Historically, many premium retailers preferred brands to shun Amazon, wanting a bigger piece of the sales pie and to maintain a more elevated assortment. When it comes to exclusive brands, retailers may have lost the exclusivity fight against Amazon, but they can still use its data to their advantage. Renee Parker, co-founder of Amazon advisory agency Invinci, said that “smart retailers” can use it as a barometer for demand, while Divya Gugnani, a beauty investor and entrepreneur who previously founded the cosmetics line Wander Beauty, said Amazon and other digital retailers allow for faster community-building. In order for retailers to accurately parse Amazon data, the approach will need to be both quantitative and qualitative. ADVERTISEMENTParker said retailers can also use sales data from Amazon to more richly illustrate who a brand’s customer is.