Features
The River – an excerpt from a new novel by former Winnipegger Zev Coehn
Introduction: The following story is an excerpt from a longer story in Zev Cohen’s new novel titled “Are You Still Alive?”
As Zev wrote to us recently, “this is Chapter One of my novel, “Are You Still Alive?” It is partially based on events recounted to me by my late father Moshe. The story, beyond being one of the countless tales of Jewish survival against all odds during the Holocaust, is also an allegory for the indomitable human spirit intertwined with Rabbi Akiva’s maxim ‘V’havta l’raecha kamocha’. I hope to have the complete novel published soon.
Zev’s writing has appeared several times in the past in this paper. His collection of short stories, titled “Twilight in Saigon,” was published in 2021.
Born in Israel, Zev lived in Winnipeg until he was 17, when he returned to Israel with his parents. He now spends half the year in Israel and half the year in Calgary, where his two sons live.
Chumak leads the way towards the river in the dark. I had walked the route from his hut to the riverbank in daylight a few times and am confident I know the path down to the water and back. This time, though, I intend to cross to the other side under cover of darkness. Chumak, who came up with the idea, eagerly insists on guiding me so, he says, I don’t get lost. He claims he can find his way blindfolded. I think he believes that if this works, he might soon be rid of us, although he hasn’t said anything openly about it. To be fair, my suspicion just might be a projection of my own pressing desire to escape on to Chumak, whom I trust implicitly.
This summer has been uncommonly wet, and tonight the clouds are scudding low, hiding the moon and stars and making it difficult for others to spot us. At first, the only sounds are those of our movement through the brush and the occasional whoosh of passing nightbirds. The path is not overly challenging, and my labored breathing and rapidly beating heart stem more from fear than physical effort. Though I’m soaked to the skin by the constant drizzle, it is a minor irritation in the face of what I expect lies ahead. The sudden rattle of machine-gun fire causes us to instinctively fall flat on the ground, but luckily it isn’t close by, and we move forward a moment later. Distant flickers of lightning and muffled thunder are the backdrops as I blunder through the undergrowth and futilely attempt to avoid trees. Banging my knee against a tree trunk while trying to keep up with Chumak, I stifle a cry of pain, and then suddenly, I slip and slide down the muddy embankment, unable to get any traction. He grabs me before I plunge headfirst into the river.
“Quiet, you’ll get us caught,” he whispers as he holds my arm in his vicelike grip. “There are German and Romanian patrols on both sides of the river. Be more careful, or you will end up dead before you begin.”
The slope ends at the lapping water’s edge, but the river is barely visible in the blackness. A dog begins to bark incessantly on the other side. Has it picked up our scent even before I start to swim? I have no choice but to take my chances. Along the opposite bank downriver, dim points of light seem to be moving—smugglers perhaps or night fishermen. It’s hard to estimate how far away they are. I hope the current doesn’t drag me to them, but there is no going back. At least, for now, no searchlights are combing this particular area. Chumak seems to have picked the right spot.
Lightning flashes again, stronger this time, and in that instant, I realize how far it is to the other side across the rippling current. My swimming experience is limited to a small, calm pond near home, where my brother taught me some strokes. The wide, flowing river looks ominous, but I’ve made it this far, and I can’t give up now. And Chumak urges me on. I’m already knee-deep in the water, shivering, but not because the water is especially frigid.
“You can do it,” he encourages me. “The current isn’t so strong at this time of year. You must do it. It’s your only hope. Go!”
I stop for a moment and turn to him. “If anything happens…if I don’t make it back, help Ella and Sophie, please. They have no one else.” I don’t want to sound as if I’m pleading, but I am.
“Go, nothing will happen. You’re going to save them and yourself,” he says. “It’s the only way. I will wait here till you reach the other side and when you get there, clap some stones together three times to let me know you are safely there. The sound carries far at night. I’ll hear it, and I’ll tell Pani Ella that you made it.” Amid everything, I notice that this is the first time he calls Ella by her name.
