If You Ignore Customers, Don't Be Surprised When They Shop Online. Because if Customers Feel Invisible, They Will Shop Elsewhere

A real-life lesson in customer service and why ignoring paying customers can drive shoppers straight to online retailers like Amazon.

The battle for the future of Britain's high streets is a topic that comes up regularly. 

Retailers talk about rising costs, online competition, changing consumer habits and the challenges of attracting customers through their doors.

But sometimes the biggest threat to a business isn't Amazon, eBay or any other online giant, or a supermarket. Sometimes it's simply poor customer service.

My wife and I recently experienced a perfect example.

We visited a specialist cheesemonger that we have used several times before. We weren't browsing. We had every intention of making a substantial purchase, expecting to spend somewhere between £50 and £60 on a selection of quality cheeses.

When we entered the shop there were only two members of staff present: the manager and an assistant who were both behind the counter. There were no other customers.

The assistant was engrossed in loudly reading a lengthy letter on her phone concerning the departure of the headmaster at her daughter's school. As my wife and I approached the counter, the manager glanced up and asked, "Can I help you?"

"Yes, please," I replied.

That should have been the start of a straightforward sale.

Instead, the assistant continued reading the letter aloud. At one point she even exclaimed, "Oh! I thought that was all, but there's lots more!" before carrying on. The manager appeared equally interested, asking questions and engaging in the conversation.

Meanwhile, my wife and I stood waiting.

And waiting.

And waiting.

Neither member of staff made any effort to serve us, acknowledge the delay, or even pause their discussion. Eventually we simply turned around and left.

The sale was lost.

As we walked away from the shop my wife summed it up perfectly.

"And shopkeepers wonder why people buy items on Amazon instead of using high street traders!"

Her comment struck a nerve because it highlights a truth many businesses still struggle to accept.

Customers don't just buy products. They buy experiences. They buy service. They buy convenience. They buy feeling valued.

Amazon doesn't always offer the best products, the lowest prices or the most specialist knowledge. What it does offer is efficiency. Customers click a button, place an order and receive what they need without being ignored or treated as an interruption.

Independent retailers have something Amazon can never replicate: personal service, expertise and human interaction. Yet those advantages disappear the moment staff become distracted by their phones or personal conversations.

Every customer who walks through the door is a potential sale. More importantly, they're a potential repeat customer.

In our case, two loyal long-term customers left empty-handed because two members of staff chose a school letter over a paying customer.

The lesson for businesses is simple: if customers feel invisible, they'll quickly find somewhere else to spend their money.

Incidentally, many cheesemongers have Amazon channels. To see what we mean please check out this link to our associated Amazon-powered retail shop:- https://amzn.to/4ojcYbK

Atel Q Software Launch & Amazon #1 Bestselling Book

London-Based Voice AI Specialist Launches Software Platform and #1 Amazon Bestselling Book in the Same Week.

Atel Q releases its Voice AI engine for UK SMEs as The New Voice of Business hits number one on Amazon.

Bisola Fasanya, a Voice AI Implementation Specialist based in London, has this week announced a dual milestone: the commercial launch of Atel Q's Voice AI engine software and the publication of her book The New Voice of Business, which reached the number one position in the AI category on Amazon within days of release.

Atel Q is a UK-based SaaS platform that gives small and medium-sized businesses access to Voice AI technology like phone and voice-based AI agents that handle inbound calls, qualify leads, book appointments, and respond to customer enquiries around the clock. The platform is available in two tiers: a self-managed subscription and a fully managed implementation service for businesses that want expert deployment and ongoing configuration.

"Most businesses are asking the wrong question about AI," Bisola told That's Business. "They ask 'are we ready?' and end up comparing platforms for months without ever deploying anything. The right question is: which specific problem do I already have, and do I have the process in place to let AI solve it? That shift in thinking is what Atel Q is built around."

The New Voice of Business is a practical guide to Voice AI adoption for business owners, written for founders and directors who want to understand the technology without the jargon. The book covers seven Voice AI use cases, a readiness assessment framework, and honest guidance on implementation risks and ROI modelling. It is available now on Amazon.com.

The software launch follows Bisola's work implementing Voice AI solutions for businesses across multiple industries.

Bisola is a registered advisor with Enterprise Nation and a member of the London Chamber of Commerce and Industry. She is delivering a public Voice AI workshop on 23 April 2026, open to business owners at all stages of AI familiarity.

