How easy is your product to buy?

Can consumers only purchase your device on your Web site?

If so, you won’t sell much. Because wide retail availability is a third-party endorsement of your product, your company, you. Easy and wide retail availability is especially critical for small, up-and-coming firms: If Best Buy sells it, it must be pretty good. If Radio Shack carries it, I must be pretty safe to bvy it. People won’t think that if your product is available on your Web site. It has the backing of the manufacturer? So what? Where’s the distribution? Who is willing to vouch for this product?

On the Internet, there is really only one place you must be: Amazon.com. Availability on Amazon is a sign of being in the mainstream. It’s pretty much the biggest, most respected retail name on the Web. Aside from exposure to millions of consumers, selling on Amazon implies that Amazon is behind your product. Amazon supports you.

I ask again: How easy is it for your consumers to buy your device?