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Why Most Amazon Agency "Questions" Lists Fall Short
Most articles about hiring an Amazon agency give you a generic list of 5–7 questions and send you on your way. They'll tell you to ask about "experience" and "results" but won't explain what a good answer actually sounds like. They won't help you distinguish between an agency that's managed three $500K brands and one that's scaled ten 8-figure brands. They won't tell you which contract clauses should make you walk away or how to spot the difference between white-hat optimization and tactics that'll get your account suspended.
And here's the obvious problem: most of those articles are written by agencies trying to sell you their services. The questions just happen to line up perfectly with their own strengths. What a coincidence.
We're an agency too, so we're not pretending to be neutral. But we've been selling on Amazon since 2012, back when it was still the wild west. We built our own 8-figure brands before we ever managed someone else's. We've been the brand owner interviewing agencies, and we've been the agency getting grilled. We know what matters and what's just noise.
This guide is different. It's structured like an actual RFP (request for proposal) you'd use to evaluate vendors in any other professional context. It groups questions into evaluation categories, explains what you're actually trying to learn from each question, and shows you what strong answers look like versus the deflections and red flags you need to watch for.
You can use this framework to compare 2–3 finalist agencies side by side. Score their responses. Make a decision based on evidence, not vibes.
How to use this guide:
- Match your revenue stage to the right agency type (don't hire enterprise-tier services when you need a specialist)
- Define your non-negotiables before the first sales call
- Pick the questions most relevant to your situation (you don't need all 40+)
- Ask the same questions to each finalist agency
- Score responses using the evaluation criteria provided
- Weight the categories based on what matters most to your business
Before You Start: Know What You Actually Need
Match Your Revenue Stage to the Right Agency Type
Not all agencies serve all brands well. A boutique PPC shop built for $500K brands will struggle when you hit $5M and need logistics coordination, brand protection, and multi-marketplace expansion. An enterprise agency with a $20K/month minimum will bleed you dry if you're doing $50K/month in revenue.
Under $1M annual revenue: Do you even need a full-service agency? At this stage, you might be better served by a specialist consultant who can audit your listings, fix your PPC structure, and train your team to handle execution in-house. Full-service agencies typically have minimums ($5K–$10K/month) that don't make sense when you're still validating product-market fit.
Red flag: An agency that promises to 3x your revenue in 90 days when you're sub-$1M. That's not how this works.
$1M–$5M annual revenue: This is growth-stage territory. You need an agency that can manage the full funnel — listings, ads, promotions, basic brand protection — without enterprise-level overhead. Look for agencies with dedicated account managers (not rotating coordinators), transparent reporting, and pricing that scales with your growth.
Key question: "How many brands at my revenue level do you currently manage?" If the answer is "mostly $10M+ brands," you'll be their smallest client and get bottom-tier attention.
$5M+ annual revenue: You need enterprise capabilities: Amazon DSP (display and video ads), multi-marketplace coordination (Canada, Mexico, EU), brand protection (counterfeit monitoring, MAP enforcement), and potentially 1P/Vendor Central management. The agency should have dedicated teams for ads, content, and operations — not one generalist juggling everything.
Key question: "Do you manage Amazon DSP campaigns, and what's your minimum DSP budget?" If they don't do DSP or require $50K/month minimum ad spend, you'll know if there's a fit.
Full-Service vs. Specialist vs. Hybrid Models
Full-service agencies handle everything: product listings, SEO, PPC, promotions, inventory planning, brand protection, reporting. Good for brands that want to hand off the entire Amazon channel. Expensive. Typical cost: $10K–$50K+/month depending on revenue. That's the model SupplyKick operates.
Specialist agencies focus on one area — PPC only, listing optimization only, brand protection only. Good for brands with in-house teams that need expertise in specific gaps. Lower cost but requires coordination across multiple vendors.
Hybrid/fractional models give you senior-level strategy without full agency overhead. A fractional CMO or consultant audits your account, builds the plan, and your team (or a lower-cost execution partner) handles implementation. Good for brands with some internal Amazon capability.
Ask: "Are you full-service or specialized? If full-service, which services are included in your base fee and which cost extra?"
