Stella Nelson

Account Manager

Stella Nelson is an Account Manager at Goat Consulting, a Minneapolis-based Amazon consulting agency that helps brands and manufacturers sell on the Amazon marketplace. Stella brings a background in Marketing and Business Analytics from the University of Minnesota's Carlson School of Management, where she learned to build data-driven strategies and translate market insights into actionable business decisions.

Stella's specialty is combining keyword and market research with customer behavior data to create targeted solutions on Amazon. She uses surveys, competitive analysis, and Amazon's own reporting tools to understand not just what keywords matter, but why customers are searching for them and what language drives conversions. That research becomes the foundation for her work on Amazon advertising campaigns and product detail page optimization. When Stella designs a campaign or creates a listing strategy, she's starting with data that tells her exactly what buyers in that category are looking for.

Before joining Goat Consulting, Stella worked for a student organization called Net Impact. She led a team of students to build a comprehensive marketing strategy for a local nonprofit. Prior to Net Impact she developed reporting and copywriting skills during her journalism internship at Ledger Publications. That experience taught her to ask the right questions and to discover trustworthy sources to answer them.

Stella's approach is methodical and grounded in evidence. She doesn't guess at keyword research or campaign strategy. Instead, she builds each recommendation on a foundation of market data, competitive analysis, and customer feedback that she gathers and interprets herself.

Areas of Expertise

Stella takes her data-driven background to her mindset of managing Amazon accounts. These are ares that she has a strong area of focus:

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

• Amazon Keyword and Market Research

• Amazon Account Setup and Brand Registration

• Amazon Advertising Strategy

• Amazon Merchandising

Background & Credentials

• Education - University of Minnesota, Carlson School of Management, Marketing and Business Analytics

• Role - Account Manager at Goat Consulting since 2021

• Prior Experience - Net Impact (research and analysis); Ledger Publications (research and data analysis)

• 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 Stella

• Amazon Seller Brand Analytics Customer Shopping Journey

• How to Decide Your Amazon Ads Budget

• How to Sell on Amazon Canada

• California Prop 65 Label Requirements Selling on Amazon FBA

• Amazon FBA Storage Utilization Surcharge & Low Inventory Fees

• Amazon FBA Multi Channel Fulfillment (MCF) Explained

• How to get Referral Fee Reimbursement From Amazon

• How To Fix Amazon Error Code 8016 on Seller Central

• Amazon Product Condition Complaints Reinstatement

Client Results

Stella led the following client success through data-backed research, merchandising and Amazon Ads best practices:

• Reach International Outfitters - With a full-funnel merchandising and Amazon Ads, comprehensive strategy, STella was 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.

• Riedell Skates - Stella 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

• WNL Products - WNL Products achieved sales growth while maintaining active product listings with a foundation of Amazon policy risk mitigation and resolution

Connect with Stella

If you're a brand or manufacturer looking for help with Amazon advertising strategy, product listing optimization, or marketplace research, Stella Nelson can help you build a strategy grounded in data about your market and your customers. Reach out through the contact form to talk through your Amazon challenges.