Direct to Consumer Sites Can Survive Amazon

Maybe you don't have to be so worried about Amazon?  This Inc article suggests ways to think about what brands who embrace direct to consumer can do that Amazon cannot.

For example, consumers looking for a specific product can go right to Amazon and find it easily. But if consumers want something unique, Amazon, can feel overwhelming and dissatisfying.

That's where direct-to-consumer companies that specialize in niche items have an advantage. They also have the ability to create personalized, curated buying experiences - down to the packaging. They can also cultivate authentic relationships with their customers in a way Amazon is too big to do.