You're doing $2M a year in revenue. Half of it is on Amazon. The other half is split between your Shopify store, wholesale, and maybe a little bit of TikTok Shop.

You know you need help. You can't keep doing all of this yourself. But should you hire an ecommerce agency that handles everything, or an Amazon-specific agency that goes deep on the marketplace?

The answer isn't obvious. And it matters, because the wrong choice costs you six months and $50,000 before you realize it's not working.

Let me break down the difference between the two, when you need each one, and how to evaluate which type of agency is right for your business.

What's the Difference Between an Ecommerce Agency and an Amazon Agency?

An ecommerce agency is a generalist. They help brands sell online across multiple channels. That usually means managing your Shopify site, running paid ads on Facebook and Google, building email flows in Klaviyo, creating content for social, and maybe handling influencer partnerships or affiliate programs.

They think in terms of the full funnel. Awareness, consideration, conversion, retention. They build audiences, run traffic, and optimize checkout flows. They're good at brand-building and storytelling. They know how to take a cold audience and turn them into customers over time.

An Amazon agency is a specialist. They focus on one channel: Amazon. They manage your listings, run your PPC campaigns, optimize your content, handle your inventory, and monitor your account health. They think in terms of search rank, conversion rate, ad spend efficiency, and marketplace-specific logistics.

They're not building your brand from scratch. They're taking your existing product and making it win in the Amazon ecosystem. They know the rules, the quirks, the tools, and the tactics that work on Amazon specifically.

The core difference is breadth vs depth. An ecommerce agency knows a lot of channels at a medium level. An Amazon agency knows one channel at an expert level.

When You Need an Amazon-Specific Agency

Here's when you should hire an Amazon agency instead of a generalist.

Your Business is Amazon-Heavy

If 50% or more of your revenue comes from Amazon, you need Amazon specialists. The platform is too complex and too competitive to treat it as just another channel.

Amazon has its own ad platform (Amazon Ads), its own SEO rules (A9/A10 algorithm), its own logistics network (FBA), its own customer service system, its own compliance requirements, and its own fee structure. A generalist ecommerce agency will know the basics, but they won't know the advanced tactics that separate the brands doing $500K on Amazon from the brands doing $5M.

If Amazon is your primary revenue driver, you need people who live and breathe the platform. People who know how to manage Sponsored Products, Sponsored Brands, and Sponsored Display campaigns at scale. People who can navigate a suspended listing or a restricted category. People who understand how to structure your catalog for maximum discoverability.

You're Losing Money on Amazon PPC

If your ACoS is over 40% and you don't know how to fix it, you need Amazon specialists.

Most ecommerce agencies can run Facebook ads and Google ads. But Amazon ads are different. The bidding mechanics are different. The attribution window is different. The keyword research is different. The campaign structure is different.

Amazon's ad platform is more similar to Google Shopping than Facebook, but even that comparison breaks down once you get into the details. Amazon has placement modifiers, audience segments, and budget rules that don't exist anywhere else. And the platform changes constantly. New ad formats, new bidding options, new restrictions.

An Amazon agency has seen these patterns across dozens of brands. They know what an efficient ACoS looks like in your category. They know how to structure campaigns to maximize profitability, not just sales.

You're Launching on Amazon for the First Time

If you're already successful on Shopify and you're expanding to Amazon, you need guidance from people who know the platform.

Launching on Amazon is not like launching a Shopify store. You can't just throw up a product page and run traffic to it. Amazon has specific rules for product titles, images, bullet points, and descriptions. You have to get brand registered. You have to decide between FBA and FBM. You have to navigate category restrictions and compliance requirements.

An Amazon agency will guide you through the launch process and help you avoid the mistakes that cost time and money. They'll help you optimize your listing before you drive traffic, so you're not wasting ad spend on a listing that doesn't convert.

You're Competing in a Saturated Category

If your category on Amazon is crowded and competitive (think supplements, beauty, pet products, home goods), you need specialists who know how to differentiate and win in tough markets.

In saturated categories, the difference between page one and page two is everything. The brands on page one are doing 10x the sales of the brands on page two. Getting there requires aggressive PPC, excellent listing optimization, a strong review strategy, and constant monitoring.

A generalist ecommerce agency won't have the tools, the data, or the experience to compete at that level. An Amazon agency will.

You Want to Scale Beyond $1M on Amazon

If your goal is to build a $5M+ Amazon business, you need people who've done it before.

Scaling on Amazon is different from scaling on Shopify. On Shopify, you scale by increasing traffic and improving conversion rate. On Amazon, you scale by launching new ASINs, expanding into new keywords, winning Buy Box consistently, managing inventory across multiple warehouses, and defending against competitors who will try to hijack your listings.

