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By Simon Ellicott · August 28, 2025 · Curated by George's Blog
Amazon Agencies: “Full Service” Just Got Redefined
With Google’s latest Gemini update (yes, the one with the banana codename ), AI content creation just took a big leap forward.
We’re talking:
✔️ High quality images and edits in minutes
✔️ Seamless consistency across assets
✔️ Natural language prompts that anyone can use
That raises a bigger question for you as an Amazon agency:
What happens to your definition of “full service” when the barrier to producing creative drops this low?
Here’s the reality:
1️⃣ Deliverables aren’t enough anymore
If content can be produced instantly, your value isn’t in making it, it’s in helping brands know what to make, when, and why.
2️⃣ Continuous optimisation will become the norm
The days of treating event driven refreshes or rolling creative updates as an “upsell” are numbered. In a Gemini-powered world, clients will expect it as standard.
3️⃣ Speed changes expectations
Black Friday, Prime Day, competitor moves … brands will expect you to pivot quickly. The agencies that can’t match this cadence will lose ground.
4️⃣ Strategy becomes your moat
AI can create assets, but it can’t set direction. Your role is to bring the shopper insight, the event strategy, the positioning, and the creative sequencing that makes those assets actually drive sales.
The takeaway:
Gemini doesn’t remove the need for agencies, it raises the bar. “Full service” can no longer mean a package of static deliverables. It has to mean an always on engine for testing, refreshing, and optimising creative in line with brand strategy and key events.
The agencies that embrace this shift will find themselves indispensable.
Those that don’t risk being commoditised by the very tools their clients can now access directly.
So I’ll ask you: how are you redefining “full service” in this new landscape?
#AmazonAgencies #EcommerceGrowth #AmazonFBA #AmazonAdvertising #AgencyGrowth #ContentStrategy #AmazonExperts #AmazonSellers
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