How Do I Find a Good Amazon Partner? 10 Questions to Ask Before You Sign
A good Amazon partner can say clearly how they make money, who owns your account and brand, who controls the price, who pays for ads, what they will do in the first 90 days, and how you can leave. Ask the 10 questions below before you sign. If the answers are vague, or the partner promises results with no plan, treat that as a warning.
The 10 questions
1. How do you make money?
Why ask: The way a partner gets paid shapes what they do. A flat fee, a share of sales, and buying your stock all create different goals.
Good answer: A clear price in writing, with an example. Warning: “We will work it out later.”
2. Who owns the Amazon account, the listings, and Brand Registry?
Why ask: You should always own your brand rights.
Good answer: “You own your brand and Brand Registry. We work with your permission.” Warning: The partner wants to be the Brand Registry owner.
3. Who controls the price?
Why ask: Price cuts can damage your brand and your other sales channels.
Good answer: A written minimum price you both agree on. Warning: “We decide the price.” with no limit.
4. Who pays for the ads, and how much do I see?
Why ask: Ad cost can eat your profit if no one watches it.
Good answer: A clear ad budget and a report you can read. Warning: Reports that are hard to understand.
5. What will you do in the first 90 days?
Why ask: A plan shows they have done this before.
Good answer: Specific tasks, such as listing review, image plan, keyword plan, and ad start. Warning: “We will optimize everything.”
6. How will we measure success?
Why ask: You need numbers you both agree on.
Good answer: Sales, traffic, conversion, rankings, and stock levels, reported monthly. Warning: Only “impressions” or “clicks.”
7. Can I see a sample report?
Why ask: A report shows how clear and honest they are.
Good answer: A real example with the names of other clients removed. Warning: They refuse to show anything.
8. Who else do you work with in my category?
Why ask: A partner who also sells a direct competitor may not give you their best effort.
Good answer: An honest answer and a plan for conflicts. Warning: They avoid the question.
9. Can I talk to a brand you work with?
Why ask: A real client tells you what a sales call never will.
Good answer: They offer one or two contacts. Warning: Only quotes on their website.
10. What happens if we stop working together?
Why ask: You should be able to leave without losing your brand or your pages.
Good answer: A clear end date or notice period, a plan for leftover stock, and you keep your listings and Brand Registry. Warning: Long lock-in with fees to leave.
Red flags
- They promise a sales number or a ranking.
- They say they can get reviews fast. Never pay for reviews.
- They ask for your Seller Central password. A good partner uses a user role that you control.
- They push you to sign today.
- They cannot explain their fees in simple words.
- They never ask about your margins, stock, or brand rules.
Score your answers
Give each question 1 point if the answer is clear and fair. 8 to 10 points is a strong partner. 5 to 7 means ask more questions. Below 5, keep looking.
Not sure which model fits you? Read our comparison of selling yourself, using an agency, or using a reseller.
FAQ
How do I find a good Amazon agency or partner?
Ask how they make money, who owns your brand and account, who controls price, what they will do in the first 90 days, and how you can leave. Ask for a sample report and a client you can talk to.
What are red flags when hiring an Amazon agency?
Promised sales numbers, fast reviews, a request for your Seller Central password, pressure to sign fast, and fees they cannot explain in simple words.
Should an agency own my Amazon Brand Registry?
No. You should own your brand and Brand Registry. The partner should work with your permission.
Should I share my Seller Central login?
No. Give a partner their own user with limited roles that you can remove at any time.
How long should an Amazon contract be?
There is no one answer. Look for a clear notice period and exit plan, and avoid long lock-ins with high fees to leave.
