Strategy

On Amazon, your account isn’t just another sales channel—it is the business. A sudden suspension can freeze cashflow, disrupt operations, damage supplier relationships, and take months to recover from. Historically, this was one of the most painful parts of selling on Amazon: sellers often discovered problems only after their account was already deactivated. Amazon’s introduction […]

Most brands treat Amazon reviews like weather—something you observe, react to emotionally, or hope improves over time, but not something you systematically use. That’s a missed opportunity. Reviews are one of the richest, most candid sources of customer insight a business will ever receive. They reveal not only what people think of your product, but why they

Most brands spend their time optimizing the hero product – the case, device, machine, supplement, or tool that drives most of their revenue. But on Amazon, a lot of profit sits around the edges: ancillary products that complete the setup, protect the main item, or make it easier to use. Think: screen protectors with tablets;

Brand Analytics is one of the most powerful tools Amazon provides to brand owners—and one of the least effectively used. Most sellers open it out of curiosity, glance at the search rankings or market basket tables, and then return to running campaigns based on instinct and habit. But Brand Analytics isn’t designed to be interesting.

For years, Amazon advertising made it almost impossible to answer one of the most important commercial questions: “Are my ads actually bringing in new customers—or am I just paying to re-sell to people who would have bought anyway?” Because Amazon’s reporting treated every conversion the same, brands couldn’t distinguish between acquisition and re-purchase. Strong ROAS

Many “bad” product decisions on Amazon aren’t bad ideas in absolute terms; they’re bad fits for the platform. Sellers fall in love with a product concept and then try to bend Amazon around it. Amazon’s Product Opportunity Explorer (POE) flips this thinking: it shows you the world through Amazon’s eyes first. Instead of building something

Expanding across Amazon’s global marketplaces looks both exciting and simple on paper. One Seller Central login, familiar tools, familiar ads. But the reality is more nuanced: market size, competition, localisation effort, logistics and tax rules all vary widely, and choosing the wrong next marketplace can mean high effort for limited return. This is a fast,

A familiar Amazon story goes like this: a brand launches a new product, switches on PPC immediately, spends aggressively, and within a week declares, “Ads don’t work.” The truth is that the ads did exactly what they should—they brought shoppers. But those shoppers arrived at a listing that wasn’t ready to convert them. Retail readiness

A product on Amazon can look like a success from the outside—strong sales, glowing reviews, a solid Best Seller Rank—yet still bleed money behind the scenes. This is far more common than most brand owners realise. You can have excellent creative, competitive pricing, and efficient PPC, but if your operations are leaking margin, Amazon will

On Amazon, you’re never selling in a vacuum. Every product a shopper sees sits beside half a dozen others jostling for the same click, the same basket, the same review. Whether you like it or not, you are always being compared. That means one uncomfortable truth: if you don’t understand your competition, you don’t really