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My Amazon Guy

Keep Your SellerCentral Account Healthy

Is your SellerCentral account thriving or just surviving?

Discover the missing pieces to success.

Are you looking to optimize your Amazon SellerCentral account for maximum visibility and sales growth? Understanding and mastering the catalog menu is essential. 

This comprehensive guide will walk you through actionable strategies and tips that our Amazon Agency experts follow  to leverage the catalog menu effectively, ensuring your products stand out and your business thrives.

00:10 Performance Tab on Seller Central Console

00:25 Account Health (Policy Compliance & Shipping Performance)

01:16 Customer Experience Metrics (Reviews and Brand Analytics

02:15 Feedback Menu (Feedback Manager – Seller Feedback)

03:30 A to Z Guarantee Claims (customer-initiated claims, appeal decisions)

04:28 Chargeback Claims

04:59 Performance Notifications (same issues with account health)

05:35 Voice of the Customer (health in individual SKUs)

Achieving a Healthy SellerCentral Account

Understanding Guidelines and Targets

  • The Account Health Dashboard in Seller Central provides an overview of your account’s adherence to performance targets and policies.
  • Guidelines and targets are crucial for selling on Amazon.
  • Regularly monitoring account performance using this dashboard is key to maintaining a healthy account.
  • Our Amazon Agency specialists check out clients’ accounts o a weekly basis to help keep them healthy.

Amazon Performance Review

  • Amazon reviews the performance of all SellerCentral accounts regularly.
  • Sellers are notified if they are off-target.
  • The review process aims to give sellers the opportunity to improve before it affects their ability to sell.
  • Seller accounts can be deactivated if they do not comply with required performance rates.

Reinstatement Process

  • If your selling account is deactivated, you may be eligible for reinstatement.
  • To appeal for reinstatement, provide Amazon with a plan of action to correct issues. Our Amazon Agency has the expertise and experience to help reinstate accounts.
  • Guidelines for appealing the restriction or removal of selling privileges are provided by Amazon.

Healthy SellerCentral Account: Customer Service Performance

Order Defect Rate (ODR) 

  • ODR is a measure of your ability to provide a good customer experience.
  • Calculated as all orders with a defect (negative feedback, A-to-z Guarantee claim not denied, or credit card chargeback) as a percentage of total orders during a given 60-day period.
  • ODR reflects the quality of customer experience provided by sellers.
  • Maintaining a low ODR is crucial for continued selling privileges on Amazon.

An order has a defect if it results in negative feedback, an A-to-z Guarantee claim that is not denied, or a credit card chargeback.

  • Negative Feedback
  • A to Z Guarantee Claims
  • Chargeback Claims
  • Sellers are required to maintain an ODR under 1% to sell on Amazon.
  • An ODR above 1% may result in account deactivation.

Invoice Defect Rate (IDR)

  • IDR is calculated as all orders from Amazon SellerCentral Business customers for which an invoice was not uploaded within one business day after shipment, as a percentage of total orders from Amazon Business customers.
  • IDR reflects the ability of sellers to meet Amazon Business customers’ expectations regarding invoices.
  • Maintaining a low IDR is crucial for continued selling privileges on Amazon.
  • Sellers can activate the VAT Calculation service to let Amazon issue invoices on their behalf at no cost (recommended).
  • Alternatively, invoices can be uploaded automatically via a third-party solution provider or manually via the Manage Orders page.
  • Sellers exempt from VAT registration in both the EU and the UK can let Amazon issue receipts on their behalf at no cost, by declaring their VAT exemption.
  • Sellers are required to maintain an IDR under 5% to sell on Amazon.
  • An IDR above 5% may result in account deactivation.
SellerCentral Account Health Negative Feedback

Healthy SellerCentral Account: Policy Compliance

Amazon’s selling policies and seller code of conduct are in place to help you sell more effectively and earn customer trust, so it’s important to be familiar with them.

