Channel Strategy
DTC & Lifecycle


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%+.
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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.
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8 min
The 2P Model
How to Vet an Amazon 2P Partner: 15 Questions to Ask Before You Sign
The 15-question Amazon 2P partner RFP — structured due-diligence questions across deal structure, operations, technology, and exit terms to ask before you sign
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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.
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8 min
The 2P Model
Seller of Record vs. Merchant of Record: The Distinction CPG Founders Actually Need
Seller of record vs. merchant of record — the legal, tax, and liability distinctions CPG founders need to understand before choosing an Amazon partner model.
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8 min
The 2P Model
The 1P to 2P Migration: A CPG Brand's Playbook for Leaving Vendor Central
A CPG founder's playbook for migrating from Amazon Vendor Central (1P) to a 2P partnership. Six defined stages, real timelines, and why 2P beats the 3P scramble.
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8 min
The 2P Model
When to Fire Your Amazon Agency: 10 Warning Signs
en quantifiable warning signs that your Amazon agency is underperforming. TACOS thresholds, ROAS degradation, chargeback recovery rates, and when to make the switch.
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8 min
The 2P Model
The 2026 CPG Guide to TikTok Shop: Economics, Operations, and Fulfillment
The 2026 guide to TikTok Shop for CPG brands. Commission structure, creator economics, 12-20% return rates, and why MCF solves the fulfillment problem.
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8 min
The 2P Model
Vendor Central vs. Seller Central vs. 2P: The 2026 Three-Way Decision
2026 guide comparing Vendor Central (1P), Seller Central (3P), and 2P for CPG brands. Decision matrix, real economics, and the third option most brands miss.
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9 min
The 2P Model
The CPG Brand's Practical Playbook for TikTok Shop in 2026
TikTok Shop thrives for CPG brands when its operational foundation—SKU selection, creator programs, fulfillment, pricing, measurement, and brand integration. Here’s the playbook for success in 2026.
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