At Expo West, Brands Excel founder and CEO Matt Snyder discussed with Sreenath Reddy of Intentwise how his agency helps retail brands unlock their potential on Amazon. Brand Excel is a full-service Amazon agency that specializes in working with brands not born on the platform, many from traditional retail. Matt emphasized that success on Amazon begins with strong operational foundations, not just clever marketing. Challenges like inventory forecasting and staying in stock quickly become major hurdles as brands grow, so Brand Excel positions itself as an operational partner first, enabling brands to fully capitalize on Amazon’s media and growth opportunities once the fundamentals are in place.
Reflecting on his first time at Expo West, Matt highlighted the event’s unique blend of scale and intimacy. Despite its size, he described it as a close-knit community where mission-driven brands—especially those focused on healthy eating and community values—come together and build long-term relationships. For Matt, the most rewarding part is forging true partnerships rather than transactional relationships, working with brands that share aligned values and a long-term vision. He noted that the pace of change in the Amazon ecosystem is incredibly fast, with meaningful shifts happening month to month. Partnerships with companies like Intentwise, combined with richer Amazon data feeds and AI, are transforming how agencies like his support brands, especially in areas like inventory forecasting and planning. This makes teams more efficient and strategic, helping brands better anticipate demand and avoid stockouts as they scale.
When asked for advice for brands seeking growth, Matt pointed to the increasingly critical role of social and influencer-driven strategies. He shared the example of a well-known salt company that saw its Amazon performance amplified by a strong push into social media. The takeaway, he said, is that brands need to find their unique voice and strategy not just on Amazon, but across channels like TikTok Shops and other social platforms, creating a flywheel effect that boosts performance everywhere. Matt closed the conversation with gratitude for the opportunity to share his experience and optimism about how thoughtful operations, smart use of data and AI, and authentic partnerships can fuel sustainable growth for brands navigating today’s rapidly evolving e-commerce landscape.
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