Features
Mud: Shtetl to Shoah
By DAVID TOPPER A Note to the reader: I will preface this story with a remark about me. I often write stories and poems using the pseudonym Dee Artea (pronounced D R T, my monogram) when writing in a female voice. But this is the first time I have put Dee into a story.
I’m trying to decide what to do with the document that you’re reading. You’ll see shortly, I’m sure, what I’m talking about – that is, if you read on.
I don’t know what to do. I’m stymied. And it’s all because of this new assistant I hired. Dee Artea, who refuses to tell me anything about her past. Not where she’s from, her family, nor even the origin of her name. Nothing. Beyond her being Jewish, I don’t know anything about her.
Well, to be precise, I didn’t hire her, and I guess calling her an assistant is not quite right either – since we’re living together. So, I can’t really fire her, can I?
Which is why – or, at least, one reason why – I’m stymied.
Plus, it just occurred to me that you may agree with her point of view – and then, so-to-speak, take her side on this matter. Well, so be it. Still, what to do?
Many readers will agree with me. My point-of-view, I’m sure. Yes. I am.
There you go. That’s my friend Dee, butting in and making her point. Forcefully, I would say. What should I do about her, short of putting a password on my computer?
In the meantime, I need to bring in some back-story.
It all started when Dee saw my heart-rending book of Roman Vishniac’s photographs of Jews living in the Pale of Settlement in the 1930s. … Wait, before that: I wanted to write something for the local Jewish paper about the pogroms of the late 19th & early 20th centuries as precursors to the Shoah. … No, that’s not it, either. … I need to go … further back. Yes, here goes.
I first met Dee, who was out of a job. I think she got fired for insubordination and th—
That’s what my boss called it. Actually, I was just correcting his mistakes. Proofreading and such.
Okay, anyway, we met one warm day this past spring when I was sitting on a bench in the English flower garden in Assiniboine Park, reading a book. As she walked by, she noticed that I was reading a book of stories by Sholem Aleichem, so she sat down beside me and started a conversation. She immediately told me that Sholem Aleichem (meaning “peace to you”) was the pseudonym of Solomon Rabinowitz, born in the Ukraine in 1859 and one of the most famous Yiddish writers of fictional stories of shtetl life; but, having witnessed a vicious pogrom in 1905, he emigrated, and eventually settled in New York City for the rest of his life – all of which I already knew (well, maybe not the exact dates).
It was quickly clear that Dee was bright, Jewish, and knew a lot about some of the same things that fascinate me in Jewish culture and history. We “hit it off” as they say. Indeed, it was uncanny how much we thought alike – well, at least, on most things. When we parted and decided to meet on this same bench the next day, I thought to myself: bashert.
That’s a very strong statement, I’d say. Don’t you think?
Yes, indeed.
Well, clearly, I liked her. But I must say that I wasn’t attracted to her. She was friendly and all, but not physically appealing. To be honest, she looks a lot like me – which isn’t a compliment, since I’m a man. We are moreover about the same height, complexion, and body weight. There’s nothing particularly feminine about her physique and manners. Nonetheless, over time (really the short time we’ve been together) I’ve moved beyond these external matters, as we’ve become closer, a lot closer, as intellectual – and I might even say, as spiritual – mates.
Despite looking alike, we have different personalities. I’m the rational, level-headed guy, calm (at least, externally so) under pressure. Whereas Dee is passionate, compulsive, and readily shows her emotions. Of course, there is nothing unusual about this classic male/female dichotomy. Cliché? Well, so be it.
You know, there’s a reason for all of this, eh?
In subsequent meetings – initially in the park, then later in my home – I showed her my writings and told her about my research and plans for an essay on the 19th & 20th century pogroms, as portending the Shoah. She was very knowledgeable on this topic, and diligently read over the draft of my essay, correcting my mistakes as she went along. Her proofreading I found very helpful and not at all intimidating. Her changes to my original draft made it a much better essay. And I’m thankful to her for it.
As you should be.
Once she moved in with me, she had access to all my books. Quickly she read all the stories I have by Sholem Aleichem, which was the catalyst of our relationship, as you know. Next came Roman Vishniac’s book, mentioned before. Specifically, it’s called A Vanished World, published in 1983, with 180 photographs of life in the shtetls in Eastern Europe between 1935 and 1938.
Either Dee found it, or I pointed it out to her – but, in either case, she read the book and devoured it. She could not stop speaking about it for days – yes, days. She was that obsessed with it.
Yes, and I’m still obsessed because these pictures are almost too painful to look at. They break my heart. They should break yours too.
Yes, I agree. And it occurs to me that this is a good time to bring in some more back-story. Here goes. Roman Vishniac (1897–1990) was born in Russia and grew up in Moscow. In 1918 the family moved to Berlin (ironically because of the rise of anti-Semitism in revolutionary Russia). Hence it was from Germany, although sponsored by – namely, paid for – by the JDC (American Jewish Joint Distribution Committee), that Vishniac made several trips into Eastern Europe to photograph Jewish life. He frequently used a hidden camera to capture everyday life in the world of the shtetl (Yiddish, for “little town”), as immortalised, as was said, in the stories of Sholem Aleichem.
Since his trips took place in the years 1935-1938, the title of his book, A Vanished World, had a doubly tragic meaning: that the world of the shtetls was gone, but so were the lives of the people in the photographs, almost all of whom most likely perished by coldblooded murder. Vishniac himself narrowly avoided being another victim of the Shoah, but luckily ended up in 1940 as a refugee in the USA – alive, yet penniless, trying to make a living by taking pictures of people in and around New York City.
You know, he once took a series of pictures of Einstein.
I know.
Ah, of course, you would know that. Oh, and did you know that there is a crater on the planet Mercury named Sholem Aleichem?
Yes.
As I suspected.
As mentioned, many of Vishniac’s pictures were taken in the Pale of Settlement in Eastern Europe. This was a clearly marked area, roughly comprising Lithuania, Ukraine, Belarus, and parts of western Russia and eastern Poland (including Warsaw). It was the creation of Imperial Russia under Catherine the Great and was controlled by the Russian army. Recall, for example, that the Jews in 16th century Venice were segregated or quarantined into what was called for the first time a “ghetto.” Well, I would call the Pale of Settlement that began around the late 18th century, a ghetto writ large. Except for Jews with specific professions, businesses, or other situations (such as Vishniac’s father, when they lived in Moscow), all Jews were forbidden to live or even to just be anywhere outside the Pale (such as in Russia proper) – a rule that was strictly enforced until 1914, around the start of the First World War.
Since Vishniac grew up in Moscow, he had a childhood that was fundamentally isolated from Jewish culture.
Yes, that’s true. Thus, those years in the Pale were his first exposure to shtetl life. Incidentally, to be accurate, the area over which Vishniac roved in those years 1935-1938 encompassed more than the Pale. It also covered other parts of Eastern Europe, such as Austrian Galicia, the Kingdom of Romania, and the Kingdom of Hungary – for they too had shtetls scattered throughout their lands.
