2025年亚马逊卖家峰会报告-AMAZON SELLERS REPORT 2025

RXMAS25RP

May2025WWW.RETAILX.NET

RETA

AMAZON

SELLERS

SUMMT

REPORT2025

Inpartnershipwith

与sellersprite

AMAZONSELLERSREPORT2025|INTRODUCTIONRXMAS25RP©2025

Introduction

One-thirdoftheworld’spopulationnowshops

online.That’s2.7billionpeople,withtheadoptionofecommercegrowingby2.7%eachyearandsettokeepongrowing.

Manyoftheseconsumersdon’tshopdirectlywith

retailersandbrandsbutprefermarketplaces.Inmuchoftheworld,thismeansAmazon,makingtheUS-basedbehemothanessentialcomponentofretailstrategy.

Amazonisachannelthatcomeswithitsownsetofrules,intensecompetitionandincreasingcosts.That’swhywe’vecreatedafulldaydedicatedto

helpingretailersandbrandssellonAmazon.

ForbusinessesalreadysellingonAmazonandthosejuststartingout,theAmazonSellersSummitisa

definitiveeventforlearningtobuildastrongbrandpresenceonAmazon,driveGrossMerchandise

Value(GMV)andoptimiseprofitsfromtheplatform.

Thisreportbringstogetherthekeythemesand

topicsthatthehand-pickedgroupofexpert

speakers,brandsandretailerswilldiscussontheday.ThisisbackedupwithinterviewsaheadoftheSummit,alongwithresearchdatafromRetailX.

TheAmazonSellersSummitreportstartswitha

strategicoverviewofAmazon.Itsscaleandreachareawesomebutratherthanstareinwonderorworry,brandscanturnthemarketplacetotheiradvantage.Thisisfollowedbyinsightintosettingastrategyto

succeed.WorkingwithAmazonhaspitfallsandroutes

tosuccess,andspeakersadvisethatfocusingonthefactthatthebeatingheartofAmazonisallaboutcustomercentricityandconsistencyofsales.They

alsoofferfivethingsyoushouldn’tfocusoninordertoimproveyourAmazonrankings.

Pricing,logisticsandprofitability–howretailers

andbrandsmaintainmarginwhensellingvia

Amazon–arefollowedbyinsightintobuilding

brandstories,andadvertising.Thespeakerssay

thatbrandstories,productreviewsandA+Contenthelptobuildtrust,allowingbrandstoincrease

awarenessandconnectwithAmazoncustomers.

InternationalreachisoneareainwhichAmazondominates.AheadoftheSummit,speakershavesharedtheirownexperiencesofsellingoverseas.

Moreinsightanddirectexperiencesaresharedin

thecompanyprofiles.Theseexaminethejourney,

learningsandchallengesovercomebysomeofthe

brandsspeakingattheSummit,andhowtheyare

profitingbysellingonAmazon.BrandsincludedinthecompanyprofilesareKaoCorporation,MarsWrigley,Reckitt,Sons,TheCheekyPandaandWild&Stone.

WehopeyoufindthisreportandtheAmazonSellersSummitenjoyable,informativeandofcommercialvalue,whereveryouareonyourpathtoprofitingfromsellingonAmazon.

TheAmazonSellersSummitteam

Contents

Strategicoverview03Settingastrategy05Partnerperspective:SellerSprite08Maintainingmargins10Buildingbrandstories13Expandinginternationally15Companyprofile:KaoCorporation17Companyprofile:MarsWrigley18Companyprofile:Reckitt19Companyprofile:Sons20Companyprofile:TheCheekyPanda21Companyprofile:Wild&Stone22Lookingahead23

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AMAZONSELLERSREPORT2025|STRATEGICOVERVIEW

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Strategicoverview

Amazon’sscaleandreachareoverwhelmingbutratherthanstareinaweorworry,brandscanusethemarketplacetotheiradvantage

56%ofallproductsearchesnowbeginonAmazon,comparedto31%onGoogle.”Whilethesefigures

changebycountry,thereisgenerallyanevenmatchbetweenAmazonandsearchenginessuchasGoogle,ifnotaleaninginAmazon’sfavour.

Amazonisoneoftheworld’seliteretailersand

acompanythatdefinesthemarketplaceconcept.

ItfeaturesinRetailXrankingsatagloballevel,aswellaswhenretailersaremeasuredacrossregionsandcountriesfromFranceandGermanytoAustralia.

