Australia isn't just another western market. Amazon learned this quickly in its 12th market roll out. In this episode of The CMO Show, Lena Zak, Country Manager for Amazon Business Australia, discusses the nuances of branding in an unusually personal, human‑to‑human business culture with distinct approaches to buying and supplier relationships.

From buyer instincts shaped by Amazon's B2C footprint to the procurement friction unique to local organisations, Lena shares the surprises that forced her team to rethink assumptions and rework their approach, including the need to explain what Amazon Business even is before they could persuade anyone why it matters.

What are Lena's biggest lessons?

• How listening beat out global playbooks in a market where trust still trumps technology

• How the whimsical Little Bo Peep campaign became an unlikely shortcut to clarity and cultural connection

• Why simplicity in fast shipping, easy controls and fewer suppliers to manage proved the strongest lever for earning confidence with Australian organisations navigating digital transformation.

It's a behind‑the‑scenes look at the decisions, challenges and creative swings that defined one of Amazon's most interesting market launches and a reminder that in B2B, understanding how people buy is still the most powerful strategy of all.

This episode is brought to you by impact advisory, communications and events agency, ImpactInstitute in partnership with Adobe.

www.impactinstitute.com.au | https://business.adobe.com/au