Being your agency’s best Amazon expert is not the same as being its best leader.
By Simon Ellicott · October 19, 2026 · Curated by George's Blog
Being your agency’s best Amazon expert is not the same as being its best leader.
Knowing what works on Amazon matters.
Sharing that knowledge can build credibility and win business.
But if the founder is still the main source of tactical answers, what is the rest of the agency being built around?
Their knowledge?
Their availability?
Their willingness to step in?
The issue is not whether an agency owner should post Amazon tips, it is whether their contribution has grown beyond supplying them.
Who is deciding which clients the business should serve?
Which capabilities deserve investment?
What the agency should stop offering?
How delivery becomes profitable without relying on unrecorded senior time?
Who can take responsibility when the founder steps away?
These decisions rarely arrive with the urgency of a client escalation.
They are easy to postpone while you solve another account problem or explain another platform change.
But they shape the business everyone else works inside.
An agency leader can remain close to Amazon while giving the team room to become its recognised experts.
Let specialists explain the campaign decisions.
Let account leaders demonstrate commercial judgement.
Let their expertise become part of the agency’s reputation.
Your role is to create the direction, conditions and accountability that make that possible.
If every public demonstration of expertise comes from you, ask what clients are learning about the business.
Are they buying confidence in the agency?
Or continued access to its founder?