About

A marketplace practice run by someone who has held the P&L.

Prime Guidance® is the AI-first marketplace consultancy of All Industry Consulting LLC, founded in 2014 by Steve Yates in Dallas–Fort Worth, Texas.

Steve Yates, founder of Prime Guidance and All Industry Consulting LLC

The firm

Steve Yates founded All Industry Consulting LLC after leadership roles at Amazon (including General Manager, Sports / Fitness / Outdoors at Woot), Dick's Sporting Goods, and eBay Enterprise. Prime Guidance® is the specialist practice for Amazon, Walmart, eBay, Target, TikTok Shop, and adjacent marketplaces. The practice is an Amazon and Walmart Marketplace agency partner.

Since 2014 the firm has advised hundreds of consumer product brands. Engagements are scoped to the work, with the explicit goal that clients become self-sufficient. Coaching, interim marketplace leadership, full-service management, and done-for-you PPC are available — including sitting in the operator seat when you have a gap to fill. The AI-first rebuild of the practice is the same thesis with better tools: operators stay in the chair, AI models take the grunt work.

Steve hosts Prosperous Sellers, the marketplace podcast for operators.

Based in Dallas–Fort Worth, Texas.

Download our company overview (PDF)

Prime Guidance® is a registered trademark of All Industry Consulting LLC on the Principal Register of the USPTO.

Founder

Steve Yates

CEO / Founder

Steve has held leadership roles at multi-billion-dollar Fortune 500 retailers including Amazon, Dick’s Sporting Goods, and eBay Enterprise. He brings 30+ years in retail and 25+ years in ecommerce to every engagement — and founded Prime Guidance and All Industry Consulting LLC in 2014. He hosts the Prosperous Sellers podcast and is available for speaking engagements, including Prosper Show.

Career highlights

Amazon (Woot) · 2012–2014
General Manager, Sports / Fitness / Outdoors
Sales +60%, gross margin +600 bps.
DICK'S Sporting Goods · 2010–2011
Divisional Merchandise Manager, eCommerce
Sales +38%, gross margin +290 bps.
eBay Enterprise (GSI Commerce) · 1999–2010
Director / Divisional Merchandise Manager
Electronics division generating $100M+.

Our advisors have decades of experience at companies including Amazon, Costco, DICK'S Sporting Goods, eBay Enterprise, FootAction, Fossil, Hasbro, JCPenney, Saks, Sears and Staples. Several are former Amazonians.

65+ LinkedIn recommendations · Listen to Prosperous Sellers · All Industry Consulting LLC

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