Advertising
Amazon PPC agency UK: how to assess fees, scope and accountability
The questions to ask before choosing an Amazon PPC agency, including budget ownership, margin guardrails, reporting and test cadence.
The short version: protect buyability, stock and contribution first; make each material action measurable; and keep the commercial decision connected to the evidence.
A bid change is not a growth strategy
PPC management should start with the commercial role of each campaign. Branded defence, generic discovery, competitor research and launch support have different tolerances for cost and different evidence of success.
Ask for the hypothesis behind a budget change and the metric that should move. If the answer is only that a campaign needs more spend, the account is missing a decision rule.
What the fee should include
A credible scope covers search-term review, negative-keyword control, bid and budget decisions, campaign structure, listing readiness, contribution context and written commentary. It should also say what is not included, such as ad spend, creative production or catalogue work.
Reporting should connect advertising to total sales, organic movement and contribution. A low ACoS is not automatically good if it comes from branded demand, suppresses discovery or leaves the account dependent on paid traffic.
Protect the relationship with guardrails
Agree the maximum allowable advertising cost by ASIN or product role, the conditions for pausing spend and the approval required for a material change. Keep the rule visible in the weekly report rather than buried in a spreadsheet.
The best PPC relationship creates a record of learning. You should be able to see which query was harvested, what was tested, when it will be read and whether the result earned a larger share of the budget.