Amazon Strategy 2.0 – from vendor to seller or broker model

Bastian Littek explains why the vendor model is becoming less attractive for brands and manufacturers.

Those were the days – when managing an Amazon retail account (“Vendor Model”) translated into enormous growth every year. Of course, expenses also grew year on year – Amazon Vendor Managers demanded a bigger piece of the cake every year: higher purchasing conditions, fixed marketing expenses & fees for participation in programs such as Amazon Vine or ARA Premium (Amazon Retail Analytics). Even though Amazon has never been an easy customer, both sides were (mostly) satisfied with the results of the annual agreements. More and more often this is no longer the case.

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