No Owner
Nobody Senior Owns Amazon
Ads, listings, and ops are spread across a generalist, an agency, and a freelancer — and no one is accountable for the channel P&L as a whole.
Fractional Amazon Manager
A Fractional Amazon Manager
A Fractional Amazon Manager
Who Owns Your Amazon P&L.
Not a freelancer executing tickets. Not an agency running plays. A named senior operator — Michael Keeling — who runs your Amazon channel day to day and carries the number: strategy, advertising, listings, inventory, operations, and profit. Start with Michael from $5K/month, or add a senior team behind him as you scale.
11+ yrs
Across the Amazon ecosystem — as a seller, an Amazon employee, and a brand-side Head of Amazon
3.54%
Average TACoS delivered for Athlean-X over 11 months — 87% of sales organic
+48%
Revenue increase for Sunmed in the first 30 days
4
Clients maximum — your account is never one of twenty
What is a fractional Amazon manager?
A fractional Amazon manager is a senior operator who owns your Amazon channel part-time — running strategy, advertising, listings, inventory, and operations, and carrying accountability for the marketplace P&L — for established consumer brands that need senior Amazon management without hiring a full-time channel leader.
The distinction is ownership. A freelancer executes the tasks you assign. An agency delivers a defined set of services through junior account managers. A fractional Amazon manager sets the priorities, coordinates execution, and is accountable for the outcome — the way a strong in-house manager would be, without the full-time cost, the recruiting risk, or the ramp. Prefer the executive framing? See fractional Head of Amazon. Want the full team behind the leader? See fractional Amazon team.
When You Need One
Signs Your Brand Needs a Fractional Amazon Manager.
If two or three of these are true, Amazon has outgrown whoever is currently holding it together.
Plateau
Growth Has Stalled
Revenue has flattened or TACoS is creeping up, and the fixes your current setup proposes are tactical, not structural.
Agency Fatigue
The Agency Runs Plays, Not the Business
You get reports and activity, but not ownership — and your account is one of 20+ a junior manager is juggling.
Stretched
Your Internal Person Is Underwater
A capable in-house generalist is drowning in Seller Central case work and can't get to strategy, forecasting, or margin.
Too Early to Hire
A Full-Time Hire Isn't Justified Yet
Amazon matters, but not enough to carry a $150K–$300K+ full-time salary — and you can't afford a mis-hire at that level.
Profit Blind
You Track Ad Spend, Not Contribution Margin
Reporting stops at ACoS and revenue. Nobody is managing the channel to profit — the number that actually matters.
Your Fractional Amazon Manager
Meet Michael Keeling.
The person who owns your Amazon P&L should have owned one before. Michael has — from every side of the platform.
Seller
Launched His Own Brand
Started 11 years ago as a third-party Amazon seller, building and launching his own brand — learning the ad structure, the listing game, and the inventory math with his own money on the line. He's sat where you sit.
Ex-Amazon
Inside Amazon's Sponsored Ads Org
Then went inside Amazon itself — in the Sponsored Ads organization, the team behind the PPC system he now runs for brands. Almost no fractional operator has actually worked inside Amazon's ad org. That vantage point is the difference.
Agency & Aggregator
Amplify Goods & Lyra Collective
Managed brands agency-side at Amplify Goods and as an Amazon Strategist / Brand Manager at aggregator Lyra Collective — plus enterprise work with HSAD (LG). Across those roles he's worked with 70+ brands.
Head of Amazon
Owned the P&L at Triquetra Health
Then brand-side as Head of Amazon at Triquetra Health, where he managed over $70M in Amazon revenue on more than $1M a month in ad spend — owning the entire channel P&L, from ad strategy to inventory pacing to creative direction. This is the exact role a fractional Amazon manager fills, done full-time first.
Seller, Amazon insider, agency and aggregator operator, brand-side Head of Amazon — 11 years and 70+ brands, in one senior operator. When Michael manages your channel, you get judgment built from every side of the platform, not a template. Read more on the about page.