Nonetheless, having so many Jews concentrated in such small areas between the east and the west, made them (crudely put) sitting ducks. Or, switching metaphors, the Jewish shtetls were islands in a sea of Christianity, prone to occasional violent storms or even hurricanes of hostility, often resulting in the loss of life. This was true, first with the series of pogroms out of Imperial Russia in the 19th and early 20th centuries in the Pale of Settlement; then, later, as armies criss-crossed Eastern Europe during and between the two World Wars. Whether it was the German army moving east, or the Russian army moving west – it didn’t matter. With the breakdown of the rule of law, murder became ordinary: gentile neighbours just walked in and killed Jewish neighbours, confiscating their homes, belongings, and land. The lawlessness often led not only to brutality, where Jews could be slaughtered where they lived, but also to sadistic acts of humiliation, torture, and rape – before being butchered. Then there were the mass executions where men, women, and children were marched into nearby forests or open fields or over ravines or along riverbanks by German army units, often accompanied by local militia (collaborators), and shot point blank – the bodies then dumped into mass graves or allowed to float down rivers to a grave in the sea.
Do you know what happened in Latvia under German occupation?
Sadly, I do. In German-occupied Latvia, a blue bus of commandoes (Germans and locals) traveled the countryside for six months (July – December 1941) killing the Jews of the towns and villages, murdering over 22,000 innocent children, women, and men – one-third of the population of Jews in Latvia. They went on to assist in other killings, so that the entire Jewish population of Latvia – minus a few survivors – died in the Shoah. These Nazi mobile killing units, roaming throughout Eastern Europe, slaughtered more than one-million Jews – often wiping out entire communities. Such extreme, excessive, meaningless, malicious, senseless, and unprovoked cruelty – is unique in history.
Importantly, today sites of these past atrocities are being excavated in Eastern Europe, as this mass murder is finally, painstakingly, and painfully exposing its gruesome tale.
Yes, finally. Historian Timothy Snyder has called these the European “killing fields.” Let me put it in perspective this way. Probably the common mental image of the Shoah for most of us is that of emaciated prisoners in a concentration camp, such as Auschwitz. However – and this is not commonly known – in fact, more Jews died in these killing fields than in all the camps combined. It’s what has been called “the other Holocaust.”
As you know, I too have read Snyder’s book. I agree with him when he says that “the crime of the Holocaust was unprecedented in that it was the only such attempt to remove an entire people from the planet by way of mass murder.” Indeed, he calls it “the single most murderous outburst in human history.” You know, I sometimes have trouble sleeping at night, knowing so many died in vain, while I’m living peacefully in my bubble in Winnipeg.
Yes, Dee, me too, as you know.
But back to life in the shtetls throughout Europe because there’s more I want to say, starting with another topic that deeply haunts me.
Ah yes, the other Vishniac book.
This other book is titled Children of a Vanished World, published in 1999 (after Roman died) and it is edited by Mara Vishniac Kohn (Roman Vishniac’s daughter, who chose the pictures from her father’s massive oeuvre) and Miriam Hartman Flacks (a Yiddish scholar). The text is in Yiddish (with English translations), plus some poems and music. The main motivating force of the book (for me, at least) is the imagery: 70 black & white photographs, exclusively of children, making it another “Vishniac book” that tugs deeply at the reader’s emotions. So many child Shoah victims: 1.5 million, who perished in the madness of hate – epitomized in these 70 or so innocent faces.
So difficult to look at these pictures and not imagine how, in addition to their already hard lives in the shtetls, they were destined to experience a horrific fate.
To me, the photographs reveal how the life of many shtetl dwellers was, in itself, miserable.
Yes, life in the shtetl was much worse than most of us realize. Actually, it’s there in Sholem Aleichem’s stories, if you look closely.
True, although there were also wealthy Jews here and there. Rich merchants, for example, usually living in large cities, such as Warsaw, Cracow, or Lviv. Perhaps epitomized by the Rothschilds in Paris.
Remember Shalom Aleichem’s story “If I were Rothschild?” An amusing little story where he dreams about what he would do with all that money, starting with paying for his Sabbath meal, then further helping his family, friends, others, and then all the Jews of the world. In fact, with all that money he could end all wars. But then he realizes that the source of all this trouble is money itself, and so he eliminates money altogether.
And so, he ends by asking: How will I now provide for the Sabbath? – thus coming full circle. Which brings me back to the lowly life of most Jews, especially in the Pale and other shtetls, which was economically bleak, with many living in poverty. Women worked almost exclusively in the home, of course. Men were primarily tailors, artisans, shopkeepers, carpenters, cobblers, push-cart peddlers, and tax collectors – as such they often interacted with their non-Jewish neighbours in the village and sometime at weekly fairs. Few Jews farmed because (with some exceptions) Jews were not permitted to own land. When they did own land, what was allotted was often of poor quality for growing crops. Overall, therefore, they were forced to live in the shtetls, where the buildings were shabby wooden structures, and the streets were unpaved.
Yes, and unpaved roads turn to mud when it rains. Mud, mud, lots of mud. Allow me to quote from a landmark book on shtetl life: “In the summer the dust piles in thick layers, which the rain changes to mud so deep that wagon wheels stick fast and must be pried loose by the sweating driver, with the assistance of helpful bystanders. …When the mud gets too bad, boards are put down over the black slush so that people can cross the street.”
Yes Dee. And because of the extensive poverty, Jewish organizations within the shtetls set up a social welfare system, with free medical treatment for the poor. According to some historical statistics, no shtetl in the Pale had fewer than about 15% of Jews receiving tzedakah (charity or relief). Some sources say the number was even as high as over 30%.
There is nothing to romanticize about in such a life. Believe me. A life steeped in mud.
Agreed. Nonetheless, and against these grave odds, the Yiddish-speaking culture flourished. Valuing education and intellectual proclivity, most males were literate (unlike many of their gentile neighbours, such as the peasants).
Here’s a line from a story by Sholem Aleichem: “Earlier in the day the ice had begun to melt, and the snow had turned into waist-high mud.”
The modern Yeshiva system developed too; here students learned Hebrew under a melamed (teacher), of course Hebrew being the alphabet of Yiddish. Showing Jewish fortitude and resilience, they were able to make a life out of the bleak world of the shtetl.
“Joseph the Righteous took my hand and we leaped across the mud. Night was drawing closer and closer, and the mud became deep and deeper. I imagined I had wings, I was being wafted in the air.”
For them the “shtetl” was not the place: it was the people. And the “home” was not the house: it was the family.
“I was plodding through the mud alongside Methuselah, … who pulled his legs from the mud.”
Such dogged spirit produced Sholem Aleichem, whose most well-known creation was Tevye the Dairyman.
“Well, from all the good luck, nothing is left, but nothing, nothing but mud.”
