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My Amazon Guy

Amazon Brand Registry Tools

Supercharge Your Success Beyond Brand Protection

Imagine your brand as a diamond in the rough. Amazon Brand Registry is the polishing cloth, revealing its brilliance and attracting customers like moths to a flame.

You can start selling without a brand registry, but Amazon Brand Registry offers invaluable tools and resources for brand development and management. Safeguard your intellectual property with automation and support, and gain a competitive edge with enhanced customer trust and brand loyalty. 

Although not mandatory, being a brand-registered seller is a strategic move to strengthen your brand’s presence and ensure long-term success on Amazon’s bustling marketplace. And here are the tools that can help make that happen.

0:37 Brand Benefit Eligibility

1:04 Enroll in Amazon Brand Registry

2:51 Sponsor Brands

5:15 Education

6:21 Brand Dashboard

8:08 Amazon Attribution

8:55 Manage Experiments

9:15 Brand Experiment

10:26 Amazon Live

10:47 Amazon Posts

12:15 Virtual Bundles

Amazon Brand Registry Tools For Protection: Transparency

Overview of Transparency

  • Serialization service to proactively prevent counterfeits.
  • Unique codes for each unit; helps identify counterfeits from listing to shipment.
  • Enables supply chain defect identification and customer engagement.

Key Features and Benefits

  • Protects against counterfeit products on Amazon.
  • Global protection, even in markets where you don’t actively sell.
  • Version protection for different product variants.
  • Enables customer engagement and feedback.

Why Sellers Need It

  • Poor product reviews, tarnished reputation, and loss of customer trust.
  • Additional costs and effort for brand defense.
  • Listing protection from this Amazon Brand Registry tool prevents counterfeit products from being listed.
  • FBA and merchant fulfilled orders are scanned before reaching customers.
  • Consumers can scan codes with the Transparency app to authenticate products.
  • Brands can share additional content with customers via the Transparency app.
  • Allows for brand storytelling and customer feedback.

How It Works

  • Enroll and add products to the system.
  • Apply transparency codes to each unit.
    • Each unit gets a unique code; not sequential.
    • Applied as labels or incorporated into product packaging.
    • Provides product-specific information when scanned by customers. 
    • Amazon scans each unit before shipment to customers.

Want to know more about Amazon’s Transparency Program? Read our blog post Protect Your Brand With Amazon Transparency Program.

Amazon Brand Registry Tools For Protection: Project Zero

Opening the marketplace to international sellers, particularly from China, led to an influx of counterfeit sales and hijackers.

As one of the Amazon Brand Registry tools, Project Zero empowers sellers to remove counterfeit listings and protect their brand.

Joining Amazon Project Zero

To join, sellers can visit Amazon's Project Zero website and join the waitlist. Once accepted, sellers must read the rules and guidelines to ensure responsible use of the tool.

Self-Service Counterfeit Removal Tool

Sellers can use the tool to remove counterfeit offers or entire ASINs from their listings. It requires sellers to select the relevant trademark and provide an order ID if a test buy was conducted.

Benefits of Using Amazon Project Zero

Free to use and provides automated enforcement. Removes counterfeit listings and hijackers, protecting sellers' revenue and brand reputation.

Maintaining Access to Project Zero

Sellers must maintain a high accuracy in their counterfeit removal submissions to retain access to the Amazon Brand Registry tool. Amazon is vigilant in ensuring the responsible use of the tool to keep the marketplace free from hijackers.

Amazon Brand Registry Tools For Protection: Counterfeit Crimes Unit

Amazon Brand Registry Counterfeiter

Collaboration with Law Enforcement

  • The Amazon Brand Registry tool is a collaborative effort between Amazon and law enforcement agencies, such as HSI Atlanta Sheriff’s Department, to execute search warrants and bring justice to counterfeiters.
  • Law enforcement plays a crucial role in dismantling the syndicates that support counterfeiters.

Executing a Search Warrant

  • During a search warrant operation, the team ensures safety by being aware of potential risks, such as the presence of firearms registered to the target.

Experience and Expertise

  • Members of the Counterfeit Crimes Unit have backgrounds in law enforcement, which helps them navigate and identify crucial information for law enforcement partners.
  • Their experience allows them to effectively refer bad actors to law enforcement for further action.

Rewarding Results

  • The unit’s efforts, combined with Amazon’s six months of hard work, result in rewarding outcomes in combating counterfeiting.
  • Seeing the impact of their work firsthand is motivating and reinforces their commitment to the cause.

Addressing a Global Issue

  • Counterfeiting is a global problem that extends beyond law enforcement or Amazon alone.
  • It often involves collaboration with other criminal activities, such as human trafficking, identity fraud, and money laundering.

