Amazon isn’t your retail partner anymore, and it’s negotiating like it.

In this episode of Marketplace Masters, Paul Sonneveld is joined by Martin Heubel, founder of Consulterce and former Amazon senior vendor manager, to unpack which AVN tactics have stopped working and what to do instead heading into 2027. Drawing on his 2026 vendor negotiation study, Martin shares why only one in ten vendors found this year’s negotiations collaborative, and how leaner Amazon teams are changing the game.

You’ll learn:

• Why Net PPM targets keep moving, and how to push back when Amazon’s own discounts are the problem
• How to build a cost price increase case that survives Amazon’s scrutiny
• Why low-ASP portfolios leave you exposed, and how premiumizing creates a counterbalance
• What to check when Amazon calls a seemingly healthy product unprofitable
• When a 3P alternative gives you leverage, and when it backfires
• Martin’s top three moves to make before your 2027 negotiation