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The journey behind the brand
“We make audio products for the majority — that’s where the name comes from”, shares PJ Scott, Co-founder of Majority. What started with a £3,000 investment from two friends working out of a garage has grown into a £27 million revenue business. Their story is just one of many captivating entrepreneurial journeys featured in “Rising Stars by Amazon Ads”, a global mini-documentary series showcasing small business success stories in Europe.
The documentary captures the unique dynamic between two friends and their deep-rooted connection to Cambridge, the city where their business was born and continues to grow. Their story is one of building a business alongside the community that believed in them from the start.
Each episode immerses viewers in the real, unfiltered journey of building a business — the tough calls, the moments of doubt, and the breakthroughs that make it all worthwhile. Now in its third season, Rising Stars follows entrepreneurs across Europe as they navigate challenges as diverse as their businesses — from launching a new fragrance product in a competitive category, to creating video ads to build brand awareness in new countries. Each story brings a fresh perspective on what it means to build and scale a business in the digital age.
For Majority, this adventure began with a conversation between two colleagues who wanted more. “We felt frustrated with corporate life, and we wanted to start a business,” shares Eddie Latham, Co-founder. The product was ready and the ambition was there. What they needed was a way to get it in front of the right people.
Making noise in the right place
Looking back, PJ and Eddie recall the turning point when things started to shift for Majority. “We decided to use Amazon Ads to put it front and centre for all the major key search terms to actually grow the brand,” recalls PJ. Using Sponsored Products, they placed Majority’s audio gear directly in front of customers already searching for speakers and radios. In their first year of using Amazon Ads, revenue grew by 25%, in 2022[1].
Since then, that early investment has evolved into a strategy that reaches customers at every stage of their journey — from discovery to purchase. “In 2025, we started using the full funnel of Amazon Ads. All the ad types complement each other, and really help show off our brand as a whole,” shares Ray Roshid, Head of Commercial Operations. In practice, this means using Sponsored Brands video to show their speakers and soundbars in action, analytics tools to see which ads lead to sales, and a dedicated Majority Brand Store where customers can explore the full product range in one place.
The ambition doesn’t stop there. To fuel their next phase of growth, Majority is betting on a single, bold moment — a world record attempt during halftime at a Cambridge United match. “We’re going to use this one moment to create months, maybe even years’ worth of content, for our Amazon Ads” adds Ray. The footage captured that day will become the foundation of their next move — expanding into Prime Video ads to bring the Majority brand onto the big screen and into people’s living rooms.
Pushing the boundaries of what’s achievable
With revenue growing and a full-funnel strategy in place, Majority is ready to make its name impossible to ignore. Rising Stars captures what happens next — when ambition pushes entrepreneurs beyond the familiar and into uncharted territory.
“Our key objective as a brand for 2026 is building brand awareness,” shares Rosie Jones, Head of Brand Marketing. “This is a real turning point for us, where we want people to have Majority front of mind when they’re looking for their next audio product.” To make that happen, the team is creating a moment big enough to put their name on the map.
With 1,500 speakers distributed across the stands, this is more than a spectacle — it’s a statement of intent. “This event is very much a statement of us not only being Majority that’s running this big event, but demonstrating our technological advances and our credentials in that respect,” shares Ray. The stakes extend far beyond the record itself — it’s a bet on brand visibility, community connection, and proving that a small business can create memorable experiences. Whether they pull it off is a story best watched, not read.
Bold moves, real stories
Majority’s journey is just one of many stories captured in the series. “Rising Stars captures the courage and creativity of entrepreneurs who take bold risks and make tough decisions every day. These are stories that any business owner can see themselves in — and learn from,” says Cyril Clerget, General Manager of Global Marketing at Amazon Ads for the Small & Medium Business (SMB) segment.
To see how Majority’s world record attempt unfolds, watch their full episode.
Explore the full Rising Stars by Amazon Ads series to discover more entrepreneurs across Europe turning ambition into action. Who knows? Next season might just feature your entrepreneurial adventure.
[1] Advertiser provided data, UK, 2026
