Amazon Effect

Brett breaks down real economics behind e-commerce at scale, from carrying $30 million in inventory to navigating a brutal post-COVID demand drop-off, and gets tactical on SEO, content, and what actually moves a product page up the rankings.

We also talked through the Amazon effect and how it's reshaped customer expectations around shipping and returns for every DTC and retail player, cycling or otherwise.

For brands wondering how to break into a market like Backcountry's, Brett lays out exactly what he looks for, coordinated storytelling across channels, proof of organic demand, and focused momentum before scaling up.

We close with where he sees DemandGen heading next, AI-driven product discovery, and why targeting matters more than ever as marketing budgets tighten.

So it's still there, but you got to give credit to the manufacturers because I think they are providing the customer with a great set of selections.

So we spoke a little bit about demand gen, meta, Google, generating this interest so that then you can give them the service, which then, as we mentioned, was very sticky.

One thing that we had spoken about was how you called it the Amazon effect, how you've had to...

You and I think anybody in D2C is having to almost... lift their service to the level of amazon because that's what people expect now i think this is um it's not something that we can just ignore and i think that's something that people anybody listening that's on the brand side like do you want to speak a little bit about how um how you look at this um this amazon effect when it comes to shipping and returns now