Ajarro Urges Amazon Brands to Put Profit Before AI Automation

Brett Lemker draws on 20 years of Amazon and e-commerce experience to explain where brands still need experienced commercial judgment.

DURANGO, CO, UNITED STATES, October 23, 2026 /EINPresswire.com/ — Ajarro, LLC is urging Amazon brands to take a closer look at the economics behind their advertising and operating decisions before handing more of those decisions to artificial intelligence.

The advice comes as Amazon expands AI tools for sellers and advertisers. Those tools can reduce the time spent analyzing reports, preparing content and managing campaigns. Ajarro founder Brett Lemker argues that the more important question is whether the work they accelerate is helping the business make money.

An advertising campaign can deliver an attractive return on ad spend while leaving little profit after product costs, Amazon fees, freight, discounts and returns. A product can sell quickly enough to look like a winner while creating a replenishment problem the business cannot afford. Neither issue is solved simply by making more adjustments, faster.

For Lemker, who brings 20 years of Amazon and e-commerce experience to his consulting work, that is where experienced oversight earns its place.

Start with what the business keeps:

Ajarro recommends that brands establish a workable contribution-margin view for their priority products before increasing advertising or expanding promotions. The review should include the costs that materially affect each product, rather than relying on a blended account average that can hide weak performers.

That changes the conversation. Instead of asking only whether a campaign is producing sales, the team can ask how much it can afford to spend to acquire those sales, which products deserve additional investment and where growth would make the economics worse.

The same discipline applies to discounts. A promotion that increases orders can still disappoint if the discount, advertising expense and fulfillment costs consume the additional revenue.

Advertising cannot operate in isolation:

Ajarro also advises brands to connect advertising decisions with available inventory and replenishment timing. Increasing spend on a product with limited sellable stock can bring forward a stockout rather than create sustainable growth. Pulling back indiscriminately can leave profitable, well-stocked products without enough support.

The answer requires someone to understand both sides of the decision. Campaign data is one input. Warehouse stock, incoming shipments, listing status and the cash needed for the next order matter too.

Set the limits before automating the work:

AI can help surface exceptions and carry out approved tasks. Ajarro’s position is that brands should first decide which changes can happen automatically, which require review and who is responsible when the results differ from the plan.

Spending limits, pricing floors and approval responsibilities should be explicit. A recommendation to increase a budget should be checked against the product’s economics and inventory position, not accepted because it arrived with a convincing explanation.

Lemker’s assessment is that brands do not need to choose between AI and experienced people. They need a clear division of responsibility. Software can process information and reduce repetitive work. An experienced Amazon consultant should be able to challenge the recommendation, explain the tradeoff and help the brand decide what to do next.

Brett Lemker
Ajarro, LLC
+1 303-478-3777

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