Evaluating an Amazon Agency / Service Provider

Something that I encourage folks to think about, whether it's prospects evaluating us or brands evaluating agencies, is to ask your partner, how do they keep up with Amazon? How are they staying up to date with what Amazon does? The strategies that Amazon takes, how to keep Amazon happy? Ask them to give you a specific insight that they've gotten about how Amazon operates that wouldn't be immediately obvious, something from the past year, and react to it. Ask them questions, poke at how they learned it, how they're taking advantage of that information in their practice to today, and that'll give you a good understanding of whether or not this company is connected still to Amazon, whether they recognize that connection and proximity to Amazon is critical to their success and to yours.