Amazon creates new paradigms when it comes to ecommerce and marketing. Our task is to understand each of Amazon's component parts to comprehend the whole. Operations and marketing are no longer siloed into separate functions. Inventory, pricing, branding, merchandising, content, seo, advertising, influencing and more come together together to create your unique Amazon engine. Every piece matters for a successful Amazon strategy so you must start with the data points that represent each of the parts. That's the approach I've taken since the beginning in an effort to truly understand the interaction of Amazon's gears making the machine go. So we continue to tinker with the hopes of heading ever onward and upward.