About Us

The Vision: We’re Building the Next Major Growth Engine for Amazon Sellers

This is a story about a fundamental shift in how influencer marketing works - and how Iconically’s patent-pending, campaign auction platform is able to power industry change at scale for Amazon sellers and beyond.

To our team, our brand partners and creator community: thank you. Our growth, and our vision is only possible because of our data-driven, customer-obsessed, insatiably curious, and wildly ambitious team, and our partners who believe deeply in Iconically.

The Problem: An $800B Opportunity That Couldn't Scale

Attention has moved to creators. Consumers don't find relevance in banner ads or traditional advertising - they trust the people they follow, whose recommendations feel authentic, whose content they actively choose to watch. The creator economy is projected to reach $500 billion by 2027. Unilever's CEO recently stated that 50% of their marketing budget will shift to creators. 94% of Gen Z trust influencer recommendations more than traditional ads, and 77% have made purchases based on creator recommendations. The signal couldn't be clearer.

Yet despite creators' outsized influence on purchasing decisions, less than 2% of digital ad spend has shifted to creators today.

Why? Because there is a frequent misalignment between brand budget and influencer fees. It is the most cited reason for brand partnerships not getting off the ground. In fact, many brands won’t even start the negotiation process if the influencer ask is too far off from what they perceive to be a reasonable or “risk-free” rate.

This is especially the case for Amazon sellers, where ACOS/ROAS on creator advertising has been largely hit or miss, and incredibly difficult to scale. It’s why close to 10 million sellers continue largely investing in Amazon PPC and other off platform paid placement channels over creator campaigns that are not entirely performance based.

The challenge with this approach is that top performing influencers on Amazon, some of which are grossing $1 million or more a month in merchandise value, aren’t well incentivized to apply for gifted or commission only campaigns. Especially when they lose out on bonus commissions due to Amazon’s recent policy change that went into effect December 20th, 2024 and prevented creators earning from both Amazon Associates and other affiliate platforms.

So while brands recognize the opportunity, they struggle rationalizing the risk of potentially over paying for performance with large upfront flat fees that may not deliver expected returns. At the same time, creators want access to a piece of the $800 billion in paid media spend (versus the ~$10 billion of brand dollars currently flowing to them), but due to lack of rate transparency in the influencer industry, they often don’t know how much to charge or what brands will ultimately accept as a fair price.

The Solution: Why This Shift Is Inevitable

Efficient markets are always searching for a "fair value" or balance area where the majority of transactions can occur with as little price friction as possible. Auctions allow growth markets to establish that equilibrium when historical prices are not centrally recorded or publicly shared; neither of which is common practice within the influencer marketing industry.

Traditionally, brands have not been able to easily discover what other brands have paid an influencer nor have influencers been able to easily discover what other influencers have been paid by the brand. While this price obfuscation may generate greater margin for brokers, it also strangles potential deal flow.

Auctions streamline rate negotiations by introducing true transparency into the process. Brands can see how influencer bids compare historically. Influencers can see what others are bidding and which bids have been accepted by brands. This gives brands confidence that they are not overpaying and creators confidence that they are not leaving money on the table.

Before Iconically, both sides wanted this transparency shift so that more sponsorship deals could happen. Neither could make it work on their own. This is the gap we built our patent-pending, campaign auction platform to close and it’s why we believe Iconically will be the next billion dollar startup.

The Platform: Campaign Auctions That Make Creator Advertising Scalable

We've spent the last two years building something that didn't exist before: the first campaign auction platform for the influencer marketing industry, which today is enabling Amazon sellers to launch and scale creator programs with greater speed, control and returns than ever before.

In addition to rate optimization, our platform automates the entire campaign workflow - from brief creation to creator applications, vetting and recommendations - to usage licensing, deliverable management, performance tracking and payments. Campaigns that previously required hands-on management by marketing teams, now happen hands-free and deliver consistently outsized returns.

Over the next decade, digital advertising will be transformed to be creator-led, leading to hundreds of billions of dollars to move to creators from traditional and digital advertising channels. That capital will flow through a platform that enables advertising spend to be scalable, profitable and efficient. Iconically is building that frictionless infrastructure - the streamlining of rate negotiations, identification of high converting creators and automation of campaign management - that makes creators a core part of every brand's growth strategy, not an experimental side channel.

This means we can become the most important growth engine for both sides of the market:

• For brands: the platform that unlocks their best-performing marketing channel and makes it as profitable to scale as any paid media buy.
• For creators: the tool that turns sporadic one-off deals into a sustainable, predictable business with consistent monthly earnings.

The result? Brands can finally build risk-free creator programs that run at the scale of their paid media budgets. Creators get systematic access to paid media budgets. The proof is in the performance - It’s why top performing brands and creators LOVE ICONICALLY!

Our Team

Every great tech giant started with great people, passion and product. At Iconically, we have a relentless focus on raising questions, testing hypotheses and following data to wherever it may lead us. After all, creating material value out of thin air is nothing short of magic.

With that in mind, meet our team of magicians: