How Matthew Dwyer Launched The Impact Lab to Democratize Amazon Ads
From Amazon executive to purpose-driven entrepreneur! In this episode, Matthew Dwyer shares his journey from Amazon to founding The Impact Lab, a brand democratizing Amazon Ads insights—previously only accessible to enterprises spending hundreds of millions of dollars. Now, any brand can turn Amazon Ads data into actionable growth strategies. With the official website built by Relizon.ai, Matthew is making it easy for brands of all sizes to leverage insights for optimized impacts. Learn how Matthew:
- Turned his Amazon experience into a brand that empowers businesses
- Made the highest enterprise-level Amazon Ads insights accessible to everyone
- Partnered with Relizon.ai to bring The Impact Lab’s vision to life
- Shares actionable lessons for founders, innovators, and business leaders
Whether you’re starting a brand or growing an established company, this episode is packed with strategies to make your business smarter and more effective. Watch now to discover how data-driven impact meets purpose! Walkthrough:
- Intro & Matthew’s Amazon journey
- Launching The Impact Lab
- Democratizing Amazon Ads insights
- How Relizon.ai built the website
- Lessons in purpose-driven entrepreneurship
- Vision and advice for founders & leaders
Connect with Matthew Dwyer & The Impact Lab:https://theimpactlab.ai/ 
dwyermatthew Official launch announced on BusinessWire: https://www.businesswire.com/news/hom… Subscribe for more purpose-driven founder & investor stories and actionable business insights: 
/ @relizonai Launch and grow your brand? Talk with https://relizon.ai/
In this episode of the Relizon.ai Podcast: Live Dreams Daily, Matthew Dwyer former Amazon executive and Founder & CEO of The Impact Lab shares his journey from nearly a decade inside Amazon to launching a brand designed to democratize Amazon Ads insights that were once only accessible to enterprises spending hundreds of millions of dollars.
This case study brings together the full story from the podcast conversation and the official video description, capturing Matthew’s journey, vision, challenges, and lessons in his own words.
Introduction: When a Career Becomes a Calling
For Matthew Dwyer, leaving Amazon was not about walking away from success. It was about moving toward alignment.
“It just got to the point where it wasn’t even a choice anymore. I felt it deeply. I had conviction. I knew we could help customers and I had to do it.”
After nearly 10 years at Amazon, Matthew reached a moment many leaders experience quietly: the realization that comfort and growth were no longer pointing in the same direction.
That moment became the starting point for The Impact Lab.
Matthew’s Amazon Journey: A Decade of Global Leadership
Matthew spent almost a decade at Amazon, including leadership roles across advertising, ad tech, and professional services. His work spanned global teams across the U.S., Europe, Japan, and Latin America, giving him a rare, end-to-end view of how Amazon Ads truly works at scale.
One of his most important lessons?
“All business is local.”
Despite Amazon’s size and sophistication, Matthew learned that real impact comes from understanding people — local markets, local customers, and local teams.
“The American way of doing things doesn’t always translate. You have to understand local customers and give local teams a voice.”
This people-first mindset shaped his leadership style, hiring philosophy, and ultimately, the foundation of The Impact Lab.
Seeing the Gap: The Problem With Amazon Ads Access
Amazon Ads is one of the most powerful advertising ecosystems in the world spanning ecommerce, connected TV, streaming TV, and intent-based data.
But Matthew saw a recurring problem.
“The Amazon ads ecosystem is incredibly powerful but using its ad tech to harness that power is really difficult.”
While the data technically exists for everyone, only the largest enterprise advertisers had the resources, teams, and technical infrastructure to truly benefit from it.
“Often it’s the brands spending hundreds of millions that can afford to invest in accessing and using all this data.”
Smaller and mid-sized brands were left with complexity not clarity.
Why Data Alone Isn’t Enough
During his time leading Amazon’s Ad Tech Solutions team, Matthew helped build integrations and dashboards that unlocked valuable data for advertisers.
But something became clear.
“We would build these beautiful dashboards and hand them over and realize that alone didn’t solve the problem.”
Access to data was only step one. The real challenge was turning that data into action.
“The hard part is converting insights into decisions that actually impact your business.”
This insight became the catalyst for The Impact Lab.
The Birth of The Impact Lab
Matthew had always been entrepreneurial from running a house-painting business in college to owning a coffee franchise. But this venture felt different.
“I haven’t felt this strongly about something career-wise ever.”
Inspired by Jeff Bezos’ Regret Minimization Framework, Matthew knew he didn’t want to look back and wonder “what if?”
“This isn’t just a business. This is my calling.”
And with that clarity, The Impact Lab was born.
The Mission: Democratizing Amazon Ads Insights
The Impact Lab exists to make enterprise-level Amazon Ads insights accessible to everyone.
“We hope to help everybody not just the hundred-million-dollar advertisers on Amazon.”
By handling the complexity of Amazon’s ad tech integrations, data pipelines, and analytics The Impact Lab enables brands to focus on growth, strategy, and results.
Matthew explains it with a simple analogy:
“We want to be your Uber driver. You don’t need directions you just need to get from Point A to Point B.”
Building the Brand: Partnering With Relizon.ai
Launching The Impact Lab required more than technical expertise it required a brand that communicated credibility, clarity, and purpose.
“I’m not a creative person by nature. I tried building my own website and I wasn’t inspired.”
That’s when Matthew partnered with Relizon.ai to bring the vision to life.
“You didn’t just ask what you could build. You asked who I was, what I believed in, and what I wanted to create.”
Relizon.ai built The Impact Lab’s official website, translating Matthew’s values integrity, excellence, and long-term commitment into a clear, professional digital presence.
“It feels like such a big milestone and I couldn’t have done it without you guys.”
Values at the Core: Integrity, Excellence, and Long-Term Impact
The Impact Lab is intentionally built around long-term relationships not short-term wins.
“Long-term partnerships matter more than quick results.”
Matthew believes technology only matters if it creates real business outcomes.
“Building the coolest tech doesn’t matter unless it impacts a customer’s business.”
That belief is why the company is called The Impact Lab because impact is the only metric that truly counts.
Lessons for Founders and Leaders
Throughout the episode, Matthew shares practical lessons for entrepreneurs, innovators, and business leaders.
One stands out above all:
“Have conviction. It’s okay to be misunderstood for a long time.”
He adds another principle he carried from Amazon:
“Be stubborn on the vision, but flexible on the details.”
This balance allows founders to adapt without losing purpose.
Vision for the Future
Looking ahead, Matthew envisions The Impact Lab helping hundreds of brands unlock meaningful value from Amazon Ads.
“If we’re helping that many customers, it means we figured something out and we’re creating real impact.”
It’s not about size alone. It’s about sustainability, clarity, and trust.
Living Dreams Daily
The episode closes with a reflection on purpose.
“Living Dreams Daily is about choosing how you spend your time, in ways that create joy for you and others.”
For Matthew, The Impact Lab is not just a company, it’s an expression of that philosophy.
Conclusion: Where Data-Driven Impact Meets Purpose
This case study is more than a startup story.
It’s a story about conviction, clarity, and choosing purpose over comfort.
“It wasn’t even a choice anymore.”
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