Whoever owns rank owns promotions, since a discount is a rank lever with a margin cost. Give it to someone with pricing authority, never a virtual assistant.
Joel Turcotte Gaucher
Working with Agencies
Which agency handles Amazon storefront design
Any firm with an in-house studio and Brand Registry can build a store. Diagnose first, because a storefront fixes a destination problem, not a conversion one.
Joel Turcotte Gaucher
Working with Agencies
When to hire an Amazon freelancer vs plug in a tool
Hire a freelancer for judgment work that changes weekly, plug in a tool for rule work that repeats daily. If you cannot write the rule down, no tool runs it.
Joel Turcotte Gaucher
Working with Agencies
When to hire an Amazon agency
Hire on a named constraint, not revenue. Four gates, a validated product, $1,000 a month in ad spend, two hours a month of your time, and a stated problem.
Joel Turcotte Gaucher
Working with Agencies
What to use for full-funnel Amazon growth on a fixed retainer
A fixed retainer fits full-funnel growth because the fee never moves with ad spend. Expect a flat tier by product count, $800 to $2,400 here, plus your media.
Joel Turcotte Gaucher
Working with Agencies
What to use for Amazon PPC: agency or internal team
Go internal once ad spend justifies a specialist plus someone to check their work. Below that an agency buys more expertise per dollar. Set one ACoS per stage.
Joel Turcotte Gaucher
Working with Agencies
What to use for Amazon catalog cleanup
Use a flat file export as source of truth, a spreadsheet to find errors, and a person to decide each value. Write the rule set first and fix by revenue impact.
Joel Turcotte Gaucher
Working with Agencies
What do I need to run Amazon ads in house
Four things. A named owner with protected hours, about $1,000 a month in spend, an auditable report rhythm, and written stop rules. The person beats the tools.
Joel Turcotte Gaucher
Working with Agencies
Tools to measure Amazon agency contribution margin
Contribution margin per unit is a spreadsheet before it is a tool. Pull price, fees, landed cost, returns, and ad spend yourself, then hold your agency to it.
Joel Turcotte Gaucher
Working with Agencies
Shortlist agencies for Amazon launch with 3-month payback goal
The payback goal is the filter. Ask for a launch ACoS and a maturity ACoS, test 200 units at $5,000 to $10,000 first, and score nine questions pass or fail.
