The debate over managing your Amazon channel has often been framed as a binary choice: build a large in-house team or outsource everything to an agency. But the most successful and scalable brands are rejecting this "either/or" mindset. They are building a powerful hybrid model.
This modern approach combines the deep product and brand knowledge of a core internal team with the specialized, platform-specific expertise of a full-service agency. This guide provides a clear blueprint for how to structure a successful hybrid team, defining the roles and responsibilities of each side to create a partnership that drives exceptional growth.
The Core Principle: "Own the Brand, Outsource the Platform"
The most effective hybrid models operate on a simple, powerful principle. The in-house team owns the core brand strategy, the product vision, and the customer identity. The agency owns the technical execution, the data analysis, and the specialized knowledge of the ever-changing Amazon platform.
Think of it like a professional racing team. Your in-house team is the chief engineer and designer—they create the car (your product) and define the overall winning strategy. The agency is your elite pit crew and race-day strategist—they know the track (the Amazon ecosystem), the tires (PPC), the fuel strategy (logistics), and how to execute flawlessly under pressure to win the race.
What the In-House Team Owns
Your internal team's focus should be on the big-picture, strategic elements that only you can truly own.
- Brand Strategy & Messaging: Defining your brand's voice, core values, and the overarching story you want to communicate to customers.
- Product Development & Sourcing: Deciding what products to launch, managing your manufacturing relationships, and being the ultimate authority on product quality.
- Core Creative Assets: Providing the agency with foundational brand assets like logos, style guides, and professional product photography and videography.
- High-Level Goal Setting: Defining the key business objectives for the Amazon channel (e.g., "increase market share in the UK by 10%" or "achieve a 25% net profit margin").
- Final Approval: Acting as the final decision-maker on major campaigns, budgets, and creative strategies proposed by the agency.
What the Agency Owns
The agency's role is to take the brand's strategy and execute it with precision on the complex Amazon platform.
- Day-to-Day Platform Execution:
- PPC Management: Building, managing, and optimizing all advertising campaigns.
- Listing Optimization: Conducting keyword research, writing copy, and implementing A+ Content.
- FBA & Logistics Management: Providing inventory forecasting, creating FBA shipments, and managing compliance.
- Data Analysis and Reporting: Translating the vast amount of raw data from Amazon's reports into clear, actionable business insights and reporting on key performance indicators (KPIs).
- Staying on the Cutting Edge: Keeping your brand informed about new Amazon features, beta programs, and policy changes, and proactively suggesting new strategies.
- International Expansion Execution: Managing the complex, country-by-country compliance (VAT, EPR), translation, and logistics for global launches.
Making the Hybrid Model Work: Keys to a Great Partnership
- A Single Point of Contact: Designate one person on your in-house team as the primary liaison with the agency's account manager to ensure clear and efficient communication.
- Shared Goals and KPIs: Ensure both your internal team and the agency are working towards the same, clearly defined business objectives.
- A Regular Communication Cadence: A standing weekly or bi-weekly call is essential for reviewing performance, aligning on strategy, and planning upcoming initiatives.
- Trust and Transparency: The best results come from a true partnership, where the brand is open about its goals and data, and the agency is transparent in its actions and reporting.
Conclusion: The Best of Both Worlds
For most scaling brands, the hybrid model is the optimal structure for success. It leverages the irreplaceable brand knowledge and passion of your internal team while plugging in the specialized, scalable, and cutting-edge expertise of an agency partner. It's not about outsourcing a problem; it's about creating a partnership that allows each team to focus on what they do best, resulting in faster, more sustainable growth.
At Sitruna, we believe in building powerful, hybrid partnerships. We act as a seamless extension of your in-house team, providing the specialized Amazon expertise that allows you to focus on the big picture. Schedule a free discovery call with the Sitruna team at www.sitruna.com/meet to learn how we can build a successful hybrid structure for your brand.
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