Workplace360: Within the workplace supplies sector, Highlands is well known for its sales services, so I’m surprised to hear that your UK e-commerce division is now the larger part of the business.
Gordon Christiansen: That’s right. Highlands has operated in the US since 1962, providing sales representation for vendors in the business products channel. We brought that model to the UK around 14 years ago and it continues to perform very well.
A few years ago, however, we realised that to maximise the potential of the brands that we represent, we needed to broaden our offering. Since then, Highlands has invested heavily in building a specialist e-commerce team.
Today, we position ourselves as an Amazon-led performance marketing agency, helping brands to grow effectively on the platform.
W360: Amazon is often discussed negatively at industry events. Why has Highlands chosen to focus on it?
GC: Amazon has become almost omnipresent across most developed economies. I’d describe it as the world’s most effective selling machine.
For traditional sectors such as ours – which are largely commodity-driven – Amazon’s arrival has significantly disrupted established routes to market. We’ve seen a shift away from dealer-based distribution towards e-commerce channels.
At its core, resistance often comes down to change. Change creates disruption and disruption forces businesses to adapt. That can create uncertainty and, in some cases, fear – whether about business performance or long-term viability. As a result, Amazon is sometimes viewed negatively within the industry.
W360: Despite the negativity, it seems that many businesses in the workplace supplies channel are now selling through Amazon. Is that your observation too?
GC: Absolutely. Whether you look at manufacturers, wholesalers, independent dealers or direct-to-consumer brands, almost all are engaging with Amazon in one way or another. For many, it has become an essential sales and distribution channel.
W360: How are dealers using Amazon?
GC: We’re seeing a broad mix of activity. Many traditional dealers are selling on Amazon, sourcing either through wholesalers or directly from manufacturers. Some are approaching it opportunistically, while others are building more structured strategies.
Alongside them, there are highly specialised resellers that operate exclusively on Amazon. These businesses are very focused and often highly sophisticated.
A common approach is what I call ‘ASIN hunting’ – targeting existing listings and competing for the Buy Box, often by lowering price. While that can drive volume, it is not always sustainable. More advanced sellers create unique listings to avoid direct competition, which can be a very effective strategy if the volumes support it.
W360: For vendors, there are obviously additional considerations. How do you see it?
GC: Manufacturers have a clear objective: to move product from the factory into the hands of the end user. To do that effectively, they need a well-balanced, diversified distribution strategy – and Amazon is now a key part of that.
The challenge is finding the right balance. Ideally, Amazon delivers incremental growth, but in commodity categories, it can sometimes replace existing channel sales rather than create new ones.
Brand management is also critical. Vendors must ensure that their products are presented properly and that the customer experience aligns with their standards. This means working with the right partners and fully utilising Amazon’s tools both to attract customers and to differentiate their offering.
In my view, many manufacturers are still not making full use of the capabilities available on Amazon to maximise growth.
W360: What role are wholesalers playing on Amazon?
GC: Wholesalers are very active, not just in OP but across multiple product categories. It makes sense, as they carry significant inventory and need efficient channels to move stock. We’re also seeing some wholesalers partner closely with manufacturers to manage Amazon activity on their behalf. This model can work particularly well and deliver consistent results.
I think it’s also important that wholesalers – as best they can – try to keep prices stable in the market. Ultimately, maintaining price integrity is good for all channel players.
W360: It sounds like a case of ‘better the devil you know’ from the viewpoint of our channel.
GC: Amazon is clearly here to stay and will remain a major force in the market. That said, it shouldn’t be the only focus. Suppliers, wholesalers and dealers all need to continue exploring multiple routes to market and diversifying their customer base. Amazon is likely to be an important part of that mix, but certainly not the entire strategy.
My advice would be not to try to compete directly with Amazon. Instead, focus on building a go-to-market strategy that aligns with your strengths and target customers. If Amazon fits within that strategy, embrace it fully and maximise the opportunity. If it doesn’t, understand its role in the market and focus on delivering value in the areas where you can differentiate.
W360: Thanks, Gordon.
