Hiring a Remote Amazon Ads Expert vs a General Digital Marketer: Which Is Right for You?

Choosing between hiring an Amazon Ads expert or a general digital marketer depends on your business goals and primary sales channels. Here’s the short answer:

• Amazon Ads Expert: Best for businesses heavily reliant on Amazon as a sales channel. Ideal if you’re spending $5,000+ monthly on Amazon ads and need someone who can optimize campaigns, manage inventory-linked ad spend, and boost your ROAS and organic rankings.
• General Digital Marketer: Perfect for brands that operate across multiple platforms (Google, Meta, TikTok) or want to diversify beyond Amazon. They handle everything from search ads to email campaigns and focus on multi-channel strategies for brand growth.

Quick Overview:

• Amazon Ads experts specialize in platform-specific strategies like managing ACoS, TACoS, and Amazon’s A9 algorithm.
• General digital marketers manage broader campaigns across multiple channels, focusing on CAC, LTV, and blended ROAS.
• Specialists are more effective for Amazon-first brands; generalists offer flexibility for multi-platform growth.

Key Tip: Spend over $10,000/month on Amazon? Go with a specialist. Want to reduce reliance on Amazon or build brand awareness? A generalist is your best bet.

How to Hire an Amazon PPC Specialist | Tips from 1000+ Interviews

What an Amazon Ads Expert Does

An Amazon Ads expert lives and breathes the Amazon marketplace. Their primary goal? To maximize your return on ad spend (ROAS) within Amazon's ecosystem. Unlike generalists who juggle multiple platforms like Google, Meta, or TikTok, these specialists dedicate their energy solely to Amazon's advertising tools. They excel in managing Sponsored Products, Sponsored Brands, Sponsored Display, and Amazon DSP campaigns - a focus that's crucial given the platform's complexity and the constant need for fine-tuning.

Here’s a closer look at what they do.

Core Responsibilities

The daily grind of an Amazon Ads expert revolves around managing campaigns and optimizing performance. They craft keyword strategies by identifying high-performing keywords, eliminating ineffective ones, and adjusting bids based on product performance. Budget allocation across campaigns is another key task, and many experts now lean on machine learning tools for smarter, automated bidding.

Targeting is another area where they shine. Experts use both automatic and manual methods to refine targeting - whether it’s by keywords, ASINs, categories, or competitors. They also work on enhancing ad creatives, fine-tuning headlines, and improving video ads. Using A+ and Enhanced Brand Content, they aim to increase conversion rates. And they don’t stop there - they align ad campaigns with inventory levels, ensuring budgets aren’t wasted on products that are out of stock.

"Managing campaigns isn't just about picking keywords and setting budgets. You need to constantly test, optimize bids, adjust targeting, manage match types, clean up search terms, monitor your ACoS and TACoS." - ZonHack ^[5]

The results? They speak for themselves. For instance, an Amazon specialist helped All American Canine grow sales eightfold to $60,000 per month in just four months. This included a 22% boost in click-through rates and a 17.5% improvement in conversion rates, all while maintaining a break-even PPC strategy ^[6]. Another expert propelled NatureWise’s revenue from $14 million to $96 million over three years through listing optimization and strategic brand expansion ^[6]. And in one standout case, a specialist doubled Purple’s Amazon sales in just three months, followed by an 800% increase for their flagship product within a year - all while cutting ad spend by 10% ^[6].

Tools and Performance Metrics

Amazon Ads experts rely heavily on specialized tools and metrics to achieve these results. Platforms like the Amazon Ads Console, Perpetua, Pacvue, Teikametrics, and Quartile are their go-to for managing campaigns. For deeper insights, they turn to analytics tools such as Amazon Marketing Cloud (AMC), DataHawk, and Intentwise. When it comes to keyword discovery and competitive analysis, tools like Helium 10 and Jungle Scout are indispensable.

Tracking the right metrics is also a big part of their job. Key metrics include ACoS (Advertising Cost of Sale), which measures the efficiency of ad spend relative to revenue, and TACoS (Total Advertising Cost of Sale), which offers a broader view by comparing ad spend to total sales, including organic revenue. They also monitor ASIN-level performance, track New-to-Brand (NTB) metrics to gauge market share growth, and assess how paid ads contribute to organic ranking improvements through increased sales velocity. This level of detailed monitoring is what sets an Amazon Ads expert apart from generalists managing multiple platforms.

