If you've started looking for help managing your brand on Amazon, you've probably noticed that the landscape is confusing. There are Amazon agencies, Amazon accelerators, Amazon consultants, Amazon aggregators, and a growing number of hybrid models that don't fit neatly into any category.
The terminology is messy because the industry is still evolving. But the differences between these models are significant — especially when it comes to how they get paid, how much risk they take on, and whether their success is actually tied to yours.
Here's a straightforward breakdown of the main models, what makes them different, and which one might make sense for your brand.
The Traditional Amazon Agency
The agency model is the most common. You hire a company to manage some or all of your Amazon operations — typically listing optimization, PPC advertising, and maybe logistics or brand protection.
How they get paid: Monthly retainer (typically $3,000-$10,000+), percentage of ad spend, or percentage of revenue (10-20%). Some charge a hybrid of all three.
What they do: Manage your Seller Central account on your behalf. The scope varies widely — some agencies only handle PPC, others offer full-service management.
What they don't do: Buy your inventory. Take on financial risk. Most agencies have no capital at stake in your success. If your sales decline 30% this quarter, they still send you the same invoice next month.
The pros: Agencies can bring expertise and bandwidth your team doesn't have. A good agency with strong Amazon knowledge can meaningfully improve your performance.
The cons: The incentive structure is the fundamental problem. Agencies get paid regardless of results. Some mitigate this with performance bonuses, but the base fee is typically locked in. You're also paying before you see results — and if the agency underperforms, you've lost both the ongoing agency fees and the growth you didn't get.
There are excellent Amazon agencies out there. But the model itself creates a gap between what you're paying for and what you actually want — growth.
The Amazon Aggregator
Aggregators had their moment in 2020-2022 when billions of dollars flowed into companies like Thrasio, Perch, and dozens of others. The aggregator model is simple: they buy your entire Amazon brand outright.
How they get paid: They own the brand. All revenue is theirs.
What they do: Acquire your brand and operate it as part of a portfolio. You sell, you cash out, and you walk away.
What they don't do: Partner with you. You're not a client — you're a transaction. Once the deal closes, you have no say in how your brand is managed.
The pros: If you want a full exit, aggregators can offer a lump sum. For founders looking to move on, this can be the right path.
The cons: Most aggregators have struggled. The "buy it and optimize it" thesis turned out to be harder than the capital markets expected. Many acquired brands saw declining performance post-acquisition. And for brand owners who want to stay involved or keep building, the aggregator model doesn't work — it's an exit, not a partnership.
The Amazon Consultant
Consultants sit at the other end of the spectrum. They advise you on Amazon strategy but don't execute. They might audit your listings, build an advertising strategy, or help you set up operations — then hand it back to your team to implement.
How they get paid: Hourly or project-based fees.
What they do: Provide expertise and recommendations. Some are former Amazon employees or experienced sellers with deep knowledge.
What they don't do: Execute day to day. You still need a team (or another partner) to actually run your Amazon channel.
The pros: Good consultants can provide valuable strategic insight, especially for specific challenges like catalog restructuring or international expansion.
The cons: Advice without execution creates a gap. Your team still needs to implement everything, which is often where things fall apart. And like agencies, consultants get paid whether their advice works or not.
The Amazon Accelerator (Buy-Sell Partner)
This is the newest model — and it works differently from everything above. An accelerator, or buy-sell partner, purchases your inventory at wholesale and manages your entire Amazon channel. They make money from product margin, not from service fees.
How they get paid: Product margin only. No retainers, no commissions, no percentage of revenue. They buy your product at wholesale price X and sell it at retail price Y. The difference — minus Amazon fees, advertising costs, and fulfillment — is their margin.
What they do: Everything. Listing optimization, PPC advertising, inventory management, pricing strategy, brand protection, FBA logistics. The full scope of Amazon channel management.
What they don't do: Send you an invoice. The entire operation is funded by product margin, which means the accelerator only makes money when they sell your product at a profit. If your brand doesn't grow, their margins shrink.
The pros: The incentive alignment is the headline. Every decision the accelerator makes — every listing tweak, every ad campaign, every pricing change — directly affects their bottom line. They have real capital at risk (they bought your inventory) and real motivation to grow your brand. You also get paid upfront via wholesale POs, giving you predictable revenue without tying up capital in Amazon stock.
The cons: The model requires enough product margin to support a wholesale partnership. Brands with very thin margins or products that can't sustain a wholesale-to-retail spread may not be a fit. The accelerator also needs to believe in your brand's growth potential — they're investing real dollars, so they're selective about which brands they partner with.
At 2P Central, we operate exclusively as a buy-sell partner — so the accelerator column in the comparison below is the model we live in every day.
A Side-by-Side Comparison
Here's a simplified comparison of how each model stacks up on the factors that matter most to brand owners:
| Agency | Aggregator | Consultant | Accelerator (2P) | |
|---|---|---|---|---|
| Upfront cost to you | $3K-$10K+/mo | None (they buy you) | $150-$400/hr | None |
| Who owns your brand | You | They do | You | You |
| Who buys inventory | You | They do | You | They do |
| Inventory risk | Yours | Theirs | Yours | Theirs |
| Day-to-day execution | They handle | They handle | You handle | They handle |
| Incentive alignment | Low (fee-based) | N/A (they own it) | Low (hourly) | High (margin-based) |
| You stay involved | Yes | No | Yes | Your choice |
| Financial risk to you | High (paying fees) | None (you've exited) | Moderate (paying hourly) | Low (you get paid upfront) |
Which Model Is Right for Your Brand?
The right model depends on what you're trying to accomplish.
If you want a complete exit, an aggregator might be the right path — if you can find one that's still actively acquiring and offering fair multiples.
If you have a strong internal team and just need strategic guidance, a consultant can fill gaps without a long-term commitment.
If you need someone to manage your Amazon operations but want to maintain control and are comfortable paying monthly fees, a strong agency can work well. Just vet their track record carefully and make sure their contract includes meaningful performance accountability.
If you want a partner who has real financial skin in the game, who manages your entire Amazon channel, and who only makes money when your brand grows — the accelerator or buy-sell model is worth a serious look. It's the only model where your partner's profit motive is identical to yours.
The Bottom Line
The Amazon partner landscape is crowded, and the terminology can be confusing. But the core question is straightforward: does your partner make more money when you make more money? If the answer isn't an unequivocal yes, you're paying for a service, not investing in a partnership.
The buy-sell model isn't the right fit for every brand. But for brands with established products, proven demand, and enough margin to support a wholesale relationship, it offers something no other model does — a partner who only wins when you do.