Selling on Amazon at Tower Paddle Boards

By June 2012, Stephan Aarstol felt that he had successfully passed the first critical stage of his ecommerce business. As the founder and CEO of a standup paddleboard (SUP) business, he had built a strong relationship with Asian manufacturers, built a small warehouse and fulfillment center, designed an innovative line of inflatable SUPs, and built an ecommerce website that sold boards and accessories to consumers. After the rising trend in interest for the sport provided a strong wave of growth in sales, Aarstol contemplated the next stage at Tower Paddle Boards. Should he partner with Amazon to sell his full line of boards—manufactured under his brand—and accessories—manufactured by other brands? Should he sell to Amazon? Should he sell on Amazon marketplace? Or should he avoid the powerful online retail giant altogether?