⚖️ Amazon AVNs Are Broken—Here’s How Top Vendors Flip the Script

This session was recorded as part of the Amazon Vendor Summit on Day 1. In this session, Martin Heubel (Founder, Consulterce) pulls back the curtain on what really happened in 2025’s Annual Vendor Negotiations—and what winning brands are doing differently in 2026.

From anchoring strategies and net PPM myth-busting to building a defensible case using Amazon’s own operational failures, Martin delivers a tactical playbook every 1P vendor needs before stepping into AVNs this year.