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By Joel Elling · August 21, 2025 · Curated by George's Blog
We're in an Amazon agency bubble right now, and it's about to burst.
Here's how I know: there are tons of freelancers and agencies getting business despite knowing very little about what they're doing.
The cycle goes something like this:
1. Brands look for service
2. Agencies/freelancers claim they have experience when they don't
3. Brands figure it out and move to the next person promising they "actually know what they're doing."
4. They do it all over again
This wont last. Amazon isn't getting easier. It's getting more complicated every year. Goes without saying, but here I am saying it.
What most of these agencies and freelancers lack isn't technical knowledge - they can pull levers and access all the right pages. What they lack is actual strategy.
Real strategy means understanding the entire business and pulling levers that will keep longterm growth happening, positive cashflow coming in, to name a few.
With my clients, I know everything - their cost of goods, cash flow, growth capacity(underrated metric btw), business constraints.
You don't want to share this with me? Pass, not interested.
Most freelancers are just doing tasks. They're managing campaigns without understanding profit margins. They're optimizing listings without knowing the business model. Making decisions in a vacuum.
Not going to cut it. hell, it already doesn't cut it.
PS: Obviously there are solid agencies out there delivering value and they'll be fine. But the ones calling task management "strategy" won't survive when brands figure out the difference.