Compound Commerce is a newsletter for operators who treat commerce as a system. Each essay takes one decision that quietly decides your result, such as who owns Amazon EU, what the fully loaded P&L really says, or why Rufus filters on attributes instead of reading your content, and works it through with numbers.
No filler. The data, the decision, the implication.
Three pillars
Amazon as the engine. Org structure, JBP, retail media, AMC, and the multi-country complexity of Europe.
Connected commerce. Amazon, TikTok Shop, DTC and physical retail as one compounding ecosystem instead of four competing P&Ls.
The AI Shelf. How AI assistants decide what to recommend, and what brands must change in their catalogue before that decision is made for them.
Recent essays
- Your Amazon P&L is lying to you Apr 27, 2026
- Protecting DTC from Amazon destroys both Apr 13, 2026
- Rufus doesn't read your A+ content Mar 30, 2026
- TikTok Shop Europe is a distribution channel Mar 16, 2026
- The wrong person owns Amazon EU at your company Mar 2, 2026
- Why CPG brands lose on Amazon EU Feb 16, 2026
Browse the full archive or follow the RSS feed. New to the vocabulary? Start with the glossary.
Frequently asked questions
What is Compound Commerce?
Compound Commerce is a free newsletter and essay series by Víctor Lozano, a commerce strategist who builds Amazon inside global beauty. It covers Amazon EU strategy, connected commerce, and the AI Shelf, written for CPG operators, commerce leaders, and the agencies that serve them.
Who is Compound Commerce for?
CPG operators running Amazon, commerce and e-commerce leaders, agency teams, and brand executives who treat commerce as a system rather than a set of channel tactics.
What topics does it cover?
Three pillars: Amazon as the engine (EU strategy, org structure, JBP, retail media, AMC), connected commerce (Amazon, TikTok Shop, DTC and retail as one ecosystem), and the AI Shelf (Rufus, ChatGPT Shopping, Perplexity and Google AI Overviews).
Is the newsletter free?
Yes. Compound Commerce has no paywall and you can unsubscribe at any time. Every essay is also published on vlozano.com.
Where can I read past essays?
All essays are archived at vlozano.com/essays, and there is an RSS feed at vlozano.com/feed.xml.