Sales on Amazon
10 facts and myths about working with an Amazon agency. How to recognise a partner worth entrusting your sales to?
5 Aug 2026
Last updated: 05/08/2026
The greatest risk when choosing an agency occurs before signing the contract. That is when companies hear declarations of rapid growth, high search positions, full service, and immediate results.
Some of these promises sound convincing. The problem starts when the sales presentation is not backed by clearly described processes, responsibility, data, and account access rules.
An agency's reliability can be recognised by the way it speaks about results, time, risk, and the limits of its influence. A good agency can point out what it will do, how it will measure effects, and which elements remain dependent on the product, the market, the competition, and Amazon's decisions.
The following 10 myths help separate realistic standards of cooperation from declarations that should raise your vigilance.
Table of Contents:
10 myths about cooperating with an Amazon agency that are worth verifying
How to recognise a reliable Amazon agency?
FAQ - Frequently Asked Questions
You can read this article in 5 minutes.
10 myths about cooperating with an Amazon agency that are worth verifying
Myth 1: The agency replaces your internal team
Fact: The agency should complement the company's competencies.
In a partnership model, the brand still remains responsible for decisions regarding the product, pricing, range, positioning, and business goals. It also retains access to data, analyses, and budgets.
The agency brings knowledge of the Amazon platform, operational experience, tools, automations, and access to specialists dealing with ads, content, analytics, compliance, and account management.
The division of responsibility should be clear from the start. The internal team knows the product, the customers, and the brand's strategy. The agency translates this knowledge into actions tailored to the Amazon environment.
Warning sign: The agency demands exclusive access to the account, restricts insight into data, or tries to take full control of the sales channel.
Myth 2: An in-house team will always be cheaper
Fact: The cost of an in-house team must be calculated more broadly than just one person's salary.
Comprehensive management of sales on Amazon requires competencies in several areas. You may need specialists in Amazon Ads, SEO, content, graphics, analytics, compliance, customer service, and operational processes.
The payroll costs are compounded by:
recruitment
training
licences and tools
cover during holidays and absences
staff turnover
the time needed to gain experience
the risk of tax, advertising, and operational errors
Recruitment can take 3 to 6 months. Learning the specifics of Amazon can take 6 to 12 months, understanding compliance 3 to 6 months, and achieving full effectiveness in advertising up to 12 to 18 months.
An in-house team can make sense with a large sales volume, a specific product, and a long-term competence-building plan. The decision should result from a full cost calculation, and not from comparing the agency's retainer fee with a single employee's salary.
Myth 3: A large number of clients means superficial service
Fact: Service quality is determined by structure, processes, and the model of responsibility.
The sheer number of clients does not tell you how much attention a specific account will receive. The way work is organised reveals much more.
Before starting cooperation, it is worth checking:
whether the account will receive a dedicated manager
which specialist teams will support the project
how often meetings take place
what reporting looks like
who is responsible for escalating problems
how the agency monitors the quality of work
whether its remuneration is partly linked to results
A professional agency should clearly specify the people responsible for the account and the communication rhythm. The client should not have to wonder who to report a problem to and who is responsible for solving it.
Warning sign: Lack of a specific account manager, irregular meetings, frequent changes of project leads, and a lack of references from companies that have cooperated with the agency for a longer period.
Myth 4: An agency can be either creative or business-oriented
Fact: Selling on Amazon requires combining creativity with data analysis.
The visual and textual layer affects interest in the offer, understanding of the product, and the purchase decision. Photos, infographics, titles, bullet points, A+ Content, and Brand Store must present the product in a clear and convincing manner.
At the same time, every decision regarding content should stem from data. An analysis of keywords searched by customers, competitor research, conversion monitoring, price position evaluation, and ad campaign performance analysis are all necessary.
Creativity without analytics may look good but fail to address customer intent. Analytics without good product presentation can generate traffic that does not lead to a purchase.
It is therefore worth checking whether graphic designers, copywriters, Amazon Ads specialists, and people responsible for strategy work together. Advertising data can indicate which selling points are worth expanding on in the content, and conversion analysis can show whether the current visual layer answers customer questions.
Myth 5: Lasting results should appear immediately
Fact: Sales growth on Amazon takes place in stages.
First changes can be visible relatively quickly, but a stable result requires data, testing, and time.
A rough timeline assumes:
Months 1-2
account setup and compliance
listing audit
preparing basic ad structure
traffic stabilisation and gathering first data
Months 3-6
testing listing elements
campaign optimisation
expanding the range of relevant search phrases
improving ad efficiency and organic rankings
Months 6-12
developing more advanced actions
building brand position
expanding sales to further products or markets
stabilising growth
The actual time depends on the category, competition, account history, budget, product availability, and the appeal of the offer itself.
Warning sign: Guarantees of multi-fold growth within 30 days made without an audit of the account, product, and market conditions.
Myth 6: Managing ads consists mainly of setting up campaigns
Fact: Effective Amazon Advertising requires strategy, analytics, and regular optimisation.
Running campaigns involves far more than launching an ad and setting a budget.
The agency should be responsible for, among other things:
keyword and competitor analysis
selecting match types
building campaign structure
budget allocation
defining advertising targets
results analysis
managing negative keywords
testing new search terms
optimising bids and placements
evaluating ACoS, ROAS, and the ads' impact on total sales
Managing campaigns on your own can be logical with just a few products, one market, appropriate experience, and time to regularly monitor results.
With a larger catalogue, multiple markets, and a complex ad structure, the number of decisions increases along with the risk of inefficient budget use. In such cases, linking ads with content, price, availability, and the overall account strategy also becomes crucial.
