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By Simon Ellicott · July 30, 2025 · Curated by George's Blog
Benchmarking isn’t sexy.
It’s not flashy.
But lately, it’s becoming a genuine game changer in conversations with Amazon agency owners, and frankly, it deserves more spotlight than most want to give it.
I’ve heard it more and more: agencies tiring of guessing where they stack up in the market. They’re tired of the worry that client losses mean someone simply undercut them on price.
And they’re tired of assuming everyone offers the same “full‑service.”
Here’s the hard truth: that assumption is vanishing. Agencies aren’t the same anymore. Pricing isn’t uniform. The winner’s circle isn’t about bidding lowest, it’s about understanding your real rivals and your ideal client profile (ICP).
There are roughly 800 Amazon agencies globally, and new ones appear weekly. But not all of them play in your sandbox. That’s the first pivot most agencies miss. Winning agencies are those that’ve stopped trying to be everything to everyone.
They’ve leaned into their ICP, shaped their services and pricing around it, and differentiated their positioning.
✔️ Whether you're 1P, 2P, 3P, or a hybrid specialist
✔️ Whether you offer logistics, warehousing, deep dive consultancy, DSP or AMC insights
✔️ Whether you support omni-channel expansion or bring brands offline to retail
✔️ Whether you are an early mover in AI Optimisation or defiantly focussed on traditional search
Knowing where you sit in that spectrum isn’t vanity. It's clarity. It gives you the confidence to pitch, and actually get past round one.
Agencies that win?
They’ve done the benchmarking homework. Internal analysis or external support, that alignment moves everything into focus. When your service lines, pricing, and pitch lock in with your ICP, you pitch from certainty instead of fear.
Because when you understand your niche, you don’t chase every RFP, you respond to the right ones. Clarity breeds confidence. Benchmarking, with empathy and grit, can turn pitches into wins.
#AmazonAgency #Benchmarking #ICP
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