Amazon Business Model Deep Dive

The Digital Deep Dive With Aaron Conant

Martin Heubel is the Strategy and Amazon Consultant at Consulterce, a strategy consultancy helping B2C household and CPG brands increase their 1P vendor profits on Amazon. As the founder, he has over five years of experience assisting CPG and household brands to master their bottom line. Before Consulterce, Martin was a Senior Category Manager at Amazon, where he helped brands such as Nestle and Mars turn their digital retail operations into high-performing, eight-figure accounts.

In this episode…

During Q4 in 2022, Amazon withdrew inventory to prevent overstocking, disrupting availability and trade relationships between brands, Amazon, and suppliers. With this risk aversion impacting supply and demand, how can brands remain savvy to sustain inventory and profits?

According to Amazon consultant Martin Heubel, Amazon Vendor Negotiations (AVN) are crucial in developing an operational strategy for the coming year. During these mediations, Amazon determines fair trade agreements, including product pricing and margins, that brands must observe to prevent listing removals, Buy Box suspension, and inventory shortages. Maintaining stock and profitability requires analyzing your portfolio structure to mitigate risk and engaging with Amazon throughout the year. It’s imperative to understand and manage your margins, orders, catalogs, and financials to communicate market value and stay relevant.

Martin Heubel, Strategy and Amazon Consultant at Consulterce, is Aaron Conant’s guest on today’s episode of The Digital Deep Dive. They discuss the current and future states of Amazon’s business model. Martin also shares how brands can maintain inventory in 2023, advice for winning AVNs, and how the platform’s risk aversion affects brands.