imagery that’s optimized for Amazon’s search engine, and that your inventory and distribution are set up to handle the channel’s demands. Mind your reviews: Amazon’s product reviews indicate consumer intent, user experience, and propensity to recommend. Compare comments on your products with those about your competitors. Check geographic and demographic data to inform segmentation strategies. Pricing tips: Amazon is the top source of information when a consumer is showrooming because of price and convenience. Amazon 1-Click turns a search into a sale with a screen tap. When you sell your product on Amazon, your competitors are both on-and offline; factor in this new consumer behaviour and exposure when pricing your product. Understand the shopper: Why does she use Amazon? What’s important to her? How can you take advantage of Amazon’s tools to meet her needs? Drive traffic: Learn your options, both on and off Amazon, for getting likely shoppers to your Amazon store. How can you fill your funnel with shoppers who are primed for the Amazon experience? Check your numbers: Challenge the data Amazon provides, and build your own set of KPIs. Distill both data sets into an easy-to-act-on dashboard. Spend wisely: Measure and adjust your tactics for driving traffic and conversion, and fine tune your marketing spend. Compare and contrast with your competitors’ on-site initiatives. Optimize your offer: Now that you have some data, ask which of your products are doing well? How can you optimize products and packaging for the channel to do even better? Use all available tools: Use joint CRM programs and Amazon Vine to identify shoppers likely to favourably review your product, and incentivize them to do so. My colleague Rory Sutherland reminds me of a speech David Ogilvy made to the Life Assurance Agency Management Association in 1965. David said: I myself have life assurance policies with three companies. Not one of them has even written me a letter suggesting that I buy more insurance from them. All they