Amazon account management for brands new to Amazon
We set up, list, advertise and run Amazon accounts for consumer brands that have decided to sell there and have a team, just not one built for Amazon. You keep the account, the customer data and the margin. We act as the general managers of the channel and get paid on what it sells.
Who this is for
Brands that make a good product and sell it well through traditional retail, wholesale or their own site, and now need Amazon to work as a real channel. Some have never listed. Some listed years ago, handed it to a distributor or an agency, and have no idea what is actually happening in the account. Either way, you want one accountable person who knows the platform, reports in plain English and has skin in the game.
We run accounts on Amazon.com and Amazon.ca for furniture, lighting, plumbing, kitchen, pet, food, supplement and DIY brands. Vendor Central, Seller Central and the hybrid in between.
A good fit if
- You sell well through retail or wholesale and need Amazon to work as a real channel
- You have never listed, or a distributor or agency runs the account and nobody can tell you what is happening in it
- You want one accountable person with skin in the game, not an agency handoff
- Amazon.com and Amazon.ca, Vendor Central or Seller Central
What we do
Six pieces of work, run as one system. Listings, pricing, reviews and advertising only work when they are managed together.
Account setup and brand protection
Seller or Vendor account setup, Brand Registry, tax and compliance, FBA or FBM configuration and the unglamorous work of getting a stalled verification case through Amazon support. If unauthorized sellers are already on your listings, we deal with them.
Listings that convert
SEO researched titles, bullets and backend keywords built from real search data, A+ content, brand story and a brand store. For a large catalogue we build the listing process once and run it across hundreds of SKUs, then audit it quarterly so gaps do not creep back.
Review velocity
On Amazon, reviews are credibility and credibility is rank. For a new listing we enroll Vine and run a compliant early-review program before we spend a dollar on advertising. Ads on a listing with no reviews is money set on fire.
Advertising
Sponsored Products, Sponsored Brands and Sponsored Display built and managed to a target advertising cost of sale, with weekly bid and search term reviews. DSP once the account has earned it. Off-Amazon traffic through the Brand Referral Bonus when it lowers your cost per acquisition.
Pricing, promotions and profitability
A net-sale model for every SKU: retail price less referral commission, advertising, fulfillment and logistics. That model sets the price floor, the promotion calendar and the decision on whether an item belongs on Amazon at all. We watch price parity across your channels so Amazon does not start a war with your retailers.
Fulfillment strategy
FBA, FBM, a 3PL or a mix. We cost each route for your products, because a heavy or oversized item can lose money on FBA that it makes on merchant fulfillment, and the right answer changes as volume grows.
How we work
One point of contact who is fully accountable and is the person doing the work. Weekly reporting against KPIs we agree at the start. A standing touchpoint with your team so decisions get made while they still matter.
We are not an ad agency and we are not arm’s length advisory. We sit inside your business and run the channel.
What you see every week
- Sales and net margin
- Advertising cost of sale
- Buy box share
- Review count and rating
- Inventory health and days of cover
- What we changed and why
How we charge
A monthly minimum fee against a commission on net sales, whichever is greater. Net sales means after Amazon’s fees, so we only earn more when you keep more. Longer agreements carry lower monthly minimums. Vine fees and ad spend are billed at cost. If we did an assessment for you first, a portion of that project fee is generally credited toward the monthly minimums.
Monthly minimum plus commission
Paid on net sales after Amazon's fees, whichever is greater.
Costs at cost
Vine fees and advertising spend are billed through with no markup.
Longer term, lower minimum
Longer agreements carry lower monthly minimums.
Assessment credited
A portion of a prior consulting fee generally offsets the monthly minimums.
Results
growth every year we have managed the Amazon account of a DIY brand that needed to grow beyond its traditional retailers
items listed with full content for a plumbing manufacturer testing the US market, with a pilot that is exceeding the KPIs it was given
margin improvement and a 130% three-year growth opportunity found for a CPG brand that had handed Amazon to a distributor
The people running these accounts spent their careers at Colgate, Clorox, MARS, Ferrero and PwC Strategy& before Looking Glass Group.
Frequently asked questions
How long before an Amazon launch produces sales?
Listings can be live in a week or two if the account and Brand Registry are clean. Real momentum, meaning enough reviews and rank to advertise profitably, usually takes the first 90 days. We plan the launch around that, with credibility first and scale second.
Should we be on Vendor Central or Seller Central?
It depends on your margin structure and how much control you want over price. Vendor Central shares promotional cost with Amazon but hands over pricing. Seller Central keeps control and often nets more at full price but costs more during promotions. We model both per SKU and often recommend a phased test with a handful of items before moving anything.
Who actually runs our account day to day?
The same person who scoped the engagement. No handoff to a junior team. You will know their name and their cell number.
Do you handle Amazon Canada as well as the US?
Yes. Cross-border listing, pricing and inventory are part of most of our engagements, including the details that catch people out, like separate pricing rules per country and ingredient restrictions.
What happens to our other retailers when we go on Amazon?
We model channel conflict and price parity before launch and set an IMAP policy your sales team can defend. In our experience a well run brand presence on Amazon protects your retailers from the unauthorized sellers who are already there.
Can we start with just advertising or just listings?
Sometimes, and we will tell you if that is the right call. Most brands new to Amazon get more from the full channel management because listings, pricing, reviews and ads only work as a system.
Start with the sample report
See how we assess an Amazon channel before we run one. Our ecommerce advisory sample report walks through a real, anonymized assessment.