Liz Adamson

Founder | Lead Consultant, Egility
Liz Adamson is the founder and lead consultant at Egility, an Amazon digital marketing agency. Egility helps brands create and optimize their presence on the Amazon marketplace, creating an Amazon strategy that complements and enhances other existing sales channels. The Egility team has extensive experience in leveraging Amazon's marketing tools to communicate a brand's story and increase total brand awareness and sales. Liz has worked with Amazon sellers since 2011 and has nearly 15 years of experience producing, marketing and selling consumer goods, as well as an MBA with an emphasis in marketing and brand management. To learn more, visit:
  • Posted on: 10/15/2019

    Amazon makes its social positions public

    Another PR play by Amazon to deflect the increasing scrutiny they are receiving from the public and politicians. It may place Amazon under further scrutiny as the public watches to see if it lives up to its stated positions, or it could be a good move to explain why it operates the way it does. Time will tell if Amazon will live up to its bold statements.
  • Posted on: 10/14/2019

    Will Best Buy wrap up Black Friday sales with a price match guarantee in October?

    This is a great way to spread out sales and not have it all hit in one weekend. It's also a benefit to customers who don't want to deal with the crowds and hassle of Black Friday. It will be interesting to see how competition responds. I don't expect they will try to price match Best Buy. Some may try a similar promotion, many may come up with their own promotions to draw customers in early.
  • Posted on: 10/03/2019

    What is Amazon’s ultimate Alexa strategy?

    Voice technology is the next big frontier for tech companies, Amazon included. By launching multiple products in multiple formats Amazon is effectively testing the market to see which products will resonate the most with consumers. Like many of its other initiatives, Amazon is going all-in on voice and is determined to offer the best and most compelling selection of products. And of course a byproduct of their aggressive push into the voice marketing is that they also bring more customers into the Amazon fold where they will continue to spend money on Amazon products and services, including their marketplace.
  • Posted on: 09/25/2019

    What makes consumers grumble most about returning online orders?

    Online shopping provides so much convenience. Browse and buy from your phone, tablet or computer, search hundreds if not thousands of options to find what you want without leaving your home or office, read reviews to see what customers like you liked or didn’t like. Having to return an item disrupts all this convenience. Finding a box or envelope of the original one won’t work. Printing (and paying) for shipping labels. Getting to the post office or UPS store. Finding a replacement item and waiting for it to be sent out and hoping it will work better. All of these pieces can be addressed by online retailers, which some do better than others. The ones who master making returns more convenient will win over a loyal customer base.
  • Posted on: 08/21/2019

    Do social influencers have the ability to boost back-to-school sales?

    Social media and influencers have a huge impact on teens, who place a priority on fitting in. Back to school shopping is no exception. Beyond pencils and paper there are backpacks, new shoes and jeans and endless other items that a teen may just have to have. Whether the teen can influence their parents enough to buy more items or higher priced ones, is another discussion.
  • Posted on: 08/16/2019

    Does a new product donation program for marketplace sellers make Amazon the good guy?

    Amazon seems to continually playing catch up when it comes to PR. Rather than anticipating the scrutiny and bad press and proactively working on its public image, it seems to be constantly reacting to whatever the latest uproar is about. To win the public relations battle it needs to get ahead of the curve and implement positive change before the media drags them through the mud.
  • Posted on: 08/13/2019

    Grocers develop their own tech responses to Amazon Go

    Customers will continue to gravitate to and demand the most convenient option. Being able to literally grab and go, walking out of the store without having to stand in line to pay is the next step in in making convenience stores truly convenient. I did not have a full appreciation of just how powerful that experience was until I recently visited an Amazon Go store, it truly was a very effortless way to shop.
  • Posted on: 07/25/2019

    Has Amazon ‘destroyed the retail industry’ in the U.S.?

