Operator-grade writing on Amazon profit recovery.

On May 13, 2026 Amazon retired Rufus and merged it into Alexa for Shopping — now appearing in most U.S. search results. Here's what changed and what to do.

Most brands cut ACOS by slashing bids — and lose rank and revenue doing it. Here's how to lower your Amazon ACOS by cutting waste, not sales.

Day parting recovers 5–18% of wasted Amazon ad spend for the brands it fits — and almost none for those it doesn't. Here's how to tell which you are.

Five reporting blind spots that explain why 'healthy' stores leak six figures a year — and how to reconcile dashboard profit with settlement deposits.

The launch sequence we ran when a competitor with 14× the review count owned page one — and why outspending them would have killed the brand.

Almost every Amazon suppression event has a 72-hour warning window. Here's the Monday-morning catalogue pass we run to catch them before they bite.

ACOS feels good at 12% but is meaningless if your TACoS is 28%. Here's what to optimise for if you actually want take-home profit.

Fee-creep variants, return cliffs, storage ghosts — the SKU-level bleeds nobody flags until your quarterly P&L lands.

Six lines every founder should be able to find inside Seller Central in under 90 seconds — and the math behind each.