What kind of agency this is
A small, independent Amazon agency.
NAYF Ads is privately owned, founder-led and based in London. We work with a deliberately limited number of Amazon brands, on rolling monthly terms, with the founder on every account.
If you’re screening agencies and your brief includes the words small, independent, boutique, hands-on or not a big agency — this page is the direct answer to what you’re checking for.
Nathan Divakaran
The six things you’re actually checking.
Most agency websites make you infer these from the tone of the copy. Here they are stated plainly.
Ownership
Independent
Privately owned. Not part of a network, a holding company, or an agency roll-up — so there's no group revenue target above us deciding how much attention your account deserves.
Who does the work
Founder-led
Nathan is on the first call, on the account day to day, and on the email when something needs deciding. There's no handover from the person who sold the engagement to a junior who runs it.
Team
Small and senior
A small senior team, several of whom previously worked inside Amazon as vendor managers, brand specialists, strategists and consultants. No junior account managers, because there aren't any.
Commitment
Rolling monthly
No lock-in on any tier. No minimum term, no setup fee. We'd rather earn the relationship every month than hold you to a year you regret by month three.
Focus
Amazon only
We don't do Google, Meta, email or brand. Amazon is the whole business — UK, US and select EU marketplaces, Seller Central and Vendor Central.
Based
London, UK
Covent Garden. UK working hours with flexibility for US clients, and a UK entity to contract with if that matters to your finance team.
“Founder-led” is easy to say.
Nearly every small agency claims it. The version that matters is specific, so here is what it means at NAYF Ads — and what it costs us to mean it.
The person on the sales call is the person on the account
The most common agency failure isn't bad work — it's the silent handover. You're sold by a senior operator, then the account lands with someone three years into their career who's carrying eleven others. We don't have that handover to make, because we don't have that second layer.
It caps how many brands we can take
This model doesn't scale by hiring juniors, so it doesn't scale quickly. We take on a limited number of brands at a time and turn down work when we're full. That's a real constraint on us, and it's the reason the model works for the brands we do take.
You get judgement, not just execution
Bid changes are the easy part and increasingly the automatable part. What you're paying a senior operator for is knowing which of your problems is actually the advertising one — and telling you when your ad account is fine and your listing, your price or your stock position is the thing losing you money.
It means we'll disagree with you sometimes
Working directly with a founder-operator means occasionally being told the launch plan is wrong, the target ACoS is arbitrary, or the SKU isn't worth defending. An account manager on a retention target has every incentive to nod. That trade — friction for candour — is the deal.
If your brief sounds like this,
we’re a match.
- You want a small agency, and you want to know exactly who is working on the account.
- You'd rather build the strategy with someone than receive a monthly report about it.
- You've been with a bigger agency and were too small there to get real attention.
- You have an in-house Amazon person and need advertising specialism alongside them, not instead of them.
- You want the founder's judgement on the account, not just on the sales call.
- You don't want to sign a twelve-month contract to find out whether it works.
A bigger agency is genuinely better for some brands.
If you need a large dedicated pod, formal procurement, 24/7 coverage across a dozen marketplaces, or a single supplier handling Amazon alongside Google, Meta, retail media and brand — a network agency is the right answer and we’ll tell you so on the call rather than take the engagement and under-serve it.
The same goes for brands that haven’t launched yet, and brands shopping purely on price. We’re not the cheapest and we don’t try to be.
The full good-fit / bad-fit list →Questions, answered flatly.
- Is NAYF Ads an independent agency?
- Yes. NAYF Ads is privately owned and independent — not part of an agency network, holding company or roll-up, and not owned by or affiliated with Amazon. It is listed on the Amazon Ads Partner Directory, which is a public directory listing rather than a partnership status or endorsement.
- How big is NAYF Ads?
- Small by design. It's a small senior team rather than a large agency, taking on a limited number of brands at a time so that senior people have the capacity to think about each account properly. If you want a twenty-person pod with 24/7 coverage and a procurement process, a network agency will serve you better and we'll say so.
- Is NAYF Ads founder-led?
- Yes. Nathan Divakaran founded the agency and works on client accounts day to day — the first call, the strategy and the ongoing decisions. He previously worked at Amazon's London HQ as an eCommerce Consultant and an Advertising Campaign Manager.
- Is NAYF Ads an agency or a freelancer?
- An agency, but a small one — closer in feel to working with a senior freelancer than to a large agency, with the difference that there's a team behind it covering advertising strategy, listings and creative, Vendor Central, and the reporting engineering. Brands who want freelancer-level access with agency-level coverage tend to be the best fit.
- Does NAYF Ads require a long contract?
- No. Every tier is rolling monthly with no lock-in, no minimum term and no setup fee. The 3-Month Trial runs for three months then continues month-to-month; Performance Partnerships are rolling monthly from day one. The notice period is set out in the engagement agreement and walked through before anything is signed.
- Where is NAYF Ads based?
- Covent Garden, London, United Kingdom. It works with brands on Amazon UK, Amazon US and select EU marketplaces.
Fifteen minutes,
directly with Nathan.
A senior read on your account and a personalised report on your category, yours to keep either way. If we’re not the right fit, you’ll hear that on the call.
Book an initial call →