How To Start An Amazon Agency?

Here’s Your Seasoned Guidance From Steven Pope


Find a mentor who has been where you want to go. Learn from their mistakes and successes. It will save you years of time and heartache.

Mark Cuban

Do you want to know how to start an Amazon Agency based in tried and tested strategies? Then here make sure you read this article until the final dot. 

Below are some expert insights on starting an Amazon agency that Steven Pope has shared based on his personal experience in building the now well-known My Agency Guy.

0:00 – Introduction to running an Amazon agency.

0:27 – Belief in opportunities in the Amazon space.

1:03 – Mention of “The $100 Million Dollar Lead” book.

1:34 – Intent to offer learning and assistance to agencies.

1:57 – Speaker’s journey in building My Amazon Guy.

2:35 – Challenges in the Amazon ecosystem.

3:29 – Nature of service-based Amazon agencies.

4:04 – Importance of departments like HR and operations.

4:40 – Introduction of “My Agency Guy” program.

5:18 – Mention of program options and encouragement to explore.


Start An Amazon Agency: Offer Free Service To Get First Clients

To get your first 3-4 customers you need to do it just for free. SBegin by approaching friends and expressing, “Hey, I'm starting an agency. I'd like to give you three months of free work. Here's what I'm good at.”

Steven Pope
  1. Creating an Initial Presence:
  • Strategy: Offer free services to establish an initial presence in the market.
  • Implementation: Provide limited-time free consultations or basic audits to showcase your expertise.
  1. Building Trust and Credibility:
  • Strategy: Use free services to build trust and credibility with potential clients.
  • Implementation: Offer free educational content, webinars, or workshops related to Amazon selling, demonstrating your knowledge and commitment.
  1. Showcasing Expertise:
  • Strategy: Position your agency as an industry expert by offering valuable insights.
  • Implementation: Share free guides, case studies, or whitepapers that highlight your understanding of Amazon’s intricacies.
  1. Generating Testimonials and Referrals:
  • Strategy: Leverage free services to generate positive testimonials and referrals.
  • Implementation: Encourage clients who benefited from your free services to share their experiences, creating social proof for your agency.
  1. Attracting Early Adopters:
  • Strategy: Target early adopters by offering free trial services.
  • Implementation: Provide a limited-time trial period for your agency’s services, allowing clients to experience your value proposition before committing.
  1. Showcasing Value Proposition:
  • Strategy: Clearly communicate the value your agency brings to clients.
  • Implementation: Offer a free initial analysis of a potential client’s Amazon presence, emphasizing the improvements and benefits they could gain by choosing your agency.
  1. Capturing Attention on Social Media:
  • Strategy: Leverage social media to attract potential clients through free offerings.
  • Implementation: Share valuable tips, insights, and snippets of your expertise on platforms like LinkedIn or Twitter to engage with your target audience.
  1. Networking and Collaborations:
  • Strategy: Use free services as a means of networking and collaboration.
  • Implementation: Offer free workshops or seminars in collaboration with industry events, fostering connections with potential clients and partners.
  1. Learning and Improvement Opportunities:
  • Strategy: Use free services as a learning experience for your agency.
  • Implementation: Collect feedback from clients who avail of your free services to identify areas of improvement and enhance your overall offering.
  1. Building a Pipeline for Upselling:
  • Strategy: Use free services to create a pipeline for upselling premium services.
  • Implementation: Offer a complimentary initial service and demonstrate the additional value clients could unlock by upgrading to your paid services.

Remember, free services are a stepping stone, not a destination. Use them strategically to build trust, demonstrate value, and ultimately land those coveted first clients.

My Amazon Guy’s Tips for Freebie Success:

  1. Target your niche: Offer free services relevant to your specific expertise and ideal client profile.
  2. Set clear boundaries: Define the scope, duration, and limitations of your free offerings.
  3. Deliver value, not discounts: Focus on showcasing your skills and providing insights, not just free work.
  4. Track and measure: Analyze results to refine your free offers and convert clients to paying customers.
  5. Don’t go too free: Balance the freeness with paid options to incentivize upgrades.