I move slowly into the deeper water. At first, it’s easy; the water is up to my chest, but my feet still touch the soft muddy bottom. Then, without warning, it drops away, and I’m flailing and swallowing water. Finally, I calm down, gain control, and begin to swim. The current takes hold and starts pushing me downriver. Sputtering, I force myself to fight the rising panic and use my arms and kick with my legs in a crawl that will hopefully propel me towards the unseen shoreline. It’s working, and I’m not drowning, but I’m weakening rapidly. The combination of sickness I haven’t completely recovered from since the camp and general malnutrition has sapped me of strength. My clothes are waterlogged and drag me down. This can’t continue much longer. How idiotic would it be, I think, if I drowned now before beginning my mission? Rolling over on my back, I take the pig’s bladder that Chumak wrapped the note in from my pocket, and holding it tight, I squirm out of my pants to lighten the load. I let the current carry me and turn on my back to stroke and move gradually in the riverbank direction. It is less exhausting this way.
I’ve lost any notion of time as I float on my back and see nothing but the overcast sky. Has it been minutes? An hour? I fear trying to stand. If it’s still deep, I might sink and not be able to come back up. At least the rain has stopped. Some clouds have dispersed, and I can see stars in the black sky. Then I hear it. A baying sound getting closer. Maybe a dog? Then barking. Yes, a dog. Thankfully I must be near the shore. My feet hit bottom. I totter through the shallow water and, in the faint moonlight, survey a pebbly beach fronting the tree line. There is no sign of the huts nor of the large two-story house Chumak had pointed out some days earlier opposite my point of departure.
The house, he told me, belonged to a certain Nicolescu, a wealthy Romanian and well-known smuggler before the war. Chumak suggested that my woman, as he called Ella, write a letter to Nicolescu in Romanian asking for his help crossing the river. I imagined that he would get the letter to the Romanian or at least knew someone who could do it, so it took me by surprise when he said, “You will bring the letter to him, and he will make the arrangements.”
It seemed like a far-fetched idea. Beyond the problem of my crossing the river, in itself seemingly suicidal, why, I asked, would any Romanian, not to mention a wealthy smuggler, have anything to do with helping Jews? This is probably a punishable offense in Romania and meant certain death in German-occupied Poland. Only gypsies were desperate enough to offer their services. Even if Nicolescu was willing to help me, I had no money to pay him.
Moreover, those who did pay were often betrayed and delivered to the authorities on one or the other side. There was no guarantee of success, and many lost their lives in the attempt. A few days earlier, I saw a clump of corpses roped to each other floating down the river. I didn’t consider my death an issue anymore, but I was afraid of exposing Ella and the child to the risks involved. I told Chumak to forget it. I couldn’t do it.
“What choice do you have?” Chumak pressed. “Don’t be a fool. You, the woman, and the child definitely won’t survive on this side of the river, and you will stand a better chance over there, as far away as you can get from the Germans.”
His understanding of the situation is correct. The local peasants were handing Jews over for some butter or sugar and an opportunity to steal their belongings. They say a drowning man will grasp at a razor blade to save himself, so I agree.
“Even if I manage to make it across, how will I convince him? I have no money.”
Chumak was skeptical about my claim of penury. This wasn’t out of spite that he had thought through but rather an inherited bias. He was of the age-old school that believed Jews always had hidden treasure somewhere. He was convinced that if I couldn’t offer cash immediately, Nicolescu would accept a promise of future payment from a “high-class” Jew like me. To me, this appeared to be just wishful thinking since Chumak admitted never having actually done business with this Romanian smuggler, who was out of his league.
Chumak remained adamant, and his confident tone was hard to resist. “Tell your woman to write that she comes from an important, prosperous family in Romania that will pay him generously for his efforts. Give him a written guarantee.”
Before I could change my mind, he produced a slightly greasy lined sheet of paper from a child’s copybook and a blunt pencil stub. I took it to our hideout in the nearby forest, where I cajoled Ella, who also thought the plan was absurd and not doable, into writing the requisite supplication and promise of reward.
Standing on the flat terrain on this side of the river, I realize that the current took me downstream, and I need to walk back to the Nicolescu house. I’m not sure how far it is, but at least I can see where I’m going in the moonlight. I find some stones and strike them together three times, as I promised Chumak, hoping that he hears me, and goes back to report to Ella. Not expecting a response, I walk close to the tree line, off the riverbank pathway used by locals and military patrols. When a searchlight sweeps the river from the Polish side, I scamper into the trees, waiting, breathing hard, and picking up a dead branch for self-defense. Going forward, I detour through the woods to avoid a small group of men sitting by the embers of a fire smoking and passing around a bottle. Hunters or fishermen, I believe.
