Neato raises $25M to expand its 2P e-commerce accelerator model beyond Amazon into additional marketplaces

Neato, a Las Vegas-based 2P e-commerce operator that partners with consumer brands as their exclusive online retailer by purchasing inventory directly and managing listings, advertising, logistics, and brand protection end-to-end, raised $25M in growth capital led by Advantage Capital. The funding will support two new operations centers in Las Vegas and Chicago, expansion of its AI agent stack, and a push beyond Amazon into additional online marketplaces. Founded in 2018 as a wholesale distributor, the company primarily serves upper-middle-market CPG brands across pet, hard goods, grocery, beauty, supplements, and personal care.