Check out these videos showing the free ASIN review services that My Amazon Guy offers to potential clients.

Start An Amazon Agency: Partner With A Multi-Client Manufacturer To Get Leads

Collaborating with a manufacturer that serves a diverse clientele can significantly boost lead generation for an Amazonagency. This collaboration not only provides a competitive pricing advantage but also leverage automation to enhance the overall service quality for your clients.

This insight was based on the question of one of the participants of Grow an Agency AMA Live with Steven Pope aired on Jan 9, 2024.

  1. Harnessing a Vast Client Network:
  • Scenario: Imagine you collaborate with a manufacturer handling around 500 clients, each actively engaged in the Amazon marketplace.
  • Opportunity: With a vast network, you have a unique opportunity to tap into this client base for potential lead generation.
  1. Understanding Client Dynamics:
  • Insight: Amazon sellers often face challenges, such as account issues, fluctuating sales, or unforeseen disruptions.
  • Leverage: Your partner manufacturer can recommend the services your agency is offering to help its clientele of Amazon sellers facing various Seller Central issues.
  1. Capitalizing on Existing Relationships:
  • Strategy: Utilize your existing manufacturer-client relationships to foster connections with Amazon agencies.
  • Approach: If an Amazon seller initially hired you for a listing issue, you can strategically ask about their needs and aspirations and propose a plan for growth on the platform.
  1. Reciprocal Referral System:
  • Principle: Implement the law of reciprocity to your advantage.
  • Tactic: The manufacturer can refer clients to the Amazon agency and vice versa, which helps both parties grow their client list.
  1. Scaling Lead Generation Efforts:
  • Expansion: As the collaboration gains momentum, consider scaling efforts to connect with more manufacturers serving Amazon brand owners and sellers.
  • Continuous Improvement: Regularly assess and refine your approach based on feedback and results.
  1. Industry Standard Referral Credits:
  • Norm: Offering 10% referral credits is an industry standard and ensures a fair incentive for successful introductions.
  • Mutual Benefit: This practice encourages a continuous flow of referrals and fosters a mutually beneficial relationship between manufacturers and agencies.

By strategically implementing these collaborative efforts, your Amazon agency can not only expand its client base but also contribute to the growth of the Amazon selling community as a whole. 

Watch this video clip for Steven’s exact explanation:

Start An Amazon Agency: Use One Email To Manage Numerous Amazon Seller Central Accounts

As an Amazon agency acquires a growing number of clients, the challenge of efficiently managing multiple clients becomes apparent. In addressing this issue, Steven reveals that My Amazon Guy employs a unique approach, utilizing a single email address to oversee as many as 100 Amazon Seller Central accounts.

While some may view this method with skepticism, Steven clarifies that it aligns with Seller Central’s policies. The key to compliance lies in adding this shared email address as a secondary user in the User Settings of each client’s Amazon account, rather than using it as the admin or primary user email. By adhering to this practice, it remains within the acceptable boundaries set by Seller Central and avoids any non-compliance concerns.

An important thing when implementing this method is efficiently setting up the OTP. With the help of OTP, an Amazon agency can help mitigate the risks from having multiple people having access to the client’s account.

Do you want to read an in-depth explanation about managing multiple Amazon accounts using one email? Check out our web page,  How To Have 100 Amazon Accounts On Same Email.

Watch these videos for more details on managing multiple Amazon accounts:

Start An Amazon Agency: Set Up A Website, Business Email

One of the things you need to do when starting an Amazon agency is is set up the domain, the website. And once you have that up, I would recommend setting up your email and G Suite. Switch the MX record of the domain and start using that domain for your email. That'll make you come across professional. That right there will allow you to increase your prices 25% out of the gate, just by having a domain.

