Egypt-Based Amzolute Gets Acquired By US-Based InvenTel To Expand Its Marketplace Growth Capabilities

Amzolute, an Egypt-based B2B e-commerce service provider focused on artificial intelligence (AI)-driven adtech solutions for marketplace growth and ad optimization, has been acquired in an undisclosed all-cash deal by the US-based direct-to-consumer marketing and product commercialization company, InvenTel. 

Launched in May 2022 in Cairo, Amzolute, which is led by co-founder and CEO Ahmed El Hefny, supports e-commerce brands in scaling across online marketplaces like Amazon. It has served over 850 brands in more than a dozen countries, and in 2024, it also expanded to the UAE.  

“At its core, Amzolute helps e-commerce brands grow on Amazon and other global marketplaces through a combination of marketplace expertise, performance-driven execution, and AI-enabled advertising optimization,” El Hefny told Inc. Arabia. “More than anything, though, the company was built by a team that believed we could compete globally toe to toe with the best in the industry.” 

Inventel, which was founded in 1993, has over 30 years of experience scaling consumer brands across North America. It is known for its early leadership in direct response television and direct-to-consumer marketing. This acquisition thus enhances InvenTel’s capabilities in e-commerce and marketplace growth, while enabling Amzolute to broaden its client base, especially in North America, and contribute to supporting InvenTel’s wider portfolio of companies. 

For El Hefny, the decision to have Amzolute join InvenTel was driven by long-term strategic fit rather than timing or market conditions. "I did not really look at it as an acquisition versus scaling,” he said. “For me, it was more about what gives the business, and, more importantly, the team, the strongest next chapter. Over the last four years, Amzolute grew into a real operating business with strong marketplace capabilities, AI-enabled systems, and a team with deep expertise in this space. At a certain point, the question stops being just ‘Can we keep growing?’ and becomes ‘What is the right platform for everything this team has built?’ Strategically, the fit was clear: Amzolute strengthens InvenTel’s ecommerce and marketplace growth capabilities, while InvenTel provides a broader platform for those capabilities to scale further.”

Amzolute's acquisition also sits within a broader wave of cross-border interest in MENA-built tech companies, El Hefny noted. “I think it signals that the tide is shifting, and it is the MENA’s turn to shine,” he said. “For a long time, this region was looked at mainly as a market. Now, it is increasingly being recognized as a place where real capability is built. The MENA has world-class founders, exceptional operators, and an abundance of talent, that are all shaped by a level of resilience you can only develop by building in challenging environments.” 

For El Hefny, part of that shift in perception can be traced back to how the world of work changed after the global coronavirus pandemic. "After the COVID-19 crisis, as the world moved away from offices and toward remote and distributed work, more companies started looking beyond their own geography for talent, and many discovered there are hidden gems outside their traditional markets," he said. "I think that shift opened more eyes to what this region has quietly had for a long time: the talent, the grit, and the ability to build globally relevant businesses from here. Egypt, in particular, has a depth of talent that is still underappreciated internationally, and I believe we are only at the beginning of that story.” 

That belief in the region’s potential comes at a time when El Hefny is also considering his own next chapter after Amzolute. “Building Amzolute was one of the most intense and rewarding experiences of my life, and I am deeply grateful to the team that made it possible,” El Hefny said. “As for what comes next, I know I’ll always be drawn to building, and I already have a strong sense of the next problem I want to solve, but it is still too early to share anything concrete.” El Hefny's reflections on what comes next also align with a broader point about how entrepreneurs should approach exits. “For founders, my advice would be not to think about selling as the goal in itself,” he said. “The real question is whether the transaction creates the right outcome for the business, the team, and the next phase of growth. If the right strategic fit comes along and gives what you built a stronger future than you could create alone, then you take that seriously. But the decision has to be made from clarity, not fatigue.” 

Pictured in the lead image is Ahmed El Hefny, founder and CEO of Amzolute. Image courtesy Amzolute.