ARDMORE, PA — Vitamix has selected Nectar as its Amazon agency of record in the United States and Canada, consolidating retail media, marketplace management, creative production and performance analytics under a single partner as the blender maker seeks more profitable growth on the platform.
The multi-year agreement gives Nectar responsibility for Vitamix’s Vendor Central operations, Amazon advertising, Amazon Marketing Cloud measurement, creative development and commerce analytics.
Financial terms were not disclosed.
The appointment reflects a broader effort by consumer brands to integrate media buying, marketplace operations and profitability analysis rather than manage those functions through separate agencies and internal teams.
Nectar will use its iDerive platform to analyze product-level performance, contribution margins and incremental sales. The system also includes artificial intelligence connections designed to support reporting and campaign analysis.
Chris Baltusnik, Vitamix’s director of digital and e-commerce, indicated that the company selected Nectar based on its combined strategy, technology and senior-level operating model.
“Their iDerive platform and senior bench gave us confidence we’d unlock real, measurable growth, not just shift spend around,” Baltusnik stated.
Nectar founder and Chief Executive Officer Jason Landro framed the account as an opportunity to expand Vitamix’s Amazon market share while maintaining its premium positioning.
Chief Strategy Officer Youval Peltier emphasized that the agency will assess performance using measures beyond return on advertising spending, including product-level incrementality and profitability.
The agreement expands Nectar’s role in managing commerce operations for established consumer brands across Amazon’s North American marketplace.
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