'Time to Change the Amazon Narrative'

ABA's Teicher: 'Time to Change the Amazon Narrative'

In a letter to booksellers yesterday calling on them to spread the word about Amazon's business practices, American Booksellers Association CEO Oren Teicher emphasized what might be the biggest problem concerning Amazon for many book people, whose experience with the retailer is decidedly different from the rosy view many Americans have:

"We should be honest with ourselves: Amazon has established a strong relationship with many consumers, coming in second in a top 10 ranking of national brands, according to BrandIndex. In addition, Amazon is rated number one by parents with children under the age of 18, young people aged 18-34, and consumers who identify themselves as members of the Democratic party. (Try to figure that one out!) And, notably, the Kindle occupied the ninth spot in the BrandIndex top 10.

"You and your bookselling colleagues know the real narrative of the Amazon story, but it's important that we keep in mind the viewpoint and experience of our customers. Amazon's public message of low prices and wide selection are, regrettably, the only story that many consumers know."

Citing "a growing record of their questionable business practices," Teicher said that ultimately "the most influential and trusted voice in helping to tell the true story to your customers is you. Armed with the facts--and those facts are extraordinarily persuasive--your outreach to your customers is critically important." He offered an extensive list of links to a variety of research, newspaper and magazine stories and more that "make clear that Amazon's narrative of growth, value, and productive contribution to communities is highly distorted. These resources suggest that the real story is a combination of complex strategic machinations, brass-knuckles capitalism, and a myopic disregard of the consequences for any stakeholders save itself. As the company concentrates its power and influence in a nexus of commerce, government, and media, Amazon's actions should draw even more scrutiny. And, I believe it's our job to help encourage and promote that increased scrutiny."

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