What a Fractional Amazon Manager Owns
Accountable for Every Lever on Your Amazon P&L.
Not a task list handed to juniors — a single senior owner accountable for the whole channel, with a senior team executing behind him when you need it.
P&L
Profit, Margin & Forecasting
Sales, contribution margin, and forecasting owned end to end — the number that matters is profit, not top-line revenue or ad spend.
Advertising
PPC Strategy & Oversight
Full advertising strategy across Sponsored Products, Brands, Display, and DSP — built around TACoS, not vanity ACoS.
Operations
Seller / Vendor Central
Day-to-day marketplace operations, account health, case work, and the platform curveballs that eat an internal manager's week.
Listings
SEO, A+ & Conversion
Keyword-rich listings, A+ Content, and conversion-rate work — the half of SEO that turns rank into revenue.
Inventory
Planning & FBA Health
Demand forecasting, restock planning, FBA fee audits, and stranded-inventory recovery — where margin leaks silently.
Leadership
Reporting & Team Coordination
Executive reporting, a 90-day plan with financial KPIs, and coordination of any agencies, freelancers, or internal staff on the account.
How It Compares
Fractional Amazon Manager vs. the Alternatives.
Most brands weigh a freelancer, an agency, or a full-time employee. Here's where each fits — and where a fractional Amazon manager wins.
| Option | Owns the P&L? | Seniority | Typical cost |
|---|---|---|---|
| Freelancer (Upwork) | No — executes tasks | Varies widely | $15-$85/hr |
| Agency | Rarely — runs plays | Junior-mid AMs, 15-30 accounts each | $3-12K/mo or % of spend |
| Fractional Amazon manager | Yes — full ownership | Senior operator, embedded, capped roster | $5-25K/mo, no fees |
| Full-time employee | Yes — if you can recruit | Mid-level; may not have owned a P&L | $120-180K+/yr loaded |
Want one senior operator accountable for the whole channel — not a freelancer executing tasks or an agency running plays? That's the fit. For the deeper explainer on the role, cost, and how to evaluate one, read what a fractional Amazon manager is. For the full team behind the manager, see the fractional Amazon team.
How Engagement Works
From First Call to Owned Channel.
No long RFP, no 12-month lock-in. A low-risk on-ramp, then senior ownership.
Step 1
Diagnostic ($2,000, one-time)
A 30-day audit of your account — PPC structure, listings, P&L and contribution margin, inventory health — plus a 90-day roadmap and a team-configuration recommendation. It rolls into Month 1 if you continue.
Step 2
90-Day Plan & Priorities
Michael sets the priorities against your P&L, defines what BGIQ owns versus your team, and locks the KPIs you'll be judged on.
Step 3
Embed & Operate
Michael runs the channel — with a senior team executing behind him if scope calls for it. Weekly cadence, one owner, one report. Month-to-month after the initial 90-day commit.
Two ways to engage. Hire Michael on his own — the Fractional Strategy engagement at $5K/month: strategy sessions, account oversight and direction, and on-demand senior judgment. Or add a senior team behind him — advertising, creative, and operations specialists — when you want execution owned too. You start with the manager; the team is optional.
A note on the numbers. Results cited here (3.54% average TACoS and 87% organic sales for Athlean-X; +48% first-month revenue for Sunmed) are from Brand GrowthIQ's own engagements — see the case study and results. Michael's background — ex-Amazon (Sponsored Ads) and Head of Amazon at Triquetra Health, where he managed over $70M in Amazon revenue — is verifiable on LinkedIn.
Questions
Fractional Amazon Manager FAQ.
What is a fractional Amazon manager?
A fractional Amazon manager is a senior operator who owns your Amazon channel part-time — strategy, advertising, listings, inventory, operations, and P&L — without the cost of a full-time hire. Unlike a freelancer who executes tasks or an agency that runs plays, a fractional Amazon manager takes ownership of priorities and is accountable for results.
