Power Digital Acquires pirawna and uptickk to Add Amazon and TikTok Shop Depth
Power Digital, the San Diego growth firm, has acquired Amazon marketplace agency pirawna and TikTok Shop agency uptickk. The deal puts marketplace specialists inside the same data and measurement stack Power Digital runs for DTC brands, with plans to add more marketplaces and physical retail later.
Where does a brand’s customer buy? On September 22, 2026, Power Digital announced it acquired pirawna, an Amazon marketplace agency, and uptickk, a TikTok Shop agency. The release on BusinessWire builds the deal around a shopper who moves between a brand’s website, Amazon, TikTok Shop, retail media and physical stores, while the agencies, teams and data behind that shopper sit in separate places.
What pirawna and uptickk Bring
pirawna has more than a decade of Amazon marketplace work behind it. The agency has worked with more than 500 brands and manages more than $1 billion in Amazon revenue a year. Jed and Miki Rawson co-founded it, and Jed Rawson leads both pirawna and uptickk as CEO.
uptickk works on TikTok Shop and affiliate management. TikTok picked it as one of four agencies for its beta program.
Power Digital adds both teams to its existing marketplace practice. The release says the combined business plans to expand into more marketplaces and connect physical retail over time.
One Measurement View Across DTC and Marketplaces
The marketplace teams join Power Digital’s groups for paid media, organic search, creative, lifecycle marketing, PR, affiliate and influencer marketing. The pirawna and uptickk teams also get Omega, Power Digital’s AI operating system, and fusepoint, its measurement and strategy consultancy. The stated goal is one view of performance across DTC, online marketplaces and retail media, so a brand can trace marketing spend to revenue across the channels its customers use.
Power Digital CEO Jeff Mason framed the deal in shopper terms.
“Consumers don’t think about DTC, Amazon and TikTok Shop as separate channels. They simply shop where and how they want. Brands need a growth partner that can understand that entire journey and connect investment to business outcomes across it. pirawna and uptickk have built exceptional marketplace businesses because they understand these environments at a level few agencies do. Combining that specialization with Power Digital’s growth, data and measurement capabilities is a catalyst for reaching the end-to-end commerce vision we’ve been building toward.”
The acquisitions follow Power Digital’s launch of a new AI ecosystem in August, built around marketing work with a person in the loop.
What Changes for Clients
According to the release, pirawna and uptickk clients keep their current teams and marketplace expertise and pick up the wider set of Power Digital services. Existing Power Digital clients gain Amazon and TikTok Shop specialists under one roof.
“We built pirawna and uptickk around a relentless focus on marketplace performance and the needs of the brands we serve,” said Jed Rawson, CEO of pirawna and uptickk. “Power Digital shares that same focus on outcomes while bringing capabilities that allow us to solve a much bigger part of the growth equation for our clients. We chose to come together because we see the same opportunity: to give brands the specialization they need combined with a comprehensive view of their customer and business.”
uptickk President and Co-founder Audrey Espinosa added, “[Power Digital’s] data powerhouse along with uptickk’s TikTok expertise will be a winning combination for clients.”
“The addition of pirawna and uptickk is about meeting consumers where they discover and shop, and together, we’re now positioned to deliver on that for clients in a much bigger way,” said Britney Schroeder, SVP of M&A at Power Digital.
What Commerce Teams Can Take From the Deal
A brand selling on its own site, on Amazon and on TikTok Shop often works with a different agency for each channel, and each agency reports results from its own data. Power Digital is betting that brands want those channels run by one firm and measured by one consultancy. For a brand weighing that setup, the question to ask is how the combined measurement will attribute a sale that started with a TikTok video and closed on Amazon.
About Power Digital
Power Digital describes itself as an AI-native growth firm working across marketing, technology and data intelligence. Over more than a decade its strategists, creatives, analysts and technologists have worked with thousands of brands and run thousands of MMM models and incrementality tests. That work now feeds its AI ecosystem, Omega, and its creative AI suite, Creative Affinity.
About pirawna
pirawna is an Amazon marketplace agency co-founded by Jed and Miki Rawson. The agency has worked with 500+ brands and manages more than $1 billion in Amazon revenue a year.
About uptickk
uptickk is a TikTok Shop agency that helps brands build, scale and optimize their presence on the platform. uptickk was one of four agencies selected for TikTok’s beta program.
PALAZZO served as exclusive financial advisor to pirawna in the transaction.
