The common strategic mistakes I see Amazon vendors make.
By Ant Finch · June 25, 2026 · Curated by George's Blog
The common strategic mistakes I see Amazon vendors make.
The tactics change constantly, but the mistakes don't.
Building a sales budget without a margin budget underneath it.
Treating Amazon as a single channel instead of a portfolio of products with individual commercial roles.
Chasing category share on products that can't support the cost of winning it.
Letting the vendor manager set the agenda. The brands with the strongest Amazon relationships have their own agenda.
Reacting to Amazon instead of anticipating it. CRAP, AVN asks, cost price pressure...none of these are surprises if you're watching the right numbers.
Investing in advertising before fixing the basics. Ad spend on a poorly optimised PDP, an unprofitable product, or an uncompetitive price doesn't fix anything.
Confusing activity with progress. More Sku's, more campaigns or more promotions isn't always better.
Making long term strategic decisions based on short term Amazon data. Six weeks of poor sell through is not a trend.
Underestimating the cost of poor operational performance. PO Confirmation rate, lead times, ASN compliance aren't just metrics. They directly affect how Amazon treats you commercially.
Waiting for Amazon to tell you there's a problem. By the time they do, it's already going to be very expensive to fix.
The brands building something sustainable on Amazon in 2026 are thinking further ahead.
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