Adam Mellott, Sr. Search Strategist and Head of Service Delivery at BTR Media, joins the eCommerce Pros Podcast to demystify the evolving world of Amazon video ads—specifically the differences between Connected TV (CTV), Streaming TV (STV), and Online Video (OLV). With brands navigating more video placements than ever, understanding how these formats work—and when to use each—is crucial for maximizing both reach and return.

In this episode, Adam breaks down what sets STV and OLV apart, from creative style to audience behavior. You’ll learn when to lead with an emotional brand story and when to go hard on features and CTAs. Adam also shares performance best practices, from speech timing and video length to optimizing based on KPIs like DPVR (detail page view rate) and PR (purchase rate).

Whether you're launching a brand, retargeting shoppers, or running full-funnel Amazon campaigns, this episode is packed with actionable guidance to help you leverage the right video format at the right moment.

Max Hoffmann, Co-Founder of BidX, joins the eCommerce Pros Podcast to shed light on one of the most underutilized yet powerful tools in the Amazon ads ecosystem: the Amazon Marketing Cloud (AMC). In this episode, Max shares how AMC unlocks insights into the entire customer journey—far beyond last-click attribution—giving brands clarity on what’s actually working across Streaming TV, Sponsored Products, and DSP.

He takes us inside how his team went from bootstrapping Amazon ad automation software in 2018 to supporting global brands with deep data, custom audiences, and precision targeting strategies. You’ll learn when AMC starts making sense (hint: $25K/month in ad spend), how to tap into U-shaped attribution models, and why brands that aren’t using AMC are essentially “leaving money on the table.”

Whether you’re optimizing top-of-funnel video or trying to squeeze more efficiency from your Sponsored Products, this episode gives you a clear look at how Amazon Marketing Cloud can become your secret growth engine.

As the Chief Marketing Officer at Veyl Ventures (www.veyl.com, Megan Brown brings over 15 years of experience growing and reviving CPG brands in the beauty, health and wellness industries. She has worked with countless household brands such as Korres, Wolfgang Puck, Cellucor, Johnson & Johnson, Liquid IV, Scivation, SKINN, Dr. Kellyann, and the list goes on. Megan is passionate about scaling and future proofing brands. By prioritizing an ideal tech stack and team structure prior to investing in paid channels she’s been able to efficiently leverage working media to acquire and maintain customers, transitioning brands into stable LTV models. In this episode, Megan shares practical tips and tactics to set your paid influencer efforts up for success. Discover how to best monetize traffic, capture consumer data for remarketing efforts,  and ultimately how to acquire sales with clear attribution.

Michelle Yeh is an experienced entrepreneur and marketer with an impressive history of working with multiple organic and cruelty free product lines. Most recently, she is the Founder and CEO of Hygiene Hero (https://hygiene-hero.com), a wellness lifestyle brand that offers a premium line of products including soaps, facial masks, and sanitizers.

During the COVID-19 pandemic, Hygiene Hero drove sales of their premium triple-layer masks through Facebook ads. Throughout this process, Michelle encountered some unexpected and unique challenges that caused their ad campaign to be disrupted. Through the process she learned valuable lessons that continue to set her business up for future success.

In this episode, Michelle shares with us her first-hand experience through this process, and valuable advice that can help your brand avoid campaign setbacks in the ever-changing landscape of paid internet advertising.

Over the last several decades, Don Lupo has done marketing and advertising work with countless household name brands including Honda, Sony, Wells Fargo, and Nestle. Today, Don is the Executive Director for ThinkLA (www.thinkla.org), a media, marketing, and advertising collective with a mission to connect, educate, and inspire the Los Angeles marketing community.

Don is passionate about helping brands find their voice and convey it effectively on the right channels to the right audience. While today’s marketing landscape has more powerful tools than ever for reaching and targeting your audience, there are also more distractions. This means that marketers need to be intentional and selective with where they spend their marketing resources, lest they fall prey to “shiny object syndrome”.

In this episode, Dan shares valuable advice for how you can make your brand more profitable by shaping your brand's voice, being selective with their marketing efforts, and thinking like a customer.

