February 12th, 2025

Key questions to ask when choosing an Amazon marketing agency

In today’s competitive e-commerce landscape, partnering with the right Amazon marketing agency can significantly impact your brand’s success on the platform. With millions of sellers competing for visibility, expertise in Amazon advertising and optimization is crucial.

To ensure you make an informed decision, it’s essential to ask prospective agencies pertinent questions that reveal their capabilities, experience, and alignment with your business goals. Below are the key inquiries to consider when selecting an Amazon marketing agency.

Read on to learn more.

1. Is the agency full-service or specialized in a particular area?

Amazon marketing agencies vary in their offerings. Some provide end-to-end services, while others specialize in specific areas such as PPC management or SEO. Understanding their scope helps determine if they align with your needs.

2. How do you approach account management?

Some agencies offer different levels of engagement, ranging from consultancy to full-scale partnerships. Understanding these distinctions helps you determine which model aligns with your business needs:

Consultancy: The agency provides expert guidance and strategic advice but does not execute tasks directly. This model requires an internal team within your company to implement the recommendations.
Account Management: The agency takes an active role in managing your Amazon account while you retain ownership of inventory, accounts receivable, and brand presence. Marketing, logistics, and customer service can either remain in-house or be outsourced to the agency.
Partnership: The agency acts as a reseller, purchasing your products and selling them through its own Amazon account. While you maintain ownership of your brand on Amazon, the agency handles logistics, invoicing, advertising investments, and product returns.

Each model has its advantages, so it’s crucial to assess which approach best fits your resources, goals, and long-term strategy.

3. What range of services do you offer?

Amazon’s ecosystem is complex, requiring a variety of services for success. Determine if the agency provides:

Marketing Services

Product Listing for Amazon: Optimizing product listings to improve search rankings and conversions.
Storefront Creation on Amazon: Building custom-branded storefronts to enhance the shopping experience.
A+ Content for Amazon: Creating enhanced product descriptions with rich media to boost sales.
Advertising on Amazon: Managing Sponsored Products, Sponsored Brands, and Sponsored Display campaigns.
Imagery and Design for Amazon: Producing high-quality product images and graphics.
Video Production for Amazon: Crafting engaging video content to improve conversions.
Keywords and SEO for Amazon: Conducting keyword research and implementing SEO strategies.
Sales Broker for Costco: Helping brands expand their retail presence beyond Amazon.
Product Listing for Walmart: Assisting with Walmart Marketplace integration.
Advertising on Walmart: Managing Walmart PPC campaigns.

Protection Services

Brand Registry on Amazon: Assisting with Amazon’s Brand Registry enrollment and protection.
Product Reinstatement on Amazon: Helping reinstate suspended products.
Account Health Monitoring in Amazon: Tracking account performance and preventing suspensions.
MAP and Reseller Control in Amazon: Enforcing Minimum Advertised Price (MAP) policies and controlling unauthorized resellers.
Policies and Laws Compliance in Amazon: Ensuring compliance with Amazon policies and regulations.

Logistics Services

Inventory and Shipping Management: Overseeing stock levels and shipments to maintain a smooth supply chain.
FBA Prep and Labeling for Amazon: Preparing products according to Amazon’s FBA requirements, including labeling and packaging.
Sales Tax Management: Assisting with tax compliance and remittances.
Multilingual Customer Service: Providing customer support in multiple languages to enhance customer experience.

A full-service agency can streamline efforts and maintain consistency across all aspects of your Amazon strategy.

4. Do you own a physical office or warehouse?

Many Amazon marketing agencies operate virtually, but having a physical office or warehouse can be a sign of credibility and long-term stability. Ask:

Do you have a headquarters or physical office?
Do you own or operate a warehouse?
How does your physical presence contribute to client service and logistics?

A company with an established presence is often more reliable and capable of handling long-term partnerships.

5. What is your experience with Amazon advertising?

Understanding an agency’s experience is fundamental. Inquire about:

Years in the industry: How long have they been specializing in Amazon advertising?
Client portfolio: Have they worked with brands similar to yours in size or industry?
Case studies: Can they provide examples of past successes, including specific metrics like sales growth or return on ad spend (ROAS)?
Amazon-specific certifications: Do they have any Amazon Partner Network certifications or accreditations?

