Liz Adamson

VP of Advertising | Buy Box Experts

Liz Adamson is the VP of Advertising at Buy Box Experts, a marketing agency for medium to large Amazon sellers. Liz leads a team of Amazon PPC and DSP strategists who use a data driven approach to develop and execute on strategy for Amazon advertisers.

Since 2011, Liz has worked with Amazon sellers large and small, from brand new startups to established brands, providing both strategic guidance and advertising support, helping hundreds of brands reach their Amazon goals. In 2015 Liz founded Egility, an Amazon digital marketing agency which was acquired by Buy Box Experts in 2020.

In addition to her extensive Amazon expertise, Liz has 15+ years of experience in developing, marketing, and selling consumer goods, as well as an MBA emphasizing marketing and brand management.

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  • Posted on: 10/04/2021

    Amazon asks, why wait for Black Friday when you can get Christmas deals today?

    Supply chain issues are at the forefront of everyone’s mind this year. With little guarantee of a solid inventory position going into the traditional Black Friday sales period, retailers are wise to start promotions early. The retailer with the most seamless experience, including a wide selection of products, will likely win this year. And these are both things Amazon is well known for.
  • Posted on: 09/02/2021

    Can 14 and 15-year-olds solve the labor shortage?

    As long as child labor laws are followed, training is provided and a fair wage is paid I think it’s a fantastic idea. My high school job taught me responsibility, work ethic, and allowed me to save money for college reducing my reliance on student loans. I think kids should have the opportunity to learn to work and earn money, as long as there is no impact to their schooling and parents are supportive.
  • Posted on: 08/20/2021

    Will Amazon department stores spell trouble for Kohl’s?

    Amazon will certainly put its own slant on the department store model. Using its masses of data to create a unique customer experience. It’s smart of them to diversify, it will be interesting to see if this is the right bet.
  • Posted on: 08/03/2021

    Amazon still playing COVID catch-up on fulfillment centers and staff

    We have continued to see capacity constraints at Amazon's fulfillment centers, with sellers only able to send in inventory in small batches. There will be a trickle effect as sellers stock out or begin to rely on sometimes more expensive third-party fulfillment options. Amazon does need to prioritize increasing capacity so they can continue to reap the benefits of the surge in e-commerce this last year.
  • Posted on: 07/19/2021

    Will Amazon’s Brand Referral Bonus divert online traffic?

    It’s a smart move by Amazon. Many brands are reluctant to divert ad traffic from their own website. If they are going to pay for Google or Facebook ads and they have a website, it often makes the most sense to send traffic to that website for two primary reasons, 1.) their website has higher margins and 2.) they keep the customer and can target them in future marketing. Amazon’s Brand Referral Bonus addresses the concern on margins, and other new programs are beginning to provide the ability to market to Amazon customers who have purchased from your brand. In the past year Amazon has shown that it is listening to the concerns of brands, understanding the barriers that keep them from selling more on their marketplace, and little by little they are addressing them.
  • Posted on: 06/30/2021

    Did Amazon or a rival, say Target, gain the most from Prime Day?

    Amazon can only maintain first mover advantage for so long. Since the first Prime Day in 2015, retailers like Walmart and Target have joined in, and over time consumers have begun to expect and shop for deals and discounts across multiple retailers. The big win is that Amazon has successfully created a new shopping holiday during summer, and fueled new growth during a historically low sales period for the marketplace. So while they may share some of the spotlight with other retailers, I’m confident Amazon will continue to find ways to continue to drive YOY increases through promotions, pricing, and product selection.
  • Posted on: 10/01/2020

    Is it time to hit the ‘panic button’ as women leave the retail workforce?

    Diversity in the workplace brings various opinions and experiences which often leads to better decisions as multiple perspectives and ideas are considered in making those decisions. If retailers are serious about maintaining diversity they need to look at what it’s going to take to do that. Women do often bear the burden of the majority of household and childcare responsibilities, and during this pandemic in areas where school is now online, they are now bearing the burden of their children’s education as well. Family friendly policies that help women balance home and work responsibilities will need to be implemented to keep them in the workforce. Flexible schedules, paid time off, allowing a full time employee to temporarily go part time, or perhaps even a stipend to help pay for some childcare while kids are not in school.
  • Posted on: 09/16/2020

    Will Amazon’s new online store disrupt the luxury fashion and beauty business?

    The timing on the launch could not have been better as the pandemic has accelerated all things e-commerce. A year earlier an online luxury store would have been slow to take off. However with the increase we’ve seen this year in online shopping, Amazon’s luxury store has a pretty good chance of taking off.
  • Posted on: 09/10/2020

    Walmart pilots its way into the drone delivery race

    The race is on to implement the latest in last-mile delivery. Anything to get packages to customers faster and cheaper. This year’s surge in e-commerce shopping due to the pandemic has definitely moved up the timeline on many trends. What may have taken five years to come to fruition has all been packed into one crazy year.
  • Posted on: 08/31/2020

    Why does Amazon want a fitness tracker?

    As many have already commented, it’s all about data. At its core, Amazon is a data company, collecting and using customer data so it can be more effective at selling products. That includes selling more products on its marketplace and gauging the opportunity for further expansion into healthcare.
  • Posted on: 08/10/2020

    Will Amazon install distribution hubs in malls across America?

    It's a good move for Amazon as malls are located in areas that will make last-mile delivery easy. It's not so great for existing mall tenants or for malls in general if they have any hope of reversing the drop in foot traffic. Converting the space into industrial use will likely lead to retail traffic dropping even further.
  • Posted on: 07/30/2020

    What didn’t Jeff Bezos know and when didn’t he know it?

    I have watched over the last couple years as Amazon has put more and more controls in place to keep counterfeit goods off of its marketplace. They are working on the problem and making progress, although there is still a long ways to go. As for Bezos’ answers, how can a CEO of a company as large as Amazon know all the details of the different processes used within the company? While I don’t expect him to be familiar with every detail, less than knowledgeable responses don’t make him look very good to the public and I do wonder if he couldn’t have been better prepared.
  • Posted on: 07/29/2020

    Will Amazon become the go-to place to buy face masks?

    Even without a mask mandate on the national level in the U.S., there are plenty of states and counties that are mandating masks to one degree or another. In my home state of Utah masks are required for K-12 students who attend school in person and a couple of our larger counties have a mask mandate. Until we find other options to control the spread of COVID-19, masks are going to be a part of our lives. Amazon and other retailers would do well to make it easy to find and purchase a variety of masks. A face mask store on Amazon's U.S. marketplace would do very well as would any private label brand they offer.
  • Posted on: 07/24/2020

    Should online marketplaces be required to verify third-party sellers for safety’s sake?

    Amazon and other marketplaces do have a responsibility to ensure products sold on their platforms are legitimate and safe. It’s not only ethical, but will ensure they keep customer trust. In addition to launching in-person verification, Amazon recently announced that seller contact information will be made available to customers starting September 1. This is likely a move to get ahead of this new legislation and to show willingness to be more transparent with customers. This will also allow brands to better monitor who is selling their products and track down counterfeiters.
  • Posted on: 07/22/2020

    It is a different year. Walmart is closing on Thanksgiving.

    Good for Walmart. It’s been a rough year and we all have taken a hard look at what matters most to us. Allowing their retail associates, who have in many ways been on the front lines of this pandemic, to spend the holiday with their family instead of battling hordes of bargain hunting shoppers is the right move. Other retailers would do well to follow suit and I sincerely hope it is the beginning of a new trend.

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