Episode 551: Customizing fulfillment operations with Amplifier
Welcome to this episode of The New Warehouse Podcast, featuring Macon Stokes, CEO of Amplifier. Amplifier, a 3PL provider based in Austin, Texas, specializes in direct-to-consumer fulfillment, empowering brands to deliver unique customer experiences. In this episode, Macon shares his journey from sales to CEO and discusses how Amplifier approaches fulfillment with an innovative focus on shipment customization. He also introduces Amplifier’s new feature, Amplification, designed to enhance flexibility and personalization in logistics.
Redefining Fulfillment for Direct-to-Consumer Brands
Amplifier began as a fulfillment provider selling humorous calendars. “We thought, how hard could this be? We should just do this ourselves. And as it turns out, it’s super hard,” Stokes explains. Their early struggles managing high-volume shipments, including a partnership with the Livestrong Foundation, pushed them to develop scalable fulfillment solutions. Stokes recalls a pivotal moment when their system crashed due to exceeding 9,999 shipments in a day, prompting them to rethink their technology infrastructure. “That gave us a vision for a technological approach and a place to go,” he says.
Building Fulfillment Operations Through Adaptability and Data
From implementing warehouse management systems to introducing RF scanning, Amplifier evolved through trial and error. Stokes recounts observing pickers and recognizing inefficiencies, which led to the adoption of cart picking and detailed data tracking. “We switched from paper to RF the night before Black Friday because we had no choice,” he admits. The transition revealed unexpected insights, such as identifying the best pickers based on performance data rather than speed. “The data showed us that consistency mattered more than speed,” Stokes emphasizes. “We found that the fast ones slowed down, while everyone else sped up. The real insight came from observing: I learned that the quickest movers were often the least effective.” These learnings shaped Amplifier’s ability to balance flexibility with operational precision.
Direct-to-Consumer Fulfillment Customization at Scale
Amplifier’s new feature, Amplification, allows brands to personalize shipments mid-process, enhancing customer engagement. “Amplification lets brands change shipments in real-time, adding handwritten notes or gifts without disrupting the flow,” says Stokes. The system supports custom inserts and even product personalization, leveraging Amplifier’s patents on modifying shipments mid-flight. “It’s about enabling brands to send signals that resonate with customers, creating memorable moments,” Stokes adds. Amplification highlights Amplifier’s commitment to blending logistics efficiency with brand storytelling.
Key Takeaways
- Amplifier started as an in-house solution and evolved into a scalable 3PL, overcoming major technological and operational challenges.
- Leveraging data-driven insights improved efficiency and highlighted the importance of adaptability in warehouse operations.
- The new Amplification feature supports shipment customization, empowering brands to create personalized customer experiences.
