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Did you know that Canopy Management partners experience an average of 84% year-over-year profit growth? Yet many brands continue to struggle with their Amazon agencies despite having dedicated support.

The difference? It’s all about what your Amazon account manager prioritizes daily.

As e-commerce continues to evolve at breakneck speed, the gap between merely “managing” an Amazon account and strategically optimizing it grows wider by the day. While most account managers handle the basics, the truly exceptional ones tackle seven critical daily tasks that directly impact your bottom line.

Let’s uncover what your Amazon account manager should be doing every day to drive sustainable growth.

1. Proactive PPC Campaign Optimization (Not Just Automated Adjustments)

What should happen: Your Amazon account manager should analyze PPC performance daily, making strategic bid adjustments based on both data and competitive intelligence.

What usually happens: Many managers rely on automated tools or weekly check-ins, missing crucial optimization opportunities and wasting ad spend.

A skilled Amazon advertising specialist understands that PPC management isn’t a set-it-and-forget-it task. Daily optimization includes:

• Reviewing search term reports to identify new converting keywords
• Adjusting bids on high-performing keywords to maximize visibility
• Pausing underperforming keywords that drain budget
• Analyzing competitor bid strategies and adjusting accordingly
• Monitoring ACoS (Advertising Cost of Sale) trends across campaigns

Pro tip: Ask your account manager how frequently they make manual adjustments to your Amazon sponsored ads. If the answer is “weekly” or less frequently, you’re missing valuable optimization opportunities.

2. Strategic PPC Budget Allocation (Not Just Consistent Spending)

What should happen: Your account manager should strategically allocate PPC budgets based on inventory levels, seasonal trends, and competitive landscape changes.

What usually happens: Budgets remain static regardless of changing market conditions, leading to missed opportunities or wasted spend.

Effective Amazon PPC management requires strategic budget allocation:

• Shifting spend toward high-performing products during peak seasons
• Adjusting campaign budgets when competitive landscape changes
• Reallocating resources from underperforming campaigns in real-time
• Creating specialized campaigns for different stages of product lifecycle
• Balancing brand defense and growth campaigns appropriately

When market conditions change, your account manager should rapidly adjust PPC strategy to capitalize on opportunities.

Pro tip: Ask your account manager how frequently they reallocate budgets across campaigns. Top managers make these adjustments at least weekly, if not daily, based on performance data.

3. Algorithmic Performance Tracking (Not Just Sales Reporting)

What should happen: Your account manager should track how the Amazon algorithm is evaluating your products by monitoring multiple ranking signals daily.

What usually happens: Basic sales and advertising metrics are tracked, with little insight into algorithmic ranking factors or optimization opportunities.

Understanding how the Amazon search engine works is crucial for sustainable growth. Your account manager should daily monitor:

• Organic keyword ranking changes for top search terms
• Click-through rates across key product listings
• Conversion rate fluctuations that could signal issues
• Catalog performance against key competitors
• Amazon backend keywords performance for relevancy signals

Pro tip: Request a weekly report showing organic ranking changes for your top 20 keywords. This simple tracking provides insights into how well your account manager understands Amazon’s algorithm.

4. Listing Optimization Based on Performance Data (Not Just Set-and-Forget)

What should happen: Your Amazon account manager should continuously refine product listings based on performance data, customer behavior, and competitive analysis.

What usually happens: Listings are created once and rarely updated until problems pop up.

Amazon product listing optimization isn’t a one-time task. Your account manager should daily:

• Review underperforming listings to identify improvement opportunities
• Test and refine product titles and bullet points based on conversion data
• Analyze search term reports to incorporate new high-converting terms
• Monitor competitor listing changes and adjust your strategy accordingly
• Check for any Amazon-suppressed listing content that needs attention

The best Amazon listing optimization services continually test and refine content for better performance, not just fix problems reactively.

Pro tip: Ask your account manager about the last three listing optimizations they made based on performance data. The answer reveals whether they’re proactively optimizing or just maintaining.

5. Audience Targeting Refinement (Not Simply One-and-Done)

What should happen: Your account manager should continuously refine audience targeting based on performance data to maximize ROI.

What usually happens: Initial audience targeting remains static, missing opportunities to reach new customer segments or optimize for higher-converting audiences.

