As a vital partner to your business, an Amazon agency’s purpose is to optimize your brand’s presence and boost sales on the Amazon platform. Many of the top Amazon agencies do this through being closely integrated with their client’s businesses, acting as a ‘bolt-on’ addition to a brands team. They provide value through strategic planning, best-in-class execution, proprietary tech and tools such as reporting dashboards and highly experienced practitioners who have managed brands in a wide range of categories, verticals and countries.

It’s essential, however, to continually evaluate the performance of your agency. Doing so allows you to measure the return on your investment, identify areas for improvement, and ensure that your agency is contributing positively to your business goals.

In this article, we will outline the top 3 areas to assess when evaluating your Amazon agency.

1.Setting Clear Goals and Objectives

Recognizing the importance of clear, measurable objectives set out for your Amazon agency is vital to its success. By collaborating with your Amazon agency and accurately setting and defining clear objectives helps to provide a roadmap to achievement and offer a benchmark to gauge performance. This critical process ensures that both you and your agency are totally aligned from the very beginning, ensuring everyone is working towards the same north star.

A high-performing Amazon advertising agency begins its journey by understanding your business inside and out. They should invest time in comprehending your brand, target audience, and long-term business objectives. Their strategy should be tailored to your unique needs and aligned with your overarching business goals.


Your Goals on Amazon

Strategy Alignment

Ensure that the agency’s advertising strategy directly supports your business objectives. For example, if your goal is to increase brand visibility, their strategy should prioritize Sponsored Brand campaigns and brand-centric keywords.

KPI Definition

Clear and well-defined Key Performance Indicators (KPIs) are essential for tracking progress accurately. Your agency should work with you to determine KPIs that matter most to your business. These might include:

  • Sales Growth: A key metric for many e-commerce businesses is revenue growth. Your agency should have strategies in place to drive sales while maintaining profitability.

  • ACoS (Advertising Cost of Sales): This metric measures the efficiency of your ad spend. A good agency should strive to keep ACoS within your target range.

  • CTR (Click-Through Rate) and Conversion Rate: These metrics are indicative of the effectiveness of your ad copy and landing pages.

  • Market Share: In competitive markets, it’s vital to monitor your market share. Your agency should aim to increase your share of the pie across either paid and/or organic listings.

Tracking Progress

Regular performance tracking is vital. Your agency should provide timely reports and insights, showcasing how your campaigns are performing against the established KPIs. Look for:

  • Timely Reports: Are reports delivered promptly, allowing you to react to changes in real-time?

  • Data Interpretation: Does the agency provide insightful analysis of the data, explaining the why behind the numbers?

  • Actionable Insights: The agency should not only report on what happened but also recommend actions to improve performance.

The results of an amazon agency's work

2. Regular and Clear Communication

Effective communication is the foundation of a successful partnership with your Amazon advertising agency, encompassing regular interaction and transparency.


Clear Communication

Communication Frequency

Effective communication is the lifeblood of a successful partnership with your Amazon advertising agency. It’s not merely about exchanging monthly reports but maintaining a consistent and responsive dialogue.

A top-tier agency understands the importance of regular interaction. They initiate frequent check-ins, not just to deliver reports but also to discuss strategies, address concerns, and keep you informed about campaign progress. This proactive approach ensures that any issues can be swiftly addressed, and adjustments can be made in real-time, which is crucial in the fast-paced world of e-commerce.

Furthermore, a high-performing agency recognizes the significance of your time. They make themselves readily available when you have questions, need clarifications, or wish to explore new opportunities. They understand that open and timely communication is essential for a thriving partnership.


Transparency in communication is not only a sign of trustworthiness but also a key indicator of your agency’s performance. A reliable agency should be forthcoming about their strategies, successes, and challenges.

When evaluating transparency, look at how they handle budget allocation. Are they clear about how your advertising budget is distributed among various ad types, such as Sponsored Products and Sponsored Brands? An agency that is transparent in this regard ensures that you have a clear understanding of where your ad spend is going and why.

In addition to budget transparency, a high-performing agency provides detailed reports on ad performance. They go beyond surface-level metrics and dive into the specifics of which keywords and products are driving the best results. This level of detail allows you to make informed decisions about your advertising strategy.

Furthermore, transparency extends to testing and experimentation. A top agency should be open to trying out new ad formats, targeting options, or creative approaches. They should share the results of these experiments with you, enabling you to learn from successes and failures alike.

3. Evaluating Beyond Your Standard Metrics

Beyond the usual metrics, a high-performing agency offers strategic guidance, explores innovative betas, and provides market insights, ensuring adaptability in the dynamic e-commerce landscape.

Strategic Guidance

An Amazon advertising agency that truly performs goes beyond managing campaigns; they act as strategic partners. They proactively offer guidance and recommendations to enhance your overall advertising strategy.

Effective optimization is a cornerstone of this guidance. A high-performing agency continually refines your campaigns by adjusting bids, keywords, and targeting options. They stay vigilant, ensuring your advertising efforts remain aligned with your goals.

Moreover, they should be diligent in keyword expansion. As the e-commerce landscape evolves, new search terms and trends emerge. A top agency identifies these opportunities and regularly suggests new keywords to target, based on market trends and competitor analysis. This proactive approach helps you stay ahead in the competitive marketplace.

Additionally, a performing agency is well-prepared for seasonal fluctuations in demand. They develop strategies to capitalize on these seasonal trends, adjusting advertising budgets and creative content accordingly. Their ability to adapt to the ever-changing e-commerce landscape is a testament to their commitment to your success.



Beta Testing and Market Insights

In the dynamic world of Amazon advertising, staying ahead means embracing new features and innovations. A forward-thinking agency actively participates in Amazon’s beta programs and takes advantage of emerging features.

Ask your agency about their involvement in beta testing. Have they explored new ad formats, targeting options, or tools that could give your campaigns an edge? Their willingness to embrace and implement these features can significantly impact your campaign’s performance.

Furthermore, a high-performing agency provides valuable market insights. They monitor competitor activity and offer insights on how to outperform them. They keep a keen eye on market trends, enabling you to adapt your strategy as consumer behavior evolves. Their recommendations are data-driven, ensuring that every decision is backed by analytics, not just intuition.


Adaptability brings success


The e-commerce environment is known for its constant evolution and unforeseen hurdles. A high-performing agency stands out by being adept at adjusting to these dynamic changes. They react promptly to shifts in market conditions or alterations in consumer behavior, leveraging their extensive experience across multiple clients and marketplaces to identify these shifts early and gain a competitive edge over rival brands.

Moreover, they excel in crisis management. When faced with challenges such as supply chain disruptions or changes in Amazon’s advertising policies, they have the experience and expertise to navigate these obstacles without compromising your brand’s performance on Amazon.

Being able to respond to both broader macro and micro economic changes and factors – with the last few years during the pandemic being a prime example – agencies broad exposure and ability to forecast and foresee changes and the potential business impacts is a key advantage to using an Amazon advertising agency and should be a key area of focus that they provide to your business.


Your Amazon agency isn’t just a service provider; they are strategic and integrated business partners dedicated to your success on the Amazon platform.

By continually assessing their performance in these key areas, you can ensure that your agency is not only managing campaigns but also driving your brand’s growth and prosperity in the competitive world of Amazon sales. Remember, a performing agency acts as an extension of your team, working together to achieve your business goals and thrive in the ever-evolving e-commerce landscape.