★ Consultancy

A single strategic decision from our consultancy has generated six-figure returns.

McKinsey will charge you €500,000 for an Amazon e-commerce strategy. Their analysts have never run a brand on Amazon. We have. P&G, Samsung, and Amazon itself. We're still running seven- and eight-figure brands today — and we'll only charge you a fraction of McKinsey.

From €12,000 · 30-day ad hoc consultation
Book a scoping call →
First conversation is with a founder — not a scheduler, not a closer.
Built inside Amazon · Trained at these global brands · Still operating 8-figure brands today
Amazon
P&G
Samsung
Pantene
Braun
HeadnShoulders"
Gillette
Oral-B
Pampers
Ariel
P&G
HeadnShoulders"

❝Same decisions you face today — we probably made one last week.❞

— The Founders, E-commerce Grand Masters
The team you'll work with

Three operators. Three sides of the same table.

Vendor side · Platform side · Seller side. The combination is the unfair advantage.

Vendor → Seller

Pablo Lapeña

Co-Founder · Vendor Side (P&G) → Seller Side
P&G — Senior Director, Amazon Europe

I spent 15 years at P&G running the Amazon Europe commercial relationship out of Geneva. I 8x'd P&G's Amazon business in Spain in two and a half years and launched the channel for P&G in six other European countries. While I was doing all that, I built my own brands as a seller. I'm still running a seven-figure brand on Amazon US and EU today.

My day job at Procter & Gamble for eight years was negotiating with Amazon. My day job today is selling on Amazon. Most operators only see one of those two sides.

Vendor / Systems

Luca Marini

Co-Founder · Vendor / Systems Side
P&G Italy · Samsung Middle East

I was Director of E-commerce Italy at P&G — built Amazon home-care from zero, then expanded into eBay, AliExpress and Vente-Privée. Then Samsung Middle East as regional director: mobile and devices across Amazon Turkey, Amazon Egypt and the regional marketplaces. Global experience opening and scaling new markets and new channels (TikTok Shop). Still operating today, alongside Pablo.

Most operators optimise. Few engineer. The difference is whether you're reacting to the platform or designing your relationship with it.

Platform

Daniel Arenas

Partner & Main Advisor · Platform Side
Senior Category Leader, PC & Gaming · Amazon Europe (10 yrs)

I spent ten years inside Amazon Europe Retail. I owned the annual Vendor negotiations from inside the platform — I sat on the other side of Pablo's and Luca's table. I led European Peak Events (Prime Day, Black Friday). I left to join a European AI venture.

I'm the only person in this room who sat across the table from Pablo and Luca at Amazon. I bring what the platform actually optimises for — not what brands assume.

Plus a 30+ person team behind us — analysts, category specialists, creative leads, PPC operators. Execution stays moving while the thinking stays senior.

How we work

Four steps. No surprises.

Scoped to the decision, not to a retainer calendar.

01
A scoping call.

30 minutes. With a founder, not a scheduler. We learn the business, the stage, and the decision on your table. You leave with one actionable recommendation either way — even if we never work together.

02
A diagnostic.

You receive a diagnostic — the problem, the options, and our recommendation. Verbal where it lands sharper, written where the board needs to see it. We decide together in the scoping call.

03
The engagement proposal.

After the diagnostic, you receive a written proposal — scope, working method, timeline, deliverables, fee.

€12,000 30-day ad hoc consultation.
Bespoke 90-day transformation programmes scoped to the decision.

We name the number before you commit, not after.

04
If we're not the right fit.

If consultancy isn't the right shape for what you need, we'll point you to a route that is. Here are four we already operate — pick the one closest to where you are.

We'd rather route you correctly than take an engagement that isn't a fit.

Book a scoping call →
Honest fit · read before booking

Who we work with. Who we don't.

Better to know now than after a 30-minute call. We're explicit on both sides.

✓ This is for you if
This is for you.
  • ✓
    You're a founder or CCO weighing a senior commercial move on Amazon — scaling, international expansion, category repositioning, or defending against a well-funded competitor.
  • ✓
    You're a commercial or digital lead who needs senior input before committing budget — a relaunch, a Vendor Central renegotiation, a shift in the PPC model.
  • ✓
    You're a COO or Head of E-commerce with the team in place, and you want a second opinion from someone who's made the same call at scale.
— This is not for you if
This isn't for you.

If the left column sounds like you, start with a scoping call. If the right column is closer, we'll happily point you to the right shape of EGM for you.

Book a scoping call →
Why us, not an agency

This isn't agency advice.

Most agencies hire account managers and put a senior face on the pitch. We're three former operators from P&G, Samsung and Amazon Europe — and we're the people doing the actual work.

Most Agencies
Who does the work

Account managers do the work. Senior people only show up on the pitch.

Pricing

Retainer-based. Billed every month whether the decision moves or not.

What you get

Tactical execution: PPC, SEO audits, listing optimisation.

Team experience

Generalist marketplace team across many categories.

★ Operating status

Have never run a brand on Amazon themselves.

Us
Who does the work

Three founders. We lead every engagement personally.

Pricing

Scoped to the decision. When the job is done, it's done.

What you get

Strategic thinking: Vendor negotiations, category strategy, P&L decisions.

Team experience

25+ years combined e-commerce experience in Amazon, P&G, Samsung, own brands and TikTok.

