Why AVNs Require New Strategies to Protect Margins in 2027 and Beyond

The tactics that worked two years ago now actively fail.

Most vendors are preparing for next year's negotiations using a playbook built for a market that no longer exists.

The pressure has changed shape. Survey data shows 1 in 2 vendors now describe negotiations with Amazon as confrontational or challenging, an increase of roughly 540 basis points year on year. Dependence has moved the other way at the same time, with 1 in 3 vendors generating 60% or more of their online sales through Amazon. Harder conversations, and less room to walk away from them.

Martin Heubel has been tracking the impact of annual vendor negotiations (AVN) directly. His annual survey covers more than 225 1P vendors globally, and his analysis of the 2026 cycle publishes in September. His conclusion is uncomfortable. Several tactics that reliably worked two years ago now actively fail.

Join us live with Martin Heubel, Director and Founder at Consulterce and a former Senior Vendor Manager at Amazon, for a forward-looking session on protecting margin through AVN 2027.