Amazon Conecta

Amazon Conecta is Amazon’s flagship seller event in Brazil. I’ve led four consecutive editions — from its first in-person edition in 2023 to its first sell-out in 2026.

The challenge. An event this size is easy to treat as a brand moment and hard to treat as a business investment. The mandate was to do the second: define the commercial objective first, design the experience around it, and measure what happens after — down to the individual attendee.

The hard call. For years the event was open to anyone who wanted a ticket — good for headline attendance, bad for everything else. Sponsors couldn’t tell who they were actually reaching, content had to serve first-timers and veterans at once, and there was no way to measure what the event did for a seller’s business. I made the contested call to close registration to verified, active sellers only — over real internal pushback about the attendance risk — and rebuilt the journey around seller profile instead: managed vs. unmanaged, FBA vs. DBA, each with its own content track. The bet showed up in the room, not on a slide: sponsor NPS grew 3.3x, with zero detractors, because for the first time the people at a sponsor’s booth were the people they’d actually paid to reach.

What I did. I moved the media model to organic-first: a Brand Ambassador program that turned sellers who’d already bought in into the event’s best distribution channel, cutting paid spend 95% without cutting reach. I also made the harder call to remove sponsor content from the main stage entirely, after a seller told us flatly that a sponsor’s pitch “wasn’t interesting to sellers” — Amazon’s own thought leadership took the mic back, and sponsors kept their value through booths and packages instead. And I introduced attendee-to-account identification at 100%, up from roughly 30%, so every registration could be tied to a real seller outcome rather than a name badge.

Proving it caused growth, not just correlated with it. That identification layer let me build something the event never had: a matched control group. Compare people who attended against similar sellers who didn’t, over the same window, and the gap is causal, not anecdotal — the first time the event’s commercial impact could be stated as fact rather than a nice story.

The result. Registration for the 2026 edition closed a week early — the event’s first sell-out. Attendance grew 2.7x. NPS landed in the excellent range. Sponsorship revenue grew 268% over three years. The attendee cohort showed 12.5% higher revenue than a matched control group within 14 days of the event, while net cost per attendee fell 24%.