Brands around the world are realizing that they will need to implement changes in longstanding go-to-market models to win in the Amazon age. Chief among these necessary changes is a brand’s assertion of greater channel control, particularly as it relates to the Amazon channel, which is a key predicate to optimized growth on the platform. Brands must give careful thought to how they will control their presence and sales – both on and off the platform – to maximize revenue and profits. Without a clear control strategy in place, brands will find themselves disrupted by unauthorized sellers and caught in retailer vs. retailer battles, all to the harm of their brand value and sales figures. In this session, Whitney Gibson of Vorys eControl will discuss how brands can achieve better control over online sales, move towards better MAP compliance, remove disruptive third party sellers from the platform and leverage their control efforts to drive better commercial outcomes, both on Amazon and across other channels.