Standing out has never mattered more.
By Simon Ellicott · July 4, 2026 · Curated by George's Blog
Standing out has never mattered more.
AI is making agencies more efficient.
Amazon is making brands more self-sufficient.
Automation is making execution easier than ever.
Useful.
Inevitable.
But there’s a consequence many Amazon agencies are still avoiding, and It’s making everyone look increasingly similar.
The same services.
The same dashboards.
The same deliverables.
The same promises.
The same “full service, data-driven, AI-enabled growth partner” language.
Lovely. Also completely forgettable.
For years, agencies differentiated through execution.
They were faster.
More technical.
More hands-on.
More capable than the brand could be internally.
That was valuable, but the market is changing.
Execution is becoming standardised.
Brands have better tools.
Amazon is pushing self-serve capability.
AI is narrowing the gap between average and competent delivery.
And more agencies are competing for a contracting number of brands willing to spend properly.
That is the bit many owners are underestimating.
This isn’t just a busier market, it’s a crowded market chasing a more selective buyer.
Brands are more cautious.
Budgets are under scrutiny.
Leadership teams want accountability.
Finance teams want confidence.
Internal teams want better decisions, not just completed tasks.
So the question is no longer:
“How do we compete?”
It’s:
“Why should anyone choose us?”
In 2026, being a good Amazon agency isn’t good enough.
Being “full service” won’t be enough.
Being “strategic” won’t be enough.
Being “AI-enabled” definitely won’t be enough.
Those words are table stakes. The real value is moving upstream.
Towards thinking.
Towards judgement.
Towards commercial understanding.
Towards sharper positioning.
Towards helping brands treat Amazon as a business unit, not just a sales channel.
Because Amazon can automate tasks.
It can’t define success for an individual brand.
It can’t navigate channel conflict.
It can’t rebuild leadership confidence.
It can’t align Amazon to wider commercial objectives.
It can’t tell a CFO why this channel deserves more investment.
That is where leading agencies will separate themselves.
Not through more services.
Not through lower prices.
Not by copying the agency down the road.
Not by calling everything “AI” and hoping nobody asks a follow-up question.
But by becoming easier to understand.
Clearer on who they serve.
Clearer on the problems they solve.
Clearer on what they are known for.
Clearer on why a brand should choose them.
The agencies pulling ahead are easier to buy from, easier to believe in, and easier for leadership teams to trust.
As the market evolves, that clarity becomes more valuable, not less.
The agencies that thrive won’t be the ones trying to look like everyone else.
They’ll be the ones that are unmistakably different.
#AmazonAgency #AgencyPositioning #AI #AmazonConsultancy
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