Shoppers don’t give any Fs about heritage when the search results tell a better story. A recent Consumer Goods report caught my attention because it quantifies a shift I have been watching accelerate for years. Emergents and challenger brands are now outselling legacy CPGs in 16 of 18 Amazon categories. In fifteen of those, the lead is more than fifteen percent. Heritage is nobody’s moat on Amazon. Visibility is. Third-party sellers are beating major brands because they understand the modern...