Choosing an Amazon agency is an important decision for brands selling on the platform. The agency you select will influence how your products are marketed, how your ads are managed, and how your overall sales performance is optimized.

For many businesses, this is the first time working with an external partner. Understanding what to look for and how to evaluate each agency can prevent misalignment and help establish a productive long-term partnership.

This article breaks down seven key criteria to consider when selecting an Amazon agency. Each section focuses on a specific area to help guide your decision-making process.

Define Your Amazon Growth Goals And Budget

Amazon agencies vary in their capabilities. Some specialize in launching products, some focus on scaling existing listings, and others manage advertising across multiple marketplaces. Defining your specific goals allows for alignment between your business and the agency's strengths.

Common growth goals include launching new products, increasing revenue from existing listings, building brand awareness, or expanding into international marketplaces. Each of these goals requires a different approach and often different technical skills.

Establishing measurable success indicators—such as return on ad spend (ROAS), total advertising cost of sales (TACoS), or revenue growth percentages—helps set the foundation for evaluating agency performance.

Budget is also a determining factor. Agencies often structure their pricing based on the scope of services, advertising spend, or project complexity.

Examples of common Amazon growth goals include:

• New product launches: Creating listings, setting up initial PPC campaigns, and planning review strategies

• Scaling existing products: Optimizing PPC, improving conversion rates, and maintaining catalog health

• Brand awareness: Developing Amazon DSP campaigns, creating Storefronts, and driving external traffic

• Marketplace expansion: Handling international compliance, creating localized listings, and managing cross-border logistics

Evaluate Amazon-Specific Expertise In PPC And DSP

Amazon advertising uses tools and systems that differ from other digital platforms. These tools require platform-specific knowledge, such as understanding how Amazon ranks products, how its ads are served, and how it enforces seller policies.

An agency with Amazon-specific experience is more likely to design campaigns that align with how Amazon's systems work. This includes knowing how to avoid common errors that may reduce performance or violate platform rules.

Proven PPC Methods

Amazon PPC (Pay-Per-Click) is built around bidding on keywords to show ads in search results or on product pages.

• Key metrics tracked: ACoS (Advertising Cost of Sale), TACoS (Total Advertising Cost of Sale), conversion rate, click-through rate, and share of voice

• Campaign structure: How the agency organizes ads by product type, keyword match types, or campaign goals

• Red flags: Relying only on automated tools, avoiding method explanations, or ignoring negative keywords

Understanding Of Amazon DSP

Amazon DSP (Demand-Side Platform) is used to run display and video ads both on and off Amazon.

• How it differs: DSP uses shopper behavior data to reach audiences across Amazon and external sites, instead of relying only on keywords

• Benefits: Access to retargeting and brand awareness campaigns not available in standard PPC tools

• Verification: Ask for case studies with DSP usage, certifications showing DSP training, and audience targeting examples

Mastery Of Listing Optimization

Listing optimization ensures that product pages convert visitors into buyers. Ads bring traffic, but listings affect conversion.

• Key elements: Keyword research, product copywriting, image strategy, and A+ Content

• Verification: Review examples of listings before and after optimization and understand how the agency measures listing performance

Review Past Performance And Agency Reputation

Evaluating past performance helps determine whether an Amazon agency has delivered measurable results for clients. Agencies often claim success, but without data or case studies, it's not possible to confirm those claims.

Case studies provide evidence of previous work. A helpful case study includes the client's original challenge, the strategy used, and the results, such as increases in sales or improved advertising efficiency.

Industry-specific experience is another factor. Selling supplements involves different compliance and advertising requirements than selling electronics. Agencies that have worked in a similar category are more likely to understand those distinctions.

Several methods can be used to verify an agency's track record:

• Client testimonials: Check third-party platforms like Clutch or Google Reviews for feedback from former or current clients

• Case studies: Look for clear goals, timelines, and outcomes that show performance before and after agency involvement

• Amazon performance metrics: Review ACoS, TACoS, sales growth, and keyword ranking improvements

• Industry recognition: Consider speaking engagements, Amazon certifications, or marketing awards

Agencies that cannot provide this information, or rely on vague language, are harder to evaluate.

Check Credentials And Official Partnerships

Amazon designates official agency partners through its Amazon Ads Partner Network. This program includes agencies that have met specific performance benchmarks and demonstrated platform knowledge.

Credentials from Amazon indicate that an agency has passed certain requirements related to campaign management, advertising performance, and continued learning. These recognitions apply to both the agency as a whole and to individuals on the team.

There are three types of credentials to check:

• Amazon Ads Partner status: Listed in Amazon's official Partner Directory, confirming recognition by Amazon

• Individual certifications: Credentials such as the Amazon Advertising Certification, showing professionals have passed Amazon's assessments

• Agency specializations: Recognition for specific expertise, such as running Amazon DSP campaigns or managing creative services

All credentials claimed by an agency can be verified using Amazon's public directories or by requesting documentation directly from the agency.

