Amazon vendor success
How do we win the relationship with Amazon?
Amazon manages the vendor relationship in its own commercial interest. You need to manage it just as rigorously in yours. This pillar is for Vendor brands; if you sell through Seller Central, the other four are where to start.
01
The problem
For vendors, the glory days of the vendor programme are gone. The benefits are eroding, your Amazon contacts are harder to reach, and margin pressure keeps building, while the yearly AVN negotiation asks for more each time. Amazon would like you to think it’s a mutually beneficial relationship. It isn’t.
02
How we do it
We run it like your biggest and most demanding retail account: planned, negotiated, and tracked on sales and net profitability. Promotions, advertising and AVN get planned together, not as three separate decisions no one owns end to end. We bring more than twenty years of vendor experience across the team, knowing when to push, when to hold, and how to get Amazon to back you.
03
What you get
Better terms, argued from real sales and profitability data.
A stronger hand every time you sit down with them.
A relationship you lead rather than react to.
IN ONE LINE
You lead the relationship, not survive it.
THE OFFER
Vendor negotiation and AVN support: we plan, negotiate and track the relationship on sales and net profitability, so every review works in your favour.
Not ready to talk yet? Score your vendor relationship first with the Amazon Vendor Toolkit, our free diagnostic, then come back to us when you are.
ALIGNED CASE STUDY
What do you do when Amazon wants significantly more margin?
European pet brand | Amazon Vendor
The account was operating at approximately 36% Net PPM while Amazon was pushing towards 50%. ZEAL was initially brought in on a consutlancy basis to close the gap, grow the account, and upskill the leadership team. We analysed the economics on both sides to understand where profitability could genuinely improve, where the client should negotiate and how to build a commercially informed approach to managing the Vendor relationship. The business hired us to implement the project.
466 ASINs. Just 42 represented 80% of shipped COGS.
UK pet supplies brand | Amazon Vendor
“ZEAL has given us much greater commercial clarity and confidence around our Amazon business…Their support goes well beyond analysis. They work alongside the leadership team to turn the strategy into clear priorities, help us make better decisions around investment and Vendor negotiations, and support the wider team in delivering against the plan”
Will Durrant, Managing Director. Happy Pet Products
Explore the other pillars
Amazon commercial success takes all five working together. Explore the rest:
Not sure if this is where your problem sits?
A discovery call will show you where profit and growth sit, and what to prioritise next.