About Goat Consulting

Goat Consulting provides business services for brands and manufactures selling on the Amazon.com marketplace. We work with a wide variety of companies across many industries. We specialize in helping companies have a clear strategy and understanding of the fastest growing marketplace: Amazon.com.

Meet the Team

Reed Thompson

Managing Partner

Retail, Multi-channel Ecommerce, Inventory Management and Amazon Expert

Reed Thompson Amazon

Reed Thompson is a managing partner at Goat Consulting where he helps brands and retailers sell more effectively on Amazon.com through optimized product listings and Amazon Marketing Services for Amazon Seller Central and Amazon Vendor Central sellers.

He graduated from the University of Minnesota - Carlson School of Business with degrees in International Business and Entrepreneurial Management. Prior to the inception of Goat Consulting, Reed worked at Target Corporation in Management and was hands on in every aspect of retail from Guest Experience to Logistics and Sales. Reed managed multiple stores that had over $100 million in annual sales.

Reed serves as a resource for multiple ecommerce communities and is an authority on the technicalities of Amazon Seller Central and Vendor Central. Reed’s interests are related to consumer behavior, merchandising, markets, and direct-to-consumer selling, data analytics, software architecture and retail strategies.


Will Tjernlund

Managing Partner

Amazon FBA, Sourcing, Sales and Strategy Expert and Global Ecommerce Authority

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Will Tjernlund is the co-founder and a managing partner at Goat Consulting. Will is a notable figure in the ecommerce global community speaking at ecommerce conferences around the world including the United States, Europe and Asia.

Will grew expanded the Amazon sales channel for his family's Amazon business which now grosses in the tens of millions. He also worked with Reed Thompson to start AMZHelp.com, an Amazon Sellers community for questions, discussions and debate. 

Will is not afraid to share his opinion on how your business should be run. Will uses his background in economics to share insights on the market you are competing in. 

Will and Reed Thompson founded Goat Consulting with the goal of helping commercial businesses move into the ecommerce marketplace. Goat Consulting exists to build, protect and develop your brand on Amazon.


Eric Sutton

Lead Consultant

Ecommerce Retail, Brand Defense, Product & Product Line Strategy, Business Development and Amazon.com Expert


Eric Sutton is a lead consultant at Goat Consulting where he helps brands and manufacturers sell more effectively on Amazon.com through optimized product listings, Amazon Marketing Services, and product strategy for Amazon Seller Central and Amazon Vendor Central sellers.

Eric graduated from the University of St. Thomas in St. Paul Minnesota with a degree in Marketing Management and Business Administration. Prior to his time at Goat Consulting Eric worked at Private Equity firm Brimacomb & Associates where he nurtured skills in investment analysis, business model development, retail and brand strategy. Eric also founded a web based small business development staffing firm named ITern Staffing. 

Entrepreneurial drive and business development experience drove him towards Ecommerce and Goat Consulting. Eric enjoys writing articles about Amazon.com and helps companies build and defend their image on Amazon.com. Eric's interests include market research, pricing strategy, information technology, new markets, property protection and logistics.