From his stories of Tevye came the Broadway musical and film Fiddler on the Roof. One of the highlights of Fiddler is the scene showing a pogrom, which disrupts the otherwise joy of a wedding scene.
“They slogged through the clay mud and seated themselves on a log.”
As depicted in the play and film, however, this pogrom is mild as far as pogroms go; it’s more like a nasty act of vandalism.
No wonder Philip Roth called Fiddler “Shtetl Kitsch.” And Cynthia Ozick said it was an “emptied-out, prettified romantic vulgarization” of literary master Sholem Aleichem’s Yiddish tales.
One of the first series of pogroms took place in Odessa in 1821, where 14 Jews were killed.
“Around here the mud is so deep that it took the wagon all night to pull through the town.”
But in the late 19th century and into the 20th century it got worse. A series of about 200 pogroms took place from 1881-1884 in the Pale. Thousands of Jewish homes were destroyed. At least 40 Jews were killed and there are reports of 100s of rapes. The next wave was 1903-1906 and much bloodier with over 2000 Jews killed.
“For a time, it even looked as if I might spend Passover axle-deep in mud.”
Thus, from the 1880s to about 1914, over 2 million Jews emigrated out of Russia ending up primarily in the UK, USA, & Canada. I’m sure many readers are where they are today because their forefathers and foremothers came over in one of those human waves.
“She admits that she’s a tinderbox. When a bad mood hits her, she’ll throw mud at anyone.”
Sounds like you, Dee. You, the passionate one.
“We greeted and shook hands, with me knee-deep in the mud.”
But this is enough, already. Stop it. Yes, Sholem Aleichem called attention to the role of mud in shtetl life. So Dee, you’ve made your point.
Time to end this tale. … Now!
And, Dee, you know what? Despite my original misgivings about your insufferable intrusions in my story – I’ve decided to keep them where they are, for they force me to acknowledge the hardship of the Jews in the shtetls. Considering that this culminated in the Shoah, I see them as appropriate for such a terrible tale that is often difficult even to fathom.
From mud in the shtetl to mud in the mass graves – mud has become for me both a reality and a metaphor for all the pain and sorrow of our people in Europe before the rebirth of Israel.
Albert Einstein was mentioned by Dee, and so I’ve added this, to give some levity to what is otherwise grim and depressing.
As mentioned before, when Vishniac was a new immigrant in New York he earned a living by photographing people. One day he traveled to Princeton, New Jersey, where Einstein lived. Vishniac falsely told the guard at the Institute where Einstein worked that they had known each other in Germany, and thus gained access to Einstein’s office. Einstein was sympathetic to a fellow Jew, a refugee too, and thus allowed Vishniac to take pictures of him while he was working in his office that day doing mainly mathematical calculations, either on paper at a desk or on several blackboards on the walls. Among the many famous portraits of Einstein is one by Vishniac, which you will find on the Wikipedia website for “Vishniac.” I must say, however, that I question the assertion there, that it was Albert’s favourite portrait of himself.
I also wish to point out that throughout the 1930s and into the 1940s, Einstein, using his celebrity status, worked tirelessly writing letters and such, to get Jews out of Nazi Europe – and was successful in many cases.
Since Fiddler on the Roof was mentioned above, here are a few comments on it, considering the theme of this story.
First, Fiddler was preceded by the Yiddish movie Tevya by Maurice Schwartz in 1939, a symbolic year, with the start of the Second World War. Although once thought to be lost, a print of the film was discovered in 1978, and it is now in the US National film Registry by the Library of Congress. In black & white, with English subtitles, Tevya is worth watching for historical reasons, but otherwise it also romanticizes the lives of the Russian Jews. Indeed, it ends, not with a pogrom, but a mere eviction of Tevya and his family from the village they were born into. Incidentally, there were also some earlier theatre productions based on the life of “Tevya the Dairyman.”
As for Fiddler – music by , by , and book by Jose – it was first a stage musical in 1964. The title comes from a painting by Marc Chagall (who made a harrowing escape from the Germans by being smuggled out of Nazi-occupied France in May 1941), and as such, the set and scenery of the stage productions mostly reflected the brightly coloured palette of his paintings. The 1971 film, in colour, was probably grittier and more realistic than most of the stage productions. Nonetheless, after watching it again, I must say that it lacks the necessary mud. There’s lots of dirt, well-packed dirt, and the occasional dust – but no mud. Not until the very end, when all the villagers are leaving Russia in the winter, with a layer of snow on the ground; and, at one point, a wagon gets temporarily stuck in a (muddy?) rut, but it’s immediately pushed out – a brief moment, a fraction of a second. That’s it.
Here’s a short, Annotated Bibliography.
- Sholom Aleichem, Favorite Tales of Sholom Aleichem, trans. by Julius & Frances Butwin (New York: Avenel Books, 1983). Note: most sources spell his first name as Sholem. This book contains 55 story stories. Of course, the quotes about mud are clearly Yiddish exaggerations – but, in having done so, they speak of the true misery of shtetl life.
- Wendy Lower, The Ravine: A Family, A Photograph, A Holocaust Massacre Revealed (Boston: Houghton Mifflin Harcourt, 2021). This is an extraordinary work of historical research. But it’s an extremely painful book to read, for it takes the reader through the details of a specific murder of a woman and a child in the Holocaust. Now, multiply that horror by millions. This book is in the Winnipeg Library system.
- Timothy Snyder, Black Earth: The Holocaust as History and Warning (New York: Tim Duggan Books, 2015). This too is a painful-to-read chronicle of the “other Holocaust” in Eastern Europe, which at the time was the heartland of world Jewry. Multiple copies are in the Winnipeg Library system.
- Roman Vishniac, A Vanished World (New York: Farrar, Straus, & Giroux, 1983). Out of print. Many of the pictures are mesmerizing. I treasure my copy.
- Mara Vishniac Kohn and Miriam Hartman Flacks (editors), Children of a Vanished World (Berkeley: Univ. of California, 1999). There is a copy of this book in the Winnipeg Library system. As said: it’s heartbreaking to look at these pictures of children – and to contemplate their fate.
- The archives of Vishniac’s estate were deposited in 2018 in the Magnes Collection of Jewish Art & Life in the Library of the University of California, at Berkeley. For the scholars – or future scholars – out there.
- Mark Zborowski & Elizabeth Herzog, Life is with People: The Culture of the Shtetl (New York: Schocken, 1952). 1995 reprint. This is the “landmark” book mentioned in the story. The quotation is from page 61.
Features
Buck In Situ: A Dog Story
By DAVID TOPPER I suppose the first thing I should say is that, although this is a true story, it’s not about a real dog. (That may be obvious if you look at the picture accompanying this tale.) Yes, the dog – a wooden statue – is Buck.
I do want to explain what “in situ” means. For those who know the term, it betrays the fact that I was a teacher of art history before I retired. It’s a Latin term that refers to an art object being in its original or natural place. For example, the famous Elgin Marbles (statues of Greek gods, goddesses and other mythological figures), which are prized objects in the British Museum in London, were taken by Lord Elgin from the Acropolis high over Athens in Greece, in the early 19th century. If the museum ever returns the statues (as Greeks have been demanding them to do for years), and if the statues were then placed back on the Acropolis – then they would be “in situ.”
