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: 11/13/2019

    What happens now that Nike has called off its deal with Amazon?

    As a large, well known brand, Nike does not "need" Amazon. Consumers who want to buy Nike will find a way to buy Nike. Its 2017 partnership with Amazon was an attempt to cut down on counterfeit sales on the marketplace. Since then Amazon has developed, and continues to develop, ways to stop the sale of counterfeit items on its site. Amazon still has a long way to go in this effort, and it may be that Nike is not seeing enough benefit from their efforts to continue the partnership. Selling direct to consumer will allow Nike to continue to control their message and pricing in a way that can't be done on the Amazon marketplace.
  • Posted on: 11/12/2019

    Amazon confirms it will open a grocery store not named Whole Foods

    I see Amazon grocery stores as simply Amazon's next step on their way to building out their ability to deliver groceries same-day. They are already leveraging Whole Foods and using them as distribution centers for two-hour delivery in select marketplaces. This isn’t going to be just another traditional grocery store. Amazon will use it to go above and beyond the competition.
  • Posted on: 11/01/2019

    Survey says consumers want online orders shipped fast and free

    Amazon has certainly set the standard with free two-day delivery for its Prime members, and are raising that bar with their recent change to one-day delivery. Shoppers have come to expect free and fast shipping and as Amazon continues to raise expectations, its competitors will need to be prepared to follow.
  • Posted on: 10/25/2019

    Free next-day shipping hits Amazon in its bottom line

    Jeff Bezos has always prioritized market growth and being first to market over profits and will continue to do so. By being first to market for free next day shipping (with a membership) they have raised the bar that other retailers like Target and Walmart will at some point need to catch up with as customers begin seeing next day shipping as the norm. Whether it's delighting customers or simply staying one step ahead of its competition, Amazon will continue to invest their profits into testing new and different initiatives.
  • Posted on: 10/23/2019

    Best Buy is ready for Christmas with free next-day deliveries for almost everyone

    And the shipping wars continue. Next-day service with no membership or minimum order is a step above Amazon which requires a paid Prime membership. Customers have come to expect both free and fast shipping options and the online retailers that can deliver will win loyalty. Why wait a week for ground shipping when you can have it tomorrow?
  • Posted on: 10/22/2019

    What should retailers do when brands post fake reviews?

    The FTC's settlement is little more than a slap on the wrist, it has no teeth to discourage Sunday Riley or other brands from engaging in the practice of writing fake reviews. Customers are becoming more and more aware that this is an issue and unless retailers and online marketplaces get more serious about penalizing brands who engage in this practice, reviews will become meaningless.
  • Posted on: 10/21/2019

    Should Amazon be charging for ‘curated’ toy guide placements?

    This is no different from traditional grocery, retail and even print catalog channels. The brands with the bucks get the best placements. What is new is the fact that due to the 24 hour media cycle and social media channels, customers are becoming aware of this practice, albeit selectively since Amazon is under more scrutiny than a Kroger's. As for calling the toy selection "thoughtfully curated," in my opinion this is just not ethical as it does intend to lead customers to believe that some independent, unbiased party selected what they thought would be the best toys for holiday.
  • Posted on: 10/15/2019

    Amazon makes its social positions public

    Another PR play by Amazon to deflect the increasing scrutiny they are receiving from the public and politicians. It may place Amazon under further scrutiny as the public watches to see if it lives up to its stated positions, or it could be a good move to explain why it operates the way it does. Time will tell if Amazon will live up to its bold statements.
  • Posted on: 10/14/2019

    Will Best Buy wrap up Black Friday sales with a price match guarantee in October?

    This is a great way to spread out sales and not have it all hit in one weekend. It's also a benefit to customers who don't want to deal with the crowds and hassle of Black Friday. It will be interesting to see how competition responds. I don't expect they will try to price match Best Buy. Some may try a similar promotion, many may come up with their own promotions to draw customers in early.
  • Posted on: 10/03/2019

    What is Amazon’s ultimate Alexa strategy?

    Voice technology is the next big frontier for tech companies, Amazon included. By launching multiple products in multiple formats Amazon is effectively testing the market to see which products will resonate the most with consumers. Like many of its other initiatives, Amazon is going all-in on voice and is determined to offer the best and most compelling selection of products. And of course a byproduct of their aggressive push into the voice marketing is that they also bring more customers into the Amazon fold where they will continue to spend money on Amazon products and services, including their marketplace.
  • Posted on: 09/25/2019

    What makes consumers grumble most about returning online orders?

    Online shopping provides so much convenience. Browse and buy from your phone, tablet or computer, search hundreds if not thousands of options to find what you want without leaving your home or office, read reviews to see what customers like you liked or didn’t like. Having to return an item disrupts all this convenience. Finding a box or envelope of the original one won’t work. Printing (and paying) for shipping labels. Getting to the post office or UPS store. Finding a replacement item and waiting for it to be sent out and hoping it will work better. All of these pieces can be addressed by online retailers, which some do better than others. The ones who master making returns more convenient will win over a loyal customer base.
  • Posted on: 08/21/2019

    Do social influencers have the ability to boost back-to-school sales?

    Social media and influencers have a huge impact on teens, who place a priority on fitting in. Back to school shopping is no exception. Beyond pencils and paper there are backpacks, new shoes and jeans and endless other items that a teen may just have to have. Whether the teen can influence their parents enough to buy more items or higher priced ones, is another discussion.
  • Posted on: 08/16/2019

    Does a new product donation program for marketplace sellers make Amazon the good guy?

    Amazon seems to continually playing catch up when it comes to PR. Rather than anticipating the scrutiny and bad press and proactively working on its public image, it seems to be constantly reacting to whatever the latest uproar is about. To win the public relations battle it needs to get ahead of the curve and implement positive change before the media drags them through the mud.
  • Posted on: 08/13/2019

    Grocers develop their own tech responses to Amazon Go

    Customers will continue to gravitate to and demand the most convenient option. Being able to literally grab and go, walking out of the store without having to stand in line to pay is the next step in in making convenience stores truly convenient. I did not have a full appreciation of just how powerful that experience was until I recently visited an Amazon Go store, it truly was a very effortless way to shop.
  • Posted on: 07/25/2019

    Has Amazon ‘destroyed the retail industry’ in the U.S.?

    Mnuchin's assessment is ill informed. Amazon has not "destroyed the retail industry." They make up approximately 50% of ecommerce sales which was 14% of retail sales in 2018, a small percentage of total retail sales. The reality is that ecommerce is growing, and it will continue to grow with or without Amazon as things like shipping and returns continue to become more convenient. This is a natural evolution in customer shopping habits, as technology continues to improve, customer behavior will shift. Retailers can either adapt and learn to capitalize on the trend or put their head in the sand and become obsolete.

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