Define Your Non-Negotiables Before the First Call
Write down your dealbreakers before you talk to any agency. Here are common ones:
- Month-to-month contracts only (no 12-month lock-ins)
- You own all account access and data
- Dedicated senior account manager (no rotating juniors)
- Weekly or bi-weekly reporting (not monthly)
- Transparent ad spend visibility (you see every campaign)
- White-hat only (no review manipulation, no search-find-buy schemes)
- References from brands in your category at your revenue level
If an agency can't meet your non-negotiables, end the conversation early. Don't waste time on a polished pitch when the fundamentals don't align.
Experience and Track Record Questions
1. Have you sold products on Amazon with your own capital?
Why this matters: There's a difference between managing someone else's ad budget and risking your own money on inventory. Agencies that have actually operated Amazon brands understand cash flow constraints, inventory risk, and the real cost of a stockout or a suspension. Agencies that have only ever consulted don't.
Red flags:
- Vague answer: "We have extensive experience with Amazon sellers."
- Defensive answer: "We don't need to sell products to understand selling." (Yes, you do.)
- No answer at all.
2. What categories do you specialize in, and have you worked with brands in my category?
Why this matters: Amazon operates differently across categories. Health and beauty requires compliance navigation (FDA, claims restrictions). Electronics has return rate challenges. Grocery has expiration date and temperature requirements. An agency that's only done apparel won't understand the regulatory complexity of supplements.
Red flags:
- "We work across all categories." (Translation: We're generalists with no deep expertise.)
- Can't name a single client in your category.
- Lists categories but can't explain category-specific challenges.
3. Can you share 3–5 case studies with verifiable results?
Why this matters: Anyone can claim they grew a brand. Case studies with specific metrics (revenue growth, ROAS, ranking improvements) and verifiable details (brand name or anonymized with proof) separate real track records from sales pitches.
Red flags:
- Generic case studies with no metrics ("We helped a brand grow significantly.")
- Case studies from 2019 (the platform has changed too much for old wins to matter).
- Refusal to share any case studies due to "confidentiality" without offering references.
4. What's your client retention rate, and can you provide 3 references I can call?
Why this matters: Retention rate is the single best proxy for whether clients are happy. Agencies with 90%+ retention rates are doing something right. Agencies with 60% retention are churning through clients because they overpromise and underdeliver.
Red flags:
- Won't share retention rate ("We don't track that.").
- Retention rate below 80% without a good explanation.
- Provides references but they're all brand new clients (under 6 months).
- References are only the agency's best success stories, not a representative sample.
Strategy and Execution Questions
5. Walk me through your first 90 days with a new client.
Why this matters: A credible agency has a repeatable onboarding process. They should be able to articulate exactly what happens in the first 30, 60, and 90 days without stumbling. Vague answers mean they're winging it with every client.
Red flags:
- "We customize our approach for every client." (Translation: We don't have a process.)
- Can't articulate a timeline.
- Promises results ("We'll 2x your revenue in 90 days") without explaining the work.
6. How do you stay compliant with Amazon's terms of service?
Why this matters: Review manipulation, search-find-buy schemes, keyword stuffing, fake variations — all of these can get your account suspended permanently. Some agencies still use these tactics because they produce short-term results. You need to know where your agency stands.
Red flags:
- Vague answer: "We follow best practices."
- Suggests "growth hacks" without explaining what they are.
- Dismisses your compliance concerns: "Amazon doesn't enforce that rule."
7. What tools and software do you use, and are any costs passed to me?
Why this matters: Good agencies use professional tools — Helium 10, Jungle Scout, Perpetua, Teikametrics. You should know what's in their stack and whether you're paying for it separately.
Red flags:
- "We use proprietary tools." (Translation: Spreadsheets.)
- Long list of tools with separate fees for each.
- Won't disclose their tool stack.
8. How do you handle Amazon policy changes and algorithm updates?
Why this matters: Amazon changes policies, ad formats, ranking algorithms, and fee structures constantly. Your agency needs a system for staying current and adapting strategies quickly.
Red flags:
- "We keep up with changes." (How?)
- Can't name a recent Amazon policy change and how they adapted.
- Reactive instead of proactive: "We'll adjust if something breaks."
Pricing and Contract Questions
9. What's your pricing model, and how does it align with my goals?
Why this matters: Pricing models create different incentives. Percentage-of-ad-spend models incentivize the agency to increase your ad spend, not necessarily your profitability. Percentage-of-revenue models align better with growth but can get expensive fast. Flat fees are predictable but may lead to under-delivery if the agency's margin shrinks.
