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: 06/14/2019

    Amazon taps AI to drive fashion recommendations

    This has the potential to make shopping for clothes on Amazon easier, since a search for "women's sweaters" may or may not turn up anything a shopper is actually interested in. Since its launch, Amazon has used algorithms to tailor recommendations to their shoppers, whether or not StyleSnap will do a better job of customizing clothing recommendations remains to be seen.
  • Posted on: 05/29/2019

    Amazon to set small suppliers adrift

    There have been indications for some time that Amazon would cut its smaller suppliers loose and migrate them to their direct-to-consumer platform. While it will be a shift for these small businesses, it does not spell disaster for them. Amazon’s Seller Central platform and FBA platform make it possible for small businesses to continue to ship in their inventory to Amazon’s fulfillment centers putting Amazon in charge of all order fulfillment. The largest shift will be having to take on inventory planning and forecasting for the channel. There is no reason for Amazon’s small vendors to panic, but they should start planning for the transition to Amazon’s 3P model.
  • Posted on: 05/28/2019

    Target turns to advertising opportunities as its core retail business thrives

    The amount of shopper data that Target, Walmart and Amazon have make advertising a natural next step and a great way to leverage that asset. And with Google and Facebook dominating the digital advertising market more competition is needed to both encourage innovation in advertising and to keep pricing competitive.
  • Posted on: 05/20/2019

    Just how big is Amazon’s ethics challenge?

    Amazon has reached its fingers into a huge number of American households. Some reports cite Prime membership as much as ~50% of U.S. households. With that kind of reach comes a lot of scrutiny and responsibility. With a company the size of Amazon it can be a challenge to ensure that there is the right amount of transparency, that teams are not acting on their own without oversight from leadership, and that their good intentions don't come off as having ulterior motives due to a disregard for detail. That said, Amazon has got to put checks and balances in place to ensure that they maintain the trust of their customers and a keep a high ethical standard in place. Once they lose that trust they may not gain it back, and for a company whose mission statement is "to be earth's most customer-centric company," that would be a serious blow.
  • Posted on: 05/15/2019

    Why is Amazon paying employees to quit their jobs?

    With the recent announcement of one-day shipping for Prime customers, and with increasing automation in its fulfillment centers, paying its employees, especially warehouse employees, to start their own DSP business helps solve the shortage of delivery drivers and potential excess of warehouse workers. This type of innovation is not unexpected from Amazon, what remains to be seen is if their employees can transition to be successful business owners. Depending on their previous position it may be a very different skill set.
  • Posted on: 05/06/2019

    Who is winning the shopping search race — Amazon or Google?

    Amazon continues to dominate the final purchase taking 49 percent of e-commerce sales. However Google is a much better platform for discovery and research. Amazon product pages are often incomplete, lacking in images, copy or other important information. Customers looking for ideas or information on a particular product are better served by Google pointing them to numerous articles, videos and even the brand’s own website to gather information on their upcoming purchase. Once that decision is made however they are often going to Amazon for that final purchase.
  • Posted on: 04/30/2019

    Will shoppable ads help Walmart’s Vudu compete with Amazon and Netflix?

    I think the primary pull to any online streaming service, paid or not, will be the quality of the programming. I don't believe that having "shoppable content" will be a draw by itself. That said, with advertising supporting a free service, they may get more viewers coming to try out Vudu, but that goes back to the quality of the programming. If they don't like what is available, they'll go elsewhere, paid or not.
  • Posted on: 04/29/2019

    Why can’t Amazon convert Prime shoppers into Whole Foods shoppers?

    The footprint of Amazon vs. Whole Foods is vastly different. Amazon is available across the country with half of US households as Prime members, Whole Foods has just 477 stores in select locations. Many Prime members may not have a Whole Foods near them or find it convenient to go out of their way to shop at one. And since Prime members value convenience, I don’t see a significant number of them changing grocery stores. Amazon’s acquisition of Whole Foods was likely more about getting their foot in the grocery space and learning what it needs to learn to disrupt the market in their own way.
  • Posted on: 04/26/2019

    Should (can) rivals meet the free one-day delivery bar being set by Amazon?

    Amazon set the standard for free shipping, then 2-day shipping. It's no surprise that they are continuing to shorten shipping times, including offering same day in some metro areas. It's one more feature they are using to delight their customers. Other retailers will need to find ways to compete, it doesn't have to be shipping, it can be product selection, customer service, BOPIS, quality of products, etc. The one thing that is certain is that they will have to continue to innovate and evolve to stay in the game.
  • Posted on: 04/24/2019

    Kohl’s goes all-in on Amazon returns

    This is a good arrangement for both Amazon and Kohl’s. Returning an online purchase has always been a pain point. Packing it up, paying for shipping, etc. An in-store return option will certainly help Amazon customers who live near a Kohl’s. For Kohl’s this arrangement brings in more foot traffic and likely more sales. It’s a win for both and may be laying the groundwork for more integration as Amazon continues to explore brick-and-mortar opportunities and as Kohl’s looks to innovate.
  • 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.

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