Operations & Profitability
Profitability & Margin
7/1/26
6 min
The 2P Model
Half-Year Reckoning: The 3 Numbers Every CPG Operator Should Stress-Test in July
The first week of July is the most useful week of the year to look at your business honestly. Three stress tests reveal whether your CPG brand is actually growing — or just appearing to.
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6/29/26
8 min
The 2P Model
Amazon Brand Protection: The CFO's Guide to Channel Cleanup
Brand protection on Amazon isn't an operational nuisance to cost-control — it's a financial discipline that protects the unit economics of your largest sales channel. Here's how CFOs should frame the investment.
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6/17/26
8 min read
The 2P Model
FBA vs. FBM in 2026: A Decision Framework for Brands Doing $10M+
The off-the-shelf 'FBA vs FBM' advice stopped tracking reality. For brands doing $10M+, the answer isn't all-FBA — it's a SKU-level fulfillment matrix you re-pick every quarter.
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6/15/26
8 min read
The 2P Model
The Hidden Tax of Vendor Central: Why CPG Brands Are Quietly Leaving 1P in 2026
Vendor Central used to be a destination. In 2026 it's a problem to solve — chargebacks, co-op, and ad asks have quietly compressed 1P margins 30-50%.
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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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5/25/26
9 min
The 2P Model
Amazon A+ Content for CPG Brands: What Actually Moves the Needle
A practical guide to Amazon A+ Content for CPG brands. Learn what works, what doesn't, and how to build A+ Content that converts browsers into buyers.
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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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5/7/26
8 min
The 2P Model
Three Questions Every Brand Should Ask Before Launching a New Sales Channel
A diagnostic framework for evaluating new sales channel launches. Ask these three questions about fulfillment, pricing integrity, and equity before expanding.
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4/13/26
5 Minutes
The 2P Model
Why We Invested in Growth — And What It Means for the Brands We Serve
The ecommerce landscape in 2026 looks nothing like it did five years ago.
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