Saddl began inside
our own business.
Our background in measurement and client service shaped how we ran our Amazon business. As it grew, we saw how easily advertising, stock and pricing could pull in different directions.
We built Saddl to bring them together. We still use it in our own stores today.
Saddl at a glance
Saddl is a Dubai-based marketplace operating partner that combines its own software, Saddl OS, with a managed team to run advertising, stock, pricing and listings on Amazon and Noon, judged on SKU-level contribution.
- What we are
- A managed marketplace teamwith Saddl OS as the engine behind it
- Based in
- Dubai, United Arab EmiratesOperated by Zenarise Trading LLC FZ
- Marketplaces
- Amazon in any market, and Noonincluding Noon Minutes
- Our own stores
- Amazon AE, Amazon SA, Noon UAEwhere Saddl OS runs every day
- Connected through
- Amazon SP-API, Amazon Ads API, Noon Partners API
- How brands start
- A 48-hour account auditread-only access, no commitment
The years behind Saddl
From the early years to Saddl.
A career in measurement and client service. Then our own marketplace business, and the work that became Saddl.
-
2008 — 2018Analytics & Measurement
I started out measuring advertising, learning to question what the numbers were really saying. That shaped how I used data to make business decisions.
What it taught us: a reported result is a claim to check, not an answer.
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Aslam Yousuf2018–2024 2018 — 2022Advertising & Adtech
Running managed services taught me how much client relationships depend on the everyday work: understanding the business, supporting the team and delivering consistently.
What it taught us: analysis only helps when someone owns the follow-through.
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2022 — 2024Mediahub
SVP, Data Science & Analytics
Back at Mediahub, I brought measurement and client service together—helping teams turn analysis into decisions they could act on.
What it taught us: an insight has to arrive in time to change the decision.
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Aslam Yousuf2024 · S2C 2024Building S2C
We built a seven-figure Amazon business and expanded across countries, marketplaces and quick commerce. Growth taught us how closely advertising, stock, pricing and profit depend on each other.
What it taught us: advertising, stock, pricing and profit are one decision, not four.
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Aslam Yousuf2026 · Saddl 2026Building Saddl
Running our stores taught us that an ad could perform well while the product barely made a profit—or was about to run out of stock. We built Saddl to see advertising, stock, pricing and margins together, and understand what each decision meant for the business.
What it taught us: brands don’t need another dashboard. They need someone to own the result.
Where the name comes from
Why “Saddl”?
A saddle is what lets a rider stay in control of something powerful that is already moving. That is the job we take on. Your marketplace business keeps its momentum, and you stay in control of where it goes.
What we believe
What running our own stores taught us.
Every part of Saddl started as a problem that cost us money in our own business before it became part of the product. Four lessons shape how we work on yours.
- 01
A good number can hide a bad decision.
ROAS, ACoS and a green dashboard describe the advertising, not the business. We check what a product keeps after product cost, marketplace fees and advertising before we call anything a win.
One Amazon UAE product we analysed returned 4.03× ROAS and kept a 1.7% contribution margin. Read the analysis
- 02
Know what you keep, not just what you sell.
Contribution per SKU, per marketplace, is the number we manage to. It is the number to know before you cut a price or scale an ad.
On our own 40oz insulated bottle, every AED 100 of Amazon sales split into AED 37 to Amazon, AED 31 product cost and AED 5 advertising. We kept AED 27.
- 03
Every function touches the others.
Advertising changes demand, demand changes stock, and price changes both conversion and margin. Decisions made one function at a time collide.
On one Amazon UAE account, falling sales looked like an advertising problem. The cause was a best seller out of stock. See how we separated the signals
- 04
Brands need an owner, not another dashboard.
The founders we spoke to didn’t want a better dashboard. They wanted someone to run the work and own the result. That is why Saddl is a managed service, with Saddl OS as the engine behind the team.
“Every function started as a problem that cost me money before it became a feature.”
Where the story continues
The work continues.
We continue to operate our stores across the UAE and Saudi Arabia. There are still decisions to make, results to learn from and connections we need to understand. Saddl develops alongside that work.
Amazon AE
Amazon SA
United Arab Emirates & Saudi Arabia
Noon UAE
United Arab EmiratesHow we work with you
Four commitments you can hold us to.
- 01
Read-only first.
The account audit reads your reports and data. It can’t change prices, budgets or listings. If we go on to work together, execution permissions are agreed separately.
- 02
Your limits, in writing.
Budgets, price changes and listing updates stay inside approval limits agreed before work starts. We don’t run autonomous repricing or publish listing changes without approval.
- 03
Every result with its context.
Any result we publish carries the marketplace, the period and what was measured. Illustrative figures are labelled as illustrative.
- 04
One owner for every action.
Each finding ends with who does what next. Reporting shows what changed, what was done and what still needs a decision.
Fit
Who we’re right for, and who we’re not.
We do our best work where the marketplace matters to the business and too many moving parts compete for a small team’s attention.
A good fit if
- You are an established consumer brand selling on Amazon, Noon or both.
- Marketplaces are a meaningful part of your revenue, not a side channel.
- Several things move at once: advertising, stock, pricing, more than one marketplace or Noon Minutes.
- Your team is lean and needs an owner for the work, and someone can grant read-only access.
Probably not yet if
- You haven’t started selling on a marketplace.
- You want a self-serve software login. Saddl OS isn’t sold on its own.
- You want prices or listings changed automatically, without approval.
- Read-only account access can’t be provided yet.
Proof
What the work looks like in numbers.
Observed result · Noon Core UAE
One catch-all campaign became a structured portfolio.
One anonymous UAE consumer brand, March–May compared with June–August 2026.
- 1.53× → 3.54×
- Advertising ROAS
- −49%
- Advertising spend
- +17%
- Revenue from ads
Rounded, observed account results. They don’t predict another account’s results. See all results
Questions
About Saddl, briefly.
Who founded Saddl?
Aslam Yousuf. Before Saddl he spent more than 15 years in advertising measurement and analytics, most recently as SVP, Data Science & Analytics at Mediahub. He then built S2C, a seven-figure Amazon business that expanded across countries, marketplaces and quick commerce, and built Saddl from the problems he met running it.
Where is Saddl based, and who operates it?
Saddl is based in Dubai. It is operated by Zenarise Trading LLC FZ (registration 242017801), 6th Floor, Meydan Grand Stand, Nad Al Sheba, Dubai, United Arab Emirates.
Is Saddl an agency or a software company?
Saddl is a managed service. Our marketplace team runs the agreed work using Saddl OS, our own software, which connects advertising, stock, pricing, listings and product economics. Saddl OS is part of the service and isn’t sold as a standalone subscription.
Does Saddl sell on Amazon and Noon itself?
Yes. We run our own stores on Amazon AE, Amazon SA and Noon UAE, and Saddl OS runs in those stores today.
Which marketplaces and countries does Saddl work in?
Amazon in every market, and Noon, including Noon Minutes. Other marketplaces are set up one at a time. We publish local guides for the UAE, Saudi Arabia and India.
What this means
for your business.
We bring that experience to your account. Our audit looks at advertising, stock, pricing and product margins together, helping you see where money is being lost and what to address first.
Request an account audit