Something has changed in the Amazon agency space. Not loudly. But unmistakably.
By Simon Ellicott · April 18, 2026 · Curated by George's Blog
Something has changed in the Amazon agency space.
Not loudly.
But unmistakably.
More acquisitions.
More consolidation.
Fewer small, scrappy operators… more scaled platforms.
That part is visible.
What’s less obvious, but far more important, is what’s happening underneath.
For years, this industry rewarded activity.
Optimise everything.
Advertise everything.
Push budget.
Do more.
A kind of productive chaos. Except… it wasn’t always productive.
A lot of agencies became very good at being busy, not necessarily effective.
Promoting low-contribution SKUs.
Chasing vanity growth.
Working against the grain of Amazon’s own economics.
You see it in the aftermath:
Fragile performance.
Eroding efficiency.
And AVNs that get harder to sustain every quarter.
That model is starting to break.
Because AI doesn’t just make execution faster…
It makes it cheaper.
And eventually… irrelevant.
So the value moves. Upstream.
From doing the work…
To deciding what work should exist in the first place.
The agencies pulling ahead right now aren’t doing more.
They’re doing less.
But better.
Choosing:
What not to advertise.
What not to optimise.
Where is market share winnable
Where incrementality actually lives.
Where it doesn’t.
That’s strategy. And it’s becoming the only thing that matters.
Because buyers aren’t asking:
“Can this agency run ads?”
They’re asking:
“Does this business produce outcomes… without brute force?”
That’s a different category entirely.
Now layer that into a market that’s consolidating.
Stronger operators acquiring capability.
Weaker ones getting squeezed.
And a gap opening… quickly.
Between:
Execution-heavy agencies
and
Strategy-led platforms
That gap is where value will be created, or lost.
So the real question isn’t about multiples. It’s about direction.
Given the maturity of the market…
The consolidation of service providers…
And the acceleration of AI…
Are Amazon agency owners thinking about cashing out?
Or going all-in to become a true “Amazon Agency 2.0”?
Not bigger.
Better.
More strategic.
More selective.
More valuable.
Curious where people are landing.
#AmazonFBA #AmazonAgency #Aamzon
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