There is no market rate for Amazon account management, and this belief can harm
By Simon Ellicott · June 11, 2026 · Curated by George's Blog
There is no market rate for Amazon account management, and this belief can harm agencies more than they realise. Recently, I had two conversations with agency owners who asked, "What should we be charging?" My answer was the same both times: it depends.
Many seek a specific number to benchmark against, whether it’s £1,500, £3,000, or £5,000. However, the reality is that there isn't a standardised market rate. Over the past few years, I've worked with agencies charging as little as £500 per month and others charging a minimum of £5,000 per month, all for the same platform and channel.
The question "What is everyone else charging?" is misguided. The term "Amazon full service" means different things to different agencies. Some provide basic account management, while others include advertising, strategy, DSP, AMC, forecasting, retail operations, and even board-level stakeholder support. Agencies can charge similar fees yet deliver vastly different value.
Most agencies don’t have a pricing problem; they have a positioning problem. When agencies lose deals, the common assumption is that they were undercut. Often, the issue is that clients cannot see the meaningful differences between suppliers, leading them to make price the deciding factor.
I recently spoke with an agency founder concerned about being perceived as expensive. The truth? They weren't expensive; they just struggled to clearly articulate who they served, what they did, why their model was unique, and what outcomes clients could expect. As a result, they appeared costly.
Agencies that command premium fees today are not necessarily the best; they are simply clearer. They know who they serve, what they deliver, their process, the commercial outcomes, and their purpose. Clarity can eliminate pricing objections.
So when agency owners ask me about the market rate, I respond with a different question: "What exactly are you selling?" Until you can answer that confidently, every pricing conversation will feel uncomfortable, and every lost pitch will seem like a pricing issue, even when it isn't. There is no market rate; there is only positioning.
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