An Amazon agency knows how to build a catalog strategy, not just a single product. They know how to launch variations, bundles, and line extensions. They know how to structure your account so that you're not constantly fighting Amazon's algorithm.

When You Need a Broader Ecommerce Agency

Amazon agencies are great for Amazon. But they're not the right fit if you need more than Amazon.

You're Building a Direct-to-Consumer Brand

If your business model is DTC-first and Amazon is a secondary channel, you need an ecommerce agency that can build your brand and drive traffic to your own site.

DTC brands need to own the customer relationship. That means building an email list, creating content, running brand awareness campaigns, and optimizing the on-site experience. An Amazon agency won't help with any of that.

An ecommerce agency will help you build Klaviyo flows, run Facebook and Google ads, create landing pages, and optimize your checkout. They'll think about lifetime value, retention, and brand equity. They'll treat Amazon as one piece of the puzzle, not the whole puzzle.

You're Selling Across Multiple Marketplaces

If you're on Amazon, Walmart, Target Plus, TikTok Shop, and your own site, you need an agency that can manage all of those channels, not just Amazon.

Multi-channel selling is more complex than single-channel selling. You have to manage inventory across platforms, prevent channel conflict, coordinate pricing, and make sure your brand voice is consistent everywhere. You need someone who can think strategically about which channels to prioritize and how to allocate resources.

An Amazon agency will optimize your Amazon business, but they won't help you with Walmart or TikTok Shop. A broader ecommerce agency will.

You Need Brand-Building, Not Just Performance Marketing

If you're in the early stages of building your brand and you need help with positioning, messaging, creative, and content, an ecommerce agency is a better fit.

Amazon agencies are performance-focused. They care about metrics: sales, ACoS, rank, conversion rate. They're not focused on brand storytelling or long-term brand equity.

Ecommerce agencies think about brand first. They'll help you define your positioning, create your brand guidelines, build your story, and design creative that communicates your value. Then they'll run ads and optimize conversions.

If your brand is already established and you just need execution on Amazon, go with an Amazon agency. If your brand is still being built, go with an ecommerce agency.

You Want to Reduce Dependence on Amazon

If you're Amazon-heavy and you want to diversify, you need an ecommerce agency that can help you build other channels.

Relying on Amazon for 80% of your revenue is risky. Amazon can suspend your account, change the rules, increase fees, or let competitors undercut you. Brands that survive long-term have revenue coming from multiple sources.

An ecommerce agency can help you build a DTC channel, launch on other marketplaces, create a wholesale strategy, or build a subscription model. An Amazon agency will just make you better at Amazon, which might be the opposite of what you need.

Services Comparison: What Each Type of Agency Actually Does

Let's break down what you get with each type of agency.

Amazon Agency Services

• Amazon PPC management (Sponsored Products, Sponsored Brands, Sponsored Display)
• Listing optimization (title, bullets, backend keywords, A+ Content)
• Keyword research and rank tracking
• Inventory management and forecasting
• Account health monitoring and suspension recovery
• Amazon DSP (Demand-Side Platform) for programmatic ads
• FBA management and logistics coordination
• Review generation and reputation management
• Competitor analysis and market intelligence
• Catalog structure and ASIN strategy
• International marketplace expansion (UK, Canada, EU, etc.)

Amazon agencies live in Seller Central, Vendor Central, and Amazon Ads. They use tools like Helium 10, Jungle Scout, Sellics, Pacvue, and Perpetua. They think in terms of organic rank, ACoS, ROAS, and sales velocity.

Ecommerce Agency Services

• Paid advertising (Facebook, Instagram, Google, TikTok, Pinterest)
• Shopify store design and development
• Conversion rate optimization (CRO)
• Email marketing and automation (Klaviyo, Attentive)
• SMS marketing
• Content creation (blogs, videos, social posts)
• Influencer marketing and partnerships
• Affiliate program management
• SEO for your website
• Landing page design and A/B testing
• Customer retention and loyalty programs
• Analytics and attribution (Google Analytics, Triple Whale, Northbeam)

Ecommerce agencies live in Meta Ads Manager, Google Ads, Shopify, Klaviyo, and Google Analytics. They use tools like Triple Whale, Northbeam, and Replo. They think in terms of CAC, LTV, ROAS, and contribution margin.

Where They Overlap

Both types of agencies care about profitability and growth. Both run paid ads (just on different platforms). Both optimize for conversion rate. Both track metrics and report results.