Looking for in-depth Amazon Brand Registry eligibility guide, read our post How Amazon Brand Registry Can Help You Succeed On The Marketplace.

Amazon Brand Registry Tools For Customer Connection: A+ Content

Core Features of A+ Content

  • Upload detailed product images, additional text placements, and product-comparison charts to provide comprehensive product descriptions.
  • Create and reuse content to tell the brand’s story and build brand awareness on product detail pages.
  • No coding experience needed to use this Amazon Brand Registry tool, and it can answer customer questions, inspire purchases, and drive traffic to a brand’s Store.

Types of A+ Content

  • A+ Brand Story Content helps customers learn about a brand’s history, values, and product lines.
  • Basic A+ Content provides detailed product information, including images, text layouts, comparison charts, and feature lists.
  • Premium A+ Content includes all features of Basic A+ Content, plus larger images, interactive modules, and a navigation carousel.

Using A+ Content

  • A+ Content can help customers engage with a brand and its products.
  • After setup, brands can use brand-specific advertising tools to drive customer traffic.
  • Recommendations on the A+ Content Manager page can help identify high-traffic ASINs for A+ Content or improvement efforts.

Amazon Brand Registry Tools For Customer Connection: Sponsored Brands

Overview of Sponsored Brands
  • Sponsored Brands is a solution to build your brand on Amazon and reach shoppers considering which products to buy.
  • It connects you directly with shoppers looking for products similar to yours.

Ads appear above, alongside, and below search results, and within product detail pages.

Campaign Objectives

Increase brand awareness, consideration, and inspire shoppers to visit your page and make a purchase.

Ad Components and Control
  • Ads include brand logo, headline, and a collection of products.

You have control over messaging, creatives, and bids with this Amazon Brand Registry tool.

Cost and Model
  • Uses a cost per click model, meaning you pay only when shoppers click your ads.
  • Choose how much to bid per click and control overall campaign spending.
Getting Started
  • Define Your Campaign Goal: Focus on metrics like product detail page views, impressions, or new-to-brand metrics.
  • Create a Campaign: Sign in to your advertising console, click ‘Create campaign,’ and choose Sponsored Brands.
  • Choose Campaign Settings: Name your campaign, set start and end dates (recommended to have no end date), and set your budget.
  • Select an Ad Format: Choose from Product Collection, Store Spotlight, or Video ad formats.
  • Choose Your Products: Select at least three products to advertise, focusing on the same category or products with similar keywords.
  • Set Up Your Ad Creative: Customize your ad with brand name, headline, and images of your brand or products.
  • Choose Your Targeting Tactic: Choose between keyword and product targeting to refine your audience.
  • Add Negative Targeting: Prevent ads from appearing on specific shopping results or detail pages that don’t meet your goals.
  • Define Your Bidding: Choose your cost per click bid based on the maximum amount you’re willing to pay.

Amazon Brand Registry Tools For Customer Connection: Amazon Stores


  • Amazon Stores provide an immersive place to introduce audiences to your brand, mission, and products.
  • Showcase your brand and products in a multipage, immersive shopping experience.

Key Features

  • Get discovered by shoppers with your own branded URL on Amazon.
  • Customize this Amazon Brand Registry tool with predesigned templates and drag-and-drop tiles, no coding required.
  • Measure success with metrics like sales, visits, page views, and traffic sources.

Building Your Store

  • Get Started: Create pages for your products using templates and features.
  • Customize: WAdd videos, text, and images to showcase your products.
  • Submit for Review: Your Store will typically be reviewed within 24 hours.

Shoppable Images

  • Shoppable images in your Store help customers see products in context, engage with details, and add items directly to their carts.

Amazon Brand Registry Tools For Customer Connection: Vine

Amazon Vine Overview

  • Amazon Vine invites trusted reviewers, known as Vine Voices, to post opinions about new products.
  • Vine helps customers make informed purchase decisions by providing honest reviews.

Why Sellers Should Participate

  • Provides free units of products for Vine Voices to review.
  • Builds product awareness and boosts sales, especially for slow-moving ASINs.
  • Helps customers make informed decisions about new products.

Enrollment Process

  • Go to Brand Benefit Eligibility to access Vine and other brand-exclusive benefits.
  • Once enrolled, Vine Voices can request your products for review.
  • You will be charged a $200 enrollment fee per parent ASIN after the first Vine review is published.
  • No fee if the enrolled product does not receive any reviews within 90 days.

Monitoring and Criteria

  • Amazon monitors Vine Voices’ active participation and contribution to the program.
  • Only the best reviewers remain in this Amazon Brand Registry Tool.

