Series 2, Episode 7 - Amazon unBoxed 2024: Review & Key Insights

Speaker A: Foreign. Welcome to the E Commerce Made simple podcast. I'm Giraude Guigner, your host. Sometimes you're very lucky because you get to work with some of your close friends. And today is a lucky day for me because I recorded this uh, podcast with a uh, group of friends. Lawrence from uh, retail for Brands, who's uh, launched this agency, friend agency, which is based in Paris, uh, at least I think five years ago. And uh, Tarik and Francois from M M 19 which is an ad management uh, tool, uh, AI, uh powered let's say. And we get to talk about Unboxed, um, in Austin, Texas where we were, the four of us and what we learned, why we went there and uh, why it makes sense to go there. And also how we look at Amazon growing, um, how Amazon is using AI, how um, maybe Amazon is looking at SMBs versus uh, large uh, companies. And you will see very interesting takes from both Lauren Staric and Francois on uh, is Amazon actually a threat for larger companies? Because it's offering a lot of services for SMBs. Is it targeting specifically SMBs and not really larger companies? A lot of those uh, questions get answers in that uh, podcast. So I hope you will enjoy it and um, leave us a note if you have any questions. Enjoy. Bye bye. Welcome everyone to this uh, new session and this uh, webinar podcast with a bunch of friends. So a very exciting day today. A bit of French touch also uh, to talk about and to revisit what we went through at uh, Amazon Unboxed in Austin in October 2024. So maybe a small tour of who's who. Lawrence, you're first.

Speaker B: Okay, thank you. I'm very excited and very honored to be part of this call today. Um, I'm the CEO and founder of Retail for Brands Boutique, specialized in all things E commerce. Um, and what we seek for our clients is retail excellence at scale.

Speaker C: Boom.

Speaker A: Now try and do better Tariq and Francois

Speaker D: better. It will be hard to do better than him. So I'm Tarek, CEO of M19. Um, we are a software, uh, mainly for ads automation, that is retail awareness, that is uh, used by agencies to optimize for ads, sponsored products, brands and all ad formats. And we are finalizing our version to optimize DSP campaigns as well. Yoo hoo. Coming to it.

Speaker C: So I'm Francois, I'm a co founder as well of M19. We just tried to say like same thing of tally, but in a very short way. So M19, it's uh, it's uh, a NAT tool powered by AI it's a uh, uh, self service, it's retail centric and it tries to be a tool like an agent CLI. That's all.

Speaker D: No managed services provided by M19, only self service software.

Speaker A: We love that. Obviously. Um, okay, let's deep dive into the topic today of um, um, onbox. So first is like who had been to unbox before and what, you know, why did you attend? Why did you go this year? Lawrence, you go first again.

Speaker B: Uh, so I was a virgin. It was my first unboxed in the U.S. um, yes, I had been and had been invited to inbox in France I think at one point. Another, uh, you need to go back to what happens. Um, and like it or not, Amazon is an American company. Um, and there's still two, three years ahead of who we are and what we do. Um, and I think it was a great opportunity, not as much to attend the keynotes and the presentation which kind of give the tone, ah, of those two or three days that we spend together, but really trying as much as possible to meet the people that actually build the roadmap.

Speaker C: Right.

Speaker B: M. And you really do that off the, off the record, um, you do that off in box. Um, and it's, you know, being very humble, being a French European company, you know, you're not going to influence the roadmap, but understanding, you know, the reason why the roadmap is going to that direction, you know, what are the structural changes that are happening on the market at the moment and you only feel that from those off conversations. Right. Um, and the keynote, you know, you could stay in France and you could stay in the uk, we could stay in Germany and just you know, read the extract about it or see it live. Um, but I think the value is talking to those people and being it then to be able to, to share with your likes, should they be, you know, we met there but we also met other competitors and friends, um, and understanding, you know, what they've seen and how they've understood it. And it's a bit that moment where you know, you're not in the day to day and you can think of how your roadmap is also going to involve. Because at one point another Amazon sets the tone and the people that you're seeing that are doing those keynotes, they do set the tone for what's going to happen in the next 18 months.

