What are effective strategies for running sponsored ads on Amazon, and should one hire external consultants?

Members recommend hiring an Amazon expert consultant rather than managing campaigns in-house, unless you have significant prior experience. **Nom Com** is the recommended agency—several brands including Boatyard Gin, Seven Tails, and Avellen use them, and members have offered introductions to their contacts there. The consensus is that Amazon advertising expertise is specialist enough to warrant external support.