Monetizing Your Mental Capital, Season 3, Episode 10. Host: Will Christensen. Guest: Ruben Alikhanyan. Recorded February 2026.
Are you guessing who actually buys your product, or do you know?
In this episode of Monetizing Your Mental Capital, Will Christensen sits down with Ruben Alikhanyan, founder of PAS (Professional Amazon Services), an agency that oversees 40 Amazon brands and did close to $100 million in overall revenue last year with $40 million-plus in yearly advertising management. Ruben has been in e-commerce since 2013, starting as an Amazon wholesaler during the dropshipping boom, and now also owns two brands himself with a third acquisition in progress.
Ruben walks through Amazon's brand analytics demographic data, buried under the Brands menu in Seller Central, and why most sellers either never open it or only skim surface-level percentages instead of using it. He shows his actual process: download the demographic reports by quarter, build one master file, then feed it into an AI tool (he's used ChatGPT and is increasingly using Claude) to build detailed customer avatars, complete with names, ages, and buying triggers.
From there, Ruben and Will work through a real example: rewriting a kids' bento box listing title using the avatar data instead of guesswork, cutting jargon like "1100 ML" in favor of words real buyers search for, like "large" and "two compartment." They also get into layering in FBA return reports and review data on top of the demographic baseline, running everything through Amazon's built-in A/B test before committing to changes, and why ignoring this data means Amazon's AI assistant, Rufus (now Alexa for Shopping), won't be able to find your product's answers when shoppers ask it directly.
In this episode
- 00:00 Intro
- 00:32 Ruben's background: PAS, 40 brands, ~$100M managed
- 02:56 Where to find Amazon's demographic data in Seller Central
- 08:28 Building a master file and feeding it into AI
- 10:02 Turning demographic data into a customer avatar
- 13:03 Real example: the wheat bento box launch
- 17:31 Layering in review data and FBA returns
- 22:00 Rewriting a listing title using the avatar
- 27:20 Turning your customer avatar into a Rufus optimization tool
- 33:04 Sifting Rufus questions through the demographic lens
- 34:12 How to reach Ruben
Connect with Ruben
- LinkedIn: https://www.linkedin.com/in/ruben-alikhanyan-558b07199/
- Website: https://pasagency.com/
- Email: ruben.a@pasagency.com
Resources mentioned
- Amazon Brand Analytics (in Seller Central, under Brands, then Brand Analytics)
