20-40% of retail media spend is non-incremental. Here's the Incrementality Testing Cadence — the quarterly test rotation that reveals your real ROAS, not your reported one.

How omnichannel 2P works — one inventory pool via Amazon MCF serving Amazon, TikTok Shop, Shopify, and Walmart. The model, the math, and who's actually running it.

Amazon co-op fees now run 8-12% of Vendor Central revenue for CPG brands. Here's the full cost stack, real category ranges, and how 2P restructures the math.

Amazon Vine costs $200 per parent ASIN and yields 15-25 reviews at 3.8-4.2 stars. Here's when it works for CPG brands, when it doesn't, and how to time it.

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.

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.

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

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.

TikTok Shop requires 2-day shipping on 90%+ of US orders. Most 3PLs can't hit it. Here's the diagnostic test, the unit economics, and the MCF fix.

TikTok Shop return rates run 12-20% for CPG — 3-5x Amazon. Here's the return provisioning model that separates real margin from false confidence.