Amazon Vendor | Annual Vendor Negotiations 2025: What Really Happened?

In this episode of Marketplace Masters, host Paul Sonneveld welcomes back Amazon vendor strategist Martin Heubel (Consulterce) to reveal the findings from his latest vendor survey, conducted in partnership with Stratably. With input from over 180 brands across North America and Europe, the survey offers the most detailed look yet at how the 2025 Amazon Vendor Negotiation (AVN) cycle played out. The results? Amazon pushed harder than ever—raising trade terms by an average of 91 basis points, tightening its grip through increased AVS accruals, higher basic rules, and stricter payment terms. Martin breaks down the key levers Amazon used, and how only 7% of brands managed to negotiate their terms down—thanks to data-driven preparation, cross-functional alignment, and strategic positioning.

The conversation dives deep into the tactics that work—and those that don’t—in today’s vendor landscape. Martin explains why outperforming your category on Amazon can actually reduce your leverage, how Direct Fulfillment can be used to offset margin pressure, and why many brands are shifting focus from straight payments to scalable investments tied to performance. For those looking to redirect ad spend into margin-accretive ASINs instead of blanket trade term increases, Martin outlines how to build a compelling ROI-based argument Amazon will take seriously. He also shares forward-looking strategies to prepare for AVN 2026, including how to engage category leadership early, anchor negotiations on value, and escalate wisely when needed.

This episode is a must-listen for any vendor leader navigating the complexities of Amazon’s evolving demands. As a bonus, all registrants receive access to Martin’s full survey results. To connect with Martin directly, visit consulterce.com or reach out on LinkedIn.