One of the things I always check when I look at an Amazon vendor account is the
By Ant Finch · May 13, 2026 · Curated by George's Blog
One of the things I always check when I look at an Amazon vendor account is the promotional calendar.
Why...?
I've seen a lot of brands spending significant money on Amazon events without really knowing the return.
Here's a simple way to think about it.
Every promotional event on Amazon should be doing one of two things:
1. Bringing in customers who wouldn't have found you at full price.
2. Defending a position a competitor would take if you weren't visible.
If it's doing neither it's not a promotion.. it's a discount.
The brands I've seen manage this best don't run fewer events. They just get really clear on the purpose of each one before they spend a penny.
To do this they ask the following questions..
Is this event acquiring new customers or rewarding existing ones?
What does our sales velocity look like in the two weeks after?
What would happen if we didn't fund this one?
Those three questions alone change how you allocate spend.
What's the last Amazon event you funded where you were really confident in the return?
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🚀 I help Amazon vendors increase their margins by 5-20% in 90 days.