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By Martin Heubel · January 12, 2026 · Curated by George's Blog
AVNs don't help fix your profitability with #Amazon. ❌
They reveal the homework you have ignored between negotiation cycles.
The ASINs you wanted to delist but kept to reach sales targets?
The packaging improvements you delayed because of high costs?
The exclusive items that your leadership thought weren't necessary?
All those decisions affect your Net PPM with Amazon.
Which means one thing:
𝗬𝗼𝘂𝗿 𝗻𝗲𝗴𝗼𝘁𝗶𝗮𝘁𝗶𝗼𝗻 𝘀𝘂𝗰𝗰𝗲𝘀𝘀 𝗶𝘀 𝗱𝗲𝗰𝗶𝗱𝗲𝗱 𝗼𝘂𝘁𝘀𝗶𝗱𝗲 𝘁𝗵𝗲 𝗔𝗩𝗡 𝗰𝘆𝗰𝗹𝗲.
Vendors that:
✅ Actively managed their portfolio mix
✅ Focused ad budgets on margin-accretive listings
✅ Improved product packaging
✅ Launched test and learns on SCM initiatives
✅ Delisted unprofitable low ASP items
They are the ones who get their demands heard. And they are the ones that raise their cost prices, reduce trade terms and close their AVNs well ahead of everyone else.
If you only take one thing away from this post, let it be this:
There are no 'hacks' or 'quick-fixes' to AVNs with Amazon.
You need to do the work in between negotiation cycles.
Need help defining an #Amazon strategy that sets your business up for success in 2026? Send me a PM! 📩
#amazonvendor #amazonstrategy