The journal

Field notes.

Short, honest notes on owning your store instead of renting a marketplace. What "free" really costs, how to keep the customers you earn, and the SEO nobody tells makers about.

Found is not owned. Ownership 8 June 2026

What a "free" Amazon Brand Store actually costs you

Amazon will build you a Brand Store for nothing. Here is what "free" quietly leaves out, and why renting the page is not the same as owning the customer.

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The search bar was never yours. SEO 5 June 2026

Leaving Etsy means leaving its search bar: how to not start at zero

On a marketplace, the search bar works for you. The day you open your own store, it does not. Here are the four moves that close the gap.

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New notes land as we build. They are the same thinking we put into every store we design and run.

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