The house lies ahead through the gate of a stone-walled enclosure. No light escapes from the windows. Nearby in the compound, there are two thatched-roof peasant huts, weak light emanating from one of the windows, and a barn where a horse nickers. I stop to consider which building would be best to approach, and then, as I take a step closer, the dogs come at me, snarling. I fend them off with the branch, hitting one of them in the head. It runs off whimpering while the others keep their distance, growling, and barking. I’m done for. They are going to wake everyone. I retreat into the adjacent cornfield, crouching there cold, miserable, and afraid, as a woman appears holding a lantern outside one of the huts. She calls off the dogs and shoos them into the barn. As she locks the barn door, she stares into the darkness in my direction before going to draw water from a well in the yard and returning to the hut.
I can’t stay here much longer as indecision eats away at my remaining determination. It’s time to make a move, either forward to Nicolescu, whatever the risk and chances of success, or back across the river in abject failure. I run to the hut showing light and knock hesitantly. The dogs continue barking hysterically in the barn. Nothing happens, and I try again more decisively.
“Who’s there,” asks a muffled woman’s voice in Ukrainian.
“It’s me,” I reply. What else could I say?
She opens the door a crack. People must be accustomed to seeing strange sights around here because she doesn’t slam the door in the face of the wet, disheveled, half-naked specter that stands before her.
“What do you want? Who are you looking for?” the woman asks as if I was routinely passing by.
“I have an important letter for Mr. Nicolescu. He needs to see it,” I say, also in Ukrainian.
She invites me into the hut. Alone in the single, earthen floor room, she wears widow’s black. Wrinkeled but unbent, her age is indeterminate. Most of the space in the room is taken up by a traditional wooden loom, while a large blackened icon of the Savior hangs above a stove. I rarely devoted attention to Christian symbols, having never, so far, entered a church and always hurrying by the ubiquitous roadside shrines in our vicinity with eyes averted. The narrative of Christianity and Christians as moral and physical threats was, since time immemorial part of our Jewish psyche, but I have no direct personal experience of it. Even the murder of my father by Jew-hating thugs, which undoubtedly weighed heavily on my perception of the people who surrounded us, didn’t feel like a religious issue. Now though, as I stand here shivering, Jesus on the cross seems to be observing me ominously. But, immediately, my attention is drawn away to a piece of bread on a side table, and without invitation, I grab it and chew hungrily. The woman sees that I am exhausted and soaked and tells me to sit and rest. She brings me a blanket and pours a cup of water, watching silently as I continue chewing the bread thoroughly.
When I finish, she says, “You are from over there. You’re a Jew.” It’s not posed as a question, and she clearly knows why I have come. I’m not the first desperate Jew who has shown up on her doorstep. To my relief, she doesn’t take long to make her decision. “I will take you to Mr. Nicolescu’s mother. She lives in the other hut. Maybe she will help you.”
“Thank you.” I’m wary of digging too deeply into the subject for fear of treading on sensitive toes, but I’m also anxious to find out what has happened on this side of the river and know what to expect if Ella and Sophie are to cross with me later. “Are there any Jews left around here?” I ask warily. “What about the Jews in the city?”
“They got rid of all our Jews,” she replies in a matter-of-fact tone. “They say the devil came for them. You need to watch out.”
“Come,” she beckons. “We should go to Nicolescu’s mother before anyone else sees you here. People won’t hesitate to give you up.” I follow her to the neighboring hut, where a tall, old woman approaches us. “Who is that with you, Bohuslava?” she calls out in Romanian. “Beware of robbers. I’ll get a stick and run him off.”
Bohuslava walks over to her. “Shh, be quiet,” she says in Ukrainian. “Stop fussing. He means no harm and just wants to show you something. “Come here quickly,” she gestures to me.
Grey-haired, slightly stooped, with one eye clouded by a cataract, she must be in her seventies but looks far from frail. She takes my hand with a firm grip. “Let’s go inside,” she says.
She lights a kerosene lamp. This is a much bigger and well-appointed abode with an ornate porcelain stove dominating the room and a dining table covered in a hand-embroidered red and white tablecloth. Adjacent to the stove stands a single bed occupied by a young woman sleeping, oblivious to us.
