Three in four Amazon sellers use pay-per-click advertising, and among those who do, 51% say it is challenging to manage, according to Jungle Scout’s seller research. That gap between how many people run Amazon ads and how many feel confident doing it is why Amazon PPC experts have such large followings.
This is not a list of agencies. It is a list of individual practitioners who have earned a reputation for teaching, publishing and running Amazon advertising at scale. Some lead agencies or software companies; all of them share what they know publicly.
Use it two ways: as a reading and listening list to sharpen your own skills, and as a benchmark for what genuine expertise looks like when you are evaluating someone to hire.
Why expert-level PPC knowledge pays off
The difference between basic and skilled Amazon advertising shows up in Amazon’s own data. Advertisers who used Sponsored Products saw 34% more sales growth on average four weeks after adoption (Amazon Ads), and advertisers who started using manual targeting for the first time saw an average 74% increase in sales the following month (Amazon Ads).
Meanwhile the auction gets more crowded every year. Amazon’s advertising revenue reached $68.6 billion in 2025, up 22% (Marketplace Pulse). More advertisers chasing the same shoppers means mistakes cost more, and good structure and bidding are worth more.
What makes someone an Amazon PPC expert?
Plenty of people call themselves PPC experts. The ones on this list were chosen because they meet most of these criteria:
- Hands-on account experience: They have managed real budgets, not just taught theory.
- Public, checkable track record: Their companies, clients or results are documented by third parties.
- Consistent education: They publish podcasts, videos, webinars or articles that practitioners actually use.
- Industry recognition: Speaking slots at major events, Amazon recognition or awards.
- Current relevance: Active in 2025 and 2026, not famous for a strategy that stopped working years ago.
Every fact in the profiles below links to a public source. Where a figure is self-reported, we say so.
At a glance: 10 Amazon PPC experts to follow
The 10 Amazon PPC experts worth knowing in 2026
1. Destaney Wishon – BTR Media
Destaney Wishon is co-founder and CEO of BTR Media, a retail advertising agency she launched in Bentonville, Arkansas as BetterAMS. By early 2024 the agency had 28 remote employees, around 60 clients including Garden of Life and Hyperice, and had managed more than half a billion dollars in ad spend, according to Talk Business & Politics.
She began working in Amazon advertising while studying business at the University of Arkansas, and the agency was fully self-funded before taking a seed round, growing around 50% year over year at the time of that report.
She says she was recognized at the 2023 Amazon Partner Awards as a thought leader, and her Helium 10 profile describes how she built her skills managing accounts before today’s tooling existed:
“I learned the ropes the hard way by working hands on with accounts”
— Destaney Wishon, CEO and Co-Founder, BTR Media
Source: Helium 10 author profile
Known for
- Sponsored Brands video, bid management outside Amazon’s console and handling unprofitable long-tail terms, as discussed on the Serious Sellers Podcast
- Diversifying beyond Amazon into Walmart, Instacart and other retail media
Best for learning
Brand teams moving from basic Sponsored Products to a full retail media mix.
2. Elizabeth Greene – Junglr
Elizabeth Greene is co-founder of Junglr, an Amazon PPC management agency she started with her husband after selling on Amazon herself (SyncSpider eCom Ops Podcast). Junglr focuses on using keywords and buyer psychology to position products.
She hosts #AskJunglr, a weekly live Q&A where she answers sellers’ PPC questions, sometimes with guests from across the industry (MyPodcastData).
Known for
- Forecasting PPC costs, orders and ACoS before launch, as she explained on The PPC Den
- Aligning ad budgets with product impact and seasonality
- Step-by-step guidance on launching a first Sponsored Products campaign
- Treating conversion rate and order velocity as key campaign metrics, and optimizing Sponsored Display for profitability (BidX AdVenture)
Best for learning
Founder-led brands that want practical, beginner-to-intermediate PPC answers every week.
