Newsletter - April 2025
Your Marketplace Playbook: Power Dinner, Prime Day Prep, & Strategic Shifts
🥂 ATLANTA | APRIL 25
Private Power Dinner — Hosted by Oscar
If you're in Atlanta this week, I’m hosting a private dinner focused on real-world power — the kind that comes from clarity, action, and letting the right partners take the other fights off your plate. Reach out if you'd like to join.
🧠 MARKETPLACE STRATEGY INSIGHTS
SHEIN May 6 Webinar: What Every Brand Needs to Know
From Funnels to Networks: Shoppers now move through a journey shaped by influence: Stream → Scroll → Search → Shop. BCG report »
The New Marketplace Standard: Bazaars are out. Curated ecosystems are in.
Leadership Isn’t Portable: Success on Amazon doesn’t guarantee results on TikTok Shop, Walmart, or SHEIN.
Product-Market Fit Matters: Some platforms are better suited to specific categories — force-fitting leads to friction.
Execution Framework: Use a Customer × Platform × Fulfillment × Geography matrix to guide content, pricing, and profit.
🔥 SUMMER SETS UP YOUR WINTER
Prime Day is Expanding — Prep Now
Amazon’s Prime Day 2025 will run for four full days, giving brands extended exposure and customers more time to shop. This is your moment to set up Q4 momentum.
Key Actions:
Deals Due: Submit Prime Exclusive Best & Lightning Deals by May 23
Inventory Deadlines: FBA must arrive by June 9 (minimal splits) or June 18 (optimized splits)
Top Opportunities:
Best Deals (15% off min.)
Lightning Deals (20% off min.)
Prime Member Coupons (5% off min.)
Exclusive Price Discounts (15% off min.)
📘 View the full Prime Day Readiness Guide »
📦 FBA SHIPMENT CHANGES
Amazon to Start Charging for Incorrect Shipment Dimensions
Soon, if your provided dimensions are off, you’ll see a fee adjustment—either a credit or charge. View discrepancies in Inbound Performance > Inaccurate Transportation Weight/Dims. Rollout begins with 30-day notice.
📬 QUICK HITS FROM AMAZON
Amazon’s Latest Seller Updates, Summarized:
New Program: Seller Incentives Plus replaces Launchpad — benefits include Premium A+ access and $2K in ad credits for qualifying new brands.
Returns Reimagined: Join Amazon Renewed Webinars (May 8 & 9) to turn returns into revenue.
Canada KYC Updates: New verification rules for Amazon.ca sellers — 60 days to comply or risk deactivation.
SPP Migration: All third-party providers using Seller Central APIs must switch to Solution Provider Portal (SPP) by August 31.
📬 QUICK HITS FROM Walmart.com
🔍 Walmart Gets Smarter with Target ROAS Bidding (And So Should You)
Walmart is rolling out Target ROAS bidding—an AI-driven tool designed to help advertisers align spend with performance goals more precisely. This puts it in line with mature marketplaces like Amazon and Google. For brands or agencies already integrated via API, this could be a game-changer for margin-aware campaigns. For those not yet plugged in—time to get technical or get left behind.
🎯 Back-to-School Blueprint: Layered Media = Better Returns
Walmart’s case study on J.M. Smucker shows the power of omnichannel layering. By combining Homepage Features, Onsite Display, and Offsite DSP (including Pinterest), they drove a +48% ROAS vs. non-seasonal efforts. If you're not combining upper- and lower-funnel levers—especially during peak seasons—you're leaving returns on the table.