Top 8 Questions to Ask When Selecting a B2B Amazon Consultant
- daniel64901
- May 21
- 4 min read
For B2B firms, selling on Amazon can feel like entering uncharted territory. It’s a unique channel, but one that also has an impact on other channels, particularly traditional B2B sales channels. While the platform offers immense opportunities, determining the best strategy for execution requires knowledge, skill, and experience.
One of the biggest decisions companies face when deciding to test out Amazon is whether to build an internal team or seek external expertise. While hiring internally may seem like a logical step, it’s a risky decision that comes with significant costs, a lengthy ramp-up period, and a high potential for mistakes for those who are new to the platform.
That’s why many businesses turn to outside consulting firms that specialize in Amazon strategy, allowing them to accelerate growth and avoid the more common pitfalls.
However, not all Amazon agencies are created equal. Just as there are with other types of consultants, Amazon specialists have their own areas of knowledge and expertise. It's important to ask the right questions of any Amazon consultant you may be considering hiring to ensure they are a good fit for your business.
Based on our many years of experience working with B2B firms, here are the top eight questions you should ask when evaluating a B2B Amazon consultant.
#1: What is your firm’s focus area?
There are firms out there who specialize in working with small businesses, large businesses, and everything in between. Some consultants have more experience working with B2C than B2B firms, and vice versa. Some work mainly in specific business sectors, while others might be generalists. Some agencies are accustomed to working with large, global companies while others focus on smaller businesses.
For B2B firms, finding a partner with deep industry expertise matters. B2B companies often produce products with complex sales cycles, often with questions about application, compatibility, and other industry-related needs. An Amazon consultant who understands these complexities and has experience working in your industry will be able to provide far better—and more specific—guidance for how best to sell your products on Amazon.
It's also important to find an agency that is accustomed to working with companies of your size. For example, large multinational firms may have many business units, creating complexities aligning with your Amazon strategy. Your agency needs to assist you in navigating these situations.
#2: How do you help your clients manage channel conflict?
Our 2025 B2B Amazon Industry Pulse report revealed that channel conflict is the top concern among B2B firms when selling on Amazon. Knowing how to handle and mitigate channel conflict is an essential part of successfully operating a B2B Amazon presence. Understanding how your agency can help you is critical to success, including removing unwanted resellers, price management control, and communicating your Amazon strategy to legacy channel partners.
#3: How do you manage your accounts?
It’s safe to say that no one wants their multi-million dollar business to be managed by a junior employee only a year or two out of college. As such, it’s a good idea to ask any prospective consultants how they internally manage their client accounts, how their teams are organized, and how many accounts they manage at any given time. It’s essential that your consultant offers high-level oversight to ensure that the strategy fits your business and that the execution is carried out effectively.
#4: Do you need a strategic partner?
Ok, this is a question you really want to ask yourself about your own business. Do you want a consultant who’s an order-taker, simply carrying out what you want them to, or do you need a firm with real strategic know-how? If it’s the former, a tactically-oriented agency that focuses only on tasks (e.g. creating content for product listings) will likely suffice, as you probably already have a strategy in place. In our experience, though, most B2B firms don’t have a solid strategy when it comes to Amazon and a partner that can deliver a robust strategic approach is necessary.
#5: Tell me about a client who didn’t work out? What were the circumstances and how did you handle the situation?
Oftentimes, when pitching new clients, agencies will show off their successes. But you can learn as much about an agency from its failures as you can from its wins.
As in any kind of business relationship, sometimes things don't work out and it’s important to understand why. A company that is truly going to be a good strategic fit is going to be transparent about their failures. What’s important is how they addressed them.
#6: Does the agency have a long-term point of view?
Some agencies focus on short-term gains, but they really should be focused on your business’ long-term growth and profitability. To get an understanding of this, it’s a good idea to ask them how long clients typically stay with the agency. Are they comfortable letting clients “graduate” and take operations in-house after a certain amount of time? What happens when you get to the end of the contract? Are they solely focused on renewing and keeping your business at the expense of your long-term success?
#7: Does the agency think about Amazon in terms of ROI for your business?
Any good Amazon consultant should be focused on the ROI you get from employing them. Luckily, measuring ROI on Amazon is fairly straightforward. There are inputs and outputs, set costs for various services and selling models, and a clear P&L that should be seen separately from the rest of your business. An agency should be able to demonstrate what the impact of their work will be on both top and bottom line revenues, and should be able to estimate what your ROI will be. If they can’t be specific, they’re likely not a good fit.
#8: What portion of the consultant’s business is driven by referral?
The best compliment a business can give an Amazon consultant is referring them to other companies. And it’s pretty simple: Agencies that do great work get referred more frequently. Even Amazon will sometimes refer clients to an agency (at least, we get informal referrals from them; we can’t really speak to how they treat other agencies). If your prospective partner receives a lot of referrals, it’s a safe bet that they will perform well for your business.
Are you looking for a top B2B Amazon consultant? If so, Enceiba might be the firm for you. Schedule a call with one of our specialists to discuss your business and how Amazon can help you grow.
