Guides on Amazon, AI, content and the rules around them.
What we've learned running Amazon accounts, building AI tools and making content for global brands, written up so your team can use it. White papers, how we work and the stories behind the projects.
AI shopping assistants like Alexa for Shopping are changing which brands get found.
Amazon's assistant now sits in the search bar and answers with a few picks. What that means for brands, and what to change in your listings now.
Everything we have published.
HFSS advertising rules in 2026, and what food brands can still do.
What's banned on TV and online since 5th Jan 2026, what's still open and how food and drink brands are adapting their media and creative.
Brand value, not compliance, is the biggest AI risk.
What our impact assessments found when real content carried a made with AI label, the rules now in force and six steps to use AI without hurting the brand.
How we score Amazon images before shoppers ever see them.
The five measures behind our neural marketing framework, what each one tests and how we use them to fix Amazon images before they go live.
Amazon review moderation, and how to protect your star rating.
Why four stars matters, how we find reviews that break Amazon's guidelines and the six step process we run for clients.
Creator seeding that gets posts, not just parcels.
The nine stages, vetting checks and two tiers we use for creator seeding and gifting, plus the changes that lift the post rate.
The making of Mapping Glastonbury for the V&A.
How we turned the V&A's Glastonbury archive into five 3D maps that run in the browser, from the first brief to launch.
Amazon A+ content that sells, and what we changed for Feliway.
How we plan A+ content and the image stack above it, from search research to testing, with the changes that doubled Feliway's monthly sales.
From one shoot to every listing, planning an ecommerce product shoot.
The shot matrix, location, casting and product tests behind a five day shoot that gave Hoover films and 120+ images for every listing.
UGC that works on Amazon and social, from brief to final cut.
How we brief, cast and cut UGC for TikTok, Reels and Amazon, with rights agreed first and versions for organic and paid.
Freak in the trade press.
Interviews, features and the stories other people have written about our work.
- LBB
Brand value, not compliance, is the biggest AI risk
Stuart Willison on why the top line is the blind spot when brands adopt AI.
- LBB
The intersection of technology, programming and design with James Davies
Our lead designer on typography, tools and where generative AI fits.
- V&A Blog
The making of the Mapping Glastonbury interactive
Our own account, for the V&A, of building five 3D maps of the festival in the browser.
- Creative Boom
V&A to host three-day Glastonbury Weekender
The launch of Mapping Glastonbury, the V&A's interactive map of the festival created by Freak.
About the Resource Centre.
What is the Freak Resource Centre?
It's where Freak publishes what we learn from client work. White papers on Amazon and AI, guides to the rules brands advertise under and the stories behind projects like Mapping Glastonbury for the V&A.
Who writes the guides?
The people who do the work. Stuart Willison, our co-founder and CEO, writes most of the white papers, and the rest come from our Amazon, production, creator and AI teams.
Can we use these guides with our own team?
Yes, please share them. If you want the thinking applied to your own category or account, get in touch and we'll walk your team through it.
Where can I read about Freak in the press?
The press section above links to our interviews and features in LBB, the V&A blog and Creative Boom. Our company profile is on LBB too.
Want this thinking on your brand?
Tell us what you're working on and we'll share what we've seen work.