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This week on Selling on Giants, the signal is consistent across every platform. Retail is getting faster, more automated, and less forgiving, and the operators who win are the ones who build systems that hold up under pressure.

We start with fulfillment because it quietly decides margin, cash flow, and how much risk you carry into the year. Then we move into returns and buyer abuse, where the right documentation and escalation approach makes the difference between progress and endless loops. From there, we zoom out to the next discovery shift, ads inside ChatGPT style conversations, and what that means for product data, trust, and visibility. We also cover Walmart’s push into drone delivery, the retail tech trends that are becoming real infrastructure, and why Google core updates keep reshuffling traffic even when nothing is technically wrong.

Here’s what we break down in this episode.

Amazon fulfillment options for twenty twenty six, and when to use each
FBA, AWD, SFP, FBM, Multi Channel Fulfillment, and Remote Fulfillment
• Where each model fits based on velocity, margin, and operational control
• A practical primary lane plus backup plan approach that protects profit first

Buyer abuse that keeps repeating, and how to force progress
When support keeps looping you, the fix is almost always packaging this as a pattern, not one off incidents
• How to consolidate the story into one primary case with a clean timeline
• Evidence standards that hold up and reduce denial risk
• When to escalate, when to request buyer restriction, and how to use forums strategically

OpenAI brings ads to ChatGPT
Conversational discovery is becoming a paid surface, and that changes how brands win the decision moment
• Why product data becomes creative in chat based recommendations
• Why trust becomes the moat when ads show up inside a helper experience
• What to tighten now across titles, attributes, images, reviews, pricing, and inventory stability

Walmart and Wing expand drone delivery
Speed keeps moving from days to hours to minutes in certain categories
• What faster delivery changes for assortment strategy and repeat purchase behavior
• Why local availability and in stock performance becomes the whole game

Digital innovation in retail, minus the hype
The trend is less about pilots and more about systems that shape discovery and execution
• Retail agents, generative AI, and new sponsored surfaces that sit outside the search bar
• Social commerce pulls demand upstream, and content quality decides whether you capture it

Google core updates, explained
Core updates reshuffle intent, not only punish bad behavior
• How to diagnose drops using Search Console comparisons
• When to adjust page structure and helpfulness versus when to avoid panic edits

The common thread
Discovery is shifting, speed is accelerating, and platforms keep trading seller flexibility for buyer trust. Brands that run clean operations and make their catalog easy to recommend will compound advantages over time.

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