Neato

What Neato does

Neato (legal entity: The Neato Company LLC) is a 2P (Second-Party) eCommerce acceleration partner that operates the full online commerce engine for middle market to enterprise CPG brands, including the United States' largest CPG names. Founded in 2018 in Las Vegas and originally structured as a wholesale distributor, the company transitioned into a seller-of-record operating model in which it purchases inventory wholesale from brand partners, becomes the authorized seller across digital channels, and runs listings, pricing, advertising, fulfillment, customer service, and brand protection end-to-end. Neato replaces the typical multi-agency stack (creative, ads, ops, analytics) with a single accountable operating team and a unified inventory pool. The product surface is organized around six integrated service modules: Marketplace Growth & Retail Operations (Amazon seller-of-record), Social Commerce & Creator Engine (TikTok Shop), Direct-to-Consumer (Shopify Plus storefronts), Performance Marketing & Full-Funnel Advertising, Creative & Content Studio, and Supply Chain & Fulfillment. The company serves 60+ brands and 350+ active products across pet, grocery, beauty, supplements, personal care, and hard goods verticals, with named case study customers including illy Coffee, Wiley Wallaby, Earth Animal, and Dot's Pretzels.

The underlying technology stack combines proprietary infrastructure with third-party platform integrations. Neato Flow 2.0 is a proprietary warehouse management system handling purchase orders, FIFO/FEFO lot tracking, barcode scanning, kitting, and direct Amazon FBA integration with real-time multi-location inventory visibility. Advertising operations leverage the Xnurta AI retail media management platform, which executes over 2 million bidding decisions per day across bid adjustments, budget pacing, keyword harvesting, and targeting. The fulfillment network is anchored by a 50,000 sq ft semi-automated Las Vegas center (140,000 units/day throughput, 99.99% order accuracy) and a planned Chicago center funded by the April 2026 $25M growth capital round led by Advantage Capital. The Impact Analytics platform provides real-time dashboards separating branded from non-branded performance and surfacing contribution margin rather than ROAS alone. Distribution spans Amazon, Walmart Marketplace, TikTok Shop, and Shopify D2C, all served from a single inventory pool using Amazon's Multi-Channel Fulfillment (MCF) for 1-2 day delivery across non-Amazon channels.

The business model is a wholesale-to-retail spread rather than a fee-based or revenue-share structure. Neato purchases inventory from brands on wholesale terms, sells at retail across the channels it operates, and funds all advertising, fulfillment, and storage costs from the spread. There are no management fees, no revenue share, no ad spend markups, and no platform fees. Brand revenue exposure is limited to predictable wholesale payments on net terms. Reported portfolio operational metrics include a 96.3% weighted buy box rate, 98% weighted in-stock rate, 99.2% buy box percentage, and an order defect rate below 1%. The company is led by Co-Founder and CEO Anthony Connelly and Co-Founder and COO Spencer Jacobs, with a management bench including VPs of Revenue and Marketing, and operates a hybrid workforce of 51-100 employees with operators embedded across the country.

Name

Neato

Legal name

The Neato Company LLC

Website

https://neato.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

51–100 employees

Short description

Neato is a 2P eCommerce acceleration partner that purchases inventory wholesale from middle market to enterprise CPG brands, becomes the seller of record, and operates Amazon, Walmart, TikTok Shop, and Shopify D2C channels end-to-end as a single accountable team.

Ownership category

akta.pro rank

Product category

eCommerce Marketplace Operations & Retail Acceleration

NAICS

General Line Grocery Merchant Wholesalers (42441), Warehouse Clubs, Supercenters, and Other General Merchandise Retailers (4552), General Merchandise Retailers (455)

SIC

Wholesale-Groceries & Related Products (5140), Wholesale-Groceries, General Line (5141), Wholesale-Durable Goods (5000)

akta.pro primary industry

Wholesale/B2B Generalist Marketplaces (CRAFAAAF)

akta.pro secondary industries

E-commerce Fulfillment & Omnichannel Logistics (Pick/Pack/Returns) (TLAIAAAD), Retail (Store Replenishment) & Omnichannel (TLAIALAF)

Keywords

• ECommerce acceleration
• Amazon seller of record
• Marketplace operations
• Retail media optimization
• Wholesale distribution services

Headquarters

HQ city

Las Vegas

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel, Infrastructure

Revenue model

1. Wholesale-to-Retail Spread: Neato purchases inventory at wholesale from brands and sells at retail on Amazon and other marketplaces. The margin comes from the spread between wholesale purchase price and retail selling price, minus operating costs (advertising, fulfillment fees, storage). Neato funds and manages all advertising spend as part of the model. No management fees, no revenue share, no ad spend markups, no platform fees. Brands receive payment on wholesale terms (net terms).
2. Operational Efficiency Gains: Additional margin comes from operational efficiencies built over time including fulfillment optimization, advertising efficiency, and content-driven conversion improvements. These efficiency gains compound as the operating relationship matures.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Neato operates as a 2P eCommerce acceleration partner for CPG brands, purchasing inventory at wholesale and becoming the exclusive seller of record on Amazon, Walmart Marketplace, TikTok Shop, and Shopify D2C. The company runs the full commerce engine end-to-end, including marketplace operations, performance marketing, creative content production, and supply chain fulfillment, drawing revenue from the wholesale-to-retail spread with no management fees, revenue share, or ad spend markups. Brands receive a single partner that consolidates the typical 3-5 agency stack into one accountable operator.