“Bohuslava, you may go,” the Romanian says. “Just keep your mouth shut, or it won’t be long before everybody is aware that you take in Jewish strays. We don’t need that kind of trouble.”
“What will I say?” answers the other woman on her way out. “That you have a new lover and a Jewish one at that,” she cackles.
“Sit,” the tall woman says, pointing to a chair beside the table. Like most Romanians living on the border, she is fluent in Ukrainian, while my Romanian is rudimentary at best. “Show me what you brought,” she asks. I remove it from the pig’s bladder and hand the grotty piece of paper to her. She dons reading glasses and concentrates on the message.
“Good Romanian,” is her first reaction. “Who wrote it? It couldn’t be you.”
“My wife,” I say tersely.
“Is she from around here?”
“She is from the city,” I reply. “Actually, we’re together but not officially married. She has a small child, her daughter, with her. They were forced across the river with others a few months ago, and we are trying to get back to the city to join relatives who might still be there. The situation on the other side of the river is deadly.”
“Yes, I know. It’s not really safe here, either. If you’re caught, they will send you back there without a second thought. Don’t expect much pity here because nobody wants to get in trouble for hiding Jews from the authorities.”
Not wanting to get into a discussion on motivations. I prefer to get to the point. “I was told that your son, Domnul Nicolescu, has experience getting people across the river. If your son could help us, we will take our chances. It’s preferable to certain death over there.”
“I can’t speak for him,” she says. “He is a good man, but I doubt, though, that he would be willing to take such a great risk. He was never involved in the smuggling of people across the border. It’s a bad business. For him, it has always been cigarettes and other contraband.”
I am surprised, honestly, that she speaks so openly of her son’s activities to a stranger… especially to one with a price on his head. Though she doesn’t hold out hope, her demeanor and attitude give me a sliver of confidence. “You should get some rest,” she suggests, “and I will take you to him in the morning.”
“What is your name?” I ask.
“Margareta. And yours?”
“I am Emil. Thank you, Doamna Margareta, for your kindness. I hope your son takes after you.”
She wakes the girl rudely and pushes her into the other room. “Here, take this bed. The servant girl can sleep in my room. I will leave some dry clothes for you and wake you when we need to go.”
“Thank you again. Good night.” I kiss her hand.
“Good night, Domnule Emil. Sleep well.”
I feel exhausted and drained, and my shriveled muscles ache from the unaccustomed effort of swimming across the water, but sleep remains elusive. It’s not the discomfort of the thin, lumpy mattress and the scratchy wool blanket that still hold the sour odor of their previous user, nor is it the constant, sometimes frantic, barking of dogs outside that keep rest at bay. By now, I’m also habituated to grasping moments of sleep in more dire circumstances, whether in the camp barracks or on the cold forest floor. Tonight I’m kept wide awake by the train of thoughts and questions running in a relentless loop through my mind. Are Ella and Sophie safe on the other side, alone with the Chumaks? Will Nicolescu agree to help without payment in advance? Will we be betrayed by the smuggler as so many have been before us? What lies in store for us on this side without any means for survival at our disposal? Should we hide in the countryside here or take the risk of heading for the city? I try to block out the most subversive, monstrous, cowardly, and tempting considerations, but they are there. The palpable fear of swimming back across the river toward the near certainty of death, tries to convince me that I’m now safer and that on my own, I stand a better chance of hiding and surviving. Yes, I would be abandoning Ella and Sophie, but by going back, I would only join them in being captured and killed. They would be safer staying with the Chumaks, who certainly would take pity and continue to conceal and support a defenseless woman and child. Or maybe I could remain here and just send the smuggler for them. I want to scream. I will go back.
The sun is up when Margareta nudges me awake and offers me a mug of hot tea while waiting as I put on the clothes she brought. They belong to a larger man, but they will have to do. I walk with her to the door of the house. A few people, already out and about, are on their way to work in the fields, some leading cattle and a flock of sheep. The men doff their hats and greet her, paying no attention to me.
