The vast majority of brands want to grow Amazon sales in a profitable manner.  The challenge is that channel dynamics are often obstacles to their ability to do so.  Without a clear channel control strategy in place, brands will see their value erode, lose sales to other sellers, fail to capture optimized ROAS, and experience disruption across all business channels.  Brands can take back control of their destiny and vastly improve performance with a holistic strategy that focuses on driving their ability to achieve the vast majority of sales through their desired Amazon GTM – whether Amazon 1P, their own 3P storefront or another authorized 3P seller – in a manner consistent with their hard earned brand value.  In this session, we will discuss each of the components brands must implement for success in achieving control.