Is Amazon Really Shrinking? How to Interpret the Company’s Recent Layoffs?

At Brand Focus Digital, an Amazon Brand Management agency, we hear this often:“ Why does Amazon agency pricing range from $1,500 to $20,000+ per month—and how do I know what’s worth it? ” The truth is, Amazon marketing is not one-size-fits-all. Pricing depends on the depth of services, the complexity of your business, and the results you expect. As your Amazon agency partner, we’re here to break down exactly what you’re investing in—and how to ensure it drives real growth. Why Work with an Amazon Management Agency? Choosing between in-house resources and an agency isn’t easy. But here’s what makes the agency model a better fit for many fast-scaling brands: Speed to Execution: We’ve built and refined systems that drive faster go-to-market timelines. Scalable Expertise: Our specialists bring Amazon-specific know-how from managing dozens—or even hundreds—of ASINs. Cost-Efficiency: Skip the cost of hiring, training, and managing a full team. We offer full-service support at a fraction of in-house overhead. For example, nearly 50% of our team being ex-Amazon (including our founder and VP, who led Vendor Management Programs at Amazon), we bring institutional knowledge that’s hard to replicate internally. Understanding Agency Pricing Structures: We offer multiple pricing models to fit your business stage, complexity, and goals:

Amazon frequently overcharges vendors on PO’s or shortage claims, for which we must provide extensive documentation, like BOL’s signed by shipper and receiver, invoices, pack lists, weights, images, etc. Often, Amazon only pays a portion of the shortage claim, if at all. We created an alliance that utilizes technology, created by former Amazon accounting experts, that reviews previous PO’s, shortage claims and reconciling invoices, investigating possible funds that were “left on the table”. The investigation includes a comprehensive, no-cost audit, that includes dollars recovered on your behalf. The program usually has a recovery rate of 95-100% once cost amounts are identified. The great news is that you are only charged if funds (as far back as 18 months) are successfully recovered, which is 30% of the amount paid back from Amazon. One client with sales of $2.3M in shipped COGS, had the audit reveal over $745K in invoice reconciliations. The entire process typically takes 4-6 weeks from beginning to receiving payment on recovered funds! Contact us today! We work with brands as full-service management or project based to meet your business needs!

Discover why content is so important in winning the digital shelf for brands. The infograph provides a snapshot of results impacted by best in class content.

Brands that promote on Amazon will see a change in fees for coupons, lightning deals, and best deals starting June 2nd. There are benefits to brands given the fee structure is more based on performance than the flat fixed fees. But, if the promotion performs well, plan to fund a higher amount. Brand Focus Digital has seasoned experts at managing Amazon, its constant changes, and can help with: Reviewing your current strategy to understand where and how you may need to pivot Implementing brand tailored promotion segments Evaluating assortment to see if lower pack sizes and lower ASP items are an option and profitable After June 2, 2025, be aware that: Coupons have a $5 flat fee per coupon Coupons have a variable 2.5% redemption fee These fees are separate from your Coupon budget, which fund the actual customer discounts Products that are priced higher than $20 retail will be impacted most Below is a cost comparison we formulated of Higher Retail Product vs. Lower Retail Product:

Launched today, episode 172 of the E-Comm Show features our very own leaders of Brand Focus Digital. Clint George (CEO) and Colleen Caso (VP) provide insider insights to manage Amazon right! What sets Brand Focus Digital apart from its competitors is that both Clint and Colleen are ex-Amazon managers, giving them insider experience, knowledge, and expertise. Andrew Maff of the E-Comm Show hosts an in-depth interview with Clint George and Colleen Caso so that together they pull the curtain back on what selling on Amazon successfully looks like. Enjoy the full episode here or on one of your favorite platforms: YouTube , Spotify , Apple Podcasts , Amazon Music , Stitcher Email clint@brandfocusdigital.com or colleen@brandfocusdigital.com today to learn more how we can grow your Amazon, e-Commerce business now. --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- Brand Focus Digital helps manufacturers sell their products easier and more efficiently on Amazon and other online retailers - in North America and across the globe. We work tirelessly and diligently with the makers of (and not limited to): • Food products • Pet related merchandise • Health and Beauty products • Outdoor gear BFD’s talent has decades of experience working at Amazon as well as other online retailers. In partnership, we deliver comprehensive solutions to maximize profits for your brands. Contact us now to get the help that truly makes a difference.