Margareta instructs me to wait outside and enters without knocking. I hear raised voices inside. “Have you lost your mind? Why did you bring him here? Do you want to get us arrested? Send him away!” A few moments later, Margareta reappears with another woman, a pale ash blonde of about forty, holding a cigarette in her long elegant fingers with a worried look on her face — definitely not of the farming class. The woman scans the yard nervously.
“My mother-in-law told me what you want. I am sorry, but Mr. Nicolescu doesn’t do this business. We cannot do anything for you.” Her voice trembles and she is obviously terrified. “Anyway, he is not here. He is in the city, and I don’t know when he will be back. You must go. It’s dangerous here, and you will get us into trouble. Please go now.” She starts to retreat into the house.
I can’t hold her against her will, and if Nicolescu is indeed away, there is nothing more to be gained here. “Thank you, Doamna Nicolescu,” I say in Romanian and press my luck. “I will go, but could you kindly give me some bread?”
She goes inside and is soon back with half of a large loaf. I once again kiss her well-manicured hand and turn to leave.
“Mr. Emil,” says Margareta, “You should not wander around here in daylight. It’s dangerous to stay out in the open. Why don’t you hide in the barn till dark? It will be safer that way.”
“Again, you are so kind, Madame, but I must return to my family. It has been too long already. They are alone and will worry that something bad has happened to me. I will be as careful as I can.”
“Very well, if you must, but follow me.” She leads me into the forest on a narrow footpath that is a roundabout way down to the water’s edge. “Eat the bread, you need the strength, and it will be ruined in the water,” she says. I need no more encouragement as I almost choke, devouring it. She turns to leave. “Be careful, Emil, and good luck to you. I will talk to Nicolescu when he returns. Maybe he will agree to help. He has more conscience than that frightened ornament he calls his wife. How can he find you?”
“There is a peasant named Chumak. He knows where we are,” I tell her.
“Yes, Chumak. I know him. He also used to smuggle cigarettes before the war.”
“Thank you, Madame. I will remember your generosity.” She is gone.
I sit brooding among the trees looking at the river as the sun glints off the streaming water and listening to cheerful birds chirping. I can’t help but ponder the difference between the elderly women, Bohuslava and Margareta, and the wife of Nicolescu. I’m not surprised by the younger woman’s reaction. It is one version, slightly less brusque, of the general refusal to help Jews. But, all other considerations aside, who can blame people for fearing the fatal punishments meted out by the Germans and their Ukrainian lackeys to so-called Jew-lovers? Would I behave any differently in their shoes? I am more impressed, not to say astonished, by those candles in the darkness, people who have everything to lose, yet whose basic humanity causes them to stretch out their hands to support their fellow men and women. That rough peasant Chumak, whose whole universe is his tiny homestead next to an unknown village on the banks of the river, heads my list of the righteous. Now I add Bohuslava and Margareta to it. The existence of such people, beyond their contribution to our physical safety, keeps alive my essential positivity toward humankind and allows me to still retain some belief in our survival.
What next, I ask myself? I achieved nothing and have no other plan in reserve. Swimming back in broad daylight now seems suicidal. Maybe drowning is a good option? But that means abandoning Ella and the child, and I have already decided this is not an option. Bring back yesterday’s rain, I pray. I pray, though my belief in the idea of an Almighty, never cast-iron, has been dramatically undermined by the past year’s events. Then the wind picks up, and the miracle unfolds. Dark clouds scud across the sky, and the first drops wet my face, replacing the tears. In moments the downpour becomes torrential. I tie the new clothes around my neck and dive into the river, feeling more energetic on my way back. The current is slow enough for me to gradually dog-paddle most of the way across and finish with a few crawl strokes.
I’m carried only about a half-kilometer downstream, and elation replaces caution as I drag myself onto the riverbank and start walking. Climbing up the steep slope, Chumak’s hut is soon ahead, but when I approach and enter it, nobody is there. I look for Ella and Sophie, but the barn is empty too, and figuring that Chumak is probably out working in the field, I continue upwards into the forest towards our erstwhile hiding place. Ella and Sophie are supposed to wait there for me in case of trouble. I call out not to surprise them but there is no reply. I run to the hideout. They are gone.
