Contracts Under Pressure Feels like the AI debate has finally been settled. Not
By Simon Ellicott · May 15, 2026 · Curated by George's Blog
Contracts Under Pressure
Feels like the AI debate has finally been settled.
Not by agencies, by Amazon.
If AI now sits at the point of purchase (shaping what gets seen and what gets bought), then “AI optimisation” isn’t optional anymore. It’s expected.
Which puts a lot of agency owners in a tricky spot…
Most retainers were built around a clear SOW:
Content
Ads
Reporting
Strategy (to varying degrees)
But the ground has shifted. Now we’re talking about:
Structuring listings for AI interpretation
Feeding recommendation engines, not just search
Adapting constantly as Amazon evolves… weekly
None of this was in scope when those contracts were signed.
All of it now matters.
So the question becomes less about capability… and more about fairness.
Do you absorb the extra work to protect the relationship?
Or reset expectations and risk a difficult commercial conversation?
Especially when clients are also hearing that execution is becoming “easier” and “cheaper” with AI.
There’s no clean answer here, but quietly doing more for the same fee isn’t sustainable… and most clients, when handled properly, understand that.
Curious how others are navigating it :
evolving within scope, or reopening the conversation?
#Amazon #AI #AgencyLife
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