In this episode of Marketplace Masters, host Paul Sonneveld is joined by Josh Cowan, Sales Director at Intero Digital and former Amazon Vendor Manager, to tackle one of the most urgent issues facing vendors today: getting cost price increases approved by Amazon. With tariffs, labour, and materials costs on the rise, many vendors are facing margin pressures—but Amazon isn’t budging easily. Drawing on his years inside Amazon and on the agency side, Josh explains why Amazon’s pushback isn’t new, but the volume of requests is—and what brands can do to build a persuasive, data-backed case. 

Josh unpacks how Amazon evaluates pricing claims, what supporting evidence actually matters, and why success often hinges on timing and strategic trade-offs. He outlines how brands with no vendor manager can still influence outcomes—by being relentless, precise, and prepared. You'll learn when to ask (hint: not before Q4), what to avoid (automated price protection agreements), and how to use levers like promo funding, bulk buys, and CSA agreements to increase Amazon’s willingness to concede.

Whether you’re dealing with central support black holes or considering a switch to Seller Central, this episode is filled with practical advice from someone who’s negotiated from both sides of the table. For brands serious about strengthening margin strategy, protecting long-term pricing power, and getting Amazon to say yes, this conversation is essential listening.