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By Simon Ellicott · September 3, 2025 · Curated by George's Blog
Pricing: the great agency pantomime.
"Agency X undercut us again…"
"We threw the kitchen sink at them ... full Amazon service ... and still lost on price …"
"They can’t possibly be profitable at that rate…"
Sound familiar?
Here’s the truth most agency owners never get visibility on: you don’t know how other agencies set their pricing. You just see the outcome and assume. So you guess.
And those guesses often sound like “they must be losing money.”
Except … they’re not. Serious agencies don’t throw profit out of the window just to win logos. That’s not how this market sustains itself.
What’s really happening?
👉 The brand didn’t want your version of “full service.”
👉 Not every brand wants the all singing, all dancing Amazon concierge package.
👉 Some just want the basics, done well. Others will happily pay a premium if you’ve got something niche they value, like:
✅ Seller on Record
✅ Shared Vendor Account
✅ Equity play with an exit roadmap
None of those are standard service lines, but they’re value magnets for the right brand.
So instead of obsessing over what the other agency charged, focus on what you can actually control:
✅ Know your real delivery costs
✅ Bake in the margin that makes it worth doing
✅ Protect that as your pricing floor
✅ Flex only if it makes commercial sense
Because if you’re shaving price without trimming scope? You’re not “competitive” ... you’re just torching daylight.
Pitch to win. Pitch what you do best. Pitch it to the brands that fit you.
Lose on price? That’s fine.
Probably not your ICP. Move on. (And check back in 6 months, they might be ready for you then.)
#AmazonAgency #EcommerceStrategy #AgencyLife #PricingStrategy #ClientFit #AgencyGrowth #KnowYourWorth #BrandStrategy #AmazonExperts #DigitalAgencyTips #FullServiceAgency
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