Michael Shannon

About Michael Shannon

I’m the Co-Founder and operator of Sprinkle & Sweep, a consumer brand I helped build from the ground up. From hand-filling bags on the production line in the early days to overseeing manufacturing, product development, Amazon strategy, retail launches, and multichannel expansion, I’ve lived every part of what it takes to scale a CPG brand. Today, Sprinkle & Sweep generates over $350K/month across Amazon, Walmart, Petsmart, Chewy, TikTok Shop, and DTC, with Amazon contributing more than $250K/month.Running a brand at this level taught me something important: Amazon is never “mastered.” The platform evolves daily. PPC changes overnight. Competition shifts constantly. What worked last quarter may not work today. Being an operator forces you to adapt, experiment, refine systems, and learn continuously — not from theory, but from real marketplace pressure.After cycling through six Amazon agencies that overpromised and underdelivered, I brought our Amazon operations entirely in-house. That single decision changed everything. We built our own PPC systems, organic ranking processes, inventory models, and marketplace workflows — and our performance jumped immediately. That experience is one of the main reasons I launched Shannon Amazon Advisory.Through Shannon Amazon Advisory, I provide founder-level Amazon strategy, PPC oversight, and CPG advisory for brands that want clarity, accountability, and stronger marketplace performance. I help brands tighten systems, identify inefficiencies, improve PPC, evaluate agencies, strengthen operations, and build scalable, profitable structures across Amazon and other channels.But this isn’t a one-way street.One of the biggest reasons I enjoy working with other brands is because I learn from them too. Every founder, every operator, and every team has their own processes, insights, and lessons. Amazon and the marketplace never stop changing — and the best results come when smart people share what they’ve learned. I value the opportunity to work alongside other brands not just to help them grow, but to continue growing myself.If you’re a CPG founder or Amazon brand operator looking for guidance from someone who is actively in the trenches every day — not someone speaking from outdated experience — I’d be happy to connect.

Experience

1. Founder & Principal Advisor

   Shannon Amazon Advisory

   Dec 2025 — Present · US

   I provide founder-level Amazon and CPG advisory for CPG brands, with a focus on improving marketplace performance through strategic oversight, operational systems, and accountability. My goal is to help brands identify inefficiencies, strengthen their foundation, and build scalable, profitable processes without adding unnecessary complexity.Areas of ExpertiseAmazon PPC oversight, analysis, strategy, and team trainingMarketplace strategy & organic ranking systemsASIN audits and strategic product diagnosticsCatalog & variation strategyAgency evaluation, oversight & performance accountabilityInventory management & inbound planning systemsLaunch & category positioning strategyTikTok Shop operations & affiliate program structureRetail readiness & multichannel planningOperational finance (COGS, margin evaluation, cash flow forecasting)Manufacturer sourcing, packaging optimization & freight planningWhat Makes My Approach DifferentI’m a CPG founder who scaled a brand to $350K+/month in under three years, with $250K+ coming from Amazon alone. I’ve built and operated every part of the business—manufacturing, supply chain, sourcing, PPC, organic ranking, catalog management, retail launches, and team ops. This gives me a practical, operator-level perspective that most consultants and agencies don’t have.I’m still actively running Sprinkle & Sweep today. I’m not speaking from outdated experience or theory—I’m dealing with the same marketplace challenges all brands face right now. I’ve lived the reality of burning through six different Amazon agencies before bringing everything in-house. That shift completely changed our trajectory, and it’s one of the reasons I now help brands build internal systems or provide ongoing oversight so they don’t have to wonder whether their agency is doing the right things.Ultimately, I help brands avoid mistakes, tighten their operations, and build sustainable, profitable growth with clear, actionable systems.

Education

• Mesa Community College

  Business/Commerce, General

  2015 — 2016

• W. P. Carey School of Business – Arizona State University

  Business/Commerce, General

  2014 — 2015