Sreenath Reddy is a seasoned entrepreneur and the visionary behind Intentwise, a powerful platform designed to optimize retail media and analytics for Amazon sellers. With a deep understanding of Amazon’s marketing landscape, Sreenath has made it his mission to empower sellers with data-driven insights and tools to enhance their ad strategies, increase conversions, and drive growth. In this episode, Sreenath will delve into the latest developments in Amazon Marketing Cloud (AMC), particularly its new accessibility for all advertisers, and discuss how sellers can leverage AMC to maximize their return on ad spend. He’ll share valuable strategies and insights on what Intentwise can do to help sellers, no matter their level of ad spend, reach new heights with actionable data insights and support.

Shannon Roddy consults businesses to successfully launch, grow and protect their brands on Amazon. He is a business developer at Avenue 7 Media which harnesses the power of Amazon, Social Media, and Digital Advertising to launch your product, build your brand. In this episode, we talk about high level tactics from Amazon SEO, as well as how brands can differentiate themselves through branding on Amazon.

Michelle Kartchner is the Cofounder of Ascendant, a team of consumer product professionals that acquires segment-leading brands, particularly in the Amazon marketplace. In this episode, Michelle and I discuss a brand that she began working with in 2016 called Choose Friendship. When she started, they were doing $60k in annual sales, and today in 2023 they are doing over $4 million because of the work Michelle and her team did. One of the major tactics that contributed to this success was throttling pricing based on available inventory, so that they never ran out of inventory, which gave them a huge advantage in the Amazon marketplace during the supply chain shortages during COVID.

Tim Angel founded ZUGU in 2010, and since then the brand has highest rated iPad cases on Amazon. Tim attributes much of this success to the power of being obsessed with product design, listening carefully to your customers, and most of all focusing on creating the world’s best product in your category.. Too often, sellers stretch themselves too thin, developing multiple different type sof products at once but never creating anything truly incredible. Tim that believes that for sellers today, in order to achieve big success, you have to have at least one phenomenal product instead of many “good” products.  In this episode, Tim shares the story of starting ZUGU cases, the challenges he faced along the way, the lessons he learned and timeless advice that will benefit any seller today.

Kip Parra is an experienced Digital Advertising Director who has had a career in the Spirits and Alcohol industry. He is currently the Associate Brand Manager for Stella Rosa Wines & Spirits, one of the top wine brands in the US. Kip shares timeless wisdom with us regarding how brands can stay relevant for long periods of time, despite the inevitability of constant change. He also shares about the value of not chasing trends, but making them. He uses Coca Cola as a prime example of a brand who has been able to demonstrate this throughout the decades, and gives us valuable tips and tactics for how brands can turn these principles into action. 

Shai Eisenman is the Founder and CEO of Bubble (https://hellobubble.com), a fast-growing skincare company targeted at the Gen Z market. Launched less than a year ago, Bubble products are already on the shelves of over 3800 Walmart stores nationwide.

Shai believes in leveraging the power of influencer marketing to build brand awareness and drive sales. Using a combination of brand ambassadors, TikTokers and celebrity influencers, Bubble continues to gain market share and grow its follower base online.

In this episode, we dive deep into Shai’s insight into influencer marketing and how to truly  listen and learn from your customers.

Myla Hayes is an experienced marketing expert with a passion for helping brands resonate with their audience in an authentic way. Myla believes that brands need to talk less about themselves, and instead speak to the culture of their audience. In this episode, we discuss how brands can elevate their messaging to go beyond themselves, contribute to the cultural conversation, and connect with their customers on a deeper level.

Karen Raghaven has done marketing and brand development work for brands such as Estee Lauder and Bare Essentials. Today, she does brand development for Purissima, a biotech company that creates novel and rare compounds for health and wellness. She also advises many beauty startups on branding, sales, marketing, and international expansion, especially to China. In this episode, we talked about what has changed in the era of digital marketing, and just as importantly, what has NOT changed. Karen has some great perspectives that can help us all navigate the digital marketing landscape today, and I’m excited to share our conversation today.