Inside Thrasio & SellerX: The Rise and Fall of the Amazon Aggregator with Senior Leader Alexander Swade

In this episode of New Frontier, Jo welcomes Alexander Swade, a seasoned Amazon advertising expert with senior leadership experience at Thrasio, SellerX, and My Real Profit. Alexander shares his journey from Google Ads to leading large-scale advertising operations at Thrasio, one of the biggest Amazon aggregators. He discusses how he built high-performing teams, developed strategic automation tools, and optimized advertising for over 80 brands across multiple global markets. His approach focused on analytics, large-scale data processing, and automation to streamline advertising efficiency at scale.

The conversation dives into the challenges of managing such a vast portfolio, the complexities of Amazon advertising, and the impact of external traffic sources like influencers and TikTok on brand growth. Alexander explains the need for customized approaches rather than a one-size-fits-all aggregation model, shedding light on the evolving landscape of Amazon aggregators. He also shares insights into working with Amazon directly, gaining access to exclusive data, and the role of AI in automating creatives, bids, and campaign management.

Looking ahead, Alexander provides his take on the future of Amazon aggregators, predicting further consolidation, shifts toward niche-focused acquisitions, and challenges in maintaining profitability. He discusses why the original aggregation model—buying diverse brands and standardizing operations—has struggled and how a more tailored approach may be necessary for long-term success. With rising costs, increased competition, and evolving Amazon policies, he explores what’s next for aggregators and large-scale Amazon sellers in the coming years.

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