The channel execution
- Listing changes & optimization
- Ad strategy & campaign execution
- Creative iteration & testing (Full Team)
- Inventory recommendations
- Competitive responses
- Contribution-margin ownership
- Amazon case work & account health
How It Works
How a fractional Amazon team actually works.
Engagement models, what's included at each tier, what we actually do, and how to pick the right fit. Everything you need to evaluate working with us — without booking a call yet.
The Operating Model
Clear ownership. No status-meeting theater.
Every engagement starts with explicit decision rights. You don't manage us — you delegate to us. We don't get to make every decision — you stay in the brand seat. Everything else lives in a clearly defined joint zone.
The brand strategy
- Brand positioning and voice
- Channel mix & capital allocation
- Product development direction
- Final brand decisions
- External partnerships & PR
- Wholesale and retail strategy
The strategic levers
- Pricing & promotional strategy
- Category expansion
- New product launches
- Major strategic pivots
- Amazon + TikTok flywheel decisions
- Annual budget & goal-setting
Built for executives who want to delegate Amazon to a team they trust — Slack, not status meetings. If you need to approve every keyword update, we're the wrong team, and we'll tell you that on the first call.
Engagement Lifecycle
Three phases. Same team throughout.
No handoffs to junior staff after the first call. The senior operators who run your Diagnostic are the same ones who embed with your team and run the channel month after month.
Diagnose
A full strategic audit before any retainer commitment. We pull up your actual account, work through the data live, and surface every revenue lever — and every leak — in 30 days.
- Full PPC, listing, inventory, and account-health review
- Prioritized 90-day opportunity roadmap
- Recommended team configuration for your stage
- ROI modeling against your contribution-margin reality
- Cost rolls into your first retainer month if you continue
Embed
Our team integrates with yours — your tools, your goals, your stakeholders. Decision rights agreed up front, shared Slack channel live, weekly operating call on the calendar before day 7.
- Dedicated Slack channel with your account team
- Tool and account access (Seller Central, Helium 10, Pacvue, AMC where relevant)
- Decision-rights map signed off — BGIQ owns / you own / joint
- Weekly operating cadence locked: 45-min call + async report
- 30/60/90-day goals defined against your P&L, not ours
Operate
The team runs Amazon execution. You run brand strategy. Joint decisions go through the operating model. The work happens between the meetings — not in them.
- Weekly: PPC optimization, async report, 45-min check-in
- Monthly: P&L review, listing iteration, creative testing cycle
- Quarterly: Competitive review, category expansion planning, goal reset
- Continuous: Case work, listing reinstatements, A+ approvals, daily monitoring
- Month-to-month after the initial 90-day commit
Choose Your Engagement
Four ways to engage. Pick the one that fits.
Most $5M–$100M brands fall into one of four engagement shapes depending on what their internal team already covers and what they need to fill in. Here's the full breakdown.
| Fractional Strategy$5Kper month | Specialists$6–8Kper specialist / month | Fractional Growth$18Kper month | Fractional Full Team$25Kper month | |
|---|---|---|---|---|
| Strategy lead (Michael) | ✓ | — | ✓ | ✓ |
| PPC execution | — | Optional · $8K | ✓ | ✓ |
| Account Manager | — | — | ✓ | ✓ |
| Creative Director | — | Optional · $7K | Optional · +$7K/mo | ✓ |
| TikTok Shop | — | Optional · $6K | Optional · +$6K/mo | Optional · +$6K/mo |
| Weekly operating cadence | Monthly | Varies | ✓ | ✓ |
| Terms | Month-to-month | Month-to-month | 90-day commit, then M2M | 90-day commit, then M2M |
| Best for | Brands with a strong internal Amazon team that needs senior direction | Building a custom bundle in the $10–15K range, or adding firepower to an existing setup | No internal Amazon team — need strategy + paid media + ops running | Need creative ownership too — listings, A+, brand storefront, ad creative |
$5K
per month · M2M
What's included
- Monthly 90-min strategy session with your leadership and Amazon team
- Quarterly competitive intelligence — what's shifting in your category, who's testing what
- Always-on Slack access for senior judgment calls between sessions
- Account oversight — periodic review of TACoS, organic share, listing performance
What we actually do
- Sit in your monthly strategy meeting and challenge the assumptions behind your plan
- Field "should we launch this variant" / "raise this price" / "kill this ASIN" decisions
- Surface things your team is missing because they're too close to the account
- Map your roadmap against what's actually working in your category right now
- We don't touch the account. Your team executes. We direct.
