5 Ways to Select the Right Amazon Agency for Your Brand

Amazon has maintained its spot as the world's largest online retailer for years, boasting $412.1 billion in annual web sales. In 2023 alone, the company expanded its e-commerce wing by a record $45.9 billion.

Amazon's smashing success explains why thousands of businesses jostle to grab a piece of the global e-commerce giant. However, as with any online marketplace, success on this website relies on implementing a robust marketing strategy. And since you may not have the time to personally wage a successful marketing campaign on Amazon, your best option would be to enlist the services of Amazon agencies.

Here's a guide to what Amazon agencies are and how to pick the right company for your brand.

What's An Amazon Agency?

Amazon agencies are marketing firms that target Amazon businesses. These companies cater to businesses with Amazon listings and provide promotional services, depending on their expertise and specialization.

Working with an Amazon agency offers immense benefits over hiring regular marketing firms. Notably, you can leverage the company's in-depth understanding of the world's largest e-commerce platform.

The agencies are experienced in Amazon consumer behaviors, which they can harness to help ramp up your company's revenues. They're also familiar with other critical commerce aspects, including Amazon's popular product categories and seasonal demand dynamics.

Needless to say, Amazon agencies are well-versed in the platform's terms of service. Therefore, you can take advantage of their invaluable insights without risking getting your business suspended for policy violations.

Factors to Consider When Looking For an Amazon Agency

1. Range Of Services Offered
Amazon agencies differ considerably in their service packages. Some provide basic marketing solutions like account setup and inventory management, whereas others also offer high-end services like search engine optimization (SEO) and pay-per-click (PPC) management.
When looking for the right Amazon agency for your brand, insist on one that provides a comprehensive suite of services.

Note that the idea is to stand out from the competition (which is stiff by any standard of measure). As such, you need a firm that can implement the most creative techniques from the digital marketing handbook.

It also pays to understand the specific marketing techniques the agency uses. In the case of SEO, those would include strategies like keyword optimization, link building, local SEO, etc.

2. Experience and Relevance
There's a reason they're called 'Amazon agencies' as opposed to regular marketing firms, and it has much to do with their experience using the online marketplace.

Therefore, choose a company that has been around for a relatively long duration. Agencies with experience spanning 5+ years are likely to offer better marketing services than new entrants.

Head to the company's 'About Us' section of its official website to delve into its origin and history. And while you're at it, ensure the firm has spent most (if not all) of its years in service catering to Amazon clients.

If possible, ask the potential marketing agency to furnish you with a list of their previous clients. You can contact these references for further insights into the company's offerings.

3. Niche Specialization
Regarding Amazon agencies, there's no such thing as a jack of all trades.

Beware of firms that promise to boost your brand's reach without caring about learning more about your industry and offerings.
Findings have shown that specialized Amazon firms offer more impactful services than those who purport to cater to any business. That's because the type of products you deal in dictates the marketing techniques to deploy.

For instance, the language used in advertisements for prescription meds and herbal remedies should be more informative and subtly promotional. That's in contrast to low-risk products like jewelry and handicraft goods.

4. Pricing Vis-à-vis Your Budget
Amazon agencies charge an average monthly fee of $1,000 - $2,000. The commissions depend on several factors, such as the range of marketing services and your company's unique needs.

You might pay half the market average if you seek basic services like store setup and product listing. But if you want an agency that will also take care of your SEO and PPC advertisements, you can expect the cost to rise proportionately.

Perhaps the key to emphasize here is creating a budget before looking for an Amazon agency.

Besides, endeavor to understand the firm's pricing model - whether it's a flat rate fee or a percentage of your gross revenues.

5. Key Performance Indicators (KPIs)
If you must skimp on anything else, do not hire an Amazon agency before understanding its key performance indicators. These metrics are critical in gauging the efficacy of the company's marketing strategy.

Since you're looking for a digital marketer, your search ranking performance is the first KPI you'd want to focus on.

The agency must promise measurable results regarding your store's visibility on the Amazon platform.

Other marketing key performance indicators to look out for include cost-per-click (CPC), click-through rate (CTR), client retention, revenue per client, and impressions.

Final Word

But since every Amazon agency you come across touts itself as competent and professional, sifting between genuine companies and masqueraders can pose a bit of a challenge. Fortunately, you can rely on the above pointers to find a marketer that fits the bill.