Speaker A: The importance of understanding the roadmap. I think it's indeed you get to see a lot of things in the future also because the one on one discussions People unveil some part of the, uh, roadmap they don't give publicly. So I totally agree with that. Uh, Francois and Tariq, what was your like? Why did you attend? Where did you come this year?

Speaker C: So on our side we already attended unboxed in London, which was more like a European unboxed, and also in Paris, but it was more like a French unboxed. So coming to Austin was like the first global event for me. It was more like a US centric event. So on top of what Lorenz, uh, already said, I would say that it was a great opportunity to meet with people, especially from the US market. It's a great way for us to have a better understanding of the U.S. market. Uh, but it's uh, also a way to be evangelized by the Amazon guy that we meet, but also try to evangelize on our side. Not as Lorenz said that, um, we don't even try to influence the roadmap. But just being identified as a partner and potentially a kind of key partner in Europe is really important to us because then we can start building the right type of connection, uh, in Amazon.

Speaker D: Yeah, definitely. It was our first and definitely not our last was so interesting. Not only in terms of content, knowing more about what will be happening in the future, but also the relationships you build there, the network you can get, the people you have access to, mainly like product guys, management guys from Amazon that you won't meet, uh, anywhere else. They are all in the same place and you can talk to them. So yes, it was very, very useful for the networking side of things. And what was surprising for us is also to see value of having all the ad tech players in the same place, even competitors. We had very good discussions with them, very constructive by seeing their, uh, what are their pains, how they are growing, what are their different Personas they are going for. It was very fruitful for us and we were surprised to have that type of discussions with direct competitors that we weren't planning to talk to. But yeah, thanks to you, Jerome and other people who made the introductions, we had to talk to other tech partners and we will keep doing, doing that.

Speaker C: Yeah.

Speaker D: And we are even having like now connections with them. And so, yeah, very, very nice event. We'll do it definitely each year now.

Speaker A: Yeah, for me it was, I think the fourth time I was going to the U.S. uh unboxed. And I, uh, would say two things. The first thing is a bit similar to Jeff Cohen said on another podcast, saying that the fact of meeting the people on the Allays and you could be competitors, could be customers, could be people of the same industry. Like the sharing pain points, listening to other things or learning stuff is really valuable. And usually I come back with a lot of new ideas and pumped and with a lot of things. The second thing I wanted to share that um, it was always in New York and for us Europeans New York is much easier to go to than to Austin. And I was complaining a lot that it was in Austin and New uh, York is much better. But actually in New York a lot of the Amazon people got their offices. So they're kind of on and off a bit and you do get them. But it's a different thing than having everyone in Austin where most of them as far as I know didn't have offices in Austin. So they all, they were all traveling there. So it gives a um, really um, like a feeling of off site and that makes it like a special moment. So I think it was actually a bit better than the one in New York, even if it's further uh, away uh, for us. And next year will be in Nashville. So I think they are trying to get this localized bar. That's why the unboxed US is very US centric. The one in Paris is French, the one in Dusseldorf next week is, will be German, et cetera, et cetera. So I think it's also an inspiration because I don't know many organizations like that which are going with the same kind of theme and working about like localization which is like what you want to do with your PDPs. Right. They're doing also with their shows and sort of talking to the end consumers. So that's a bit about, about the. Why now? Talking about like announcements and stuff which were announced during the, during the show. What was the ones you preferred or which you think will have biggest impact for you, for the business, for your customers. Norris, maybe you can start looking.

Speaker B: Um, I'm going to answer in two points. I think there's a few things which um, the first is the level of simplification to which they're going to.

Speaker D: Right.

Speaker B: Um, in particular, you know, making some of the buys more I would say buyer centric. Um, in particular, you know, scaling performance plus um, non endemic or semi endemics in particular. Meaning uh, putting a bit more AI and opportunity.

Speaker C: Um,

Speaker B: the second point is about optimization. Um, I now understand the level of you know, API opportunities.