Eligibility Criteria for Enrolled Items

  • Brand registered in Amazon Brand Registry.
  • Fewer than 30 reviews on the product detail page.
  • Buyable FBA offer in “New” condition.
  • Not an adult product, digital item, or heavy/bulky item.
  • Already launched at the time of enrollment.
  • Available inventory, image, and description.

Exclusions from Amazon Vine

  • Products that require bundling multiple products for delivery or review.
  • Products that require reviewers to separately order another product for review.

Amazon Brand Registry Tools For Customer Connection: Customer Engagement


  • Engage directly with Amazon customers to build loyal relationships and increase product visibility.
  • Supports new product announcements, 7-day deal details, and gift event guides, with more options to be added in the future.

Campaign Setup

  • Select a shopping event theme to update the visual style of the email.
  • Choose a primary product to feature in the email campaign, including promotional details if eligible.
  • Select a supporting image that adheres to Amazon’s product image requirements.
  • Optionally, select up to four supporting products to add to your campaign.
  • Schedule your campaign to start sending within a 5-day period.

Email Campaign Configuration

  • Select a subject line and section header for the email.
  • Upload your brand logo and choose a header style.
  • Name your campaign for reference when reviewing performance.

Including Promotional Details

  • Promotions must be of type “7-day Deal” and run for at least the duration of the email campaign.
  • The promotion must have started before or on the selected campaign start date.
  • Wait 24 hours after creating a promotion before adding it to an MYCE campaign.

Scheduling and Sending a Campaign

  • Select the date for your campaign to start sending to customers.
  • Your campaign will be sent over a 5-day window starting on the selected date.
  • Grey dates are un-selectable, green dates are selectable without overlap, and yellow dates may overlap with another campaign.

Campaign Approvals

  • Campaigns for this Amazon Brand Registry tool are reviewed by Amazon’s moderation team, with a minimum 72-hour review period for image assets.
  • If a campaign is rejected during moderation, its status will change to suspended, requiring a new campaign that meets content requirements.

Amazon Brand Registry Tools For Customer Connection: Video Shopping

This Amazon Brand Registry tool helps customers understand product features and see the product in action.

Provides information that images or descriptions can’t portray, earning customer trust.

Go to Seller Central and type “manage my videos” in the search field to add videos.

Video Types

  • Product Overview: Provides an overview of a product’s features and physical traits, demonstrating real-life use cases.
  • Unboxing: Shows a product being unpacked, helping customers see its size and contents.
  • Product Operation/How-to: Demonstrates how to use a product or perform a task.
  • Setup: Provides a step-by-step guide for setting up or assembling a product.
  • Troubleshooting: Explains how to fix common issues with a product.
  • Brand Story: Provides an overview of a brand’s vision, mission, values, or journey.
  • Other: For videos that do not fit into the above categories.

Video Approval and Display

  • Videos are typically reviewed in less than a day but may take up to seven business days or more during peak periods.
  • If your video hasn’t appeared on your product detail page after two days, check the number of images present and prioritize your video if there are more than six images.

External Links in Videos

  • Videos cannot contain any web links, URLs, or calls to action that direct customers away from the product detail page.

Amazon Brand Registry Tools For Customer Connection: Amazon Live

  • Amazon Live is a platform for real-time brand interaction, allowing creators to inspire, inform, and entertain viewers while earning commissions on sales.
  • Creators can talk about up to 40 products per stream, with a product carousel next to the video for viewers to purchase immediately.
  • Commission levels are the same as the Amazon Associates Program.
  • Sign Up for the Amazon Influencer Program: This program allows you to create an Amazon Storefront.
  • Download the Amazon Live Creator App: Currently available for iOS devices.
  • Set Up Your Live Stream: Use the app to schedule your stream, select products to feature, and create engaging content.
  • Use the Amazon Live Creator app to stream directly from your phone or use an external source for higher quality.
  • Pre-film footage to overlay during your stream, especially useful for demonstrations or closeups of products.
  • View performance data in the app, including earnings, unmuted views, video views, and engagement metrics.
  • Reports show high-level performance over the last 30 days as well as stream-specific data.
  • Managed Service with Amazon Hosts: Brands can integrate into Amazon’s curated live shows, featuring themed content and authentic demonstrations to educate shoppers about products.
  • Amazon Influencers: Brands can sponsor influencer livestreams using the Amazon Live Creator app, leveraging the influence of top creators.
  • Brands (Self-Service): Brands can stream directly from their iOS device to Amazon using the Amazon Live Creator app, maintaining control over their content.
  • Live shopping has been successful in Asia for years and is gaining popularity globally.
  • Investing in this Amazon Brand Registry tool now can help you hone your skills and be ahead of the curve when it becomes mainstream.
  • The format could open up new opportunities, such as hosting live streams for brands from home.