How much does a fractional Amazon manager cost?
A fractional Amazon manager typically costs $5,000-$25,000 per month depending on scope — from a solo senior-strategy engagement at $5,000/month to a leader-plus-team engagement at the top of the range. Compare that to a full-time Amazon manager at roughly $120,000-$180,000+ loaded, or a Head of Amazon at $280,000-$340,000. Brand GrowthIQ also offers a $2,000 flat, one-time Diagnostic that rolls into the first retainer month.
Fractional Amazon manager vs. an Amazon agency — what is the difference?
An agency delivers a defined set of tasks, usually through junior account managers who each run 15-30 accounts. A fractional Amazon manager is one named senior operator who owns your channel P&L, sets priorities, and coordinates execution — with a capped roster so you get senior attention. If you need execution hours, an agency can work; if you need a senior owner of the outcome, you need a fractional manager.
Fractional Amazon manager vs. a full-time employee — which should I hire?
A full-time Amazon manager costs $120,000-$180,000+ fully loaded and takes months to recruit and ramp — and a mid-level hire may not have owned a P&L before. A fractional Amazon manager gives you senior, already-ramped ownership from day one at a fraction of the cost, with no headcount risk. Full-time usually wins only once Amazon is large enough to need someone on it 40 hours a week, typically past ~$50M.
When should you hire a fractional Amazon manager?
Hire a fractional Amazon manager when Amazon is a meaningful revenue channel but nobody senior owns it end to end — an internal generalist is stretched thin, an agency is running plays without accountability, or growth has stalled. It is most common for brands doing $5M-$100M that have outgrown an agency but can't yet justify a full-time senior hire.
Fractional Amazon manager vs. fractional Head of Amazon — are they different?
They overlap heavily and, at Brand GrowthIQ, are the same senior person owning your Amazon P&L. "Fractional Amazon manager" emphasizes hands-on ownership of the channel; "fractional Head of Amazon" emphasizes the executive, leadership framing. If you want the executive-tier positioning, see that page.
Go Deeper
The Fractional Amazon Guide Library.
Everything a brand evaluating this role needs — the definition, the cost, the comparisons, and how to vet one.
The Role
What Is a Fractional Amazon Manager?
The role decoded — responsibilities, cost models, when to hire, and how to evaluate one.
Executive TierFractional Head of Amazon
The same ownership, framed at the executive level — for brands that want a Head of Amazon, not a manager.
The TeamFractional Amazon Team
The senior team behind the manager — advertising, creative, and operations, under one owner.
PricingFractional Amazon Cost
The 2026 pricing tiers, what drives the range, and the math against a full-time hire.
CompareFractional Amazon Consultant
Advice vs. ownership — what the consulting model is and when it fits.
ProofClient Results
The Athlean-X turnaround and other outcomes — with the metrics that mattered.
Get Started
Book a Diagnostic.
30 minutes, senior-led — with Michael. We'll pull up your account live, walk through exactly what's holding back your growth, and tell you whether a fractional Amazon manager is the right structure for where you are now.
Free 2-Minute Profit Leak Audit
Take the Audit →
Find where your Amazon profit is leaking
Answer 8 quick questions and get a category-by-category estimate of where your Amazon business is leaving money on the table — and what to do about each leak.
Covers PPC, listings, inventory, and creative
Instant results — no signup, no waiting
Quantified estimate of recoverable margin
Prioritized list of where to focus first
2 minutes. No call required.
Free 30-Minute Diagnostic Call
Book a Diagnostic →
Talk to your prospective Amazon manager
We'll pull up your account live, walk through exactly what's holding back your growth, and show you the specific changes we'd make — with the data to back it up.
Live account audit — we look at your actual data together
Specific ad structure and listing gaps identified
Honest assessment of whether we're the right fit
No pitch deck. No package upsell. Just honest strategy.
$2,000 flat Diagnostic — rolls into month one if we continue.