The difference is where they focus. Amazon agencies focus on marketplace-specific tactics. Ecommerce agencies focus on owned channels and paid social.

If you need both, you have two options: hire one agency that does both (rare, but they exist), or hire two agencies and coordinate between them.

How Marknology Bridges Both Worlds

We started as an Amazon agency. Over 11 years, we've facilitated $200M+ in marketplace revenue across 300+ brands. We know Amazon inside and out.

But we've evolved. We now handle TikTok Shop, Shopify fulfillment through our 3PL, and multi-channel strategy. We're not a full-service ecommerce agency (we don't run Facebook ads or build Shopify themes), but we've expanded beyond just Amazon.

Here's what we offer:

Amazon Services:

• Full-service Amazon management (PPC, listings, SEO, account health)
• Amazon DSP and programmatic advertising
• International marketplace expansion
• Amazon Brand Store design
• FBA prep and logistics coordination

Beyond Amazon:

• TikTok Shop management (listing optimization, fulfillment, influencer coordination)
• 3PL fulfillment for Shopify, TikTok, and other DTC channels
• Multi-channel inventory management
• Cross-platform strategy (Amazon + DTC + TikTok)

We're not trying to be everything to everyone. We're specialists in Amazon and marketplace selling, with the ability to support DTC and emerging channels like TikTok Shop.

If you're an Amazon-first brand that wants to diversify, we can help you expand without losing focus on what's working. If you're a DTC brand that wants to win on Amazon, we can bring marketplace expertise without forcing you to work with a generalist who treats Amazon like just another traffic source.

Questions to Ask When Evaluating an Agency

Whether you're hiring an Amazon agency, an ecommerce agency, or something in between, here are the questions you should ask before signing a contract.

Have You Worked with Brands in My Category?

Category matters. Selling supplements is different from selling furniture. Selling beauty products is different from selling automotive parts. The ad strategy, the listing strategy, the compliance requirements, and the competitive landscape are all different.

Ask for case studies in your category. Ask how many brands they've worked with in your space. Ask what the typical results look like (sales growth, ACoS, rank improvement, etc.).

If they haven't worked in your category, they might still be a good fit, but there's a learning curve. Make sure they're honest about that.

What Tools Do You Use?

The tools an agency uses tell you a lot about their sophistication.

For Amazon agencies, look for: Helium 10, Jungle Scout, Pacvue, Perpetua, Sellics, DataHawk, or similar tools. If they're managing your PPC manually without software, that's a red flag.

For ecommerce agencies, look for: Triple Whale, Northbeam, Klaviyo, Replo, Motion, or similar tools. If they're not using attribution software or email automation, they're behind.

How Do You Measure Success?

Every agency will say they care about ROI. But what metrics do they actually track and report on?

Amazon agencies should be tracking: total sales, organic sales, PPC sales, ACoS, ROAS, TACoS (Total Advertising Cost of Sale), organic rank for target keywords, conversion rate, and review velocity.

Ecommerce agencies should be tracking: revenue, CAC (Customer Acquisition Cost), LTV (Lifetime Value), ROAS, contribution margin, email revenue, and repeat purchase rate.

Ask for a sample report. If they can't show you how they track and present data, that's a red flag.

What's Your Communication Cadence?

Some agencies send weekly reports. Some send monthly reports. Some are highly responsive on Slack. Some are hard to reach.

Figure out what you need and make sure the agency can match it. If you want daily communication, say that upfront. If you prefer to be hands-off and only want monthly check-ins, say that too.

Mismatched communication expectations are one of the most common reasons agency relationships fail.

What's Included in Your Retainer and What Costs Extra?

Some agencies include creative production (images, videos, A+ Content) in their retainer. Some charge extra for it. Some agencies include listing copywriting. Some charge per ASIN. Some agencies include account setup and onboarding. Some charge a separate setup fee.

Get a clear breakdown of what's included and what costs extra. Ask about overage fees (what happens if you exceed the included PPC spend or ad account spend). Ask about minimum commitments (are you locked in for 6 months, 12 months, or month-to-month).

The total cost of working with an agency is often higher than the quoted retainer. Make sure you understand the full picture.

Can You Show Me Results from a Brand Similar to Mine?

Ask for a case study that matches your business size and category. If you're doing $500K a year, a case study from a $10M brand isn't relevant. If you're in supplements, a case study from a furniture brand doesn't help.

Look at the before and after. Look at the timeline (how long did it take to see results). Look at the metrics (did sales actually grow, or did ACoS just improve while sales stayed flat). Look at the context (did they launch new products, or did they optimize existing ones).

If the agency can't show you relevant case studies, they might still be good, but you're taking a bigger risk.

