The Outdoor Industry's Amazon Dilemma! Plus: The Power of SOBAN
5/11/202632 min
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 Notes
Episode 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 Comerford
- Email: outdoorunfilteredpod@gmail.com
Our 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:
Clips
Transcript preview
First 90 secondsOwen Comerford· Host0:00
Welcome to Outdoor Unfiltered. Today, we'll be covering whether outdoor brands should be on Amazon and, if so, the best approach. And then later in the show, I'll be joined by Jonathan Jarow, executive director for Heart of the Lakes and co-founder of Land of Outsiders, to help us understand the role of outdoor business alliances in fostering the outdoor economy. This is Outdoor Unfiltered, where we dig beyond the PR speak to see what's really going on in the outdoor industry, not just what happened, but why it happened and why it matters. I'm Owen Comerford, a former CEO, advisor to outdoor brands, and consigliere to The Rock Five. Okay, let's get into it. Look, every brand has been in that meeting. Somebody pulls up a screen share, and there it is, your brand on Amazon. Maybe it's a listing you didn't authorize. Maybe your map is getting blown up by some gray market dealer out of a warehouse in New Jersey. Maybe it's a counterfeit. Maybe it's just there, and nobody on your team can tell you how it got there or what to do about it. Today, we're diving into Amazon. Should you be there? And if so, what's the best approach? Okay, let's start with the uncomfortable truth. The Outdoor Industry Association, OIA, has been tracking where consumers buy their outdoor gear, apparel, and footwear. The number one answer isn't REI, it isn't specialty retailers, it isn't brand D2C sites. It's Amazon, by a lot.