Challenge
Veeqo is Amazon’s multichannel shipping and inventory management software, acquired in 2021 to help merchant-fulfilled sellers benefit from Amazon’s logistics capability. When I joined, the UK-built product was launching into a mature US shipping market with significant gaps in capability, performance and quality, and limited resources to close them.
Problem to solve
Sellers needed lower shipping costs while maintaining fast, reliable delivery. The product also needed to make high-volume fulfilment faster, resolve critical quality problems and reduce friction in the onboarding journey.
I introduced a voice-of-seller mechanism that combined sales, support and direct customer feedback. The process grew from manual analysis into an automated system aggregating Salesforce, Intercom and Productboard feedback; LLMs later accelerated annotation. I weighted feedback by shipment opportunity, revealing three themes: lower shipping costs, faster fulfilment and improved quality.
Choices
I introduced a customer-led prioritisation approach to focus limited resources on the greatest shipment opportunity. The strategy paired carrier choice and rate transparency with workflow speed, platform reliability and deeper integration with Amazon’s seller ecosystem.
Action
I led launches for low-cost services from USPS, UPS, FedEx and Amazon Shipping, alongside rate sorting, filtering and comparison. I designed Veeqo Credits, a rate-shopping API, onboarding improvements and a pilot enabling Shopify and Walmart orders to ship from Amazon Seller Central. I also drove performance instrumentation, front-end refactoring, rate prefetching, workflow improvements and a shipment-impact prioritised bugs backlog.
Working across the organisation
I joined sales and support calls, visited customers and read seller forums. I worked with carrier managers, product, design, engineering and leadership teams, as well as teams across the core application, acquired backend, Amazon’s carrier-aggregation service and individual carriers.
Measured outcome
Helped grow Veeqo from US launch to the number-two US shipping platform by merchant-fulfilled shipment volume, processing hundreds of millions of shipments annually. I reduced P90 load time for 100 orders from 56 seconds to 4.2 seconds. I simplified onboarding from eight steps to one, increasing click-to-signup conversion by more than 30% across pre- and post-launch periods, while also seeing significant reductions in error rates and in seller feedback about quality issues.
Reflection
The role reinforced the importance of gathering and analysing customer insight at scale, then using that mechanism to prioritise the right investments. It also showed how vital modular software is when it must work alongside customer processes built up over decades.