Eric Sutton

Operations Manager

About Eric Sutton

Eric Sutton is the Operations Manager at Goat Consulting, a Minneapolis-based Amazon consulting agency that helps brands and manufacturers build profitable, defensible businesses on the Amazon marketplace. Drawing on nearly a decade of hands-on Amazon experience since 2016, Eric leads operations and manages strategy, execution, and performance for a portfolio of brands across both Seller Central and Vendor Central.

Eric’s role at Goat Consulting is deeply operational and results-focused. He leads the account management team in executing best practices across every part of selling on Amazon, including keyword and market research, product listing creation and optimization, Amazon Advertising strategy and campaign management, and performance reporting that ties directly to client business goals. He works directly with clients ranging from emerging brands to large manufacturers, ensuring that day-to-day account work aligns with category dynamics, margin realities, and long-term brand strategy

Eric has overseen launches and ongoing management across multiple categories, including both consumer and B2B products, helping clients improve retail readiness, restore suspended listings and accounts, and scale profitable ad spend. He is often the person brands rely on when they need a clear plan of action, disciplined execution, and transparent communication about what is and is not working on Amazon.

Before joining Goat Consulting, Eric worked in marketing and business development, including a role as a Recruiter at Insight Global and as a Marketing Development Associate at Brimacomb & Associates. That client-facing background sharpened his ability to understand multiple stakeholder objectives, competitive landscapes, and sales processes. These skills translate directly into Amazon account strategy and communication with clients.

Eric graduated from the University of St. Thomas in St. Paul, Minnesota with a degree in Marketing Management and Business Administration. He approaches every new engagement by first understanding the client’s products, unit economics, category, and operational constraints on Amazon before recommending a path forward. Based in the Minneapolis-St Paul area, Eric values long-term partnerships built on honest feedback, clear expectations, and measurable results.

Amazon Areas of Expertise

Eric will help you understand the best strategy for your Amazon account and take action. He has a deep understanding in the following areas:

• Amazon Account Strategy & Management (Seller Central and Vendor Central)

• Amazon Account Setup and Brand Registration

• Amazon Advertising Strategy

• Amazon Compliance - account and product reinstatement

• Amazon product listing setup, optimization, and Product ID organization

• Amazon Brand Registry

Credentials & Background

• Education - University of St. Thomas, St. Paul, MN — Degree in Marketing Management and Business Administration

• Role - Operations Manager at Goat Consulting

• Prior Experience - Recruiter at Insight Global; Marketing Development Associate at Brimacomb & Associates

• Amazon Certifications - Amazon Sponsored Ads Certification, Amazon Sponsored Ads Advanced Certification, Amazon Ads Foundations Certification, Amazon Ads Campaign Planning Certification, Amazon Ads Retail Certification, Amazon Ads Advanced Retail Certification, Amazon Video Ads Certification, Amazon Marketing Cloud Certification, Amazon Ads Campaign Optimization Certification, Amazon DSP Certification, Amazon DSP Advanced Certification

Posts by Eric

• How to Increase Amazon FBA Storage Capacity in 2025

• Supply Chain by Amazon: From Manufacturer to FBA

• Amazon Brand Metrics Guide: Measure and Improve Brand Performance

• Amazon A/B Split Testing Using Manage Your Experiments (MYE)

• Selling on Walmart With Amazon FBA Inventory

• Amazon Bullet Point Policy Compliance

• How to Write an Effective Amazon Appeal to Reinstate Product Listing

• GS1 US Launches New Verified by GS1 Search Database Interview

• How to Fix a Down Amazon Listing With GTIN UPC Issue

• How to List a Product on Amazon Without a UPC or EAN: Product ID Exemption Guide

• 2026 Amazon FBA Fee Changes: What Sellers Need to Know

Client Results

At Goat Consulting, Eric has led account strategy and implementation for clients across a wide range of product categories. While every client's situation is different, here are some examples of the kinds of outcomes the team has helped deliver:

• Riedell Skates - Eric cleaned up the messy third-party distribution merchandising and product ID actions of Riedell Skates distribution and helped grow their Seller Central sales through merchandising and Amazon Ads

• Natural Rapport - Eric helped scale Natural Rapport’s established Pet Friendly Ice Melt products and improved margin and inventory health through inventory planning and hybrid FBA and Merchant Fulfilled offers. He developed a tailored marketing funnel to upsell and build awareness for other product categories offered by the brand.

• Reach International Outfitters - Through a full-funnel merchandising and Amazon Ads, comprehensive strategy, we were able to increase Return on Ad Spend (RoAS) from 4.04 to 10.8 and increase new-to-brand customers by 52% between February and 2025 and May 2025.

Connect with Eric

If you're a brand or manufacturer looking for help managing your Amazon account, or if you want to talk through your Amazon strategy with Eric Sutton, someone who's spent 8+ years in the platform managing accounts for companies across every product category, reach out through the contact form.