Most seasonal brands want to smooth their demand across cycles. Beyond maximizing profit, reducing seasonality simplifies operations and lowers complexity. The brands that manage seasonality best don't fight it--swimming upstream--but instead use quiet periods strategically to build a better foundation for growth.

After working with hundreds of brands over the years, we've noticed that even highly successful DtC brands are often suspicious of Amazon, viewing it a necessary evil rather than an opportunity. And the platform can seem opaque, crowded, and difficult to navigate. But Amazon still offers some unique advantages that make it as compelling as ever as a sales channel.

Every week, we audit Amazon advertising accounts, and we see many brands making the same sorts of mistakes. And of course they do: their specialty is in understanding their products and markets, not understanding how to navigate an arcane, fast-changing, and demanding advertising platform. Here are some of the most common mistakes we see…

As you might expect, ultimately the best defense is a strong offense…