3. Ritu Java – PPC Ninja
Ritu Java is CEO and co-founder of PPC Ninja, a Seattle-based provider of Amazon advertising software and services that manages Sponsored and DSP advertising for six-, seven- and eight-figure sellers (Post Purchase PRO Podcast, AMZ Advisers). She has a background in engineering and more than a decade in ecommerce.
She won the Billion Dollar Seller Summit speaker prize (Podwise) and has presented at events including Amazon Accelerate and Prosper Show.
Known for
- Splitting automatic campaigns into their four targeting groups for tighter bid control (Fearless Sellers)
- Category and product targeting as alternatives to expensive keyword bidding
- Using AI tools such as ChatGPT in PPC analysis
Best for learning
Data-minded sellers who want structured, analytical approaches to campaign building.
4. Michael Erickson Facchin – Ad Badger
Michael Erickson Facchin is founder and CEO of Ad Badger, an Amazon PPC software company. He has hosted The PPC Den podcast since 2017, covering hundreds of topics across more than 300 episodes, and has worked with ecommerce brands across Google, Meta and Amazon for over 15 years, according to his Jungle Scout contributor profile.
The same profile states that more than one million Amazon Sponsored keywords a day are optimized by his Bids by Badger algorithm.
Known for
- Bid automation and system-level thinking about PPC
- Live account audits on the podcast, including spotting wasted spend
- A large back catalogue of fundamentals content
Best for learning
Anyone who wants a deep library of free PPC education, from beginner to advanced.
5. Chris Rawlings – Sophie Society
Chris Rawlings is CEO and founder of Sophie Society and a multimillion-dollar Amazon seller who started with a brand of spinal health products after an injury. He reports facilitating more than 2,000 product launches and 1,500 listing optimizations and helping over 900 brands across Amazon’s US, EU and Australian markets (The Amazon Strategist Show).
He runs the Profitable PPC Challenge, a multi-day training event, and argues that PPC results depend heavily on factors outside the ads console. On the Serious Sellers Podcast he said non-PPC metrics matter most, naming:
“click-through rate and conversion rate are the most important ones”
— Chris Rawlings, CEO and Founder, Sophie Society
Source: Helium 10 Serious Sellers Podcast #484
Known for
- Launch strategy and using exact match to drive ranking
- Creative-led PPC: images and video that lift click-through rate
- Focusing a new brand on a few ad types rather than everything at once
Best for learning
Sellers launching new products who need PPC and listing strategy to work together.
6. Neha Bhuchar – Atom11
Neha Bhuchar is co-founder of Atom11 and a former Amazon Advertising insider. She champions “retail-aware advertising,” which combines inventory, pricing and search rank signals with advertising automation, as discussed on the SmartScout podcast.
Known for
- Connecting ad decisions to retail signals such as stock and price
- Practical uses of Amazon Marketing Cloud for sellers
- Explaining how click-through and conversion rates affect Amazon’s auction
Best for learning
Sellers who want an insider’s view of how Amazon’s ad systems work.
7. Joshua Kreitzer – Channel Bakers
Joshua Kreitzer founded Channel Bakers in 2015 as one of the first agencies built purely around Amazon advertising. He was a beta tester of Amazon’s sponsored ads in 2013 while working at an electronics brand, according to his interview with Amazon Ads. Channel Bakers became an Amazon Ads Advanced Partner and is now majority-owned by Havas. Early on, the agency reported building more than 89,000 Amazon advertising and retail merchandising campaigns (Advertising Week).
Known for
- Early adoption of new Amazon ad products, from Stores to streaming TV
- Using video placements while costs remain relatively low
- Measuring brand lift and organic rank effects, not just ROAS
Best for learning
Brands with larger budgets that want to stay ahead of new Amazon ad formats.
8. Mark Power – Podean
Mark Power founded New York-based marketplace agency Podean after building IPG’s Amazon Center of Excellence, and wrote the book Amazon for CMOs (AdNews). Podean won Amazon’s Ads Partner Award for Global Expansion in 2023.