Myth 7: The more specific the guarantee, the better the agency
Fact: A reliable forecast takes into account variables that the agency does not control.
Results are influenced by, among other things:
algorithm changes
competitor actions
price wars
seasonality
stock availability
supply chain
advertising budget
product quality
product-market fit
price
An agency can improve the offer, ads, visibility, account structure, and how data is used. However, it cannot guarantee market response or Amazon's decisions.
A professional partner should speak in terms of ranges, scenarios, and results achieved in similar categories. They should also clearly define KPIs, measurement methodology, and review schedules.
You can expect guarantees regarding the process:
regular reports
access to data
established response times
clearly defined scope of work
recurring meetings
budget transparency
the option to end cooperation on terms specified in the contract
A promise of a specific result without prior analysis should raise more suspicion.
Myth 8: The agency can guarantee the top spot
Fact: Rankings are based on many signals, and first place does not always deliver the best ROI.
Product visibility is influenced by, among other things:
sales velocity
conversion rate
CTR
return rate
customer satisfaction
relevance of keywords and attributes
categorisation
A+ Content quality
number and rating of reviews
continuity of stock availability
logistics model
price
Amazon Ads
competitor actions
An agency can work on every area it has influence over. However, the final position remains the result of market competition and the algorithm's operation.
Fighting for the first spot for a highly generic phrase may require high expenditure and fail to yield an adequate return. In some situations, positions second to fifth or strong visibility on more precise queries deliver a better result.
A good strategy focuses on keywords that generate profitable sales, rather than a position chosen solely for image reasons.
Myth 9: The agency should own the Brand Registry
Fact: Account ownership should remain with the trademark owner.
Brand Registry should be set up using the details of the company that owns the trademark. The agency can be granted the permissions needed to manage the brand, but main access and control should remain with the client.
This solution ensures:
Control over intellectual property
Security when changing agencies
Preservation of brand history
Access to A+ Content and Brand Store
Full control over permissions
Business continuity after ending cooperation
After changing partners, the company can revoke the previous permissions and grant them to a new agency without losing the assets developed.
Warning sign: The agency conditions service on taking ownership of the Brand Registry, registers the brand with their own details, or refuses to grant the client full administrator access.
Myth 10: The more keywords, the greater the visibility
Fact: The result is determined by relevance, readability, and alignment of content with customer intent.
Overstuffing keywords leads to titles and descriptions that are hard to read. Mismatched queries can bring traffic from people looking for a different product. As a result, CTR, conversion, and customer satisfaction drop.
A correct strategy should include:
Selecting terms that fit the product
Analysing search volume and competition
Placing key terms at the beginning of the title
Using remaining terms naturally in bullet points
Using backend Search Terms without deteriorating readability
Analysing search term reports
Regular testing and updating of content
The listing should first and foremost help the customer understand the product. SEO supports this goal, provided that the content still sounds natural and meets actual purchasing needs.
How to recognise a reliable Amazon agency?
During discussions, it is worth checking if the agency:
presents a realistic timeline
shows case studies from similar categories
clearly describes its fee model
leaves ownership of the account and brand with the client
ensures full access to data
assigns a dedicated account manager
organises regular meetings
reports results along with interpretation
has specialists in different Amazon areas
can speak openly about risks and limitations
does not make guarantees dependent on the algorithm or market behaviour
It is also worth asking for a description of the first 90 days of cooperation, the scope of responsibility of both parties, the way results are measured, and the contract termination rules.
Answers to these questions will tell you more about the agency than the most elaborate sales presentation. A good partner does not need empty promises. They show process, data, accountability, and how decisions are made.
FAQ - Frequently Asked Questions
How to choose a good Amazon agency?
You should pay attention primarily to how the cooperation is managed, the division of responsibilities, transparency of actions, access to data, and the team's experience. Good indicators are specific processes and measurable targets, rather than just promises of quick results.
Can an Amazon agency guarantee sales growth?
No. Sales performance is affected by many factors, including competition, price, product availability, listing quality, ads, and market conditions. A reliable agency can be responsible for the quality of the actions taken, but should not make guarantees regarding specific sales results.
Does cooperating with an agency mean losing control over the Amazon account?
No. The account, Brand Registry, and sales data should remain the property of the seller. The agency receives appropriate access to perform its tasks but should not take control of the client's account.
Is having an in-house Amazon department always a better solution than working with an agency?
Not always. The choice depends on the scale of operation, available resources, and the company's needs. The article points out that building a competent internal team requires time, recruitment, and developing specialists in various areas of selling on Amazon.
Does an Amazon agency deal only with advertising?
No. Effective sales management on Amazon involves much more than running ad campaigns. It can include listing development, performance analysis, catalogue optimisation, compliance actions, Amazon Ads, and ongoing operational support.
Is the first position in Amazon search results the most important goal?
No. The article emphasises that the product position itself does not determine sales success. It is more important to achieve profitable sales, taking into account costs, margins, and the efficiency of the actions carried out.
How to recognise a reliable Amazon agency?
A reliable agency clearly defines the scope of responsibility, reporting methods, goals of cooperation, and working methods. Instead of making unrealistic promises, they present a plan of action and openly inform about factors that may affect the results achieved.
What questions are worth asking before signing a contract with an Amazon agency?
Before starting cooperation, it is worth asking about the scope of actions, the way results are reported, the people responsible for the project, the billing model, access to the Amazon account, and how the cooperation's effects are measured. This makes it easier to assess whether the offer meets the company's actual needs.
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