The Outdoor Industry's Amazon Dilemma! Plus: The Power of SOBAN

Join Eoin Comerford on Outdoor Unfiltered as we strip away the PR speak to examine the real forces driving the outdoor industry. In this episode, we tackle the "elephant in the room": Amazon. With roughly 50% of all U.S. e-commerce searches starting on Amazon, outdoor brands can no longer ignore the platform. Eoin breaks down six specific Amazon strategies—from the "Full Blackout" favored by Patagonia and Birkenstock to the "Single Designated 3P Seller" model.Later, Eoin is joined by Jonathan Jarosz, Executive Director of Heart of the Lakes and Co-Founder of Land of Outsiders. They dive deep into the world of Outdoor Business Alliances (OBAs) and the State Outdoor Business Alliance Network (SOBAN). Discover how these alliances work alongside Offices of Outdoor Recreation (ORECs) to bolster the outdoor economy in states like Michigan, Maine, and Minnesota. Whether you are an emerging brand or an industry veteran, this episode provides a roadmap for navigating digital marketplaces and state-level advocacy.Show NotesEpisode Summary: Host Eoin Comerford explores the tactical realities of Amazon for outdoor brands and discusses the vital role of state-level business alliances with guest Jonathan Jarosz.Timestamped Highlights:00:00 – Intro: The uncomfortable truth about Amazon and the outdoor industry.04:18 – Strategy 1: The Full Blackout (The Patagonia Approach).06:17 – Strategy 2: Selling 1P (Dancing with the Devil).07:38 – Strategy 3: Selling 3P Direct (Owning your presence).09:54 – Strategy 4: The Single Designated 3P Seller (The Orva Model).11:51 – Strategy 5: 3P Direct + Approved Dealer Network.13:31 – Strategy 6: The Free-for-All (What happens when you don't decide).15:10 – Sponsor Break: ENDVR and Crux Retail.18:25 – Interview with Jonathan Jarosz: Defining Outdoor Business Alliances (OBAs).21:28 – The "Spiral Corkscrew": The relationship between OBAs and ORECs.24:35 – The three flavors of OBAs: Industry Only, Business Plus, and Big Tent.27:14 – The SOBAN map: Growth in the "Missing Middle" (Minnesota, Arkansas, Pennsylvania).31:18 – How to get involved and what’s next for the Outdoor Economy.Connect With Us: We would love to hear your thoughts on the show, inside intel, guest ideas, sponsorship inquiries, or whatever's on your mind.LinkedIn: Connect with Eoin ComerfordEmail: [email protected] Sponsors:ENDVR – The network that connects brands, retailers, and frontline associates to power sell-through across your wholesale channel.Crux Retail – Creating bold retail displays for bold brands.Resources Mentioned:SOBAN (State Outdoor Business Alliance Network)