Hiring the wrong Amazon agency is one of the most expensive mistakes a brand can make. I know because I have spent 11 years cleaning up the mess left behind by agencies that overpromise and underdeliver. At Marknology, we have worked with 300+ brands since 2015, and a shocking number of them came to us after a terrible agency experience.
On the Startup Hustle podcast, I have had honest conversations with other agency owners about what this industry gets wrong. Here is the truth nobody else will tell you.
Why Most Amazon Agencies Fail Their Clients
Michael Mar, another agency owner I spoke with on the podcast, nailed the mindset we share: "I don't live in a scarcity mindset. If someone did steal a client, they weren't really our client in the first place."
That is the right attitude. But most agencies do not think this way. They chase revenue, sign every brand that inquires, and spread their team too thin. Here is what goes wrong:
- No specialization. They claim to do Amazon, Shopify, social media, Google Ads, email, and web design. Jack of all trades, master of none.
- Cookie-cutter strategies. They apply the same playbook to a supplement brand and a home goods brand. Amazon does not work that way.
- No category expertise. They have never actually sold on Amazon. They learned from a course and started an agency.
- Misaligned incentives. They charge a flat fee regardless of results, so there is no urgency to perform.
- Zero transparency. You never see your own data. You get a monthly PDF with vanity metrics and no real insight.
David Dayon, founder of Amazon Experts and the Ecom Cooperative, and I discussed this exact issue: "The community part is something that's reinvigorated me in the last two years. The community is what's helping a lot of brands through the pandemic and beyond."
Good agencies are plugged into the community. They attend events, they share knowledge, they collaborate. If your agency is operating in isolation, that is a red flag.
Red Flags to Watch For
- They guarantee specific results. Nobody can guarantee a #1 ranking or a specific revenue number. Amazon's algorithm is a black box.
- They will not share your advertising data. Your data is YOUR data. Period.
- They have no case studies from your category. Ask for results from brands similar to yours.
- They do not ask hard questions. A good agency should push back if your product is not ready for Amazon.
- They take on too many clients. Ask how many brands each account manager handles. More than 8 to 10 is a warning sign.
What a Good Amazon Agency Actually Does
At Marknology, here is what we believe the standard should be:
- Full transparency. You see every data point we see. Weekly reports with real numbers, not vanity metrics.
- Custom strategy. Your brand gets a plan built for your category, your competitive landscape, and your goals.
- Proactive communication. We do not wait for you to ask. If something changes on Amazon, you hear from us first.
- Holistic approach. Advertising without good content is wasted money. Our services cover the full picture: SEO, content, photography, advertising, and brand protection.
- Skin in the game. We care about your results because our reputation depends on it. We have been doing this since 2015 across 11 marketplaces.
"I work for the brands that want to consistently keep selling on Amazon without problems. Amazon holds brands accountable to trust standards. We help brands keep those trust standards in line." — Andrew Morgans, Startup Hustle
Questions to Ask Before Hiring an Amazon Agency
- How long have you been managing Amazon accounts? (Look for 5+ years minimum.)
- How many brands do you currently manage?
- Can I see case studies from my product category?
- What does your reporting look like? Can I see a sample?
- Do you manage advertising AND content, or just one?
- What happens if we want to leave? Do I keep all my data?
- Are you part of any Amazon industry groups or communities?
- Have you spoken at any Amazon or ecommerce conferences?
When to DIY vs. When to Hire an Amazon Agency
DIY if:
- You are doing under $100K/year on Amazon
- You have time to learn the platform deeply
- You have 5 or fewer SKUs
- Your category is not hyper-competitive
Hire an agency if:
- You are doing $250K+ and want to scale
- Your team does not have Amazon expertise
- You are expanding internationally
- Your advertising is bleeding money
- You have been stuck at the same revenue for 6+ months
Listen to the full episode: A Holistic Brand Approach to Amazon
Listen to the full episode: Optimizing Your Content on Amazon
Hear more from Drew on the Marknology Media Hub.
Find an Agency That Actually Delivers
We have managed $2B+ in Amazon revenue across 300+ brands since 2015. We are not the cheapest agency. We are the one that keeps clients for years because we deliver.
Book a free strategy call and experience the difference a real Amazon partner makes.