The brand comes before the channel
Listings, ads, and dashboards are tools. The decision that matters is what the brand stands for in the United States, how it is priced, and which channels deserve it.
About AEG
We started on the marketplace. The money was in the brand.
AEG began as marketplace operators. Listings, advertising, account care — the surface most agencies stop at.
The AEG team has almost two decades in business, including a decade on Amazon. Working as a brand partner changed the job. The brands that grew were not the ones with the busiest dashboards. They were the ones where someone was willing to decide what the brand stood for in the United States, how it should be priced, and which channels deserved it.
That is the work now. The brand-building and growth partner for established companies, and for the manufacturers and emerging brands ready to join them. For the brands we take on, the team acts as the US brand arm: strategy, launch, and the execution that follows. We partner directly with the founders on channel and investment decisions. Amazon is one channel. It is not the identity.
Named results are on Brand Launches. The average partnership runs seven years.
Channels can change. What has to hold is the position, the price, and whether a US customer recognizes the name.
How the team works
What we will not hand to a channel.
A founder-led partnership
The AEG team stays close to the work. What we put in public is the partnership, the process, and the results.
Long enough to compound
The average partnership runs seven years. Brand equity is not a launch week. It is the price a customer will still pay after the first order.
Established makers ask for the strategy.
We also advise established US manufacturers in plush toys, children's gifts, and bath and body on brand and channel strategy, often long before a full partnership.
They already manufacture and sell in the United States. They ask what the name should stand for, and which shelves should carry it.
Book a strategy call.
Thirty minutes. Where you stand in the US, and whether a brand-first partnership fits.