In this follow-up episode of Marketplace Masters, host Paul Sonneveld reconnects with Josh Cowan, Sales Director at Intero Digital and former Amazon Vendor Manager, to dive into a topic every vendor should care about—retail pricing on Amazon. While last week’s episode focused on getting Amazon to accept cost price increases, this time the focus shifts to how Amazon sets retail prices, why it matters for brand value and omnichannel consistency, and how vendors can protect against price erosion. From brand perception to channel conflict, Josh breaks down why retail pricing is a strategic lever—not just a technical afterthought.

Josh shares insider insights into Amazon’s retail pricing algorithm, which is largely driven by external price matching, internal third-party offers, and overstock sell-through dynamics. He also highlights the lesser-known levers Amazon uses, like margin compression and cost-plus calculations, and explains the real impact of over-ordering, weak distributor control, and non-compliant resellers. While vendors can’t dictate retail pricing directly, Josh offers actionable strategies to influence price outcomes—from strengthening distribution policies and MAP enforcement to leveraging promotional tools and being selective about which purchase orders to accept.

This episode is a tactical roadmap for vendors who want to keep Amazon pricing aligned with broader retail goals—especially heading into AVN season, where net PPM benchmarks come under pressure. Josh’s guidance on inventory discipline, variation planning, and strategic product launches helps brands proactively manage price erosion and margin compression without sacrificing brand equity. Whether you're a global vendor or growing mid-market brand, this conversation will help you take back control of your pricing narrative on Amazon. To get in touch with Josh, connect via LinkedIn or email him at josh.cowan@interodigital.com