Amazon & Marketplace
Amazon Advertising
6/26/26
6 min
The 2P Model
Walmart Connect Is Eating Amazon's Lunch (Sort Of). Here's What CPG Should Watch.
Walmart Connect isn't eating Amazon's lunch — both platforms are growing. But the competitive dynamic has shifted enough that CPG brands still treating Walmart Connect as a secondary line item are making a strategic mistake.
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6/12/26
8 min read
The 2P Model
Retail Media Waste: Where Brands Burn Budget Without Real Incrementality
Retail media is the fastest-growing — and least-audited — ad category in the world. A lot of those dollars buy the appearance of growth, not growth. Here's how to audit for real incrementality.
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6/8/26
7 min read
The 2P Model
Why Most Brands Are Measuring Marketplace Growth Wrong
"Amazon revenue up 42% YoY" is the easiest metric to grow and the most expensive to optimize for. The brands compounding on Amazon measure contribution profit...
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5/22/26
9 min read
The 2P Model
Amazon DSP Advertising: The CPG Brand's Guide
A practical guide to Amazon DSP advertising for CPG brands. Learn how DSP works, when to use it, what it costs, and how to measure real results.
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5/11/26
9 min
The 2P Model
Amazon Advertising Transparency: Why Your Agency's ROAS Is Lying
Your Amazon agency's ROAS numbers look great on paper. Here's why they're misleading and what metrics actually matter for CPG brand profitability.
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4/23/26
6 Minutes
The 2P Model
The Amazon Subscribe & Save Playbook
A one-time customer costs money to acquire. Sponsored Products, Sponsored Brands, maybe DSP...
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3/23/26
8 Minutes
The 2P Model
Why Your Amazon TACOS Is a Brand Problem
I pulled a search term report last week for a brand spending $50K/month on Amazon ads.
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