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Amazon is no longer just an ecommerce platform. Today, it is a highly optimised shopping environment built upon a deep understanding of consumer psychology. Every element of the customer’s journey is designed to reduce friction, simplify decision-making, and guide shoppers towards purchase.

There’s a reason that when we start working with a brand, we begin with a deep audit followed by a heavy optimisation phase. Everything on Amazon stacks on the basics and if your fundamentals aren’t right, nothing else functions as it should.

If you sell on Amazon, you are competing in one of the busiest marketplaces in the world. To stand out, you need a clear brand identity and a better way to guide customers through your range.

Most brands think they understand what their customers are searching for. The reality? They don’t.   Because what you think  customers are searching and what they are actually typing into Amazon are often two very different things. And that gap is where performance is either won… or wasted.   Keywords vs search terms: the fundamental misunderstanding   One of the biggest mistakes brands make is treating keywords and search terms as the same thing. They are in fact, not.   Ke

Most brands try to make their Amazon listings look like their website. The reality? That approach doesn’t work, because Amazon isn’t your website. On your website, you’re convincing someone to buy. On Amazon, they’re already there to purchase. And that changes everything. Amazon vs your website: the fundamental difference One of the biggest mistakes brands make is treating Amazon like a brand-building channel. It’s not. Your website = demand generation Amazon = demand capture

When one business acquires another, the headlines usually focus on deal value, strategic rationale, and market opportunity. Yet behind the scenes lies one of the most technically demanding and highest‑risk work-streams of any consumer‑brand acquisition: migrating Amazon brand assets, catalogue structures, and Seller/Vendor Central accounts . In October 2025, the acquisition of SlimFast’s UK and European assets  by Supreme Plc  from Glanbia  offered a live illustration of how

Negotiating with Amazon as a first‑party (1P) Vendor is unlike negotiating with any other retailer. In this guide, we break down what to expect, how to prepare, and how to negotiate effectively during the AVN cycle.

Some adapted quickly. Others struggled to keep up. As we head into 2026, the direction of travel is clear.

Amazon’s featured deal types, such as Lightning Deals or event-specific promotional placements, provide a level of visibility that standard discounts simply cannot match.

On Amazon, creatives are not just aesthetic choices. They are the gateway to visibility, conversion, differentiation, and trust.