All this has been my way of introducing you to a story about a little statue that has been sitting in my home ever since my late wife, Sylvia, and I returned from a trip to Jamaica many years ago.
Here’s Buck’s story. One afternoon during our vacation on the island, we went to an Art Fair. I was particularly interested in wooden carvings. There was a long line of tables, end to end, with different carvers showing off their wares. As we walked along the tables, among the different carvers, I was dumbfounded because they were all carving the same statues! Different artists: same statues. The statues were of some local deities; none of whom I had any interest in taking back home – no matter what magic it could perform.
Sylvia and I were baffled as we strolled along the long row, eventually coming to the end. Then, lo and behold: the last carver was carving different statues – not necessarily of gods. Coming across his table filled with a wide variety of subjects was a breath of fresh air.
Of course, the first thing I asked him was why everyone else was carving the same things. His answer was simply that they thought that was what tourists wanted, and they were afraid to try anything else. I asked him why he was not afraid. He said he was afraid; nonetheless, he would be bored doing the same thing over and over – even if he made more money.
By now you can see where this story is going. It was among his wares, on the last table, that I saw the statue of the dog – which I immediately fell for. Sylvia, a dog lover, fell for it, too, and hence we bought it. I don’t recall the price, or if we haggled over it. But what I do remember – and why I am telling this story – is this. While talking with him and watching him at work, I noticed the way he was squinting. I asked him about this, and he said his eyes were not what they used to be, that he needed glasses but he couldn’t afford them.
At the time, I was in an early stage of permanently wearing glasses. Having gone through various stages of over-the-counter reading glasses during the previous decade or more, I was now wearing my first prescription glasses. I gave them to the carver to try on, and he said they were too strong. “Good,” I said. I told him I had several pair of different power reading glasses at home, which I had used before I got these. I’d be pleased to mail him those glasses, which perhaps could get him through the next decade or more. He gave me his address, and that’s when I found that his name – or, maybe, it was his nickname – was Buck.
“Would you mind if I name the dog Buck?” I asked – because I liked that name for the dog. He had no problem with that, and hence Buck it was, and Buck it always will be.
Not long after we got home, I mailed a box of glasses to Buck. Although I had my return address on the box (in case it got lost) I never heard from him. I didn’t expect to; yet occasionally I talk to my Buck and tell him that I hope the Buck whom he is named after, is still using a pair of the glasses I sent him. It would be comforting to know. My Buck agrees, I trust.
From the photo you can see that Buck sits at the foot of a staircase. Those stairs start in the front entrance of our home and go to the second floor. Buck not only stands on-guard, watching all who enter the house, but he also plays the following role. If I want to remind myself of something without having a paper and pencil handy, I just turn Buck around – say, on my way upstairs for the night. In the morning, coming down the stairs, I see that Buck is reminding me to do something. Although, I must confess, sometimes I can’t recall exactly what it was!
Finally, I live in Winnipeg, Canada. I know that’s far from the island of Jamaica, but here Buck has become a part of our life. All the family knows that if Buck is turned around – it means something! I therefore believe that it’s not stretching the terminology t-o-o much by calling this memoir: “Buck In Situ: A Dog Story.” To me, Buck is right where he belongs.
David R. Topper writes in Winnipeg, Canada. His work has appeared in Mono, Poetic Sun, Discretionary Love, Poetry Pacific,Academy of theHeart & Mind, Altered Reality Mag. and elsewhere.
His poem Seascape with Gulls: My Father’s Last Painting won first prize in the annual poetry contest of CommuterLit Mag – May 12, 2025.
Features
13 Best Amazon PPC Management Agencies for Growing Brands
Growing brands should hire an Amazon PPC agency that optimizes daily against TACoS and contribution margin, staffs senior specialists on the account, and reports results per ASIN in plain language. The agencies that deliver consistent, profitable growth share a few verifiable traits: Amazon-specific expertise, transparent reporting, and pricing that rewards performance over ad spend. This article ranks and compares 13 Amazon PPC agencies against those signals for 2026.
Why Amazon PPC management gets harder as brands grow
Amazon advertising gets more competitive and more expensive every year. US retail media ad spend will reach $71 billion in 2026, according to a December 2025 eMarketer forecast, which means more brands are bidding on the same high-intent keywords. As a result, average Amazon cost per click rose about 35% between 2023 and early 2026, reaching $1.21.
The problem is compounded at scale. Accounts with hundreds of SKUs and five-figure monthly ad budgets tend to see ACoS creep up as campaign structures sprawl. According to 2026 Amazon PPC benchmarks, the median ACoS across US Amazon accounts in H1 2026 was 38% and the median TACoS was 15%.
TACoS, or total advertising cost of sale, measures total ad spend as a percentage of total revenue, including organic sales. TACoS matters more than ACoS at scale because it reveals whether advertising is building the brand or just paying to keep revenue flat. An account with a stable 20% ACoS can still be in trouble if TACoS is climbing each quarter.
Most brands notice the shift somewhere between $1M and $10M in annual Amazon revenue. That is the stage where manual campaign management eats too many hours, ACoS-only reporting hides margin erosion, and the cost of hiring the wrong agency becomes meaningful.
How to evaluate an Amazon PPC management agency
The right Amazon agency for a growing brand is one whose approach matches the brand’s stage, goals, and internal bandwidth. Use these criteria to separate signal from marketing noise:
- Amazon specialization. The agency focuses specifically on Amazon advertising, not general paid media with Amazon as an add-on.
- Who runs the account. Senior specialists with years of Amazon experience manage campaigns directly. Junior account managers learning on the brand’s budget is a warning sign.
- Primary optimization metric. The agency reports TACoS and contribution margin, not just ACoS or ROAS. ACoS in isolation hides whether ads are cannibalizing organic sales.
- Reporting transparency. Per-ASIN reporting in plain language, not dashboards filled with acronyms and aggregated numbers.
- Optimization frequency. Daily optimization beats weekly reviews. Amazon’s auction changes constantly.
- Pricing model. Flat retainers or hybrid models align incentives better than pure percentage-of-spend fees, which reward the agency for spending more.
- Verifiable credibility. Amazon Ads Partner status, third-party reviews (Clutch, Trustpilot), and named client results with real numbers. Self-reported “top-rated agency” claims are not credibility.
