Sofia
Three operators start building a better way to manage Amazon PPC.
Our story
It started with one bad Tuesday.
A misaligned search-term report sent six SKUs in the wrong direction. We built the system we wanted when the spreadsheet failed.
The beginning
Make Amazon advertising predictable.
So operators can run more brands, launch more products, and stop checking dashboards on Sundays.
Founded in Sofia, 20201,000+ brandsBootstrapped
Hristo, Nikolay, and Adrian were running private-label Amazon brands from the same small office. The tools were either expensive retainers or rule-based scripts that broke when Amazon changed a report column.
They pulled reports, cross-checked margin sheets, and nudged bids one keyword at a time. When one export arrived misaligned, six SKUs spent a full day's budget on terms that had not converted in three weeks.
Instead of patching the sheet again, they pulled PPC apart properly. The decisions were not as complicated as the tools made them look. They were just being made too slowly, too inconsistently, and without the product's context.
So they built that context into an algorithm, ran it on their own account, and let the results earn the next conversation.
Own account
The first algorithm runs against a real P&L before it touches another brand.
Time paid back
The tooling earns back the time spent building it.
More operators
Early customer brands join through trusted operator referrals.
How we work
Six rules we hold ourselves to.
The agency business is built on what clients do not see. We made the opposite bet: show every decision, log every reason, and let the operator override anything.
01
Decision ledger
Every bid change, budget move, and strategy call is logged with the reason.
02
No black boxes
You can read what the algorithm decided and override anything.
03
Operator-built
Every feature is tested by an operator with a real P&L on the line.
04
Compounding wins
Reliable and boring beats clever and fragile.
05
Methodology shown
Performance claims need methodology, sample size, and reproducibility.
06
Leverage, not layoffs
AI makes one strategist more useful. It does not replace the team.
The company in 2026
Numbers we can back up with a CSV.
A few facts about the team and the scale of the work. The methodology matters as much as the number.
$200M+ad spend managed monthly
8Amazon marketplaces
10people on the team
94%net revenue retention
1,000+brands on ADFIXER
2020founded in Sofia
The people doing the work
A Sofia-based team of operators.
Strategists and engineers who have sold on Amazon themselves. The founders are still hands-on every week.
01
Hristo Atanasov
Co-founder & CEO
Built ADFIXER from a kitchen prototype to a platform used by more than a thousand brands.
02
Nikolay Vuchkov
Co-founder & CPO
Started selling on Amazon in 2014 and wrote the first line of ADFIXER code.
03
Adrian Dyalkov
Co-founder & COO
Runs managed-service delivery, customer success, and the infrastructure behind both.
04
Mihael Djambazov
CMO
Runs marketing, content, demand, and the tests behind the positioning.
05
Borislav Atanasov
CFO
Owns pricing, margin, runway, and the numbers that keep the model honest.