Amazon Brand Registry Tools For Customer Connection: Subscribe & Save

Program Overview

  • Subscribe & Save simplifies repeat purchases for customers.
  • Customers subscribe to products and receive discounts, with the option to adjust, skip, or cancel at any time.
  • Brands benefit from recurring sales and customer loyalty using this Amazon Brand Registry tool.

Managing Enrollment

  • Sellers can check product enrollment in the ‘Subscribe & Save’ section under ‘Explore Programs’ in Seller Central.
  • Sellers can request enrollment for eligible products through Seller Support.
  • Sellers can remove products from Subscribe & Save or opt out of future enrollments.

Offer Management

  • Sellers can set discounts for subscription orders, with options for 5% or 10%.
  • Amazon adds an additional 5% discount on orders of five or more units.
  • Sellers can change discounts for existing and new subscriptions.

Tools for Optimization

  • Increase Subscribe & Save Funding: Recommends products for a 10% seller-funded discount based on estimated sales lift.
  • Performance Dashboard: Displays top-line metrics and revenue projections for current subscriptions.
  • FBA Reports: Subscribe & Save Forecasting provides an eight-week sales projection, while Subscribe & Save Performance offers a four-week snapshot of shipped units.

Amazon Brand Registry Tools For Customer Connection: Virtual Bundles


  • Allows brand owners to create bundles of two to five complementary ASINs.
  • Bundles are purchased together from a single detail page.
  • No need to package items together or change FBA inbound inventory.


  • ASINs must belong to a brand registered in Brand Registry.
  • ASINs must have active FBA inventory in ‘New’ condition.
  • Cannot include gift cards, electronically delivered products, or renewed/used ASINs.
  • Product bundles can be created only in the US Amazon store.

Number of ASINs

  • Bundles must contain two to five ASINs.
  • Each component ASIN must be buyable on its own.


  • Bundles can be priced lower than or equal to the sum total of individual product prices.
  • Successful bundles typically offer attractive discounts.

Main Component

  • Sellers can choose any ASIN in the bundle as its main component.
  • Determines search and browse categorization of the bundle.
  • Bundle ASIN inherits search keywords from its main component ASIN.


  • Desktop detail page of the main component may show the ‘Make it a bundle’ widget.
  • Widget displays up to six bundles sharing the same main component ASIN.

Editing a Bundle

  • Editable attributes of this Amazon Brand Registry tool include title, description, bullet points, price, and images.
  • Products, main component, and bundle SKU cannot be edited once saved.
  • Delete the bundle and recreate it to make changes to these attributes.

Reviews and Ratings

  • Bundle ASINs have separate reviews and ratings from component ASINs.

Amazon Brand Registry Tools For Data & Strategy: Amazon Brand Analytics


Brands enrolled in Amazon Brand Registry gain access to additional selling benefits, including the Brand Analytics tool in Seller Central.

This report provides insights into customer search activity across the Amazon store.

Accessing Report

Select “Brands” in the main menu, then click “Brand Analytics,” or locate the Brand Analytics card under “All Brand Benefits.”

Features and Functionality

The Top Search Terms report lists keywords customers have used to find and purchase products on Amazon.

This Amazon Brand Registry tool helps brands suggest updates to keywords on their product detail pages and identify purchasing trends and advertising opportunities.

Using the Report

Access the Top Search Terms report in Brand Analytics.

The report lists keywords in order of search frequency, along with top-clicked brands, categories, and products associated with each keyword.


Click Share: Number of times customers click the product on search results pages divided by the number of times customers clicked any product.

Conversion Share: Number of times customers purchase the product after using a keyword divided by the number of times customers purchased any product.


Use filters to narrow the report by top-clicked products, brands, categories, or specific keywords.

Customize columns to add or remove metrics from the report.

Amazon Brand Registry Tools For Data & Strategy: Amazon Attribution

Amazon Attribution Insights

  • Amazon Attribution provides key insights into how marketing campaigns outside of Amazon drive traffic to product pages and stores, creating value for brands.
  • These insights can help build more effective marketing strategies and campaigns, ensuring they produce the right outcomes.

Metrics and Reports

  • View metrics like detail page views, add to carts, and purchases to understand shopper engagement.
  • Download reports (campaign, channel publisher, keyword or creative, product) as Excel files in Report Center to track performance and make improvements.

Brand and Product Discovery

  • Consider where you’re driving your audience (store, product page) and how they engage with your brand with this Amazon Brand Registry tool..
  • Determine which creative elements (video, imagery, text) attract the most clicks and product engagement.

Maximizing Customer Engagement

  • Leverage insights from detailed product reports, especially during events or deal promotions.
  • Measure your campaign’s brand Halo impact to gauge the effect of deals on shopping cart additions.

