# Flywheel

> Flywheel is a Baltimore-born digital commerce company that helps brands grow on Amazon, Walmart, Instacart and 400-plus other online marketplaces. Born in 2014 as one of the first specialists in the messy mechanics of selling through Amazon, it pairs cloud software (the Flywheel Commerce Cloud) with managed services across retail media, retail operations and market intelligence. After being bought by Ascential and then by Omnicom for roughly $835 million in 2024, Flywheel now serves more than 4,500 brands - including over half of 2022's top 100 publicly listed CPG companies - with about 2,600 colleagues across the Americas, Europe, APAC and China.

- **Founded:** 2014
- **Headquarters:** Baltimore, Maryland, United States
- **Founders:** Chip DiPaula (Co-Founder), Patrick Miller (Co-Founder)
- **Team size:** ~2,600 employees
- **Products:** Flywheel Commerce Cloud, Retail Media Management, Market Intelligence (Edge), Retail Operations, Strategy & Consulting
- **Notable:** One of the first specialist Amazon advertising agencies (founded 2014), Grew to be the largest advertiser across Amazon, Walmart, Instacart and other leading marketplaces, Acquired, created and integrated twelve industry-leading businesses into one platform

## Products & services

- **Flywheel Commerce Cloud** — A cloud-based suite of self-serve software for managing retail media, the digital shelf and marketplace performance across Amazon, Walmart and hundreds of other platforms.
- **Retail Media Management** — Software plus managed media services for planning, bidding and optimizing advertising in competitive retail-media auctions on Amazon, Walmart Connect, Instacart and more.
- **Market Intelligence (Edge)** — Data, analytics and benchmarking on market share, pricing and the digital shelf - the legacy of Edge by Ascential.
- **Retail Operations** — Catalog management, content syndication, supply-chain and fee-recovery services that keep brands' products live, accurate and in stock.
- **Strategy & Consulting** — Full commerce strategy and execution, opportunity and profitability assessment, and upskilling for brand teams.
- **Return on Consumer (ROC) Dashboard** — Analytics product launched in 2025 that uses Amazon shopping, streaming and browsing signals to measure and forecast the long-term value of a brand's customers.

## Achievements

- One of the first specialist Amazon advertising agencies (founded 2014)
- Grew to be the largest advertiser across Amazon, Walmart, Instacart and other leading marketplaces
- Acquired, created and integrated twelve industry-leading businesses into one platform
- Subject of Omnicom's largest acquisition ever (~$835M, closed January 2024)
- Serves 4,500+ brands across 400+ digital marketplaces worldwide

## Latest updates

- **2023-10** — Flywheel rebrands its acquired businesses under one global Flywheel name and announces the Omnicom deal.
- **2024-01** — Omnicom closes its ~$835M acquisition of Flywheel - its largest ever - making Flywheel a global commerce practice area.
- **2025-11** — Launches the Return on Consumer (ROC) Dashboard to measure long-term customer value on Amazon.

## Links

- Website: https://www.flywheeldigital.com
- LinkedIn: https://www.linkedin.com/company/flywheel-digital
- Twitter/X: https://twitter.com/edgeascential
- Facebook: https://facebook.com/edgeascential

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Profile page: https://yespress.io/flywheel
Published by YesPress — https://yespress.io
Last updated: 2026-06-02