What the work has taught us.
Practical notes on growth, commerce and technology. We publish when there is something useful to say.
Latest thinking.
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blog
Vendor Central vs Seller Central: Which Should a UK Consumer Brand Use?
A side-by-side comparison of Amazon Vendor Central and Seller Central for UK and Irish consumer brands, sourced to Amazon's own pages: access, pricing, stock, fulfilment, payment, Brand Registry, advertising and Amazon.ie.
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Break-even ROAS: the formula, a worked example and why platform ROAS misleads
How to calculate break-even ROAS from your margin, with a worked example, the Amazon ACOS version including UK VAT, and how to check a platform's reported ROAS before scaling spend.
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Alexa for Shopping (formerly Rufus): how Amazon sellers get recommended
What Amazon has confirmed about Alexa for Shopping, the assistant that replaced Rufus, and the listing and advertising work that gives a brand's products a better chance of being recommended.
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E-commerce platform: business choices as agentic shopping matures
A practitioner's guide to choosing and preparing an e-commerce platform for a market where AI agents increasingly research, compare and complete purchases on a shopper's behalf.
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What is affiliate marketing? A guide for brands
A practitioner's breakdown of affiliate marketing: what it is, how the commission model works, and what separates a program that adds revenue from one that adds risk.
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How to sell on Amazon as a consumer brand
A practitioner's guide to Amazon for established consumer brands: what 1P and 3P actually mean, what the fee structure covers, and how to decide if the channel belongs in your operating model.
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What is UGC content? A guide for brand marketers
A definitional guide to UGC for brand marketers: what the term covers, what a UGC creator actually does, and how brands brief, rights and use the content properly.
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What is performance marketing?
A practitioner's answer to what performance marketing is: how it works, the channels involved, what to measure and when to bring in an agency.