Barrel Holdings acquired AO2 Management, a full-service Amazon agency with deep retail media capabilities, to strengthen its Amazon and retail media expertise and expand its portfolio across performance marketing and marketplace operations.

Our Role:

• Barrel Holdings’ leadership met AO2’s founder, Nathan Neeley, at The Fortia Group’s New York Acquiror Summit, a dedicated mid-market conference for acquirors of technology focused companies.
• The Fortia Group supported Nathan through the deal process, including reviewing financial models and key transaction documents to navigate underwriting requirements and evolving performance dynamics through closing.

The transaction underscores continued consolidation and capability-building within the Amazon and retail media agency ecosystem.

About AO2 Management

AO2 Management is a premier Amazon agency offering full-service solutions, including strategic advertising management, comprehensive operations support, inventory management, and compliance expertise. AO2 serves a diverse client base across consumer packaged goods, home goods, electronics, and more.

About Barrel Holdings

Barrel Holdings acquires, manages, and grows specialized agency businesses across various sectors, providing strategic oversight, centralized operational resources, and growth-driven frameworks. The company is committed to long-term stewardship, sustainable growth, and operational excellence.