Insights
What we see running DTC, eCommerce and marketplace businesses: the store, Amazon and Walmart, paid media, the P&L, and how brands end up in the answer when a buyer asks ChatGPT, Gemini or Perplexity.
Usually yes, if you run both as one business. Amazon is where a large share of product searches start, and if you are not there, someone else is selling to your buyer. The brands that get hurt are the ones that let Amazon and their own store compete on price, promotions and inventory instead of giving each channel a clear job.
ReadAI assistants recommend the brands they can find, understand and verify. That means pages that answer buyer questions directly, consistent facts about your products across your site, marketplaces and reviews, and mentions on third-party sites the engines already trust. It is a discipline called answer engine optimization (AEO), and it is measurable.
ReadA fractional Head of eCommerce owns the digital business part time: the store, the marketplaces, paid media and the P&L behind them, with real decision rights and a fixed term. Brands usually need one when digital revenue is meaningful but nobody senior owns it, and a full-time hire is not yet justified.
Read