Is £10m–£20m an ICP … or a Cop-Out? Last week I grabbed coffee with three Amazon
By Simon Ellicott · March 4, 2026 · Curated by George's Blog
Is £10m–£20m an ICP … or a Cop-Out?
Last week I grabbed coffee with three Amazon agency founders, and just as happens most times I meet with founders, I ask the same question:
“Who’s your ICP?”
Same answer, three times:
“Amazon sellers doing £10m–£20m.”
On paper?
Neat.
In reality?
Messy.
Here’s why that answer isn’t helping you:
It’s the most overcrowded target in the ecosystem.
It represents a tiny fraction of total sellers.
And it tells you absolutely nothing about the humans running those businesses.
Because that £10m seller could be:
A founder-led native brand that’s hit a personal ceiling.
A legacy 1P brand drowning in Vendor Central politics.
An omni-channel heavyweight where Amazon is an afterthought.
A challenger brand fighting black-hat tactics in a knife-fight category.
Same revenue. Completely different pressures.
Different incentives.
Different decision logic.
This is where agencies face plant.
They segment by numbers instead of people.
“Amazon seller.”
“£10m–£20m.”
“Scaling brand.”
Nice labels. Zero insight.
The real differentiation lives with the stakeholder.
They’re juggling Amazon, Tesco, Walmart.
They didn’t grow up in ecommerce.
They’re accountable for revenue… but aren’t even sure what “great” looks like.
They don’t wake up wanting more tactics.
They want clarity.
They want confidence.
They want someone who understands the political, commercial and operational mess they’re navigating.
Nobody remembers your latest CVR uplift slide, but they do remember the moment they felt understood.
So here’s the uncomfortable question:
Do you actually know your ICP…
Or do you just know their revenue tier?
Because narrow and knowable wins markets.
Vague and convenient wins very little.
#AmazonAgencyPositioning #IdealClientProfile #StrategicCommerce
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