By Martin Heubel, Amazon Strategy Consultant at Consulterce
How do you gain the attention of Vendor Managers in 2025? By being relevant.
Amazon buyers ruthlessly prioritise their resources to vendors that help them achieve their category targets. If you abuse their time by asking for operational support, chances are they won’t return your call.
A better way is to focus your interactions on understanding their objectives. For example:
Vendor Managers in Beauty and HPC categories are looking to improve ASP levels right now. If you can help them achieve this objective, you automatically gain relevance and their support.
The key is to understand the angle of mutual leverage.
Once you know what your Vendor Manager wants, you can focus your communication on insights that will help them achieve their targets:
- Upcoming NPD innovations
- Additional marketing budgets
- Opportunities for time-limited listing exclusivity
Remember:
You don’t need permission to send your Vendor Manager a (quantified!) overview of your boldest initiatives. This also allows you to ask for their intervention and support whenever their system gets stuck.
For further information and support, contact Martin Heubel here
