Amazon doesn't think of you as a partner. And the sooner you accept that, the be
By Ant Finch · April 23, 2026 · Curated by George's Blog
Amazon doesn't think of you as a partner.
And the sooner you accept that, the better your account will perform.
Amazon thinks of you as a supplier.
One of thousands.
Evaluated on margin, availability and whether your products convert.
That's just how the model works.
The vendors who struggle are the ones chasing a partnership.
Spending energy on relationship management, hoping goodwill from a lunch or a QBR will soften the tough conversation.
It won't.
The vendors who win treat Amazon exactly as Amazon treats them.
Commercially. Systematically. Without emotion.
They fix fill rates before being asked.
They know their Net PPM before the VM does.
They bring data to every conversation, not brand decks.
You don't need Amazon to like you.
You need Amazon to need you.
What would change in your account if you stopped trying to be liked?
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🚀 I help Amazon vendors increase their margins by 5-20% in 90 days.