Tinuiti, the largest independent performance marketing firm across the Triopoly of Amazon, Google and Facebook, today announced the acquisition of Amazon-specialist agency, Ortega Group.

The Seattle-based firm of ex-Amazon employees specialises in strategic account management and operational services for brands like Gerber and Pantone.

The acquisition brings together Tinuiti’s Amazon marketing services and Ortega’s 60+ years of combined expertise, including strategic retail operations, A9 search optimisation, negotiating vendor contracts and trade terms and more.

Zach Morrison, CEO of Tinuiti, said: “Tinuiti with Ortega is where full-service meets full-funnel. If we learned anything from the acceleration of e-commerce that started with the pandemic, it’s that clients need strategic and operational support in addition to advertising services to ensure sustained and profitable growth. Commerce brands of the future require a new model that goes deeper than just media and that’s what this acquisition achieves.”

In a joint statement, Adam Ortega and Phil Stolt, managing partners of Ortega Group, said: “few organisations have a true seat at the table with clients and Amazon, and even fewer have the reputation that Tinuiti has. We wanted a partner that could not only offer complementary services to our clients but could also allow our expertise to scale.” The two managing partners are former Amazon employees who co-founded Ortega Group in 2013.

“The fastest growing brands on Amazon focus not just on promotion and advertising but have sophisticated strategies that drive price and product decisions to take advantage of Amazon’s endless shelf,” said Nii Ahene, chief strategy officer at Tinuiti. “Ortega Group has built a business that helps brands level up and execute across these dimensions and we’re excited to bring their solutions to our clients.”

The deal further solidifies Tinuiti’s market position as Triopoly leaders. With the support of Tinuiti’s partners, the acquisition marks another step in the company’s strategic growth plan to deepen its expertise in marketplaces and retail media, and to continue expanding their service of clients globally on Amazon.