Amazon is on an at-all-costs transformation to drive costs out of their business, squeeze the most out of marketplaces, and automate as much of their relationships with their suppliers as possible. According to Martin Heubel, founder of Amazon consultancy Consulterce, that means they are leaving the pesky details of growing your category and your top-line and bottom-lline growth to you. And that requires strategic shifts on your part over the next few years if you are to achieve profitable growth with Amazon. Armed with the results of a survey of 500 Amazon 1P Sellers, Martin joined us to chart that course of strategic rethinking that must happen for success in this next decade of the digital shelf.