Will Tjernlund
CMO & Co-Founder
About Will Tjernlund
Will's Amazon career started at Tjernlund Products, a family-owned manufacturing business in White Bear Lake, Minnesota, founded in 1938. The company had spent decades selling through traditional wholesale distribution. Will saw what Amazon could do for a brand like theirs and built the channel from scratch. The results were hard to argue with. Amazon became Tjernlund Products' number one sales channel. The company went from a traditional B2B distribution model to roughly 80% Amazon revenue.
That experience, taking a legacy manufacturer and making Amazon their largest and most profitable channel, became the foundation for everything Will does at Goat Consulting. He co-founded Goat Consulting in 2016 with Reed Thompson. Where he helps brands and manufacturers achieve their goals and solve the problems they face when selling on Amazon
Will hosts the Nano Cap Podcast, where he has interviewed over 50 CEOs of publicly traded companies. That breadth of conversation with executives across industries adds depth to the strategic and business-building perspective he brings to every Goat Consulting client engagement.
Areas of Expertise
A conversation with Will can help guide your strategy for success on Amazon. These are areas he has a deep understanding of:
Will Tjernlund Press & Media Features
Will is regularly quoted by national and business publications as an Amazon industry expert.
CNBC
Bloomberg
Vox / Recode
Wired
Business Insider
Amazon suspends non-essential shipments to warehouses (Mar 2020)
Amazon sellers expand accepted products list amid COVID-19 (Mar 2020)
AdAge
Adweek
MarketWatch
The Information
WebRetailer
Amazon Shopper Survey Results (co-authored with Goat Consulting)
Global Sources Summit coverage (eight-figure seller panelist)
Marketplace.org
KARE 11 / NBC Minneapolis
Arkansas Democrat-Gazette
Yahoo Finance
Forbes
Featured as an Amazon industry expert
Will Tjernlund Conference Speaking
Will has spoken at e-commerce and Amazon conferences across four continents. He was voted Best Speaker at the Cross Border Summit in Chiang Mai, Thailand in 2024.
Import Summit - Orlando, USA - 2015
Global Sources Summit - Hong Kong - April 2016
Private Label Days - Hamburg, Germany - June 2016
Global Sources Summit - Hong Kong - October 2016
Berlin Amazon Conference - Berlin, Germany - January 2017
Private Label Days - Bonn, Germany - June 2017
Amazoneii - Bucharest, Romania - June 2017
SalesHub Amazon Conference - Kiev, Ukraine - June 2017
Seller Optimization Summit, USA (online) - 2017
Amazoneii - Bucharest, Romania - June 2018
SalesHub Amazon Conference - Kiev, Ukraine - June 2018
Cross Border Summit - Shenzhen, China - October 2019
Cross Border Summit Chiang Mai, Thailand 2024
Will Tjernlund Podcast Appearances
Amazing FBA (multiple episodes: fulfillment, Vendor Central, B2B to B2C, scaling)
Retail Tech Podcast: Why and how retailers and brands should sell on Amazon
The Australian Seller: Scaling to $10 million on Amazon
2x eCommerce Podcast: Applying a lean mindset to a private label Amazon business
Michael Alder Podcast
EcomBalance Partner Spotlight
Background & Credentials
Education: University of Minnesota Duluth, B.A. in Economics
Awards:
Minnesota AdFed 32 Under 32 - 2020
Best Speaker -Cross Border Summit 2024
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, Twitch Advertising Certification
Connect with Will Tjernlund
LinkedIn: linkedin.com/in/tjernlund
X / Twitter: @WTjern
FBA Expert Blog: fbaexpert.com
Personal Site: williamtjernlund.com
Nano Cap Podcast: nanocappod.com
If you are interested in a call with Will Tjernlund, please reach out through our contact us form.