Top Amazon PPC management agencies for growing brands in 2026, at a glance
| Rank | Agency | Best for | Primary focus | Notable signal |
| 1 | Olifant Digital | Established brands wanting daily, profit-first management | Done-for-you Amazon PPC with TACoS reporting | $114M+ managed client revenue; 98% retention; named Amazon results |
| 2 | Tinuiti | Enterprise brands needing DSP and AMC | Full-funnel Amazon Ads + DSP | Amazon Ads Advanced Partner; AMC accreditation |
| 3 | Blue Wheel | Mid-to-large brands wanting ads and DSP under one roof | Omni-channel Amazon Ads + DSP | Amazon Advanced Partner; $1B+ in client revenue managed |
| 4 | Incrementum Digital | Data-driven brands wanting analytics-led management | Amazon-first performance advertising | Amazon Ads Advanced Partner; 2024 Buy With Prime Partner Award |
| 5 | Trivium Group | Brands wanting profit-focused full-service management | Amazon PPC, DSP, and account management | Inc. 5000 (#170); $24M+ annual ad spend managed |
| 6 | Amazon Growth Lab | 8- and 9-figure brands | Amazon PPC, SEO, DSP, and listing optimization | 50 Clutch reviews; clients incl. Ray-Ban, Anker |
| 7 | BellaVix | Brands needing both Vendor and Seller Central coverage | Marketplace management + full-funnel Amazon Ads | Amazon SPN; $500M+ marketplace sales |
| 8 | Selouse | Brands with large SKU counts wanting one senior team | Amazon + TikTok Shop management | Positions for brands doing $500K+ annually |
| 9 | Desverto | Brands whose listings/creative need work alongside ads | Creative-led Amazon optimization + PPC | Amazon Verified Advertising & Creative Partner |
| 10 | Trellis | Brands wanting software-led automation | AI-powered Amazon and Walmart advertising | Software trusted by brands, agencies, and aggregators |
| 11 | AMZDudes | Brands wanting month-to-month, no-contract management | Full-service Amazon PPC + account management | Free growth audit; self-reported 4.9-star rating |
| 12 | PPC Jumpstart | Smaller growth-stage brands wanting founder attention | Boutique, founder-led Amazon PPC | Founder managed $10M+ in ad sales; Trustpilot reviews |
| 13 | SmartSites | Brands wanting Amazon inside a broader digital program | Full-service digital marketing incl. Amazon | Clutch Premier Verified; 285+ reviews; nine-time Inc. 5000 |
Read the table as a starting point. The best agency for any given brand depends on stage, margin structure, and whether the brand needs just PPC or full account services.
The best Amazon PPC management agencies for growing brands in 2026
Below are detailed profiles for each agency in the ranked list. The first entry is the most detailed; the rest are neutral, factual summaries based on publicly available information.
1. Olifant Digital
Why Olifant Digital ranks first: Olifant Digital provides done-for-you Amazon PPC management focused on turning ad spend into profitable growth, taking full ownership of strategy, account restructuring, daily optimization, and budget allocation aligned to revenue and profit targets. It pairs senior-only staffing with a proprietary campaign framework and named, verifiable results, an unusual combination in a space where “AI-powered” and “expert-managed” are often just marketing language.
What sets Olifant Digital apart:
- Every account receives daily optimization rather than set-and-forget automation, with senior specialists carrying a minimum of seven years of Amazon experience managing campaigns directly. No juniors are staffed on client accounts.
- Campaign execution follows the 1-1-1-1 Scaling Method, Olifant’s proprietary campaign architecture framework that separates every account into four strategic focuses: testing new keywords and ASINs, scaling high performers, exact-match campaigns to boost organic rank, and brand defense.
- The agency blends human expertise with its in-house Olifant AI platform, built and continuously improved by an internal engineering team, with data scientists reviewing account metrics across every client daily. New tactics are tested on Olifant’s own Amazon brand before ever reaching a client account.
- Reporting is per-ASIN and in plain language, with TACoS and contribution margin as the primary metrics rather than ACoS or ROAS in isolation.
- Named client results: Ekster ($688,406 in annual Amazon profit), WedgeGuys (+391% Amazon sales with a 17% ACoS reduction), Elite Jumps (+124% revenue in 3 months with a 51% CVR lift), MatchaBar (+$114,305 in added monthly Amazon revenue), and Balanced Tiger (171% revenue growth with a 50% ACoS reduction).
- The agency manages over $114M in annual client revenue across 50+ active brands, maintains a 98% client retention rate, and holds a 5.0 rating on Clutch.
- A full-service option is available, covering PPC, listings, catalog, and Brand Store under one team.
Best fit for: Established brands with Amazon traction that want to scale profitably with daily, hands-on management.
Pricing: flat retainer starting at $2,000 per month, custom to catalog complexity, with no percentage-of-spend fees. Every engagement is backed by a 60-day money-back guarantee on management fees.
2. Tinuiti
Why they stand out: Tinuiti offers full-funnel Amazon Ads and DSP management for enterprise and commerce brands, backed by proprietary ad tech and deep platform accreditation that few agencies can match at scale.
What to know:
- Amazon Ads Advanced Partner status, placing it in the top 7% of agencies by Amazon’s own recognition program.
- AMC (Amazon Marketing Cloud) accreditation for advanced cross-channel attribution work.
- Proprietary MobiusX ad tech platform supporting campaign management and reporting.
- Named clients include illy and Poppi.
Best fit for: Larger brands that need sophisticated DSP and Amazon Marketing Cloud capabilities.
Keep in mind: Brands wanting a boutique team focused exclusively on Sponsored Products or PPC may find a smaller specialist agency a tighter fit than an enterprise, multi-channel firm.
3. Blue Wheel
Why they stand out: Blue Wheel provides omni-channel commerce services including Amazon Ads and DSP full-funnel management, built around a proprietary bidding system designed for real-time campaign control at scale.
What to know:
- Uses a proprietary “Companion” bidding system based on Search Term Isolation for real-time campaign adjustments.
- Holds Amazon Advanced Partner and SAS Core-approved status.
- Has managed $1B+ in client revenue since its founding in 2011.
Best fit for: Mid-to-large consumer brands wanting ads and DSP integrated under one roof.
Keep in mind: Brands selling exclusively through Sponsored Products with no near-term DSP need may not require the full omni-channel infrastructure Blue Wheel is built around.
4. Incrementum Digital
Why they stand out: Incrementum Digital focuses on Amazon-first performance advertising across marketplaces, differentiated by an in-house analytics platform built specifically to track blended profitability rather than platform-reported metrics alone.
What to know:
- Uses its proprietary DataOwl analytics platform to track blended profitability and TACoS.
- Holds Amazon Ads Advanced Partner, Walmart Connect Partner, and TikTok Shop Partner status.
- Won the 2024 Buy with Prime Best Merchant Activation Award.
Best fit for: Data-driven brands that prioritize analytics-led management over a purely relationship-driven engagement.
Keep in mind: Brands that want a single point of contact managing strategy end to end, rather than a dashboard-forward engagement, should confirm how much day-to-day strategic input comes from a named specialist versus the platform.
5. Trivium Group
Why they stand out: Trivium Group offers full-service Amazon PPC, DSP, and account management with a profit-first methodology that factors in COGS and daily profit rather than treating ROAS as the finish line.