Whateverthedepthofyourrelationshipwith

Amazon,whetherasaconsumer,retailer,brandorsupplier,thecompanyhastobeadmired.

Theextentofitsreachintoconsumers’lives,

itsinnovations–fromBlackFridaytoagenticAIenablingconsumerstobuyfromotherretailsites

–anditstechnologicaladvancementsputitasa

digitalpowerhouse.Indeed,thecompanycallsitselfatechnologycompanyratherthanaretaileror

marketplace.Evenfromthelatterperspective,itsambitionsareadmirable.LogisticsandAI-poweredcustomerexperiencehelpitretainitspositionatthetopoftheretailindustry,aswellascontinueitsannuallyheldpositionasanEliteretailerinRetailXrankings.In2025,itisrampingupinvestmentinAIinitiatives,settingaside$100bn.

AMAZONASAMARKETPLACE

Amazonisavolumebusiness,attractingtrillions

ofvisitsfromEuropeaninternetusersin2021.The

figurehasdroppedoffsincethesepandemicheightsbutitremainsthemost-visitedecommercesiteintheregion.Amazon’stotalrevenue,grossprofitandsharepricecontinuetosoar.Itsfourthquarter,ending31

December2024,sawsalesriseby10%.

ThegrowthofAmazon’smarketplaceisfuelled

bysalesofitsownproducts,thoseitbuysfrom

othercompaniesandsellsunderfirst-partyvendorrelationships(1P)and,ofcourse,thethird-party(3P)salesmadebythetenmillionorsosellersthatlistitemsonthemarketplace.

DEFINEYOURAMAZONSTRATEGY

BrandsneedtodecidewhetherAmazonisacore

saleschanneloranecessaryonebecauseit’swheretheirtargetaudienceisshopping.“Thiswillhelptodefinethestrategyyoutakewiththismarketplacechannel,”saysJamesBennett,Director–EMEA,

marketplaceacceleratorPattern.

Forthepurposesofthisreport,itisAmazon’s

actionsasamarketplacethatarecovered.

Theviewsofthosecompaniessellingonthe

marketplacehavebeensought.AsErnestoRojas,headofmarketplacesatmen’shaircarebrandSonspointsout:“Lookingintoakeynumber,around

Forsomebrands,Amazonrepresentsthemajorityoftheirsales,sotheyhavealloftheirproductsontheplatform.Forothers,it’saminorsaleschannelbutsinceconsumerssearchforthemonAmazon–andtrustAmazonasaplacetobuyproducts

AMAZONSELLERSREPORT2025|STRATEGICOVERVIEWRXMAS25RP©2025

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online-theylistasmallnumberofproductstokeeptheirpresence.Inthesecases,thebrand’ssales

aremainlyviaretailersanditswholesalebusinessbackedupwithinspirationandsalesonaDTCsite.

LESSONSFROMTHECOMPETITION

“40%ofallecommercetransactionstakeplaceonAmazonand14millionAmazoncustomerspaytousethePrimeservice,”saysChrisTurton,managingdirector,EcommerceIntelligence.“Theystarttheirbuyingjourneysontheplatformwhichmeansif

youaren’tthere,yourcompetitorsare.”

Withsuchhighlevelsoftrafficfromconsumers,

itisunderstandablethatAmazonattractsahigh

proportionofEurope’sleadingbrandsandretailers.22%oftheRetailXEurope1000retailersandbrandshaveasellerprofile,whileathirdsellproducts

directlyonthesite.Manyleadingbrandsand

productsfromwell-knownretailersarealsosoldbythirdpartiesthroughAmazon.

ItisthiscompetitionthatTurtonsayscanbea

wonderfulthing.“Youcanlookatcommontraitsof

yourcompetitorstounderstandhowtobetterexcelyourproductontheplatform,”hesays.Yetbrands

havetowatchcompetitioncloselytoseewhichof

theirproductsarebeingsoldandhowtheyarebeingpresentedonAmazonbyresellersandwholesalers.“Theymaynotberepresentingyourproductcorrectly, soit’simperativeforbrandstocontroltheirmessageandidentitycorrectly,”addsTurton.

Otherexpertsandsellersagreethatcontrolofbrandequityisacorecomponentthatmustbedonerightaheadofanyinternationalexpansion.

