What Happened:
Email advisor Dela Quist shared a thesis on why Amazon’s next major platform expansion could be launching its own email service provider not as a marketing tool, but as a control layer in its ecosystem.
Quist argues that Amazon’s biggest blind spot is post-purchase communication. When sellers use external ESPs like Klaviyo or Mailchimp, Amazon loses the downstream behavioral signals that power AI like opens, clicks, replies, sentiment, and brand recall. Those signals flow to Meta, Google, and other ad networks instead.
An Amazon-owned ESP would close that leak. Amazon could observe every engagement event and feed that data back into product recommendations, search ranking, and future AI systems.
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