Why One Employee Can’t Run Your Amazon Channel Anymore (In 2026)

Chris Turton is an ecommerce strategist, entrepreneur and Managing Director of Ecommerce Intelligence, an Amazon EU Gold Partner agency helping ambitious brands navigate profitable growth across Amazon, TikTok and ecommerce marketplaces.

With 18 years in ecommerce and 16 years of hands-on Amazon experience, Chris has built his reputation around understanding what actually drives profitable growth-not simply chasing revenue, rankings or vanity metrics. His team works with around 70 brands across the UK, Europe and the US, with client portfolios generating more than £50 million a year in ecommerce sales. His experience includes working with major brands such as Reebok, DKNY and Myprotein.

Chris is particularly passionate about the next major shift in ecommerce: AI and agentic commerce. He believes the industry is underestimating how dramatically AI-powered discovery could change the way consumers find and buy products. While much of the conversation focuses on optimising a brand's own website for AI, Chris looks at the much bigger ecosystem of marketplaces, retailers, reviews, product data and third-party trust signals that AI systems use to decide which brands and products to recommend.

He draws parallels between today's AI revolution and the emergence of Google in the late 1990s, arguing that brands that understand these changes early could gain a significant competitive advantage while others risk being overtaken by more agile challengers.