Your Vendor Manager doesn't care about your products or brand. 🔥🌶️ They have l
By Martin Heubel · May 20, 2026 · Curated by George's Blog
Your Vendor Manager doesn't care about your products or brand. 🔥🌶️ They have limited knowledge about your category and see your products mainly as an ASIN number with weight and product dimensions.
And that's on purpose.
When I tell this to my clients, there's often an uncomfortable moment of silence. But it's important to understand that approaching #Amazon like traditional B&M retailers won't lead to:
❌ More visibility on-site
❌ A better partnership
❌ Less profitability pressure
❌ …
Amazon is a process-driven company. Their management differentiates between Inputs (the work required) and Outputs (the result).
In Amazon Retail, Outputs are centred around sales and profit growth. So if you want to gain their attention, pivot your discussion to the Inputs your Vendor Manager cares about:
✅ Improving confirmation rates
✅ Reducing vendor-lead-times
✅ Meeting perfect inbound scores
✅ Improving Average Selling Prices
✅ Cleaning up your distribution
It's a fundamentally different approach compared to how you may be working with other retailers. But the only one that unlocks the closest comparable to a traditional trade partnership.
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#amazonvendor #amazonstrategy