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Amazon has introduced a fundamental shift in how reviews are shared across product families and it’s something brands can no longer afford to overlook. Previously, reviews were typically aggregated across an entire parent listing. This meant that different variations, including flavours, could benefit from a shared pool of social proof, helping products scale faster and convert more effectively. That approach is changing. Amazon is now only combining reviews where the differe

Prime Day works for some brands, but not others. The difference isn't the discount, it's whether the fundamentals are there to support it.

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.

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.