Third-party online shopping feeds can give you access to new customer universes

By Matt Griffin and Catalog Success

Benefits: You get exposure to millions of Amazon users.

Caveats: Amazon’s marketing muscle is so tremendous, it may start to outrank you in your organic search results, says Sally Rue, formerly of Caswell-Massey catalog. Additionally, Amazon has a complicated set of rules detailing how you can market to customers acquired through its site.