Stop blaming #Amazon for its 'unfair' price algorithm. ✋❌ The fundamentals haven
By Martin Heubel · May 6, 2026 · Curated by George's Blog
Stop blaming #Amazon for its 'unfair' price algorithm. ✋❌ The fundamentals haven't changed in over two decades.
What has changed is your dependency on the online channel. So if anything, blame your organisation's inability to adapt to the realities of the ecommerce channel.
Tricking the algorithm with UPC changes or minor pack differentiations no longer works to avoid Amazon's price matching.
Instead of blaming Amazon, use your energy to:
- Rework your packaging for the online channel (SIPP)
- Introduce larger pack sizes that improve RSPs
- Delist structurally unprofitable SKUs
- Translate end-of-life products into Amazon exclusives
- Prioritise PCIs with price-leading retailers first
- Launch premium selection at higher price points
- Invest in training your teams on Amazon AVNs
- Develop channel-specific selection
- Use AMC to identify profitable SnS opportunities
- Introduce commercial targets to your Retail Media teams
- Explore the launch of supply chain initiatives
- Address the root causes for chargebacks and shortages
- Focus price promos/ad budgets on profitable SKUs
- …
Complain to the FTC or European Commission if you must.
But once that is done, do what's needed to succeed on Amazon. Blaming the online retailer won't move your business forward.
You'll simply lose market share to your competition whilst doing it.
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