If you can’t beat them, join them. That’s the drum that Fred Killingsworth is beating as he weighs in how retailers can counter the Amazon threat. Killingsworth is the CEO of Hinge, an agency that helps companies manage and grow their brand on Amazon.

“Going on Amazon generates a broader audience and increases your revenue with that,” he told Markets Insider. “You can reach a whole other consumer set and deliver that same message of expertise with great content.”

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