PROFILE

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.
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  • Posted on: 10/12/2018

    Is Amazon on the right path to improved product discovery with Scout?

    A visual search feature like Scout is due to be tested. And Amazon has the capabilities and resources to test and iterate this concept. While the technology may still be rudimentary, if there is a way to fine tune the AI to respond to customer visual preferences, it will be a powerful search tool. Relying on keyword search will only get you so far; it's easy to search for "blue pillow" but harder to describe the shape, style, design, materials, etc. all in a keyword search query.
  • Posted on: 10/10/2018

    Amazon pop-up gets the Good Housekeeping seal of approval

    The GH pop-up store and the new 4-star store are each exploring very different formats. The GH store highly curated from one primary category with a showroom, inventory-less format, and the 4-star store also curated using the review criteria, but with much less cohesion. The GH store will bring in more dedicated traffic, shoppers looking for home goods, while the 4-star store may bring more curiosity at first as shoppers try to figure out what kinds of products are available. The inventory-less format will be interesting; some customers may not want to wait for shipping or open an Amazon account if they don't want one. On the other hand it could be a great play to bring in even more customers into the Amazon marketplace.
  • Posted on: 09/27/2018

    Will Amazon disrupt retail again with its new 4-star store concept?

    It will be interesting to see how cohesive the selection will be. There are dozens of product categories and sub-categories on Amazon.com, customers in the 4-star store could find it odd having a mix of toys merchandised alongside tools. That said, it will definitely draw curious shoppers. And assuming the assortment is carefully curated and that it is updated as shopping habits change, it will even bring back repeat shoppers. In addition, this new store combined with Amazon's bookstores, Amazon Go and its acquisition of Whole Foods is all a strong signal that 1.) Brick-and-mortar is not dead despite strong e-commerce growth and 2.) Amazon is experimenting with how to further disrupt the shopping industry.
  • Posted on: 09/24/2018

    Amazon shows third-party sellers all the love with microsite and TV campaign

    I see this as primarily a PR and political move from Amazon. This new storefront initiative combined with their SMB Impact Report earlier this year is designed to educate and convince consumers that Amazon is good for small business and job growth. With the increased pressure and negative press being generated by the EU investigation and by U.S. lawmakers, Amazon is fighting back by highlighting just how much of their product offerings are from SMBs and not Amazon itself, something that is not well understood by the general public.
  • Posted on: 09/21/2018

    Will the EU’s anticompetitive investigation follow Amazon back to the U.S.?

    Part of the Amazon flywheel and business model is sellers, selection, low prices and customer experience. Sellers help provide the vast selection which provides data to Amazon allowing Amazon to add even more selection and competition which drives down pricing. All of which enhances the customer experience and creates loyalty bringing more traffic to the site. This flywheel is what has made them the behemoth they are today. As Amazon continues to grow and reach into more and more industries, it will continue to attract the attention of governments and come under more and more scrutiny. Amazon is aware of that and I see them increasing their PR around how they help small businesses, like the recent addition of Amazon Storefronts highlighting small businesses, and press releases touting SMB sales metrics.
  • Posted on: 09/20/2018

    What would 3,000 AmazonGo stores do to the U.S. retail landscape?

    We've already seen many retailers, especially grocery stores, adopt a simpler version of the cashierless store with self checkout, which are quite popular in busy stores with customers who just have a couple items to purchase. There is a demand for a quicker checkout process that eliminates long lines and AmazonGo is taking this to the next level and attempting to disrupt another industry. We know customers value convenience, this model offers the ultimate convenience in a retail environment -- no lines, no fishing for wallets and credit cards, no waiting. I expect Amazon will use its existing customer behavior data to determine the ideal mix of products in their stores. I don't think it will be just a grab and go meal concept, that would be too limiting. I see a mix of prepared meals and convenience items that customers commonly purchase together, i.e. a sandwich and and a pain reliever to help with a long day at the office.
  • Posted on: 09/14/2018

    Are ad agencies history?

    Amazon, Google, etc have offered ad management services to brands, and while theoretically they have access to more data than a 3rd party agency, in our experience we have not seen the same level of service that is offered by ad agencies. The disconnect may be a difference in company focus for Google vs. an ad agency. Ad agencies are more client and relationship focused while Google and the other tech companies clients can turn into just another cog in the machine. I don't see Google, Facebook, Amazon, etc being able to offer the same level of service and personalization as smaller agencies, despite their access to more data.
  • Posted on: 09/07/2018

    J.Crew makes the jump to Amazon’s marketplace

    As Amazon's reach continues to grow, selling on its platform is a logical step for a brand trying to reach new markets and consumers. Using their entry level Mercantile line, historically an outlet or discount line, will also attract new shoppers who may shy away from the higher prices in their main line. I think the key here is that it is a "curated assortment" of their Mercantile line. Not all products and brands are a good fit for the Amazon marketplace, if they are carefully selecting what to present on their Amazon store, aligning the selection with Amazon shopper preferences, this could be a big win for J.Crew.
  • Posted on: 08/22/2017

    Will Amazon’s two-minute pickup service appeal to students?

    College students are the ultimate digital native. Everything is done on their mobile devices, Amazon's two-minute pickup lets them use their preferred method of purchasing products with the added benefit of grabbing it on the way to class instead of waiting two days. I see this being used for needed items like phone chargers, notebooks and other class supplies, and if Amazon designs it well, impulse items like snacks will be cross sold at checkout when they choose the pick up option. This could expand to city centers with dense office space, such as Manhattan. If they again target the younger working generation who prefer to order everything online. However I believe Prime Now will be still be seen as the more convenient option, with the order delivered to your office in two hours. I don't see many use cases in offices where leaving to pick up your order is more convenient or needed then waiting for your order to be delivered within a couple hours.
  • Posted on: 08/16/2017

    Do Amazon Marketplace sellers need outside help?

    As anyone who has ever sold on Amazon has likely experienced, Amazon does not cater to a seller's needs or watch out for their best interests. Because Amazon is totally customer centric, all sellers are expected to jump through whatever hoops Amazon deems necessary to keep the customer happy. The frustrating part of this is that Amazon does not do a good job of communicating with sellers what those hoops are or how it will affect a seller's business. Having outside help in the form of a consultant or agency who understand all of Amazon's nuances can keep the experience from turning into a bad one and free up your internal resources to do what your company does best.
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