What a General Digital Marketer Does

A general digital marketer oversees campaigns across various digital platforms. Unlike an Amazon Ads expert, who zeroes in on marketplace performance, a generalist juggles campaigns spanning Google, Meta, TikTok, email, SEO, and content. Their expertise lies in connecting all these customer touchpoints - from the first ad impression on social media to a retargeting email that seals the deal.

This role demands both strategic thinking and hands-on execution. They manage budgets, ensure messaging consistency across channels, and link brand awareness efforts to measurable conversions. This integrated approach supports businesses as they grow and adapt.

What sets them apart from single-platform specialists is their ability to create cohesive, multi-channel campaigns that deliver results.

Core Responsibilities

General digital marketers are tasked with orchestrating campaigns across search engines, social media, and customer lifecycle channels. On the paid media front, they design high-intent campaigns, explore audience segments, and experiment with ad formats. For instance, they might use Google Ads to drive search traffic, Meta and TikTok for brand discovery, and even LinkedIn for targeting B2B audiences. Beyond paid media, they also focus on customer retention through email and SMS campaigns, leveraging tools like Klaviyo or Mailchimp to automate workflows. These could include welcome emails, abandoned cart reminders, or post-purchase follow-ups, which are highly effective. For example, automated email flows boast a 1.97% order rate, far outpacing the 0.10% seen with one-off campaigns. Plus, email marketing delivers an impressive $36 return for every $1 spent^[9].

As the digital landscape shifts away from third-party cookies, these marketers are also at the forefront of adopting first-party data strategies. They implement customer data platforms (CDPs) to optimize data usage and ensure compliance with privacy regulations like the Privacy Sandbox. Additionally, they’re expanding into retail media opportunities beyond Amazon^[9].

Tools and Performance Metrics

To manage their wide-ranging responsibilities, general digital marketers rely on a diverse set of tools. For paid media, platforms like Google Ads, Meta Ads Manager, and TikTok Ads Manager are essential. Analytics tools such as GA4 and BigQuery provide critical insights, while email and SMS campaigns are powered by services like Klaviyo and Mailchimp. Customer relationships and sales pipelines are managed through CRM systems like HubSpot and Salesforce, both of which are rated 4.4/5 on G2^[9].

Their performance metrics reflect their multi-channel approach. Instead of focusing on platform-specific measurements like ACoS, they track broader indicators such as Customer Acquisition Cost (CAC), Lifetime Value (LTV), and blended ROAS to evaluate overall campaign effectiveness. For email, they monitor metrics like open rates, placed order rates, and revenue per recipient. This comprehensive view allows them to allocate budgets wisely and pinpoint the channels delivering the best ROI^[9].

Comparing Amazon Ads Experts and General Digital Marketers

These two roles thrive in entirely different environments. An Amazon Ads expert focuses solely on Amazon's ecosystem, managing campaigns tailored to shoppers who already have purchase intent. On the other hand, a general digital marketer oversees campaigns across multiple platforms - like Google, Meta, and TikTok - targeting users who may not yet know what they want to buy.

This difference shapes their tools, metrics, and goals. Generalists emphasize multi-channel strategies, lead generation, and creating brand awareness through platforms like search engines and social media. In contrast, Amazon specialists zero in on mastering the Buy Box and optimizing campaigns for Amazon's A9 algorithm.

"Amazon's A9 algorithm is the backbone of its search and advertising platform. A deep understanding of how it works is crucial for effective Amazon PPC optimization." - Taktical Team ^[2]

When you hire an Amazon expert, you’re getting someone who ties ad spend directly to inventory management, ensuring ads run efficiently without risking overselling. A generalist, however, focuses on guiding customers through the entire funnel - from the first impression to the final purchase. Both roles are essential but serve very different purposes, as highlighted below:

Side-by-Side Comparison

The table highlights their distinct approaches. Amazon specialists rely on tools like Pacvue and Perpetua to automate bidding and monitor inventory in real time. General digital marketers, however, use platforms like Google Analytics and Meta Ads Manager to oversee performance across multiple channels, focusing on metrics like customer acquisition cost and lifetime value. Both roles are crucial, but their expertise aligns with different business goals.

