Most vendors come to their Vendor Manager with a long list of demands. They trea
By Martin Heubel · June 12, 2026 · Curated by George's Blog
Most vendors come to their Vendor Manager with a long list of demands. They treat #Amazon like a traditional buyer and then wonder why they don't see traditional results.
Here's what the top 1% of vendors do differently:
They don't bring problems to Amazon.
They bring solutions.
They understand that VMs are measured on multiple KPIs:
👉 Selection
👉 Profitability
👉 Operational processes
👉 Cost-to-serve customers
99% of brands in your category show up with problems:
❌ "Your Net PPM demands are too high"
❌ "We need longer delivery windows"
❌ "Can you help us reinstate ASIN X?"
So guess what happens if you do the exact opposite and proactively inform your VM about achievements, process improvements, and solutions you have put in place:
✅ "We used AVS and VC support to reinstate ASIN X within 24 hours, safeguarding 1% in Net PPM."
✅ "We implemented EDI order confirmations and shortened our delivery window by 0.5 business days."
✅ "We cannot meet your Net PPM target this year. But we've prepared a Direct Import proposal that helps protect your CM."
Same problem, different positioning.
Completely different outcome.
The key here is to understand Amazon's underlying needs, address them and then use your Vendor Manager to get over the final hurdle.
Even if you still need their help, signalling that you've done the groundwork yourself (rather than dumping the problem on their desk) changes the conversation entirely.
Try it.
And then let me know how it changed your relationship with Amazon.
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