12 Questions Every Brand Should Ask Before Hiring an Amazon PPC Agency

The exact 12 questions to ask any Amazon PPC agency before signing, from who manages the account day-to-day to AMC experience, reporting quality, references, and contract terms.

Article summary

The exact 12 questions to ask any Amazon PPC agency before signing, from who manages the account day-to-day to AMC experience, reporting quality, references, and contract terms.

Questions 1–3: About the team

These are the 12 questions I'd ask if I were hiring one for my own brand — the same ones that would filter out 80% of the agencies I've audited behind the scenes. Most pitch decks look identical. These questions break through the presentation layer and tell you what you're actually buying.

Questions 4–6: About the process

I've grouped them into four categories: the team, the process, the technical capability, and the business relationship. The order matters — start with the team because that's where most agencies fall apart.

Questions 7–9: About technical capability

- The most important question is who specifically will work on your account — not the team that pitches, the team that executes - Agencies that can't articulate their Search Term Report workflow aren't doing the most impactful optimization work - Ask about AMC — most agencies charge for it but never run meaningful queries - Contract terms matter more than pricing — a cheap agency with a 12-month lock-in and 90-day exit clause is the most expensive option - A good agency will have specific answers to all 12. Vague answers = vague management.

Questions 10–12: About the business relationship

In most agency sales processes, a senior strategist runs the pitch. They're experienced, articulate, and they close the deal. Then your account gets handed to a junior analyst you've never met.

How to use these questions

Ask for the name and role of the person who will be in Campaign Manager every week. Ask how many other accounts they manage. If the answer is more than 15, your account isn't getting meaningful strategic attention — it's getting automated bid adjustments and templated reports.

About the author

High turnover means every 6–12 months, a new person learns your account from scratch while performance dips. Most agencies won't volunteer this number. Ask directly.