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“The brand is horrified but Walmart has cleared inventory.” Do brands really lose out, though, if people are still buying? Does it matter whether it is average customers or third-party sellers making the purchase? What about people making use of in-store sales or two-for-one offers for retail arbitrage? “I believe brands earn the same because they have built enough margin in their products,” Makhani said. “BOGO (buy one, get one free) brands coordinate with Walmart to make this a win-win. Walmart decides when to offer the products as single or BOGO when it chooses to do so.” Yet, it’s a world where people tend to pick an online marketplace and buy exclusively from it. For one thing, people want to make the most of their Amazon Prime memberships, now costing $119 a year. Arbitrage sellers and other marketplace vendors will continue to battle it out for customers, and that can mean vendors putting more of their valuable items on their own online stores. And the road can be tricky for Amazon sellers, particularly if their products are deemed in violation of its selling policies and code of conduct, which can be difficult to parse. Even Amazon’s online sellers discussion forum includes endless debates among sellers on what’s allowed and what’s not.

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