What to know:
- Profit-first methodology factoring in cost of goods sold and daily profit, not just return on ad spend.
- Manages $24M+ in annual ad spend across its client roster.
- Ranked #170 on the Inc. 5000 list of fastest-growing companies.
- Clutch profile includes 40 reviews.
Best fit for: Brands wanting profit-focused full-service management rather than a narrow PPC-only engagement.
Keep in mind: With a growing client roster, confirming the specific account team and reporting cadence assigned to a given brand size is worth doing directly.
6. Amazon Growth Lab
Why they stand out: Amazon Growth Lab provides full-service Amazon PPC, SEO, DSP, and listing optimization, built around a data-density approach that goes well beyond the handful of metrics most competitors report on.
What to know:
- Analyzes 750+ ranking and conversion data fields rather than surface-level metrics alone.
- Clutch profile with 50 reviews.
- Named clients include Ray-Ban, Jacuzzi, Anker, and Brooklinen.
Best fit for: 8- and 9-figure brands with complex catalogs that need PPC, SEO, and DSP coordinated together.
Keep in mind: Smaller or earlier-stage brands may find the agency’s complexity-oriented approach more infrastructure than a leaner catalog needs.
7. BellaVix
Why they stand out: BellaVix offers marketplace management and full-funnel Amazon advertising across both Seller Central and Vendor Central, with multi-marketplace coverage that extends the relationship beyond Amazon alone.
What to know:
- Also manages Walmart and Target marketplaces under one partnership.
- Holds Amazon SPN status and is a Verified Amazon Advertising and Global Selling Partner.
- $500M+ in marketplace sales managed.
- 33 Clutch reviews.
Best fit for: Brands that need both 1P (Vendor Central) and 3P (Seller Central) coverage under one team.
Keep in mind: Brands selling only through Seller Central with no Vendor Central complexity may not need an agency built around managing both.
8. Selouse
Why they stand out: Selouse provides full-service Amazon and TikTok Shop management under one roof, with a single senior team handling PPC, listings, creative, and daily operations across the US, UK, and EU rather than splitting responsibilities across specialists.
What to know:
- A single senior team owns PPC, listings, creative, and daily operations across three regions.
- Positions itself for brands doing $500K+ in annual revenue.
- Credibility signals are self-reported rather than externally verified.
Best fit for: Brands with large SKU counts that want one senior team handling everything rather than coordinating multiple vendors.
Keep in mind: Because credibility signals here are self-reported, it’s worth requesting references or case studies directly rather than relying on site claims alone.
9. Desverto
Why they stand out: Desverto offers creative-led Amazon optimization alongside PPC management, built around the idea that ad performance and listing quality are inseparable rather than managed by separate teams.
What to know:
- Uses a creative-first model called Product Family Architecture, built around listing design feeding ad performance.
- Holds Amazon Verified Advertising & Creative Partner status and is an Amazon SPN member.
- 900+ brands served.
Best fit for: Brands whose listings and creative need improvement alongside ad management, not just campaign structure.
Keep in mind: Brands with already-strong creative and listings that only need PPC management may find the creative-led positioning adds scope they don’t need.
10. Trellis
Why they stand out: Trellis provides AI-powered Amazon and Walmart advertising plus automation software, positioning itself as a technology platform first with managed service layered on top rather than the reverse.
What to know:
- Unifies PPC automation with pricing, promotions, and content optimization, referred to as the “4Ps” of merchandising.
- Software is used by brands, agencies, and aggregators directly, not just as a white-label layer.
- Managed service options are available alongside the self-serve software.
Best fit for: Brands wanting software-led automation, with the option to add managed oversight.
Keep in mind: Brands wanting a dedicated strategist as the primary point of contact, rather than a software-first relationship, may prefer a traditional agency model.
11. AMZDudes
Why they stand out: AMZDudes offers full-service Amazon PPC and account management with a data and AI-driven approach, built around a low-commitment entry point designed to reduce the friction of switching agencies.
What to know:
- Provides a free Amazon growth audit before engagement.
- Month-to-month management with no long-term contracts.
- Site reports a 4.9-star rating from 260+ brand reviews and Amazon Ads Verified Partner status; both figures are self-reported rather than independently verified.
Best fit for: Brands that want month-to-month management without a long-term contract commitment.
Keep in mind: Because the review count and partner status are self-reported, independent verification through Clutch or a direct reference check is worth doing before signing.
12. PPC Jumpstart
Why they stand out: PPC Jumpstart is a boutique, founder-led Amazon PPC management agency built around direct founder involvement rather than a delegated account team, with pricing tied to outcomes instead of a flat fee.
What to know:
- The founder manages accounts directly rather than delegating to junior staff.
- Offers a pay-on-results, profit-first model focused on TACoS and margin.
- The founder has personally managed $10M+ in ad sales.
- Trustpilot reviews from clients back the boutique positioning.
Best fit for: Smaller growth-stage brands that want hands-on attention from an experienced operator rather than a large agency team.
Keep in mind: The founder-led model has natural capacity limits; brands should confirm current availability and account load before committing.
13. SmartSites
Why they stand out: SmartSites is a full-service digital marketing agency covering PPC, SEO, web design, email, and social media, including Amazon advertising, with review credentials that are unusually deep for a generalist shop.
What to know:
- Clutch Premier Verified with 285+ reviews averaging 4.9 stars.
- Google Premier Partner status.
- Nine-time Inc. 5000 honoree.
Best fit for: Brands that want Amazon advertising managed alongside a broader digital marketing program rather than as a standalone specialty.
Keep in mind: Brands wanting an Amazon-only specialist with campaigns as the sole focus may prefer a dedicated marketplace agency over a multi-channel generalist.
How much does Amazon PPC management cost?
Amazon PPC agencies typically charge using one of three pricing models:
- Flat monthly retainer. A fixed fee regardless of ad spend. Typical range for boutique agencies: $1,500 to $5,000 per month. Full-service agencies managing larger accounts charge higher retainers.
- Percentage of ad spend. The agency takes a percentage (often 10% to 20%) of monthly ad spend. This model rewards spending more, not performing better.
- Hybrid. A smaller base retainer plus a percentage of spend or a performance bonus tied to TACoS or revenue targets.
The incentive problem with percentage-of-spend pricing is real. An agency paid 15% of ad spend earns more when the brand spends more, regardless of whether that spend is profitable. Flat or hybrid models tied to performance align the agency’s incentive with the brand’s.
Olifant Digital uses a flat retainer model: pricing starts at $2,000 per month, custom to catalog complexity, with no percentage-of-spend fees. Every engagement is backed by a 60-day money-back guarantee on management fees.
Frequently asked questions about Amazon PPC management
What does Amazon PPC management include for growing brands?
A typical scope includes campaign strategy and architecture, daily bid optimization, keyword and search term analysis, Sponsored Products and Sponsored Brands management, budget allocation, and reporting. Full-service agencies may also cover listing optimization, A+ Content, and Brand Store design.
