Your ICP Isn’t £10m–£20m. That’s Just a Number. Last week I grabbed coffee wi...
By Simon Ellicott · February 5, 2026 · Curated by George's Blog
Your ICP Isn’t £10m–£20m. That’s Just a Number.
Last week I grabbed coffee with three Amazon agency founders.
Same question to each of them:
“Who’s your ICP?”
Same answer. Every time.
“Amazon sellers doing £10m–£20m.”
On paper? Clean.
In reality? A mess.
Here’s why that answer is quietly hurting you:
It’s the most overcrowded target in the ecosystem.
It represents roughly 0.17% of all sellers ... a tiny pond with very sharp elbows.
And it tells you absolutely nothing about the humans inside those businesses, because that £10m seller could be:
A founder led native brand that’s hit a personal ceiling.
A legacy 1P business drowning in Vendor Central politics.
An omni-channel beast where Amazon is the awkward side project.
A challenger brand fighting black hat tactics in a knife fight category.
Same revenue.
Completely different reality.
This is where most agencies face plant.
They segment by numbers instead of people.
“Amazon seller.”
“£10m–£20m.”
“Scaling brand.”
Nice labels.
Zero insight
The truth sits with the stakeholder, and ...
They’re juggling Amazon, Tesco, Walmart.
They didn’t grow up in e-commerce.
They’re accountable for revenue, but aren’t even sure what “great” looks like.
They don’t want more tactics.
They want clarity.
They want confidence.
They want someone who actually understands their world.
Because no one remembers your latest CVR case study.
They remember the post, the conversation, the moment they felt seen.
So here’s the uncomfortable question:
Do you really know your ICP ...
or do you just know their revenue tier?
#AmazonAgencyPositioning #IdealClientProfile #Amazon
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