adidas adds hashtag#Amazon's Buy with Prime to its DTC store and mobile app 💰👇

Starting this Spring, shoppers on adidas.com and the adidas app will be able to discover Prime-eligible items and add them to their cart as usual.

The move allows adidas to leverage Amazon's extensive fulfillment network, offering customers free and fast shipping.

For Amazon BwP, it's time to celebrate:

Onboarding a brand like adidas is a big deal, as it significantly increases the chances of more high-profile brands jumping on board.

But there's also a dark side to it:

In times when Amazon is laser-focused on improving its profit margins, is it really a smart move to become even more dependent on the online retailer?

Let me know what you think!