Common pricing models:
- Percentage of ad spend (10–15% typical): Agency earns more when you spend more on ads. Misaligned incentive — they benefit from higher spend even if ROAS drops.
- Percentage of revenue (3–10% typical): Better aligned with growth outcomes, but can become very expensive at scale (10% of $10M revenue = $1M/year in agency fees).
- Flat monthly retainer ($3K–$50K+ range): Predictable costs. Risk: agency may under-deliver if their profit margin is thin on your account.
- Hybrid models: Flat base + performance bonus tied to specific KPIs (revenue growth, ROAS improvement, ranking gains).
10. What's included in your base fee, and what costs extra?
Why this matters: Some agencies advertise a low base fee but charge separately for A+ content, product photography, DSP campaigns, brand protection, and reporting dashboards. You need the full picture.
Red flags:
- Won't provide a clear breakdown.
- Everything costs extra (base fee is just account access).
- Surprise fees appear after signing.
11. What's your minimum contract length, and what are the exit terms?
Why this matters: 12-month contracts with 90-day cancellation notice and heavy early-termination fees are a red flag. They suggest the agency relies on contract lock-in rather than performance retention.
Red flags:
- 12-month minimum with no flexibility.
- 90-day cancellation notice (you're paying for 3 months after you decide to leave).
- Early termination fees equal to remaining contract value.
12. Who owns the data, creative assets, and campaign history when we part ways?
Why this matters: Some agencies treat your PPC campaigns, A+ content, and listing copy as their intellectual property. If you leave, you lose everything and have to start over. This is unacceptable.
Red flags:
- "We retain ownership of creative assets and campaign structures."
- "You'll need to pay a transition fee to get your data."
- Vague answer that doesn't clearly state you own everything.
Team and Communication Questions
13. Who exactly will work on my account, and what's their experience level?
Why this matters: The most common complaint in agency relationships: you talk to a senior VP during the sales process, then a junior coordinator with 6 months of experience takes over after you sign.
Red flags:
- Won't name your account manager before you sign.
- "We have a team of experts." (Who specifically?)
- Account manager has less than 2 years of Amazon experience.
- Account manager handles 15+ brands (they're overloaded).
14. How many brands does each account manager handle?
Why this matters: If your account manager is juggling 20 brands, you're not getting the attention you're paying for. Industry benchmark: 8–10 brands per account manager is healthy. Above 12 is a warning sign.
15. What's your communication cadence, and how do I reach you when something breaks?
Why this matters: You need predictable communication (weekly or bi-weekly check-ins) and a clear escalation path when something urgent happens — price war, stockout, account suspension, negative review bomb.
16. What does your reporting look like, and how often do I get it?
Why this matters: You should see your ad performance, sales trends, ranking changes, and account health metrics on demand. Monthly PDF reports are insufficient. You need real-time dashboard access.
Red flags:
- Monthly PDF reports only (no real-time access).
- Dashboard access costs extra.
- Reports are vague ("Sales are up 15%") without granular breakdowns.
Red Flags That Should End the Conversation
Some warning signs are so serious you should walk away immediately:
Guaranteed revenue or ranking promises. "We'll get you to Page 1 in 30 days" or "We guarantee 3x revenue growth" is a lie. Amazon's algorithm changes constantly. Anyone making guarantees is either incompetent or planning to use black-hat tactics that'll get you suspended.
No case studies or client references. Every legitimate agency should be able to provide 3+ verifiable case studies and client references. If they claim "confidentiality" prevents them from sharing anything, that's a red flag. Anonymized case studies and reference calls are standard.
Vague compliance answers. If you ask about their stance on review manipulation or TOS compliance and they give a vague answer ("We follow best practices"), walk away. They should clearly explain their approach and why it's compliant.
High-pressure sales tactics. If they're pushing you to sign today with a "limited-time discount" or "we're almost at capacity," that's a red flag. Professional agencies don't use car-salesman tactics.
Long lock-in contracts with heavy penalties. 12-month minimums with 90-day cancellation notice and early termination fees suggest the agency relies on trapping clients, not retaining them with performance.
Refusal to share team credentials. You should know who's working on your account, their experience level, and their client load. If the agency won't tell you, they're hiding something (probably that they'll assign a junior coordinator).
No defined onboarding process. If they can't articulate what happens in the first 30/60/90 days without stumbling, they're winging it.
Account ownership ambiguity. You must own your Seller Central or Vendor Central account. If the agency wants to run things under their own account or retain ownership of campaign data and creative assets, that's a dealbreaker.
