AMAZON PULLS THE RUG

It took less than 30 days for Amazon and other top marketplace retailers to punish its media partners. With historic levels of organic demand, there is a diminished need for media-driven traffic.

Amazon doesn’t need publishers for demand generation any longer.

Now-established players have learned that Instagram advertisements and influencer campaigns only scale to a point: they can net no more than a few hundred thousand of a brand’s “first best” customers. This has driven a shift toward physical retail and prompted founders to agonize over if and when to peddle their wares on Amazon, making direct to co... See more