Steven Pope

For any aspiring Amazon agency, establishing a professional presence is paramount. It’s the difference between being a fledgling startup and a trusted partner, and in this game, trust translates to higher client confidence and, ultimately, higher revenue. So, why is setting up a domain and business email such a crucial first step? Let’s break it down, My Amazon Guy style:

  1. Professionalism:

Imagine showing up to a client meeting with a Gmail address and a generic website URL. Not exactly confidence-inspiring, right? A custom domain and business email scream credibility, legitimacy, and stability. It shows you’re serious about the game, invested in your business, and dedicated to providing a professional service.

  1. Branding & Recognition:

Your domain and email address are the cornerstones of your brand identity. They’re the first things potential clients will see, and they’ll be imprinted on every interaction you have. A well-chosen domain name that reflects your agency’s values and expertise instantly sets you apart from the generic crowd. It’s the foundation for building brand recognition and establishing yourself as a leader in the Amazon agency space.

  1. Trust & Security:

Using a free email service like Gmail raises red flags for clients. It suggests a lack of professionalism and potentially security concerns. Business email solutions like G Suite offer enhanced security features, spam filters, and data backup, demonstrating your commitment to client data protection and building trust.

  1. Increased Revenue Potential:

As Steven Pope says, a professional domain and email can boost your prices by 25% right out of the gate. Why? Because clients are willing to pay more for a perceived level of expertise and professionalism. It signals that you’re a reliable partner, worth their investment, and capable of delivering exceptional results.

  1. Marketing & Control:

With your own domain and email, you control the narrative. You can build a professional website showcasing your services and expertise, set up email marketing campaigns to reach potential clients, and create a unified brand identity across all your online channels. This level of control is essential for building a successful agency.

One-page Website vs Multi-page Website

In the same live stream mentioned above, an additional inquiry from the audience revolved around the viability of initiating an online presence with a one-page website. The response highlighted the perspective that having something, even if it’s a concise one-page website, holds distinct advantages over having nothing at all. This viewpoint is grounded in the understanding that a minimal online presence can serve as a foundational step, providing several notable benefits:

Discoverable: Get on the map, even with minimal info.

Contactable: Easy reach out for curious clients.

Professional: Slick design, clear message, trust earned.

Branded: Name, logo, core offerings – say hello world!

Growth ready: Expand when you’re ready, add pages on later.

Cost-friendly: Budget-conscious start, resources for later.

Want to know the tools and resources needed to start an Amazon agency? Read our blog posts:

18 Tools To Start An Amazon Agency And Shape Your Success (1/2)

18 Tools To Start An Amazon Agency And Shape Your Success (2/2)

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Start An Amazon Agency - Learn how to take your Amazon agency from 0 to 20m by the pros
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Start An Amazon Agency: Use Free Resources Like Google Sheet When Starting Out

Leveraging free resources like Google Sheets can be highly beneficial for a starting Amazon agency, especially when managing client and prospect databases.

When Steven was asked about building a potential client database, he recommended using Google Sheet. Here’s how you can utilize Google Sheets effectively:

Client Database:

Create a Google Sheet tab dedicated to your current clients.

Include columns for essential information like client name, contact details, services provided, and key dates.

Update the sheet regularly to maintain accurate client records.

Use color-coding or filters to categorize clients based on their engagement level or specific services.

Prospect Database:

Develop a separate tab for prospects to distinguish them from existing clients.

Include columns for prospect names, company details, contact information, and any notes on potential services.

As you gather more prospects, continuously update the sheet to track your outreach efforts.

Data Validation and Integrity:

Implement data validation rules to ensure accuracy in entered information.

Regularly audit and clean the data to avoid redundancy and maintain the quality of your database.

Communication Tracking:

Use additional columns to track your communication history with both clients and prospects.

Note the date of your last interaction, any specific requirements they mentioned, or potential opportunities discussed.

