I build Amazon inside global beauty and write about the systems that compound revenue — Amazon, connected commerce, and the AI Shelf.
The newsletter for operators who treat commerce as a system.
AMC, retail media, promo architecture, JBP leverage, the full shelf. Not isolated tactics — a commercial system that compounds when built right.
Amazon is one channel. TikTok Shop, DTC, brick-and-mortar, marketplaces — the O+O ecosystem where the real leverage compounds and most brands are still drawing the map.
AI-driven discovery is restructuring how products get found and bought — Rufus, ChatGPT shopping, Perplexity, Google AI Overviews. The next decade of category share is being decided here.
A 45 percent gross margin channel becomes a low single-digit net contribution once you load it. The gap, the math, and the question your CFO should ask on Monday.
The CFO instinct to defend DTC margins by under-investing in Amazon reliably makes both channels worse. The math is eight years stale, and the brands growing Amazon fastest are growing DTC fastest.
Most commentary tells you what happened. I care about what it means — and what to do next.
I've built my career at the intersection of luxury beauty, Amazon, and the commercial systems that actually move revenue. I know the corporate machine — its language, its layers, what drives decisions at the top — and I know what it takes to perform inside it.
I think about commerce the way a founder would. Obsessed with results, impatient with theatre, always looking for the lever that compounds.
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