Should a premium indie spirit brand (£55+ price point) sell through Amazon at the early growth stage, and how does it affect pricing with other retailers?

The community consensus is to **delay Amazon entry** until you've established price floor with premium retailers first. Amazon's vendor model can undercut your positioning and lock you into a lower price point across all channels.

**Strategy:** Build distribution through higher-margin channels before Amazon: - **The Wine Emporium (TWE)** — recommended as a first-tier premium retailer; members report being stocked in their stores - **Hedonism Wines** — another high-end retailer to secure placement with early - **MOM (Majestic/other premium lists)** — establish relationships here to set baseline pricing - **Hard to Find Whiskies (Birmingham)** — independent premium retailer praised for quality customer base

**If/when you do Amazon:** - Research competitor brands at your price point to see how they're positioned - **Own your own listing** rather than letting third-party sellers list you (which erodes control) - Consider **creating exclusive SKUs for independent retailers** and explicitly excluding those from Amazon to preserve differentiation - Be aware that if Amazon acts as a vendor, they can and will crash your price if sales don't meet their targets—and that floor price then becomes your negotiating position with all other retailers

**Key caveat:** Members flagged that "lots of indies complain about Amazon pricing," suggesting it's a common pain point. The timing of entry matters more than the entry itself; establish your brand and retail relationships first, then you have leverage.