A new full-funnel Amazon strategy, Amazon Marketing Cloud , is now available for all advertisers! And, only available through approved partners like Brand Focus Digital. Amazon is much more than a shopping site! Between Twitch, Prime Video and live sports, Amazon is engaging shoppers in many ways. The only way to truly unify all those touchpoints is Amazon Marketing Cloud (AMC). AMC is an enhanced advertising data-gathering platform for current Advertising campaigns on Amazon. It allows advertisers to dig deeper into their marketing and audience data. For example, gain the ability to uncover critical marketing functions like consumer purchase journeys, overlap analyses, and new-to-brand acquisition. Advertisers who wait on AMC are going to miss out. First-party signals are the future. Amazon’s data is rich—but ultimately incomplete. To get a truly holistic understanding of your shoppers, you need to tie your first-party signals (in a privacy-safe way) to AMC. Adding 1P signals, according to our Amazon reps, is when you can “start to scale these audiences much further than what you're able to do if you just look at the signals that Amazon's providing.” Previously only available for DSP advertisers, AMC is now available for all advertising campaigns, and through an affiliated partner, like Brand Focus Digital. Brand Focus Digital has the access and expertise needed to gather, analyze and interpret the data for you. Contact us to get started immediately to enhance your advertising strategies today.

Sales on Amazon trending down or staying flat? Unsure how to navigate the newest FBA changes from Amazon? We’re offering a complimentary Brand Health Audit for Amazon in celebration of our 9-year anniversary! Take advantage of Brand Focus Digital’s offer which includes a comprehensive, no fuss, complimentary audit of your current brand on Amazon to help position it for better success in the future. Audit includes: Item detail pages 3P sellers Buy Box issues Pricing strategy and Profitability Brand Store/A+ and Content SEO and optimization Advertising and Promotional strategy, and much more. Email today for more information or to take advantage of this opportunity! Brand Focus Digital is also excited to be attending Unboxed next week in Austin. We’d love to meet up if you’re attending! Let us know!

Last week our leader, Clint George, spent time with Amazon and the Buy with Prime team! Not only was he engaged with the BwP Amazon team, he learned about cutting edge products and programs launching this week that help us help manufacturers like you! Amazon Today! A program that offers same-day delivery and in-store pickup from your retail locations. A unique opportunity to market your in-store selection on Amazon.com and offer same-day delivery or in-store pickup in a few hours from your store to millions of customers. Amazon Warehousing & Distribution - (AWD) Utilize Amazon as a 3PL warehouse to ship products from where they are manufactured in bulk (like Taiwan or another country) to the US, but directly into Amazon rather than another US based warehouse. Amazon Multi Channel Fulfillment - (MCF) a program where Amazon ships to customers that purchase from other websites like Etsy or Ebay for example. The shipment can be put in an unmarked box, so it doesn't appear to the customer that it’s coming from Amazon. Let’s talk today about how these programs can benefit you, your sales, and ROI! Learn more: https://www.brandfocusdigital.com/

Dim the lights, the results are in! Amazon’s annual Prime Day sales event was held from July 16 through July 17. The results show, among other things, an uptick in total money spent and a record set for the number of items purchased. In terms of Brand Focus Digital, we are excited to announce that many of our clients enjoyed a robust increase in sales during Prime Day. For example, a leading North American coffee company increased its sales during Prime Day (as compared to a regular Amazon day) by 704%. Similarly, a large-scale specialty food company increased its sales by 407%. Let’s take a closer look at some numbers and a few observations from the big event. What the Data Shows As reported by Bloomberg , this year’s Prime Day sales climbed 11%, as American shoppers reportedly spent 14.2 billion. Amazon also issued a recent news release saying that Prime Day had set a record for the total number of items purchased, but the company did not offer specific sales figures. Interesting, is a comparison of Prime day results to Walmart+ Week, which is Walmart’s main sales event that lasted for a whole week in June. According to PYMNTS Intelligence’s data , twice as many consumers shopped on Amazon’s Prime Days than during Walmart+ Week. But indications do show that Walmart Week participation is catching up to Prime Day participation. According to analysts, for Walmart to catch up all the way, it will need to grow the Walmart+ subscriber base more than anything. Both Walmart+ Week and Amazon Prime Day reported a 50% participation rate from subscribers, but the lag in their number of subscribers impacted Walmart+ Week's sales. Observers also found a key downside for Amazon that would have been a problem if the subscriber bases were the same size. Walmart+ Week shoppers, on average, spent more than Amazon Prime Day shoppers, primarily on groceries and high-ticket items. Consumers Focus on Sales Events and Coupons In the wake of Prime Day (and Walmart+ Week and Target Circle Week), PYMNTS reported that consumers increasingly wait until sales events to make major purchases. According to Katie Stratton, chief growth officer at Target-owned on-demand delivery aggregator Shipt: “In the past year, we’ve seen engagement in our promotions with higher-than-expected volume around popular seasonal moments.” Further, according to Katie Kobus, vice president of marketing at Save A Lot, “Customers are shopping circulars to find the best deals, and … we’ve seen an uptick in the use of coupons.” Contact Brand Focus Digital Today Brand Focus Digital helps manufacturers sell their products easier and more efficiently on Amazon and other online retailers - in North America and across the globe. We work tirelessly and diligently with the makers of (and not limited to):  Food products Pet related merchandise Health and Beauty products Outdoor gear BFD’s talent has decades of experience working at Amazon as well as other online retailers. In partnership, we deliver comprehensive solutions to maximize profits for your brands. Contact us now to get the help that truly makes a difference.