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About Us
Amazon Live Early Adopter & A-Lister Status
As an early participant in the Amazon Live beta program, WTI quickly established itself as a top-performing creator, achieving “A-Lister” status and building a highly engaged, loyal audience.
Through consistent, high-volume content production and performance-driven livestream strategy, WTI became recognized for its ability to turn product storytelling into measurable retail impact.
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WTI, formerly known as What Tool’s Inside, was founded in 2017 by the creators of Vurn Media LLC. What began as an innovative retail media concept in the tool industry—featuring live morning shows, interactive giveaway formats, and a proprietary product discovery app—has evolved into a leading Amazon-focused content and livestream marketing agency.
Today, WTI helps brands succeed in an increasingly competitive and AI-driven retail landscape by producing high-performing, discovery-ready video content designed to increase visibility, engagement, and sales across Amazon and beyond.
Built from the Ground Up in Live Commerce
From the beginning, WTI was built around one core principle: create meaningful, real-time connections between people and products.
Early initiatives included interactive live shopping shows and audience-driven giveaway formats that helped redefine how consumers engage with products online. This foundation in live commerce and audience engagement continues to shape everything we do today.
POV-Driven Content That Builds Trust
WTI specializes in authentic, point-of-view (POV) product videos and livestream shopping experiences that mirror how real customers evaluate products in real life.
Our content is designed to:
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Increase product discoverability
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Build consumer trust through authenticity
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Improve conversion performance across listings
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Drive sustained traffic from both Amazon and external channels
We focus on real people, real usage, and real outcomes—content that performs because it reflects how people actually shop.
Performance-Focused Amazon Marketing
As a verified Amazon Ads partner and continuously recognized Platinum Creator, WTI combines creative production with platform expertise to deliver scalable, performance-oriented campaigns.
We develop tailored strategies for brands looking to:
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Launch or scale on Amazon
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Improve content performance and conversion rates
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Strengthen brand presence through livestream and video
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Stay competitive in a rapidly evolving retail environment
Recognized for Authenticity and Results
WTI has been recognized across the retail and creator ecosystem for its commitment to authenticity, transparency, and performance-driven content strategy.
Our approach prioritizes credibility over promotion—delivering content that feels organic to consumers while driving measurable business outcomes for brands.
As Featured In:
Podcast Feature Highlight
WTI was featured discussing its unique approach to product content strategy, emphasizing the power of authentic POV video reviews and livestream shopping in building consumer trust and increasing engagement. The discussion highlighted the importance of high-quality, unbiased content in driving both on-platform and off-platform sales performance.
"Mat Burns of WTI discussed the company's unique approach to product reviews with videos and how powerful POV videos can help increase consumer engagement and trust with content created through video reviews and livestream shows. Mathew also emphasized the importance of having high quality contents that are authentic and unbiased that produces sales on and off Amazon. Overall, this episode highlights the value of WTI’s approach to product reviews through POV videos. So tune in and learn more."
Today
WTI continues to lead at the intersection of content, commerce, and discovery—helping brands adapt to the future of retail with video-first strategies built for Amazon and AI-driven search ecosystems.