Speaker A: Uh, we've lost Lawrence.

Speaker C: Uh,

Speaker A: he was mentioning the AI opportunities so that the live uh, uh, things did you follow a bit the AI opportunity?

Speaker B: Yeah, uh, can you hear me?

Speaker C: Yes.

Speaker A: Go back.

Speaker C: You stop at AI opportunity. Okay, we can't hear you anymore. But I. Yeah,

Speaker B: yeah, let me change um networks.

Speaker A: It's an AI which has attacked you.

Speaker D: Talking about AI opportunities. One of the new M AI powered features that uh, was announced by Amazon during Unbox was the audience boost. That was the first audience based uh capability that was released on sponsored ads sponsored products which is I think a strong signal of providing more and more features and capabilities and control that is at uh, user level, audience level within sponsored products ad format which is coherent with all their efforts, all the effort Amazon is doing out around Amazon marketing cloud make it accessible to everybody even people without DSP entities etc. Etc. So now thanks to AMC where you are able to measure properly at uh, the most granular level your uh, performances on different audiences that you can build yourself. They went to the next step of allowing you to in your sponsored ads campaign to boost and go even more aggressive on some very specific audiences that, that are pre built within Amazon advertising console. And this is mainly AI based or that you build yourself using Amazon marketing cloud that now is available and open for all the advertisers not only the big ones that are having or that have uh, that has a um, significant DSP budget but even to small and medium advertisers without any DSP campaigns they have access to amc. They will have access also to the audience builder within AMC that they will be able to um, activate and boost on. On the sponsored ads area.

Speaker A: And Francois, do you have any like.

Speaker C: Yeah, it's more like uh, as Lawrence told, he was talking about simplification. I think for me it was one of the keyword of UNBOX this year and uh, as a kind of symbol I really like the AI creative studio. You know the possibility that you have to use AI to build either videos or banners or even audio ads. I think this is just. Even if you are not part of the market, just showing how it works. That was really impressive. Really really impressive. And then you know that for uh, most of the small players it's a great way for them to sell tons of time and even though they don't, I think most of them don't have you know means to be able to build this kind of video. So it's a way for them to access to the video inventory. So that's really great. It's also I know a great way to have videos per market. So the way to have different ways to talk to different audiences without having necessarily a big team working on different type of videos. So uh, for me simplification and especially this example was really a strong element. And what about you, Jerome?

Speaker A: So, um, I like for me it was uh, I'm in line with what you said. I was thinking like for our kids to build a business and to launch a new product will be so much easier than when we were like young kids or when we started after school because you had to go through a buyer, you had to go like there's so many things you didn't have access to. And now you can probably create within the few years because the AI is still not perfectly working, um, or it's really working well, but it's not everything. Not perfect yet. It's amazing how things are simplified and obviously the larger brands with larger budgets will always manage that. They have the budgets to have great videos and so on. And that's cool, that's wonderful. But the smaller ones, I find that very exciting to be in that space. And I know, uh, Loris, you wanted to share a bit about uh, AI yourself and what you've done during the, the show. So was it also the AI which uh, was most impressive for you?

Speaker B: I think at one point, another, um, AI has been such a buzzword, uh, but it's the incarnation of true AI. Um, and I think in this room talking to Tariq and to Francois, they've been doing AI for us for know, five years. Um, but at the end of the day there are things where you need to be directly integrated into the system. And you know, you mentioned it, uh, you mentioned the fact that um, through the usage of AI, though it's on only the beginning, you can start to include, you know, tangible, you know, personalized messaging, um, into your platform. Which means, you know that and you've touched base on it, which is, you know, um, for a very long period of time. If you wanted to have a full funnel strategy, you needed big budgets, right? And I think what Amazon is doing is it's finally getting, you know, some scale of democratization when it comes to full funnel. You know, you know you can, you know, if you were a seller, even if you, you'd be doing €500,000 a year in net revenue on Amazon. You'd be able to, to advertise on tv. Now, you know that that's a radical change and a radical move, right? Which means that both our clients, which are uh, mid scale clients and mid sized clients, you know, they can have access to video, but also means that our large clients that have been doing video need to change the way they communicate with their consumers.

