Part 1: Experience and Proof (Questions 1 to 2)
1. Which categories and seller types have you worked with on Amazon India?
Why it matters: Fashion, electronics, grocery and beauty each have different fees, competition and ad behaviour. An agency strong in one may be average in another.
Good answer: Names categories, explains what was different in each and says honestly where they are less experienced.
Red flag: "We do everything for everyone."
2. Can I speak to current clients in a similar category?
Why it matters: Screenshots are easy to edit. A short call with a live client is not.
Good answer: Offers references or links to real case studies with context, such as the starting position and what was changed.
Red flag: Only shares percentage jumps with no starting numbers or no way to verify them.
Part 2: Team and Scope (Questions 3 to 5)
3. Who will manage my account, and how many brands do they handle?
Why it matters: The person who pitches you is often not the person who works on your account. A manager juggling too many brands cannot check your campaigns daily.
Good answer: Names the account manager, explains the team behind them (ads, catalog, design) and gives a realistic account load. Our guide on what an Amazon account manager does shows what to expect.
Red flag: "Our team will take care of it," with no names.
4. What exactly is included in the fee, and what costs extra?
Why it matters: Many sellers compare fees without comparing scope. A cheaper plan that excludes listings, creatives or reports may cost more in the end.
Good answer: A written scope listing number of listings, ad management, reports, calls and what is billed separately.
Red flag: A verbal scope that changes after payment.
5. Will you handle only ads, or listings, catalog, inventory and account health too?
Why it matters: Ads cannot fix a weak listing, wrong pricing or stockouts. Sales on Amazon depend on the whole account working together.
Good answer: Explains how ads, listing quality, pricing, inventory and reviews connect, and tells you which parts they cover.
Red flag: Promises results from ads alone while ignoring the listing and stock position.
Part 3: Access and Ownership (Questions 6 to 7)
6. Will I keep ownership of Seller Central, Brand Registry, listings and content?
Why it matters: Your account, brand and content are business assets. If you leave the agency, you should leave with all of them.
Good answer: "Yes, everything stays under your name. We work through user access, and all creatives and A+ content are handed over if we part ways." If you are still planning brand protection, see Amazon Brand Registry vs trademark registration.
Red flag: The agency wants to register the account or brand in its own name.
7. What access do you need, and how do you protect my business data?
Why it matters: Seller Central lets you add users with specific permission levels, so an agency should not need your main login or one-time passwords.
Good answer: Asks to be added as a user with limited permissions, explains who on their team sees your data and what happens to access when someone leaves.
Red flag: Asks you to share your master email, password and OTP.
Part 4: Strategy and Execution (Questions 8 to 10)
8. What will you do in the first 30 days?
Why it matters: A serious agency starts with an audit, not with random changes.
Good answer: A clear plan: account and listing audit, competitor review, priority fixes, ad structure and a reporting schedule. A free audit is a good way to test this. See what we check in our free Amazon account audit guide.
Red flag: "We will start ads on day one," before seeing your listings or margins.
9. How will you set ad budgets and ACoS or TACoS targets for my margins?
Why it matters: An ACoS that looks fine in a report can still lose money once product cost, Amazon fees, shipping, returns and GST are counted.
Good answer: Asks for your product cost and margins first, then sets targets from profit per order. Use our guides on calculating profit per order on Amazon India and ACoS, TACoS and ROAS before the call.
Red flag: A fixed "ideal ACoS" quoted without knowing your costs.
10. How do you handle suppressed listings, policy warnings and account health?
Why it matters: One suppressed bestseller or account warning can stop sales for days. You need someone who knows the fix and acts quickly.
Good answer: Describes how they monitor account health, how fast they respond and how they prepare appeals or corrections.
Red flag: Treats account health as "your department" or promises to "get any account reinstated."
Part 5: Pricing and Contract (Questions 11 to 13)
11. What is your pricing model: fixed fee, percentage or hybrid?
Why it matters: The pricing model shapes the agency's incentives. Fixed fees give predictable costs. Percentage models can reward growth but may push revenue over profit if the terms are loose.
Good answer: Explains the model, shows a worked example with your numbers and lists what is excluded. For a full breakdown, read commission-based vs fixed-fee ecommerce agency and Amazon account management pricing in India. You can also see published plans on our pricing page.
