+20% on Amazon next year. Where exactly is that coming from? It’s planning seaso
By Zemitzsch · October 23, 2026 · Curated by George's Blog
+20% on Amazon next year. Where exactly is that coming from?
It’s planning season. Most Amazon planning meetings I’ve been in start the same way: someone puts 15, 20 or 30% growth on a slide and backs it up with “the category is growing”.
The question that rarely gets asked is where that growth will actually come from. Without that answer, nobody can tell if the target is realistic or what budget it needs.
That’s why I wrote a three part series on Amazon planning for 2027. Part 1 is live on the Front Row blog.
The hands-on part, which you can do this week:
1. Take your last 12 months of Amazon revenue
2. Split it into branded, non-branded paid and non-branded organic
3. Write down who in your company actually moves each branch
Branded revenue is mostly created outside of Amazon: brand building, influencers, TikTok Shop, repeat customers. Non-branded is where your account management has real leverage.
Most brands who do this see quickly how much of their growth target isn’t decided in the Amazon account at all. Better to know that before anyone signs off on a number.
Part 2 follows soon: why category growth is a misleading benchmark