Assess Communication And Reporting Accuracy

Communication between a business and its Amazon agency determines how clearly both sides understand progress, changes, and future plans. Agencies that report consistently and share relevant updates help maintain alignment between business goals and campaign performance.

Reports should be clear, actionable, and based on data. Agencies that avoid transparency or delay responses can create confusion and slow down decision-making.

Frequency Of Reporting

• Weekly or bi-weekly: Typical for accounts with high activity

• Monthly minimum: At least one comprehensive report per month is a basic expectation

• Red flags: Vague, infrequent, or overly technical reports without context

Metrics Tracked For Amazon PPC

• Essential metrics: ACoS, TACoS, conversion rate, click-through rate, sales growth, and organic ranking

• Advanced metrics: Share of voice and new-to-brand sales

• Alignment: Reports should connect metrics to specific business objectives

Process For Continuous Improvement

• Testing approach: How the agency tests new strategies, monitors results, and adjusts campaigns

• Response to changes: How they handle performance declines or market shifts

• Key questions: How underperforming campaigns are identified and addressed
  
  

Ensure Cultural And Strategic Fit

Cultural and strategic fit refers to how well your business and an Amazon agency align in values, communication, and approach to work. While technical skills are measurable, alignment in these areas affects how effectively both teams can collaborate.

Some agencies work independently with minimal input, while others prefer regular collaboration. Understanding an agency's preferred approach to client relationships helps clarify expectations before signing a contract.

Communication methods also vary. Agencies may use Slack, email, or scheduled video calls to stay in touch. Consistency and responsiveness are important factors to examine when reviewing their communication process.

To assess compatibility, consider these questions:

• Working style: Does the agency offer a full-service model or expect close collaboration?

• Communication preferences: What tools do they use to communicate, and what is their typical response time?

• Strategic alignment: Do they prioritize short-term results or long-term brand development?

• Problem-solving approach: Do they identify problems early or wait for client direction?

Agencies that operate with different values or methods can create friction in the partnership. Consistency in work style and communication reduces the risk of misalignment.

Compare Costs And Projected ROI

Agency pricing for Amazon management services varies depending on the service model, account complexity, and scope of work. Understanding how pricing is structured helps set expectations and determine if the agency's services align with business goals.

Some pricing models appear lower upfront but may come with limitations. Others include more services at a higher rate.

Transparent Pricing Structure

Agencies use different pricing models:

• Percentage of ad spend: A fixed percentage of the monthly Amazon advertising budget

• Flat monthly fees: A consistent monthly retainer covering a predefined set of services

• Performance-based models: Fees earned only when specific results are achieved

• Hybrid approaches: A mix of a fixed base fee and performance-based incentives

Estimating Amazon Advertising Cost

Costs related to Amazon advertising management include:

• Typical fees: Most agencies charge between 5% and 15% of monthly ad spend, or fixed retainers from $2,500 to $5,000 per month

• Additional costs: Charges for design assets, software subscriptions, or third-party tools

• Minimum budgets: Many agencies require a minimum ad spend to ensure enough data for evaluation

Next Steps For Growing Your Brand With The Right Partner

Selecting the right Amazon agency involves identifying business objectives, reviewing technical capabilities, and confirming alignment on strategy and communication. This process relies on evaluating data, past performance, and how the agency structures its work with clients.

Each agency has its own methods, tools, and approaches. Comparing these across multiple providers helps clarify which one fits your operational model and expectations. Accuracy in reporting, transparency in pricing, and clear communication workflows are common factors used to assess fit.

At Darkroom, partnerships are built on a foundation of data analysis, creative execution, and strategic support across the Amazon platform. Our team works with brands to plan, manage, and optimize growth based on measurable outcomes and platform-specific expertise.

To learn how Darkroom applies its approach to Amazon growth, book a call here.

FAQs About Selecting An Amazon Agency

How do agencies handle unforeseen Amazon policy changes?

Agencies that work specifically with Amazon monitor updates through Seller Central, Amazon Ads account managers, and industry forums, allowing them to quickly adjust strategies and maintain compliance when policies change.

What should I expect to pay for a quality Amazon agency?

Agency fees typically range from 5% to 15% of monthly Amazon ad spend, or flat monthly retainers starting around $2,500, with pricing varying based on account size and service complexity.

How long does it take to see results with an Amazon agency?

Results often become visible within 3 to 6 months, with some metrics like ACoS or click-through rates improving sooner, while long-term results related to organic ranking usually take more time.

Should I choose a specialized Amazon agency or a full-service digital agency?

A specialized Amazon agency focuses exclusively on Amazon with platform-specific tools and certifications, while a full-service digital agency works across multiple channels but may take a broader approach; the choice depends on whether your focus is primarily Amazon or part of a larger marketing strategy.