Most brands searching for an Amazon consultant NYC or an NYC Amazon consultant run into the same two options: a solo advisor who hands you a plan and leaves the execution to you, or a junior-staffed agency spreading attention across 30+ accounts. Brand GrowthIQ is an Amazon marketplace consultant serving New York City brands differently — Michael Keeling, a former Amazon employee and brand-side Head of Amazon, provides fractional Amazon leadership that combines a consultant's judgment with an in-house team's execution. We're based in Jersey City and work with NYC and tri-state brands remotely on Eastern Time — no Manhattan office, just the same weekly cadence and direct access you'd get from a senior in-house hire. We're the right fit for established consumer brands that need senior Amazon ownership, not just another agency pitch.
Reviewed & updated October 2026 · Serving New York City and the tri-state area on Eastern Time. Also see our TikTok Shop consultant page for NYC brands and our Jersey City and New Jersey page.
"Amazon consultant," "Amazon agency," and "fractional Amazon manager" get used interchangeably in NYC, but they're three different engagement models. The label matters less than knowing which one you're actually buying.
A consultant diagnoses the account, benchmarks it against category norms, and delivers a written plan — PPC structure, listing fixes, inventory priorities. Your team, or another vendor, executes it. This is the right fit when you already have capable hands in-house and need senior judgment on what to prioritize next.
An agency executes a defined scope of services — campaign management, listing updates, reporting — usually against a standard process applied across its client roster. This is the right fit when you need steady, scoped execution and don't need the strategic layer managed for you.
A fractional Amazon manager owns the channel outcome end to end — strategy, advertising, listings, operations, and P&L — the way an in-house Head of Amazon would. Michael Keeling runs this personally for Brand GrowthIQ's NYC clients, with a senior team behind him when an account needs more hands. It's consultant-level judgment that doesn't stop at a recommendation.
We run every growth lever — advertising, listings, account ops, and strategy — through a modular tier structure that lets you pick the engagement that fits ($5K–$25K/mo). Compare engagements in detail →
Sponsored Products, Brands, and Display — structured to build organic ranking, not ad dependency. Every dollar justified before we scale it.
Full service details →Keyword-rich titles, bullets, and A+ Content written for Amazon's algorithm and real customers. The foundation everything else builds on.
Full service details →End-to-end ownership of your Amazon business — campaigns, listings, inventory, account health, and reporting.
Full service details →Most brands searching for an Amazon advertising agency in NYC have been sold "more spend" as the answer. It isn't. Here's how we actually run the paid side of your account.
Amazon Ads is a system, not a budget line. We build Amazon PPC — Sponsored Products, Sponsored Brands, and Sponsored Display — around a single goal: growing organic rank so the account gets less dependent on ads over time, not more. Every campaign is structured to earn its place, and every dollar of ad spend is justified against contribution margin before we scale it. That's the difference between an Amazon PPC agency running plays and a senior operator running a P&L.
For NYC brands with the scale to support it, we layer in Amazon DSP — programmatic display and retargeting that reaches shoppers on and off Amazon. Amazon DSP is where a lot of NYC advertising budgets get wasted, because it rewards volume; run with discipline, Amazon DSP compounds the same organic-sales flywheel Sponsored Ads builds. We treat Amazon Ads and DSP as one connected demand engine, measured on incremental sales, not impressions.
The metric we manage to is ACoS and, more importantly, TACoS — total advertising cost of sale across the whole account. Watching ACoS in isolation is how agencies quietly let ad spend drift from 18% to 27% of revenue over a year while sales stay flat and the dashboard looks busy. We manage advertising to profit and organic sales share, and we report the numbers your accountant would recognize. If you want the deeper framework, our Amazon PPC audit and Amazon marketing services guides break it down.
NYC is one of the most brand-dense markets in the country. Beauty, fashion accessories, food & beverage, consumer electronics, and luxury goods — categories where every competitor has a marketing budget and a full agency behind them.
The brands that win on Amazon aren't necessarily spending the most on ads. They're winning because their listings convert better, their organic rank compounds faster, and their TACoS stays lean while competitors burn through margins.
We're a fractional Amazon team built for NYC brands — senior operators on PPC, listings, and account ops, capped at 4 clients — led by a fractional Amazon manager who owns your P&L. Same strategic partnership and weekly reporting cadence as any local partner. Geography doesn't change the output.
