The rules of selling on #Amazon 1P have changed (again). Gone are the days when
By Martin Heubel ยท June 2, 2026 ยท Curated by George's Blog
The rules of selling on #Amazon 1P have changed (again). Gone are the days when Vendor Managers only focused on Net PPM.
Today, conversations turn multidimensional, fast. VMs now have ASP, Net PPM and CM targets to hit. And brands that don't meet them?
๐ ๐ง๐ต๐ฒ๐ ๐ณ๐ฎ๐ฐ๐ฒ ๐๐ต๐ฒ ๐ต๐ถ๐ด๐ต๐ฒ๐๐ ๐ถ๐ป๐๐ฒ๐๐๐บ๐ฒ๐ป๐ ๐ฑ๐ฒ๐บ๐ฎ๐ป๐ฑ๐ ๐๐ฒ๐ฎ๐ฟ ๐ฎ๐ณ๐๐ฒ๐ฟ ๐๐ฒ๐ฎ๐ฟ.
Most brands I talk to think that Amazon will have to adjust its operating model at some point. When in reality, it's their business that needs to adapt.
The disconnect usually shows up in behaviours like:
โ Focus on sell-in growth
โ Discounts for bulk orders
โ A 'More-for-more' investment approach
โ Annual trade negotiation focus
โ Listing the brand's full assortment
โ Low/no online channel selection
โ Treating Vendor Managers as traditional buyers
Meanwhile, Amazon:
๐ Measures profit per unit per ASIN
๐ Informs sell-in by sell-out
๐ Focuses on improving its free cash flow
๐ Wants to lower cost to serve via SCM initiatives
๐ Negotiates investments all year round
๐ Automates and offshores management processes
If you're frustrated about Amazon โnot listening to your teamsโ, chances are you're the one who needs to start listening.
Amazon has adapted its business model to the year 2026.
Can you say the same about your organisation?
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