Known for
- Framing Amazon advertising as part of a brand’s wider retail and marketing strategy
- International Amazon expansion
- Helping in-house teams and agencies build Amazon capability
Best for learning
Marketing leaders who need to connect Amazon PPC to overall brand strategy.
9. Connor Folley – Downstream
Connor Folley co-founded Downstream, an Amazon advertising analytics platform, and was Vice President of Jungle Scout when it published its 2021 Amazon Advertising Report, analyzing more than 560,000 ad campaigns (Jungle Scout).
Known for
- Advertising analytics and attribution on Amazon
- Large-scale analysis of how brands and sellers spend on Amazon ads
Best for learning
Teams that want to understand measurement and reporting before scaling spend.
10. Bradley Sutton – Helium 10
Bradley Sutton is Vice President of Education and Strategy at Helium 10 and hosts the Serious Sellers Podcast, which regularly brings in outside PPC experts to answer live audience questions (Helium 10).
Known for
- Hosting monthly PPC deep dives with leading practitioners
- Making advanced topics accessible to large seller audiences
Best for learning
Sellers who want to hear many expert viewpoints in one place.
What these experts agree on
Listen to enough of these practitioners and a few themes repeat:
- PPC depends on the listing. Click-through and conversion rates, driven by images, price and reviews, decide whether ads can be profitable.
- Structure beats volume. Clear campaign structure, such as splitting automatic targeting groups, gives better control than running everything at once.
- Forecast before you spend. Estimating CPC, conversion rate and ACoS before launch avoids nasty surprises.
- Look beyond ACoS. Organic rank, TACoS, new-to-brand customers and brand lift all matter.
- Retail signals matter. Inventory and pricing should influence bids, not sit in a separate spreadsheet.
Our Amazon PPC ads ultimate guide puts these principles into a single playbook.
Learning from experts versus hiring one
Our comparison of Amazon agencies versus consultants goes deeper.
How to vet an Amazon PPC expert before hiring
- Ask for two or three case studies in your category with before-and-after ACoS, TACoS and sales.
- Ask who will manage your account day to day, and how many accounts they handle.
- Ask how often bids change and what triggers a change.
- Ask how they decide when to cut a keyword: how many clicks or how much spend.
- Ask how they handle inventory, pricing and listing issues that affect ads.
- Ask how they are paid: flat fee, hourly, or percentage of ad spend.
- Ask for read access to a past account or a live audit of yours.
Red flags
Even the experts are wary of the “guru” label. Ad Badger’s own about page puts it bluntly: “We hate the phrase ‘Amazon PPC Gurus’” (Ad Badger). Real expertise shows up in process and evidence, not titles. Watch for:
- Guaranteed ACoS numbers before seeing your account
- Reporting only ACoS and ignoring total sales
- No questions about your margins, inventory or listings
- Fees that rise automatically as your ad spend rises
- Vague answers about who actually does the work
When you need a team, not just an expert
Individual experts are invaluable for strategy and education. But day-to-day Amazon PPC at scale means hourly bid changes, continuous search term mining, placement tuning, inventory coordination, creative refreshes and reporting, across every ad type.
That is the gap Xneeti was built to fill. It is a multi-marketplace AI platform built by ex-Amazon category managers and ex-Google engineers, combining AI that runs every account hourly with a dedicated strategist who owns the account.
- Hourly bid optimization by placement and time of day across Sponsored Products, Brands, Display and DSP
- Continuous n-gram analysis to add negatives before wasted spend shows up in ACoS reports
- Inventory-aware ads that pause when FBA stock runs out
- In-house AI creative and Sponsored Brands Video
- A flat $999 to $1,999 per month with no percentage of ad spend
Across 80+ managed accounts, Xneeti averages a 50% TACoS reduction and 30% revenue growth. See our Amazon PPC management software or book a demo.
