Over the past seven years, Amazon has evolved from a relatively accessible sales channel into one of the most competitive marketplaces in the world. In this article, INNELS co-founders Mark Daniel Zalomajev and Andrejs Klimovskis share how they built a full-service Amazon agency from scratch, what structural mistakes nearly broke the business, and why brands today need a strategic, data-driven Amazon growth approach to stay profitable in 2026.
INNELS did not start as a polished startup idea or a typical Amazon marketing agency. The foundation was built through professional curiosity, shared ambition, and a clear understanding that meaningful businesses are rarely created alone. Mark Daniel Zalomajev and Andrejs Klimovskis first connected through university networks in Denmark, long before discussing company structures or service packages.
At the time, Mark was already deeply involved in Amazon operations as a digital marketer and increasingly saw a gap in the market: many brands wanted to sell on Amazon, but very few agencies truly understood the platform beyond surface-level advertising. However, he also recognized that scaling an Amazon agency required more than individual expertise — it required a long-term partnership.
“I knew I didn’t want to start alone. Starting alone feels more like freelancing, and I had much bigger ambitions. To build something serious, you need a partner.”
For Andrejs, the timing aligned naturally. He was searching for a mandatory internship and wanted hands-on experience that would actually accelerate his career, not just fill a requirement. What started as an internship opportunity quickly became a shared commitment to building a business with long-term potential.
Like many early-stage agencies, INNELS’ first year was defined by slow momentum and constant uncertainty. Despite strong motivation, landing the first client took nearly six months. Without proven case studies or brand recognition, convincing companies to trust a young Amazon agency was a challenge — especially in a market dominated by general digital marketing agencies.
To overcome this barrier, the founders made a deliberate strategic decision: they prioritized experience and proof over immediate revenue. Early clients were onboarded without upfront fees, with compensation tied to performance and commissions once sales began. This approach allowed INNELS to gain real Amazon account management experience and build its first strong references.
For Andrejs, this phase also meant learning Amazon from the inside while already working with clients — from listings and logistics to advertising and performance tracking.
“I didn’t fully understand our service at the beginning. I had no Amazon experience, so it was difficult to communicate confidently with clients. We had to do almost everything ourselves, and that became the biggest learning experience.”
This hands-on execution shaped INNELS’ philosophy: Amazon expertise must be built through operations, not theory.
One of the most critical moments in INNELS’ growth came when the agency lost a single client that represented the majority of its revenue. At that point, the team had already started hiring and scaling operations under the assumption of long-term collaboration. The sudden contract termination exposed a fundamental structural risk.
The issue was not poor performance but an unbalanced business model. INNELS had grown around a small number of large accounts without a predictable sales pipeline or systematic lead generation.
“For the first years, we were very project-based. We focused on serving a few big clients well, but we didn’t really think about the sales process or who our next client would be in two or three months.”
With the support of their advisor, the founders rebuilt the agency’s commercial foundation. Sales became a structured process, not an afterthought. Outreach volume, response rates, meetings, and offers were tracked systematically, and HubSpot was implemented as the first CRM.
This shift marked the transition from a project-driven Amazon agency to a scalable business.
INNELS initially focused on Denmark, where the founders were based. While the agency secured strong local clients, growth proved slower due to market dynamics where local presence and brand familiarity play a significant role.
A strategic expansion into Latvia, driven largely through LinkedIn outreach, revealed a different reality. Decision-makers were more responsive, competition for attention was lower, and international experience became a clear advantage rather than a barrier.
“With Latvian companies, LinkedIn worked completely differently. People replied much faster, and it was much easier to book meetings and sign clients.”
This shift reshaped INNELS’ positioning. The agency embraced its international DNA and began working with brands across Europe and the US, supported by a globally distributed team. Today, this international perspective is a key differentiator for brands planning cross-market Amazon expansion.
Amazon has evolved far beyond a platform that can be managed by a single specialist. INNELS’ experience shows that sustainable growth today requires coordination across multiple disciplines: logistics, inventory planning, PPC, SEO, content, design, pricing, and performance analytics.
This is especially critical for brands operating in competitive categories or across multiple marketplaces. A single Amazon PPC manager, no matter how skilled, cannot cover the full scope of what Amazon demands today.
“You can have one person who’s good at many things, but you really need to look at your Amazon store from multiple angles. It’s not just advertising — it’s a full spectrum of tasks that all need to work together.”
This understanding led INNELS to build a full-service Amazon agency model where each client is supported by a dedicated team rather than isolated roles.
According to the founders, the most significant shift on Amazon today is the intensity of competition. Visibility is more expensive than ever, and success is no longer achievable through basic optimization tactics. At the same time, Amazon now provides brands with powerful first-party data through tools like Brand Analytics and Product Opportunity Explorer.
Content has also become a decisive factor. With AI-driven systems such as Rufus interpreting both text and visuals, high-quality images, videos, and A+ content directly influence discoverability and conversion.
“Amazon is no longer just about selling cheap products. You see premium and luxury brands entering the platform, and content plays a huge role in conversion and visibility.”
Rather than endlessly increasing ad spend, INNELS focuses on improving efficiency — testing creatives, optimizing listings, and increasing conversion rates with the same traffic.
Despite the rise of automation, AI, and analytics, the founders emphasize one fundamental truth: Amazon is still a human marketplace. Algorithms may drive visibility, but purchasing decisions are made by people.
“In the end, you’re selling to humans. Imagine the customer standing in front of you and actually pitch the product — explain why it matters and why it’s different.”
For INNELS, Amazon is no longer just a sales channel. It is a strategic growth ecosystem that, when approached correctly, supports brand building, international expansion, and long-term scalability.
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