No city produces more emerging consumer brands per square mile. The Garment District's fashion houses, the beauty and skincare labs clustered across Manhattan, and the DTC-native brands that launched out of SoHo, Williamsburg, and DUMBO have made New York the deepest consumer-brand pool in the country. Beauty, fashion, food & beverage, and premium CPG dominate the pipeline, and nearly all of those brands run an Amazon channel they're either over-spending on or under-managing.
When an NYC brand crosses $5M in marketplace revenue, the reflex is to hire a "local Amazon agency" — someone in Manhattan or Brooklyn you can meet in person. The problem is that New York is the most agency-saturated Amazon market in the country: every brand we talk to has been pitched three times in the past year. And the pattern is the same at almost all of them — the founding strategist sells the deal, then hands you to a coordinator quietly managing eight to twelve accounts at once.
The relationship becomes weekly dashboard reviews where impressions climb, TACoS quietly drifts from 18% to 27% over a year, and nobody can explain what changed. For NYC brands that already carry higher COGs and tighter contribution margins than the national average, that drift isn't cosmetic — it's the difference between a profitable channel and a break-even one.
The fractional model is the inversion of that. You hire the senior operator directly — fewer hands on the keyboard, the right hands. So when you compare Amazon advertising agencies in NY, or weigh one Amazon agency in New York against another, the question that actually matters isn't location — it's who touches your account. We work with NYC brands on Eastern Time, so urgent issues get same-day attention without anyone working off-hours, the way a senior specialist embedded in your team would. That shared time zone also positions us well for tri-state brands running EU and UK marketplaces, since London is only five hours ahead. If you're a New York brand owner currently paying a local Amazon agency and you haven't spoken to the senior strategist in 90 days, that's exactly the gap we close.
The NYC brands we're best for are typically scaling in Amazon advertising, listing and SEO operations, or full Amazon account management — usually because they've outgrown the in-house hire or the agency that got them to $5M but can't get them past it. For the honest read on whether a fractional team is the right fit, the easiest next step is a paid Diagnostic.
NYC's consumer brand ecosystem is unusually diverse. The categories where our fractional Amazon team consistently delivers the strongest ROI map directly to the city's brand-building strengths.
Premium beauty brands face Amazon's image-driven conversion dynamics on top of strict ingredient claim regulations. Our work here typically combines listing copy refinement, A+ content rebuilds, and creative-led PPC strategy. Beauty is also where Amazon Brand Registry IP enforcement matters most — see Amazon Brand Registry benefits.
F&B brands hit unique challenges: subscription dynamics, FBA vs SFP trade-offs, regulatory labeling, and dimensional weight optimization that materially impacts contribution margin. The Amazon Subscribe & Save flywheel is where most of the profit lives, and it requires deliberate operating discipline most generalist agencies skip.
Fashion on Amazon is variant-heavy. Sizing, color, material — each combination is its own SKU and each needs accurate inventory planning, parent-child relationship structure, and search term mining. The brands that win are the ones treating Amazon as a real channel rather than a clearance outlet.
Supplements and wellness brands carry the highest regulatory risk on Amazon. Listing suppressions, performance health warnings, and IP infringement claims are higher-frequency events here than in any other consumer category. Senior account management is non-optional.
NYC's premium and luxury brands carry higher COGs than national average competitors. That makes margin discipline existential: TACoS optimization, Subscribe & Save adoption, and inventory turn velocity matter more here than in lower-AOV categories where revenue growth can mask margin compression.
NYC is unusually dense with multi-brand portfolio operators — agencies of record, holding companies, and brand collectives. Our fractional model maps to portfolio operations: one senior team, multiple brands under management, shared learnings across the portfolio, and coordinated TikTok-to-Amazon flywheel execution.
Remote operating is the default for senior Amazon work in 2026. The discipline isn't being in the same room; it's being on the same cadence. Our standing rhythm with NYC brands is what makes the engagement feel local even when it isn't:
Monday: 30-minute strategy call. Last week's KPIs, this week's priorities, any decisions waiting on input. Same time slot every week so it becomes background ritual instead of scheduling overhead.
Tuesday-Thursday: Execution. Search term mining, bid management, listing updates, case management. Shared Slack channel for anything that needs faster than weekly turnaround.
Friday: Written weekly report. Numbers, actions taken, anything that requires brand-side input by the following Monday. Same template every week so changes are easy to spot.
Same time zone helps. NYC brands and our team operate on the same hours, so urgent issues get same-day attention without anyone working off-hours. The closest analog isn't "outsourced agency" — it's a senior Amazon specialist embedded in your team who happens to work from a different office.