How much does Amazon PPC management cost?
Boutique agencies typically charge $1,500 to $5,000 per month as a flat retainer. Full-service agencies with larger account loads charge higher fees. Percentage-of-spend models (10% to 20% of ad spend) are common, though flat or hybrid pricing aligns incentives better.
When should a growing brand hire a PPC agency instead of keeping it in-house?
Most brands reach the decision point when ad spend exceeds $10,000 per month, ACoS is climbing despite more effort, or the internal team lacks the bandwidth for daily optimization. An experienced agency can often pay for itself in efficiency gains.
What is a good ACoS or TACoS for Amazon?
ACoS (advertising cost of sale) measures ad spend as a percentage of ad-attributed revenue. TACoS measures ad spend as a percentage of total revenue, including organic. In H1 2026, the median US ACoS was 38% and the median TACoS was 15%. A “good” number depends on the brand’s margin structure and growth goals.
How long until results show from a new Amazon PPC agency?
Most agencies show measurable movement in ACoS or TACoS within 30 to 60 days. Significant revenue or profit improvements typically require 90 days as the agency restructures campaigns, harvests converting search terms, and adjusts bids based on real data.
Should brands choose flat fee or percentage-of-spend pricing?
Flat fee or hybrid pricing is generally preferable because it aligns the agency’s incentive with profitable growth rather than spending more. Percentage-of-spend models reward the agency for increasing ad budgets regardless of returns.
Features
Hamilton Hebrew Academy refuses to let 2 Jewish students enrol – because their mother had a Conservative, not an Orthodox conversion
By BERNIE BELLAN (This story was originally posted July 14)
From time to time we receive a request to do an investigative piece about one matter or another. Before I even begin to entertain following up on that type of request I pose quite a few questions to the person or persons who sent me the request. I also send copies of whatever it is that I might consider publishing to subjects of the story for them to comment prior to its publication.
Recently I was contacted by a former member of our Winnipeg Jewish community by the name of Fabio Chusyd, who now lives in Hamilton with his wife, Soraya, and their two daughters (whose names will not be given here.)
Fabio Chusyd first contacted me on July 7. Here is what he wrote in an email:
“My name is Fabio Chusyd. We met years ago while I was living in Winnipeg, and I have always respected your work. My family and I are active members of the Jewish community in Hamilton.
“Hamilton Hebrew Academy is the only full-time Jewish day school in Hamilton. It shares its premises with Adas Israel Congregation, an Orthodox synagogue, and its Dean is Rabbi Daniel Green.
“At the same time, its mission states that it is “dedicated to fostering an inclusive learning environment that welcomes and embraces children and their families from diverse Jewish affiliations and backgrounds.”
“Our daughters, (names redacted) have experienced antisemitism in the public school system, which is why we sought a safe Jewish educational environment. They have received Jewish education at home and through Temple Anshe Sholom. …. also previously attended HHA’s daycare, where Saraya’s Conservative conversion was known and accepted. The girls were invited to visit the school, met the teachers, toured the classrooms, and naturally became excited about attending. They were then ultimately denied admission.
“After two meetings with Rabbi Green much of the discussion focused on Saraya’s Conservative conversion and our willingness to pursue an Orthodox conversion path. Shortly afterward, our daughters were denied admission.
“I lawfully recorded both meetings under Ontario’s one-party consent law. We later submitted six written questions seeking clarification of the decision, but the school declined to answer any of them, stating only that it had nothing further to add.
“The Hamilton Jewish News declined to publish our family’s response, which is why I am reaching out to you.”
I responded to Fabio and asked him whether he might consider trying to contact the Canadian Jewish News and ask them to do a story about his family’s situation – since the CJN website is by far the most important Jewish website in Canada, also Hamilton is only a short distance from Toronto, so it made more sense to try to get the CJN to cover the story.
Fabio wrote back: “Following your suggestion, I have also reached out to the Canadian Jewish News. I wanted to let you know out of courtesy.”
In a later email Fabio elaborated on the Hamilton Jewish News’ refusal to do a story about what had happened to his family. Further, the Hamilton Jewish Federation had also refused to intervene in the situation. By the way, the Hamilton Jewish News is run by the Hamilton Jewish Federation.
I found that all so surprising. And yet, while Hamilton is far removed from Winnipeg physically, a fair number of former members of Winnipeg’s Jewish community have moved to Hamilton in recent years. Hamilton now has a Jewish population over 5,000 and it has become a popular alternative destination for families looking for a cheaper place to live than Toronto. I was quite surprised that both the Hamilton Jewish Times and the Hamilton Jewish Federation had refused to delve into what had happened to the Chusyds. So, I told Fabio that I would be willing to write an article, but only after a thorough investigation of what had happened.
Hamilton actually has two Jewish day schools: the aforementioned Hamilton Hebrew Academy and a school called Kehila Heschel School. Hamilton Hebrew Academy offers classes from JK- Grade 8 (It also may be adding a Grade 9 this coming year.) and has approximately 200 students. On its website HHA describes itself as “dedicated to fostering an inclusive learning environment that welcomes and embraces children and families from diverse Jewish backgrounds.”
There is another important aspect to Hamilton Hebrew Academy. It is directly connected – both physically and spiritually, to Hamilton’s Orthodox synagogue, the Adas Israel. Here is what I was able to find about that connection: “The Hamilton Hebrew Academy (located at 60 Dow Ave) is located adjacent to and was founded by the Adas Israel Congregation (located at 125 Cline Ave S).
“The Orthodox synagogue established the school decades ago to serve the community, and they often share leadership; for instance, the spiritual leader of Adas Israel serves as the Dean of the academy.” (That last point is key to understanding what has happened to the family in this story.)
The other Jewish school in Hamilton, Kehila Heschel School, bills itself as an “independent, egalitarian, community school that welcomes families from the full spectrum of Jewish life” but, as was previously noted, it had only 35 students this past year, according to Fabio Chusyd.
One other point of interest from a Winnipeg perspective: The CEO of Hamilton’s Jewish Federation (until he retired in April) was Gustavo Rymberg. Like the Chusyds, Gustavo and his family first moved to Winnipeg after having emigrated from South America in the early 2000s. I wonder how Gustavo would have reacted to what has happened to the Chusyds? By the way, the new CEO of the Hamilton Jewish Federation, Marion Zeller, does not take over her role until August 10, 2026.
In a subsequent email, Fabio Chusyd elaborated on what happened after the family had been invited to visit Hamilton Hebrew Academy:
“What happened is that they invited the girls to visit the school, they were welcomed by students and the principal – who happens to be a rabbi as well.
“We explain (to)…- the rabbi of the synagogue (who is also) dean of the school that we are happy at the reform synagogue. But he made it mandatory to join the orthodox synagogue with openess to a future orthodox conversion.”
