Episode 294 - Brand Strategy and Amazon Dynamics with Kara from High Tide Commerce

This podcast episode interviews Kara Babb, an ex-Amazon employee and e-commerce consultant, about brand strategies for Amazon. The discussion covers Kara's experience managing vendors at Amazon, including the "ice machine" negotiation process for smaller vendors, and her subsequent work helping brands optimize their Amazon presence. Key takeaways include the importance of understanding Amazon's internal workings, the interconnectedness of on- and off-Amazon strategies (e.g., TikTok virality impacting Amazon sales), and the need for brands to prioritize key areas like SKU profitability and channel hygiene. The episode concludes with advice on building effective cross-functional teams and focusing on outcome-driven strategies rather than solely output-focused metrics.