For many ecommerce brands, Amazon is a great opportunity to get sales moving straight away. Immediately, there is strong demand, and access to a huge customer base that can quickly deliver sales. The simplicity does however fade as things grow. What once felt manageable can become increasingly complex, with more moving parts, tighter margins, and greater commercial risk.
This is often the point where leadership teams begin to look outside their existing setup for additional expertise. Rather than reacting to individual issues, some brands choose to work with specialist agencies, like Amazon Agency, Ecommerce Intelligence, to bring more structure and commercial clarity to the channel. Sales may still be increasing, but profitability tightens, and internal teams find it harder to identify what is genuinely driving sustainable performance.
Why Amazon Gets More Complicated as Brands Scale
Growth on Amazon brings visibility, but it also brings pressure. Advertising costs tend to rise as competition intensifies. Fulfilment fees, storage charges, and promotional activity eat away at profit margins. At the same time, the platform itself continues to evolve, with frequent changes to ad formats, reporting, and account level requirements.
It is often that the case that the same processes that work for smaller campaigns do not work the same for larger ones. Campaign structures that once delivered efficient returns can become a bit bloated. Stock planning becomes harder as sales fluctuate across multiple products and regions. Even minor mistakes can have a disproportionate impact when volumes increase.
This is where many brands find themselves reacting rather than planning. Decisions are made quickly to protect revenue, but without the time or clarity to understand the wider commercial consequences.
The Limits of Managing Amazon Fully In House
Most growing brands do not struggle because their teams lack ability. The issue is usually due to capacity and focus. Amazon touches multiple areas of a business, from marketing and pricing to logistics and forecasting. Asking one person or a small team to manage everything often leads to compromises.
Internal teams are also close to the day to day pressures of the business. When sales dip or costs rise, it can be difficult to step back and diagnose the underlying cause. Time spent keeping campaigns running leaves little room for deeper analysis or strategic improvement.
There is also the issue of exposure. Teams working on a single account may not see patterns that are obvious across dozens of brands and categories. That broader perspective is often what helps identify inefficiencies before they become costly problems.
Why Specialist Amazon Support Has Become More Common
As these challenges become more apparent, many brands begin to look outside their organisation for support. This is not about handing over responsibility, but about adding depth where it matters most.
Specialist Amazon agencies tend to work across multiple accounts at different stages of growth. That experience allows them to recognise recurring issues quickly, whether related to advertising structure, catalogue management, or commercial performance. These companies are also more likely to stay up to date on the latest trends for the sector.
For some businesses, these insights become a way to regain control. Instead of constantly battling issues, teams can focus on clearer objectives which is supported by data led decision making.
Choosing the Right Kind of Amazon Partner
Bringing in outside support is a strategic decision, and careful evaluation matters. The most effective partnerships focus on commercial outcomes rather than surface metrics. Click volume alone means little if contribution margin is declining.
Brands should look for transparency, accountability, and a collaborative approach that strengthens internal capability rather than replacing it. Alignment around long term objectives is far more important than quick tactical wins.
External expertise works best when it integrates with the wider business, ensuring Amazon performance supports overall profitability rather than operating in isolation.
A Strategic Response to a Changing Channel
Amazon is no longer just another marketplace. For many brands, it is a core part of their revenue mix and a major influence on overall business performance. Treating it as such often requires a shift in mindset, from tactical management to strategic oversight.
Turning to specialist support is rarely about chasing quick wins. More often, it reflects a recognition that scale changes the nature of the challenge. By addressing complexity early and bringing in the right expertise, brands can protect margins, improve decision making, and build a more sustainable approach to growth on the platform.
In that sense, the rise of specialist Amazon agencies says less about weakness and more about maturity.
