An Amazon agency manages your brand's growth on Amazon: product listings, Amazon advertising, brand registry and protection, inventory planning and reporting. A good one is judged on profit, not just sales or ad metrics.
Below is what each service involves, what to expect from a good agency, and how to decide if you need one at all.
What an Amazon agency is responsible for
Many sellers think an Amazon agency just runs ads. Ads matter, but they only work if the listing converts, stock is in place and the price leaves room for profit. A full-service agency looks after all of it, because a weak spot in one area drags down the rest.
Amazon agency services, one by one
Research and profit planning
This happens before any ad money is spent.
- Keyword research to find the terms shoppers use, from Amazon search data and Brand Analytics.
- Competitor review covering pricing, reviews, listing quality and ad presence.
- Unit economics: cost of goods, Amazon fees, FBA fees and shipping, so you know your break-even advertising cost.
Listing optimisation and Amazon SEO
Your product page has to rank and convert. That covers:
- Titles, bullet points and backend search terms written for shoppers and the search algorithm.
- Main images, infographics and lifestyle images that answer questions fast.
- A+ Content, and Premium A+ where your brand qualifies.
- A Brand Store that groups your range and supports cross-selling.
- Review and question monitoring to spot product or listing problems early.
Amazon advertising management
This is where most of the day-to-day work happens.
- Sponsored Products for keyword and product targeting on search results and product pages.
- Sponsored Brands for product collection, store spotlight and video ads that build brand searches.
- Sponsored Display for retargeting and placements on competitor pages.
- Amazon DSP for larger brands that want reach on and off Amazon.
Good management means a clear campaign structure, regular search term reviews, negative keywords, bid changes based on margin, and budget moved to what is profitable. Our Amazon PPC guide goes into the detail.
Brand registry and protection
- Helping you apply for Amazon Brand Registry (you need a registered or pending trademark).
- Reporting hijackers and counterfeit listings.
- Fixing listing changes made by other sellers.
- Handling account health issues and policy flags.
Inventory and operations
Running out of stock kills ranking and wastes ad momentum. Overstocking costs storage fees. An agency should forecast demand, plan reorders around lead times and keep an eye on FBA capacity limits and storage costs.
Reporting and strategy
You should get regular reports that show sales, ad spend, TACoS (total advertising cost of sale) and profit. Not just ACoS. A good report also says what changed, why and what happens next.
Agency, in-house or DIY
| Option | Best for | Watch out for |
|---|---|---|
| DIY | New sellers with one or two products and time to learn | Ad spend wasted while learning |
| In-house hire | Large brands with enough work for a full-time specialist | One person rarely covers ads, listings, creative and operations |
| Amazon agency | Growing brands that want senior expertise across all areas | Agencies that only manage ads and report on ACoS |
What the first 90 days should look like
Month one is an audit. The agency should review your unit economics, listings, ad account structure, search term waste, stock position and account health. You should get a written plan with priorities, not a generic checklist.
Month two is fixing the foundations. That means rebuilding weak listings, restructuring campaigns, adding negative keywords, and cutting spend on products that lose money on every sale.
Month three is scaling what works. Budget moves to the products and keywords that make profit, new campaign types get tested, and reporting settles into a regular rhythm.
Be wary of any agency that promises big sales jumps in the first few weeks. Quick wins exist, usually from cutting wasted spend, but lasting growth comes from better listings and steady ranking gains.
What you still own as the brand
An agency cannot fix a weak product or a price that leaves no margin. You still own product quality, supplier relationships, cash flow for stock and final pricing decisions. The best results come when the agency and the brand share sales, stock and margin data openly.
Signs you need an Amazon agency
- Sales are flat even though ad spend keeps rising.
- You do not know your profit per unit after fees and ads.
- Listings have not been updated in a year.
- You are running out of stock or paying high storage fees.
- Other sellers are changing or hijacking your listings.
- Amazon takes more of your week than the rest of the business.
How to choose an Amazon agency
- Ask how they measure success. The answer should include profit and TACoS, not just ACoS.
- Ask who does the work. Find out if a senior specialist manages your account or a junior.
- Ask for results in your type of business. Private label brands and resellers need different approaches.
- Check they sell on Amazon themselves or have done so. Operators understand fees, stock and cash flow.
- Check contract terms. Short notice periods are a good sign.
Results from our Amazon work
We run Amazon brands of our own, so we know the fees, stock and cash flow first-hand. A gift hamper retailer saw an 80% increase in revenue YoY and a 100% increase in gross profit margin. A paper supplies brand saw a 62% increase in revenue YoY and a 70% increase in gross profit margin. Our own brand, Knot & Style, saw a 60% increase in revenue YoY and a 103% increase in gross profit. Read the gift hamper, paper supplies and Knot & Style case studies.
For more ways to grow, see 10 strategies to increase Amazon sales and our Amazon marketing services.
Next step
Want a straight answer on where your Amazon account is losing money? Book a free account review with a senior Amazon specialist.
