what one thing would you be doing right now to create sustainable success on Amazon? Yeah. I mean, I think, um e think if I, like, look at kind of a macro view of the two things that brands large and small get wrong the most frequently on Amazon. The first is is lack of operational excellence. There's leaving money on the table by having, you know, rap out of sock rate of 8% but it should be 1%. Um, you know, kind of stuff. It seems basic, but actually may be quite hard to achieve. I mean, that's That's a tricky problem once you get into it. But super critical of the business and then the second one is not spending enough on advertising. But let me give you context on this because I think it's easy for the agency guided to say, Oh, just spend more right Like that's an easy answer for everything but not spending enough on advertising because they're not considering the full effect of advertising on their business because they're just looking at very short term kind of real time attribution metrics, which are important. Um uh, you know, ROAS ACOS the inverse are important metrics, but they don't tell you the entire story. I won't take credit for this because I think there's someone else in our industry that said it, but I really liked it, they said. They said ACOS is an important metric, but it's like trying to win a race by Only looking at your speedometer like, yeah, you know how fast you're going. But that doesn't mean your race, like there's a lot of other factors. And so taking those other factors into account to determine true return on your ad spend. If you don't do that, what happens is most brands have too much of a short term, kind of like right in front of their face literal view. It was of what's happening and and they miss the bigger picture. And they underspend. Under spending in and of itself is not horrible except that your competitors air probably spending more. So it's all relative. So success then is relative.
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