Atel Q is a London-based Voice AI organisation offering software, implementation consulting, and business education for small and medium-sized businesses. Atel Q helps businesses deploy Voice AI correctly against real operational problems. Its SaaS platform is available as a self-managed subscription or a fully managed implementation service Find out more at www.atelq.com

The New Voice of Business

Published March 2026. Currently #1 in the AI category on Amazon UK. Available to purchase here:- https://amzn.to/4lXN50g

Why Small Businesses Shouldn’t Overlook Amazon as a Growth Platform

In today’s fiercely competitive marketplace, small businesses, from independent bookshops and boutique beauty brands to local pet shops, artists, cake makers, designers, face a constant challenge: how to grow their customer base without overstretching their resources. 

While many entrepreneurs dream of keeping things local and personal, there’s a powerful tool that can help elevate visibility and sales on a national or even global scale: Amazon.

It may seem counterintuitive to team up with such a giant when your brand is built on independence and uniqueness. However, using Amazon doesn’t mean selling out. Instead, it can mean scaling up smartly. But  on your terms.

1. Amazon Offers Visibility You Simply Can’t Get Elsewhere

Even the most beautifully designed e-commerce site can struggle with visibility. Amazon, on the other hand, is where millions of people start their shopping journey. By listing your products on the platform, you're placing yourself in front of a vast audience that’s already primed to buy.

This is especially powerful for niche businesses. A small eco-conscious skincare brand or an independent publisher of children’s books might find it hard to drive traffic to their own site. But Amazon’s search features and suggested products algorithm can surface your items to curious, relevant shoppers.

2. It Levels the Playing Field for Independent Sellers

Amazon isn’t just a platform for big-name brands. In fact, over 60% of items sold on Amazon come from third-party sellers — many of them small businesses. With access to tools like Fulfilled by Amazon (FBA), sellers can store their products in Amazon’s warehouses and let the platform handle packing, delivery, and even customer service.

For a small artisan jeweller or pet accessory designer, that means less time dealing with logistics and more time focused on making and marketing their products.

3. Amazon Builds Trust — Especially for New Customers

Consumers tend to trust Amazon. Its policies on returns, fast shipping, and secure payment are widely recognised. For small businesses, piggybacking on that trust can be a game-changer — especially when trying to win over first-time buyers.

Think of a newly launched vegan candle business: even if potential customers have never heard of your brand, seeing it on Amazon with positive reviews can build the credibility needed to make a sale.

4. You Can Still Retain Brand Identity

Using Amazon doesn't mean abandoning your brand’s voice or ethos. Your listings can feature your brand name, high-quality images, and detailed product descriptions that highlight your values. Amazon even offers Brand Registry for registered trademarks, giving sellers greater control over how their products are presented, and helping to protect against counterfeits.

Many creatives, like illustrators selling art prints or authors selling self-published books, have found success using Amazon as just one part of a broader strategy. They drive traffic to their own website for custom orders or exclusive items, while using Amazon to sell high-volume or evergreen products.

5. It Can Be a Low-Risk Testbed for Product Ideas

Not sure whether your handmade dog toys will resonate beyond your local area? Or whether your vintage-inspired stationery line could find a national market? Listing products on Amazon is a relatively low-cost way to test demand, pricing, and keywords before investing heavily in large production runs or marketing campaigns.

You’ll get data, feedback, and sales trends — invaluable insights for any small business trying to scale sustainably.

6. It's a Way to Diversify — and Build Resilience

The last few years have taught us how important it is for small businesses to have multiple income streams. Relying solely on footfall, events, or even a single social media platform can be risky. Amazon is just one more outlet — and a powerful one — that can keep revenue flowing even when other channels slow down.

For small business owners, whether you're a local bookshop with a curated collection, a maker of bespoke soaps, or a freelance artist with a growing portfolio, Amazon is not the enemy. It’s a tool. Used strategically, it can help expand your reach, build your brand, and strengthen your business.

The key is to approach it on your terms. View Amazon not as a replacement for your website or personal touch, but as a stepping stone to new customers who wouldn’t otherwise find you. In a digital-first world, visibility is currency. And Amazon is a platform that can help you earn it.

Get Your Business Ready for Prime Day

Prime Day is one of the biggest retail events of the year, and it’s not just for Amazon itself. 

It's an absolutely golden opportunity for online sellers to boost sales, gain new customers, and increase visibility. 

Whether you're selling on Amazon, Etsy, Shopify, or through your own platform, getting your online shop Prime Day-ready is essential.

Here’s a step-by-step guide to help you prepare your online retail presence and maximise your results.

1. Optimise Your Listings

Make sure all your product listings are in top form:

Use high-quality images (with lifestyle photos where appropriate).

