Matfer Bourgeat- with its 200 years of business history, high-end, high-education target audience, and occasional business trips to Paris, is a dream client.

Amazon: a digital pit of ecommerce despair, a knife fight under a highway overpass for the buy box. A race to the bottom, and beyond, across the river Acheron in a creaky punt into Hades, woe and misery.

I don’t know. I’m trying. We’re doing what we can to preserve our rich image aesthetics within clunky A+ Content requirements, tell our story and value-adds (lifetime product warranties, patents, top earned media endorsements) in our copy without falling foul of amazon’s copy best practices, which were obviously designed by a team of marmosets who chewed up a few books on copyright law and then trained an LLM on it. I wish I could say there is some joyful creativity that comes from the constraint. There isn’t. Here goes nothing.