The People Behind the Dashboards

Operators, Not Account Reps

FamiliaOps was built by working Amazon VAs, and it still runs that way. Every account is handled directly by someone on this page — the person you meet on the first call is the person inside your Seller Central the next morning.

6+ yrs avg Seller Central tenure30+ accounts handled4-5 accounts max per specialistUS EST overlap hours

Leadership

Meet the CEO

Every account we take on is run under one operating system — the one our CEO built managing brands across multiple Amazon marketplaces.

Rey Vincent Amamato

CEO · Amazon Director of Operations

Amazon Ads Verified PartnerHelium 10 Trusted PartnerAmazon Brand Referral PartnerAtom11 Verified Partner

Years leading Amazon ops

Multi

Amazon marketplaces

My Amazon Guy certs

About Rey

Hi, I’m Rey Vincent Amamato, an Amazon Director of Operations with over half a decade of proven experience leading and scaling e-commerce brands across multiple Amazon marketplaces.

I specialize in building and managing high-performing Amazon operations — from FBA and FBM logistics to advertising strategy, catalog optimization, and account health governance. My leadership centers on developing streamlined systems that help brands grow sustainably, increase profitability, and maintain operational excellence.

Over the years, I’ve directed operations for brands in multiple Amazon marketplaces, driving consistent sales growth while reducing advertising costs through data-driven decision-making. I focus on efficiency, accuracy, and innovation — ensuring every aspect of a brand’s Amazon presence works in harmony toward measurable results.

Certified by My Amazon Guy, Helium 10, and AmazonNation PH, I’ve built deep expertise in PPC optimization, catalog troubleshooting, SEO strategy, and brand development. My goal is to transform complex Amazon workflows into clear, scalable systems that empower brands to dominate their categories.

Outside of managing Amazon operations, I’m passionate about mentoring aspiring e-commerce professionals, exploring new automation tools, and spending time with my family.

Rey’s Operating System

Amazon Revenue & Profit Optimization System

Built on execution, not theory. Conversion is fixed first, advertising is systemized second, and scaling only happens when the numbers justify it.

Brand & Opportunity Analysis

A deep analysis of the brand, listings, and performance data builds a clear, data-driven roadmap. Best-sellers are evaluated for conversion gaps, visibility issues, and low-hanging opportunities that often offset the cost of the service early.

Product and market analysis
Listing and competitive gap analysis
Step-by-step growth roadmap tailored to the brand

CVR & CTR Optimization

Before scaling traffic, conversion efficiency is improved to maximize revenue from existing demand. Pricing, offers, COGs and creative are optimized so ad spend is supported by strong on-page performance.

Product offer and pricing optimization
Creative and listing optimization
Main image optimization for CTR improvement

PPC Optimization & Systemization

PPC is optimized and systemized into a controlled, measurable, scalable structure. In-house or agency-managed, clear frameworks, rules, and performance benchmarks improve efficiency and accountability.

In-house PPC management processes
Systems to audit and measure PPC agency performance
Keyword harvesting and scaling using performance data

Growth & Scaling

Increase market share and organic ranking for the products with the highest growth potential. SQPR insights, PPC data, and proven relaunch strategies scale visibility while maintaining profitability.

Identifying highest-opportunity products
High-impact keywords from SQPR and PPC data
Data-driven relaunch strategies for market share and organic rank

Certificates and work samples are below — Courses & Certificates · Portfolio. Full profile at reyamamato.mystrikingly.com.

The Team

Two Operators, No Bench

FamiliaOps is two people for now — the CEO above and the PPC manager below. Every account is handled by one of us directly.

Rafael Amamato II

PPC & Account Manager

Sponsored ProductsSponsored BrandsSponsored DisplaySearch-Term Audits

2024

PPC manager since

SP·SB·SD

Ad channels managed

40+

API endpoints shipped

About Rafael

Hi, I’m Rafael Amamato II, an Amazon PPC and Account Manager running Sponsored Products, Sponsored Brands, and Sponsored Display across multiple managed seller accounts.

My day starts with the search-term report. I audit it to catch wasted spend and negative-margin SKUs before touching a single bid, then rebuild underperforming campaigns into tiered keyword funnels with targeting and placement strategy tuned to what's actually converting.

Weekly bid passes use target-ACoS scaling and placement modifiers to push budget toward high-converting placements, and I diagnose performance issues by correlating ad metrics against SKU margin and inventory levels — not ad metrics in isolation.

Account management runs alongside PPC: listing optimization, FBA inventory forecasting, and resolving account health flags before they become suppressions. I also built the team's internal PPC audit tool — the same Python/FastAPI/React console behind the work on this site — to automate search-term analysis and bulk-file generation instead of doing it by hand in spreadsheets.

Rafael’s Playbook

How Rafael Runs an Account

Search terms get audited before bids get touched, and account health runs alongside PPC — not after it.

Search-Term Audits & Keyword Funnels

Search-term reports get audited for wasted spend before any bid change. Underperforming structures get rebuilt into tiered keyword funnels with targeting tuned to what's actually converting.

Audits search-term reports to cut wasted spend
Flags negative-margin SKUs
Rebuilds structures into tiered keyword funnels

Bid & Placement Optimization

Weekly bid passes use target-ACoS scaling and placement modifiers to redirect budget toward what's converting, not just what's spending.

Weekly bid optimizations with target-ACoS scaling
Placement modifiers push budget to top converters
Manages SP, SB, and SD together

Account Health & Inventory

PPC doesn't run in isolation — listing content, pricing, and inventory position all feed back into what the ads can actually convert.

Monitors FBA inventory, coordinates restocking
Analyzes sales/traffic reports to guide pricing and content
Resolves account health flags and supplier issues

Internal Tooling

Built the team's own audit tooling instead of relying on manual spreadsheet work for search-term analysis and bulk-file generation.

Internal PPC audit tool — Python, FastAPI, React
Automates search-term analysis and bulk-file generation
40+ REST endpoints on a multi-tenant analytics platform

Certified & Proven

Trained, Verified, Delivering Results

My Amazon Guy Certificates of Competency, plus real work from managed accounts — ads performance and profit tracking. Drag a stack to browse, tap any card to open it full size.

Certificate