Speaker C: Right.

Speaker B: Those challenges are extremely exciting. Way beyond the tech and the tactical aspect. No, that's a radical change. If you Unilever png, this is going to change the way you do business in the next 20 years.

Speaker A: And a question on that front. I've always thought that, um, Amazon is actually a larger opportunity for smaller players which are less distributed, have less issues of pricing everywhere, less, like, are more agile. But could we say that now with all this new technology, the fact that, uh, it's very democratic and like every brand can go there, is that actually becoming more difficult for larger companies and that the fact that they're opening for everyone makes it like, uh, more of a hurdle, uh, for larger companies. And I think we've all had examples of brands saying, okay, I have a competitor, I've never known the name before, and actually on Amazon, they are only on Amazon and they are, um, much better than us on that category. So, like, is this thing actually a threat for larger companies?

Speaker B: I'd say that we're talking about ads, but let's consider Amazon as a whole for a few seconds. Amazon used to be this everything store, right? Now the objective of Amazon is to switch from everything store to everyday store. Um, to be an everyday store, you need to have consistency in the quality of what you deliver. That's what historically big brands have been doing. You know that if you're buying a PNG or Unilever product, you will have a certain level of quality, right? So it's both a threat and an opportunity out, uh, of the, you know, 20 large FMCG brands out there, let's say 50, you are bound to have about 10, 20 that are going to get it right and physical. And from a strategic point standpoint, they get it right. It's a massive opportunity to address very niche audiences as well, and mass audiences, right? But it's also, um, a threat to those that will not make the change. If you do not consider Amazon both in your retail strategy and your communication strategy and you are an FMCG brand or consumer electronic brand, you're making a massive mistake. And it's not using the same recipes that you used to have and transferring to Amazon, it's a different ball game altogether, right? Those that will have the power and the strength, um, and the level of investment that large FMCG brands have and the agility of those small players, they will make a difference on this market. And at the end of the day, that's your job, Jeremy. It's my job as well, right? To make sure that the brands that we're working with are fit for the future.

Speaker A: Like it's bringing that level of agility inside the organization, which is in some organizations more complicated than others. But like switching to M M19 because you are helping uh, the ad management, like the simplification of ad management through AI, right? So you talk to smaller companies, to larger companies, uh, through the agencies you work with. What's your approach on that? Saying okay, um, uh, actually you help in a way AI in general, but then you also help smaller companies challenge larger companies. Right. So how do you see that as um, looking at the ecosystem? Should larger companies be worried about that?

Speaker C: But

Speaker D: I would summarize it in two parts. There are two worlds that are completely different. You have the SMBs which are not concerned by most of the announcement and what was happening during unboxed, all these measurement capabilities, the full funnel, the display, the advanced, uh, thanks to that, uh, a big advertiser should be doing. And you have the enterprise big brands that has a lot of constraints, that wants a lot of control, that needs to react fast and adapt fast to this fast, uh, uh, evolving ecosystem that is Amazon, that is very different from what they are accustomed uh, to. So on the SMB part I believe that AI, either through a third party software like M M19 or by Amazon themselves will be doing the job perfectly. You will give the AI. Here is my budget, here are my constraints, even maybe without even giving a lot of creative assets, just some colors or whatever logo and the AI can take it from there and can come up with even a full funnel, like some awareness conveyed, some sponsored product, blah blah blah, and the AI will be able to do that. So I see the AI doing this work for SMBs, but you have all these other big brands that needs to adapt to these full funnel advanced capabilities from as uh, Lawrence said, all this new video accessible formats, for example Twitch, which is something very, not very new. But for endemic advertisers it might seem weird to go advertise on replays or live gamers that are showcasing what they are doing. But there's so many traffic and uh, opportunities and cohorts that are relevant to the brands themselves that they need to be there and do it in the right manner and measure it in the right way with the right attribution, et cetera, et cetera. So to sum up, I think that the AI will do most of the work either through third party or Amazon directly, um, giving the tools internally to do the full funnel simplified ads for these SMBs on the other side, the aims, the unboxed world with the advanced full funnel measurement and reporting in this area. I don't believe that the AI will help maybe enhance in some areas uh, of the funnel, but it won't be doing all the work. We will still need like agencies, tools, consultancy to, to adapt uh, to adapt in uh, for each uh, brand because each brand has its own facilities and we see all these announcements that are going also into this direction of giving more control, giving more measurements, giving more capabilities to do custom e.g. attributions etc. Etc.

