Overview
Introduction
What Laurence is building and how we think about advertising
Dictionary
The terms we use for Amazon ads, performance, margin and customer value, in plain English with the formula behind each one
Amazon Overview
Overview
How Amazon search, ads and demand work, as we have measured them, and how to read these pages
How a Shopper Buys
The path from a search to an order, and the products, listings, sellers and Buy Box along it
Sponsored Ads
Amazon’s three ad products, how a campaign is built, and how a target matches a shopper’s search
The Search Results Page
What a shopper sees after a search, where the ads sit, and how organic rank works
The Auction
How Amazon decides whether your ad shows and what a click costs, as we have measured it
Placements
The three places a Sponsored Products ad can show, and how clicks, conversion and price differ between them
Organic and Paid
How organic rank turns into sales, how fast clicks fall down the page, and what advertising does and does not do to organic rank
Demand and Markets
Where we see shopper demand, what each source misses, and how we define markets, niches and product lines
Measuring Results
How Amazon reports what ads did, the traps in that reporting, and the accounts and data we read
Glossary
Every Amazon and advertising term used in the Amazon Overview pages, in one place
Laurence for Agents
Laurence for Agents
Connect your own AI agent to Laurence and ask it about your Amazon account
Connect with MCP
Add the Laurence MCP server to Claude, ChatGPT, Grok, Cursor, VS Code or another agent, sign in, and start asking about your account