> ## Documentation Index
> Fetch the complete documentation index at: https://www.laurence.com/docs/llms.txt
> Use this file to discover all available pages before exploring further.

# Introduction

> What Laurence is building and how we think about advertising

## Laurence

At Laurence, we're building autonomous advertising across the entire internet, starting with Amazon Ads for e-commerce brands.

We are a full-stack AI company: AI-enabled services that deliver outcomes. We don't sell software for a brand's team to operate, and we don't sell people's hours. We own the whole job, from the data and the models to running the account, and we are measured by what it earns the brand.

We treat advertising as a math problem. Every click has an expected value, computed from conversion rates, average order values, per-product contribution margin, and cost per click. Factor in LTV, organic rank elasticity per search term, organic sales per rank, and Laurence can build a model for brands' long-term profits and execute against that model, with incrementality as a first-class feature.

## How Amazon works

The [Amazon Overview](https://www.laurence.com/docs/amazon/overview.md) section explains how Amazon search, ads and demand work, as we have measured them: how a shopper buys, how sponsored ads and the auction work, how placements and organic rank differ, where we see demand, and how results are reported. Every Amazon term used in these docs is defined in the [Dictionary](https://www.laurence.com/docs/overview/dictionary.md) or the [Amazon Glossary](https://www.laurence.com/docs/amazon/glossary.md).


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