A $20M football brand has an expiry date. I said that on a discovery call. They’
By Naeela · October 2, 2026 · Curated by George's Blog
A $20M football brand has an expiry date.
I said that on a discovery call.
They’ve earned the first spot on Amazon. But the product looks much like the alternatives. Holding that position means protecting the listing from resellers, watching new competitors and responding to price cuts. What worked a few years ago is becoming a race to the bottom.
It wasn’t comfortable feedback, and it’s the kind of thing many agencies shy away from saying to a brand doing $20M in revenue.
Here’s my perspective: being first in Amazon’s results isn’t the same as being the brand a customer came to find.
AI shopping makes product comparisons easier, but it didn’t create this problem. When a customer can’t see a reason to choose a brand beyond its position or price, a cheaper lookalike becomes a serious threat.
I’d still protect the listing. But I’d put just as much attention on what gives people a reason to seek out the brand and buy again.
That starts with a decision: who do you want to be the obvious choice for, and what will you build that gives those people a reason to choose you again? The answer has to shape the product as well as the next ad campaign.
Because if the only difference a customer can see is the price, someone else gets to decide what your brand is worth.