★ Operating status

Still running seven- and eight-figure brands today. Same decisions you face — we probably made one last week.

The work is senior because the people doing it are. No account managers. No junior consultants. No upsell ladder.

Book a scoping call →
Common questions

Straight answers.

Ordered by what the boss asks first.

What does an engagement cost?
Engagements start at €12,000 for a 30-day ad hoc consultation. Bespoke 90-day transformation programmes are also available — scope and fee are agreed after the diagnostic. We don't charge for hours, we charge for outcomes — a single strategic decision from this kind of work has generated six-figure returns. After the scoping call you receive a written proposal with scope, timeline and fee. No surprises.
Are you still operating brands today, or is this a consulting-only practice?
Both. Pablo runs consumer brands on Amazon and TikTok. Luca runs operator work on his own ventures. Daniel left Amazon in August 2025 to join an AI venture and brings what's happening in the platform-AI intersection. None of us stopped operating. That's the point of this engagement model — you're hiring people whose own money is on the platform.
What's the minimum engagement?
There isn't a fixed minimum. We scope to the decision. A four-week negotiation prep is reasonable. A single one-hour advisory call probably isn't. If your need is too small for a structured engagement, we'll suggest the Academy or a one-off consultation rather than taking your money.
How quickly can we start?
Typically within two to three weeks of the scoping call. Faster if it's urgent, slower if the diagnostic needs more depth. We commit to a timeline in the written proposal.
How many engagements do you take?
We currently have capacity for two new clients in Q3 2026. The three of us lead every engagement personally, which constrains capacity by design. We'd rather decline work we can't do properly than scale by hiring junior consultants and putting our names on it.
Will I be working with all three of you?
Depends on the engagement. Most are led by one founder with the other two consulting on specific decisions. The vantage point you most need — Vendor side (Pablo or Luca), Platform side (Daniel), or Seller side — usually determines the lead. We align on this in the scoping call.
How is this different from the Academy or Growth Partnership?
The Academy teaches you to master Amazon yourself. Growth Partnership hands the operation to us. Consultancy sits in the middle — you lead, we advise.
Can we hire one of your Academy graduates instead of engaging the consultancy?
Yes. We run a placement service for companies that want a trained Amazon operator embedded in their team rather than a consultancy engagement. Our certified Academy graduates are vetted personally by the founders — they have been trained on the same operating frameworks we use ourselves. This is the right route if you're a small or mid-size business that needs one operator running Amazon day-to-day. See the recruitment page for the placement process and current availability.
Do you work with brands outside FMCG?
Most of our operator DNA is in FMCG and consumer brands. We've also led work in beauty, sports, household goods, computers and consumer electronics. If your category isn't on that list, we'll be honest about whether the operating principles transfer, and if they don't, we'll point you elsewhere.
Where in the world do you work?
Globally. Our operator experience spans P&G, Samsung and Amazon across Europe, the Middle East, Africa, and North America. We've built and run our own brands in Europe and North America. If you're selling on Amazon anywhere, we can work with you.

Still have questions? Bring them to the scoping call. The first 30 minutes are about identifying the primary gap in your Amazon strategy — and giving you one actionable recommendation. No pitch.

Book a scoping call →
Your next move

Ready for the next move?

Pick a time that works. Pablo, Luca or Daniel will be on the call, depending on availability. We'll know quickly whether we're the right fit.

Q3 2026 Capacity
2 new consultancy engagements open for the quarter.
Book a 30-minute scoping call →
  • First conversation is with a founder — not a scheduler, not a closer.
  • One actionable recommendation by the end of the call — even if we don't end up working together.
Looking for something else?

Explore the Academy → · See Growth Partnership →

Prefer email? Write to atyourservice@ecommercegrandmasters.com and we'll set up the call manually.

The facts, in one paragraph

E-commerce Grand Masters Consultancy delivers senior advisory for global brands running on Amazon, covering both Vendor (1P / Vendor Central) and Seller (3P / Seller Central / FBA) operations. Engagements are led personally by Pablo Lapeña (former Senior Director of Amazon Europe at Procter & Gamble — fifteen years at P&G, seven consecutive years of pan-European Amazon negotiations, Amazon channel launched for P&G in six European countries; today running his own seven-figure brand on Amazon as a Seller), Luca Marini (former Director of E-commerce Italy at P&G, former regional director at Samsung Middle East across mobile and devices; global experience opening and scaling new markets and new channels including TikTok Shop), and Daniel Arenas (former Senior Category Leader for PC & Gaming Europe at Amazon — ten years inside Amazon Retail, August 2015 to August 2025; the only EGM founder who sat on Amazon's side of the negotiation table, opposite Pablo and Luca). All three are still operating today — Pablo and Luca on their own ventures, Daniel inside a European AI venture. Engagements start at €12,000 for a 30-day ad hoc consultation, with bespoke 90-day transformation programmes scoped to the decision after the diagnostic. Pricing is anchored to the decision, not to a retainer calendar. No junior consultants. No upsell ladder. Capacity is limited to two new clients per quarter by design. EGM also operates the Academy (training course) and Growth Partnership (profit-share operation) businesses, and runs a placement service for companies that prefer to hire a certified Academy graduate rather than engage the consultancy directly.