KACHARAGADLA

For many retailers, the thought of going up against Amazon is daunting. One strategy is to embrace the “If you can’t beat ‘em, join ‘em” mentality — and build a brand as an Amazon seller. But using Amazon as a commerce platform is not as straightforward as one might think, according to James Thomson. Thomson is a Partner at  Buy Box Experts  and co-author of  The Amazon Marketplace Dilemma . He believes that a company looking to win on Amazon must understand 5 specific concepts if they want to succeed: Amazon is not your partner – start behaving accordingly. “Too many brands appear to believe that when Amazon Retail reaches out to buy product, somehow a partnership is being formed between your brand and Amazon. It is critical to realize that in fact, Amazon’s incentives rarely align with the incentives of your brand.” Amazon is committed to building a marketplace with the largest selection at the lowest prices. “While a brand may be attracted to the customer base of

Big moves this morning, get caught up here The Draghi-rally continues, U.S. tech giants surge and it's PMI day in Europe. Here are some of the things people in markets are talking about today. Draghi rally While the European Central Bank did not change interest rates or add any new stimulus at  yesterday's meeting , ECB President Mario Draghi's  comments in the press conference where he signaled further easing, including a possible deposit rate cut at the central bank's December gathering), led to the  biggest equity rally in Europe  following any ECB meeting since July 2013. The Stoxx Europe 600 was trading  1.4 percent higher  at 11:00 a.m. London time and is on track for its strongest one-month gain in four years. After U.S. equities staged a big rally yesterday, S&P futures are pointing to further gains today. Euro-area sovereign debt It's is not just equities that were boosted by Draghi's comments, with Euro-area bonds rising sharply in th