How to navigate Amazon Vendor Negotiations in 2026

As the retail landscape continues to shift, Amazon Vendor Negotiations (AVNs) have become one of the most complex — and misunderstood — conversations for Amazon Account Managers.  

At our recent community event, Patrick Murray brought together three experts to share how they’re approaching AVNs strategically in 2026. In this article, we’ll reveal their thoughts on: 

• What brands get wrong 
• What Amazon values 
• What it takes to walk away with trade terms that set you up for a profitable year

About the contributors 

With more than 35 years of ecommerce experience, these experts have managed numerous negotiations and relationships with Amazon. 

• Martin Heubel, Strategy & Amazon Consultant at Consulterce 
• Vlad Terentiev, Ecommerce Director at TRIP 
• Melis Kip, Ecommerce Lead at Tangle Teezer 

Here are the 10 top tips from their talk. 

#1 Prepare early 

Many Amazon Managers will tell you that the AVN processes have become increasingly difficult over the years. As a result, teams are starting to prepare for them earlier and earlier.  

Successful AVNs don’t start in December or January. They start months earlier with data, clarity, and internal alignment. 

“Over the last few years, [AVNs] have become difficult and tedious for many of us to execute,” says Martin Heubel, “One of the best ways to kick start the process is to really look at your numbers. And not only by looking at your top, bottom line or operational performance metrics, but particularly by understanding how your share as a brand has evolved. Have you gained share? Have you stayed steady or have you declined in visibility?” 

Preparation should include: 

• Detailed analysis of year-on-year category share 
• A full P&L review including chargebacks, shortages and contributions 
• Understanding your reliance on Amazon vs their reliance on your brand 
• Pinpointing where margin is leaking and where you can credibly push back 

Before you start, Vlad Terentiev recommends every brand ask this question: 

“As a brand, why do you need this AVN? What can you get out of it?” 

If you can’t answer that clearly, you’re not ready. 

#2 Build the relationship before you need it 

While strong relationships won’t guarantee a favourable outcome, weak relationships can guarantee a painful one. Building relationships with your Amazon Vendor Managers allows you to take a proactive approach to the negotiation period.  

Melis Kip closed her 2026 AVNs in record time, and she credits the time spent relationship-building before negotiations began. 

“Having that relationship not only with the Vendor Manager, but also the Category Leaders has really worked in our favour.” 

How to build relationships with Amazon 

• Book short, regular check-ins throughout the year 
• Bring Category Leaders into conversations, not just VMs 
• Use WhatsApp or fast channels when appropriate 
• Send a people person to the negotiation 
• Where possible, negotiate in-person 

Taking each of these steps will help you achieve an outcome that benefits both Amazon and your brand, quickly and effectively. 

#3 Set the narrative early 

One of the most important tactics of 2026 AVNs is ensuring that you present your story first. If Amazon frames the conversation around their needs, you spend the rest of the negotiation fighting your way out. 

“For the initial session make sure that you negotiate into the agenda,” says Martin. This allows you “to open with your side of the story. You want to kind of set the frame under which you are willing to negotiate and that can go a long way.”  

Come prepared with: 

• Your growth narrative 
• Clear performance context 
• Your contribution margin story 
• Proof points for planned advertising or visibility investments 

Opening statements matter more than people think. 

#4 Align internally and educate upwards 

One of the biggest challenges in AVN season isn’t Amazon; it’s internal misunderstanding. 

Executives often underestimate the complexity of Amazon’s economics or assume it mirrors traditional retail negotiations. Delivering that educational piece across different areas of the business – finance, ops, marketing, and leadership – prevents last-minute pressure to “just get it signed”.  

In the long term, your Amazon Lead needs to position themselves as a trusted expert and not just a messenger. This makes everything easier to manage. 

#5 Know what you can leverage 

Most brands enter AVNs reacting to Amazon’s requests rather than shaping the negotiation themselves. One of the best ways to prepare for your negotiation strategy is to be clear about what you’re willing to give and what you want in return. 

Vlad shared, “Try to prepare your weapons. You will always have to give something, so try to bring 5-6 things that you want to put on the table as a gift and be clear on what you’ll ask for in return.” 

Your ‘weapons’ might include: 

• Exclusive or selective product listings 
• NPD launches 
• Supply-chain improvements 
• Increased advertising or DSP activity 

Your ‘asks’ could include: 

• Cost price increases 
• Reduced MDF 
• Free returns 
• Operational concessions 

Without a prepared tradeable list, you’re going in unarmed. 

#6 Use selection strategically 

One of the most overlooked levers in an AVN is assortment control. Amazon always wants full selection, but brands should not always give it. 

“Amazon will always want selection,” said Melis, “I think that is your huge lever in your AVN to actually say ‘I'm not giving you all this selection unless you give me XYZ.’” 

Holding back low-margin, high-volume or strategically sensitive SKUs can create meaningful negotiation currency. 

#7 Know when more value is on the table 

Pressure from Amazon often signals the opposite of what you think. If they’re pushing hard for deadlines, escalations, or “sign today or else”, continue the negotiations. They likely have more room to move. 

“If Amazon proposes flat terms, it typically means that you can reduce them,” says Martin, “It’s usually a warning sign… you probably gave them more than what they needed last year.”  

Trust your prep and don’t be rushed.  

#8 So, when do you sign? 

All the complexity can be stripped away with one line: 

“If you got what you wanted all along. That’s when you sign.” 

Closing should be a strategic decision, especially if major changes are coming shortly after. 

#9 AVNs don’t end when the contract is signed 

Amazon has fundamentally shifted toward Always-On Negotiations, meaning brands must treat negotiations as a constant process. 

Martin shared that it’s important to “Set regular meetings to keep communication channels open and intervene whenever KPIs deviate. AVN is a milestone, not the whole story.”   

Your Joint Business Plan should include: 

• Quarterly reviews 
• Operational KPI tracking 
• Advertising and visibility performance 
• Strategic alignment on category role 

In 2026, accountability needs to go both ways. 

#10 Be clear on your relationship with Amazon 

Amazon is too large and too commercially driven to act as a true partner. Instead, you need to focus on your partnership with your individual Vendor Managers. If you deliver growth, they will invest in the relationship. 

Final thoughts 

Ultimately, brands who approach AVNs as a strategic, year-round process see the most successes. 

With preparation, clarity, relationship-building, and well-defined negotiation levers, you can enter 2026 AVNs with confidence. This will allow you to walk away with vendor terms that strengthen your Amazon business. 

Thank you to our speakers and sponsors

We want to extend a huge thank you to Martin, Vlad and Melis for their contributions to our AVN discussion, and a huge thank you to our event sponsor - Xnurta and Carbon6 - for facilitating. It was a truly insightful conversation. If you missed out on this event, but want to hear about our next one, keep an eye on our events calendar.