Perch helped invent the Amazon brand aggregator playbook in 2019, building one of the earliest large-scale portfolios before merging with Razor Group in 2023.
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See all ads on AdLibrary →Perch is one of the original Amazon FBA brand aggregators, founded in 2019 by Chris Bell in Boston. After building a portfolio of 70+ brands, Perch merged with Berlin-based Razor Group in 2023 to create a combined 40,000+ SKU cross-Atlantic operation.
Perch developed one of the earliest systematic approaches to Amazon advertising optimization at scale, combining organic rank improvement with paid Sponsored Ads to maximize listing visibility. Post-merger, Perch's US portfolio benefits from Razor Group's European infrastructure. Browse Perch brand ads on AdLibrary to explore the aggregator's brand-level creative approach.
Perch's home, kitchen, and outdoor brands run Meta campaigns to build DTC channels alongside Amazon. The Razor Group merger added German market expertise, enabling European Meta campaign expansion for Perch's US brands.
Perch portfolio brands use Amazon-proven proof-points in social creative—top-seller badges, review volumes, and before/after problem-solution framing. Home goods ads use lifestyle demonstration. Outdoor and sports ads use active-use footage.
Perch's merger with Razor Group illustrates that aggregator consolidation is inevitable—the model has high fixed costs and benefits from portfolio scale. First-mover aggregators that built strong brand portfolios early (2019–2021) are the most attractive merger targets in the consolidation wave.
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