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 still refuses to budge on not admitting 2 Jewish students into the school – because their mother had a Conservative, not an Orthodox conversion
By BERNIE BELLAN (August 25, 2026) This story was originally posted to this website on July 17. At the time I was hoping that all the negative publicity this story would have generated for the Hamilton Hebrew Academy and the Hamilton Jewish Federation would have led the school to back off its awful position of refusing to admit 2 young Jewish girls into the school this coming fall for the simple reason their mother had a Conservative conversion to Judaism, not an Orthodox one. I had also hoped that it might lead to the Hamilton Jewish Federation – which provides a great deal of financial support to the school – to intervene and try to knock some common sense into the dean of HHA – who also happens to be a rabbi.
While the school has not budged from its position of refusing to admit 2 Jewish students, apparently there has been a more conciliatory response from the new CEO of the Hamilton Jewish Federation – but still not enough to sway the very stubborn dean of Hamilton Hebrew Academy, Rabbi Daniel Green.
I am told though that Rabbi Green is incensed at the negative publicity the original story has caused. You would think the embarrassment a story like this would have caused would haveled him to back down from his position – but no – so far nothing has changed. I had removed this story from this website for one week in the hope that removing it might lead to some behind the scenes rapprochement between Rabbi Green and the family that has been so unfairly treated. And, while this story was also published in the print Jewish Post, both the Hamilton Jewish News and even the Canadian Jewish News didn’t bother to report it. I’m not sure what that says about both publications. I wouldn’t have expected much from the Hamilton Jewish News; it’s owned by the Hamilton Jewish Federation so it’s no surprise it wouldn’t even want to delve into this story – but the CJN?
It’s baffling why a publication that was willing to go so hard after as important an organization as the Jewish National Fund when the CRA removed the JNF’s charitable status would choose not to do a story about a Jewish school that won’t admit two Jewish students on the grounds their mother didn’t have an Orthodox conversion. (By the way another mother who also didn’t undergo an Orthodox conversion was told her son could be admitted to the school. Why the double standard, Rabbi Green? Oh, I forgot: You said you wouldn’t comment on this story any further.)
Shame on Rabbi Green, the Hamilton Hebrew Academy board – and the Hamilton Jewish Federation if it too refuses to budge from its position of refusing to get involved in this deplorable situation. The position you have taken is totally antithetical to everything I have been taught about “Derech Eretz” and how to lead a proper Jewish life.
Here is the original story – 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.”
Features
What Is Next for Israel and Hezbollah?
By HENRY SREBRNIK During Operation Rising Lion in 2025, the Iranians discovered that the proxies they had built up for years failed to provide the assistance expected of them. Hezbollah, their most important ally, refrained from opening a front against Israel.
But in the current war, Hezbollah’s Secretary-General Naim Qassem responded to pressure from Tehran and carried out his threat to open fire on Israel. It sent tens of thousands of Israelis in the Galilee into shelters several times a day. This time Hezbollah proved effective. What now?
On June 26, after a series of five bilateral meetings hosted by the United States, representatives of the Israeli, Lebanese, and U.S. governments signed the Trilateral Framework Agreement, declaring their shared “ambition to end conflict between them, ensure the sovereignty and security of both countries, and establish peaceful neighborly relations between the two countries.”
Israel and Lebanon agreed to a framework which would include the disarming of Hezbollah, the phased withdrawal of Israel from areas conquered over the last three years of war, and the deployment of the Western supported Lebanese Armed Forces (LAF) to the areas evacuated by Israel. So far, three “pilot zones” have been established, in the areas of Faroun, Srifa and Zawtar al-Gharbiya. “It’s the beginning of the beginning. There’s a lot of work ahead,” U.S. Secretary of State Marco Rubio said after the signing ceremony. That’s an understatement!
Lebanon’s President Joseph Aoun, a Maronite Christian, made his first ever White House visit on July 21. The Washington meeting with President Donald Trump, the first for a Lebanese president since 2009, was meant to move forward on the project to sever Lebanon from Iran’s orbit, disarm Tehran’s proxy Hezbollah, and pave a way toward Lebanon-Israel peace.
Aoun recalled that the army’s collapse in 1975 led to the emergence of militia groups, a civil war and the Palestinian takeover of the country’s south, which was used to launch attacks on Israel.
