Run 90 days on one or two products with success and kill criteria written before day one. Judge diagnosis at week two, speed at week six, numbers at day 90.
Joel Turcotte Gaucher
Working with Agencies
How to structure bonuses tied to Amazon revenue
Never bonus on revenue, since your ad budget can buy it. Tie the bonus to contribution margin after ad spend or to cost of customer acquisition at held volume.
Joel Turcotte Gaucher
Working with Agencies
How to spot shady Amazon audit offers
A real audit names one number specific to your account and something to kill. Generic findings, urgency, and credential requests mark a sales deck.
Joel Turcotte Gaucher
Working with Agencies
How to migrate campaigns between Amazon agencies
Campaigns stay in your account, so nothing migrates. Export structure, bid logic, negatives, and search term history before notice, then freeze two weeks.
Joel Turcotte Gaucher
Working with Agencies
How to handle Brand Registry and catalog during switch
Confirm you are the registered brand owner, swap the agency user role, export the catalog, and freeze edits for two weeks. Nothing in Registry should transfer.
Joel Turcotte Gaucher
Working with Agencies
How to evaluate Amazon PPC agencies
Score five things, ACoS targets by stage, cost of customer acquisition over ACoS, conversion diagnosis, accounts per specialist, and written commitments.
Joel Turcotte Gaucher
Working with Agencies
How to choose an Amazon FBA marketing partner
Ask which of the 5 traffic channels they run, how many brands each manager carries, their ACoS target by stage, and what would make them tell you to stop.
Joel Turcotte Gaucher
Working with Agencies
How to avoid lock-in with Amazon agencies
Lock-in is structural, not contractual. Own the Seller Central account, grant revocable permissions, and keep campaigns and creative source files in reach.
Joel Turcotte Gaucher
Working with Agencies
How to avoid Amazon suspension when starting out
Register in your own entity with matching documents, never share logins, keep one account per person, and watch order defect and late shipment rates weekly.
Joel Turcotte Gaucher
Working with Agencies
How to audit current Amazon agency performance
Pull four numbers yourself, cost of customer acquisition trend, organic share, conversion rate, and return rate, then read three monthly plans side by side.
