BASE

BASE is now part of the Claude for Startups programme. It’s selective, and it opened up wider this week, so we’re glad to be in. The API credits and access to Anthropic’s team go straight into what we’re already building with tech. AI is an enablement layer on top of what we do. Where it helps is the plumbing of the data we work with like reporting from Snowflake, dashboards (now built as artifacts), and our own MCP server so the team can query our client data. This gives us more room to push that further. Link in comments to read more and apply for your own team.

Delighted that we’re officially named a Finalist for the 2026 Amazon Ads Breakthrough Partner Award! This finalist recognition highlights our work using Amazon Marketing Cloud (AMC) audiences and insights as well as the Amazon Ad Tag to bridge the gap between Amazon and D2C performance. A huge shoutout to the BASE team for driving these results!

2 years down. 9 team members up. 1 Amazon Ads Partners global finalist award nomination gained. We are up for Global Breakthrough Partner of the Year at Amazon's unBoxed in September. Absolutely buzzing. Congratulations to all the other finalists. Win or lose, what a great moment of recognition for us all. Massive shoutout to the whole BASE team Sophie, Charlotte, Harry, Luso, Saumya, Scott, Tim, Ethan, Wes.

I'm proud to share I'll be a panellist for the Alliance of Independent Agencies member session. Independent agencies have always been about doing more with less; we're lean, fast, and resourceful. Generative AI supercharges that, but it also lands us in a tricky grey area around copyright, IP, and client indemnification. Online event info: Safe Scaling: Navigating the Copyright Minefield on a Shoestring Date: Thursday 24 September · 09:30–10:30 I'll be joined by a genuinely strong panel bringing the angles that matter. This is an Alliance members-only session, if that's you, I'd love to see you there.

Do you know how many of your Amazon sales you're actually losing to 3P sellers? AMC is capable of much more than answering media related questions and building audiences. Using FSI (Flexible Shopping Insights) through AMC, we've been able to show brands the leakage that exists on Amazon: sales going through their own listings, but not to them. Here are 3 examples: Brand 1 - 7 figures a year being sold by 3P sellers Brand 2 - roughly a fifth of monthly sales going to 3P sellers Brand 3 - up to a quarter of sales going to 3P sellers, varying by locale There's no longer any need to guess how many sales are being lost due to OOS and LFO, or how many are going to 3P sellers. Amazon now gives us this number. That number changes what you can do next. Factor 3P sales into how you think about total investment on the channel, and/or use it as the target to clean up 3P sellers and recognise (and grow) the revenue as your own. If you're a brand doing meaningful volume on Amazon and suspect you're leaking sales but can't put a number on it, let's talk. We can help plug the gap.

For anyone who has been on Amazon this morning, you'll have seen that Prime Day has officially been announced! 🎉 After the success of last year's event, Amazon has stuck with the four-day format, running from 23rd–26th June. For brands and advertisers, the extended event creates even more opportunities to capture demand, but it also puts strategy and execution to the test, with rising CPCs, tighter competition, and budget management becoming even more important across all four days. The countdown starts now. I'd be interested to hear from other sellers and advertisers: 👉 Do you prefer the extended four-day Prime Day format, or was the original shorter event more effective for your business? #amazon #Primeday #4dayPrime #AmazonAds