It’s a question I get asked regularly by both candidates and clients: where does the best Amazon talent actually come from? Is it the fast-paced agency environment, the strategic depth of brand-side roles, or somewhere in between?
After countless conversations with Amazon professionals at every stage of their careers, I’ve developed a clear perspective on this. And the answer might not be as straightforward as you’d expect.
The Agency Advantage: Accelerated Learning Through Exposure
There’s no denying that Amazon agencies offer something quite unique when it comes to professional development: variety at speed.
When I speak with candidates who’ve spent time agency-side, what strikes me most is the breadth of experience they’ve gained in a relatively short period. We’re talking about professionals who’ve worked across:
- Multiple product categories from FMCG to electronics to beauty
- Different brand sizes from challenger brands to household names
- Varying levels of Amazon maturity from marketplace newcomers to established sellers
- Diverse marketing strategies spanning PPC, DSP, content optimisation and beyond
This exposure means that someone with two or three years at a strong Amazon agency may have encountered challenges and scenarios that would take five or more years to experience in a single brand role.
I often describe it as compressing your learning curve. You’re essentially getting a masterclass in what works, what doesn’t, and why, across a huge range of contexts.
The Brand-Side Benefit: Commercial Depth and Strategic Ownership
That said, there’s a reason brand-side Amazon roles remain highly sought after.
Working within a brand offers something agencies simply can’t replicate: deep commercial ownership. These professionals aren’t just executing campaigns or optimising listings. They’re responsible for:
- Full P&L accountability for their Amazon channel
- Inventory and supply chain decisions that directly impact availability and profitability
- Pricing strategy aligned with broader business objectives
- Cross-functional collaboration with teams across marketing, finance, operations and beyond
Brand-side professionals develop a more strategic perspective. They understand how Amazon fits within a wider commercial picture and they learn to influence at a senior level.
When I interview candidates from brand backgrounds, they often demonstrate a depth of commercial thinking that comes from owning outcomes end-to-end, not just delivering against a brief.
The Real Answer: The Best Amazon Leaders Have Both
Here’s what I’ve noticed consistently across the strongest Amazon professionals I’ve placed into senior roles: they’ve experienced both environments.
These individuals bring together:
- The breadth of tactical knowledge gained from agency exposure
- The commercial depth and strategic mindset developed brand-side
- An ability to think both short-term execution and long-term business growth
This combination creates professionals who can see the full picture. They understand the nuances of different brand challenges because they’ve seen dozens of them. And they know how to translate that into meaningful commercial impact because they’ve owned the numbers.
Why This Matters for the Industry
As the Amazon ecosystem continues to mature, the demand for well-rounded talent will only increase.
Businesses benefit when they hire professionals who’ve gained diverse perspectives. And candidates benefit when they intentionally build careers that expose them to different working environments.
For hiring managers, my advice is this: don’t dismiss candidates simply because their experience is weighted towards one side. Look at the quality of their exposure, the challenges they’ve tackled and their appetite for continued growth.
For candidates considering your next move, think strategically about what your career needs. If you’ve spent years agency-side, a brand role might round out your commercial experience. If you’ve only worked in-house, agency exposure could accelerate your tactical expertise significantly.
Let’s Talk About Your Amazon Hiring Needs
Whether you’re building an Amazon team or considering your next career move in this space, I’d love to hear from you. I work with agencies, brands and growing businesses across the Amazon ecosystem and I’m always happy to share insights on the market.
Drop me a message or connect with me here. Let’s have a conversation about where the best opportunities lie for you.