Fabio Chusyd recorded two conversations Rabbi Green had with Fabio and Soraya Chusyd. Fabio sent me transcripts of both conversations – one recorded on June 26 and one on July 2. In both conversations Rabbi Green hinted quite strongly – without ever spelling it out as a direct stipulation, that in order for the Chusyds’ daughters to be allowed to enrol in HHA, Soraya Chusyd would have to undergo an Orthodox conversion and the Chusyds would have to join Adas Israel Congregation.
On July 6 the father received a Whatsapp message from Rabbi Green:
“Hi Fabio,
“I just wanted to give you a headsup. Kym (Gazda, the director of admissions for HHA) will be sending an official email from the school. Based on our conversations, I don’t think the school is the right fit at this time. If you have a change of heart, pls let me know. Wishing you much success.”
That ‘change of heart” apparently referred to Soraya’s reluctance to undergo an Orthodox conversion. In a subsequent email Fabio Chusyd explained that his wife did not want to go through another conversion process after having been converted by a Conservative rabbi in South America. Further, the couple was reluctant to leave their Reform congregation and join the Orthodox Adas Israel congregation, which also seemed to be a prerequisite to their daughters’ being able to enrol in Hamilton Hebrew Academy
Just as Rabbi Green’s email was opaque, the email from the director of admissions was equally opaque in not offering a specific reason for the school’s refusal to admit the Chusyds’ two girls this coming school year. Here is what Kym Gazda wrote in an email on July 7:
“Dear Mr. and Mrs. Chusyd,
“Thank you for your interest in Hamilton Hebrew Academy and for taking the time to meet with us.
“Upon careful consideration, and based on the information provided, we are unfortunately unable to accept …. to the HHA for the 2026–2027 academic year.
“Should anything change, please feel free to let us know, and we would be happy to reconsider your application at that time.
“We wish you and your family all the best.”
I received a further email from Fabio Chusyd, in which he reprinted the Hamilton Jewish News’ editor, Wendy Schneider’s response, also dated July 7, to his request that the paper consider doing a story about what happened to him and his family:
“Dear Mr Chusyd Thank you for this note. I appreciate how deeply upsetting and frustrating this is for you. As I explained yesterday, at this time, I feel I cannot act without advice from the Federation CEO because of the nature of your complaint i.e. a local issue. I sincerely hope this issue is resolved to your satisfaction. Unfortunately, for now, there’s nothing I can do at this point to help ease your distress. “
In response, Fabio Chusyd wrote to Wendy Schneider:
“Thank you for your time on the phone yesterday and for your supportive words.
“However, several years ago, you published a letter titled “Censorship Has No Place in Our Community.” Yet by not allowing me to use the online letters section, you are effectively censoring my voice.
“The slogan of the Hamilton Jewish News is “The Voice of Jewish Hamilton.” By refusing to publish or even accept my letter, you are silencing a member of the very community the publication exists to serve.
“How does this decision align with the principles of free expression and with the mission of your newspaper?”
This was all so puzzling. Here we have a case of a couple with two young children whom they would like to attend a Hamilton Jewish school – and the school simply turns them down flat – without any explanation beyond saying the “school is not the right fit at this time.” It seems clear though that the mother’s refusal to undergo an Orthodox conversion and the parents’ unwillingness to join the Adas Israel Congregation were key to the school’s decision not to accept the couple’s children as students this coming school year.
Now, ordinarily, one might expect that after receiving a slap in the face like that, the parents of the girls would simply say they’ve had enough of that – and resign themselves to sending their daughters back to public school.
But, when I asked Fabio Chusyd why he and his wife were so eager to send their daughters to HHA – or whether they had perhaps considered sending their daughters to Kehila Heschel School , here is what Fabio wrote back:
“We did consider Kehila Heschel School. We visited a few years ago, but with only about 35 students in the entire school, we didn’t feel it was the right fit for our girls. For us, school also means exposure to a larger group of children and a broader social environment. HHA has over 200 students. Also HHA appears to be opening a Grade 9, so I am thinking long-term.
“… is going into Grade 4 and … into Grade 2. As a family of immigrants without an extended support network here, we felt it was important for both girls to attend the same school.
“And then we had moved them out of HHA daycare because our local public school is only five minutes from our home.
“Oct. 7 happened, antisemitism reappeared, and the girls were victims. Hence, HHA that call themselves open to all Jewish affiliations seemed to be the safe spot. Rabbi Green and Kim Gayza were told that the girls had been victims of antisemitism. Mainly …, who gave Hanukkah goodie bags last year and her classmates ripped it, spitted on it and throw them in the garbage, while saying offences.”
There is another factor that one might consider in this entire matter. According to its own annual report, the Hamilton Jewish Federation provided $289,000 in funding for the Hamilton Hebrew Academy for the fiscal year ending June 30, 2025, so the HHA is hardly operating independently of the Hamilton Jewish Federation.
It may not be the place of the publisher of a Winnipeg website that focuses to a large extent on the Winnipeg Jewish community to poke into the affairs of another Jewish community such as Hamilton’s, but where that community’s Jewish newspaper refuses to delve into what appears to be a clear case of wrongdoing by a Jewish institution and, as of writing this, the Hamilton Jewish Federation has also refused to intervene in this matter, then we thought it an important enough issue to broach on this website.
We contacted both Hamilton Hebrew Academy and the Hamilton Jewish Federation, offering them an opportunity to respond to this article prior to its being published.
On July 21, we received a response from Rabbi Green:
“Hamilton Hebrew Academy’s inclusive character and the diversity of its parent and student body are well known throughout the community. Our families include individuals from a wide range of Jewish backgrounds, including converts of all denominations, and many who are not Jewish whatsoever. The school is family-oriented, where we strive to be on a journey of growth togther. (emphasis mine)
“Through Project Lifeline, HHA has also taken a leading role in supporting children who experience antisemitism in public schools, particularly those who may be the only Jewish student in their school or community. For this purpose, we operate transportation routes serving students from Niagara, Kitchener-Waterloo, and other communities outside Hamilton, and provide free bus service and often tuition. This project, I believe, is unprecedented in North America and speaks to the proactive nature of our school in supporting Jewish students at risk. “
I responded to the rabbi:
“With all due respect Rabbi, your email here would seem to directly contradict how you behaved with respect to the Chusyd family. If there is some reason that you have turned down the two Chusyd girls for enrolment in your school – but you are not at liberty to discuss that reason, then I could include that in what I publish.
“But – as it stands, the only reason that I have seen in your correspondence with the Chusyds. is that you don’t think it would be “a good fit” for the Chusyd children to attend HHA.
“I am going to give you every opportunity to explain what you meant by writing that, but I would suggest your latest response is somewhat disingenuous.”
The rabbi responded:
“As I mentioned, I am not at liberty to discuss the admission decision of any specific child or family. “
Also in an email sent to Fabio Chusyd on July 21, Rabbi Green wrote:
“Our position remains unchanged. As previously indicated, Hamilton Hebrew Academy will not engage in public discussion regarding the admission of any individual applicant or family. We have nothing further to add on this matter.”
