Just over a year ago, Amazon urged some of the biggest consumer package goods (CPG) companies to reconsider their direct to consumer strategies. These companies include Unilever, Procter & Gamble, General Mills, Mondelez, Reckitt Benckiser, Johnson & Johnson, Colgate-Palmolive, Nestle and L’Oréal, and a few more.

eCommerce News: Amazon encourages CPG manufacturers to shift to direct-to-customer strategy

According to a Bloomberg report, “Amazon.com Inc. has invited some of the world’s biggest brands to its Seattle headquarters in an audacious bid to persuade them that it’s time to start shipping products directly to online shoppers and bypass chains like Wal-Mart, Target and Costco.”

Clearly, in its quest to better understand consumer needs and drive sales, Procter & Gamble tapped into online stores, pop-ups and subscription programs such as the Tide Wash Club