But there remain legitimate doubts about Beirut’s willingness to follow through on promises to disarm and dismantle Hezbollah. The last round of such efforts in late 2025 failed. Lebanese leaders have promised to disarm Hezbollah multiple times over the past thirty-five years, without success. The United States has sent the LAF more than $3 billion in aid since 2006. And yet two decades later, Hezbollah is still armed and still on Israel’s northern border.
“America needs to support the LAF,” Aoun told Trump. “Without the LAF,” he continued, “everything will collapse.” And as he told a group after his meeting with Trump, the aid must be “immediate and unconditional.” Could the army plausibly disarm Hezbollah? Since 2022 Washington has been paying LAF salaries directly, yet there has been no change.
The LAF is generally thought to consist of about 50 per cent Shia Lebanese among its rank and file, and around 30 per cent in its officer corps. Such a force would split along sectarian lines were it to be deployed against Hezbollah. Until Hezbollah’s control over the Shiite community weakens, it remains unclear whether the army can perform the task.
Anyhow, eliminating Hezbollah is virtually impossible, because its very existence is just part of what makes Lebanon an ongoing failed state. Hezbollah is not merely a military organization. It is the product of a particular geopolitical environment, a particular historical experience, and a particular understanding of survival.
Over the past four decades, it has evolved into a political party, social welfare provider, military force and ideological movement deeply rooted in Lebanon’s Shia communities. While military action can weaken it, the social and political foundations that sustain Hezbollah are much harder to remove.
The people who demand Hezbollah’s disarmament often begin with an idealized image of Lebanon rather than the Lebanon that exists. They imagine a state capable of protecting all its citizens equally and defending its borders independently. That is very far from reality.
Modern Lebanon was constructed around a delicate sectarian formula that sought to balance competing communities rather than forge a single national project. Lebanon’s sectarian power-sharing arrangement was formed under the National Pact of 1943 and the Taif Agreement of 1989. Different factions cultivated different external patrons, be they France, Iran, Saudi Arabia, or Syria. Political identity often became intertwined with foreign sponsorship and external alliances. The result was a state that never succeeded in creating a unified national consciousness.
For much of the country’s history, the Shia Muslims were widely regarded as the country’s most politically and economically marginalized community. They were often viewed with suspicion by the authorities and lacked the institutional recognition enjoyed by other religious communities.
So, for the Shia population, Hezbollah is not merely a political party or an armed movement. It is an insurance policy against annihilation. The Shia community in Lebanon looks around the region today and sees opponents everywhere — not just Israel, but Sunni Muslim militants ruling Syria, Turkey, Jordan, and Saudi Arabia as well – states that consider Shia Islam a heresy to be extinguished. (Lebanon’s own Sunnis also fit that description.) Under such conditions, disarmament begins to look like suicide.
President Donald Trump’s suggestion that Syria might get involved in Lebanon again is ridiculous. Any Syrian intervention under its new Sunni rulers would allow Hezbollah to claim credibly that Lebanon faces a new external threat. Whereas many Lebanese question Hezbollah’s claims that it is protecting Lebanon from Israel, there would likely be greater agreement that a Syrian incursion merits resistance. Many Lebanese would view it through the lens of Syria’s 29-year occupation of Lebanon, fuelling concerns about a return of Syrian influence over the country.
Since the fall of the Assad regime, Hezbollah has portrayed the new government in Damascus as a jihadi organization that seeks to carry out sectarian massacres against the Shias. This has actually increased Hezbollah’s legitimacy within its own support base – those who already view Hezbollah as a resistance movement that seeks to fight against any external actor.
Nonetheless, in the recent conflict Israel has significantly weakened Hezbollah. The organization since the Gaza war began has lost most of its long-range and heavy missiles, and about 8,000 of its fighters and commanders have been killed, out of roughly 30,000.
But Hezbollah has not been decisively defeated, nor will it be. The problem is that when a state is faced with an armed force on its soil that doesn’t want to disarm, the usual recourse available to the state is coercion. The Lebanese state has neither the will nor capacity to do so and is no longer sovereign, in any meaningful sense.
As long as the conditions that created Hezbollah remain intact, the expectation that it will voluntarily surrender its weapons will remain a fantasy. It is up to Israel alone to keep Hezbollah north of the Litani River, where the group’s short-distance missiles and drones cannot reach Israel’s population centres.
Henry Srebrnik is a professor emeritus of political science at the University of Prince Edward Island.