TheshareoftheEuropeTop1000thataremarketplaces

Marketplaces21%

Others79%

TheEuropeTop10002024

Source:RetailXRetailX2024

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TheshareofEuropeanconsumertraficdirectedatTop1000marketplaces

TheEuropeTop10002024

Source:RetailXRetailX2024

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AMAZONSELLERSREPORT2025|SETTINGASTRATEGYRXMAS25RP©2025

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Settingan

Amazonstrategy

WorkingwithAmazonhasboth

pitfallsaswellasroutestosuccess.AmazonSellersshareinsightinto

settingtherightstrategytosucceed

WhetherAmazonisthecoresaleschannel,aminorityoneorevenoneonwhichtotestnewproduct

bundlesornewmarkets,thereareacoupleofkey

factorscontributingtosellersuccess:customer

centricityandsalesconsistency.“Ifsellers,brandsandresellerskeepthatfocusinmind,youwillsucceedontheplatform,”saysChrisTurton,managingdirector,EcommerceIntelligence.

SURFACINGPRODUCTS

Amazon’slargeconsumerbasedoesmean

thattherearealotofcompetitorsforashare

ofshoppers’wallets,sobrandsneedtoraise

awarenessoftheirproductsandmakesurethattheysurfaceaheadofthecompetition.Even

focusingononecompetitor,analysingeveryaspectoftheirstrategyandsellingbetterthanthemcanbeastrategicsuccess.

ThisisalsowherehavingastrongbrandidentityoutsideofAmazoncanbeapowerfulasset,if

notbeing“crucialfordifferentiationandorganicgrowth,”asSahibaSachdeva,headofAmazon

EuropeecommerceatconsumergoodscompanyReckitt,believes.

©Amazon

ComingbacktoTurton’spointaboutsales

consistency,hehasdiscoveredoverhisyearsof

workingwiththeAmazonplatformthat“ranking

organicallyonAmazonisdowntotheproductsthatsellconsistently,aconsistentsalesfunnelleadstobetterrankingandthatisacombinationofaqualityproduct,representedwell,well-pricedandtrusted.”

Consumersaredrawntoshoppingonlinebecauseofprice,convenienceandtheeasewithwhichtheycanswitchtobuyingelsewhere,orfromanother

sellerinthecaseofbuyingonAmazon.TimeandagainatRetailX,wearetoldthatbuyingonAmazonis“easy”and“itjustworks”.

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Underlyingthesepointsisthevalueproposition

–therightproductattherightprice.Sellinga

premiumproductisfinebutithastobeperceivedassuchintheeyesofthecustomer.“Amazon

customerscansmelladudofaproductamileaway,”saysTurton,“soqualityproductsatarepresentativepriceisthekey.”

“Thebeatingheartofamazonisallaboutcustomercentricityandconsistency

ofsales,ifsellers,brandsorresellerskeepthatfocusinmind,youwill

succeedontheplatform”

Ofcourse,Amazonisknownforproductratings

andreviews.Thesewillgoalongwaytobuilding

trustwithnewcustomersbutcanalsobeanavenuethroughwhichcustomershighlightmanufacturingissuesorproductsthatjustdon’tliveupto

expectations.Anytrustbuiltupwithconsumerscanbeimpactedbybadreviews,includingthosewrittenbypeoplewhohavehadabaddeliveryexperienceafterbuyingbrandedproductsfromareselleror

purchasingsomethingthat’scounterfeit.

PROTECTYOURIP

“Controlyourbrandequity,”advisesJamesBennett,Director–EMEA,marketplaceacceleratorPattern.Ifyouaretheonlysellerofyourproductsonthe

Amazonmarketplace,youhavemorecontrolofthecustomerexperience.Resellersdon’thavetobe

excludedsincebrandscanutiliseAmazonBrandRegistrytocontrolwhichcompaniescanselltheirproductsandhowtheyshouldappear.Thishelpsbrandstocontroltheall-important‘buy’boxandstopsmultiplesellerslistingthesameproducts.

Consumerperceptionofthebrandandbuilding

trustinindividualproductsisespeciallyimportantonAmazonsincemanypeoplewillbebuyingfromthebrandforthefirsttime,havingdiscovereda

productviaasearchonAmazon.“Approximately

80%ofallpurchasesforourclientsarenew-to-

brand(NTB)–effectivelycustomersthathaveneverpurchasedaproductfromthembeforethrough

Amazon,”saysTurton.

Thisisdue,inpart,tothelargenumberofpeoplewhoshoponAmazon.However,thewholetroveofcustomerswhoarelikelytohaveneverpurchasedfromtheindividualbrandbeforearelikelytobe

Primecustomers.

