Podcast Summary: Coffee N° 5 with Lara Schmoisman
Episode: Amazon Is Not a Channel. It’s Part of the Ecosystem: What Brands Get Wrong with Laura Meyer
Date: February 3, 2026
Host: Lara Schmoisman
Guest: Laura Meyer, CEO of Envision Horizons
Overview
In this episode, Lara Schmoisman welcomes Amazon expert Laura Meyer to uncover key misconceptions brands have about selling on Amazon. They delve into the complexities of treating Amazon not just as a channel but as an ecosystem within a broader business strategy. Their discussion covers Amazon's role in omnichannel strategy, critical mistakes brands make, the nuances of listing optimization, PPC, pricing, competition, and the evolving influence of AI. The conversation is candid, practical, and packed with insider advice for brands ready to take Amazon seriously.
Key Discussion Points and Insights
1. Amazon's Evolving Role in the Retail Ecosystem
- Amazon is not just a marketplace: Brands often misinterpret Amazon as just another channel. It's an entire ecosystem that requires its own strategy and understanding.
- Quote:
- “Amazon, I joke, is its own country. They have their own set of laws.”
— Laura Meyer, [02:00]
- “Amazon, I joke, is its own country. They have their own set of laws.”
- Increased competition and costs: The entry of major brands (Estee Lauder, L’Oreal) has raised advertising expenses, making it harder for Amazon-native brands to stand out.
- Omnichannel demand: Success now requires a multi-pronged approach—combining Amazon with social commerce (e.g., TikTok)—as consumers often convert on Amazon after discovering products elsewhere.
2. Consumer Buying Behavior & Channel Hopping
- Consumer loyalty to Amazon:
- “If someone is an Amazon buyer…it doesn’t matter where they find you, they’re going to go and buy you on Amazon anyway.”
— Lara Schmoisman, [04:17]
- “If someone is an Amazon buyer…it doesn’t matter where they find you, they’re going to go and buy you on Amazon anyway.”
- TikTok's impact: Brands investing in TikTok may find sales closing on Amazon, not TikTok, impacting perceived channel profitability.
3. Amazon Basics: Going Beyond the Listing
- Listing Complexity:
- “New brands think it’s just to put a product, a listing—and it’s a little more complex than that.”
— Lara Schmoisman, [04:56]
- “New brands think it’s just to put a product, a listing—and it’s a little more complex than that.”
- Amazon’s restrictions: Brands must follow strict Amazon requirements. Amazon can shut listings down, and management is never hands-off.
4. Prioritizing What Moves the Needle
- The Amazon Impact Grid:
- Laura’s agency is developing an “Impact Grid” to help brands focus on actions with the highest impact relative to required resources (launching February).
- Storefronts are overrated:
- “Beauty brands are obsessed with the Amazon storefront. It does not move the needle.”
— Laura Meyer, [06:45] - Even top storefronts may only capture <10% of sales; main focus should be the product detail page (PDP).
- “Beauty brands are obsessed with the Amazon storefront. It does not move the needle.”
5. Creative Optimization & Review Management
- Optimized images and review insights:
- Amazon listings should be visually compelling, informative, and anticipate consumer concerns.
- Laura’s firm uses AI to analyze reviews, spotting common praises and grievances to adjust listing content accordingly.
- Quote:
- “A one-star review is a scar on your Amazon reputation.”
— Laura Meyer, [08:09]
- “A one-star review is a scar on your Amazon reputation.”
- Fragrance disclosure:
- Not disclosing subjective elements, like scent, can cause negative reviews and returns.
6. Anatomy of a Well-Designed Amazon Listing
- User scrolling behavior: Users often scroll to reviews at the bottom of a PDP before returning to the top—listings must engage in both directions.
- Videos, influencer content, and defensive ad campaigns:
- Videos and influencer submissions add credibility.
- Defensive PPC campaigns help fend off competitor ads on your listings.
7. Pricing Challenges and Strategy
- Price parity:
- Amazon pricing shouldn’t undercut retail partners; discounts are best reserved for tentpole events (Prime Day, etc.).
- Exclusive bundles can be used for price testing without upsetting retailers.
8. Onboarding, Operations & Keyword Research
- Thorough onboarding process:
- Operational setup (FBA, packaging, banking) is as important as creative.
- Keyword research for Amazon differs vastly from SEO/social media.
- Unit economics matter: Lower-priced brands may need to sell multipacks due to FBA fee economics.
