“If you don’t sell on Amazon, somebody else is gonna sell it.”
When should a DTC brand stop treating Amazon as an afterthought?
Mike Beckham (CEO, Simple Modern), Jason Panzer (President, HexClad), Matt Bertulli (Founder, Pela Case & Lomi), and Katy Mimari (CEO, Caden Lane) break down the five things DTC brands must get right to scale on Amazon.
1. Always stay in stock
2. Executive ownership
3. Tailor your catalog
4. Protect your reviews
5. Pricing and promotion
Amazon drives over half of Simple Modern’s contribution profit, yet Matt and Katy admit neglecting it. Mike’s fix covers five fronts: inventory, ownership, catalog, reviews, and pricing. Even HexClad is still learning, after underinvesting cost it millions this year.
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Postscript
Chapters
00:00:00 2027 Amazon Playbook
00:01:48 Meta CPMs Only Go Up
00:06:52 Mike’s 5 Things to Scale
00:11:36 Never Go Out of Stock
00:16:48 Trevi’s Golden Path
00:26:04 Jason Coaches Katy
00:35:27 You Need a Champion
00:43:44 Amazon Is Your Resume
00:48:53 Reviews & Black Hats
00:56:55 Third Rail of Amazon
01:04:34 Do Cheap Products Win?
01:10:39 OU Football Lesson