Red flag: Refuses to discuss pricing until you pay, or hides charges in the fine print.
12. Do you guarantee sales or rankings?
Why it matters: No agency controls Amazon's algorithm, your competitors, your pricing, your stock or customer demand.
Good answer: Commits to process, speed, transparency and clear targets, and explains the risks honestly.
Red flag: Guaranteed sales, guaranteed page one or guaranteed profit. A promise like that tells you more about the agency than about the results.
13. What are the contract length, notice period and exit process?
Why it matters: Long lock-ins hurt most when results are weak.
Good answer: Clear minimum term, notice period and handover list: credentials, content, reports and campaign structure. If you ever need to move, our guide on switching ecommerce account management agencies helps.
Red flag: Long lock-in, no exit clause or creatives held back after you leave.
Part 6: Reporting and Success (Questions 14 to 15)
14. What reports will I get, and how often do we talk?
Why it matters: Reports are how you check what you are paying for.
Good answer: Regular reports covering sales, ad spend, ACoS/TACoS, conversion, inventory and actions taken, plus a fixed call schedule and a named person to contact when something breaks.
Red flag: Only a screenshot of ad dashboard numbers, or reports you have to chase.
15. How will we measure success, and when do we review it?
Why it matters: Without agreed targets, every month looks "fine" or "in progress."
Good answer: Sets baseline numbers first, picks 3 to 5 metrics that match your goal (for example profit per order, TACoS, conversion rate or stock availability) and fixes a review date.
Red flag: Vague goals like "growth" with no baseline or timeline. Also see our list of marketplace account management KPIs.
How to Score the Answers
After each call, rate each agency from 1 to 3 on every question:
Score
Meaning
3
Clear, specific answer with proof or a written example
2
Reasonable answer, but general or missing detail
1
Vague, defensive or contradicts what was said earlier
Any agency that scores 1 on questions 6, 7 or 12 (ownership, access, guarantees) should be dropped, however good the rest looks.
Common Mistakes When Hiring an Amazon Agency
- Choosing on price alone. The cheapest plan often has the smallest scope.
- Judging by pitch, not by questions. Confident sales talk is not evidence.
- Sharing the main login. Use limited user access instead.
- Skipping your own numbers. Know your margin and profit per order before you set targets.
- No written scope. If it is not in writing, it is not part of the deal.
- Expecting results overnight. Audits, testing and optimisation take time. Ask for a realistic timeline instead of a miracle.
Frequently Asked Questions
How do I choose an Amazon agency in India?
Shortlist two or three agencies, ask them the same 15 questions, request references and compare the written scope and pricing. For a wider comparison framework, see our guide to choosing the best Amazon account management company in India.
What red flags should I watch for when hiring an Amazon agency?
Guaranteed sales or rankings, requests for your master password, no named account manager, unclear scope, long lock-ins and reports that show only vanity metrics.
Should an Amazon agency need my Seller Central password?
No. Seller Central lets you give team members specific permission levels, and an agency can work through that. Keep your account ownership and main credentials with you.
How much does an Amazon agency cost in India?
It depends on the model (fixed, percentage or hybrid), the number of listings, your ad budget and the services included. Compare the full scope, not only the headline fee. Our Amazon account management pricing guide explains typical structures.
Can an agency guarantee profit on Amazon?
No honest agency can. Profit also depends on your product, price, margins, stock and demand. A good agency guarantees process, transparency and regular optimisation, not outcomes it does not control.
How long before I see results from an Amazon agency?
It varies by account condition and category. Expect an audit and fixing phase first, then testing and optimisation. Ask the agency for a realistic timeline and agreed review dates.
Conclusion
The right questions to ask before hiring an Amazon agency protect your money, your account and your brand. Focus on proof, scope, ownership, honest pricing, reporting and a clean exit. If an agency answers all 15 openly, you are probably talking to a serious partner.
Ready to put RiseUp Ecom through the same 15 questions? Our team manages Amazon, Flipkart, Meesho, Myntra and other marketplace accounts for Indian brands. Book a free consultation or request an account audit through our Amazon account management services page or contact us.
