Article
in Briefings
TL;DR: Positive AVN outcomes are within reach, with 1-in-3 vendors seeing neutral to positive impacts to their margins, trade terms, and cost prices in 2026. Success requires year-round margin work, preparing quantified pain points, anchored opening asks, and pre-aligned escalation plans, understanding and exercising your commercial leverage, and steering investments towards growth drivers. 3 minute […]
Article
in Briefings
TL;DR: Just 13% of brands build their Amazon ad budget bottom up from category and share-of-voice targets. Odyssey’s framework for 2027 starts with the pre-work most brands skip (an aligned vision, a validated goal, and a budget to realistically meet that goal), then works through six allocation decisions that each trace back to the goal. […]
Article
in Briefings
TL;DR: Insurgent brands are growing three to eight times faster than their categories on Amazon, and they do it with productive launches, demand built off Amazon, and visibility they rarely pay for. Yet only 30% of brands monitor competition continuously, and 37% would wait for the next annual plan or not respond at all. The […]
Article
in Briefings
TL;DR: Danone’s Become a Home’rista program ran as one multi-brand platform across influencer, retail media, the digital shelf, and in-store at multiple retailers. Erin Anderson of Danone and Elaine Bragg of Flywheel explained the internal changes behind it: a Connected Commerce organization that combines omni-activation, eCommerce, and media; funding and approval that sit above the […]
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in Research
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in Briefings
TL;DR: Sponsored Products remain the core of Amazon advertising budgets, and most accounts leak spend through a lack of control. Jake Merrill and Sam Jennings of Odyssey eCommerce shared ten tactics for finding and fixing wasted spend across campaign setup, targeting, and optimization, each with a specific place to check in the ad console and […]
Article
in Briefings
TL;DR: Successfully launching a product means winning across inter-linked elements at once: keywords, personalized results, Alexa and Sparky, off-retailer agents, and paid media. Amanda Wolff of ProductWind shared the importance of understanding where a product fits in its category, writing for shoppers and AI simultaneously, using creators in efficient ways, and timing advertising onsite and […]
Article
in Briefings
TL;DR: Even the best Amazon PDPs are leaving conversion on the table somewhere, whether in how they order the product story, how clearly they name their audience, or whether their images and video are built for mobile. Winning the page is a system rather than a single fix, and as Alexa makes discovery less predictable, […]