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: 01/24/2020

    Is Trump declaring war on counterfeits or Amazon and other e-marketplaces?

    Counterfeits being sold on marketplaces like Amazon have been all over the news lately. It is a growing problem, partly due to the influx of third-party sellers (many of them from outside the U.S.) looking to make a quick buck by selling what looks like name brand items at low prices. Amazon and other marketplaces should be cracking down on these sellers and removing them and their items from their platform. If they are not getting the job done, having the government step in to put pressure on them to do so is a natural next step.
  • Posted on: 01/10/2020

    Walmart rolls out self-serve ads

    Amazon's self serve ad platform's have been wildly successful, for Amazon and advertisers, and Walmart wants in on the action. The opportunity to leverage its in-store and online data will make it a powerful player in digital advertising and will give advertisers another channel to raise visibility for their products and brand.
  • Posted on: 01/06/2020

    Study: Digital commerce sites competing and collaborating with Amazon

    In the age of Amazon, brands and retailers need to find a way to not just compete but thrive alongside the e-commerce giant. Amazon does see an opportunity to be a key player in a brand's direct-to-consumer strategy and has been rolling out more and more tools to help brands create and manage their presence in ways not possible a few years ago. Understanding how to leverage this opportunity while minimizing risks will set brands up for success as Amazon continues to grow and innovate.
  • Posted on: 12/20/2019

    Amazon gets more free with free returns

    I’ve already benefited from this new policy. Instead of boxing up my purchase and printing out a label, I have been able to simply walk my item into a UPS store and have them scan a code on my Amazon app or email. It was shockingly simple and definitely made me even more of a fan of how easy Amazon makes it to shop online. As Amazon rolls this out I think other customers will have a similar experience and Amazon will benefit from an even more loyal customer base.
  • 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.

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