ASK OUR EXPERTS: WHAT MAKES AN EXCEPTIONAL AMAZON AGENCY PARTNER?
Brands seeking guidance as they navigate the labyrinth of the Amazon marketplace must choose the right ecommerce marketing agency to make a meaningful impact. Finding an agency that truly aligns with a brand’s unique goals, market conditions, and internal capabilities can be challenging. However, an interview with Amit Dodeja, Chief of Marketing at Spreetail and Buy Box Experts, offers valuable insight into the most critical considerations.
Here, we explore his perspectives on how brands should define their campaign’s incrementally, evaluate an agency’s collaborative approach, and recognize the kinds of innovations that indicate an agency is consistently thinking ahead to ensure their partner's success.
Incrementality isn’t a binary outcome—it’s a spectrum of impact. The real question for brands is not if a campaign works, but how much more it moves the needle, given their size, goals, and prior marketing investments.
Strategic advertising is about asking the right question in the moment: What will best help us reach and serve potential customers right now? For some brands, it’s about fueling branded search through a stronger awareness strategy. For others, especially larger brands, the challenge may be avoiding cannibalization between paid media and organic performance.
Incrementality isn’t one-size-fits-all. Every brand must define what incrementality means for their business context—based on size, maturity, and funnel investment—and measure success through that lens. That’s why having trusted internal ecommerce experts or the right external partners is critical. They can help diagnose whether success is truly incremental, or just a reflection of overall market momentum.
Small brands are forced to create some of the most innovative ideas to optimize their resources because there is no other option. This kind of resilience and initiative is something that brands, and agencies, of any size can learn from.
"Thinking like a small brand" can really mean focusing on what you have to make the most customized impact on your client's overall market share, and then developing sustainable solutions beyond that to achieve long-term growth. Small companies support their customers by truly understanding the client's mission and taking a hands-on approach to problems that a larger scope might miss.
They broaden their reach by viewing problems in small batches, expanding that perfected formula to support unique priorities, and emphasizing quality over quantity in the strength of their people. They utilize emerging technology to fill in gaps, leave room for experimentation, stay flexible with their strategies, and genuinely care for the clients who trust them with their business. Honestly, that’s how every ecommerce service partner should work—it goes back to the fundamentals of great customer service.
Effective collaboration between AI and human experts begins with a clear understanding of their distinct strengths. AI accelerates execution, but it’s human teams who bring the creative and analytical depth required to turn that speed into strategic impact.
The real advantage comes when those teams use data not just to optimize, but to guide brand-consistent, audience-relevant strategies that drive meaningful growth. It’s not simply about working faster—it’s about making smarter, more resonant decisions that reflect both market dynamics and brand identity.
While AI tools contribute to operational efficiency, they lack the contextual understanding and strategic foresight that experienced experts provide. That’s where agencies like BBE come in—as partners who don’t just implement solutions, but actively shape them. Their role is to advocate for the brand, interpret complexity, and deliver insights AI alone can’t replicate.
AI capabilities are changing the way marketers unlock new levels of creativity. As these technologies continue to evolve, teams have to master an understanding of where they add value and where human input is still needed. This is how teams continue to innovate.
Outside of content and creative, tools like voice commerce (V-Commerce), live streams, mobile commerce, and artificial/virtual reality aren’t just trends – they’re a must-know corner of the retail marketing world. They offer powerful ways to enrich the buying journey and meet consumers where they are. Paired with predictive analytics to refine and forecast audience behavior, these innovations enable brands to deliver seamless and personalized omni-channel experiences. When this technology works together, it adds dimension in ways that more simplistic strategies can’t.
If you really want to differentiate your brand, you need to embrace the collaboration between AI and the customer experience.
Staying competitive on Amazon requires more than a surface-level understanding of the platform—it demands a team built with depth, specialization, and a strong sense of ownership across every core function. At BBE, we structure our teams to reflect that need, ensuring that each role—from creative to operations—contributes not just skills, but strategic leadership.
Creative professionals must operate as brand artisans—shaping perception with intention and craftsmanship. Data analysts need to go beyond reporting, applying emerging technologies to translate insights into actions that drive performance. Researchers play a key role in identifying untapped opportunities, constantly testing to uncover what data alone may not yet reveal. Strategists bring structure by mapping campaigns to long-term goals, while operations experts ensure that complex execution stays aligned, even as plans evolve in real-time.
When these disciplines work together—creative, analytical, strategic, and operational—they form a team capable of navigating Amazon’s complexity while embracing innovation. It’s not just about adopting AI and new tools, but about pairing them with a team that has the skills to utilize them in ways that are both purposeful and measurable.