You've decided that partnering with a specialized Amazon agency is the right strategic move to scale your brand. A quick search reveals dozens of agencies, all promising incredible results and guaranteed growth. But how do you cut through the marketing hype and choose a true partner who can deliver, versus a sales pitch that will underwhelm?
The key to making a great decision is asking the right questions. This guide provides an essential checklist to help you vet any potential Amazon agency and find a partner that is a perfect fit for your brand.
1. Questions About Their Strategy & Expertise
These questions are designed to uncover the depth of their strategic thinking beyond simple tactics.
- "What is your overall strategic approach to growth?"
Listen for answers that go beyond just "we run your PPC ads." A top-tier agency will talk about a holistic "flywheel" approach: improving organic rank through listing optimization, using data to inform inventory decisions, protecting your brand from counterfeiters, and using advertising to accelerate the entire process. - "Which team members will be working on our account, and what is their experience?"
You need to know who will be in the trenches. Will you be working with a senior strategist with years of experience, or a junior account manager? A great agency is proud of its team and should be transparent about who you will be working with day-to-day. - "Can you share a case study of a brand similar to ours that you've grown?"
Relevant experience is crucial. If you sell high-end cosmetics, an agency that has only ever worked with automotive parts may not understand the nuances of your category. Ask for examples (anonymized is fine) that show they have a proven track record in your niche. - "How do you stay up-to-date with Amazon's constant changes?"
The Amazon ecosystem changes weekly. Look for an agency that invests heavily in continuous learning, such as internal training programs, attending major industry conferences, and participating in exclusive Amazon-led workshops.
2. Questions About Their Process & Communication
This is about understanding what the day-to-day working relationship will look like.
- "What does your onboarding process look like?"
A professional agency won't just "turn on the ads" in week one. They should have a structured 30-60 day onboarding process that includes a deep-dive audit of your account, competitive analysis, and goal-setting sessions. - "How will you communicate with us, and how often?"
Clarity here is essential. Look for a defined communication rhythm, such as a standing weekly or bi-weekly call, detailed monthly performance reports, and a dedicated point of contact (e.g., a shared Slack channel or primary account manager). - "How do you measure success and what KPIs will you report on?"
This is a critical question. An average agency will talk about ACOS (Advertising Cost of Sale). A great agency will talk about TACOS (Total Advertising Cost of Sale), which measures the impact of ads on your total sales, organic and paid. They should be focused on your business's bottom line: profitability and market share.
3. Questions About the Commercial Relationship
These questions ensure there are no surprises down the line.
- "What is your fee structure, and what is included?"
Get a clear breakdown. Is it a flat monthly retainer, a percentage of sales, a percentage of ad spend, or a hybrid model? Are the costs of essential third-party software tools included in their fee? - "What are the contract terms?"
Understand the minimum commitment period (e.g., 3, 6, or 12 months) and, just as importantly, the cancellation policy. A transparent agency will be upfront and clear about all terms.
Conclusion: Finding a Partner, Not Just a Provider
These questions are designed to help you look beyond the sales pitch and find a true strategic partner who is invested in your long-term success. The goal is to find an agency whose expertise, communication style, and values align perfectly with your own.
At Sitruna, we believe in transparent, strategic partnerships. We welcome these questions because we are confident in our team, our processes, and the results we deliver for our clients. If you're looking for a full-service agency that can give you clear, expert answers, schedule a free discovery call with the Sitruna team at www.sitruna.com/meet.
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