Strategy

Amazon Consultant vs. Agency: What’s the Real Difference—and Which Is Right for Your Brand?

Published August 6, 2025 · 7 min read

Growing a brand on Amazon is equal parts opportunity and overload.

As founders stretch the limits of DIY—juggling ads, SEO, logistics, and operations—two support paths usually appear:

Partner with an Amazon agency or hire a consultant.

But what’s the actual difference between them—and how do you choose the one that fits your brand’s current season?

What Is an Amazon Agency?

Amazon agencies are full-service teams built to manage multiple aspects of your Amazon operation. Depending on the firm, that may include:

  • PPC (pay-per-click) campaign management
  • SEO and listing optimization
  • Storefront and creative design
  • Inventory management
  • Customer service (for larger brands)

Agencies are process-driven and operate at scale. They're ideal for brands with large catalogs, established revenue, and a need for deep infrastructure.

Pros:

  • Offload most or all Amazon tasks to experienced teams
  • Access creative services, video production, and analytics
  • Leverage historical performance data and tool integrations
  • Designed for multi-SKU and international expansion

Considerations:

  • High monthly retainers and long-term contracts are common
  • Strategy may be templated or systemized
  • You may work with an account manager instead of a strategist
  • Can feel rigid for smaller or fast-moving brands

Note: Some boutique agencies now offer hybrid, customizable support—always ask detailed questions before signing.

What Is an Amazon Consultant?

A consultant is typically an individual expert (or small team) who works directly with your brand. Most consultants tailor their support around your specific stage and goals, offering strategic guidance, feedback, and sometimes direct execution.

Pros:

  • Personalized, high-touch support
  • Flexible pricing: hourly, project-based, or retainer
  • Great for early-stage founders or solo operators
  • Lower cost than full-service agencies

Considerations:

  • May not offer every service (e.g., creative assets)
  • Limited bandwidth during busy seasons
  • Experience levels vary—vet thoroughly

Many experienced consultants now operate hybrid networks, collaborating with copywriters, designers, and ad managers to fill gaps.

When Each One Makes Sense

Choose a Consultant When:

  • You’re launching, relaunching, or repositioning
  • You want to stay hands-on and learn as you go
  • You need clarity, not just execution

Choose an Agency When:

  • You’re managing a high-volume catalog or international expansion
  • You want to fully delegate Amazon operations
  • You need recurring creative, reporting, and campaign execution

Many brands start with a consultant and transition to an agency—or build hybrid partnerships over time.

What the Data Says

🧠 According to JungleScout’s 2023 Amazon Seller Report:

  • 32% of Amazon sellers outsource support
  • Of those, 52% work with consultants or freelancers
  • Only 38% work with agencies

This shows that founder-led and early-stage brands increasingly prefer flexible, personalized support.

Trends to Watch

  • Hybrid Support Models – Consultants + subcontractors, agencies with a-la-carte services
  • Geographic Price Variance – Costs vary widely by region and scope
  • Evolution Over Time – The right support model may change as your brand grows

Actionable Takeaways

  • Ask about communication style, deliverables, and reporting before hiring
  • Vet case studies and actual results, not just polished portfolios
  • Compare offers carefully—and don’t be afraid to ask real questions
  • Stay flexible. The right fit today might not be the right fit next year
👉 You don’t need to have it all figured out—just a place to start.

Let’s find what fits.