HAVINGTHERIGHTTEAM

Teamsresponsibleforabrand’sAmazonchannel

aregenerallysmallerthanthenumberofemployeesworkingonservicingaphysicalbricks-and-mortar

storeestate,evenifthetwochannelsareof

comparablevalueintermsofturnover.ThiscouldbebecausetheAmazonormarketplaceteamisunder-resourcedand/orbeinghelpedbyexternalagencies,aswellasthemanyautomatedtoolsavailablethat

cutdownonthelevelofmanualprocessesnecessarytokeepanAmazonchanneloperational.

Eitherway,thereisalotofsetup,monitoringandcontinualworksthat3Psellershavetoundertake

–someofwhichAmazonwilldoforthem.LogisticsandfulfilmentareareasthatAmazonexcelsat

helpingsellers,albeitforafee.Beyondthisis

jugglinginventoryandavailability,marketing,

monitoringtraffic,conversion,customerlifetime

value,reviewsandhandlingcustomerrelationships.

Forexample,theteamatTheCheekyPanda

isoneperson,withadditionaltie-inwithother

departmentsacrossthebusiness.Asa1Pseller

intheUKandEurope,“keepAmazonhappy,”is

thebestadviceThomasChristie,seniorAmazon

manager,TheCheekyPandacangive.It’ssomethinghewishedthatsomeonehadtoldhimearlyon

inhiscareer,sinceitiseasytogetde-listedfromAmazonandthemarketplacecandothiswithoutgivingareason.

Havinggoodautomationinplacemeansabrand

canoperatewithasmallerteamwhichcanfocus

onthethingsthathavethebiggestimpactsuchascustomerfeedbackand,forvendors,theItemDataQuality(IDQ)score,whichmeasuresthequalityandquantityofproductdataineachlisting.

Dependingonteammakeup,thisworkcouldbe

multipliedacrossanumberofdifferentmarketplacesandotherdigitalchannelssuchasTesco,OcadoandDeliveroo,aswellassocialchannelsandthebrand’sowndirect-to-consumeroffering.

GROWINGTHECOREMARKET

HavingcontrolofthebrandonAmazonand

havingtherightresourcesinplaceopensthe

opportunitytogrowthiskeymarketsignificantly.Everymovecanbebackedbydataaboutthe

brand,performanceofindividualproducts,plusinformationaboutcompetitorsaswell.Asan

example,andsomethingtobenchmarkagainst,theexpertisethatPatternhasbuiltupforclientsseesthebusinessachievingconversionratesonAmazonabove12%.

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AMAZONSELLERSREPORT2025|SETTINGASTRATEGY

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Fivethingsyou

shouldn’tfocus

ontoimproveyourAmazonrankings

FocusingonthewrongthingswhiletryingtogrowyourAmazonbusinessandimproveyourrankingswill

inevitablyholdyouback.ChrisTurtonsharesfivekeylearnings:

Reviewvolumewon’tgetyourranked:Manysellersbelievethatmorereviewsmeanhigherrankings.Icantellyouthisisn’tthecase.Whilereviewscoresdoimpactconversions,thetotalnumberofreviewsactuallyhasdiminishing

returnsafteraround25to30.Whetheryouhave50or5,000reviews,itwon’taffect

yourAmazonSEO.Whatmattersthemostismaintainingahighscoreandensuringyourproductmeetscustomerexpectations.

Day-to-daysalesdon’tmatter:Making

decisionsbasedondailysalesdataisabig

mistake.Amazon’sdataisdelayedby48to

72hoursanyway,sowhatyouseetoday

doesn’treallyreflectyouractualperformance,meaningsellerswhopanicandmakeknee-jerkadjustmentswillfindthemselvesstruggling

toteststrategiesproperly.Therightwayto

approachthisistoanalysetrendsover30days,usingbusinessreportsandbrandanalyticstotrackyourconversionrates,impressionsand

clicksbeforemakingchanges.

Beingthecheapestwon’thelpyouwin:

Toomanysellersthinkdroppingpricesleadstolong-termsuccess,butcuttingmarginstoothincanactuallydestroyyourprofitability.

Amazon’sfeestructureschangefrequently,sosellerswhofocustoomuchonunder-pricingoftenfailtosustaingrowth.Insteadofracingtothebottom,focusonhealthymargins

andsensiblepricingthatsupportslong-termrevenuegrowth.

