Lexington, Ky. -
has added Amazon to its short list of online retailers.
The high-end speaker supplier
in May 2007 when it began selling through Crutchfield. Thiel later added Audio Advisor as its second online retailer. With the latest distribution announcement, Thiel will sell seven models of architectural speakers, bookshelf speakers and subwoofers on Amazon to U.S. consumers.
The decision to add another online retailer reflects changing consumer shopping habits, and it will help promote the high-performance audio industry, said North American sales VP Ken Dawkins. Selling through Amazon "will position Thiel advantageously for the future as more consumers rely on the Internet to research and purchase premium products," he explained. In addition, he said, "Because Amazon.com offers goods within almost every category that people shop for, the online retailer also has the unique ability to cross-merchandise Thiel with other high-performance products from any category, promoting growth for the Thiel brand as well as providing increased visibility for the high-performance audio marketplace as a whole."
Dawkins also contended that increased brand exposure provided by Amazon will help existing Thiel dealers. "Amazon has the unique ability to exhibit and sell any product at any price point, making Thiel visible to every demographic in all communities throughout the U.S.A," he said. In addition, selling through Amazon will expand the company's potential customer base. Amazon will reach "numerous potential customers who may not be close to a local Thiel retailer but have an existing comfort level with Amazon," he said.
Amazon has begun selling
: the PowerPlane 1.2 and HigherPlane 1.2 in-wall and in-ceiling speakers, the PowerPoint 1.2 aluminum on-wall/on-ceiling speaker, the DewPoint outdoor speaker, the SCS4 and MCS1 bookshelf/center-channel speakers, and new subwoofer product to be unveiled later this year.