Speaker B: And uh, Tariq, if we look at what is done on um, um, the meta and Google side of the world, there's never been as much AI, much more in the campaign management that we have in the Amazon environment. And you've never seen so many consultants and so many agencies.

Speaker C: Right?

Speaker B: Because at the end of the day I think that uh, you need better strategy because the buying game, the pure buying game becomes even. And if brands want to differentiate they need better tooling, they need better thinking and they need more robust reporting associated to that. And I haven't seen any of those agencies disappear. You know, I've seen them thrive more than anything else. And I hope there are more threats

Speaker C: for techs than for agencies.

Speaker B: Uh, but for tech as well. I mean it's being able to see and to adopt the changes. And if you think of, I think going back to what Tarik said, one of the very exciting announcements but that wasn't really highlighted as much is being able to target audiences on the search platform. That's going to be a very big change. It says a lot about the change and it says as much of a change of the ads business that it says in terms of retail business. Meaning that when I'm buying pens or when I'm buying coffee, I don't have the same attitude as Jerome or my mother in law. Um, because when I'm buying coffee I'm buying coffee for the whole office.

Speaker C: Right.

Speaker B: Maybe J as well. Right. But my mother in law for sure she's not buying the same coffee. No.

Speaker A: Uh, upgraded to be compared to your mother in law. But yeah, uh, Francois.

Speaker C: No, I just, I wanted to add something but it's more like you have this thing that you have two worlds now like the e commerce platform Amazon and the advertising space on the E commerce platform. Small brands, uh, compared to big brands. Yes, there is a threat for big brands. They are not part of this E commerce platform. So in France it's still the case. You have big brands that don't consider Amazon um, like uh, something that is key in their strategic plan. So for sure small and medium brands will be a threat for them. But if you are part of this E commerce space and I think it's not a big deal because this space is growing so there is, there is space for everyone. So this is about E Commerce then you have the advertising space for Amazon like Amazon ads. And it's something that you Jerome highlighted and told me uh, at Austin. It's like for the first time we had the feeling that it's uh, uh like uh, Amazon ads could be a single company with a clear vision on the advertising space. Something which is not anymore an extension of the Amazon E Commerce page. It's really like uh, uh an ads company and ads company mean that something that is uh, maybe easier to use for big brands because they know how to use all those different tools that you can find in this space. How to play with uh, a professional, how to play with awareness, how to play with specific uh audiences building and they know how to deal with that more maybe than small and middle brands.

Speaker A: I have a thought provoking question on that point is that we know that if you look at larger numbers Amazon in terms of uh, ad budget is much smaller than Google and Facebook, Instagram and so on. It's growing faster uh usually than the others but they are still much smaller. Um we can see that they're releasing a lot of full funnel strategies which are complex or full funnel tools which can help you attack full funnel. But they are also making it very democratic for also SMBs to attack it. So the question is maybe is actually the El Dorado like the large part of the market not SMBs and they are trying to crack actually SMB. They are kind of working with a few of the larger brands to make a few names. But is it, is it, would, would it be Amazon's strategy to go after SMBs? Because that's where the big part of the businesses and where they could crack much more budget in general. Is that, could that be their strategy? Lawrence, what's your take on that?

Speaker B: So I was lucky enough to be to, to be on, on uh, what was called the, the leadership summit. Um and the great thing is it gave us access and you know there's different levels of things that people from Amazon can say right? There's the keynotes and basically they can't say much. Then there's behind closed doors and they, so they can say some things but not that much. And then there's the off you know from the Amazon people and you do realize that um, at one point another what they want to do is they want to create an even playing ground.