    Mnuchin's assessment is ill informed. Amazon has not "destroyed the retail industry." They make up approximately 50% of ecommerce sales which was 14% of retail sales in 2018, a small percentage of total retail sales. The reality is that ecommerce is growing, and it will continue to grow with or without Amazon as things like shipping and returns continue to become more convenient. This is a natural evolution in customer shopping habits, as technology continues to improve, customer behavior will shift. Retailers can either adapt and learn to capitalize on the trend or put their head in the sand and become obsolete.
  • Posted on: 07/22/2019

    Is Amazon’s deal with indie brands a Faustian bargain?

    It's another way Amazon is using third-party sellers and brands to gather data to use for its own purposes. Rather than investing in product launches and testing the market itself, it's dangling things like more visibility and marketing support to get brands to jump on board and cover the start up costs themselves. A $10,000 payout for a brand that takes off on is a huge red flag.
  • Posted on: 07/18/2019

    Amazon and rivals report record Prime Day results

    Amazon has succeeded in creating a new shopping holiday. This year was even more heavily promoted than the last, with a concert by Taylor Swift, the launch of a new beauty line by Lady Gaga, and I even heard radio ads in my own local market. More promotional opportunities were given to third-party sellers on the platform and on average we saw a 60 percent rise in sales. There was a wide range of results, some sellers saw 7x increases while others saw only 15 percent. The difference was primarily preparation, including marketing, promotions and inventory. In short, those that fully leaned into Prime Day saw the largest increases.
  • Posted on: 07/01/2019

    Will a new BOPIS option boost Amazon’s results?

    Amazon is constantly looking for ways to improve the customer experience especially around delivery. With reports of packages being stolen off of porches, this is another way customers can get their packages without worrying about porch pirates. Amazon has also been aggressively exploring how to expand into brick-and-mortar. With its partnership with Kohl’s, Amazon Go, the acquisition of Whole Foods, and now an BOPIS option with Rite Aid, it’s gathering data to figure out it’s next step in its expansion.
  • Posted on: 06/28/2019

    How Tuft & Needle found the right balance on Amazon

    Many brands small and large have used Amazon to their advantage, Tuft & Needle is not an anomaly by any means. The biggest mistakes we see are brands who jump into Amazon without exploring and fully understanding the different strategies and tactics for selling on the marketplace. Brands who are considering testing the waters of Amazon, or any other marketplace, need to invest time to do the needed research to ensure they understand the nuances of the channel.
  • Posted on: 06/27/2019

    The data and analytics talk that must stop

    This is an interesting argument. What makes bad vs good or great customer experience? I think most customers will value a handful of characteristics; value, selection, and convenience and will come back again and again if their expectations are met. So how do we identify and correct bad experiences where expectations are not met?
  • Posted on: 06/26/2019

    Is complaining about customer service becoming America’s national pastime?

    E-tailers are particularly susceptible to poor reviews. Between problems with shipping and poor or inaccurate product descriptions a lot can go wrong when purchasing online. The best practice is to read and respond to poor reviews, let the customer know you are listening and care about their experience. I also encourage retailers to take a hard look and determine if there is any truth to the complaints. Often you can uncover ways to improve the experience and delight the customer by listening to feedback. This can be anything from improving shipping times to clarifying your product description and images.
  • Posted on: 06/25/2019

    Did Amazon just ‘turn up the heat’ on rivals with its Prime Day announcement?

    It's not a huge surprise that Prime day went from 36 hours to 48. It's been the second largest shopping day for Amazon in years past, why not extend it and get more sales and PR attention? We've seen the same thing happen with Black Friday turning into a five day shopping event. Amazon will also continue to offer "pre-Prime Day" sales as well to keep customers shopping in the days leading up to the actual sale event. In past years, other retailers have offered sales of their own during Prime Day and have done relatively well. I imagine they will do the same this year and take advantage of the extra day. Amazon has effectively created a new shopping holiday during the slowest sales season of the year for many merchants, competitors would be wise to take advantage of the opportunity.

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