Questions to ask before hiring Amazon brand managers
Ask five things before hiring, who does the work, how many brands they carry, what would make them tell you to stop, what they analyze first, and what you keep.
Joel Turcotte Gaucher
Working with Agencies
Question: can I pause an Amazon retainer during stockouts
On a month to month deal with 30 days notice you can pause a retainer during a stockout. First ask what it costs in organic rank, which costs more to rebuild.
Joel Turcotte Gaucher
Working with Agencies
Question: are performance bonuses worth it on Amazon
A bonus is worth paying only on a number the provider controls, over at least one quarter, and capped. Never bonus revenue, since ads can buy it at a loss.
Joel Turcotte Gaucher
Working with Agencies
Pricing for Amazon ads in North America vs Europe
Budget Amazon ads per marketplace, not per continent. North America is one problem, Europe is at least four in four languages, so pay for localization first.
Joel Turcotte Gaucher
Working with Agencies
Pay per performance Amazon PPC management
Pay per performance PPC mostly pays on ROAS, which branded bidding inflates. Define performance as profit after ad spend, set the baseline, and cap the payout.
Joel Turcotte Gaucher
Working with Agencies
KPIs to track for an Amazon agency engagement
Track five KPIs, conversion rate, ACoS or TACOS, organic rank on money keywords, return rate, and contribution margin per unit. Review weekly in writing.
Joel Turcotte Gaucher
Working with Agencies
KPI-based contracts for Amazon account management
Tie a KPI contract to contribution profit, organic rank on named keywords, and channel activation. Cap it at five, each with a source, window, and owner.
Joel Turcotte Gaucher
Working with Agencies
Is Amazon brand management worth it for small brands
Brand management pays off when it can move more profit than it costs. At $800 a month for one product, it must find $800 in extra monthly profit to break even.
Joel Turcotte Gaucher
Working with Agencies
How to structure bonuses for Amazon ad performance
Pay an ad bonus as a fixed share of incremental profit above a baseline, measured over a quarter, capped in dollars, and only while the account stays healthy.
Joel Turcotte Gaucher
Working with Agencies
How to negotiate Amazon brand management contracts
Negotiate five terms in order, notice period, account ownership, scope, supplier relationships, then price. Price comes last because the rest decide its worth.