When to Hire an Amazon Ads Expert

Best-Fit Scenarios

Hiring an Amazon Ads expert becomes a smart move when Amazon serves as your primary sales channel and your monthly ad spend hits the $5,000 to $10,000 range. At this level, even small tweaks in ad performance can translate into thousands of dollars in added profit. If your ACoS is over 40% or your TACoS keeps climbing despite your adjustments, it's a clear sign your current strategy isn't working ^[5][1].

Another key moment to bring in an expert is when your sales have hit a plateau. Flat impressions and declining click-through rates often signal the need for specialized help ^[5]. This is especially true when your brand has outgrown basic Sponsored Products campaigns and is ready to explore more advanced formats like Sponsored Brands Video, Sponsored Display, or Amazon DSP ^[5][3]. These require a deeper level of expertise that general marketers may lack.

An expert is also invaluable if you’re dealing with inventory-related ad waste, such as overspending on low-stock or overstocked items ^[5][6]. And if you have great products with strong reviews, but competitors are still outranking you on page one, a specialist can help identify why your ad spend isn't converting into the visibility you need ^[5]. These scenarios underscore the value of Amazon-specific expertise.

Why Specialists Deliver Better Results

Now, let’s dive into why Amazon specialists tend to outperform general marketers. They have a detailed understanding of the A9 algorithm, which allows them to improve your ad rank through relevance and listing optimization - not just by throwing more money at bids ^[2]. For instance, an Amazon expert helped All American Canine reach $60,000 in monthly sales by increasing click-through rates by 22% and boosting conversion rates by 17.5%, all while maintaining break-even PPC ^[6].

"Hiring the right Amazon PPC expert is a long-term asset, not a quick fix. The right partner will not only reduce wasted spend, but unlock sustainable growth." - ZonHack ^[5]

Case studies like this highlight how specialists can drive significant improvements in both sales and ad efficiency. They focus on Amazon-specific metrics like TACoS and Buy Box stability, which are crucial for leveraging Amazon's unique "flywheel" effect. This effect means that ad sales don’t just generate revenue - they also improve your organic ranking, creating a cycle of growth ^[5][6].

For brands spending $10,000 or more per month on Amazon Ads, the cost of hiring an expert - usually 10–15% of your ad spend - is often quickly recouped through better ROAS and reduced ad waste ^[5]. If you’re hesitant to commit, consider starting with a 30-day trial to see if the specialist can deliver measurable improvements in your account performance ^[5].

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When to Hire a General Digital Marketer

Best-Fit Scenarios

A general digital marketer is a great choice when Amazon isn’t your only sales channel or when you’re trying to reduce reliance on it. Many eCommerce brands eventually reach a stage where they want to launch a direct-to-consumer (DTC) initiative to build a stronger connection with their customers ^[11]. This is where a generalist can make a big impact.

If your campaigns span platforms like Google Ads, Meta (Facebook/Instagram), TikTok, or LinkedIn, you’ll need someone who can juggle budgets across these channels ^[10]. For instance, a generalist could allocate 70% of your budget to search ads, 20% to social media, and 10% to experimental campaigns on platforms like TikTok Shop or Pinterest ^[10]. This level of platform diversification calls for a broad skill set that goes beyond what an Amazon specialist typically provides.

General marketers are also ideal for top-of-funnel growth. If your focus is on building brand awareness and engaging customers before they’re ready to buy, platforms like Instagram, TikTok, and LinkedIn are essential ^[10][11]. Generalists can craft creative strategies tailored to each platform’s audience. Plus, with Alphabet (Google) and Meta accounting for nearly 60% of global digital ad spend, compared to Amazon’s 7.5%, it makes sense to invest in these channels to reach customers earlier in their journey ^[2]. This strategic mix sets the stage for better overall ad performance.

Benefits of Multi-Platform Experience

Let’s dive into some key advantages of hiring a general digital marketer and their ability to take a big-picture approach.

One major benefit is their skill in managing diversified budgets and creating a unified brand presence across multiple platforms. Generalists can shift budget allocations based on performance - like moving funds from high-cost Google Ads to more affordable Bing Ads or niche social platforms when it’s a smarter move ^[10]. This adaptability is especially useful when testing out new channels or finding the most effective growth opportunities.