Refine your product titles and descriptions using relevant keywords.

Add detailed specifications and clear pricing.

Make sure listings are accurate and free from errors.

Include positive reviews and ensure any customer questions have been answered.

Tip for Amazon Sellers: Update your backend keywords to target Prime Day-related search terms.

2. Create Irresistible Prime Day Deals

Prepare limited-time offers, bundle deals, or flash sales to attract bargain hunters.

Amazon: Submit your Lightning Deals or coupons well in advance.

Shopify & Etsy: Use app plugins or your admin dashboard to schedule discounts and banner announcements.

Consider site-wide discounts for independent retailers.

Bonus tip: Offer free shipping or express shipping options if possible.

3. Prepare Your Inventory

You don’t want to run out of stock mid-sale.

Review your sales history and forecast demand for popular products.

Ensure your suppliers and logistics are ready for a surge in orders.

For Amazon FBA sellers, send inventory to fulfilment centres early.

If you're selling on Etsy or via your own site, double-check your postage materials and dispatch times.

4. Enhance Your Storefront

Treat Prime Day as a mini relaunch for your brand:

Update your branding and visuals to reflect the promotional spirit.

Add a countdown timer, special banners, or “Prime Day Picks” section.

Create dedicated landing pages for special offers or bestsellers.

This is especially useful on Shopify or custom sites to guide traffic and conversions.

5. Run Targeted Marketing Campaigns

Don’t rely solely on marketplace traffic.

Promote your deals via email newsletters, social media, and PPC ads.

Use phrases like “Limited-Time Prime Day Offers” or “Exclusive Prime Day Savings”.

Partner with influencers or bloggers for wider reach.

For Amazon sellers, Amazon Sponsored Products or Display Ads can give your listings a significant push.

6. Streamline Customer Experience

Make buying easy and enjoyable:

Test your checkout process and mobile responsiveness.

Respond quickly to questions and messages.

Display trust signals like reviews, shipping info, and refund policies clearly.

Consider using chatbots or live chat on your Shopify or custom store.

7. Analyse and Follow Up

After Prime Day ends:

Review your sales data, traffic sources, and ad performance.

Retarget visitors who browsed but didn’t buy.

Send thank you emails and offer follow-up deals to new customers.

Use the data to refine your strategy for Black Friday, Cyber Monday, and the Christmas season.

Last points to ponder

Prime Day isn’t just about competing on price. It’s your chance to attract long-term customers, showcase your brand, and make your mark in a crowded marketplace. With careful planning and smart execution, your online retail presence can flourish well beyond the 48-hour sales window.

How to Set Up and Operate Your Own Online Retail Establishment Using Etsy, Shopify, Amazon or Similar Tools

In today’s digital-first economy, setting up an online retail business is not just potentially viable, it’s often preferable. 

Whether you’re looking to turn your hobby into a side hustle or launch a full-time eCommerce enterprise, platforms like Etsy, Shopify, and Amazon make it easier than ever to get started.

 But while the tools may be powerful, success still depends on careful planning and consistent effort.

Here’s a step-by-step guide to launching your own online retail establishment using some of the most popular platforms available.

1. Choose the Right Platform for Your Product

Each eCommerce platform comes with its own strengths:

Etsy is ideal for handmade, vintage or craft supply items. It caters to buyers looking for unique and creative goods.

Shopify offers a fully customisable eCommerce storefront. Best for those wanting full brand control and scalability.

Amazon gives you access to a massive customer base but comes with high competition and strict seller guidelines.

Tip: Many sellers start on Etsy or Amazon to test the market, then expand to Shopify as their brand grows.

2. Research and Define Your Niche

Even the most user-friendly platform won’t help if you don’t know who you're selling to. Ask yourself:

What problems does your product solve?

Who is your ideal customer?

What are your competitors doing—and how can you do it better?

Use tools like Google Trends, Answer the Public, and each platform’s own search bar to find out what people are searching for.

3. Set Up Your Store

Here's what you need, regardless of platform:

Business Name: Choose something memorable, relevant, and available as a domain.

Logo & Branding: Consistent visuals help build trust.

Product Listings: Use clear photos, compelling descriptions, and relevant keywords.

Pricing Strategy: Consider your costs, competitors, and value proposition.

Platform-Specific Tips:

Etsy: Use all 13 tags and make use of Etsy SEO best practices.

Shopify: Invest in a clean theme and consider useful apps for shipping, upselling, etc.

Amazon: Understand FBA (Fulfilled by Amazon) vs FBM (Fulfilled by Merchant).

