Written by the Executives Who Run the Work
Insights
Amazon Growth, Advertising Profitability and Channel Leadership.
Every article carries a named author and the reasoning behind the position.
Topics
Five Areas, In the Order They Usually Matter.
Each topic maps to a part of the channel we run, so an article always has a service page behind it rather than sitting on its own.
Latest
Articles
The Customer Question Amazon Data Cannot Answer
Amazon tells you what sold, to which postcode, after which click. It never tells you why.
Customers and PositioningEddie Treizman6 August 20262 min read
How Positioning Becomes Amazon Execution
Most positioning work dies as a document. The failure is not the thinking. Nothing downstream was obliged to change.
Customers and PositioningEddie Treizman6 August 20262 min read
Your Amazon Buyer Is Not Your DTC Buyer
The product is the same and the customer is not. The two channels select for different people at different moments.
Customers and PositioningEddie Treizman6 August 20263 min read
Selling on Walmart Marketplace: What Transfers and What Does Not
The only secondary channel with real seller demand behind it, and the one mechanic that breaks most expansion plans.
Marketplace ExpansionJoe Spann6 August 20262 min read
Amazon Listing Optimization: What Actually Moves Rank
Most listing work is cosmetic. The work that moves rank is duller and happens in places nobody screenshots.
Listings and Organic RankEddie Treizman6 August 20264 min read
How Amazon Advertising Actually Works
Three campaign types and a bidding strategy is the interface. The mechanism is an auction with a relevance filter in front of it.
Advertising and ProfitabilityEddie Treizman6 August 20263 min read
Signs Your Amazon Channel Is Underperforming
Amazon channels rarely fail loudly. They plateau, and the plateau gets explained.
Channel LeadershipJoe Spann6 August 20263 min read
What Consumer Brands Should Demand From Amazon Management
Search "best Amazon agency" and you get lists. The criteria that would actually predict fit are not in any of them.
Channel LeadershipJoe Spann6 August 20263 min read
Taking an Amazon Brand Into Retail
Amazon-native brands often treat retail as the next size up. It is a different business with a different definition of failure.
Marketplace ExpansionJoe Spann6 August 20263 min read
Alexa for Shopping Is Not a Rebrand of Rufus
The name changed on 13 May 2026 and everyone reported the name. Three things changed, and the name was the least important of them.
Listings and Organic RankEddie Treizman6 August 20266 min read
Agency, Fractional Executive, or Both
An agency supplies capacity. A fractional executive supplies judgement. Most brands buy the wrong one, and find out two quarters later.
Channel LeadershipJoe Spann6 August 20264 min read
How to Choose an Amazon Agency
Most selection processes measure the pitch. The pitch is built by the one group of people who will not be doing the work.
Channel LeadershipSarah Cornell6 August 20264 min read
What In-House Actually Costs
The comparison is usually a salary against a retainer. That is the smallest part of what building the function costs.
Channel LeadershipSarah Cornell6 August 20263 min read
ACoS, TACoS, and the Only Number That Pays You
Two advertising ratios dominate every Amazon reporting deck. Neither one tells you whether the business made money.
Advertising and ProfitabilityEddie Treizman6 August 20264 min read
Where Amazon Margin Actually Leaks
Margin is rarely lost in a decision. It is lost in a size tier, a return rate and a fee schedule nobody re-read.
Advertising and ProfitabilityJoe Spann6 August 20265 min read
What Good Amazon Account Management Looks Like
Most account management is reporting with a meeting attached. Here is what the work looks like when someone owns the outcome.
Channel LeadershipSarah Cornell6 August 20265 min read