Generalists also oversee the entire customer journey. While an Amazon expert might focus on metrics like lowering ACoS or winning the Buy Box, a generalist looks at the bigger picture - from brand awareness to consideration, purchase, and beyond ^[12]. For example, combining Amazon Sponsored Products with broader programmatic display ads can boost conversion rates by 19% compared to relying on search ads alone ^[12]. And if you’re using Streaming TV or video ads, you’ll need someone who understands that 70% of purchases happen 3–14 days after the initial interaction, rather than immediately ^[12].

"I have been contacted by many ecommerce brands who want to mitigate risk from having too many eggs in one basket and launch a DTC initiative on their own website to connect at a deeper level with their customers." - Neal Schaffer ^[11]

Finally, for small to mid-sized businesses with limited budgets, a generalist can handle multiple smaller accounts across different platforms without requiring the overhead of hiring several specialists ^[10][5]. This makes them a cost-effective choice while you’re figuring out which channels deliver the best results. This holistic approach lays the groundwork for comparing the roles of generalists and specialists in your marketing strategy.

Hiring Costs in 2026: Amazon Ads Expert vs General Digital Marketer

Monthly Rates by Region

Understanding the financial landscape of hiring Amazon Ads experts versus general digital marketers can help you make smarter decisions. By 2026, Amazon Ads experts are commanding higher fees, thanks to their specialized expertise in areas like the A9 algorithm, DSP tools, and platform-specific metrics such as ACoS and TACoS ^[5].

This premium pricing reflects their ability to directly impact revenue, particularly for businesses managing ad budgets of $10,000 or more each month. Senior-level Amazon consultants with a proven track record can charge up to three times more than entry-level managers, as their strategic insights often lead to faster profitability ^[5].

Rates also vary significantly by region. For example, hiring talent from Eastern Europe or LATAM can save you 30–50% compared to U.S.-based professionals ^[5]. The table below highlights these regional differences:

For businesses with smaller ad budgets, most agencies set a minimum monthly spend of $5,000–$10,000 ^[13]. If your budget falls below this range, consider hiring a fractional expert or leveraging platforms like RemotelyTalents. These options connect you with pre-vetted Amazon specialists on more flexible terms, avoiding the overhead costs of a full-service agency ^[4][7].

Ultimately, aligning your hiring decisions with your ad budget and business growth stage can maximize your return on investment.

Why Platform Specialists Matter More in 2026

As Amazon's ecosystem becomes increasingly intricate, the gap between specialized expertise and generalist approaches grows wider, directly impacting performance outcomes.

New Amazon Ads Features and Complexity

By 2026, Amazon's advertising platform has transformed into a sophisticated system that goes far beyond traditional keyword bidding. With generative AI search now emphasizing brand authority and relevance, advertisers can no longer rely on basic optimization tactics to succeed ^[13].

Managing Amazon ads today involves juggling multiple formats - Sponsored Products, Sponsored Brands, Sponsored Display, and Amazon DSP - to engage customers both on and off Amazon ^[3][13]. This full-funnel approach requires a deep understanding of how these formats interact, rather than treating them as isolated campaigns.

Amazon has also introduced advanced tools like inventory-aware bidding, which aligns ad spend with stock levels, pricing, and profit margins, helping advertisers avoid wasted budgets ^[6]. Strategies like dayparting, where bids are adjusted based on the time of day, can cut advertising cost of sales (ACoS) by 30% to 50% without sacrificing sales volume ^[13].

With Amazon accounting for 7.5% of global digital ad spend ^[2], competition has intensified, driving up costs. Specialists who master these tools are able to deliver measurable results that justify their higher fees. In fact, leading Amazon agencies report an 84% year-over-year profit growth for their clients by integrating paid ads with organic strategies ^[13].

These advancements underscore why specialists consistently outperform generalists in Amazon's complex ecosystem.

Where Generalists Fall Short

While specialists excel in navigating Amazon's complexities, general digital marketers often fall back on a one-size-fits-all approach that doesn’t work for this platform. Most generalists lack a deep understanding of the A9 algorithm, which prioritizes relevance scores alongside bids. Simply bidding high won’t secure ad placements if the listing’s relevance score is weak ^[1][2].