Effective audience targeting includes daily attention to:

• Analyzing demographic performance data to identify high-value customer segments
• Testing new audience segments with controlled budget allocations
• Refining negative targeting to eliminate wasted ad spend
• Evaluating new-to-brand versus repeat customer acquisition costs
• Adjusting targeting based on seasonal buying pattern shifts

Pro tip: Ask your Amazon account manager how they’ve refined audience targeting in the last month. The best managers can show specific examples of audience optimization that improved campaign performance.

6. Competitive Intelligence Gathering (Not Just Occasional Checks)

What should happen: Your Amazon account manager should systematically track competitor activity, pricing strategies, and listing changes to inform your strategic decisions.

What usually happens: Sporadic competitive checks with little systematic analysis or strategic application.

Daily competitive intelligence includes:

• Tracking price changes from top competitors
• Monitoring competitor advertising strategies and placements
• Analyzing new product launches in your category
• Identifying shifts in competitor keyword strategies
• Evaluating competitor promotional calendars

The Amazon marketplace changes daily—your competitive intelligence should too.

Pro tip: Request weekly competitive intelligence briefings showing major changes in your category. This forces systematic tracking rather than anecdotal observations.

7. Search Engine Optimization Beyond Amazon (Not Just In-Platform SEO)

What should happen: Your account manager should coordinate your Amazon SEO strategy with broader search engine visibility to capture traffic from multiple sources.

What usually happens: SEO efforts focus exclusively on Amazon’s internal search, missing valuable external traffic opportunities.

Comprehensive Amazon SEO optimization includes daily attention to:

• Aligning Amazon product content with Google search trends
• Monitoring external traffic sources and conversion rates
• Coordinating content across your DTC site and Amazon listings
• Optimizing for voice search and mobile discovery
• Leveraging Amazon Posts and other social commerce features

Pro tip: Ask your account manager how they track and optimize for traffic from external search engines. Many won’t have a solid answer because they’re focused solely on Amazon’s internal search.

Why Most Amazon Account Managers Fall Short

If your Amazon seller account management isn’t delivering exceptional results, you’re not alone. Most account managers struggle with these daily tasks because:

1. They manage too many accounts — Quality suffers when spread across dozens of brands
2. They lack specialized expertise — Many are generalists without deep PPC or SEO knowledge
3. They’re reactive rather than proactive — Putting out fires instead of preventing them
4. They rely too heavily on automation — Using tools as replacements rather than supplements to human expertise
5. They operate in silos — Without coordinating with broader marketing efforts

How to Evaluate if You Need a New Amazon Management Service

Ask yourself these questions about your current Amazon account management:

• Has your account manager presented proactive advertising strategies in the last 30 days?
• Do you receive regular competitive intelligence that influences your campaign strategy?
• Has your organic ranking improved for key terms in the last quarter?
• Is your PPC efficiency consistently improving month-over-month?
• Does your account manager proactively optimize your product listings based on performance data?

If you answered “no” to two or more of these questions, it’s time to reevaluate your Amazon management company.

What Sets the Best Amazon Seller Account Management Apart

The best Amazon account management services distinguish themselves through:

• Specialized expertise in each aspect of Amazon selling
• Proprietary data and analytics that provide unique insights
• Cross-functional teams rather than individual account managers
• Strategic rather than transactional relationships with clients
• Transparent reporting that connects activities to outcomes

At Canopy Management, our approach combines specialized human expertise with proprietary technology. Our teams handle all seven critical daily tasks while providing strategic guidance that’s driven impressive results:

• 84% average year-over-year profit growth for our partners (not typical of Amazon sellers with standard account management)
• 99.1% partner retention rate
• $3.21 billion in revenue managed

Next Steps: Elevate Your Amazon Account Management

If you’re ready to experience the difference that elite Amazon seller account management can make, we invite you to take these next steps:

1. Evaluate your current performance gaps using our Amazon account health assessment
2. Schedule a consultation with our Amazon experts to discuss your specific challenges
3. Explore how our dedicated account management team can drive sustainable growth for your brand

Don’t settle for an Amazon account manager who merely maintains your presence. Partner with a team that drives daily progress toward your long-term goals.

Canopy Management is a full-service marketing agency for Amazon, Walmart, and TikTok sellers. Our team consists of multi-million dollar, omni-channel entrepreneurs, industry leaders, and award-winning experts.