When a brand brings Amazon work in-house, does that mean less opportunity for it
By Simon Ellicott · November 7, 2026 · Curated by George's Blog
When a brand brings Amazon work in-house, does that mean less opportunity for its agency?
It depends what the brand can own, and where it still needs help.
This week, Martine Darlington and Frederick Smith share the brand-side view: which decisions they’d keep inside the business, where specialist agency support earns its place, and what makes the relationship work.
Thanks both for being so generous with your time and perspectives.
Agency owners: as your clients build their own capabilities, how is your role changing?