Your Amazon P&L is lying to you
Most CPG brands report Amazon as a growth channel. The fully loaded P&L tells a different story — trade compression, AVS, S&S, chargebacks, and retail media spread across six cost centers nobody rolls up.
Protecting DTC from Amazon destroys both
The CFO instinct to defend DTC margins by under-investing in Amazon reliably makes both channels worse. The math is eight years stale, and the brands growing Amazon fastest are growing DTC fastest.
Rufus doesn't read your A+ content (it filters your attributes)
Most CPG catalogues on Amazon EU were built for a human reader. Rufus runs a two-stage retrieval — and your A+ investment is downstream of a filter your team didn't know existed.
TikTok Shop Europe is a distribution channel (stop running it like a content one)
Most brands routed TikTok Shop EU to their social media team. The actual problem is the catalogue, the warehouse, and the org chart — and the brands compounding on it have already moved past the social framing.
The wrong person owns Amazon EU at your company
The org chart, the budget, and the career path quietly decide your year before the JBP starts. A diagnostic for CMOs who suspect the team is fine and the structure is the problem.
Why CPG brands lose on Amazon EU (and it's not the channel's fault)
The structural mismatch between corporate org charts and Amazon's operating model — and what the brands compounding on it are doing differently.