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To smaller merchants, Amazon Pay helps build brand trust and increased sales.
Advertising products sold through AmazonFresh may drive up sales for food and CPG brands, though not necessarily on Amazon.
The move signals one more way Amazon is seeking to control how companies sell on its platform.
Amazon’s in the news this week for coming under fire for, and cracking down on, fakes.
Nicole Johnson said that as a partner at venture capital firm Forerunner -- which has invested in some of the most notable consumer startups over the past decade, ranging from Away to Stadium Goods to Oura -- her focus has been on understanding the "consumer psyche -- where the consumer is heading and why.
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