They have developed their own brands to cater for the needs of caregivers and professionals, with products ranging from wound care to continence management and disinfection.
By developing the BISS category, Amazon made a conscious choice not only to participate in the success of the highest growing market in Europe but to become a leader in it. The professional brands that enrol their products on Amazon can take the opportunity to expand to a marketplace where competition is relatively low, but to succeed they still need to make the right choices at the right time, using the correct data to inform such decisions.
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Although already distributed across Europe on different B2C ecommerce platforms, Hartmann was not yet directly present on Amazon. By listing their products on Amazon, and by linking them precisely to the BISS category, we made sure that the brand’s efforts to serve the professional sector were repaid. Hartmann can now control their presence on the marketplace, even when it comes to identifying offline distributors that had explored the potential of Amazon too. Eventually, this will lead to higher control over their brand and their distribution channels, both online and offline.