Amazon Brand Registry Tools For Data & Strategy: Brand Referral Bonus

  • Sellers can earn Brand Referral Bonuses by driving purchases of their brand’s products using non-Amazon advertising.
  • These bonuses are provided as credits that offset referral fees for future sales, reducing referral fees for promoted products by 50% on average.
  • Enroll in the Amazon Brand Registry tool, then use the Amazon Attribution tool in the Amazon Ads console to select products and create tags for your non-Amazon advertising.
  • Apply tags to your non-Amazon advertising using a campaign manager, for both paid and unpaid advertising.
  • Earn a bonus each time a customer clicks an ad you’ve applied a tag to, travels to the Amazon store, and purchases a product within your brand associated with a tag.
  • Track, assess, and optimize the impact of your non-Amazon advertising using Amazon Attribution reports.
  • Brand Referral Bonuses are provided as credits and are used to offset referral fees in one or more transactions until the bonus is exhausted.
  • View bonuses in transaction details for customer order payments and download a report summarizing your bonus information.

Amazon Brand Registry Tools For Data & Strategy: Manage Experiments

Manage Your Experiments compare two versions of content to see which performs better. This Amazon Brand Registry tool helps you learn how to build better content that appeals to your customers and boosts sales.

What Makes a Good Experiment?

  • Versions A and B should be very different from each other.
  • For A+ content, try different modules or orders of modules. For product titles, shorten the length significantly.
  • Duration of the experiment is 10 weeks to collect ample data.
  • The more different the content, the more meaningful the results.

Setting Up an Experiment

  • Start an Experiment: Select the experiment type from the Manage Your Experiments main screen.
  • Select an Eligible ASIN: Choose a Reference ASIN, which is the primary product for the experiment.
  • Autopublish (Beta): Optionally, enable this feature for Amazon to publish the winning content if it’s at least 66% better.

Experiment Details

  • Experiment Name: Name your experiment for easy identification.
  • Hypothesis: State the question you expect to evaluate with your experimental content.
  • Experiment Duration: Recommended 8-10 weeks for more confident results.

Select Experimental Content

  • For product titles, enter proposed titles. For A+ Content, select approved content for Version A and create or select different content for Version B. For images, upload a compliant image.

Cathy Barouch

Brand Director

Cathy Barouch brings a wealth of experience to her role as Brand Director at My Amazon Guy. With a background in ecommerce and brand management, Cathy has a proven track record of success in driving growth and visibility for brands on Amazon.

Prior to joining My Amazon Guy, Cathy served in key leadership roles, including as the Founder of Mystigrey, where she honed her skills in brand development and management. Before that, Cathy was the CEO & Co-Founder at Caterina Jewelry, where she led the company to success with her strategic vision and innovative approach.

Cathy’s expertise extends beyond ecommerce, as she is also a member of MJSA: Professional Excellence in Jewelry Making and Design, showcasing her commitment to excellence and continuous learning in the field.

John Lane

Brand Director

I bring a strong background in ecommerce operations management to My Amazon Guy. Previously, I served as the Operations Manager at Velex Corp. dba Gorilla Gym (later Gym1), where I oversaw our supply chain operations from China to the U.S. and Canada. I managed order fulfillment and led a dedicated customer service team. Additionally, I was responsible for managing our Amazon seller accounts in the U.S. and Canada, ensuring smooth operations and customer satisfaction.

Outside of my role at My Amazon Guy, I also dedicate time to coaching football at Boston College High School during the fall, where I bring my leadership and team-building skills to the field.

Benjamin Loya

Brand Director

As a Brand Manager at My Amazon Guy, I specialize in enhancing clients’ sales and visibility on the Amazon platform. Leveraging my expertise in Amazon Seller Central, social media strategies, and adept problem-solving skills, I oversee a portfolio of accounts and projects. My role encompasses the strategic planning, meticulous execution, and continuous optimization of product listings, advertising initiatives, and brand stores.

Prior to My Amazon Guy, I served as the IT Director at Proeduco del Bajio, a prominent education firm in Mexico. During my tenure, I spearheaded the organization’s digital transformation, introducing innovative solutions such as network infrastructure enhancements and system implementations to enhance the quality and efficiency of our educational services. Collaborating closely with cross-functional teams and stakeholders, I ensured alignment of IT strategies with overarching business goals and objectives.

Jeffrey Lenz

Brand Director

Jeffrey is a seasoned e-commerce expert with over 10 years of experience in helping brands succeed on Amazon. As a Brand Director at My Amazon Guy, he leverages his data-driven approach and deep understanding of online marketplaces to develop and execute winning omnichannel strategies for our clients.