The Amazon Agency Evaluation Scorecard
Here's how to score agencies across the key categories. Rate each agency on a 1–5 scale for each criterion, then weight the categories based on what matters most to your business.
| Criterion | Scoring Guide |
|---|---|
| Experience & Track Record (Weight: 25%) | |
| Have they sold on Amazon themselves? | 5 = Yes | 1 = No |
| Category-specific experience? | 5 = Extensive | 1 = None |
| Case studies with verifiable results? | 5 = Multiple strong | 1 = None |
| Client retention rate? | 5 = 90%+ | 3 = 80–89% | 1 = Won't disclose |
| Quality of references? | 5 = Multiple strong | 1 = None |
| Strategy & Execution (Weight: 20%) | |
| Clear 90-day onboarding plan? | 5 = Detailed | 1 = Vague |
| Compliance stance? | 5 = White-hat with explanation | 1 = Vague |
| Tool stack quality? | 5 = Professional, costs included | 1 = Weak |
| Adaptation to platform changes? | 5 = Proactive system | 1 = Reactive |
| Pricing & Contract Terms (Weight: 20%) | |
| Pricing model alignment? | 5 = Fully aligned | 1 = Misaligned |
| Transparency on what's included? | 5 = Complete breakdown | 1 = Vague |
| Contract flexibility? | 5 = Month-to-month | 1 = 12-month lock-in |
| Data and asset ownership? | 5 = You own everything | 1 = Agency retains |
| Team & Communication (Weight: 20%) | |
| Account manager experience? | 5 = Senior level | 1 = Junior / won't disclose |
| Account manager workload? | 5 = <10 brands | 1 = 15+ / won't disclose |
| Communication cadence? | 5 = Weekly/bi-weekly + emergency | 1 = Monthly |
| Reporting quality? | 5 = Real-time dashboard | 1 = PDF only |
| Red Flags (Weight: 15%) | |
| Any dealbreaker red flags present? | 5 = None | 1 = Multiple |
How to use the scorecard: Score each agency on every criterion (1–5 scale). Multiply each category score by its weight. Total the weighted scores. Compare agencies side by side.
Example: Agency A scores 4.2 weighted average. Agency B scores 3.8. Agency C scores 4.5. Agency C wins — but look at the breakdown. If Agency C scored poorly on pricing alignment, that might be a dealbreaker even if they scored highest overall.
What Good Answers Actually Sound Like
Here are side-by-side examples of weak vs. strong agency responses to common questions:
"What's your client retention rate?"
"How do you handle Amazon policy changes?"
"Who will work on my account?"
"What's your pricing model?"
"What happens to my data if we part ways?"
Building your agency shortlist? SupplyKick has been selling on Amazon since 2012 — first as brand owners, then as a full-service agency. We're happy to answer every question on this list.
Talk to our team to see if there's a fit.
Frequently Asked Questions
Agency pricing varies widely based on services and brand size. Small brands under $1M revenue typically pay $3,000–$10,000/month. Mid-market brands ($1M–$5M revenue) pay $8,000–$25,000/month. Enterprise brands ($5M+ revenue) pay $20,000–$60,000+/month. Pricing models include percentage of ad spend (10–15%), percentage of revenue (3–10%), flat monthly retainers, or hybrid models. The best model depends on your goals and growth stage.
Hire an agency when you're doing $500K+ annual revenue and need specialized expertise you don't have in-house, your growth has plateaued, you're spending $10K+/month on ads and need professional PPC management, you're expanding to new marketplaces, or you're dealing with account health issues. Don't hire an agency if you're pre-revenue or under $300K annual revenue unless you have a very specific need like recovering a suspended account.
Hire an agency if you're under $5M annual revenue, need specialized expertise you can't hire for (DSP, international expansion, brand protection), or want to scale quickly without recruiting overhead. Build in-house if you're doing $10M+ annual revenue where Amazon is a strategic priority, you can afford 2–3 full-time specialists, and you want complete control. Many brands use a hybrid approach: in-house team for execution, agency for strategy and specialized skills.
Quick wins (listing fixes, campaign restructuring, stranded inventory cleanup) appear within 30–60 days. Medium-term results (ranking improvements, ROAS improvements, conversion rate gains) take 3–6 months. Significant revenue growth and market share gains require 6–12 months of consistent optimization and strategy execution.
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