Amazon Vendor Negotiations: Protecting Profitability & Driving Growth (Martin Heubel, Strategy & Amazon Consultant at Consulterce)

AVNs are often treated as annual tactical negotiations. Why do you believe they should be approached as a long-term strategic lever instead, and what are the most common profitability leaks you see during these negotiations?

How far in advance should vendors realistically begin preparing for AVNs, and what does best-in-class preparation actually look like?

Where do vendors unknowingly give up leverage in negotiations with Amazon, and how can they shift from defensive positioning to negotiating from strength?

What signals should leadership teams watch for that indicate structural margin erosion is coming in their Amazon relationship?

Looking back at your work advising more than 200 global brands, what moments in your journey most shaped the way you think about Amazon negotiations today, and what excites you most about the opportunity for brands to rethink profitability and power within the 1P model?