Blog.
Notes from the channel: launch playbooks, ad architecture, and what the instruments are telling us.
LAUNCH PLAYBOOKS
AUGUST 11, 2026
Zero to a $780K run rate on a catalogue you could count on two hands
A multinational manufacturer with almost no Canadian presence and a catalogue small enough to fit on one page. The order of operations mattered more than the size of it.
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LAUNCH PLAYBOOKS
AUGUST 4, 2026
The catalogue that wouldn't list: what blocks a launch before it starts
A premium line arrived in Canada with a handful of orphaned listings and a catalogue Amazon would not accept. The blockers were structural, and they are almost always the same ones.
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BEAUTY CATEGORY NOTES
JULY 28, 2026
One image swap, 2.6× the clicks
Same product, same price, same placement on the search page. The only thing that changed was the picture.
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BEAUTY CATEGORY NOTES
JULY 21, 2026
Price architecture over discounting: how to price for Amazon.ca
Category shoppers accept a price ceiling anchored to the product noun in the title. Here's how to set it before you ever run a promotion.
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AD ARCHITECTURE
JULY 14, 2026
The $0.06 click: most accounts aren't bidding too little
An established personal care line, automatic targeting, and disciplined negation. Matching the product to the query is what collapsed the cost of acquisition.
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FROM THE INSTRUMENTS
JULY 7, 2026
The month everyone stops advertising
January and February are the quarter most brands write off. One flagship SKU tripled its traffic going into them.
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FROM THE INSTRUMENTS
JULY 2, 2026
The 26× problem: why parent-level reporting lies to you
Children on a shared parent get identical traffic and convert at wildly different rates. What we found inside one five-variation family.
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BUY BOX & PROTECTION
JUNE 25, 2026
Two thirds of a Buy Box: winning top-of-search on a listing you're still fighting for
A non-exclusive line with grey-market sellers on its own listings, holding 10.97% top-of-search impression share anyway. What the playbook looks like without exclusivity.
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AD ARCHITECTURE
JUNE 18, 2026
When to launch Sponsored Brands (and when they'll sink the account)
Headline and video units command a premium cost per click. Run prematurely, they're the fastest way to destroy profitability.
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BUY BOX & PROTECTION
JUNE 4, 2026
What exclusivity is actually worth on Amazon.ca
Same operator, same period, same portfolio: a 26-point Buy Box gap between exclusive and non-exclusive lines. The mechanics behind it.
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