{"id":82459,"date":"2023-08-16T10:01:37","date_gmt":"2023-08-16T08:01:37","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=82459"},"modified":"2023-08-16T10:01:42","modified_gmt":"2023-08-16T08:01:42","slug":"pourquoi-amazon-reduit-fortement-son-offre-de-marques-maison","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/pourquoi-amazon-reduit-fortement-son-offre-de-marques-maison\/","title":{"rendered":"Pourquoi Amazon r\u00e9duit fortement son offre de marques maison"},"content":{"rendered":"\n

Amazon<\/strong> va fortement r\u00e9duire son offre de marques de distributeur \u00e0 moins de 20 marques. Ainsi, 90 % de ses marques de mode dispara\u00eetront. Le g\u00e9ant du commerce \u00e9lectronique souhaite ainsi r\u00e9duire ses co\u00fbts et \u00e9viter les probl\u00e8mes avec les autorit\u00e9s antitrust.<\/p>\n\n\n\n

R\u00e9duire les co\u00fbts<\/h2>\n\n\n\n

Le g\u00e9ant am\u00e9ricain veut \u00e9liminer jusqu’\u00e0 27 de ses 30 marques de v\u00eatements<\/a>, \u00e9crit le Wall Street Journal. Seules Amazon Aware, Amazon Collection et Amazon Essentials subsisteraient. Tous secteurs confondus, moins de 20 marques maison seulement ne seraient pas supprim\u00e9es.<\/p>\n\n\n\n

Moins de marques priv\u00e9es signifie avant tout moins de co\u00fbts : la production et le marketing peuvent ainsi \u00eatre rationalis\u00e9s. C’est surtout dans les secteurs de l’habillement et de l’ameublement qu’Amazon disposait d’un grand nombre de marques maison. De plus, Matt Taddy, vice-pr\u00e9sident d’Amazon Private Brands, a admis qu’un certain nombre de marques priv\u00e9es n’\u00e9taient \u00ab pas assez populaires aupr\u00e8s des consommateurs \u00bb.<\/p>\n\n\n\n

La d\u00e9cision de r\u00e9duire le nombre de marques priv\u00e9es s’inscrit dans le cadre d’efforts plus larges de r\u00e9duction des co\u00fbts. La pr\u00e9sentation de ses r\u00e9sultats trimestriels au d\u00e9but du mois a d\u00e9j\u00e0 montr\u00e9 que les r\u00e9ductions de co\u00fbts pr\u00e9c\u00e9dentes (telles que 27 000 licenciements<\/a> et la r\u00e9duction des d\u00e9penses de marketing) avaient permis \u00e0 Amazon de d\u00e9gager un b\u00e9n\u00e9fice net de six milliards d’euros<\/a>.<\/p>\n\n\n\n

Probl\u00e8mes li\u00e9s \u00e0 la l\u00e9gislation antitrust<\/h2>\n\n\n\n

Les autorit\u00e9s antitrust m\u00e8nent \u00e9galement des enqu\u00eates approfondies sur la mani\u00e8re dont Amazon traite les donn\u00e9es des fournisseurs et des clients<\/a>, ce qui n’est pas n\u00e9gligeable. Selon les critiques, Amazon utiliserait les donn\u00e9es de vente des vendeurs tiers pour voir quels produits se vendent bien et cr\u00e9er ensuite ses propres versions de ces produits. Le g\u00e9ant du commerce \u00e9lectronique donnerait aussi syst\u00e9matiquement la priorit\u00e9 \u00e0 ses propres produits par rapport \u00e0 ceux des vendeurs tiers dans les r\u00e9sultats de recherche.<\/p>\n\n\n\n

Toutefois, les marques priv\u00e9es supprim\u00e9es ne dispara\u00eetront pas imm\u00e9diatement : elles resteront en vente jusqu’\u00e0 \u00e9puisement des stocks, mais aucun nouveau produit ne sera command\u00e9 pour elles. Ce n’est d’ailleurs pas la premi\u00e8re fois qu’Amazon envisage de supprimer ses marques priv\u00e9es : l’an dernier, c’\u00e9tait \u00e9galement une solution envisageable, mais cette fois-ci, elle semble vraiment s\u00e9rieuse.<\/p>\n","protected":false},"excerpt":{"rendered":"

Amazon va fortement r\u00e9duire son offre de marques de distributeur \u00e0 moins de 20 marques. Ainsi, 90 % de ses marques de mode dispara\u00eetront. Le g\u00e9ant du commerce \u00e9lectronique souhaite ainsi r\u00e9duire ses co\u00fbts et \u00e9viter les probl\u00e8mes avec les autorit\u00e9s antitrust.<\/p>\n","protected":false},"author":4,"featured_media":60442,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[25],"tags":[],"people":[],"extra":[43],"company":[206],"topic":[198,1303],"region":[446],"class_list":["post-82459","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","extra-plus","company-amazon","topic-e-commerce","topic-marques-de-distributeur","region-etats-unis-2"],"acf":[],"yoast_head":"\nPourquoi Amazon r\u00e9duit fortement son offre de marques maison - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Amazon va fortement r\u00e9duire son offre de marques de distributeur \u00e0 moins de 20 marques. 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