# Professor Anindya Ghose discusses the power of Amazon's brand in response to the company’s recent launch of its new business program Delivery Service Partners

1 Faculty News June 29, 2018 ![CNBC logo](/sites/default/files/styles/246w/public/assets/images/con_034412.gif?itok=MRidxYS3)>

Excerpt from [CNBC](https://www.cnbc.com/2018/06/28/how-to-apply-for-amazons-new-delivery-service-partners-business.html) -- "'Associating yourself with the Amazon brand, even if you are one of several hundred delivery companies, is extremely powerful,' Ghose explains. If you start your own low-cost small business on your own, 'then, it's just your brand. And it's going to take forever for anybody to establish their own brand. I think that, for me, is the biggest difference.'"

[Read more](https://www.cnbc.com/2018/06/28/how-to-apply-for-amazons-new-delivery-service-partners-business.html)