If you’ve landed here, chances are you’ve just seen the name “Guy Equine” pop up in one of our decks or on our website and thought:
“Wait — is this a real person, or a codename?”
Well, you’re right to wonder. Here’s the unmasked (well, almost) story.
🐴 Who is Guy Equine?
Behind the horse mask is a real, battle-hardened e-commerce specialist who’s been selling, scaling, and navigating the online world long before Amazon was even considered mainstream.
With over 25 years of e-commerce experience, and the last 10 years laser-focused on Amazon, Guy’s knowledge runs deeper than most “gurus” you’ll meet. He has personally built, scaled, and optimised multi-million-pound Amazon businesses, both as an independent private label seller and as a strategic consultant for others.
And when we say private label seller, we mean it: Guy owns multiple registered trademarks and runs his own brands on Amazon (but we can’t tell you which ones — part of the fun is the mystery).
🎯 Why Does This Matter For You?
Unlike some agencies where you’re handed off to fresh grads or trainees once you sign on the dotted line, The Masked Consultants was built around the principle of senior-level, insider expertise from day one.
Guy has lived through it all:
✔️ Launching products from scratch.
✔️ Fighting (and winning) listing suppression battles.
✔️ Handling PPC campaign structures from £10/day to six-figure monthly spends.
✔️ Scaling brands from zero to multi-7-figures.
🎭 What’s With the Mask?
If you’ve met our agency before, you already know — the mask isn’t just for fun (though let’s be honest, it is fun).
The mask represents two things:
1. Anonymity: Many of our consultants, including Guy, work with or have worked with high-profile brands, companies, or marketplaces (some names you’d definitely recognise). So while we can’t share everything, you can rest assured the knowledge you’re tapping into is the real deal.
2. Focus: The mask keeps the spotlight on you — the client. This isn’t about us racking up Instagram likes. It’s about using hard-earned ecommerce knowledge to help your business grow.
💬 Want to Pick Guy’s Brain?
If you’d like to understand more about how Guy and the team can help you scale on Amazon, the best way is to start a conversation.
No pressure. No hard sell.
Just actionable advice (and probably a horse emoji or two).
👉 Book a free Amazon audit today: https://www.themasked.uk/contact
✅ Want more behind-the-scenes looks at our team and how we help brands like yours? Explore the rest of our blog or follow us on socials: @WhoAreTheMasked
