Duke Cannon body wash retailed at $7.99 at Target and Walmart but was listed at $15 on Amazon under 1P, an 88% price premium driven by third-party 1P cost structures.

“Body wash we were selling at Target, Walmart, $7.99, $15 on Amazon.”

After Duke Cannon switched to 1P on Amazon, 90% of its product portfolio was blocked from marketing due to Amazon's profitability algorithm squeezing margins.

“90% of our portfolio was blocked from marketing because of profitability getting cramped out.”

Josh Webb on how Amazon's 1P profitability algorithm froze Duke Cannon out of its own marketing.

“90% of our portfolio was blocked from marketing because of profitability getting cramped out.”

Selling on Amazon via 1P can actually destroy price parity across retail channels, with a brand's own product appearing at nearly double the price versus mass retail.

“Body wash we were selling at Target, Walmart, $7.99, $15 on Amazon.”

Duke Cannon on the futility of perfect attribution.

“The brands that are trying to do it perfectly, in my opinion, are the ones that are losing.”

Third-party Amazon pricing for Duke Cannon products ran nearly double the shelf price at Target and Walmart.

“The way we were working through a third party, those were almost double the prices they were on Target, Walmart.”

Why incremental attribution is practically unprovable: customers cross multiple touchpoints before purchase, making it impossible to isolate any single cause of a sale.

“I can't prove that they weren't sitting on their couch and saw your influencer and then they saw XYZ.”

Pursuing perfect marketing attribution is a competitive liability, not an advantage. Brands making fast, imperfect decisions outperform those optimizing for measurement precision.

“The brands that are trying to do it perfectly, in my opinion, are the ones that are losing.”

Duke Cannon's 1P Amazon model creates a cost structure so favorable that no competitor can match their retail price point on Amazon, making the model a structural moat rather than just a channel choice.

“I don't think there's anyone out there that can actually get to that price with how we know that the numbers work.”