Replay: How to Choose an Amazon Agency - Episode 169

INTERVIEW WITH CHRIS FRYBURGER FROM NREACH

 

DESCRIPTION

Today we are replaying one of the most popular episodes in 2020, a conversation that I had with Chris Fryburger. He runs a company called nReach, which helps Amazon marketplace sellers connect with trusted Amazon service providers, in other words, agencies that provide marketplace growth services. We talked about who needs to be on your Amazon team and how to choose the right agency for the best chance of success. He also discusses some of the biggest mistakes he sees brands making when searching for the right agency, and offers an outlook on Amazon’s future. 

Chris has over twenty years of experience with advertising agencies and technology, having worked with many brands across all categories and a range of industries. He launched nReach after being introduced to the challenges of selling on the Amazon Marketplace. In his company, Chris plays the role of a consultant, helping the team vet the vast numbers of service providers, ad agencies, tax professionals, lawyers, or any others that you may need on your Amazon team.

Chris has tons of insight into the best way to choose an Amazon service provider. In today's episode, he talks about the work that companies need to do before looking for an agency, and he explains how to choose between specialist Amazon-focused agencies and agencies that handle multiple channels. He also discusses some of the biggest mistakes that he sees brands making when searching for the right agency, and he answers some questions about Amazon's outlook for the future. Tune in today, to benefit from Chris's vast expertise and great advice.

“There’s such a huge ecosphere out there - there’s a lot of overlap between the agencies.
It’s really hard to see one, versus another.”
— Christopher Fryburger

KEY TAKEAWAYS

  • Chris explains what was happening in the Amazon ecosystem that motivated him to start nReach.

  • Chris likens Amazon's emerging new ecosystem to the wild West.

  • The way that Chris and nReach assist Amazon sellers.

  • The other services, beyond just agencies, tax, and accounting, that Chris is providing for his clients.

  • Chris has been getting more and more requests for higher-level consulting, lately. 

  • It's a great value-add for brands to be able to trust someone like Chris to do their vetting, to separate the charlatans from the legit players out there.

  • Chris describes his approach, and he explains what he can do that a brand can't do.

  • All brands, particularly the larger, Fortune 1000 ones, are unique in terms of their resources.

  • Some things to think about when looking for an agency or a service provider.

  • The pre-work that should be done before looking for an agency or a service provider.

  • The Amazon channel requires a high level of planning from many different standpoints.

  • It can be very hard for first-time sellers to find the right agency.

  • Chris explains how you, as a brand, can learn what you need to know.

  • Many brands come to work with agencies because they lack the bandwidth, the background, or the internal capacity to stay up to date with all the latest developments.

  • Some common mistakes that brands tend to make when searching for Amazon service providers.

  • Some high-level pros and cons of working with a specialist Amazon service provider or agency, versus a generalist provider or agency.

  • Chris gives his forecast for what the future holds.


MENTIONED IN THIS EPISODE

  • Win a copy of Kiri's book, Instacart for CMOs! All you need to do is write a review of this podcast in iTunes, Stitcher, or wherever you listen to this podcast, take a screenshot of the review that you wrote, and email it to Kiri at kiri@bobsledmarketing.com.

Season 3Kiri MastersComment