🛑 Attention Amazon Sellers

Last week I was in Dubai Worldef as a speaker with my session “Amazon Ads beyond the basics: 7 advanced PPC strategies that move the needle.” Here are the slides.

Also: it’s insane what they’ve built in Dubai Commercity. The infrastructure, the pace, the ambition… it’s on another level.

And the eCommerce and qCommerce activity in the city is UNreal. Noon is leading the charge and Amazon Now in Dubai is basically “everything delivered at your door in 10-30 mins, 24/7/365.” That is the bar now.

📰 What you need to know

👉 New whitepaper: ChatGPT shopping infrastructure and patents: Andrew Bell and the Azoma team went deep on how ChatGPT Shopping works under the hood, combining OpenAI commerce documentation plus the patent that supports how recommendations happen.

👉 If you missed the live seller session I announced last week, now is your chance to see the replay before it’s permanently deleted:

• How to unlock insane levels of profitability by pulling the right levers most sellers ignore

• How to hire elite global talent while saving 80% on payroll

• How to align incentives so your staff wants to perform at the highest level

• Why specialized teams crush teams of generalists 

• A bonus that will blow your mind

👉 Amazon’s marketplace is concentrating fast: top 1.6% drive 50% of 3P GMV
Fewer than ~8,000 sellers generate half of Amazon’s estimated $300B in U.S. third-party GMV.

👉 Agentic checkout is arriving everywhere. Why? Bc Microsoft Copilot, ChatGPT and Google’s AI Mode are converging into similar “buy” experiences, but the tech stack behind it differs (ACP vs UCP). Etsy is live across them in the U.S., Perplexity has something similar, and it looks like Claude could launch this year.

👉 Amazon is sending your clients AI-generated ad optimization summaries with a PDF “analysis” doc, and yes, the emojis scream AI. If you’re an agency, get in front of this: reply to the email with your client copied, and tell your ad rep how you want these adapted so you don’t have to explain random “spend more on brand terms” suggestions later.

💡 Weekly tip: the Gatacca strategy (SERP real estate domination)

The fastest way to “own the page” isn’t higher bids. It’s more eligible ASINs.

You “clone” your offer into multiple buyable options (packs, sizes, bundles, variants). More eligible ASINs = more “tickets” in the auction = more chances to appear. The goal is simple: increase share of voice and push competitors below the fold.

1. How to create clones without getting burned

• Create 2-5 legitimate purchase options, for example:

  • Single vs 2-pack vs 4-pack (quantity)

  • Size A vs Size B (dimensions/volume)

  • Bundle with a complementary accessory

  • Starter kit vs refill vs pro kit

• Best practice: connect via variation family when possible (conversion + review pooling)

• Rule: each clone must be a real customer choice, not duplicate spam

2. Turning clones into a SERP takeover

• Sponsored brands (collection): feature your best 3 clones for the keyword intent

• Sponsored brands video: run a “hero” clone (or rotate)

• Sponsored products: 1 campaign per clone on the same exact keyword set

3. Landing strategy

• SB collection -> Store subpage built around that keyword intent

• SB video -> PDP (or a Store page that behaves like a PDP)

Every colored ASIN you see in the screenshot belongs to THE SAME SELLER. Bananas!

⚒ Software & services

As we do every week, here are two links that actually move the needle:

• FREE Walmart recovery profit audit: book a margin and recovery audit to identify profit leaks and missed opportunities on your Walmart 1P and 3P Accounts, by Threecolts.

• Full DataHawk access for 90 days with fair-use quotas plus 90 minutes with a solutions specialist. Test advanced analytics: Seller + Vendor + Ads + market intel + AI modules before committing long term. Here’s how to redeem