๐๐บ๐ฎ๐๐ผ๐ป ๐๐ถ๐๐ ๐ถ๐ป ๐๐ต๐ฒ ๐๐ต๐ผ๐น๐ฒ๐๐ฎ๐น๐ฒ ๐ฏ๐๐ฑ๐ด๐ฒ๐.
By james-wakefield-amazon-consultant ยท September 10, 2026 ยท Curated by George's Blog
๐๐บ๐ฎ๐๐ผ๐ป ๐๐ถ๐๐ ๐ถ๐ป ๐๐ต๐ฒ ๐๐ต๐ผ๐น๐ฒ๐๐ฎ๐น๐ฒ ๐ฏ๐๐ฑ๐ด๐ฒ๐.
That is why it never gets what it needs.
Every year the planning cycle starts. Each channel gets a line. Tesco. Sainsbury's. Amazon. A revenue target and a margin expectation.
The supermarkets get treated like retail. Amazon gets treated like another wholesale customer.
But Amazon is not a wholesale account. It is a channel you run yourself. You set the content. You run the ads. You manage the catalogue. You fix the problems.
No other customer asks that of you.
Tesco has a buyer who manages the range. Amazon has a system that expects you to do it all.
The brands that plan for Amazon like a retail channel invest differently. They budget for content production. They budget for advertising. They budget for operations.
The brands that plan for Amazon like a wholesale line item send a price list and wait for orders.
Then they wonder why the channel flatlines.
๐ง๐ต๐ฒ ๐ฝ๐น๐ฎ๐ป๐ป๐ถ๐ป๐ด ๐ฐ๐๐ฐ๐น๐ฒ ๐ฑ๐ฒ๐ฐ๐ถ๐ฑ๐ฒ๐ ๐๐ต๐ฒ ๐ผ๐๐๐ฐ๐ผ๐บ๐ฒ. If Amazon sits in the wrong budget line, it gets the wrong level of support.
Most brands fix this after they fail. The smart ones fix it before.