Manage Your Compliance Dashboard

Accessing the Dashboard

  • Open the top menu by selecting the button with three horizontal lines in the top left corner of the SellerCentral home page.
  • Under “Performance,” select “Account Health.”
  • Scroll to the bottom of the page to find the “Manage Compliance” card and navigate to the dashboard.

Dashboard Overview

  • View products requiring documentation, including ASINs, SKUs, required documents, and submission deadlines.
  • Monitor the approval status of submitted documents.

Submitting Documents

  • Select the “Add Appeal Compliance” button to upload required documents.
  • Drag and drop files or browse your hard drive to select files.
  • Ensure files are less than 25 megabytes and in a supported format.

Appealing Requests

  • If you believe a request was made in error, select “Appeal Request” and provide a reason.
  • Explain your reason for appeal in the additional comments field.
  • Select “Submit” after providing all necessary documents and information.

Monitoring Status

  • Check the status of compliance submissions or appeal requests from the dashboard.
  • Select an item to view an overview of its current status.

Account Health Rating

  • AHR indicates the risk of account deactivation due to non-compliance with Amazon selling policies.
  • Displayed on the seller’s Account Health page for each worldwide store.
  • AHR is a score from 0 to 1,000, providing near real-time SellerCentral account health status.
  • Points are deducted for policy violations and gained for addressing violations.
  • New sellers start with a score of 200, which reflects account health over the last 180 days.

AHR Status

  • Green (“Healthy”, 200-1,000): Account not at risk of deactivation.
  • Yellow (“At Risk”, 100-199): Account at risk of deactivation.
  • Red (“Unhealthy”, 99 or lower): Account either eligible for deactivation or already deactivated.

Included Policies

  • Amazon Anti-Counterfeiting Policy
  • Amazon Brand Name Policy
  • Amazon Intellectual Property Policy
  • Amazon Marketplace Fair Pricing Policy
  • ASIN Creation Policy
  • Communication Guidelines
  • Customer Product Reviews Policies
  • Product Condition Guidelines
  • Product Detail Page Rules
  • Product Guidelines for Adult Products
SellerCentral Account Health Manage Your Compliance

Healthy SellerCentral Account: Shipping Performance

For Amazon sellers, fast, reliable shipping isn’t just about happy customers; it’s essential for SellerCentral account health. Poor shipping hurts your metrics and can lead to restricted selling privileges. Meeting Amazon’s high standards unlocks benefits like higher search visibility, access to premium shipping options, and reduced risk of suspension.

Late Shipment Rate (LSR)

  • LSR calculates late shipments as a percentage of total orders over 10 or 30 days.
  • It applies only to seller-fulfilled orders.

Importance of Timely Shipments

  • Timely shipment confirmation is crucial for customer satisfaction and order tracking.
  • Late shipments can lead to increased claims, negative feedback, and customer contacts.
  • Adjusting handling time can prevent late shipments.

LSR Policy

  • Sellers must maintain an LSR under 4% to sell on Amazon.
  • An LSR above 4% may result in account deactivation.

On-Time Delivery Rate (OTDR)

  • OTDR calculates shipments delivered by their estimated delivery date as a percentage of total tracked shipments.
  • It applies only to seller-fulfilled orders.
  • Amazon considers OTDR performance when determining eligible Transit Times.
  • Meeting OTDR targets may allow sellers to promise faster delivery times and improve conversion rates.

OTDR Policy

  • Amazon recommends sellers maintain an OTDR greater than 97% for a good customer experience.
  • There is currently no penalty for not meeting this performance target.

Pre-fulfillment Cancel Rate (CR)

  • CR calculates seller-cancelled orders as a percentage of total orders over a 7-day period.
  • It applies only to seller-fulfilled orders.

Scope of CR

  • Includes all order or item cancellations initiated by the seller, except those requested by the customer through their Amazon account.
  • Excludes pending orders or items cancelled by the customer directly on Amazon.

