#Joybuy just launched in March but is already creating major headaches for Europ
By Martin Heubel · June 11, 2026 · Curated by George's Blog
#Joybuy just launched in March but is already creating major headaches for European #Amazon 1P vendors.
The platform has entered categories like Beauty, Pet Food, and Personal Care – aggressively discounting major brands sourced through distributors. Amazon price-matches it, then asks its 1P suppliers to fund the margin difference.
But if you think that's bad news, it gets worse:
The Grocer reports that Joybuy plans to launch a third-party marketplace model, giving resellers a welcome opportunity to broaden their revenue stream beyond Amazon.
That's also great news for shoppers. But for brands, Amazon price-matching a new market entrant with virtually no market share is a serious problem.
Vendor Managers are already tasked with recouping the margin loss through cost support and compensation requests. And if a brand refuses to fund the gap, Amazon can block their sales entirely.
𝗘𝘃𝗲𝗻 𝗶𝗳 𝘁𝗵𝗮𝘁 𝗯𝗿𝗮𝗻𝗱 𝗵𝗮𝘀 𝗻𝗼 𝗱𝗶𝗿𝗲𝗰𝘁 𝗿𝗲𝗹𝗮𝘁𝗶𝗼𝗻𝘀𝗵𝗶𝗽 𝘄𝗶𝘁𝗵 𝗝𝗼𝘆𝗯𝘂𝘆.
But the real lesson here isn't even about Joybuy.
👉 It's that most brands still lack control over their distribution.
If you don't know who is buying your products and who is reselling them online, you're operating without the most basic commercial defence available.
Selective distribution agreements, authorised reseller policies, and the willingness to enforce consequences are no longer optional. Instead, they're the new basic requirement in a world where new market entrants are challenging Amazon on price.
#amazonvendor #amazonstrategy