Something I've learned from a lot of Amazon VM conversations over the years. The
By Ant Finch · May 16, 2026 · Curated by George's Blog
Something I've learned from a lot of Amazon VM conversations over the years.
The ones that go best are never just about sales.
The vendors who consistently get the most from their VM relationships
Better support, better positioning, better outcomes in terms.. are the ones who turn up with the full commercial picture.
Not just "here's our growth plan."
But "here's our growth plan, here's what it does for your category P&L, and here's what we need to make it work for both of us."
That's a different conversation because your VM isn't just managing your account. They're managing a category. And they will invest their time and support where the commercial case is clearest.
If you're a £2m vendor with a credible plan for £3m and you can show Amazon what that does for their margin as well as yours, you become a very different priority.
The commercial case that includes their P&L as well as yours is the one that gets taken seriously.
What would your growth conversation look like if you built it around Amazon's numbers, not just your own?
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🚀 I help Amazon vendors increase their margins by 5-20% in 90 days.