CR Policy

  • Sellers must maintain a CR under 2.5% to sell on Amazon.
  • A CR above 2.5% may result in account deactivation.

Valid Tracking Rate (VTR)

  • VTR measures packages with valid tracking numbers as a percentage of total packages over a 30-day period.

VTR Policy

  • A VTR below 95% in a product category may lead to restrictions on selling non-FBA items within that category.

Exempted Shipments

  • Heavy and bulky items shipped by a carrier not integrated with Amazon.
  • Small and light items with an order value less than $10 (including shipping charges) shipped in USPS Standard Mail or First Class Mail envelopes.
  • International shipments from China with an order value less than $5 (including shipping charges).
  • International shipments from outside the US and China.
  • Digital orders that cannot be physically shipped by a carrier, such as an audiobook.

Healthy SellerCentral Account: Stranded Inventory

Stranded inventory is FBA inventory in Amazon’s fulfillment centers that is not available for sale due to lacking an associated active offer. Various reasons can lead to stranded inventory, such as inventory errors, requirements for Merchant Fulfilled orders, blocked listings, future listing sell dates, and more. Our Amazon Agency specialists proactively deal with these issues for our clients.

Resolution: Reactivating the listing or removing the inventory resolves stranded inventory.

Causes: Deleting or closing a listing, or changing it from Fulfilled by Amazon to Fulfilled by Merchant, can lead to stranded inventory. Other causes include product listing issues, infringement concerns, or system errors.

Resources: Refer to the ‘How to resolve stranded inventory’ table in Resolve stranded inventory issues for a complete list of reasons. For a breakdown of units in stranded status, see the Stranded inventory report.

Precaution: Do not send additional inventory of a stranded ASIN to Amazon, as it will trigger an alert and your shipment will not be processed.

Notification: Amazon notifies you about stranded inventory via email, on the Fix Stranded Inventory page, and under Fix stranded inventory in the Notification section of your Inventory Dashboard.

Updates: If you address the cause for the stranded inventory yourself, allow 24 hours for the updates to reflect in your stranded inventory.

Healthy SellerCentral Account: Pricing

SellerCentral Account Health Price Hidden

Impact Of Pricing On SellerCentral Account Health


Customers compare prices, so competitive pricing is crucial for sales.

Buy Box Eligibility

Pricing affects eligibility for the Buy Box, where most purchases occur.

Customer Trust

Fair prices build trust, while high prices can lead to negative reviews.

Account Metrics

Pricing affects performance metrics, like conversion rates.

Competitor Monitoring

Monitoring and adjusting prices based on competitors is important.

Price Parity

Amazon requires prices on their platform to be equal to or lower than elsewhere.

Common Pricing Errors And Solutions

Price Higher than Maximum Price

Update offer price to be at or below maximum price.

Price Lower than Minimum Price

Update offer price to be at or above minimum price.

Sale Price Lower than Minimum Price

Update sale price to be at or above minimum price.

Sale Price Higher than Maximum Price

Update sale price to be at or below maximum price.

Business Price Lower than Minimum Price

Update business price to be at or above minimum price.

Business Price Higher than Maximum Price

Update business price to be at or below maximum price.

Business Price Higher than Offer Price

Update business price to be at or below offer price.

Maximum Price Lower than Other Prices

Update maximum price to be the highest of all set prices.

Minimum Price Higher than Other Prices

Update minimum price to be the lowest of all set prices.

Minimum Price Higher than Maximum Price

Update minimum price to be equal to or less than maximum price.

Potential Low Pricing Error

Ensure minimum price is not set higher than any other price, including promotional prices.

Potential High Pricing Error

Ensure maximum price is not set lower than any other price, including promotional prices.

Shipping Fee Regulation Error

Ensure shipping fees comply with local laws and regulations, especially for products like books in certain conditions.

