No. of Recommendations: 1
Nike - to quit selling on Amazon (because Amazon is in direct conflict with them) and opts to double down on DTC which is exactly Shopify's proposition to big business - Merchant aligned DTC!

Internally, it doesn’t seem Amazon has a clear focus on their GTM model, either retail or on AWS. They grow from partnering with many that use their platforms but their ability to monitor the data often means they start undercutting their B2B customers. From a previous channel business, we often were fighting with Sales to not by pass that partner community. From a Margin/Pricing perspective, it looks better but under cutting partners by taking their customers comes with a price.

Amazon hasn’t seemed to care or worry much so far but Shopify seems to be building a better trusted alternative.
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