Ex-Amazon · Managing Director

Amazon expertise
earned from both
sides of the table.

We built the platform. We operated on it for 20 years with $15M of our own capital. Now we help PE-backed brands and their investors understand exactly what their Amazon channel is worth — before committing capital.

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LWA
Lake
Washington
Advisors
$15M
Own Capital Deployed
20+
Years Operating
7
Amazon Brands
10
Days DD Delivery
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"I paid $4 million in liquidated inventory to understand what happens when Amazon changes the rules overnight. My clients don't have to."
Advisory Network
Ex-Amazon
Microsoft Alumni
Boeing Veterans
Starbucks Operators
Nordstrom Leaders
Seattle Institutional
The Founding Story

Built Amazon's onboarding platform. Then operated on it for two decades.

Most Amazon advisors have studied the platform. Some have run campaigns on it. We did something different — we helped build it from the inside, managed enterprise vendor relationships with Microsoft, Apple, and Adobe at Amazon, then spent twenty years operating our own brands on the same platform with our own capital on the line.

"I paid $4 million in liquidated inventory to understand what happens when Amazon changes the rules overnight. My clients don't have to pay that same tuition."
🏛
Amazon Insider
Built Amazon's seller onboarding product. Led the 30-person team that ran it. Managed enterprise vendor relationships with Microsoft, Apple, and Adobe at Amazon. Bar Raiser credential — held by fewer than 2% of employees.
📊
Active Operator
$15M deployed operating 7 Amazon brands over 20 years. Our knowledge is current — not archived. We are still in the market, every day, with our own money on the line.
⚡
Platform Economics Expert
We were operating when Amazon launched its ads platform and changed the economics of selling overnight. We understand platform risk at a depth that only comes from surviving it with real capital exposed.
🌲
Seattle Talent Network
A curated network of operators from Amazon, Microsoft, Boeing, Starbucks, and Nordstrom — the deepest institutional talent concentration in American business, deployed on your behalf.
What We Deliver

Services built for serious operators and their investors.

Every engagement is powered by The Amazon Profit Blueprint — our proprietary two-stage methodology that evaluates product fundamentals and Amazon-specific economics before capital is committed.

01
Entry Point
Amazon Profit Audit
Complete two-stage catalog assessment. Green, Yellow, Red classification per SKU. True margin after every Amazon cost. 90-day prioritized roadmap. Delivered in two weeks.
From $5,000 · 2-week delivery
Learn More →
02
For PE Firms
PE Due Diligence Package
Pre-acquisition Amazon channel assessment for deals where Amazon is a material revenue driver. Three tiers — Quick Scan through Enterprise. Built for LOI windows.
$5,000 – $25,000 · 5–14 day delivery
Learn More →
03
For Selling Brands
Acquisition Prep Package
Fix what buyers will find before they find it. Resolve account issues, optimize channel economics, build the CIM Amazon section, and improve your exit multiple before go-to-market.
$25,000 – $50,000 · 60–90 days
Learn More →
04
Strategic Oversight
Brand Retained Advisory
Ongoing strategic oversight for PE-backed brands doing $5M or more on Amazon. Monthly economics reviews, quarterly catalog assessments, direct access to our advisory network.
$20,000 – $25,000/month · 3-month minimum
Learn More →
05
Pre-Exit
Pre-Sale Advisory
For brands 12–24 months from exit. Build the metrics, narrative, and channel discipline that maximize your multiple over time — not in a rushed 90-day sprint before going to market.
$10,000 – $15,000/month · 6-month minimum
Learn More →
06
Active PE Firms
PE DD Retainer Program
Always-on Amazon channel DD capability for firms with consistent consumer brand deal flow. Priority scheduling, standardized reporting, portfolio advisory included.
$20,000/month · 12-month minimum
Learn More →
Why Lake Washington Advisors

The advisor who has been on every side of this platform.

Most Amazon Advisors
Studied the platform from the outside
Optimize metrics without understanding unit economics
Work with client money — not their own
Generic frameworks applied to every brand
Started after the ads platform existed
No PE-grade institutional reporting
$3,000 – $7,000 for a basic checklist report
Lake Washington Advisors
Built Amazon's seller onboarding platform from the inside
Evaluate whether Amazon economics support the business model before investment
$15M of our own capital operating 7 Amazon brands
Proprietary Amazon Profit Blueprint — two-stage methodology
Survived the platform shift that destroyed unprepared brands
PE-grade institutional reporting in 5–14 days
$5,000 – $25,000 for institutional-grade channel analysis
The Amazon Profit Blueprint

A proprietary methodology built from $15M of hard-won experience.

Stage 01
100K Product Framework
25-criteria scoring system evaluating whether a product has the fundamental characteristics to generate $100K+ annually — before channel strategy is considered.
Stage 02
Amazon Economics Layer
True margin reconstruction after all FBA fees, PPC, returns, and storage. The numbers most brands have never seen clearly — until it is too late to change course.
Stage 03
The Verdict
Green, Yellow, or Red classification per SKU with specific recommendations for each outcome. A 90-day prioritized roadmap that translates findings into clear action.
Stage 04
Valuation Impact
For PE engagements — every finding translated directly into acquisition multiple impact. Not just risks and opportunities. Numbers that belong in a deal room.
"Most advisors start by optimizing what is already on Amazon. We start one step earlier — asking whether it should be there at all."
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Should this product be on Amazon at all? We answer that question before you invest in inventory, advertising, or agency fees.
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What does the true P&L look like after every Amazon cost? Not reported margin — contribution margin after FBA fees, PPC, returns, and storage charges.
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Can this business model survive the next platform shift? We know what happens when Amazon changes the rules. We paid $4M to learn it firsthand.
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What is the Amazon channel actually worth in a transaction? The answer requires someone who has been on both sides of this platform for two decades.
Get Started
"Every engagement begins with a 30-minute conversation. No pitch. Just a direct discussion about your Amazon channel and whether we are the right fit."
Location
Seattle, Washington
Email
shabbir@lakewashingtonadvisors.com
Engagements
Remote · Nationwide · Seattle
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If there is not a clear fit, we will tell you honestly and point you toward the right resource. We do not take engagements where we cannot deliver demonstrable value.