Razor Group became Europe's largest Amazon aggregator by moving fast on acquisitions and merging with US competitor Perch—creating a 40,000+ SKU cross-Atlantic brand portfolio.
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See all ads on AdLibrary →Razor Group is a Berlin-based Amazon brand aggregator founded in 2020. After merging with US-based Perch in 2023, it operates one of the world's largest portfolios of Amazon-native consumer brands across EU, UK, and US marketplaces. Also searched as Razor.
Razor Group runs centralized Amazon advertising (Sponsored Products, Sponsored Brands, DSP) across its portfolio with regional teams optimizing for EU vs US marketplace dynamics. Post-Perch merger, shared creative and targeting infrastructure reduces per-brand overhead. See Razor Group brand ads on AdLibrary to explore their multi-market approach.
Higher-margin Razor Group brands run Meta campaigns for DTC channel development, reducing Amazon dependency. European-market brands use localized creative for DE, FR, and UK audiences. The Perch merger brought additional DTC-capable US brands that support social channel investment.
Portfolio brands use review-led, benefit-focused copy typical of Amazon-to-social transition strategies. European brands adapt copy for local language and consumer culture. Cross-selling between complementary brands in the portfolio is an emerging Razor Group strategy.
Razor Group's Perch acquisition shows how consolidation creates geographic arbitrage—brands optimized for one market can be profitably deployed in another with centralized infrastructure. The EU-US cross-market portfolio model is a template for any multi-market brand operator.
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