The person behind the businesses
Founder & CEO,
ASA Compliance Group.
I started as an Amazon seller. My own account suspension led me to learn the appeal process, help other sellers and build SellerAppeal.
I founded SellerAppeal in 2016 and sold it in 2019. I also co-founded Upsellon Brands. Today, I lead ASA Compliance Group.
Founder & CEO
I lead ASA Compliance Group, bringing together appeal and compliance work for Amazon sellers, brands and operators.
My role is to set the direction: reviewing case strategy, developing policy methodology and connecting the facts of a business with the evidence behind its response. I draw on my own seller experience, company building and legal education in leading the team and approaching complex decisions.
Visit ASA Compliance GroupThe starting point
My path as an entrepreneur began on the seller’s side of Amazon. I was selling my own products when account suspensions brought me face to face with the platform’s policies and appeal process.
I looked for help, but the search did not resolve the problem. I began working through my own appeals: understanding what had happened, examining the information and learning how to prepare a response.
The work then extended beyond my own account. I started helping friends with their suspensions, followed by other sellers facing the same problem. It developed into a paid service and, in 2016, the company I founded as SellerAppeal.
I later studied law at Ono Academic College, completing my degree with honors after studying from 2022 to 2025.
Founder · 2016–2019
SellerAppeal became a business helping Amazon sellers address suspensions and prepare appeals. I founded the company in 2016, after beginning that work with friends and other sellers.
The work covered account and listing problems: understanding the circumstances, reviewing the available information and preparing a response in the context of the business behind it.
I sold SellerAppeal in 2019.
Co-founder · Former Chief Compliance Officer · Former Director
I also co-founded Upsellon Brands, an e-commerce company.
Upsellon’s business brought together market research, product evaluation, Amazon operations and compliance. Its public materials described data-led product selection, automated market analysis and risk review as parts of its approach.
Alongside my role as a co-founder, I served as Chief Compliance Officer and as a director of the public company.
The company raised over US$20 million. In 2021, Upsellon became publicly traded on the Tel Aviv Stock Exchange through a reverse merger.
Speaking · Public voice
I share this work through conference sessions and conversations with marketplace operators. The subjects come from the decisions businesses face: suspensions, compliance, listing claims, account changes and the way evidence and enforcement interact.
European Seller Conference · Prague · March 2025
Suspension Warfare: Outsmarting Algorithms and Black-Hat Players
I spoke about Amazon suspensions, enforcement algorithms and black-hat interference at the fifth European Seller Conference in Prague. The photograph in this section is from that appearance.
AmazingDays Summit · Sofia · April 2025
My Sofia appearance in 2025 focused on staying compliant, avoiding suspensions and the practical risks involved in building an Amazon business.
AmazingDays Summit · Sofia · April 2026
Inside the AI Behind 99 Percent of Amazon Suspensions
I returned to Sofia in 2026 to speak about Amazon’s changing enforcement environment and the confidence sellers can place in AI-generated answers.
The session covered Seller Assistant, also known as Project Amelia, and the risks around claims, variation edits and apparent eligibility. I discussed using Amazon’s own tools to spot risk earlier, rather than treating a confident response as the end of the review.
MAD Conference · Warsaw · May 2026
In May 2026, I spoke in Warsaw about Amazon enforcement and compliance.
AmafestUK · Birmingham · October 2026
Amazon Suspends the Story It Believes
In Birmingham, I spoke about the signals a business sends through listing language, images and the details behind its products.
The session examined how those elements combine into the story a marketplace evaluates, and why the evidence and the whole presentation need to be considered together.
Business · Partnerships · Speaking
For business conversations, partnerships, speaking and interviews.
You can reach me directly by email or connect with me on LinkedIn.