Scaling with Growth:

Google Sheets provides scalability for a growing agency. You can continue using it until your prospect list expands significantly.

As you approach a larger volume, consider transitioning to a dedicated CRM system like HubSpot when the need arises.

Start An Amazon Agency: Effectively Onboard Clients

For a budding Amazon agency, effective client onboarding is the key to success. It’s more than a formality; it’s the foundation for trust, exceeding expectations, and turning clients into advocates. Here’s why:

  • First Impressions Count: Onboarding is your first date with clients, setting the tone for trust and confidence.
  • Setting Expectations: Clarify services, expectations, and communication channels to prevent misunderstandings.
  • Understanding Client Needs: Actively listen and tailor strategies during onboarding to show commitment to their unique needs.
  • Building Trust: Showcase professionalism and dedication, answering questions to build trust and confidence.
  • Positive Word-of-Mouth: A smooth onboarding experience turns into testimonials, referrals, and positive reviews.
  • Repeatable Process: Develop a refined onboarding process for consistent quality, reducing workload, and scaling efficiently.

Remember, onboarding is an investment propelling your agency forward, attracting ideal clients, and ensuring long-term success. Prioritize creating a flawless onboarding experience – it’s about launching clients and your agency on a journey of mutual success.

Relevant onboarding Q&As from the video above:

Q1: How do I begin onboarding my first client when starting my Amazon agency?

  • A: Start with a signed contract for services, triggering automated notifications to your CRM (e.g., HubSpot) via tools like Zapier.

Q2: What’s the first step after the contract is signed?

  • A: An automated email guides your client on sending necessary permissions to access their Amazon account. They initiate this by sending you an invite.

Q3: How do I handle permissions efficiently?

  • A: Use a systematic approach—include clear instructions, a screenshot guide, and a video tutorial in the automated email for clients to set up global and user permissions.

Q4: What’s included in the onboarding survey, and why is it crucial?

  • A: The survey covers main goals, budget details, creative elements, brand story, and even offers a link for clients to share their creative assets. Completing this is crucial for a personalized strategy.

Q5: How are clients assigned to teams, and what’s the next step after assignment?

  • A: Based on internal metrics, clients are assigned to brand management teams. The team’s director initiates a personal call, introduces themselves, and provides a link for onboarding.

Q6: What happens during the onboarding call, and how is the process continued?

  • A: The onboarding call, scheduled within 24-48 hours, covers the client’s objectives, addresses questions, and identifies the primary pain point. The brand management team proceeds to conduct initial audits.

Q7: How are audit tasks managed, and what issues are typically addressed during onboarding?

  • A: Initial audits cover account health, advertising effectiveness, catalog and listing issues. Client concerns, identified in the onboarding survey or raised by sales, are prioritized.

Q8: How can I efficiently handle permissions without mixing up accounts?

  • A: Establish a “drone account” for working on client accounts. Create a new Amazon account with a separate email and phone number, ensuring efficient agency-style management without mix-ups.

In summary, efficiently onboarding your first client involves a systematic approach, clear communication, and a personalized touch. From contract signing to audits and managing multiple accounts, this guide ensures a smooth start for your Amazon agency.

Bonus: Should You Start An Amazon Agency Following A Successful Amazon Selling Venture?

What I would recommend doing is picking One Direction and going all in on it so a lot of people try and go in multiple directions at the same time and that causes paralysis and less gets done.

Steven Pope

After being successful as a seller on Amazon, one might consider starting an agency. There are also other options like starting a YouTube channel, or introducing a new product line.

