Quelle surprise?! Not really. EVERYTHING IS HYBRID REMEMBER!! There’s probably a
By Patrickmurrayecom · November 13, 2026 · Curated by George's Blog
Quelle surprise?!
Not really.
EVERYTHING IS HYBRID REMEMBER!!
There’s probably a tinfoil hat in there somewhere.
‘Agency only’ was probably a poor choice of words in hindsight.
As in our industry it comes (rightly or wrongly) with an assumption it’s outsourcing full service or advertising capability.
BUT ALSO WHAT BUSINESS OUTSOURCES THE WHOLE OF THEIR AMAZON CAPABILITY😂
The truth is Amazon is more complex than it’s ever been.
Speaking to leaders all day every day it’s obvious it’s changing constantly and we’re all trying to keep up.
Brands are also investing more in Amazon capability than ever.
They’re in housing a lot of roles and building incredible Amazon specialist hubs.
The agencies (in the tradition sense as above) I’m pals with are also flying and have pipelines in truth if they had 100% conversion they’d struggle to service.
Both can co-exist and it’s bloody fantastic for our industry.
The debate is usually
Should account management and/ or ads capability be outsourced.
Now the brands are literally investing in both here which is positively impacting performance.
The truth is now there are too many holes in the Amazon Bucket to keep it this lean, and the literal cost and opportunity cost of not plugging multiple holes will catch up with you one day or another.
As I say - my pals who say ‘we have that under control’ will still come a cropper to one or more of these issues - sadly - one day or another.
The truth is also the service providers in these spaces are also thriving as well becuase
the product and service is complex and in some instances - is bleeding boring and not the sexy sales and marketing stuff we’re all accustomed to!
Here’s what else brands are outsourcing
Amazon Revenue Recovery
AI Search & AEO Optimisation
Brand Protection, 3P Seller Identification & Removal
Amazon Ad-Tech & AI Bid Optimisation
Marketplace CRM
At least this finally means the Amazon team of one is finally a thing of the past….
Right?
RIGHT?!!?
RIIIIIIIIGHT?!
*Opens abyss door*
‘Oh hey again abyss….
AHEM
RIIIIIIIIIIIIIGGGGGGGGGGHT’
In the words of James Prewitt; ‘poor bastards’
Just how can one person with no external help keep up with all of that when other brands are absolutely utilising the tools and services available?
Big thanks to Nick Edstrom and James Prewitt (double tag) for getting in the mixer and giving their expert views - good geezers there!
Love Pat 😘😘😘