The competition in the market has made it near to impossible to maintain brand loyalty. People have lost the drive to purchase the same product repetitively and remain loyal to the brand, irrespective of what the competitors have to offer. Online retailers have the risk of being unable to manage brand loyalty if they operate through random distributors. Those retailers who use Amazon, a trustable competitor in e-commerce, can have an upper hand over those who do not work with Amazon as it offers multiple facilities and rights to its third party retailers to ensure overall satisfaction of both the supplier and the customer.
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