The short term prospect is great, but long term I'm concerned 👇
What's the difference between an aggregator and Amazon themselves?
➡️ They have lots of money
➡️ They have lots of resources (experts, data, tools, systems, connections)
➡️ They have a long term mindset 3 bullets that describe Amazon and aggregators.
Why is this a concern for brand owners?
You wouldn't want to compete against them. If an aggregator buys or builds a brand in your niche, you're fucked. Same as when Amazon does this.
David brands have fought off Goliath brands before. I get that. It's a possibility. But the odds are heavily stacked against David.
We're living in a new baby boom. Every week a new aggregator is held in the midwife's arms. Which is beautiful. The money keeps pouring in. Forbes can have a field day as it's an easy article. People are selling out and jetting off. But what is the long-term impact?
They utilise their infinite resources to A) buy brands and takeover a niche B) build brands and takeover a niche.
Whilst you're sweating over the £500 photography invoice they've got their in-house team of photographers, renders, designers, and copywriters smashing out data-driven content. Data-driven, as in they're not gut-based like most brands.