You need to be very careful in assessing which route to take after your success in the Amazon selling field. Here are some oif the things to consider:

  1. Starting an Amazon Agency:
  • Expert Advice: Steven advises against jumping into multiple ventures simultaneously. Instead, focus on a single direction to avoid paralysis.
  • Self-Assessment: Evaluate your skills and decide between being a generalist or a specialist within the agency space.
  • Practical Steps: If your expertise lies in listing creation and photography sourcing, consider building a specialized service. Start with a one-page showcase of your work, emphasizing a specific niche.
  1. Launching a New Product Line:
  • Previous Experience: Having previously engaged in private label sales, there’s an opportunity to reignite this venture.
  • Challenges Consideration: Concerns about increasing Amazon competitiveness and slim profit margins are legitimate. Prioritize thorough product research to make an informed decision.
  • Homework Assignment: Rule out the product business by conducting comprehensive research. Determine if your passion lies in creating and selling physical products.
  1. Content Creation – YouTube Channel:
  • Personal Reflection: If the product business isn’t appealing, exploring content creation might be the way forward.
  • Homework Assignment: Delve into content creation as an avenue to share your Amazon success story. Leverage your experience to provide valuable insights, tips, and lessons for aspiring sellers.

Decision-Making Strategies:

  • Specialization vs. Generalization: Choose whether to specialize in a specific service within the agency realm or opt for a more general approach.
  • Consider Your Comfort Zone: If uncertain about a reoccurring model, start with finite projects. This allows flexibility and the ability to gauge interest and comfort levels.
  • Risk Analysis: Assess the risks associated with each option, considering market trends, competition, and potential challenges.

  • Passion and Interest: Consider your passion and interest in each venture, as enthusiasm often contributes to success.

  • Resource Allocation: Evaluate how each option aligns with your available resources, including time, finances, and personnel.

  • Long-Term Vision: Align your decision with your long-term business vision and goals to ensure sustainability and growth.

The key is to pick a direction that aligns with your passion and skills. Whether it’s building an agency, launching a new product line, or sharing your expertise through content creation, a focused and strategic approach will set the foundation for your next successful venture.

If you are interested in starting an Amazon agency, here is a checklist you can use to determine if this is the right path for you:

  1. Your skills and passions:
  • Do you enjoy the coaching and consulting aspects of running an agency?
  • Are you passionate about sharing your Amazon expertise and helping others succeed?
  • Do you have the administrative, marketing, and sales skills needed to manage an agency?
  1. Market demand and competition:
  • Is there a demand for your specific expertise in the Amazon agency market?
  • Who are your current and potential competitors?
  • How will you differentiate your agency and stand out from the crowd?
  1. Time commitment and resources:
  • Are you prepared to invest significant time and effort into building and running an agency?
  • Do you have the financial resources to cover setup costs, marketing, and potential operational expenses?
  • Can you balance agency work with your existing Amazon selling activities (if applicable)?
  1. Personal motivations:
  • What are your long-term goals for yourself and your career?
  • Is launching an agency driven by a genuine desire to help others or more by financial ambitions?
  • Are you prepared for the challenge and potential stress of running your own business?

Once you have a clear understanding of your answers to these questions, you can weigh the pros and cons of starting an agency:


  • Financial potential: Successful agencies can generate significant revenue.
  • Impact: You can help others achieve their Amazon goals.
  • Freedom and flexibility: You are your own boss and can set your own hours.
  • Personal growth: You will learn and grow as you build and manage your agency.


  • Challenges and risks: Building a successful agency requires hard work, dedication, and a bit of luck.
  • Time commitment: It can be time-consuming to manage an agency and find clients.
  • Stress and uncertainty: Running your own business can be stressful and unpredictable.


Embarking on the journey of starting an Amazon agency demands serious consideration. While the option to go solo exists, the challenges on the horizon require careful navigation. Seeking mentorship from those who have walked this path can significantly enhance your chances of success. At My Amazon Guy, led by Steven Pope, we are dedicated to providing valuable education for all Amazon enthusiasts.

In line with this commitment, we’ve introduced My Agency Guy as a rich resource for aspiring and growing Amazon agencies. Explore our range of products and services designed to elevate your agency-building skills.