Mindgruve has acquired Hamburg-based commerce agency Ameo, a longtime provider of Amazon advertising and analytics services in Europe, as the company deepens its presence in international retail media and cross-border commerce. The deal expands Mindgruve’s footprint in Europe and aims to help U.S. brands scale performance in Germany and other major European markets, where marketplace dynamics and measurement standards can vary widely.
Ameo, founded more than a decade ago, built its reputation early in Germany’s Amazon ecosystem and now supports enterprise clients across markets, including Germany and the U.K. Mindgruve said the acquisition gives it “boots on the ground” regional expertise in what it described as one of the world’s most complex Amazon environments. Germany is widely viewed as a critical entry point for U.S. brands expanding into Europe, and the combined company is positioning the market as a launchpad for broader regional growth.
Mindgruve also emphasized Ameo’s capabilities in Amazon Marketing Cloud, advanced analytics, and retail media optimization, arguing that those strengths will deepen the functionality of its Sightline platform, which the company describes as a predictive marketing and business intelligence offering. By integrating Ameo’s retail media and Amazon-focused execution with Sightline’s measurement and analytics stack, Mindgruve expects to offer enterprise clients more transparent performance reporting, improved insights, and greater consistency in how results are tracked across countries.
Ameo founder Sönke Hansen will join Mindgruve as SVP of Commerce for Europe, a move intended to maintain continuity with Ameo’s existing customer base while building out a broader European operating platform under Mindgruve. The companies framed the combination as a bid to bring more automation and standardized measurement to European retail media efforts, particularly for brands managing campaigns across multiple marketplaces.
The acquisition follows Mindgruve’s recent growth in the U.S. and Latin America and comes alongside continued investment in its commerce and retail media capabilities. Mindgruve pointed to the recent hire of former Amazon executive Spencer Lian-Thornton as part of that expansion, signaling that the company is building leadership and expertise around marketplace strategy as demand increases for retail media execution tied to measurable commerce outcomes.
Financial terms were not disclosed. Makanta served as financial and strategic advisor to Ameo on the transaction. Mindgruve said it now has more than 500 experts worldwide spanning strategy, creative, media, commerce, data science, and engineering.
KEY QUOTES:
“We’re seeing a growing number of U.S. brands look to Germany as the gateway to European commerce—it’s the region’s largest market and the second-largest Amazon market globally, which also makes it one of the most complex to navigate. To meet that demand, Ameo’s team will bring deep local and regional expertise with boots on the ground. Together, we’re establishing a scalable European platform that helps U.S. and global brands expand and perform more consistently across the region.”
Chad Robley, CEO, Mindgruve
“What stood out to us about Mindgruve was the strength of its analytics and technology—capabilities that are difficult to find at scale in the German market. Mindgruve brings an advanced measurement and agentic commerce approach that complements our Amazon and retail media expertise, and together we can offer European brands—and U.S. brands entering Europe—a level of transparency, automation, and performance intelligence that simply hasn’t existed here before.”
Sönke Hansen, Founder, Ameo; SVP Commerce, Europe, Mindgruve
