Amazon Is Not a Channel. It Is a Company Living in Your Margin

Why Allbirds, Solo Stove, Outdoor Voices, Casper, and Saks Global all collapsed inside the same 24-month window What Marketplace Pulse is showing about Amazon seller margins (down 15% in three years while Amazon revenue per seller grew 23%) Why three brands (Supply, Beardbrand, Ranch Road Boots) pulled out of Amazon entirely The four moves I would make this quarter if I were running a DTC P&L right now The single contribution-margin question that exposes whether you have a business or a channel.