I spent eleven years inside Amazon Ads, now independent. I work with a small number of brands to cut DSP waste, reach truly-new customers, and measure what is actually working with AMC. These strategies have been influenced by and pressure-tested in my work with some of the most sophisticated advertisers in the Amazon ecosystem and beyond.
A deliberately small roster of category-leading brands. A handful of clients at a time, so every account gets senior attention from start to finish.
I spent eleven years inside Amazon Ads working on DSP and AMC before going independent at the start of the year. That means the person auditing your account, executing the AMC queries, and sitting on your calls is the same person, every time.
I take on a small number of brands so each one gets real attention and deep analysis rather than a junior team and a dashboard.
My focus is straightforward: find the waste, reach customers you are not already reaching, and use AMC to prove which part of the program is actually doing the work. No execution agency in the middle, no media kickbacks, no incentive to spend more for its own sake.
Between engagements I am constantly developing bespoke analysis tools for inventory quality scoring, frequency analysis, and anything else that fills the gap in Amazon's default measurement and campaign recommendation suite.
My framework built around a simple idea: before adding more spend, it is worth understanding where the current spend is going and who it is actually reaching.
A short conversation is usually enough to spot whether there is meaningful waste worth recovering.
Full program design and hands-on management, from account structure and inventory strategy to frequency controls and creative rotation. Built for real growth rather than attribution theater.
Tailored AMC analysis: frequency bucketing, path-to-purchase, and new-to-brand reporting, plus audience building across AMC and its newly free paid data sets. The measurement layer that tells you which part of the program is genuinely working.
A detailed, placement-level review of an existing program: inventory quality, frequency, audience structure, and AMC opportunities, delivered as a prioritized action list you can act on right away.
An independent second set of expert eyes for in-house teams and agencies. I review structure, inventory, frequency, and measurement and hand back written recommendations, without replacing the team already doing the work.
Most engagements run on the same simple arc: find the waste, build around real demand, then prove it. Detailed case studies, with real performance data, are on the way as current programs mature.
Working notes from inside live DSP and AMC programs. Plain reads on what is working and where the waste tends to hide.
Amazon has made all of AMC's paid data sets free through the end of the year. I have spent the last week pulling reports off them for clients, and it has been a blast. Here is where I would point a brand first.
This is scratching the surface. I expect to find more use cases for these reports as the year goes on.
Read more on LinkedIn →A tool I built for my own work, shared openly. No login, no email wall.
Score the placements your program is buying against a practitioner's quality rubric. Built to surface the low-quality supply that inflates reach without driving real behavior.
Open the auditor →I'll be honest: I was never a top salesperson at Amazon. I resisted pitching things I didn't think would work, which is not how you climb a sales leaderboard. Where I stood out was understanding the business and taking client feedback seriously when I built the strategy. I had some of the sharpest minds in digital marketing checking my homework, so I learned to iterate toward a shared goal instead of defending my own idea. That is the skill I have carried into this practice and continue to refine.
If your DSP program feels like a black box, or you just want a second opinion on where the budget is going, send a note. I read every message myself.