WPP buys Amazon-focused consultancy

Marketplace Ignition uses research and ongoing impact analysis to look at both short- and long-term growth. It works with more than 400 brands and its clients include Hallmark Cards, Lifetime Brands and Reynolds Consumer Products.

It will be known as Marketplace Ignition, a Possible commerce agency, and be led by current CEO and founder, Eric Heller. 

Heller said: “Possible understands the future of retail and the potential that brands have on Amazon, but Shane and the team also know it requires deep knowledge of the entire Amazon platform and its ecosystem to succeed.

“Category leadership on Amazon takes dedication, operational excellence and a deep understanding of how data drives sales and market share. Both Marketplace Ignition and Possible have data in our DNA. I’m excited for what we will do together to deliver more value to brands and Amazon customers.”   

Founded in 2011, it is based in Atlanta with an office in Seattle and employs about 35 people.