Cut cost prices to Amazon. Close the AVN. Delist those ASINs that got a cost pri
By Martin Heubel ยท November 6, 2026 ยท Curated by George's Blog
Cut cost prices to Amazon. Close the AVN. Delist those ASINs that got a cost price decrease. Level the customer P&L? โ ๐ค
This is the negotiation playbook CPG executives love to apply with Amazon.
But if that's your AVN strategy for 2027, I have bad news for you:
๐๐บ๐ฎ๐๐ผ๐ป ๐๐ผ๐ป'๐ ๐ฎ๐น๐น๐ผ๐ ๐๐ผ๐๐ฟ ๐ฏ๐๐๐ถ๐ป๐ฒ๐๐ ๐๐ผ ๐ด๐ฟ๐ผ๐. ๐โ
Instead, you'll face:
- CRAP delistings
- Advertising ineligibility
- Buy Box suppressions
- Reduced PO volumes
- VMs demanding margin guarantees
- Amazon terminating your account
- VMs blocking your 3P account
And that's just the tip of the iceberg.
Yes, a bait-and-switch strategy worked in 2022.
It doesn't work anymore in 2027.
Vendor Managers now follow strict margin targets and missing them means Amazon will stop growing your account. You can fight this business model all you want. But if you want to protect sales continuity and sales growth, you better define a negotiation strategy that considers the margin realities of your biggest online retailer.
How will you go about it?