Your Amazon promotional funding isn't a marketing investment. For most vendors,
By Ant Finch · May 1, 2026 · Curated by George's Blog
Your Amazon promotional funding isn't a marketing investment.
For most vendors, it's an Amazon margin support fund with no accountability attached.
Think about how it usually works:
Funding gets agreed during terms often as a percentage of turnover.
It gets allocated to events Amazon wants, not necessarily ones you'd choose.
Nobody measures whether those events drove incremental volume or just pulled forward sales you'd have made anyway.
The funding renews next year because it's always been there.
And the cycle repeats.
Promotional spend on Amazon should do one of two things:
Acquire customers who wouldn't have found you organically.
Or defend a position a competitor would take if you weren't visible.
If it's doing neither it's not a promotional investment.
It's a cost of being listed, dressed up as a growth lever.
When did you last measure what your Amazon promotional spend actually returned?
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