NYC brands face a specific set of Amazon dynamics that brands in lower-cost markets don't share. Recognizing the pattern matters because it changes what good operating looks like.
NYC overhead — salaries, office space, taxes — flows directly into COGS for in-house teams. That makes the fractional model uniquely well-suited: senior expertise without the full-time NYC compensation load. The math gets meaningfully better as soon as you replace a junior in-house Amazon specialist with a senior fractional operator at comparable cost.
NYC categories are more crowded than national averages. Beauty, fashion, and food & beverage in particular have outsized competitor density on Amazon because so many emerging brands launch from NYC. The implication: PPC efficiency matters more, listing differentiation matters more, and the brands that win usually have senior strategic input rather than tactical execution alone.
NYC has more Amazon agencies pitching than any other US market by a wide margin. The signal: every brand we talk to has been pitched three times in the last year. Most are tired of the same generic deck. The differentiator we lean into is the operating model itself — capped client roster, senior-only operators, and the specific cadence above. (See how to pick an Amazon advertising agency and Amazon agency red flags for the broader vetting framework.)
The combination of premium positioning, higher operating costs, and dense competitive sets compresses contribution margin for NYC brands. That makes Amazon margin discipline existential rather than nice-to-have. TACoS optimization, Subscribe & Save adoption, and inventory turn velocity become primary KPIs, not afterthoughts.
We don't show "up to" numbers or cherry-picked months. Here's the actual data from our current Amazon clients.
Everything you'd want to know before reaching out.
An Amazon consultant diagnoses your account — PPC structure, listings, inventory, and P&L — and delivers a plan for fixing it. Brand GrowthIQ provides that same diagnostic depth and then stays to run it: Michael Keeling and a senior team manage the channel end to end as a fractional Amazon team, so the plan doesn't stall waiting on someone else's execution queue.
No. Brand GrowthIQ is based in Jersey City, New Jersey, and serves New York City and tri-state brands remotely on Eastern Time. There's no Manhattan storefront or office to visit — the work happens over weekly video calls, a shared Slack channel, and direct account access, the same way an in-house hire would operate if they worked from a different office.
Yes, for the engagements he leads. Michael Keeling is the named senior operator behind Brand GrowthIQ — ex-Amazon (Sponsored Ads org) and former Head of Amazon at Triquetra Health, where he managed over $70M in Amazon revenue on more than $1M a month in ad spend. He caps the roster at 4 active clients so NYC brands get direct access to him, not a rotating account coordinator.
A consultant diagnoses your account and advises; you or your team execute the plan. An agency executes a defined scope of services — campaign management, listing updates, reporting — against a standard process. A fractional Amazon manager, which is Brand GrowthIQ's model, owns the channel outcome end to end: strategy, advertising, listings, operations, and P&L, with an execution team behind the lead when the account needs more hands.
Established consumer brands doing roughly $5M–$100M in annual Amazon revenue, typically in beauty, fashion accessories, food & beverage, consumer electronics, and health products — the categories where NYC's brand density is highest. The common thread is a brand that has outgrown DIY management or an agency that got them to $5M but can't get them past it.
Retainers run $5,000–$25,000/month depending on scope — from a solo senior-strategy engagement at $5,000/month up to a full team at $25,000/month. Most engagements start with a $3,000 flat, one-time Diagnostic — a 30-day account audit, P&L review, and 90-day roadmap — which rolls into your first retainer month if you continue.
With a free 30-Minute Fit Call to see if there's a fit, followed by the $3,000 Diagnostic if you want to move forward — a 30-day audit of your PPC structure, listings, inventory, and P&L that ends with a 90-day roadmap and a team-configuration recommendation. The Diagnostic fee rolls into your first month if you continue past it.
Yes. All client work is done remotely, and NYC brands get the same weekly reporting cadence and direct access to the strategist doing the work as any other client. Shared Eastern Time coverage means urgent issues get same-day attention without anyone working off-hours — the closest analog isn't an outsourced agency, it's a senior Amazon specialist embedded in your team who happens to work from a different office.
30 minutes, senior-led. We'll pull up your account live and walk through exactly what's holding back your growth — no pitch deck, no package upsell.
Answer 8 quick questions and get a category-by-category estimate of where your Amazon business is leaving money on the table — plus what to do about each leak.
2 minutes. No call required.
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.
Limited spots available each month.
