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Amazon Briefing: How DTC tattoo care brand Mad Rabbit harnesses last-minute shoppers

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Amazon has become an integral part of growing an online brand — and many brands are increasingly seeing it as a complementary channel to their direct-to-consumer business.

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David Schneidman, director at Alvarez & Marsal Consumer Retail Group, said that because the majority of e-commerce shoppers start their search on Amazon, the platform has become an important discovery tool. He noted that this is especially true among specific categories, including toiletries and tattoo care, in which people with Prime accounts head to the marketplace first for orders.

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