THE BLOG
Writing on Amazon, ecommerce and the decisions behind building a business.
Brand building
Live shopping gives brands an opportunity to demonstrate products and answer questions directly. This 2020 guide explains the Amazon Live formats, participation levels and practices available at the time.
Read articleBrand management
Paying for reviews creates serious trust and business risks. This article traces the evolution of review schemes and discusses an enforcement case reported at the time of publication.
Read articleAdvertising
Manual Sponsored Products targeting lets advertisers choose keywords, products or categories deliberately. This guide walks through the campaign setup available following Amazon’s 2018 targeting updates, including bidding and targeting choices.
Read articleBrand building
A large follower count does not establish an influencer’s commercial value. This article examines Amazon’s purchase-based commission model and how it connects compensation to shopping behavior rather than audience size alone.
Read articleBrand management
Amazon’s October 2016 review-policy change challenged the use of discounted products in exchange for reviews. This article captures my response at the time and the implications I saw for product launches.
Read articleRetail strategy
Amazon’s early physical-store experiments raised a broader retail question: could online demand guide physical shelf space?
Read articleContent marketing
A useful image library can make content creation easier.
Read articleMarketplace operations
Returns and customer-service metrics reveal gaps in how sellers handle problems after a purchase. This article explains Amazon’s dissatisfaction measures as they were introduced and the operational responses I recommended at the…
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