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The Amazon Flywheel is, at its core, a simple idea.

First conceived in the early 2000s, the idea is that Amazon could use the internet to offer a greater selection of goods and offer products at lower prices. This would create an economic engine that uses growth and massive scale to improve the customer experience … leading to greater selection and lower cost.

But is the Amazon Flywheel the best thing for all brands that are utilizing the Amazon platform? Not always.

James Thomson is a Partner at Buy Box Experts, a digital agency that helps brands govern the Amazon Marketplace. James is a former business head of Amazon Services, which recruited tens of thousands of sellers to the Amazon platform each year. He also served as the first Fulfillment by Amazon account manager.

James also co-founded the PROSPER Show in 2015, a conference for large Amazon sellers which provided them continuing education.

In this episode…

…James Thomson is joined by Dr. Jeremy Weisz. The tables are turned this week, as it is James who will be the one who is interviewed. Join them as they talk about the differences between the Amazon Flywheel and the Buy Box Experts Flywheel, effective channel governance, and the tough conversations that brands don’t want to have when trying to grow on Amazon.

Available_Black copy
Available_Black copy


Here’s a glimpse of what you’ll learn:

  • [0:55] Background on James Thomson
  • [2:25] The Amazon Flywheel can have negative effects
  • [3:55] The Amazon Flywheel vs. the Buy Box Experts Flywheel
  • [8:51] Advertising is not the only way to increase sales
  • [9:55] Effective Channel Governance
  • [12:09] The 3 Legs of the Stool
  • [13:23] The tough things companies don’t like to talk about

Resources Mentioned on this episode

Sponsor for this episode

Buy Box Experts applies decades of e-commerce experience to successfully manage clients’ marketplace accounts. The Buy Box account managers specialize in combining an understanding of clients’ business fundamentals and an in-depth expertise in the Amazon Marketplace.

The team works with marketplace technicians using a system of processes, proprietary software, and extensive channel experience to ensure your Amazon presence captures the opportunity on the marketplace, not only producing greater revenue and profits, but also reducing or eliminating your business’ workload.

Buy Box prides itself on being one of the few agencies with an SMB (small to medium sized business) division and an Enterprise division. Buy Box does not commingle clients among divisions as each has unique needs and requirements for proper account management.

Learn more about Buy Box Experts at

The Amazon Flywheel is, at its core, a simple idea. First conceived in the early 2000s, the idea is that Amazon could use the internet to offer a…