Compound Commerce — Essays https://vlozano.com/essays Long-form essays on Amazon EU strategy, connected commerce, and the AI Shelf. Written for CPG operators, commerce leads, and the agencies that serve them. By Víctor Lozano. en © 2026 Víctor Javier Lozano Cortés contacto@vlozano.com (Víctor Lozano) contacto@vlozano.com (Víctor Lozano) Thu, 30 Apr 2026 12:00:00 +0000 Hand-maintained alongside sitemap.xml https://vlozano.com/og/home.png Compound Commerce — Essays https://vlozano.com/essays Your Amazon P&L is lying to you https://vlozano.com/essays/your-amazon-pnl-is-lying-to-you https://vlozano.com/essays/your-amazon-pnl-is-lying-to-you Mon, 27 Apr 2026 09:00:00 +0000 Víctor Lozano Amazon as the engine Top-line growth keeps the slide green. 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. The gap, the math, and the question your CFO should ask on Monday. Protecting DTC from Amazon destroys both https://vlozano.com/essays/protecting-dtc-from-amazon-destroys-both https://vlozano.com/essays/protecting-dtc-from-amazon-destroys-both Mon, 13 Apr 2026 09:00:00 +0000 Víctor Lozano Connected commerce 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) https://vlozano.com/essays/rufus-doesnt-read-your-a-plus-content https://vlozano.com/essays/rufus-doesnt-read-your-a-plus-content Mon, 30 Mar 2026 09:00:00 +0000 Víctor Lozano The AI Shelf 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) https://vlozano.com/essays/tiktok-shop-is-a-distribution-channel https://vlozano.com/essays/tiktok-shop-is-a-distribution-channel Mon, 16 Mar 2026 09:00:00 +0000 Víctor Lozano Connected commerce 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 https://vlozano.com/essays/wrong-person-owns-amazon-eu https://vlozano.com/essays/wrong-person-owns-amazon-eu Mon, 02 Mar 2026 09:00:00 +0000 Víctor Lozano Amazon as the engine 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) https://vlozano.com/essays/why-cpg-brands-lose-amazon-eu https://vlozano.com/essays/why-cpg-brands-lose-amazon-eu Mon, 16 Feb 2026 09:00:00 +0000 Víctor Lozano Amazon as the engine The structural mismatch between corporate org charts and Amazon's operating model — and what the brands compounding on it are doing differently.