Jeffrey brings a wealth of knowledge in:

  • Brand Growth on Amazon: He has a proven track record of launching and growing brands on Amazon, utilizing his expertise in 1P and 3P operations.
  • Data-Driven Strategy Development: Jeffrey leverages data insights to craft effective channel strategies that optimize product visibility and sales for My Amazon Guy’s clients.
  • Omnichannel Expertise: He understands the importance of a cohesive omnichannel approach and develops strategies that reach customers across various touchpoints.
  • Compliance Focus: Jeffrey ensures adherence to Amazon’s ever-evolving policies and regulations, safeguarding the success of My Amazon Guy’s clients.

With his dedication to brand success and his strong grasp of the Amazon marketplace, Jeffrey is a valuable asset to My Amazon Guy, helping our clients flourish and achieve their Amazon sales goals.

Tony Chung

Brand Director

Tony is a results-oriented growth expert with a proven track record of generating leads, boosting revenue, and optimizing team performance for e-commerce businesses. He brings a data-driven approach to his role as Brand Director at My Amazon Guy, leveraging his expertise in digital marketing, sales, and operational efficiency.

Tony excels at:

  • Driving Customer Acquisition: He develops and executes comprehensive digital advertising and marketing strategies across all channels to generate qualified leads for My Amazon Guy.
  • Maximizing Sales Growth: Tony utilizes data analysis, forecasting, and KPI tracking to optimize sales strategies and drive top-line revenue for My Amazon Guy’s clients on Amazon.
  • Optimizing Team Efficiency: He fosters a high-performing team environment through project management, process improvement, and a coaching leadership style.
  • Data-Driven Decision Making: Tony leverages data analytics to build comprehensive performance trackers, measuring everything from brand growth to internal team performance, ensuring data-driven decision making across My Amazon Guy.

With his focus on results and his deep understanding of e-commerce, Tony plays a critical role in helping My Amazon Guy’s clients achieve their Amazon sales goals.

Jan Pao Montecillo

Director of Client-Success and Website Orders

Meet Jan Paolo Montecillo, our gaming virtuoso turned office hero! From pen-and-paper quests to tactical turn-based triumphs. He doesn’t just play games; he masters them, cracking their systems like a puzzle mastermind. But it doesn’t stop in the virtual realm! Jan’s game-changing work ethic and knack for system analysis have elevated our operations to epic levels. With a killer work ethic and his gaming superpowers,

Throughout his career, Jan Paolo has consistently demonstrated a strong ability to:

  • Lead and motivate teams: He has a proven track record of fostering high-performing teams and driving results.
  • Develop and implement operational strategies: Jan Paolo possesses a keen understanding of operational excellence and a talent for designing and implementing effective strategies.
  • Build strong client relationships: He is known for his client-centric approach and his commitment to exceeding client expectations.

Interests: Gaming

Noah Wickham

Brand Director

Noah Wickham started in eCommerce a decade ago, reselling on eBay and gradually expanding his knowledge base. Since then, he has worked with a variety of clients over several years, focusing on growth strategies, technology initiatives, product procurement, brand building, and SEO improvements. His expertise covers many areas of eCommerce, with a particular focus on Amazon, Walmart, and Shopify. Noah defines himself as a growth-centric leader and a client success advocate. Outside of work, he enjoys cooking, video games, reading, and chess. Most Saturday nights, you can find him trying a new restaurant or exploring a different venue in his city.

A man wearing a hooded sweatshirt.

Shane Keyes

Brand Director

Shane is an Amazon marketing specialist at My Amazon Guy and attended Temple University’s Fox School of Business to pursue a degree in Marketing. 

A self-starter, Shane mastered Amazon’s intricacies through hands-on experience and rigorous self-guided research. Specializing in listing optimization and growth strategies, he excels at boosting BSR through Click-Through Rate (CTR) and Search Engine Optimization (SEO) best practices to drive your brand’s success on Amazon. Shane’s rise at My Amazon Guy underscores his leadership ability and unwavering commitment to achieving a brand’s top priorities.

Beyond work, Shane’s passion lies in Philadelphia sports, with a history of participating in team sports like baseball and rugby.

A woman wearing glasses and a t-shirt who excels in account management.

Faith Denniston

Brand Director

I’m Faith, an Amazon marketing specialist obsessed with SEO, PPC, CTR, and the alchemy of conversions. With a data-driven approach, I help brands conquer the Amazon marketplace, turning clicks into customers.

When I’m not optimizing listings, you’ll find me in virtual worlds, exploring Final Fantasy XIV and diving into manga. I’m also a paranormal enthusiast, chasing ghostly tales in my spare time. Join me on this journey of digital dominance and otherworldly adventures!

A woman in glasses is posing for a photo for Amazon.