Speaker C: Right?

Speaker B: Of course in the next five years it will be you know uh, when it comes to full funnel and videos in particular, it will be you know, the big brands that will help to, to create the market and structure the market. But at the end they, I insist that the brands that will get it and will make a difference, it's the brands that have the agility of an SMB. Because at the end of the day if you can prove with scale that online video great content generates a difference long term for your business, then that's going to change everything altogether. Right. And if you consider other channels, not only uh, Amazon, you know how many companies do we know now that have made their business on TikTok or Instagram? Right. And initially it was just video and content. Uh, that's a radical change. You have to take it into consideration. So I think at one point another they know that the people that have the habits are those big brands, big companies. But moving forward it's making everything accessible to SMBs equally.

Speaker A: And so in full funnel you're saying of all the type of customers from very large to small ones, they want to win on every. That would be uh, what you feel after talking to um, leadership from Amazon.

Speaker B: Yeah, I mean at one point or another there is one, yes, we're talking about things being simple and everything but at one point another there's an entry cost to that and the entry cost is tech. And I think we all come back from those events with so many things and the question is not having the ideas, just getting them done right. I think you've all come back and said hey this is what we need to do and we've done this and that and blah blah blah. Um, it's just making a difference and making a tangible return on investment different.

Speaker A: On, on the M M19 side what do you, what's your take on like the size of SMBs versus uh, is that ah, you think you feel that's a, a major target versus Yeah.

Speaker C: I remember when I was hired by Google Like 17 years ago, a long, long time ago, Google was even quite a small company. Uh, I remember that what was great and for me the most innovative thing about Google AdWords was this possibility to give access to advertising for very small brands. I remember that with AdWords that was making a big difference. And then uh, um, big financial strategies forced the sales team at Google to focus more on big Brands, which was a shame and I think now it's a bit a mix. The difference with Amazon is that we're not just talking about advertising here. Once again, Amazon has also the possibility to help brands to do E commerce. Not just being visible on the Internet, but being able to sell on the Internet. So I think this is making a huge difference because they can have an impact. When we say full funnel, it's really the full funnel. It's from the awareness with uh, the conversion uh, and helping those brands to do that. And I think this is making uh, uh, a big difference. So yeah, I would give a bet that maybe Amazon will be able to crack this one more than the others.

Speaker A: Well, having a very big retail tool and a big um, advertising tool. Yeah. Tarek, sorry, you wanted to say something?

Speaker D: Just to um, add on what Francois said of cracking the SMBs part. Uh, I'm not sure 100% but if I'm not mistaken, uh, through one of our discussion with some um, leadership people on the Amazon side during unboxed, we learned that around 80% of ads revenue is from SMBs. I was surprised to see a share that big. So again I'm not really sure about this figure I need to.

Speaker C: But it was massive.

Speaker D: Check it again. And one of our uh, key takeaways is uh, it was even before Unbox we had uh, an internal project to serve and go after these SMBs in a very, very simplified way. Uh, and a very accessible way of doing um, ads and promoted products on Amazon. We are calling it Autopilot by mit. So we have basically two streams. One is this new thing Autopilot where we um, make it very convenient and easy for a seller because they don't even qualify and call themselves as an advertiser. They have a budget in mind, Roas and that's it. They don't know anything. They just know how to source a product, how to create a listing and sell it. No idea about the market inside. So we think of serving these uh, people through our autopilot where they will describe like a budget. Here is my budget, my roas. The AI will do the work and the more mature uh, people that know what they are doing, like advertisers that want to take control of their ads, of their full funnel, do all the things and measure. This is the M19 offer that is mainly to agency to streamline operations and optimize uh, at each different step. So to answer your question after the event we are giving m. It's clear for this clear segmentation of the autopilot SMBs advertiser to be served with a super simplified version of M19 and the advanced detailed M19 offer that is mainly there to serve agencies that need an advanced tool, uh, to help them in their day to day uh, operations.

