This guide explores how consumer brands can navigate the complex and fast-evolving world of ecommerce across four key platforms: Amazon, Walmart, Target, and Instacart. It emphasizes the need for a cross-channel strategy to ensure sustainable success, warning against treating each platform in isolation. Amazon stands out as a pay-to-play platform with strong logistics but high costs for brands, while Walmart and Target act as value-added retailers. Each platform presents unique challenges in advertising, pricing, logistics, and consumer trust. To win, brands must understand the nuances of each retailer, optimize for search, and balance customer acquisition costs across channels.

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