AmafestUK - Amazon Sellers Conference | Navigating your annual vendor negotiation with Amazon

Hear from an experienced Ecommerce Director who’s personally negotiating complex, multi region terms with vendor managers for over 12 years.
During the talk Ant will share his personal expriences of negotiating with Amazon and how to approach, navigate and get the most out of your 2025 annual vendor negotiation.

1. Ant Finch
Antfi[email protected]
[phone]

Navigating your annual vendor
negotiation with Amazon

2. Ant Finch
An Amazon consultant with hands-on experience
15 years
selling
Office
Products
12 years
managing a
hybrid Amazon
business
1.5 years running
a full-service
Amazon agency
1 year as an
Amazon
consultant

3. 12 x AVN’s 9 X AVN’s (UK) 3 x PAN EU AVN’s 4 indirect AVN’s
My AVN Experience

4. Data Plan Educate Time Relationships
My AVN Learnings

5. Data
Understand your P&L at product level.

Know your data.

Review previous agreements.

Investigate and understand category and competitor
performance.

6. Plan
What does good look for you?

What will Amazon want?

What do you need from Amazon?

What can you give to Amazon?

Map out the discussion.

Agree the close window.

Agree the walk away point.

7. Educate
Explain the plan and process to your internal team.

Gain agreement to the plan at all levels.

Set realistic expectations.

Update key stakeholders regularly.

Share updates both good and bad.

8. Time








It’s an ongoing process.

The negotiation can take 3 – 6 months.

First mover advantage.

Don’t be in a rush to close.

Don’t be pressured to close by Amazon.

9. Relationships








Understand business and personal aspirations.

Build rapport.

Develop senior relationships.

Respect each other.

10. Cost price increases – include or exclude in your AVN.


Explore and commercialise all proposals.


If the commercials don’t stack up – say no!


Ensure your agreements are detailed and specific.


Switch investments to conditional where possible.


Think outside the box.




Recommendations

11. Who should be in the negotiation?
Category lead
Vendor Manager
Brand Specialist
Amazon Vendor
Sales Director
Account Manager
Main Negotiators
Escalation

12. Plan for all situations!



Don’t panic!



Escalate!



Don’t lose ambition!






What happens if we don’t reach an agreement?

13. Data Plan Educate Time Relationships
Summary

14. Thank you!

Any questions?

15. Ant Finch
Antfi[email protected]
[phone]

Amazon Consultant