Speaker A: Okay, thanks. So that, so N19 at least has got an answer to that. Like large versus small. You are able to address everyone.

Speaker C: So we try to contribute.

Speaker A: Yeah, let's see. To wrap our session, uh, because I think we could uh, go on talking for hours. But as a wrap up, what uh, I suggest is maybe could you say in a very like few sentences, uh, to brands, specifically to brands like agencies of course, but brands. Why should they come to unbox next year in Nashville or to the local unboxed. What would be your recommendation? Uh, sentence then

Speaker B: I would say come prepared. Right. Um, don't only come for a good time. Um, I mean in the words of Amazon, be frugal. Which means you're not coming here to have a good time. Uh, it's a long trip. So. And what does it mean come prepared? I think it coming prepared with you know, people that you want to meet and you know those expectations, uh, being prepared also into your mindset. You know, it's a big American company. Right. And we are small European boutiques.

Speaker C: Right.

Speaker B: Um, but still, you know, and sometimes that can be a bit,

Speaker C: that could be the name of the podcast, all European boutiques.

Speaker B: Uh, but we do good things.

Speaker D: Right.

Speaker B: We need to be proud about what we deliver for our clients.

Speaker D: Right.

Speaker B: And sometimes it feels like am I missing out on something? Because you're only talking about 100 million budget and things like that. Um, and also be prepared to try and implement a few things behind it night, which is ah, it's a commitment and I'd say a good unboxed, uh, is about a month, uh, takes about a month, you know, prepare two weeks ahead, um, be at the event for a week and then recuperate to some sense during the week and then implement in the next two or three months. Right. If not, it's not worth your time. Uh, especially in this day and age.

Speaker C: Yeah, I agree with you. I think it's, it's not obvious. It's like if, if you, if you want to meet with Amazon people you should go. If you want to understand the Amazon US market, you should go. If you're uh, a tech, like uh, um, an international, like you should come if you're an agency, like a European agency. That's not obvious. I think it depends if you need to meet with Amazon People, if you want to understand, uh, the U.S. market on my side, I was very happy to go there. As Tariq, uh, said, we will come back because I think as a tech company it was very, very important for us. It's key to be there. But Amazon unboxed in uh, Amazon US Unboxed US is not replacing and Amazon, uh, Europe. And I think the one that will happen in the Will be very like German centric and not enough European centric. So I think the London inbox will be missing this year.

Speaker D: I would add on top of the be prepared, be open. I was very surprised on the quality of uh, meetings and people I met during the event that wasn't planned, that weren't prepared. So be open to meet uh, with people and other players that you weren't expecting to meet with. And also this is not for everybody, but be open also to have some fun because honestly I had a great time. Like the party was really good, the food was good and the social part of it was good. I personally, maybe it's its color and flavors, but I personally loved it. So be prepared, be open for to meet with people, uh, that you won't expect and you won't meet, uh, like otherwise. Yeah. And be open also to have some fun. There is great stuff happening there.

Speaker A: Make fun and have fun and make history. I think that's um, uh, one of Amazon's taglines. We'll probably end up on that. So come prepared. Don't like, think, uh, about what you want to achieve and implement it when you come back. I think that's very good insights. At the same time, be prepared to be surprised. And for me, I know I feel very energetic afterwards and have a lot of ideas. And for me they come generally from meeting others and having discussions and saying, so, okay, I need some help here or I can help you. Then there's a lot of value which sparks from those, uh, discussions. So thank you very much. Tig, Francois Lawrence. It was great. It's always a happy moment to talk with you guys. I hope everyone will enjoy this webinar slash podcast and I hope we can meet very soon. If you want to follow everyone, I recommend you follow uh, Lawrence. He produces a lot of posts in French so you can work on your French, but a lot of new things happened there. Uh, and M M19 has got also a page for Swen Taric. We'll have all the links there. Thank you everyone and meet, uh, you soon, hopefully somewhere.

Speaker C: Thank you, Jerome. Um,