#Amazon won't help your brand grow in expansion markets. ๐ฎ๐ช๐ณ๐ฑ๐ง๐ช๐ต๐ฑ๐ธ๐ช Ve
By Martin Heubel ยท May 2, 2026 ยท Curated by George's Blog
#Amazon won't help your brand grow in expansion markets. ๐ฎ๐ช๐ณ๐ฑ๐ง๐ช๐ต๐ฑ๐ธ๐ช
Vendors frustrated with their performance in Poland, Sweden, or Ireland often ask the same question: Why isn't Amazon doing more to support our business in these markets?
The answer is simple.
๐ Amazon Retail captures demand.
โ It doesn't build it.
If your brand is already established in a market, Amazon will serve that demand. If it isn't, forcing a PO won't change that.
It will only lead to one thing:
Unhealthy overstocks and price markdowns.
๐ฆ๐ฒ๐น๐น-๐ผ๐๐ ๐ถ๐ ๐๐ผ๐๐ฟ ๐ฟ๐ฒ๐๐ฝ๐ผ๐ป๐๐ถ๐ฏ๐ถ๐น๐ถ๐๐.
Not your Vendor Manager's.
This confusion shows up in trade negotiations too: Brands agree to "market expansion funds" expecting Amazon to build brand awareness with it. That's not what the investment does.
Instead, build local demand first:
Launch with B&M retailers, or use 3P distributors to establish your presence on Amazon.
Once that demand exists, move to 1P.
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What's been your experience launching into Amazon expansion markets? Let me know in the comments.
#amazonvendor #amazonstrategy