Luzern eCommerce acquires Tambo for Amazon strategy boost

Luzern eCommerce has announced the acquisition of Tambo Marketplaces Limited, a UK-based technology and services provider.

The acquisition seeks to merge the strengths of Luzern's existing capabilities with Tambo's expertise, delivering a comprehensive 1P/3P service solution to clients. This merger promises a streamlined and potent approach towards eCommerce, particularly in retail optimisation and advertising through platforms such as Amazon.

A significant component of this acquisition is the unification of Tambo's specialized 1P solutions with Luzern's established 3P capabilities, aiming to offer a robust end-to-end solution. Luzern aims to incorporate Tambo's advanced consultancy services, data analytics, and knowledge of the Amazon Marketing Cloud into its service offerings.

The amalgamation of these resources aims to bolster brands by enabling them to effectively engage and convert consumers at every point in the value chain. Specific services include targeted advertising, strategically optimised listings, automated pricing solutions, AI-driven demand forecasting, and efficient inventory management systems.

With this acquisition, Luzern eCommerce also looks to integrate an upgraded version of its Channel Optimizer platform. This enhanced version introduces a Margin Optimizer tool that uses Generative AI to dynamically adjust prices in sync with real-time market conditions. This functionality is designed not just to compete on price but to maintain brand positioning and drive profitability.

Feargal Mooney, Executive Chair at Luzern eCommerce Group, commented on the acquisition, saying, "We're delighted to announce the acquisition of Tambo. This acquisition reinforces our position as Europe's No.1 eCommerce technology and services provider, enabling us to provide unmatched support to clients. With Tambo on board, we're enabling brands to unlock new growth, optimise their Amazon strategies, and scale profitably across channels."

Paul Adams, CEO of Tambo, also expressed enthusiasm: "Joining forces with Luzern eCommerce enables us to provide brands with an unmatched, all-encompassing eCommerce solution. Together, we're giving brands everything they need to succeed on Amazon and beyond, from strategy and execution to measurable growth."

The merger also focuses on enhancing customer acquisition insights by integrating Tambo's proficiency in Amazon Marketing Cloud analytics with Luzern's technologies. This integration is intended to optimise campaign efficacy across Amazon's platform, ensuring a better return on ad spend through targeted engagement and refined strategies.

Pat Sherlock, Co-Founder and Chief Product Officer at Luzern eCommerce, stated, "With the combined power of Luzern's Channel Optimizer and Tambo's market leading eCommerce technology platform, Tambo Compass, brands now benefit from a single destination for tech-enabled services that deliver the insights and strategic tools needed to elevate performance and scale profitably."

With this acquisition, Luzern continues to strengthen its position in the eCommerce market, focusing on advancing technology and expanding its service provision. This step aims to provide brands with the necessary insights and strategic frameworks to navigate eCommerce landscapes effectively and profitably.