Apple is the largest brand on Amazon, generating billions in revenue from its massive global presence.
Yet in Australia, one of its simplest and most recognizable products — the AirPods — isn’t even sold by Apple directly. Instead, resellers dominate the listings.
So why is one of the world’s most powerful brands underperforming in certain markets?
Let’s dive into Apple’s global Amazon strategy, the brands that are overperforming, and those that are leaving money on the table.
Why Some Global Brands Struggle on Amazon
Even though Apple, Samsung, Dewalt, and Lego are household names, their Amazon strategies vary widely by region.
For some, Amazon is a core part of their global growth strategy. For others, it's an afterthought — or even something they actively avoid.
💡 Apple only cemented its Amazon partnership a few years ago, unlocking a $10 billion revenue opportunity.
Yet, even with that scale, Apple’s execution in some international Amazon markets is lacking—and they’re not alone.
Brands That Are Overperforming on Amazon
These brands have successfully leveraged Amazon to dominate key markets:
📈 Samsung in India and Germany – Samsung has aggressively expanded in these regions, capitalizing on Amazon’s massive customer base.
📈 Apple in Italy – While struggling in Australia, Apple has executed well in Italy, maintaining a strong brand-controlled presence.
When brands fully commit to Amazon, they can achieve outsized success, even in competitive international markets.
Brands That Are Underperforming on Amazon
Meanwhile, some brands have failed to execute properly, leaving revenue on the table:
📉 Apple in Australia – Why aren’t they selling AirPods directly? Why are resellers running the show?
📉 Dewalt in Spain and India – A globally trusted brand, but failing to make Amazon a priority in these regions.
📉 Canon in Australia – Missing a major opportunity to control pricing, branding, and product distribution.
📉 Lego in India – One of the biggest toy brands in the world, yet struggling to gain traction on Amazon India.
These brands have every advantage — global recognition, demand, and resources — but their Amazon execution is inconsistent.
Who Benefits More: Amazon or the Brands?
Amazon’s partnerships with brands like Apple, Samsung, and Lego create billions in revenue, but the real question is:
Who gets the better deal?
Does Amazon win by locking in exclusive partnerships with the world’s biggest brands?
Or do brands benefit more by gaining access to Amazon’s massive logistics network and customer base?
It’s a delicate balance; however, brands that hesitate or execute poorly on Amazon risk missing out on major global opportunities.
Final Thoughts: Are These Brands Leaving Money on the Table?
✅ Apple dominates Amazon globally, but its strategy in Australia is surprisingly weak.
✅ Some brands like Samsung (India & Germany) and Apple (Italy) are crushing it.
✅ Others — Dewalt, Canon, and Lego are failing to maximize their Amazon presence in key regions.
✅ Amazon partnerships can be worth billions, but only if brands execute properly.
💬 What do you think? Are these brands missing a massive opportunity, or is Amazon not a priority for them?
