Agentic Clarity Over the last few weeks, the final pockets of resistance to Agen
By Simon Ellicott · May 27, 2026 · Curated by George's Blog
Agentic Clarity
Over the last few weeks, the final pockets of resistance to Agentic Search in the Amazon space finally collapsed.
Which of course triggered the inevitable flood of “thought leadership” about Agentic optimisation best practice.
Apparently now:
Your PDP can no longer try to be all things to all buyers, agents search differently, they look for ...
Precision.
Specificity.
Context.
They want clear signals around exactly who a product serves, why it exists, and whether it aligns to the ICP.
And honestly?
They’re right.
For years brands and agencies hid behind ambiguity because ambiguity converts “more people”... until it doesn’t.
So now we’re hearing endless advice around:
-Clearer positioning.
-Specific customer targeting.
-Messaging consistency across every digital touchpoint.
-Absolute clarity of offer.
Fantastic. A breakthrough.
Except…
If you actually go and validate whether many of these agencies follow their own advice?
Look at their websites.
Look at their LinkedIn profiles.
You’ll usually find the same vague claim:
“Full Service Amazon Agency.”
That’s it.
No real breakdown of:
-Who they are built for.
-Which problems they solve best.
-Why their model exists.
-What kind of brands should choose them over another agency.
Just broad spectrum ambiguity wrapped in generic service lists.
Which is slightly awkward considering the entire premise of Agentic Search is that ambiguity gets ignored.
And this is the bigger issue emerging in the Amazon agency space:
Most agencies still market themselves like it’s 2019 while simultaneously telling brands to evolve for 2026.
You cannot preach precision while hiding behind vague positioning yourself.
Because “full service” is not positioning, It’s avoidance.
There are agencies brilliant at:
-1P vendor strategy.
-International expansion.
-DSP.
-Retail readiness.
-Subscription brands.
-FMCG.
-Operational infrastructure.
-Enterprise complexity.
-High growth challenger brands.
-AI-led catalogue optimisation.
But almost nobody says it clearly.
Why?
Because many agencies are still terrified that narrowing positioning means shrinking opportunity.
In reality, the opposite is happening.
The agencies gaining traction right now are the ones becoming painfully clear about:
-Who they serve.
-What they solve.
-Why they win.
Because clarity doesn’t repel good fit clients, it attracts them faster.
And if agencies themselves are unwilling to apply the same Agentic optimisation principles they’re selling to brands…
Why exactly should brands pay attention to their advice?
#AmazonAgency #AgenticSearch #Amazon
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