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By Valerie Dichtl - The Marketplace Queen · October 16, 2025 · Curated by George's Blog
❌ „Amazon doesn’t negotiate – Amazon tests your pain threshold." 😬
In the new episode of our podcast Let’s Talk Marketplace with Amazon insider Martin Heubel , Ingrid Lommer and I dive into the annual game that never really changes - yet gets tougher every year:
👉 The yearly Vendor Negotiations with Amazon.
And if you think it’s just routine - think again. 🤔
💥 The new AVN reality: Negotiation or elimination?
Amazon has once again tightened its negotiation tactics. Many brands report massive demands for higher marketing spend, longer payment terms, and shrinking margins. 💲
Martin calls it “the pendulum of profitability” - after years of growth-driven strategy, Amazon is now reclaiming what it gave up for sales volume, pushing brands back into the profit corner.
💡 His advice:
• Prepare like you’re pitching for your business - with clear numbers, cost drivers, and investment caps. 📈
• Use Retail Media strategically to serve Amazon’s profitability goals - not blindly as a marketing budget. 💶
• And never walk into negotiations without a fallback plan - no Plan B means you’re playing Amazon’s game. 🎲
💰 Vendor Service – expensive but essential
The paid Amazon Vendor Service (AVS) is no longer a “nice to have.” 😀
Cut it – and you risk losing your Vendor Manager contact entirely. Without it, negotiating at eye level becomes nearly impossible. ⚡
🎯 Also in this episode:
• Why Amazon is tougher on U.S. brands than in Europe - and what that means for 2026.
• How hybrid models (Vendor + Seller) can work - and when they backfire.
• Why Amazon, despite billions in logistics and AI, is slowly losing its edge in innovation.
🎧 Tune in now – it’s worth it!
Spotify: https://lnkd.in/dCJN9E8E
Apple Podcasts: https://lnkd.in/dTQMpEKe
YouTube: https://lnkd.in/dh9FyRFg
And tell us honestly: When was the last time you left an AVN with a real win-win feeling? 💬 Let’s talk in the comments! 👇
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