- Quote:
- “With Amazon there is a concept of being retail ready before you really start to scale spend…you do really have to build in the first few months losing money breaking even on Amazon to get the momentum going.”
— Laura Meyer, [15:57]
- “With Amazon there is a concept of being retail ready before you really start to scale spend…you do really have to build in the first few months losing money breaking even on Amazon to get the momentum going.”
9. PPC & Media Buying Strategies
- PPC is expensive and complex:
- Formula varies by brand—luxury brands move to DSP advertising sooner; mass brands may see more from search.
- “No free meals” in e-commerce—every channel is expensive, but Amazon comes with many hidden costs.
- Quote:
- “Launching in Sephora is expensive to operate. There are no free meals in the E Com game, that is for sure.”
— Laura Meyer, [19:17]
- “Launching in Sephora is expensive to operate. There are no free meals in the E Com game, that is for sure.”
10. Understanding and Competing with Your Amazon-Specific Competition
- Competitor set may differ:
- Top Amazon competitors can be distinct from those in traditional retail.
- Market share analytics & Amazon Marketing Cloud help: Segmentation, audience testing, and lookalike audiences drive better media decisions.
11. Staying Vigilant: Red Flags and Suspensions
- Suspensions are less chaotic now, but vigilance is key:
- Amazon’s suspension system is improved but still subject to AI quirks.
- Having access to Amazon reps (SaaS program) helps expedite solutions.
- Quote:
- “There were some wonky things that happened with that whole situation with pesticides.”
— Laura Meyer, [24:13]
- “There were some wonky things that happened with that whole situation with pesticides.”
12. AI's Double-Edged Sword in Amazon Creative
- AI makes creativity accessible but risks homogeneity:
- “Everything starts to become a sea of sameness…you lose brand identity.”
— Laura Meyer, [25:25]
- “Everything starts to become a sea of sameness…you lose brand identity.”
- Maintaining brand integrity:
- Creative directors are crucial for preserving uniqueness, even while optimizing for Amazon norms.
13. Mobile Optimization and UX
- Over 70% of sales happen on mobile.
- Listings and text overlays must be legible and functional on handheld devices.
Notable Quotes & Memorable Moments
-
“Amazon is much more complex than just running Meta ads. Amazon, I joke, is its own country.”
— Laura Meyer, [02:00] -
“Beauty brands are obsessed with the Amazon storefront. It does not move the needle.”
— Laura Meyer, [06:45] -
“A one-star review is a scar on your Amazon reputation.”
— Laura Meyer, [08:09] -
"If someone is an Amazon buyer…it doesn’t matter where they find you, they’re going to go and buy you on Amazon anyway.”
— Lara Schmoisman, [04:17] -
“There are no free meals in the E Com game, that is for sure.”
— Laura Meyer, [19:17] -
“Everything starts to become a sea of sameness where all…the AI creative agents are basically doing the same exact creative as everyone else. And then you start to lose brand identity.”
— Laura Meyer, [25:25]
Timestamps for Important Segments
- 01:26 — Laura Meyer describes Amazon’s transformation and her view of it as a “country.”
- 04:17 — Lara on how consumer preference for Amazon trumps brand efforts elsewhere.
- 06:45 — Laura debunks the myth of the importance of Amazon storefronts.
- 08:09 — On reviews’ impact and leveraging AI to optimize listings.
- 11:34 — Discussion on pricing strategies and harmonizing with retail partners.
- 15:57 — The economic reality of Amazon launches: breaking even to gain momentum.
- 18:59 — On the hidden and growing costs of operating an Amazon business.
- 20:20 — Reframing how brands identify their Amazon competition.
- 22:11 — The evolution of Amazon suspensions and working through compliance.
- 25:25 — The promise and peril of AI-driven content creation.
Tone and Takeaways
Lara and Laura keep the conversation candid, practical, and occasionally humorous, balancing cautionary tales with actionable advice. They demystify Amazon’s hurdles, urging brands to treat Amazon not as a “channel” but as an integral part of their ecosystem—requiring investment, vigilance, and strategic adaptation. Brands must master operational intricacies, embrace creative optimization without sacrificing their identity, and prepare for ongoing evolution—especially as AI continues to reshape the e-commerce landscape.
For more information or guidance on entering (or winning at) Amazon, check out Envision Horizons’ resources and connect with Lara Schmoisman for further business wisdom.