Cycloc has sent a letter to its retail partners outlining a new strategy to attempt to halt damage being done to the brand on Amazon.
“Inaccurate and misleading product descriptions and ridiculous pricing strategies” have lead the brand to assume all control of its product on Amazon going forwards with its own sales channel.
On this registered channel the brand says that it will raise the prices to at least MSRP in order to protect the margins of its partner stockists. The strategy, says Cycloc, will also curb a creeping practice of intellectual property infringement.
“By doing this, we will be helping your physical stores and websites be more competitive and profitable,” says the letter. “We feel that by taking sole control over Amazon.com sales it will be more difficult (if not impossible) for companies to sell our products – or imitations of our products – at prices that your store cannot compete with.”
Those currently with stock listed with Amazon’s FBA program will be permitted to continue to offer products until their stocks have run down. After this Cycloc will no longer supply those selling via Amazon.
Retailers selling the brand’s products on Amazon and doing their own fulfillment are asked to deactivate listings for all Cycloc branded products by 31 September 2016.