Amazon & Marketplace

Amazon Advertising

8 min

The 2P Model

The Amazon IPI Score Trap: Why CPG Brands Are Losing FBA Space (And How to Get It Back)

Amazon IPI scores below 400 trigger storage limits that choke your FBA capacity. Here are the four levers CPG brands pull to recover from 350 to 500+ in weeks.

8 min

The 2P Model

The Amazon CRaP List, Explained (And How CPG Brands Get Off It)

What the Amazon CRaP list is, why your SKUs end up on it, and the four-step diagnostic CPG brands use to escape it before Amazon kills your buy quantities.

8 min

The 2P Model

Walmart Marketplace vs. Amazon for CPG: The 2026 Decision Framework

Head-to-head comparison of Walmart Marketplace and Amazon for CPG brands across fees, fulfillment, advertising, and growth. The 2026 Channel Fit Matrix inside.

8 min

The 2P Model

Amazon Inbound Placement Fees: The New Math of 3P Economics

Amazon's inbound placement fees add $0.21-$1.58 per unit to 3P FBA costs. Here's how they work, what they total, and why 2P sidesteps them entirely.

8 min

The 2P Model

Amazon Chargebacks: The CFO's 2026 Recovery Playbook

The CFO's playbook for Amazon chargeback recovery — top 10 chargeback codes, contestability rates, and the weekly-monthly-quarterly recovery cadence that recovers 70%+.

8 min

The 2P Model

Are You Big Enough for 2P? Revenue Thresholds and Readiness for CPG Brands

Real revenue thresholds for 2P Amazon partnerships — three tiers from $5M to $500M+, the readiness signals beyond revenue, and what changes at each level.

8 min

The 2P Model

The Best Amazon Accelerators for CPG Brands in 2026

A strategic comparison of the top Amazon accelerators for CPG brands in 2026 — Pattern, Luminize, Front Row, Recom, Spreetail, and Neato — with operator profiles and positioning.

8 min

The 2P Model

Amazon MAP Enforcement: The CPG Brand's 2026 Playbook

The 2026 operational playbook for enforcing MAP on Amazon. Detection, escalation, the four-step MAP Recovery Ladder, and how 2P structurally eliminates pricing violations.

Warehouse filled with ecommerce packages

7 min

The 2P Model

Summer Slowdown Is a Lie: Why July Is the Most Important Month of Your Amazon Year

July isn't a quiet quarter — it's where Q4 gets decided. Inventory windows close, Prime Day signal is freshest, and ad strategy locks in. Here's the operator's checklist.

Advertising analytics dashboard on a monitor

8 min

The 2P Model

Why Your Amazon Advertising ROAS Is Lying to You

Your Amazon Ads dashboard is structurally overstating the incremental value of your retail media spend. Here are the five specific ways ROAS lies — and what to do about each.

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