Dentaltown August 2018 - 16

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Market Disruption
Amazon Business leader discusses the company's move into dental
Chances are, in the past five years you've purchased something from Amazon. The company has everything you
could possibly need from clothes to cosmetics to furniture. As consumers began using Amazon to make business
purchases in addition to personal ones, the company created Amazon Business, a version tailored to the needs of
businesses. This new offering also made it possible to create accounts that had the additional information needed
to sell dental materials to licensed dentists.
I recently interviewed Chris Holt, leader of global healthcare for Amazon Business, and gained some interesting
insights into the company's approach to dental supply sales and distribution. Its early strategy has focused on
growing its marketplace of suppliers and increasing its customer base of Amazon Business accounts. It stands to
reason that with a deep catalog of products and an army of customers, every manufacturer of dental materials will
want to serve the needs and wants of this customer army.
This is a transcript of our conversation, edited for length.
Dr. Tom Giacobbi: Amazon is the quintessential example of a "long-tail company," which provides deep selection.
Would you describe yourselves in the dental space as trying to reach that level of offering?
Chris Holt: When we started Amazon Business we didn't have much dental selection, and we've been growing
that quickly. We like to say here that it's "Day One," which is an expression our founder uses.
Whatever we've done so far is Day One, so now what can we do next to increase our relevance
to dental customers?
The core strength we have is bringing great tail-spend selection to the dental office in a few
clicks; we'll build off that to continue to expand that selection to address more of the dental
office spend. Our goal is not to be like anything that's already there-our goal is to start with our
customer, who's the dentist, to reimagine their purchasing experience and then work backward
from there. That's what we've been doing.

by Thomas Giacobbi, DDS, FAGD, editorial director, Dentaltown magazine

16

AUGUST 2018 // dentaltown.com



http://www.dentaltown.com

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