4. Sort Out the Logistics

Payment Processors: Stripe, PayPal, or built-in options depending on your platform.

Shipping & Fulfilment: Will you ship yourself or use a fulfilment service?

Taxes & Legalities: Register as a sole trader or limited company and understand your VAT obligations.

In the UK, you’ll need to register with HMRC. Depending on your turnover, you may need to charge VAT. Keep accurate records from day one.

5. Drive Traffic to Your Store

No matter how good your product is, people need to know about it. Here are a few ways to build traffic:

Social Media: Instagram, Pinterest and TikTok are especially good for product-based businesses.

Email Marketing: Build a mailing list and reward sign-ups with discounts.

Search Engine Optimisation (SEO): Optimise product titles and pages with keywords.

Ads: Consider paid advertising on Google, Meta (Facebook/Instagram), or within the platform (Etsy Ads, Amazon Sponsored Products).

6. Provide Stellar Customer Service

Good reviews lead to more sales. Offer excellent customer service, respond to messages promptly, and go the extra mile with packaging and personalisation.

7. Analyse and Improve

Use analytics tools (Google Analytics, Shopify Reports, Amazon Seller Central) to monitor:

Best-selling products

Customer demographics

Conversion rates

Use this data to adjust your pricing, marketing strategy and product offerings.

Points to ponder

Starting an online retail business is a journey that blends creativity, strategy and perseverance. With the right platform and mindset, anyone can tap into the global marketplace and build a successful eCommerce brand. Whether you choose Etsy for its artistic flair, Shopify for its flexibility, or Amazon for its scale, the key is to stay consistent, learn as you go, and always keep your customer at the heart of your business.

Want to Learn More?

Check out our guides on branding your online shop, UK tax tips for sole traders, and using social media to grow your customer base—all right here on That’s Business.

Amazon: A Surprising Ally for Local Businesses

In the age of e-commerce giants, it might seem counterintuitive to argue that buying from Amazon can benefit local businesses. However, beneath the surface, there are compelling reasons to believe that Amazon plays a crucial role in supporting local economies. 

This blog post aims to explore how purchasing through Amazon can have positive ripple effects on local businesses, fostering growth and sustainability in communities.

Platform for Local Sellers:

Amazon provides a vast marketplace for small and local businesses to showcase their products to a global audience. Through programs like Amazon Marketplace, local entrepreneurs can leverage the e-commerce giant's infrastructure, reaching customers far beyond their immediate geographic area. This exposure is invaluable for businesses that might struggle to establish a similar online presence independently.

Global Reach for Local Artisans:

Artisans and craftsmen and craftswomen often face challenges in reaching a broader market due to limited resources and marketing capabilities. Amazon's global platform gives these local creators an opportunity to connect with customers worldwide. By tapping into Amazon's customer base, local artisans can expand their reach, receive international orders, and ultimately grow their businesses.

Fulfillment by Amazon (FBA) Programme:

One of the distinctive features of Amazon is its Fulfillment by Amazon (FBA) programme. This service allows sellers, including local businesses, to store their products in Amazon's fulfillment centres. Amazon handles the packing, shipping, and customer service, streamlining the logistics process for small businesses. This not only saves local businesses time and resources but also enhances their efficiency in meeting customer demands.

Local Retailers Embracing Amazon:

Contrary to the belief that Amazon is a threat to brick-and-mortar stores, many local retailers have adapted to the changing landscape by partnering with Amazon. Small businesses are increasingly using Amazon as a complementary channel to their physical stores. This symbiotic relationship allows local businesses to tap into the growing online market without losing their local customer base.

Job Creation and Economic Impact:

Amazon's growth is accompanied by the creation of jobs in various sectors. The company invests in local communities by establishing fulfillment centres, distribution hubs, and offices. The influx of employment opportunities stimulates local economies, fostering economic development and contributing to the overall well-being of communities.

While the debate around the impact of e-commerce giants on local businesses continues, it is essential to recognize that Amazon, when approached strategically, can be a powerful ally for local entrepreneurs. 

By providing a global platform, offering fulfillment services, and supporting local retailers, Amazon contributes to the growth and sustainability of businesses at the grassroots level. As consumers, we have the power to make conscious choices that support both local and global economies, and understanding the nuanced relationship between Amazon and local businesses is a crucial step in that direction.

(Image courtesy of Bastian Riccardi from Pixabay)

New Amazon sellers’ fees could lead to the e-commerce giant’s breakup, claims ParcelHero

Amazon is reportedly introducing new fees for sellers who try to bypass its own logistics services, just as America’s Federal Trade Commission prepares its antitrust lawsuit. Amazon has reportedly failed in a ‘last rites’ meeting to stop legal action. ParcelHero says the timing of Amazon’s new fees could fuel the breakup of the West’s biggest online platform.