Healthy SellerCentral Account: Search Suppressessed and Inactive Listings

Search suppressed listings on Amazon are those that are hidden from search and browse results because they lack complete product information. This includes missing images, category, titles, and price per unit, as well as exceeding character limits for titles. These standards aim to enhance the shopping experience for customers by ensuring they can easily find and evaluate products.

Possible Causes Of Suppression

Child listings on SellerCentral can be suppressed for various reasons, such as missing Department, Size, or Color values for Shoes, incomplete Material, Metal, Gem, and Pearl type specifications for Jewelry, or missing unit count and value for Consumables.

Fixing Suppressed Listings
  • Go to Inventory > Manage All Inventory.
  • Select Suppressed from the horizontal menu.
  • View and fix listings by entering missing values in the editable cells or selecting from drop-down lists.
  • For unfixable listings, click Edit to update product details. For image issues, follow the guidelines and upload valid images.
Suppressed Listings Report Download
  • Go to Inventory > Manage All Inventory.
  • Select Search Suppressed and Inactive Listings.
  • Click Search Suppressed and then Download Suppressed Listings report.

Healthy SellerCentral Account: A-Z Claims

  • Ensures consistent shopping experience.
  • Covers timely delivery and item condition.
  • Resolve issues directly with customers to protect order defect rate.

Before Claim Filing

  • Customers must contact seller first.
  • Exceptions for specific situations.
  • Action required to resolve issues.

After Claim Filing

  • Four possible outcomes.
  • Options for providing refunds or investigating claims.
  • Impact on order defect rate.

Instant Customer Refunds

  • Circumstances where Amazon may grant claim without customer contact.
  • Impact on account health and order defect rate (ODR).

Requesting Refund Reversal

  • Request customer initiate refund reversal in Buyer-Seller Messages.
  • Customer must go to Problem with Order page or contact Amazon customer service.

Appealing a Claim

  • 30-day window to appeal.
  • Provide new information for re-investigation.
  • Decision to reverse initial decision based on appeal.

Healthy SellerCentral Account: Negative Feedback

  • To manage or request removal of feedback, go to Feedback Manager.
  • It’s advisable to work with buyers to resolve negative feedback.
  • Amazon generally does not remove buyer feedback unless it meets specific criteria.

Feedback Removal Criteria

  • Feedback includes obscene or profane language.
  • Feedback contains seller-specific personally identifiable information.
  • The entire feedback comment is a product review rather than seller feedback.

Strike-Through Feedback

  • Entire feedback comment is about Amazon’s fulfillment or customer service for an order fulfilled by Amazon.
  • Entire feedback comment is solely related to delayed or not received packages for orders shipped on time by the seller using Buy Shipping.

Maintain A Healthy SellerCentral Account

Accurate Product Representation

It is the key to improving your Amazon Account Health Rating. This involves providing clear images, descriptions, and relevant information.

Respond to Customers Quickly

Customers value quick responses. Aim to respond to inquiries and complaints within 24 hours or sooner. Ensure your responses are professional and informative.

Reduce Returns, Refunds, and Chargebacks

Strive to reduce these by ensuring customer satisfaction with their purchases.

Ship Products On-Time

Ship within the specified timeframe. Late shipments may result in a lower rating.

Sell Quality Products

Ensure your products are of high quality to boost customer satisfaction.

Understand Amazon’s Policies

Familiarize yourself with Amazon’s policies to ensure compliance and a positive shopping experience.

Account Health News

Stay updated with Amazon’s SellerCentral Account Health Assurance updates to ensure you’re following the latest guidelines for maintaining a healthy account.

Take the next step in optimizing your SellerCentral account health and performance. Avail My Amazon Guy's SOP Library today!

Implement these SOPs to streamline your account health check process and improve your account’s performance on Amazon.

Gain access to expert strategies and best practices used by our Amazon Agency team to effectively manage and optimize seller accounts.

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.