Crush-ing It: How Matt Rosenfeld Built a Standout Amazon Agency

Matt Rosenfeld didn’t set out to build an agency, but today, he’s the founder and CEO of CRUSH, a boutique Amazon-focused agency redefining how brands approach the marketplace. In this week’s Turning Pro episode, hosts Ben Sharf and Adrian Alfieri uncover how Matt turned a solo freelancing gig into a thriving 22-person business. The secret? Strategic growth, transparent client relationships, and staying laser-focused on the right opportunities.

Matt shares how CRUSH prioritizes quality over quantity, builds trust through full transparency, and maintains a reputation for saying no to the wrong clients—all while operating in one of the most competitive agency spaces.

Listen to Season 3, Episode 9 of Turning Pro on Apple Podcasts, Spotify, or YouTube.

10 Key Takeaways from Matt Rosenfeld’s Episode:

1.  Prioritize Strategic Client Onboarding: During CRUSH's high-demand Q4 season, Matt pushes new clients to Q1, protecting team bandwidth and maintaining performance for existing accounts.

2. Be Willing to Walk Away: Saying no to discounted or demanding clients strengthens long-term credibility and helps attract partners who respect your terms.

3. Honesty Builds Loyalty: Telling clients they aren’t ready for your services often leads to stronger relationships when they return better prepared.

4. Transparency Wins Trust: CRUSH operates with an open-data policy, allowing clients to see every performance metric and workflow. Trust grows when there’s nothing to hide.

5. Keep It Lean, Keep It Refined: Despite growing to 22 employees, CRUSH has avoided outbound marketing, thriving on referrals and a commitment to operational excellence.

6. Focus on What Works: Instead of chasing every shiny opportunity, CRUSH sticks to its core mission: helping premium brands thrive on Amazon.

7. Success Starts with Relationships: From Matt’s time studying in China to building manufacturer partnerships, strong personal connections drive better results.

8. Know When to Expand: While CRUSH owns domains for other marketplaces, Matt is cautious about overextending the agency before ensuring bandwidth and systems are in place.

9. Build Systems That Scale: CRUSH’s internal dashboards track every client’s performance in real-time, allowing the team to adapt quickly and deliver results.

10. Double Down on Relationships: Matt’s “turning pro” moment? Realizing that relationship management with clients and his team is the key to sustainable success.

Matt didn’t just build an agency. He built a playbook for thriving in a crowded market. He’s all about saying yes to the right opportunities, leading with honesty, and building a team culture that stands out. It’s proof that relationships and leadership are what really set you apart. For founders in the messy middle of building something big, Matt’s story is packed with lessons.

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