Last night my waiter did something I've never seen before. I was out for a famil
By Max Sigurdson-Scott · February 10, 2026 · Curated by George's Blog
Last night my waiter did something I've never seen before.
I was out for a family member’s birthday. At the end of the meal, he asked if we wanted a photo for the fridge. We said we already took one. He said, “No, I’ll take a photo and bring you a physical print you can actually put on the fridge.”
And then he went somewhere and came back in a couple minutes with an actual photograph.
It was small. It was unexpected. And it meant something. Everyone at the table felt it.
That moment explains why most sellers struggle to differentiate.
Most Amazon sellers compete on price, features, and specs because those are easy to point to. They are also easy to copy. Anything that fits in a bullet list is temporary. "Me Too" products are dead and buried.
Instead, try this idea: "The service is the product."
On Amazon, service is not being "nice." It's being thoughtful.
It's removing friction before the customer even knows it exists.
• Packaging that's functional and prevents product mistakes
• Inserts that help instead of begging for reviews
• Proactive support before the customer asks
• Something extra you didn't know you were going to get
None of this shows up in a comparison chart. All of it shows up in how the customer feels.
Most sellers ask, “How do I rank higher?”
A better question is, “How do I make this experience one percent better for the person on the other side?”
That experience gap compounds. I know it's hard on Amazon since they hide so much. But we can still make the experience better for our customers.