A coffee brand we manage on Amazon priced their bag at $30. In three days, 1P mo
By Brandon Fishman · May 19, 2026 · Curated by George's Blog
A coffee brand we manage on Amazon priced their bag at $30. In three days, 1P moved it to $45, dropped it to $28, then back up. Their MSRP never moved.
This isn't a one-off. We're seeing it across our 1P clients in 2026.
When a brand goes 1P, Amazon agrees to buy at a set cost and sell at an agreed price. That's the contract. The MSRP is supposed to hold.
This year, Amazon laid off most of its 1P vendor manager team. The people who used to monitor pricing on these accounts are gone. Pricing is running on automation now, and the MSRP isn't holding.
When your $30 product gets listed at $45, conversion drops fast. Sales velocity drops with it, and Amazon orders less on your next PO. You took a revenue hit on a decision you didn't make.
If you're a 1P brand and your prices have been swinging this year, your team didn't do anything wrong. Amazon broke its own contract.
Pull your last 90 days of price history today. Document every swing outside your MSRP. The vendor manager who would have fixed this two years ago isn't there anymore. You're going to need that paper trail to push it up the chain.
♻️ Repost if you're a 1P brand seeing this in your account.
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