A different kind of partner on Amazon.
Orellana exists to give brands a different kind of partner on Amazon - one with skin in the game, total channel control, and the conviction that Amazon doesn’t have to be a race to the bottom.
Across the Amazon channel, a familiar story plays out. Multiple unauthorised resellers buying small, inconsistent quantities. Price wars eroding margins. Market saturation leaving brands vulnerable. A race to the bottom that nobody really wins.
Most wholesalers operate with a transactional mindset: buy low, sell high, repeat. No long-term strategy. No investment. No real partnership.
Meanwhile, the brands that thrive on Amazon look different. They share one thing in common:
Control of their distribution.
Tight, single-seller solutions that protect pricing, brand integrity, and long-term growth. The brands with fragmented distribution? They struggle.
Just like Francisco de Orellana - the first European to navigate the Amazon jungle - we help brands navigate the vast, ever-changing e-commerce jungle that is the Amazon marketplace.
Brands don't just need a map. They need a trusted guide.
Built to bridge the gap.
Not an agency. Not a freelancer. Not a generic distributor. A dedicated team with skin in the game - who owns the channel, and grows it like it's their own.
The moment a brand owner hears "I sell on Amazon" - there's a flinch.
We know when a brand hears I sell on Amazon - theres a awkward flinch. Or brands that have been approached by countless "wholesalers" who claim they "definitely don't sell on Amazon."Or perhaps they are “Amazon experts” Promising big results but end up delivering very little value. Sellers who’ve never optimised a listing, never touched a ad campaign and no case studies to back it up
They end up slipping through the cracks, Buying in inconsistent quantities, Flooding the market with discounted listings. Leaving brands unprotected with a disrupted supply chain. Channel chaos with a knock-on effect across the entire business, not just Amazon.
Wholesalers who lie about where they sell.
Vendor Central losing you control
Old-fashioned distributors
Small, infrequent orders
Do any of these feel familiar?
To put it simply... would you let 25 people have the keys to your house? If the answer is no, why allow that for your brand?
HOW WE'RE DIFFERENT
Orellana becomes your end-to-end, dedicated Amazon partner. Think of it as a new department of the business - except without the payroll, insurance, or days off. Easy to fire if it doesn't work. Built so it does.
The model is simple. Orellana buys directly from the brand, at a price that works for both parties. Then looks after the brand like its own. Or we help you take it all in house. Both with the ultimate focus of restoring control and growing profit.
Traditional Wholesale
The Orellana Model
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Built by operators, not just founders
With over a decade of hands on experience on the front lines - Josh & Alex have built, managed and scaled multiple brands on the platform, navigating its constant changes, solving real problems, and growing brands in an increasingly competitive space.
Josh
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Alex