Ranking#1forakeyworddoesn’tmean

moresales:Justbecauseaproductranksfirstforahigh-volumekeyworddoesn’tmeanit’s

makingthemostmoney.Whenweanalysed500topUKsearchterms,wefoundthatin92%of

cases,the#1rankingproductwasn’tthebrandwiththemostrevenue.Insteadofchasing

rankings,sellersshouldtrackbrandshareandactualsalesdatabyusingtoolslikeHelium10’sBrandShareMonitortoidentifywhichproductsaredrivingthemostrevenue.

Bestsellersrankismisleading:ManysellersuseBestSellersRank(BSR)asaperformance

indicator,whichisabadidea,mainlyduetoitsconstantfluctuationandinabilitytocorrelate

withkeywordrankings.Sellers,whotrackBSRinsteadoffocusingonorganicrankingsand

overallreturnoninvestment,oftenmisinterprettheirproduct’ssuccess.Thekeymetrictowatch

inthiscaseisyoursalesperformanceratherthananever-changingleaderboard.

Amazonsuccessboilsdowntousinglong-termdataanalysisandstructuredplanningtoensureyourcustomersremainloyal.Ifyouwanttogrowefficiently,stopfocusingonthesedistractions

andstartmakingdata-leddecisions.

©Amazon

AMAZONSELLERSREPORT2025IPARTNERPERSPECTlVE:SELLERSPRlTERXMAS25RP©2025

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FromMarketEntrytoAIInnovation:AData-LedAmazonJourney

ZhiwuChen,theFounderofSellerSprite

Q:ForretaiIersandbrandsthataIreadyhaveapresenceeIsewhere,whatshouIdtheyknowbeforeIaunchingon

Amazon?

Wehearthisalot—retailers

assumeAmazonisjustanother

checkoutchannel.It’snot.Amazonrunsonsearch,algorithms,andbuyerintent.Successisn’taboutshelfspace—it’saboutvisibilityinadigital

jungle.Thatshiftchangeshowyouthinkaboutproductstrategyfromdayone.

Ifyou’replanningtoenterAmazon,especiallyinanewmarket,thefirststepisn’tlistingproducts—it’sunderstandingthemarket.Whatdoesdemandlooklike?Howconcentratedisthecompetition?Area

fewbrandsdominating,oristhereroomtogrow?

That’sexactlywhatourMarketResearchtoolhelpssellersanswer.Itanalyzesthemarketacrossnine

keydimensions:demandtrends,productandbrandconcentration,sellerdistribution,sellertypes,listingtimelines,reviewpatterns,andratingdistribution.

Withtheseinsights,sellerscangetafullpictureofhowmatureorcompetitiveanichereallyis.

Theseinsightsaren’tjust“nicetohave”—they’reyouredge.Theyrevealifamarket’swideopenorlockeddown,wheredemandisrising,andhowtoughit

reallyistobreakin.It’showsellersstopguessingandstartmakingstrategic,risk-awaremoves.

Q:WhatroIedoyouthinkAlwiIIpIayinthefutureofAmazonseIIing?

Actually,it’salreadyplayingabigrole—justnotalwaysvisibly.AIispoweringsmarterdecision-makingforsellerseveryday,fromkeyword

optimizationtoreviewanalysis.

AtSellerSprite,we’veintegratedAIintoseveral

featurestohelpsellersstayahead.Forexample,

ourReviewAnalysistoolusesAItodetectpatternsincustomerfeedback—thingslikerecurringcomplaintsorunmetneeds.Ithelpssellersimprovetheir

productsandlistingsbasedonrealuserinsights.

WealsoofferanAI-poweredListingBuilder,whichhelpscreateSEO-optimized,high-converting

listingstailoredforAmazon’salgorithm.This

savesalotofmanualwork,especiallyforsellersmanagingmultipleSKUs.

Andcomingsoon,we’relaunchingKeepaAI

Insights.It’sbuilttoanalyzehistoricalpricingandsalestrends,thengeneratepredictiveinsightstohelpsellersplanmorestrategically.Thegoalistogofromreactingtotrends...toanticipatingthem.Soifyou’reasellerwonderingwhetherAImatters—yes,itdoes.Andnowisthetimetostartusingit.

Q:HowdoyouseethissectorofthemarketdeveIopingintheIongerterm?

Amazonisbecomingmorecompetitive,butalsomoresophisticated.We’removingintoanera

wheregrowthrelieslessoninstinctsandmoreonstrategy—rootedinrealdata.

Inthelongterm,Ibelievesellerswillneedto

bemoreanalyticalandadaptive.Thebasicslikelistingproductsandrunningadsaren’tenoughanymore.Successwillcomefromunderstandingnichedemand,reactingquicklytomarketshifts,andoptimizingeverylayerofthebusiness—fromproductselectiontoadvertising.

AtSellerSprite,we’rebuildingtoolstosupportthatshift.Fromproductresearchtoadperformanceanalysis,

ourgoalistohelpsellersmovefaster,minimizerisk,andscalesustainablyinacrowdedmarketplace.

Themarketplacewillkeepshifting—butwiththe

rightdataandtherightpartner,sellersdon’thavetonavigateitalone.That’stherolewe’reproudtoplay.

与sellersprite

SellerSpriteempowersAmazonsellersworldwidewithdata-driventoolsforproductresearch,

marketanalysis,andkeywordoptimization.Our

platformsimplifiesdecision-makingthroughsmartinsightsandautomation,helpingsellersidentify

opportunities,reducerisks,andscaleeffectively.Trustedbyglobalbrandsandsellersalike.

www.sellersprite.ai

AI-PoweredToolstoUncoverYourNextAmazonBestseller

All-in-oneAIplatformforAmazonsellers.Findyournextwinningproduct,boost

rankings,andoutsellyourcompetitionusingreal-time,intelligentinsights.

1.3Million+

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Let’sgrowyourAmazonbusiness

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AMAZONSELLERSREPORT2025|MAINTAINMARGINSRXMAS25RP©2025

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Maintaining

marginsforlasting

profitability

Pricing,logisticsandprofitability.Howdoretailersandbrandsmaintainmargin

whensellingviaAmazon?

Maintainingmarginsisabusinessrequirement.

Withoutthem,thefullcostofproductsand

gettingthemtothecustomerareexpensesfor

thebusiness,meaningproductsarenolonger

contributingtosustainablelong-termprofitability.Evenaprofitmarginof8%orlessforproductssoldonAmazonisdeemedasbelowaverage,accordingtoSellerAssistant.Itplacestheaveragemarginatbetween15%and20%[1],withanythingabove25%performing“verywell”.

WORKINGOUTMARGINSISIMPERATIVE

Therearemultipleconsiderationsandcalculations

totakeintoaccountinordertomaintainhealthy

profitmargins.Ononesideareoperationalfactorsandincreasedefficienciesofmanaginginventory

andreducingcosts.Balancingthatontheother

sidearethecustomer-facingareasofminimising

returnsandoptimisedpricingstrategies.ThelatterisespeciallyimportantonAmazon,whereconsumersareparticularlysusceptibletocheaperpricesandcanswitcheasilytoanotherseller.However,havingthecheapestpricedoesntnecessarilyleadtolongevity,justmargincutting.

Amazonisapremiummarketplaceandassuch,

theplatformchargeshighfeesincomparisonto

someothermarketplaces.Itsnotjustonefeeeither.DifferentservicesprovidedbyAmazonhavetheir

ownfees,resultinginmultipleinvoicescomingintothebusiness.Somearelowvalue,yetthecostsarentalwaysbroughtintomargincalculations.And,of

course,feestructurescanchangefairlyfrequently.

KatherineBaker,developmentdirector,Exertis,advisesbrandstoworkoutmarginsinthe

followingway:

Fromthetop:Understandthecostin

theplatform.StartwithyourlevelofAmazonfeeswhichcouldbeeitherjusttheplatformfeesfor

thesalebutcouldalsoincludethecostsAmazon

chargeifyou’reanFBAseller,whichincludesyourwarehousingandstoragechargesforeachproduct.

“InsomecasesaroundEurope,marketsarenow

addingdigitalservicetax.Andallofthoseare

coststhatareassociatedwitheverysinglesaleofaproduct,”saysBaker.“Sofundamentally,youhavetounderstandwhatthosearebecausetheycomeoffthetopendoftheproductstack.WhatImeanbythatisifyouresellingsomething,allofthose

costscomeoffthemostexpensiveendandare

calculateddown.Typically,thatisoneofthebiggestpartsofthecoststackforanyvendorandifyougetitwrongordontunderstand,itcanreallyeatintoyourmarginrecoveryatthebottomend.”

Fromthebottom:Understandthecoststogettheproducttothemarket.Thisincludesbusiness

co