Product overview

Neato is a 2P (Second-Party) eCommerce acceleration platform that operates as exclusive online retail partner for CPG brands. The unified platform comprises six integrated service modules: Marketplace Growth & Retail Operations (Amazon seller-of-record), Social Commerce & Creator Engine (TikTok Shop), Direct to Consumer (Shopify Plus), Performance Marketing & Full-Funnel Advertising, Creative & Content Studio, and Supply Chain & Fulfillment. Supporting technology includes Xnurta (AI advertising optimization) and Neato Flow 2.0 (proprietary WMS). Neato purchases inventory wholesale, becomes seller of record, and operates every channel end-to-end using a single shared inventory pool. The financial model eliminates agency fees, management fees, and revenue sharing—brands sell wholesale and Neato funds all operations including advertising from the wholesale margin.

Differentiator

Problem solved

Functional benefit

Products and services

• Marketplace Growth & Retail Operations
• Social Commerce & Creator Engine
• Direct to Consumer (D2C)
• Performance Marketing & Full-Funnel Advertising
• Creative & Content Studio
• Supply Chain, Fulfillment & Profitability Ops

Quantifiable outcome

• +198% average brand growth since onboarding
• +6 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability7 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core and supporting.

• XnurtacoreTechnology or IntegrationAI-powered retail media management platform integrated into Neato's advertising operations. Processes over 2 million bidding decisions per day across the portfolio. Handles high-frequency optimization tasks—bid adjustments, budget pacing, keyword harvesting, and targeting decisions. Neato uses Xnurta because it handles micro-optimization faster and more consistently than humans can.
• AmazoncoreStrategic or Co-development PartnerPrimary platform partnership. Neato operates as Amazon seller of record, uses FBA fulfillment network, Amazon Multi-Channel Fulfillment (MCF) for non-Amazon orders, Amazon DSP for programmatic advertising, and Amazon Transparency for brand protection. Amazon's fulfillment network enables 1-2 day delivery across all channels.
• ShopifycoreTechnology or IntegrationShopify Plus platform used for building and operating brand D2C storefronts. Neato builds on Shopify Plus with mobile-first architecture, product page optimization, checkout friction reduction, and technical SEO from launch. Integrates with Neato's operating system for Amazon business.
• KlaviyosupportingTechnology or IntegrationEmail and SMS lifecycle marketing platform standard for Neato's D2C operations. Supports advanced behavioral segmentation, automated flows, and analytics. Integrates natively with Shopify for customer data and purchase tracking.
• Amazon TransparencysupportingTechnology or IntegrationAmazon serialization program where Neato applies unique codes to every unit during prep process. Ensures only authentic, authorized inventory reaches customers. Part of brand protection strategy on Amazon.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Pattern: Pattern is a 2P eCommerce accelerator that purchases inventory wholesale from brands and resells on Amazon and global marketplaces. Direct competitor to Neato with similar seller-of-record model and brand portfolio focus on CPG, beauty, and consumer goods.
• Spreetail: Spreetail is a 2P commerce partner that buys inventory wholesale from brands and operates as seller of record on Amazon, Walmart, and other marketplaces. Highly comparable business model with similar middle-market to enterprise CPG focus and capital-intensive inventory model.
• Acorn: Acorn is an Amazon growth agency/accelerator serving CPG brands with operational services including marketplace management, advertising, and brand protection. Direct peer in the CPG Amazon services space with comparable mid-market and enterprise target customer base.
• BlueWheel: BlueWheel is an Amazon marketing agency and brand accelerator offering advertising, content, and operations services to CPG and consumer brands. Comparable in providing consolidated services to brands seeking to simplify their Amazon vendor stack.
• MarketplaceOps: MarketplaceOps is an Amazon services provider offering marketplace management, advertising, and operational support to brands. Direct peer serving middle-market CPG brands looking to consolidate their Amazon operations with a single partner.

Emerging players

• Treetown: Treetown is a TikTok Shop specialist agency supporting brands on social commerce channels. Comparable to Neato's social commerce offering but focused specifically on TikTok Shop rather than the unified Amazon + TikTok + D2C stack.

Broad incumbents

• ChannelEngine: ChannelEngine is a marketplace integration platform enabling brands and retailers to sell across 700+ marketplaces. Comparable as an omnichannel marketplace operations solution but positioned as software/tooling rather than a 2P operator taking inventory risk.
• Helium 10: Helium 10 is a leading Amazon seller software suite used by thousands of brands and agencies for keyword research, listing optimization, and analytics. Comparable as a participant in the CPG-on-Amazon ecosystem but as a software vendor rather than a 2P operator.
• Amazon (Seller Services): Amazon's own Seller Services and Amazon Accelerator programs compete directly with independent 2P operators by offering brands direct onboarding to Amazon-managed services. The platform itself is both Neato's primary channel and a potential long-term competitive threat if Amazon expands owned services.

Regional players

• AnyMind Group: AnyMind is an APAC-focused commerce enablement platform offering marketing, e-commerce, and D2C operations across 13 Asian markets. Comparable as a commerce partner operating on behalf of brands but primarily serving APAC geographies rather than US.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/thisisneato
• Xx.com/__neato__

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Neato