Just as America’s Federal Trade Commission plans to launch a major antitrust lawsuit against Amazon, the giant online seller has announced a new fee for those Prime traders who don’t use its logistics services.  

Starting in October, US Seller Fulfilled Prime users who opt out of Amazon’s delivery and warehousing services must pay Amazon a 2% cut of every sale, or a minimum of $0.25 per item, according to the global news organisation AP. 

The news comes just as it’s reported Amazon’s representatives have failed to persuade America’s Federal Trade Commission (FTC) that it's not misused its size to engage in anti-competitive behaviour. The new fee might help pave the way for the FTC to file its antitrust lawsuit in an American federal court.

UK-USA delivery specialist ParcelHero says the FTC’s Chair, Lina Khan, has previously criticised the actions of several large tech companies, particularly Amazon. 

The addition of new fees for Prime sellers attempting to avoid using Amazon’s logistics services will do nothing to mollify the FTC. If the Commission were to win its case, that could result in the breakup of the online giant.

ParcelHero’s Head of Consumer Research, David Jinks M.I.L.T., says: ‘Amazon reportedly met this week with the three FTC Commissioners in what is commonly known in the US as a “last rites” meeting, which generally precedes the launch of a full-scale lawsuit.

‘The Commission is believed to have been investigating Amazon since 2021, looking into evidence of anti-competitive practices. These potentially include allegedly launching copy-cat white label products and allegedly giving undue prominence to sellers using its Logistics by Amazon service.

‘If the Commission wins its case, US experts say it could lead to the breakup of Amazon’s $1.3bn business.

"America’s FTC operates in a similar way to the UK’s Competition and Market’s Authority (CMA).  The FTA upholds US anti-trust laws prohibiting practices that could have a negative impact on free markets and create entry barriers. Common examples of such behaviour may include price-fixing, corporate mergers that are anti-competitive and artificial pricing that helps maintain a monopoly.

"Don’t think that the breakup of Amazon couldn’t happen. Back in the 1990s, an FTC investigation into Microsoft eventually led to a US Department of Justice trial. In 2000, the world’s then-biggest software company was found guilty of constituting a monopoly of the PC market and stifling competitors.

"The US Government ruled that the company should be divided into two separate entities. One would be responsible for Windows and the other for all of Microsoft’s other software.  The long-term impact of that case has been continued attempts by legislators to break up those big tech companies seen as having too much power. Some US politicians say they want to see Amazon broken up into a web sales platform and a separate company running the Amazon Web System (AWS).

"Could we see a similar result to the Microsoft case in Amazon’s prosecution? It’s certainly possible. The complaint is likely to focus on issues around Amazon Prime, allegedly blocking lower prices on competing websites, and potentially forcing sellers into using Amazon’s logistics and advertising services.

"Returning to that 2000 Microsoft anti-trust judgement, ultimately Microsoft managed to avoid being broken up, after an appeal. However, it was forced to reveal details of its software coding to competitors, to make it easier for PC manufacturers to use non-Microsoft software.

"How might Amazon fare in a similar case? In fact, the FTC has had little luck in its other recent attempts to sue big tech companies. This summer, for example, it was pursuing various legal challenges against Microsoft to stop its $68.7bn acquisition of “Call of Duty” maker Activision Blizzard. However, it has now lost or dropped all these cases.

"Amazon did seem worried, however, about the FTC’s investigation into its private label brands. It has hastily dropped 27 of its 30 in-house clothing brands, seemingly in anticipation of legal action. However, its latest move in introducing new fees for Prime sellers who choose not to use its logistics services perhaps indicates it’s now feeling more confident about the outcome of any case.

"However, the smart money is still on Amazon winning its battle against the FTC. However, the Commission has deposed around 30 Amazon executives, thought to include Executive Chairman Jeff Bezos and Chief Executive Officer Andy Jassy, and has collected a considerable amount of internal emails and other evidence. The outcome is certainly not a done deal.

"US retail and trade practices can differ surprisingly from those of the UK, especially as there are many state laws that may seem to contradict its federal legislation. ParcelHero’s USA page gives full details on Customs advice, sending food, prohibited items, etc."

The US is ParcelHero’s biggest individual overseas market. For expert advice on UK-US shipping, including help for sellers and exporters, see: https://www.parcelhero.com/en-gb/international-courier-services/usa-parcel-delivery