EMPOWERING THE VISIONARIES WHO POWER OTHERS CLIENT SITUATION AND CHALLENGE A leading designer and manufacturer of solar power panels, lights, and electric power stations, found itself in a quandary regarding its Amazon advertising. The company sells its products through multiple channels, including its own ecommerce website, camping/outdoor stores, and Amazon. The company’s Amazon presence is that of a hybrid merchant: a 1P-vendor (a brand-owning wholesaler that sells directly to Amazon) as well as a brand- registered 3P-seller that sells its products on the Amazon Marketplace. Because the Amazon Advertising program is tailored to 1P-vendors and 3P-sellers but not brands that are both, the company discovered that it was competing against itself in PPC. Further, the manufactu

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