The Honest Answer: Most Brands Need Both

Here's the truth. If you're doing over $1M a year and you're selling on Amazon and your own site, you probably need both an Amazon agency and an ecommerce agency.

Amazon is too complex to treat as a side project. Your DTC channel is too important to ignore. Trying to find one agency that does both at an expert level is like trying to find a dentist who's also a cardiologist. They exist, but they're rare.

The better model is to hire specialists for each channel and coordinate between them. Hire an Amazon agency to own Amazon. Hire an ecommerce agency to own Facebook, Google, and your Shopify site. Make sure they talk to each other so you're not running contradictory strategies.

At Marknology, we play well with other agencies. We've worked with brands where we own Amazon and they have a separate team handling paid social and DTC. As long as everyone is aligned on goals and metrics, it works.

The key is to be clear about who owns what. Amazon agency owns Amazon. Ecommerce agency owns DTC. Nobody tries to do the other person's job. That's how you avoid duplication, confusion, and wasted spend.

Frequently Asked Questions

Can a general ecommerce agency manage Amazon effectively?

Some can. Most can't. The ones that can usually have a dedicated Amazon specialist on their team. If you're interviewing a generalist ecommerce agency and asking them to manage Amazon, ask how many Amazon accounts they currently manage, what tools they use, and who on their team is the Amazon expert. If they don't have clear answers, they're not equipped to do it well.

Can an Amazon agency help with Shopify or DTC?

Most Amazon agencies don't offer DTC services, but some do. Marknology, for example, offers 3PL fulfillment for Shopify and other DTC channels. We can handle TikTok Shop. We can give strategic advice on DTC. But we don't run Facebook ads or design Shopify themes. If you need full-service DTC support, you're better off working with an ecommerce agency in addition to an Amazon agency.

How much should I expect to pay for an Amazon agency?

Most Amazon agencies charge $2,000-$10,000 per month depending on the size of your business and the scope of work. Smaller brands ($500K-$1M on Amazon) typically pay $2,000-$4,000/month. Mid-sized brands ($1M-$5M) pay $4,000-$7,000/month. Larger brands ($5M+) pay $7,000-$15,000/month or more. Some agencies also take a percentage of sales (10-15%) instead of a flat retainer.

How much should I expect to pay for an ecommerce agency?

Ecommerce agencies typically charge $5,000-$20,000 per month depending on what channels they manage and how much ad spend they're managing. If they're running $100K/month in Facebook and Google ads, expect to pay more. If they're also handling email, content, and Shopify dev, expect to pay more. Smaller brands can find agencies for $3,000-$5,000/month, but the quality and scope will be limited.

Should I hire an agency or build an in-house team?

If you're doing under $5M a year, hire an agency. You don't have the volume to justify full-time salaries and you don't have the expertise to hire the right people. If you're doing over $5M and Amazon is core to your business, start thinking about building an in-house team and using the agency to supplement.

What's the biggest mistake brands make when hiring an agency?

Hiring a generalist to do specialist work. If Amazon is 50% of your revenue, don't hire a social media agency to manage it. If you need deep Amazon expertise, hire an Amazon agency. If you need brand-building and paid social, hire an ecommerce agency. Don't try to make one agency do everything unless they have proven specialists in both areas.

How long does it take to see results from an agency?

For Amazon agencies, expect 30-60 days to see early results (improved ACoS, better listings) and 90-120 days to see significant growth (higher organic rank, increased sales). For ecommerce agencies, expect 60-90 days to see results from paid ads and CRO work. Both types of agencies need time to learn your business, audit what's broken, and implement improvements. Don't expect miracles in the first 30 days.

Can I switch agencies if it's not working?

Yes. Most agency contracts are 6-month or 12-month commitments, but many include an out clause after 90 days if results aren't meeting expectations. Read the contract carefully before signing. Ask what happens if you want to terminate early. Ask if they'll hand over all assets, data, and logins if you leave. A good agency will be transparent about this.

Should I work with a boutique agency or a big agency?

Boutique agencies (5-20 people) give you more personalized attention and faster response times. Big agencies (50+ people) have more resources and more specialists. For most brands doing $500K-$5M, a boutique agency is the better fit. You'll work directly with senior people instead of being handed off to junior account managers. If you're doing $10M+, a bigger agency might have the infrastructure to support you better.

What's the difference between an agency and a consultant?

Consultants advise. Agencies execute. If you want someone to audit your Amazon account and give you a list of recommendations, hire a consultant. If you want someone to actually manage your PPC, optimize your listings, and handle the day-to-day, hire an agency. Most brands need execution, not just advice.