Roxanne Villanueva


Over 13 years of experience in the Business Process Outsourcing Industry Specializing in Customer Success and Sales for Telco, Tech, Finance and Ecommerce for both Start Up and Fortune 500 companies. 

An Inspirational Leader who loves to be where the action is, enjoys Creating Innovative Solutions to Complex Problems, Developing her People and Driving Engagement.

Interests: Traveling, Music and Spending time with Family


Kevin Sanderson

Vice President of Marketing

Kevin Sanderson is the Vice President of Marketing for My Amazon Guy. He graduated from Texas Tech University and has a wide range of experiencew including previously having worked for two Fortune 500 companies and a rapidly growing insurance agency. Kevin has been selling on Amazon since 2015 and is also the founder of Maximizing Ecommerce, a company that hosts popular virtual learning events like the Convert More Clicks Summit and the PPC Mastery Summit. He joined the team at My Amazon Guy after Maximizing Ecommerce by My Amazon Guy and lives in Florida with his beautiful wife and two children.

A young man wearing glasses and a checkered shirt expertly managing seller central on an online marketplace.

Thomas Fitzgibbons


Thomas graduated from the University of Missouri – St. Louis (UMSL), receiving a Bachelor’s degree in Business Administration – Marketing and a Certification in Digital Marketing. He started his marketing career in the B2B industry, helping companies focus their internal marketing efforts on Website SEO, Website Content, Digital Advertising, and effective Email Marketing Campaigns. 


In 2020, Thomas shifted his career to eCommerce. As a self-starter, he learned the ins and outs of Amazon, Seller Central, and Shopify to help brands and sellers succeed in the digital world. Previously, he worked for an Amazon Marketing Agency as an Account Manager, assisting brands in growing and thriving on Amazon through his management. At MAG, Thomas serves as an Account Director, overseeing an extensive portfolio of 40 brands and managing a successful team of Brand Managers. Thomas provides leadership to his team and execution on high-level strategy for the brands in his portfolio. 

In his free time, Thomas enjoys golf, soccer, music, and taking his dog on hikes around the St. Louis area.

Kristen Lasch

Kristen Lasch


Kristen started her professional work on Amazon in 2018 as a professional seller and project-based Account Manager. She has ample knowledge of both Seller Central and Vendor Central. With a degree in Art & Design, Kristen has a passion for problem-solving and thinking outside the box. She loves to help grow accounts by unraveling underlying issues, organizing catalogs, and providing creative branding ideas. With an extensive background in customer experience, she is able to really dive into the mind of a customer regarding listing optimizations and how to market products appropriately. In her free time, Kristen enjoys spending time with her family and working on growing their own private label account.

I was fortunate to be part of MAG's first batch of its Advertising Internship Program. The timing was perfect for me as I was looking for an opportunity to learn more about Amazon PPC and at the same time to have hands-on training to work on accounts.  


When I started my internship, I listed down the things I wanted to learn. And I am happy to say that I've ticked all the boxes! My most favorite was "Optimization Using Bulk Files”. Bulk files and I, we did not get along at first, it was so scary seeing all those data! But I had a great mentor who guided me along the way. He patiently taught me step by step on how to process the data. He was very enthusiastic in answering all of my questions. He supported me until I gained the confidence in uploading my first, second, third (and so on) bulk uploads. 


The biggest advantage in working with MAG (and I must say one thing that I always look forward to every week) is its Weekly Ads Training. Every week, we discuss various topics about PPC. Interns/Ads Specialists/Ads Managers, we all share knowledge, information, and updates about PPC. During our discussions, we exchange ideas and feedback. It became an avenue not just to learn a skill, but also to clear any vague or ambiguous PPC topics. 


For me, the biggest disadvantage is the work schedule. As an Intern, I have to follow EST timing. The time difference from my location was only 8 hours, but being a morning person, I really struggled to keep myself awake. But if you are a night owl, then this will not be a problem for you.


So if you are considering joining the MAG Advertising Internship Program, my advice to you is to take action - APPLY NOW! The knowledge that you will gain and the skill that you will develop from this program will be invaluable. And who knows? From being an Intern, you might be the next one to be promoted as Jr. Ads Specialist! 

Maria Victoria Piedad

A man with a beard smiling in front of a marketplace.

Steven Bruning


Steven has over eight years of experience in Information Technology and specializes in conceptualizing and implementing data-driven solutions.Steven started his Amazon career in 2019, breaking onto the scene by developing retail arbitrage software tools and gaining an in-depth knowledge of the Amazon Seller Central platform and account management. Outside of work, Steven enjoys DJing, learning and teaching others about personal finance, spreadsheets, and most of all, spending time with his wife playing board games and walking local trails. Steven was a long-distance runner for many years, having run over 1,000 miles and completed a marathon and several half-marathons.
A bald man from My Amazon Guy, smiling in front of rocks.

