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: 04/15/2019

    Can Walmart beat Amazon, Facebook and Google at the online ad game?

    Smart move on Walmart’s part. The combination of their in-store and online data, with the acquisition of Polymorph, will certainly help them become a major ad player. Brands have been moving dollars to Amazon, in part due to the way Amazon can target customers using its data. Brands already selling through Walmart channels should definitely be exploring their ad platform.
  • Posted on: 04/11/2019

    Amazon Go doesn’t want to leave cash on the table

    In Jeff Bezos's letter to shareholders that was published today, he specifically mentions Amazon Go as an example of "imagining the impossible" and accomplishing it by creating a cashierless store, thereby removing the pain point of waiting in lines. Whether or not they are accepting cash on principle or necessity, I believe Amazon will continue to find its own way to do the impossible and preserve the concept of a cashierless store and still accept cash.
  • Posted on: 04/09/2019

    Retailers and brands become best of frenemies with Amazon

    The growth and reach of Amazon can’t be ignored. Roughly half of U.S households are Prime members who spend more money and shop more frequently on Amazon than non-Prime members. To continue to grow their business brands need to go where their customers are. And right now customers are embracing free two-day shipping and other perks that come with shopping on Amazon.
  • Posted on: 04/05/2019

    Trump’s China tariff dispute leaves retail and consumer brands in limbo

    Retailers and brands should be preparing for the worst and hoping for the best. That may mean diversifying their manufacturing and supply, slowly testing price increases and looking into other ways to cut costs. There will be different solutions depending on the brand. If tariffs are raised they’ll be prepared, if not they’ll have cut some fat from their operations and be that much more prepared for the next wave of political upheaval.
  • Posted on: 04/04/2019

    Chrome extension shows Goodwill to shoppers, not to Amazon or Walmart

    Great move for Goodwill. Thrift store shoppers are more price conscious and having a plug-in that alerts them when second-hand items are available is a great way to keep up awareness and traffic as marketplaces like Amazon and Walmart grow. Its success will depend on how consistently they are able to show a better offer. If it’s few and far between customers will lose interest.
  • Posted on: 03/29/2019

    Has wearable tech already gone out of style?

    There may have been initial fascination with the new wearable tech, but consumers are starting to notice how distracting and inconvenient it is to have your wrist buzzing notifications several times a day. The constant connection to our smart devices has many people worried about the effect on their mental health and many are starting to find ways to decrease the influence of tech in their lives.
  • Posted on: 03/19/2019

    Are Amazon’s private labels falling short or just getting started?

    This was an interesting study and an interesting presentation at Prosper Show yesterday. While the majority of Amazon's private label brands have not seen runaway success, the study does point out that they have been successful with brands in categories where the products are commodities and no brand "owns" the category. An example is charging cables under the Amazon Basics brand. This product line has done well as Amazon is able to provide products in a niche where branding is not important but low price is. Amazon may not be a runaway success in some categories like mattresses, but as they continue to find and fill holes in niches where there is not currently a strong brand presence, they will continue to grow their private label lines.
  • Posted on: 03/13/2019

    Will ending its price parity rule take the antitrust heat off Amazon?

    While Amazon has taken its price parity rule out of its seller agreements I don’t believe it will be changing its search and buy box algorithm to follow suit. The buy box, or the click to buy button, will kick out any seller whose price has been deemed too high by Amazon. Conversion rates plummet when a seller does not have the buy box, so sellers will need to continue to keep price parity with other platforms. There have been many other concerns raised by antitrust watchdogs, including Amazon’s access to massive amounts of third-party seller data and using that data to launch their own product lines. At some point business practices of tech giants like Amazon, Facebook and Google will need to be reviewed and addressed. As that happens the question should be, what is good for the consumer? And going back to the price parity rule, you can argue that it is indeed best for the consumer that Amazon drive down prices across their marketplace.
  • Posted on: 03/07/2019

    Amazon puts a pin in its pop-ups to focus on permanent stores

    Amazon will often test ideas on a number of fronts, gather the data, then make a decision where they should more fully commit. The pop-ups were part of a test as they explored different brick-and-mortar concepts. Closing them down with the announcement that they are expanding their other stores is a clear sign that they are finding a direction and are making some key decisions on the future of their brick-and-mortar business.
  • Posted on: 03/06/2019

    Will attribute-based product recommendations be a game changer for Walmart?

    In the age of information overload, providing customers with a way to view only the most relevant information will certainly provide a better user experience. With many shoppers using online sites to research products before they buy, Walmart is smart to harness technology to make that research easier.
  • Posted on: 03/05/2019

    Where are chatbots falling short of consumer expectations?

    We've seen chatbots take off in marketing, especially on platforms like Facebook. Click through rates and engagement are extremely high and more and more digital marketers are embracing the technology. As adoption rates increase among advertisers, and more and more chatbots are used to sell products, there will need to be a certain amount of thoughtfulness used to ensure that they don't become spammy or over the top. Platforms like Facebook are already monitoring and working to keep this under control.
  • Posted on: 03/04/2019

    What will Amazon do with a conventional grocery banner?

    One thing Amazon is good at is disruption. They approach problems differently and find unique ways to solve them. After a year of learning from their While Foods acquisition, they may have some tricks up their sleeve that may position their grocery stores to be wildly successful. Or they may not, but if anything Amazon is not afraid to fail and profit margins have always been lower priority. It will be interesting to watch.
  • Posted on: 03/01/2019

    How does dynamic pricing affect online purchasing behavior?

    Dynamic pricing most certainly has trained customers to shop around and wait for the best price. Customers are savvy, e-commerce customers especially are often hunting for the best price and are very aware that online shops are changing prices frequently. There are also plenty of apps that help customers see price history and help them decide whether to buy now or wait for a better deal. Retailers should keep this in mind when making pricing decisions and thinking about how it will affect their bottom line.
  • Posted on: 02/26/2019

    Will a curated marketplace strategy be an online game changer for Target?

    While curating products that fill the holes in its existing assortment will be good for existing customers, I don’t see it as a strategy to gain new ones. In the online marketplace space, Amazon is the dominant competitor and is branded as the Everything Store, and it delivers on that with its billions of product listings. Amazon shoppers, especially Prime members are not going to have a compelling reason to switch to the Target marketplace. Returns in-store could be argued as a differentiator, but Amazon does make it pretty easy to send back returns. I don’t see Target impacting Amazon’s market share with Target+.
  • Posted on: 02/25/2019

    Tide to roll out laundry cleaning service nationwide

    Demand for laundry service is certainly high among busy professionals and college students among others. What’s interesting is to see a consumer goods company move into a brick-and-mortar service-based business. Some companies have failed expanding outside their core competency, however with the concept having been tested over the past 10 years, P&G has likely worked out the kinks and created a working business model.

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