Channel Key Acquires True Hero

Ryan Faist

Ryan Faist, Channel Key

January 16, 2024

We’re excited to announce that Channel Key has acquired True Hero, a full-service Amazon agency headquartered in Colorado. We began exploring this opportunity in early 2023 and finalized the purchase agreement on January 12, 2024. We will begin onboarding True Hero’s clients and employees immediately and expect the entire transition to take approximately 180 days.  

“True Hero has an excellent track record of helping large retail brands launch and grow on Amazon,” said Dan Brownsher, President and CEO of Channel Key. “As a key Amazon partner and agency with the foundation and ecosystem to scale and grow quickly, we saw a great opportunity to bring True Hero into our organization and expand our expertise in the Amazon marketplace.” 

Channel Key’s mission is to provide brand owners and manufacturers with a winning Amazon and/or DSP strategy and the ecosystem and resources to execute at the highest level possible. This acquisition will enable Channel Key to offer best-in-class, turnkey services to a wider client base. It will also provide more resources and deeper category and brand experience for Channel Key’s growing team of employees.     

Wendi Held, President and Founder of True Hero, will continue to help oversee the agency’s team of Amazon experts under the Channel Key brand. True Hero clients will receive complete continuity of service. 

“Partnering with Channel Key opens up exciting opportunities for our brands and team,” said Held. “This was the natural next step for True Hero and was a decision we did not take lightly. Channel Key will give our clients a deeper and stronger foundation. I am staying on board and committed to guiding overall brand growth and strategy.”  

We look forward to welcoming the talented True Hero team of Amazon experts to the CK team and continuing to grow as an agency. 

Channel Key Takeaway 

Channel Key’s top priority is our commitment to helping brands unlock their marketplace potential on Amazon via a combination of experience, transparency, and strategy. Our team of Amazon experts remain devoted to providing extraordinary customer service, including marketplace strategy, brand awareness, revenue growth, profitability analysis, new product launches, 1P/3P transitions, operational health, marketing, advertising, Amazon DSP, content creation, optimization, reporting and analytics, and much more. 

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