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.

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

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.

The real cost of switching Amazon operators — five hidden costs, real revenue-loss timelines, and why a 2P transition works differently than an agency swap.

The 2026 guide to TikTok Shop for CPG brands. Commission structure, creator economics, 12-20% return rates, and why MCF solves the fulfillment problem.

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

How Amazon's COSMO algorithm and Rufus are rewriting product discovery for CPG brands. The four signals COSMO reads, practical listing updates, and what A9-era tactics to drop.

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.

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.