Should you give your 'Nielsen' low ASP selection to #Amazon ? ✋ Chances are your
By Martin Heubel · October 16, 2026 · Curated by George's Blog
Should you give your 'Nielsen' low ASP selection to #Amazon? ✋
Chances are your Vendor Manager has asked you to list your Nielsen selection with Amazon in 2026. This refers to CPG products in low ASP categories with established market distribution.
At the same time, Vendor Managers hold you accountable to their Net PPM targets in annual vendor negotiations (AVNs).
The problem is:
𝗡𝗶𝗲𝗹𝘀𝗲𝗻 𝗽𝗿𝗼𝗱𝘂𝗰𝘁𝘀 𝗮𝗿𝗲 𝘂𝘀𝗲𝗱 𝗮𝘀 𝗹𝗼𝘀𝘀-𝗹𝗲𝗮𝗱𝗲𝗿𝘀 𝗯𝘆 𝗼𝘁𝗵𝗲𝗿 𝗿𝗲𝘁𝗮𝗶𝗹𝗲𝗿𝘀.
These products return a dilutive Net PPM on your account.
So should you even list your Nielsen selection with Amazon in the first place?
𝗡𝗼𝘁 𝘄𝗶𝘁𝗵𝗼𝘂𝘁 𝗺𝗮𝗸𝗶𝗻𝗴 𝗶𝘁 𝗽𝗮𝗿𝘁 𝗼𝗳 𝘆𝗼𝘂𝗿 𝗮𝗻𝗻𝘂𝗮𝗹 𝘁𝗿𝗮𝗱𝗲 𝗻𝗲𝗴𝗼𝘁𝗶𝗮𝘁𝗶𝗼𝗻𝘀!
If your Vendor Manager wants you to list your low ASP portfolio, make sure you:
- Ask for a 12-month chargeback waiver
- Reject Amazon's (made-up) Net PPM targets
- Give Amazon an EDLP cost price OR promo funding
- Ask for minimum order quantities / full pallet ordering
- Trade selection access for higher cost prices on other items
Remember: If Amazon wants something from you, make sure to put a price tag on it!