Navigating Amazon's vast ecosystem is no easy task. For B2B companies, managing an Amazon program’s day-to-day operations and keeping pace with the frequent updates and new programs can be a significant challenge. Amazon Business, for example, is constantly rolling out new features designed specifically to help B2B firms improve their sales on the platform. Miss these opportunities and your Amazon presence could stagnate in both the short and long term.
Without an expert by your side, one who stays on top of changes and new programs, managing an Amazon program can feel overwhelming. Or worse: Mismanagement can lead to loss in profitability, time, and other resources. That’s why many B2B firms often turn to external B2B Amazon consultants who can help them minimize risks, sidestep costly errors, and fully capitalize on new opportunities. An Amazon expert can enhance performance on the Amazon platform faster and more effectively than building an internal team from scratch.
That said, there are plenty of agencies out there who want your business, but can’t necessarily deliver a successful Amazon program. Choosing the right consultant can be a complex decision. How should B2B companies sift through the plethora of options to find the ideal partner? What crucial questions should they ask to ensure a productive collaboration?
In our experience, there are five traits that a high-quality B2B Amazon consultant will have that competitors won’t. Let’s take a closer look at what you should be looking for when hiring an Amazon agency. (Spoiler alert: Yes, we are being a bit self-serving; Enceiba has all five of these traits.)
Business Stability
When selecting a B2B Amazon consultant, the stability of their business is essential. Look for a well-established firm with more than five years in business. Ask if they have full-time employees, indicating a commitment to internal expertise and repeatable service delivery models, versus firms that are heavily reliant on independent contractors and outsourcing to deliver services. An agency with internal experts will likely deliver more consistent results.
Additionally, are they geographically close to you (same time zone, or at least the same country)? You might find communication difficult with a firm that’s located halfway around the world.
Perhaps most importantly: How consistent is their leadership and management team? Are they led by experienced founders/managers or by people with significantly less experience in the industry? A business with a higher level of leadership turnover is likely not stable and could be difficult to work with.
Relevant Focus Areas
When choosing a B2B Amazon consultant, it’s best if the firm has expertise relevant to your specific industry and business model. The dynamics of operating an Amazon program can significantly differ based on whether you're a small business or a large enterprise and on product category. The type of business also matters; for instance, manufacturers and distributors face unique challenges on the platform, and a consultant with a deep understanding of these nuances can provide tailored strategies that address your specific needs.
For example, Enceiba’s focus on B2B industries such as plumbing, electrical products, MRO, safety equipment, HVAC, medical products, building products, automotive, and industrial products means that we are well-versed in the complexities of these sectors, understanding their specific needs. This specialized knowledge allows us to deliver superior service by helping clients effectively navigate channel conflicts and other industry-specific issues. We can leverage our expertise to help clients optimize their Amazon performance, offering a more seamless and successful experience than, say, an agency with a B2C focus.
Deep Expertise and Relationships
One of the most valuable things a B2B Amazon consultant brings to the table is their expertise. It is therefore essential to assess their depth of knowledge and engagement with the platform. Start by examining their thought leadership portfolio: Do they publish whitepapers, articles, and case studies showcasing their experiences and successes?
Don’t be afraid to ask probing questions about their understanding of Amazon's B2B features and their approach to the platform. Do they handle every aspect of your program, including advertising, content, strategy, operations, and more? Or do they only provide one aspect? The agency should be able to provide tangible evidence of their expertise. Request to see examples of reports and dashboards, along with specific strategies they've implemented and real client examples of success. Ask about challenges the agency has experienced in working with clients and how these situations were handled. This evidence will help ensure that the agency is not just talking the talk but also delivering real, measurable results.
Additionally, it’s important to know if the agency maintains direct relationships with Amazon itself. A consultant actively collaborating with Amazon on behalf of their clients will have the most up-to-date insights and strategies, as well as access to beta programs and other opportunities that could be beneficial to your business.
Measurable Results
Speaking of results: If you want an agency that can deliver, they need to be able to prove it! Not only that, but they should be able to share specific examples that are similar to your own situation. Do they have case studies that demonstrate that they’ve successfully taken over or launched a B2B Amazon program? Do their examples line up with your own business’s situation? For example, Enceiba has helped countless firms transition from Vendor Central (1P) to Seller Central (3P)—and we have the case studies to highlight what we’re capable of doing.
Be sure to speak both to their references but also to peers and colleagues in your industry. See what kind of reputation a firm has. Not only should their supplied references provide glowing reviews, but they should have a good reputation even among companies that haven’t worked with them directly.
Agency Culture Fit
Perhaps most importantly is whether a B2B Amazon agency is a good cultural fit for your business. Are they strategic thinkers who view your company holistically, considering implications that Amazon has for your overall go-to-market approach, or do they solely focus on growing your Amazon presence at any cost?
A high-quality consultant will understand the big picture and how Amazon fits into your business, rather than myopically trying to force you into shifting your entire business to fit Amazon. Additionally, the consultant should treat you like a collaborative partner, addressing issues promptly and transparently.
Lastly, it’s a good idea to try to understand situations in which previous clients did not renew their contracts with the agency. Often, clients might "graduate" and bring their Amazon operations in-house; they might change their strategy or undergo acquisition, which are all reasonable scenarios leading to a separation. A consultant's ability to provide clear insights and solutions during such transitions can be a strong indicator of their commitment and adaptability, as well as the agency’s professionalism and the level of service provided.
If you’re looking for a top B2B Amazon consultant, Enceiba is the partner for you. We’ve helped numerous industry-leading B2B manufacturers and distributors launch and grow their Amazon presence, all while mitigating channel conflict. Contact us to discuss your business challenges and how we can help you make the most of your Amazon opportunity.