$6–8K
per specialist · M2M
Available specialists
- Amazon Ads Director · $8K/mo — owns PPC strategy and execution: campaign architecture, bid management, search term mining, weekly optimization
- Creative Director · $7K/mo — owns listings, A+ Content, brand storefront, and ad creative briefs
- TikTok Shop Director · $6K/mo — owns shop setup, affiliate flywheel, content velocity, GMV optimization
What we actually do
- Plug a senior specialist into your existing team or stack onto Strategy
- Each specialist handles their function end-to-end, no junior staff in between
- Common bundle: Strategy ($5K) + Ads Director ($8K) = $13K for senior advisory + PPC firepower
- À la carte and stackable — no minimums, no forced bundles
- Most clients add Creative Director once listings need real ownership
$18K
per month · 90-day commit
What's included
- Senior strategy lead (Michael) in the room weekly
- Dedicated Senior PPC Manager running ads end-to-end
- Account Manager owning daily account ops, case work, and account health
- Weekly operating rhythm — 45-min check-in + async report
- Creative + TikTok modules optional if scope expands
What we actually do
- Weekly PPC optimization — search term mining → negatives → bid adjustments → pushed live in 48 hours
- 45-min weekly check-in covering wins, blockers, decisions needed
- Async weekly report — TACoS, organic share, anomalies, recommended actions
- Listing optimizations + ad creative briefs handled as needs arise
- Amazon case work end-to-end — support tickets, reinstatements, A+ approvals
- Inventory pacing recommendations tied to ad spend and forecast
$25K
per month · 90-day commit
What's included
- Everything in Growth, plus:
- Dedicated Creative Director owning all creative output
- Weekly creative review and iteration cycle
- A+ Premium and A+ Brand Story deployment when eligible
- Brand storefront ownership — concept to deployment
- TikTok Shop add-on available for brands launching social commerce
What we actually do
- Everything in Growth, with creative running on the same operating rhythm
- Listing copy + A+ Content updates owned end-to-end, not briefed to outside teams
- Ad creative testing in PPC coordinated with PPC execution — no handoffs
- Brand storefront optimization against category trends and event windows (Prime Day, Q4, etc.)
- Concept-to-deployment workflow for new ASIN launches
FAQ
The questions before the call.
The objections we hear most often, answered straight. If your question isn't here, it's the kind we should cover on the Diagnostic call.
We've been burned by an agency before. Why is this different?
Most agencies sell increased ad spend; we sell outcomes. They sell ad spend because many charge a percentage of it — so they make more when you spend more, whether the spend is efficient or not. We charge a flat retainer. Our incentive is your contribution margin, not your ad budget. We cap our roster at 4 brands at a time, our Director of Amazon is on every account, and your weekly call is with someone who's owned a P&L. If TACoS and contribution margin aren't moving in the first 90 days, you fire us. Month-to-month after the initial 90-day commit.
How do you handle situations where our internal team disagrees with you?
Disagreement is fine — it's healthy. When we disagree, we lay out the data, the risk, and the recommended path. You make the call. If you go against our recommendation and it goes sideways, we don't say "told you so" — we adjust. The operating model clearly defines what BGIQ owns, what you own, and what's a joint decision, so disagreements happen in the right place.
What's the typical engagement length, and what happens if it's not working?
90-day initial commit, then month-to-month with a 30-day cancellation notice. Average engagement is 14 months. If it's not working — and you'll know by month 2 — we have a "fire us" conversation, work the 30-day wind-down professionally, and part ways. The Diagnostic ($2–5K) is designed to surface fit problems before you commit to a retainer.
How do you avoid becoming another vendor we have to manage?
Every engagement includes an Account Manager whose job is to absorb the operational coordination so you don't have to. You don't manage three specialists, three Slack channels, and three reports — you manage one team, one channel, one report. The AM owns the weekly cadence and case work so the Director of Amazon stays focused on strategy.
Will you work with our existing creative team or replace them?
Either. Creative Director is optional, not bundled into our core team. If your in-house designer is good, we partner with them — brief into their process, review output, integrate with PPC testing. If you need creative ownership, we have the role. We don't make you pay for what you already have.
Do you take exclusivity in our category?
No. We cap our client roster at 4 brands at a time but don't promise category exclusivity. Exclusivity would require charging 3–5× to make the unit economics work, and most clients prefer access to our team over blocking competitors from it. If exclusivity is non-negotiable, we're probably not the right fit — and we'll tell you that on the Diagnostic.
Why month-to-month instead of annual contracts?
Annual contracts protect agencies that aren't performing. Month-to-month (with a 30-day cancellation notice) means we earn the work every month or lose it. The 30-day notice is operational, not a lock-in — it gives the team enough runway to wind down case work, hand off campaigns, and protect your account during transition. The first 90 days require a commit (kickoff costs are real); after that, month-to-month.
Get Started
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30 minutes, senior-led. We'll pull up your account live and walk through exactly what's holding back your growth — no pitch deck, no package upsell.
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Live account audit — we look at your actual data together
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Custom growth roadmap built around your margin goals
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