The role of the Amazon agency is evolving, and it’s no longer living in its own e-commerce vacuum.
A few recent agency moves highlight this shift. Digital marketing agency Acadia, is now focusing on pitching itself as an agency of record for bigger brands, rather than just a boutique Amazon player. Its latest client is European Wax Center, which is using the agency for all of its Amazon, search and paid media work. It follows a trend from other agencies. Last year, Fortress Brand Group renamed itself Front Row as part of an agency acquisition spree to position itself as a more unified commerce service.
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