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By Martin Heubel · September 19, 2025 · Curated by George's Blog
Most #Amazon 1P vendors only start preparing their AVN when it's already too late. Just because your negotiations won't kick off until later in Q4 doesn't mean you should wait to prepare.
Having advised hundreds of brands on AVNs, I can confidently say:
» 𝗧𝗵𝗲 𝗯𝗿𝗮𝗻𝗱𝘀 𝘁𝗵𝗮𝘁 𝗽𝗿𝗲𝗽𝗮𝗿𝗲 𝗲𝗮𝗿𝗹𝘆 𝗮𝗿𝗲 𝘁𝗵𝗲 𝗼𝗻𝗲𝘀 𝘁𝗵𝗮𝘁 𝗰𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝘁𝗹𝘆 𝗽𝗿𝗼𝘁𝗲𝗰𝘁 𝗮𝗻𝗱 𝗴𝗿𝗼𝘄 𝘁𝗵𝗲𝗶𝗿 𝗽𝗿𝗼𝗳𝗶𝘁 𝗺𝗮𝗿𝗴𝗶𝗻𝘀. «
Preparing early gives you time to evaluate your options and define what happens if negotiations go south. This makes all the difference when leadership starts to panic.
Here's what your teams should focus on today (not just when the AVN is imminent):
✅ Document pain points and quantify their impact
✅ Map out Amazon's areas of interest
✅ Benchmark the ROI of trade investments
✅ Identify the managers of your Vendor Manager
✅ Schedule leadership meetings before the AVN starts
✅ Define clear escalation trigger points
✅ Explore your Plan B (2P, 3P hybrid) for trade disputes
✅ Etc.
Those who prepare early don't get pushed around by Amazon. Because they have already built a proactive plan to take ownership of the negotiation narrative.
Want to stop reacting to Amazon's AVN demands and start negotiating proactively with confidence? Send me a PM.
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When do you start your AVN preparation? Let me know in the comments!
#amazonvendor #amazonstrategy