By Martin Heubel, Amazon Strategy Consultant at Consulterce
There’s no denying it: Amazon is maturing its Pan-European Vendor Management structures in FMCG categories.
Vendors who refuse to work with Amazon on a regional level will face major challenges in 2025/26:
- Expansion into new markets will be put on hold
- Smaller markets will be left without Vendor Manager support
- Limited access to EU initiatives and programs
So how should brands react?
By transforming their account management structures with the online retailer.
This doesn’t mean you have to change your internal P/L ownership structures.
But it means that you must grant a central team the mandate to negotiate terms on behalf of EU markets.
So if you want to create an effective Pan-European Amazon management, you need to know how to separate tasks between your local and regional teams:
Local teams take ownership of:
- Selection management
- Shopper activation campaigns
- Local P/L account management
Regional teams take ownership of:
- Annual vendor negotiations
- Supply chain and cost-saving initiatives
- Portfolio innovation and reporting workstreams
Need clarity on your roadmap to a pan-European account management structure with Amazon? Feel free to get in touch.