"Running an Amazon business today is nothing like it was five years ago. Competition has exploded. CPC costs are rising, Amazon's ad ecosystem is evolving rapidly, and even established sellers are struggling to stay profitable." - ZonHack ^[5]

Generalists often struggle to adapt to Amazon’s frequent algorithm updates and miss key opportunities, such as syncing ads with inventory levels or leveraging negative keyword sculpting to counter rising cost-per-click (CPC) expenses ^[5][13]. Additionally, Amazon’s 48-72 hour attribution delay makes real-time ad optimization nearly impossible without the right tools and expertise ^[1].

Perhaps the biggest shortfall is their reliance on ACoS as the sole metric for success. Specialists, on the other hand, focus on TACoS (Total Advertising Cost of Sales), which measures how ad spend contributes to overall business growth, including organic sales lift ^[13]. This broader perspective enables specialists to develop sustainable, long-term strategies instead of chasing short-term wins that fail to scale.

Where to Find and Hire Each Role

The process of hiring varies depending on the role. For instance, Amazon Ads experts require highly specialized skills tailored to the platform, while general digital marketers bring broader, multi-channel expertise to the table.

Hiring Amazon Ads Experts

If you're looking for Amazon Ads specialists, RemotelyTalents is a great starting point. They connect you with pre-vetted experts from Europe, Latin America, and North America. You can expect to find qualified candidates within two weeks, with pricing starting at $1,000/month for ongoing support or $1,450/month for a one-time placement ^[6]. Their senior recruiters understand Amazon-specific needs like A9 algorithm mastery, inventory-aware bidding, and DSP management.

Another option is MarketerHire, which vets only the top 1% of candidates from a vast network of over 60,000 marketers. They typically match businesses with specialists within 48 hours ^[6]. Their two-week trial-to-hire model allows you to evaluate candidates before committing, and 95% of clients end up hiring the first expert they’re matched with ^[6]. For example, Amanda, a MarketerHire expert, helped grow NatureWise's revenue from $14 million to $96 million in just three years through optimized listings and improved visibility ^[6].

"Most matches happen within 48 hours. Campaigns typically launch within the first week. Much faster than the 3-6 months traditional hiring takes." - MarketerHire ^[6]

If you prefer working with agencies, consider Amazon-focused firms like Canopy Management, Thrive, or AMZ Advisers. These agencies often employ former Amazon employees who bring insider knowledge to their strategies ^[13]. With client retention rates as high as 99.1%, compared to the industry average of 68%, these agencies are well-suited for businesses spending $5,000 to $100,000+ monthly on Amazon ads. While their services come at a premium, the results they deliver often make the investment worthwhile ^[13].

If your needs extend beyond Amazon Ads to include multi-channel strategies, you'll want to explore options for hiring general digital marketers.

Hiring General Digital Marketers

Finding general digital marketers is often more straightforward, though it requires thorough vetting. LinkedIn is a popular platform for sourcing multi-channel specialists. Use advanced search filters with keywords like "PPC", "SEO", or "Social Media Strategy" to identify candidates with the right mix of skills ^[10]. Direct outreach through InMail tends to yield better results than waiting for applications.

RemotelyTalents also offers a Self Service plan for $299, which promotes your job to a pool of 10,000+ pre-vetted candidates. This option works well if you prefer handling the interview process yourself.

For businesses looking for fractional or project-based help, MarketerHire provides growth marketers and fractional CMOs starting at around $5,000 per month ^[6]. These experts can manage campaigns across platforms like Google, Meta, TikTok, and email to create cohesive customer experiences ^[7][10]. Alternatively, freelance marketplaces offer independent consultants who charge between $500 and $3,000 monthly, depending on the scope of work. However, these freelancers require careful vetting to ensure quality ^[5].

"A seasoned PPC expert helps ensure well-planned and successful PPC campaigns that let you reach prospects before your competitors do." - Chris Toy, CEO of MarketerHire ^[7]

For additional options, check out Slack channels, Facebook Groups, and industry forums where active and passive candidates often engage ^[10]. Paid trial periods - typically two weeks - can help you assess how well candidates integrate multi-channel strategies before making a long-term commitment ^[7][10].

