Amazon/Toby Melville Fred Killingsworth, the CEO of brand agency Hinge, thinks retailers should stop fighting Amazon, and start embracing it. He said that it is hard for even the biggest retailers to compete with Amazon in ecommerce spending. Instead, he advocates for an approach that helps retailers leverage all the potential that Amazon has to offer. If you can't beat them, join them. That's the drum that Fred Killingsworth is beating as he weighs how retailers can counter the Amazon threat.