About Amplience

We're building a world where there's no gap between insight and action.

freedom to do more

Amplience is an API-first, headless content management platform giving enterprise B2C and B2B commerce companies the freedom to do more. Serving more than 350 of the world’s leading brands including Crate & Barrel, Tumi, Traeger Grills, Argos, OTTO Group, Primark, and Very Group, we exist to help them deliver more powerful experiences. And we do that by putting the power to create those experiences in content, not code.

Our content and experience solutions for headless commerce get teams doing more, better, faster.

Reduce complexity. Transform productivity.

By simplifying headless content Amplience helps brands deliver more powerful experiences.

Amplience began in 2008 with a simple mission: empower retailers to deliver the inspiring experiences that convert customers. What evolved was a business dedicated to dramatically simplifying how commerce teams plan, create, manage, and deliver content. And what we are building now is world where there is no gap between insight and action. Because the power to create experiences lives in content, not code.

Commerce businesses that are overly reliant on code to make updates to their storefront struggle to deliver the engaging, rapidly changing digital experiences their customers want. But by reducing the complexity of the tools and processes that content and tech teams use, our products transform productivity, quality and delivery of high volumes of digital content.

Amplience is a sophisticated but simple set of tools to give enterprise commerce brands the freedom to do more with their content and experiences. Unleashing this freedom means faster mobile performance, higher engagement and increased sales.

We’re made for commerce. Designed for conversion. And engineered for performance. And we’re going to change how you think about the possibilities of commerce experiences.

What we believe in

The value of experiences

We understand what it takes to deliver the highest quality digital experiences. We’re focused on outcomes. And we’re dedicated to solving the whole experience problem.

Always on relationships

Everyone has a part to play in the success of the company and our projects. We are aligned with our customers’ business goals. And we deliver what we promise.

Building for the future

We seek to challenge the industry norms wherever we can. This means we’re relentless in our pursuit of better and constantly pioneering the next iteration of the modern tech stack.

The Power of teams

Powerful teams mean more powerful experiences. Collaboration is at the core of Amplience. We listen to how teams want to work, consult on how make our products better and then make it happen.


Led by board member Gabrielle Hase, the Amplience Advisory Council brings together key people from the industry to help us shape the future. The strength of our willingness to collaborate, listen and learn means we attract leading voices from within commerce and retail who want to see change.

We ask key questions at key points in time. And the voices around the table change depending on what those questions are. Getting insight on specific strategic direction and challenges that we’re looking to solve keeps our solutions relevant and useful for the very people who need us to make a difference. Which is exactly what we do.



James Brooke

Founder and CEO

James founded his first internet company in 1994, and since then has been at the forefront of new media and ecommerce as an entrepreneur and as a leader in the most innovative global agencies and consultancies. As CEO and co-founder of Amplience, the leading customer-first commerce experience platform, James is committed to building a world-class software company that is at the heart of digital transformation initiatives in every sector.

Rory Dennis

Co-founder and GM

Rory co-founded Amplience and subsequently moved to the US in 2013 to develop Amplience’s presence in the North American market. Rory’s background was in telephony, at VOIP pioneer Net2Phone in New York, and then at Telefonica O2 where he worked on the Interactive Media team. When not off golfing, Rory can sometimes be found working at the NY office.

Will Turner


Will, a chartered accountant, was previously Group Financial Controller of a £500m listed VC business and has successfully exited two companies by IPO, raising over £70m from the public markets. He qualified with KPMG in London and has a BA in Economics.

John Williams


John is responsible for Amplience’s research and development and has a track record of matching technical innovation with business strategy. John was previously CTO and Head of Technology at LBi, the global digital agency, and has an MBA from Imperial College.

Rob Walter


Rob is responsible for global sales and revenue operations at Amplience. He has previous experience leading sales and revenue generating teams at Salesforce, eBay and ChannelAdvisor. Overall, Rob has been leading sales organizations for over 12 years and brings a track record of exponential growth and success.

Thom Armstrong

VP, Solutions

Responsible for creating and executing go-to-market solutions for Amplience, Thom joined the company after successful stops at two leading commerce platforms. Most recently he was at Demandware (acquired by Salesforce) where he held multiple roles, including Regional Vice President. Before that he was at ATG (acquired by Oracle) as a Solutions Engineer. Thom enjoys visiting Amplience HQ in London whenever possible so he can sneak a trip over to the Emirates and see his beloved Arsenal.

Ben Collier

VP, Client Services

Ben runs the global Client Services team and enjoys helping customers compete and succeed by leveraging innovative and disruptive software. Previously running Software Delivery and Customer Success teams means customers are primed for success from the start of onboarding and throughout the customer lifecycle. Ben’s been helping an enviable customer list for over 20 years, loves solving problems and has an MPhys from Oxford.

Jon Morgan

HR Director

Jon is an FCIPD-qualified senior HR leader with a broad background and both strategic and operational experience. He has worked in corporate and start-up technology businesses for over 20 years and been instrumental in guiding these to success in The Sunday Times Top 100 Best Companies to Work For. At Amplience, he has transformed both our employee engagement, and training and development output. Jon has helped raised thousands of pounds for charities through fundraising and organising cycling events.

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