Neato

Neato is a 2P eCommerce accelerator. The company buys inventory from established consumer brands at wholesale and operates as their exclusive online retailer across Amazon, TikTok Shop, Walmart, and direct-to-consumer channels, fulfilling from a single inventory pool via Amazon MCF. The model differs structurally from agencies, which take a

retainer regardless of outcome, and from aggregators, which acquire brands outright: Neato earns when its brand partners sell, and absorbs the inventory risk when they don't.

The company targets established consumer brands typically doing $5M or more in annual revenue that want online growth without building in-house Amazon, TikTok Shop, or marketplace teams. While most operators in the category run Amazon-only programs, Neato runs the same 2P model across every major online channel from a single team and inventory pool. The result for brand partners is one operator, one P&L, and one inventory plan instead of five separate vendor relationships.

Neato's portfolio includes brand partners such as illy, Earth Animal, Wiley Wallaby, Rocketbook, and Dot's Pretzels. The company is led by founder and CEO Anthony Connelly and President Spencer Jacobs, who co-architected Neato's go-to-market strategy and operating model. Neato is headquartered in Las Vegas, Nevada.