Amazon isn't a black box, you just need the right signals

Hi, I'm Anton, founder of Propelli. For the past 10 years, I’ve been in the thick of eCommerce. I’ve scaled £10M+ brands on Amazon, run £500M+ international P&Ls, and focused relentlessly on making customer experiences smoother and more human.

At Amazon, I've helped over 30 brands grow locally and expand internationally. I've launched millions of products across export markets and drove measurable gains in customer experience and sustainability. I’ve operated at every level, building new processes, automating existing ones, and influencing high-level strategy.

Today, I work with founders and operators to launch smarter, grow faster, and build brands that last. No fluff, no shortcuts. Just clear strategy, efficient inputs, and results that compound.

I understand how Amazon really works. Not just the tactics, but the internal mechanics: the structures, incentives, and systems that impact your business. I’ve built a strong network across the ecosystem, and I don’t chase hype. I build strategies grounded in data, operational rigour, with a focus on long-term sustainable results.

What I share here comes from real-world experience of being in the trenches, scaling products, and solving hard problems with clarity and precision.

I started Primed Signals because I know how frustrating it can be to dig through the noise, the hype and the outdated advice when all you want is clear, tactical guidance that actually works.

What Primed Signals stands for:

☑️ Actionable insights only: Every post gives you something you can apply now, not just think about

❌ No schedule pressure: I don’t publish just for the sake of it.

❌ No ads: If I link to external tools, it’s because they are genuinely useful.

❌ No sales pitches: This isn’t a funnel in disguise. It’s a resource.

❌ No spam: If it doesn’t add value, I don’t hit ‘send’. Simple as that.

If you're building, scaling, or wrestling with what’s next on Amazon, subscribe to the Primed Signals newsletter.