Business Insider | The Key For Retailers to Win the War Against Amazon is to Embrace It

CEO and Co-Founder Fred Killingsworth talks with Business Insider's Kimberly Chin about the need for brands to stop fighting Amazon and instead embrace it.

By
Kimberly Chin

If you can't beat them, join them. That's the drum that Fred Killingsworth is beating as he weighs how retailers can counter the Amazon threat. Killingsworth is the CEO of Hinge, an agency that helps companies manage and grow their brand on Amazon.

"Going on Amazon generates a broader audience and increases your revenue with that," he told Markets Insider. "You can reach a whole other consumer set and deliver that same message of expertise with great content."

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helping brands thrive in an age where change is
certain and fortune favors the bold.

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