About FLS
Meet your marketplace growth partner.
First Light Studios is a marketplace growth partner for established product brands. We help teams navigate catalog complexity, improve search visibility, and scale performance across Amazon, Walmart Marketplace, Shopify, and digital channels through structured strategy and operator-led execution.
Team Experience
Over 30 years of combined expertise.
Our experience spans brand building, Amazon Vendor Management, marketplace operations, and Amazon Advertising — earned inside Amazon, inside brands, and inside the agencies that serve them.
Joshua L.
Founder & CEO
A venture capitalist turned brand builder who has invested over $70M in startups. Started an Amazon brand in 2017 and exited in 2019, then led the 3P business at WPG, later acquired by MPG, responsible for over $107M in managed revenue.
Sejin S.
Operations Advisor
18 years of senior leadership, including over four years at Amazon as a Senior Manager in Vendor Management (DMM), responsible for 200+ vendors and 250K SKUs, then building and training teams at Amazon agencies.
Chris W.
Advertising Advisor
10 years in Amazon Advertising, including three years at Amazon as an AE for Amazon Advertising, and Director of Paid Media at CommerceIQ, responsible for $42M in annual ad spend driving $280M in advertising sales.
Years combined expertise
Managed revenue
SKUs overseen
Annual ad spend
These are career figures from our own team's prior roles — not client results.
Values
How we operate.
- 01
Courage
We take bold bets that create real outcomes.
- 02
Integrity
We do the right thing, even when no one's watching.
- 03
Inertia
When others stall, we move.
- 04
Pivot
We adapt fast, and keep clients ahead of the curve.
- 05
Respect
Everyone deserves to be heard and honored.
Our Mission
We empower brands committed to ethical practices, sustainability, and innovative product design to make a positive impact on people and the planet.
Who We Work With
Structured marketplace growth for brands ready to scale.
We typically work with established product brands, founder-led companies, and investor-backed teams looking for structured marketplace growth across Amazon, Walmart Marketplace, and digital marketplaces.
Established product brands
Generally below $50M in revenue, looking for more structured marketplace growth.
Founder-led companies
Teams seeking hands-on marketplace strategy and operator-led execution.
Investment & Operating Partners
Teams evaluating, stabilizing, or scaling marketplace performance across portfolio companies.
See how FLS supports diligence, stabilization, and portfolio-company growth.
Deep focus on Amazon and Walmart Marketplace
Amazon Ads Verified Partner
Walmart Marketplace Expertise