Amazon Accelerate just handed every agency a problem. Most of them are looking a
By Matt Anderson · October 8, 2026 · Curated by George's Blog
Amazon Accelerate just handed every agency a problem. Most of them are looking at the wrong one ðŸ«
Here's the Tea ☕ AI agents, MCP connections, Claude plugged into the Amazon ecosystem.
Some agencies are panicking. Some are celebrating. Most are missing the point.
Four things I took away:
1. Think of MCP like a USB port.
Many a post on LinkedIn as the solution to selling on Amazon...
Plugging a USB into your Mac doesn't make it a better machine. MCP is no different.
Yes, it opens up a wealth of data and makes access easier. But if the skills, context or API mapping are set up badly, you'll just produce AI slop grenades and mistakes at a far greater rate.
2. Amazon's AI is built to make Amazon more money (not your brand)
Every Vendor Manager meeting (yes, we used to have those in 2018), every AVS session, Launchpad call and Ads review leaned the same way. More margin from the brand.
Don't expect Amazon's AI ads agent to be any different.
3. Judgement is still human.
AI models are trained on vast amounts of other people's IP, and depending on your settings, possibly your own data too. They're brilliant at remixing what already exists.
Strategy and judgement come from years of experience you can't scrape from the web.
4. Claude plus Amazon is a real threat to agencies.
My view: it's only a matter of time before Amazon Advertising becomes a self serve module for brands. Just look at what TikTok has done.
If your agency's value is pressing buttons in the console, that value is about to disappear.
AI commoditises execution. It doesn't commoditise judgement and your agency's secret sauce is now sitting in Claude's skills library.... and now Amazon...? (depending on your settings).
The agencies that survive will be the ones selling the strategic thinking, not the clicking.
So which one is your agency billing for?
#AmazonAdvertising #Ecommerce #AIMarketing #AmazonAgency