How one company is building brands to sell only on Amazon | Modern Retail

“Many digital brands are allergic to Amazon. Some, however, welcome it with open arms.

A growing number of companies pushing products are being built specifically for Amazon — forgoing Google and Facebook for customer acquisitions and instead going all in on the e-commerce platform. Driving this is Innovation Department, an agency that through its media assets and email data has been able to build a suite of brands that are Amazon only. By leveraging millions of email addresses, the company has been able to funnel traffic to its products on Amazon, which has shuttled them to the top spots of product search.

Innovation Department is based in New York, and has a few businesses under its umbrella. One is a piece of software for brands to collaborate and manage consumer email data called DojoMojo. Another is a media company called Valyrian Media, which produces a series of weekly newsletters on a range of topics — from food to fashion to technology. Alex Song, the company’s founder and CEO, said the emails are similar to The Skimm; he uses a roster of 25 freelance writers to keep it going. Through those two engines, Innovation Department claims it has built up an audience of over 1.5 million subscribers.”

Read it all at the Source: How one company is building brands to sell only on Amazon | Modern Retail