Strategy Beats Scale The Amazon agency M&A market has flipped. There are now ...
By Simon Ellicott · January 28, 2026 · Curated by George's Blog
Strategy Beats Scale
The Amazon agency M&A market has flipped. There are now more buyers than sellers. But that’s not the real story.
Buyers aren’t paying for execution anymore. They assume you have it.
They’re not paying for AI augmentation either.
Everyone already has surface-level AI speeding things up.
What they’re underwriting is AI amplification:
AI that sharpens decision making.
AI that improves forecasting, pricing, and prioritisation.
AI that compounds value after the acquisition, not just efficiency before it.
That distinction matters.
Because buyers aren’t buying yesterday’s agency. They’re pricing in 2026. And 2026 is less about doing more work, faster.
It’s about deciding what to do, where to invest, and why it matters.
Execution is becoming commoditised.
Strategy is becoming scarce.
Which is why agencies with real strategic depth, not just delivery capacity, are the ones buyers compete for.
Same market.
Same buyers.
Very different outcomes.
The agencies that win aren’t bigger. They’re clearer.
#AmazonAgencyM&A
#AIAmplification
#AgencyExitStrategy
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