An experienced agency should readily share detailed case studies demonstrating their expertise and results. Look for tangible proof of their ability to scale businesses and drive profitability.

6. Can you provide references or testimonials?

Hearing from current or past clients can offer valuable insights. Request:

Client references: Contact information for clients in similar industries.
Testimonials: Written or video endorsements highlighting the agency’s strengths.
Online reviews: Look for third-party reviews on platforms like Clutch or LinkedIn.

Positive feedback from reputable brands can validate the agency’s claims.

7. How do you stay updated with Amazon’s frequent changes?

Amazon frequently updates its platform, affecting seller strategies. Ensure the agency:

Engages in continuous learning: Participates in training programs, webinars, and industry events.
Maintains direct communication with Amazon: Receives updates directly from Amazon’s Seller Central or Partner Network.
Has a proactive approach to adaptation: Demonstrates a track record of adjusting strategies in response to new policies and algorithm changes.

Staying informed ensures your campaigns remain compliant and effective.

8. What terms & conditions should you clarify before partnering with an agency?

When choosing a marketing or advertising agency, it’s crucial to understand the terms and conditions of your collaboration. Beyond the strategy and expertise, the structure of your agreement can impact both flexibility and financial planning. Here are some key aspects to consider:

A. Pricing structure & cost transparency

Agencies may charge a flat fee, a percentage of sales, or a hybrid model with a lower base fee plus commission. Some operate on a performance-based model, while others maintain fixed pricing regardless of results. Ensure you understand:

What’s included in the base price and what comes as an extra charge.
Whether the pricing remains the same for both the launch phase and ongoing management.
If the agency provides a clear cost breakdown or if there are hidden fees.

B. Contract length & commitment

Some agencies require a long-term commitment, while others offer flexible month-to-month agreements. Key questions to ask:

Is there a minimum contract duration?
What are the cancellation policies?
Are there penalties for early termination?

C. Payment terms: upfront or pay-as-you-go?

Different agencies have different billing structures. Some require full payment upfront, while others allow monthly payments based on services rendered. Consider what aligns best with your cash flow and budget.

D. Risk-sharing vs. Fixed pricing

Some agencies share the risk with their clients by charging the same fee for both the initial setup and ongoing management, while others charge more for the launch. Ask whether their pricing model aligns with your expectations and risk tolerance.

Clarifying these terms from the start helps ensure a smooth partnership and prevents surprises down the road.

9. How do you tailor strategies to align with our business goals?

A customized approach ensures the agency’s efforts resonate with your objectives. Discuss:

Goal setting: How will they determine and prioritize your business goals?
Strategy development: What processes are in place to create tailored strategies?
Performance metrics: Which key performance indicators (KPIs) will be used to measure success?
Scaling plans: How will they adjust campaigns as your business grows?

An agency should be able to articulate how their strategies will drive your specific business outcomes.

10. How do you handle challenges or setbacks?

Understanding an agency’s problem-solving approach is crucial. Ask about:

Risk management: How do they identify and mitigate potential issues?
Adaptability: Can they provide examples of overcoming past challenges?
Communication: How will they inform you of issues and corrective actions?
Crisis management: What steps do they take if an account gets suspended or faces compliance issues?

Proactive problem-solving indicates resilience and reliability.

11. What are your expectations from us as a client?

A successful partnership requires mutual understanding. Clarify:

Client responsibilities: What input or resources will they need from you?
Collaboration: How will the collaboration process work?
Feedback mechanisms: How should feedback be provided and received?
Data sharing: Are there specific reports or insights they expect from you?

Clear expectations foster a productive and harmonious working relationship.

Conclusion

Choosing the right Amazon marketing agency requires careful evaluation, clear communication, and a strategic approach. By asking these critical questions, you can identify a partner that not only brings the necessary expertise but also aligns with your business values and long-term goals.

Additionally, assessing potential risks and profitability is essential to making an informed decision, ensuring that your investment yields sustainable growth.

The right agency will function as an extension of your team, leveraging data-driven strategies to enhance your Amazon presence and drive consistent success.