Conclusion

Deciding between an Amazon Ads expert and a general digital marketer comes down to your primary sales channels and growth goals. If Amazon generates most of your revenue - especially with ad spends of $5,000 or more per month - an Amazon specialist can deliver better results. Their in-depth platform expertise helps protect your profit margins and maximize ad performance ^[1][6]. On the other hand, if you’re experimenting across platforms like Google, Meta, or TikTok, a general digital marketer is better suited to manage diverse campaigns, making them a great fit for early-stage brands ^[5][7].

The numbers back this up. For instance, All American Canine saw their Amazon sales jump 8x to $60,000 per month in just four months by working with a specialist. This included optimizing listings to achieve a 22% click-through rate (CTR) and a 17.5% conversion rate (CVR) ^[6]. Achieving these kinds of results is much harder for a generalist who splits their focus across multiple platforms.

Before making your decision, calculate your breakeven ACoS (Advertising Cost of Sales) based on your pre-ad profit margin ^[1]. This metric will be key in evaluating ad performance. If you’re managing 100+ SKUs or spending more than $10,000 per month, the complexity of your operations likely calls for specialized expertise ^[5]. For brands at this stage, services like RemotelyTalents can connect you with pre-vetted Amazon Ads specialists, often within two weeks.

Ultimately, aligning your hiring strategy with your sales focus and ad spend is critical for driving efficiency and growth. Whether you choose a specialist or a generalist, tailoring your approach to match your business needs will position you for success in the competitive landscape of 2026.

FAQs

What’s the difference between hiring an Amazon Ads expert and a general digital marketer?

An Amazon Ads expert is dedicated to mastering the Amazon ecosystem. They specialize in tools like Amazon Ads Console, Perpetua, and Pacvue, focusing on tasks such as managing Amazon PPC campaigns, fine-tuning bids, segmenting ASINs, and improving rankings. Their success is often measured through metrics like ACoS, TACoS, and ASIN-level ROAS. This role is a perfect fit for brands that are deeply invested in Amazon, with monthly ad budgets ranging from $5,000 to over $100,000.

On the other hand, a general digital marketer works across a variety of platforms, such as Google Ads, Meta, TikTok, email marketing, and SEO. They create and manage omnichannel strategies, leveraging tools like Google Ads and GA4, and focus on broader business metrics like customer acquisition cost (CAC) and lifetime value (LTV). This role is ideal for brands aiming to diversify their traffic sources and drive top-of-funnel growth rather than honing in on one specific platform.

When should your business hire an Amazon Ads expert instead of a general digital marketer?

If your business leans heavily on Amazon as its main sales channel and allocates $5,000–$50,000+ per month to Amazon-specific advertising, bringing an Amazon Ads expert on board is a wise move. These professionals are laser-focused on Amazon’s platform, offering specialized skills in managing and optimizing Sponsored Products, Sponsored Brands, and DSP campaigns. They excel in refining keyword targeting, adjusting bidding strategies, and analyzing ASIN-level performance to help boost your ROAS while keeping ACoS in check.

An Amazon Ads expert becomes indispensable when your brand hits a performance ceiling, struggles with rising CPCs, or needs to navigate Amazon’s increasingly intricate advertising environment, which now includes video ads and advanced analytics. For businesses with a sizable Amazon ad budget and a need for detailed, marketplace-specific insights, these specialists are far more effective than generalist digital marketers.

How can hiring an Amazon Ads expert improve my return on ad spend compared to a general digital marketer?

An Amazon Ads expert can make a big difference in boosting your return on ad spend (ROAS) by zeroing in on Amazon's unique marketplace. They bring expertise in optimizing campaign structures, fine-tuning keyword targeting, and adjusting bids right down to the ASIN level. This ensures that every dollar you invest is working hard to drive sales. Using tools like Amazon Ads Console, Perpetua, and Pacvue, they can refine campaign performance, cut down on wasted spend, and reduce your ACoS (Ad Cost of Sale).

Unlike general digital marketers who juggle platforms like Google, Meta, or TikTok, Amazon Ads experts are laser-focused on Amazon’s ecosystem. They understand the ins and outs of Amazon’s algorithm, ad formats like Sponsored Products and Sponsored Brands, and how the platform’s ranking systems work. This deep knowledge enables them to uncover high-margin opportunities, allocate budgets more effectively, and deliver precise, data-backed results that generalists often miss. If your business depends heavily on Amazon, bringing in a specialist is the smartest way to improve ad performance and profitability.

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