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May 26, 2025 12:00AM

Amazon's Pan-European shift demands vendor adaptation by 2025. Brands must establish central teams for EU negotiations while maintaining local teams for market-specific operations.

Martin Heubel | Link to post

There's no denying it: #Amazon is maturing its Pan-European Vendor Management structures in FMCG categories.

Vendors who refuse to work with Amazon on a regional level will face major challenges in 2025/26:

โŒ Expansion into new markets will be put on hold
โŒ Smaller markets will be left without Vendor Manager support
โŒ Limited access to EU initiatives and programs

So how should brands react?

ยป ๐—•๐˜† ๐˜๐—ฟ๐—ฎ๐—ป๐˜€๐—ณ๐—ผ๐—ฟ๐—บ๐—ถ๐—ป๐—ด ๐˜๐—ต๐—ฒ๐—ถ๐—ฟ ๐—ฎ๐—ฐ๐—ฐ๐—ผ๐˜‚๐—ป๐˜ ๐—บ๐—ฎ๐—ป๐—ฎ๐—ด๐—ฒ๐—บ๐—ฒ๐—ป๐˜ ๐˜€๐˜๐—ฟ๐˜‚๐—ฐ๐˜๐˜‚๐—ฟ๐—ฒ๐˜€ ๐˜„๐—ถ๐˜๐—ต ๐˜๐—ต๐—ฒ ๐—ผ๐—ป๐—น๐—ถ๐—ป๐—ฒ ๐—ฟ๐—ฒ๐˜๐—ฎ๐—ถ๐—น๐—ฒ๐—ฟ. ยซ

This doesn't mean you have to change your internal P/L ownership structures.

But it means that you must grant a central team the mandate to negotiate terms on behalf of EU markets.

So if you want to create an effective Pan-European Amazon management, you need to know how to separate tasks between your local and regional teams:

๐Ÿ‡ฉ๐Ÿ‡ช๐Ÿ‡ฌ๐Ÿ‡ง๐Ÿ‡ช๐Ÿ‡ธ ๐—Ÿ๐—ผ๐—ฐ๐—ฎ๐—น ๐˜๐—ฒ๐—ฎ๐—บ๐˜€ ๐˜๐—ฎ๐—ธ๐—ฒ ๐—ผ๐˜„๐—ป๐—ฒ๐—ฟ๐˜€๐—ต๐—ถ๐—ฝ ๐—ผ๐—ณ:
1- Selection management
2- Shopper activation campaigns
3- Local P/L account management

๐Ÿ‡ช๐Ÿ‡บ ๐—ฅ๐—ฒ๐—ด๐—ถ๐—ผ๐—ป๐—ฎ๐—น ๐˜๐—ฒ๐—ฎ๐—บ๐˜€ ๐˜๐—ฎ๐—ธ๐—ฒ ๐—ผ๐˜„๐—ป๐—ฒ๐—ฟ๐˜€๐—ต๐—ถ๐—ฝ ๐—ผ๐—ณ:
1- Annual vendor negotiations
2- Supply chain and cost-saving initiatives
3- Portfolio innovation and reporting workstreams

Need clarity on your roadmap to a pan-European account management structure with Amazon? Feel free to get in touch.

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How are you responding to Amazon's push for Pan-EU ownership structures?

Let me know in the comments.

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