Jason Mastromatteo

VP of Brand Management

Jason Mastromatteo started his professional Amazon career in 2014 breaking into the Amazon scene selling by means of RA and private labeling. He eventually took his Amazon knowledge and started consulting for other businesses, distributors, and retailers. Jason’s experience and extensive seller central & vendor central knowledge have helped him consistently manage and grow sales through his team at MAG. Jason has interests in music, videography, skateboarding, and is a competitive Magic the Gathering player.

Dustin Fenton

VP of Finance

Dustin Fenton is the VP of Finance at My Amazon Guy. He began his eCommerce career in 2013, graduated with a Bachelors of Science with a Minor in Business Administration in 2018, and began his career at My Amazon Guy in the Fall of 2019. Dustin is a seasoned veteran at My Amazon Guy who has risen through the ranks:
  • Started as an Amazon Specialist
  • Grew to a Successful Brand Manager
  • Became a successful Account Director and through Leadership Grew Others into the Role
  • Promoted to VP of Operations
  • Now Serves as VP of Finance – and Assists the Company in all Areas of Operations
He directs:
  • AR
  • AP
  • Cash Flow
  • Tax Management
  • Employee Benefits Enrollment
  • Budgeting
  • Bookkeeping
  • Strategic Management of Financial Operations
  • M&A
  • Transfer Pricing Agreements
  • Operational Matters in Relation to the Financial Health and Solvency of MAG
In his free time, Dustin enjoys:
  • Traveling
  • Hiking
  • Extreme Weather Chasing
  • Learning and eCommerce Management
  • Retail arbitrage 
  • Spending time with friends and family
A man smiling in a blue circle, representing a marketplace seller central management.

Francisco Valadez


A graduate of Monterrey Tech (ITESM) in Mexico with a Bachelor’s in International Business, Francisco Valadez has spent most of his career as an entrepreneur involved in retail, wholesale, and private label projects. He has led companies from humble beginnings to successful acquisitions. Francisco got his start in eCommerce as part of a shoe company that sells through brick-and-mortar retail, department stores, and its own website. Most recently, Francisco fell down the Amazon rabbit hole while helping a company set up their own Amazon business. From that day on, Francisco has been 100% focused on Amazon retail. He has ample experience in Seller Central, and has proven his understanding of successful strategies to grow a brand’s online retail presence. Outside of work, Francisco loves sports, cooking, reading, listening to vinyl records, and most of all, spending time with his wife and daughters. He coaches in both English and Spanish, and leads the Hispanic team in our agency
A woman in glasses is smiling in a circle while managing her seller central account on a marketplace.

Kristen Dixon


Meet Kristen Dixon, a seasoned Amazon e-commerce expert with nearly 8 years of experience. Kristen is not just a master of the online marketplace; she’s a passionate advocate for helping clients and employees reach their full potential. Her journey in e-commerce isn’t just about transactions; it’s about building relationships, both professionally and personally.

What truly sets Kristen apart is her innate desire to see others succeed. Her clients trust her not just for her e-commerce expertise but for her ability to guide them towards their own success stories. As a mentor to her employees, she nurtures their talents and encourages them to reach new heights. Kristen is not just dedicated to her craft but is equally committed to fostering growth in those she interacts with.

Kristen leads a fulfilling life as a mother of two children and a proud owner of a lively Goldendoodle. Family is her anchor and her “why.” The love she pours into her work is mirrored in her home life. She proudly leads a multifaceted life, where her love for family, sports, and a deep passion for helping others intersect in harmony. Kristen is a true example of how one person can make a lasting impact, both in the digital realm and in the lives of those she touches.

A man with a beard and sunglasses, working as an "Amazon guy", involved in marketing management for Amazon.

Nick Nido


Holding a masters degree in electronic engineering from MIT with a bachelors in business management, Nick has 15+ years experience in ecommerce business and technology operations. Nick has gained a significant amount of his Amazon experience while launching his own store on Amazon with it being so successful it was later acquired by an conglomerate 3 years later.  

An bearded man marketing on the Amazon Marketplace.

Steven Pope


Steven founded My Amazon Guy to help clients grow faster on Amazon. After serving on the corporate side as a marketing manager and eCommerce director for nearly a decade, Steven started teaching businesses how to leverage the largest eCommerce platform and logistics network in the world. The Grand Master of Amazon knowledge, Steven is a thought leader with more than 1500+ videos of free content where he gives away all his trade secrets away. Steven oversees marketing and sales. Mr. Pope is an eagle scout, has an MBA from Western Governor’s University, and a BS from Weber State University. Read what My Amazon Guy employees say it’s like to work for Steven.