Are You Clear on Where You Stand ... Or Just Working Harder? Amazon agency owner
By Simon Ellicott · February 18, 2026 · Curated by George's Blog
Are You Clear on Where You Stand ... Or Just Working Harder?
Amazon agency owners, this isn’t a criticism. It’s an observation.
The market is shifting quickly, and a lot of good agencies are feeling the strain.
Not because they’re bad at what they do.
Not because they’ve lost their edge.
But because the old way of judging competition doesn’t work anymore.
For years, we leaned on assumptions.
“Full service” means roughly the same thing.
Pricing has some kind of market norm.
If we lost, they probably undercut us.
Reasonable assumptions, just not reliable ones anymore.
What’s happening now is more nuanced.
Founders are starting to zoom out (not to obsess over competitors), but to remove the guesswork from why they’re winning or losing.
And that shift is healthy. Because trying to serve everyone?
It’s exhausting.
When your positioning is broad, your value feels blurred, and blurred value creates doubt : internally and externally.
What most agency owners I speak to actually want isn’t dominance.
It’s certainty.
Certainty that their proposition stacks up.
Certainty about who they’re truly competing with.
Certainty that they’re playing in the right lane.
There are hundreds of Amazon agencies globally now, it’s no wonder it can feel crowded.
But here’s the reassuring part:
You don’t need to understand the entire landscape.
You only need to understand your slice of it.
When that becomes clear, things settle.
Your ICP sharpens.
Your offer tightens.
Your messaging starts sounding like you, not the industry.
Because whether you focus on 1P, 2P, 3P, hybrid, Vendor access, Seller of Record, logistics heavy, DSP led, consultancy first, AI forward…
Each model attracts a different buyer with different expectations.
The opportunity is still huge. But it rewards precision.
The agencies pulling ahead right now haven’t stumbled into it.
They’ve taken the time to:
Analyse honestly.
Align internally.
Clarify positioning.
Define where they add leverage.
That clarity changes how pitches feel.
How pricing lands.
How confident teams operate.
Meanwhile, agencies without that clarity aren’t failing.
They’re just uncertain. And uncertainty is expensive.
This isn’t about winning everything. It’s about knowing exactly where you stand, and being comfortable standing there.
Because the agencies moving forward with confidence aren’t louder.
They’re clearer.
#AmazonAgencyClarity #AgencyPositioningStrategy #CommerceLeadership
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