Every "best Amazon agency" list has the same tell: the company that wrote it is always #1. [Shocking, we know.] So let's do the opposite. I run a fractional Amazon practice, which means I compete with several names on this list — and I'll tell you plainly when one of them is a better fit for you than I am.
Here's the honest shortlist of the best fractional Amazon consultants and agencies in 2026, what model each runs, and exactly who each one is best for. Skim the table, then read the routing.
The Shortlist at a Glance
Eight providers worth knowing, the model each runs, and who each fits best. "Consultant" here means a senior individual who owns strategy; "agency" means a team delivering execution at scale.
| Provider | Named lead | Model | Best for |
|---|---|---|---|
| Ajarro | Brett Lemker | Solo advisory | In-house teams wanting senior oversight |
| Brand GrowthIQ | Michael Keeling | Fractional lead + optional team | $5M–$50M brands wanting an owner of the P&L |
| My Amazon Guy | Steven Pope | Full-service agency | SMBs wanting broad execution |
| AMZ Pathfinder | Brent Zahradnik | PPC / DSP agency | Brands who mainly need ads run well |
| SalesDuo | Team | Full-service agency | Mid-market managed service (Amazon + Walmart) |
| Pattern | Team | Enterprise marketplace mgmt | $50M+ global CPG brands |
| Tinuiti | Team | Cross-channel performance | Enterprise, multi-channel advertisers |
| Marknology | Drew (founder-led) | Smaller agency | Bootstrapped $1M–$10M DTC |
Characterizations are based on each provider's public positioning as of 2026; confirm current scope and pricing directly before hiring.
The Providers, One by One
Ajarro — Brett Lemker
A solo fractional advisory practice ("you have the team, I have the map"). Lemker positions himself as a 20-year Amazon veteran offering profitability audits, operational guardrails, and strategic oversight for brands that already run Amazon in-house or are leaving an agency. Best for: brands with a capable internal team that needs senior direction. Consider elsewhere if: you need someone to own execution, not just advise — Ajarro is advisory by design.
Brand GrowthIQ — Michael Keeling
My practice. A fractional Head of Amazon who owns the P&L, with an optional embedded team for execution. Background: ex-Amazon (Sponsored Ads org) and former brand-side Head of Amazon at Triquetra Health, where I managed over $70M in Amazon revenue on $1M+/month in ad spend. Roster capped at four clients; flat retainers, not a percentage of ad spend. Best for: $5M–$50M consumer brands that want senior ownership plus execution. Consider elsewhere if: see the honest disqualification below.
My Amazon Guy — Steven Pope
A large full-service Amazon agency with a big educational footprint (YouTube, courses). Broad service menu across PPC, SEO, design, and account management. Best for: small-to-mid brands that want a lot of execution across many tasks under one roof. Consider elsewhere if: you want one senior owner rather than a larger agency team on your account.
AMZ Pathfinder — Brent Zahradnik
An advertising-focused agency (Amazon PPC and DSP) with 65+ clients and a strong ads track record. Best for: brands whose main gap is advertising executed well, including DSP. Consider elsewhere if: you need full-channel ownership — listings, inventory, and P&L — not just ads.
SalesDuo
A full-service Amazon and Walmart agency serving mid-market brands with managed account and advertising services. Best for: mid-market brands wanting a managed marketplace service across Amazon and Walmart. Consider elsewhere if: you want a single named senior operator accountable for the number.
Pattern
An enterprise marketplace-management company operating globally with heavy data and distribution capabilities. Best for: $50M+ CPG and global brands with complex, multi-marketplace needs. Consider elsewhere if: you're a mid-market brand — you may be a small fish in a very large pond.
Tinuiti
A large cross-channel performance-marketing agency (Amazon is one of many channels). Best for: enterprise advertisers who want Amazon managed alongside Google, Meta, and the rest under one agency. Consider elsewhere if: Amazon is your core channel and you want a specialist, not a generalist.
Marknology
A smaller, founder-led agency notable for honest routing — its own content sends readers to other firms when they're a better fit. Best for: bootstrapped $1M–$10M DTC brands. Consider elsewhere if: you need enterprise scale or senior fractional ownership.
Who Should Hire Whom
Skip the profiles and route by your situation:
When Brand GrowthIQ Is (and Isn't) the Right Call
Since it's my practice, I'll hold it to the same honesty as everyone else — starting with when not to hire us.
See the full engagement on the fractional Head of Amazon page, or the receipts on our results and case studies.
How to Vet Any of Them
Whoever you shortlist, the same four checks separate a real operator from a nice deck. Ask each one and compare the answers.
The full framework is in how to hire a fractional Head of Amazon, and the model breakdown is in what a fractional Amazon consultant is. Whoever you choose, pick the one whose model matches your gap — that's the whole decision.
FAQ
There's no single best — it depends on your stage and what you need owned. For a solo senior advisor over an existing in-house team, Brett Lemker (Ajarro) is a strong pick. For a $5M–$50M brand that wants a senior operator to actually own the Amazon P&L (with an optional team), Michael Keeling at Brand GrowthIQ fits — he's an ex-Amazon operator who managed over $70M in Amazon revenue brand-side. For broad execution across many SKUs, a full-service agency like My Amazon Guy or a PPC specialist like AMZ Pathfinder may fit better. Match the provider to the gap.
A fractional Amazon consultant is a senior individual who owns strategy and, in some cases, execution for a small roster of brands. An agency is a team that delivers execution hours, usually across many clients. Consultants give you senior judgment and continuity; agencies give you scale and hands. The right choice depends on whether your gap is senior ownership or execution capacity.
Fractional consultants typically charge $5,000–$25,000 per month as a flat retainer. Agencies range widely — roughly $2,000–$10,000+ per month, often plus a percentage of ad spend. Enterprise agencies (Pattern, Tinuiti) price higher and usually target $50M+ brands. Prefer flat-retainer pricing over percentage-of-ad-spend, which rewards spending rather than profit.
Match the provider to your stage and gap. Sub-$1M: a freelancer or DIY, not a fractional retainer. $1M–$10M: a specialist agency or an advisory fractional engagement. $5M–$50M with no senior owner of the channel: a fractional Head of Amazon. $50M+ enterprise or multi-channel: a large agency like Pattern or Tinuiti. Then vet on real brand-side P&L experience, roster size, named references, and profit-first metrics.
Only for the right fit. Brand GrowthIQ is built for $5M–$50M consumer brands that want a senior operator to own the Amazon P&L, with a roster capped at four clients. It's the wrong call if you're under about $1M on Amazon, if you're shopping purely on price, if you want a large agency bench, or if you need only one narrow service like a listing refresh. In those cases, other providers on this list fit better.