๐ฌ๐ผ๐๐ฟ ๐๐บ๐ฎ๐๐ผ๐ป ๐ฐ๐ต๐ฎ๐ป๐ป๐ฒ๐น ๐ฑ๐ฟ๐ถ๐๐ฒ๐ ๐บ๐ผ๐ฟ๐ฒ ๐ฟ๐ฒ๐๐ฒ๐ป๐๐ฒ ๐๐ต๐ฎ
By James Wakefield ๐ก ยท June 9, 2026 ยท Curated by George's Blog
๐ฌ๐ผ๐๐ฟ ๐๐บ๐ฎ๐๐ผ๐ป ๐ฐ๐ต๐ฎ๐ป๐ป๐ฒ๐น ๐ฑ๐ฟ๐ถ๐๐ฒ๐ ๐บ๐ผ๐ฟ๐ฒ ๐ฟ๐ฒ๐๐ฒ๐ป๐๐ฒ ๐๐ต๐ฎ๐ป ๐๐ผ๐๐ฟ ๐๐ฒ๐ฏ๐๐ถ๐๐ฒ. ๐๐๐ ๐ถ๐ ๐ด๐ฒ๐๐ ๐ฎ ๐ณ๐ฟ๐ฎ๐ฐ๐๐ถ๐ผ๐ป ๐ผ๐ณ ๐๐ต๐ฒ ๐ฏ๐๐ฑ๐ด๐ฒ๐.
I see this in brand after brand.
The DTC site gets the rebrand, the creative agency, the dedicated team. Amazon gets a junior hire, a tool subscription and whatever is left at the end of the planning cycle.
Then leadership asks why Amazon growth has stalled.
๐ง๐ต๐ฒ ๐ฏ๐๐ฑ๐ด๐ฒ๐ ๐ฑ๐ผ๐ฒ๐ ๐ป๐ผ๐ ๐บ๐ฎ๐๐ฐ๐ต ๐๐ต๐ฒ ๐ผ๐ฝ๐ฝ๐ผ๐ฟ๐๐๐ป๐ถ๐๐.
Most brands treat Amazon as a retail account. Something that ticks along. Purchase orders come in, stock goes out, revenue appears.
That works until it does not.
Competitors invest. Your organic rankings drop. Resellers win your Buy Box. Content degrades. Visibility falls.
๐๐ฐ๐ฟ๐ผ๐๐ ๐ผ๐๐ฟ ๐ฐ๐น๐ถ๐ฒ๐ป๐ ๐ฏ๐ฎ๐๐ฒ, ๐๐บ๐ฎ๐๐ผ๐ป ๐ฎ๐ฐ๐ฐ๐ผ๐๐ป๐๐ ๐ณ๐ผ๐ฟ ๐ฐ๐ฌ-๐ฒ๐ฌ% ๐ผ๐ณ ๐ผ๐ป๐น๐ถ๐ป๐ฒ ๐ฟ๐ฒ๐๐ฒ๐ป๐๐ฒ. ๐ง๐ต๐ฒ ๐ฏ๐๐ฑ๐ด๐ฒ๐ ๐ฎ๐น๐น๐ผ๐ฐ๐ฎ๐๐ฒ๐ฑ ๐๐ผ ๐ถ๐ ๐ฟ๐ฎ๐ฟ๐ฒ๐น๐ ๐ฒ๐ ๐ฐ๐ฒ๐ฒ๐ฑ๐ ๐ญ๐ฌ%.
The brands growing on Amazon resourced it properly. Senior attention, specialist support, investment in content and advertising that matches the size of the prize.
Amazon is not a channel you can neglect and expect to grow.
๐ฌ๐ผ๐๐ฟ ๐ฏ๐ถ๐ด๐ด๐ฒ๐๐ ๐ฐ๐ต๐ฎ๐ป๐ป๐ฒ๐น ๐ฑ๐ฒ๐๐ฒ๐ฟ๐๐ฒ๐ ๐บ๐ผ๐ฟ๐ฒ ๐๐ต๐ฎ๐ป ๐น๐ฒ๐ณ๐๐ผ๐๐ฒ๐ฟ ๐ฏ๐๐ฑ๐ด๐ฒ๐.