MerchantSpring Marketplace Masters

In this episode of Marketplace Masters, host Paul Sonneveld [https://www.linkedin.com/in/paulsonneveld/] is joined by Josh Cowan [https://www.linkedin.com/in/joshuatcowan/], 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.

In this episode of Marketplace Masters, host Paul Sonneveld [https://www.linkedin.com/in/paulsonneveld/] welcomes back Oliver Tomaschewski [https://www.linkedin.com/in/oliver-tomaschewski/], founder and managing director of DiCommerce, a leading consultancy specialising in Amazon account management.  With over nine years of experience and nearly 100 negotiation sessions, Oliver shares his insights into navigating Amazon's AVN landscape, securing favourable terms, and growing market share for vendors.  Tune in to discover the latest trends and strategies in the marketplace industry!

In this episode of Marketplace Masters, host Paul Sonneveld [https://www.linkedin.com/in/paulsonneveld/] welcomes Hailee Johnson-Engelbert [https://www.linkedin.com/in/hailee-johnson-engelbert-a5a988122/], co-founder of Cartbloom, a Walmart-first advertising agency. They dive into the unique strategies for building and scaling successful businesses on Walmart's platform, leveraging Walmart's Connect advertising suite. Haley shares her extensive background in e-commerce, starting at Amazon and transitioning to advertising roles that led her to join the inaugural Walmart Connect Marketplace team.  Listeners can expect insights into the distinct best practices for marketing on Walmart, highlighting the differences from Amazon. Tune in for valuable expertise on navigating the Walmart marketplace landscape!

In this episode of Marketplace Masters, host Paul Sonneveld [https://www.linkedin.com/in/paulsonneveld/] welcomes back Amazon vendor strategist Martin Heubel [https://www.linkedin.com/in/martinheubel/](Consulterce) to reveal the findings from his latest vendor survey, conducted in partnership with Stratably. With input from over 180 brands across North America and Europe, the survey offers the most detailed look yet at how the 2025 Amazon Vendor Negotiation (AVN) cycle played out. The results? Amazon pushed harder than ever—raising trade terms by an average of 91 basis points, tightening its grip through increased AVS accruals, higher basic rules, and stricter payment terms. Martin breaks down the key levers Amazon used, and how only 7% of brands managed to negotiate their terms down—thanks to data-driven preparation, cross-functional alignment, and strategic positioning. The conversation dives deep into the tactics that work—and those that don’t—in today’s vendor landscape. Martin explains why outperforming your category on Amazon can actually reduce your leverage, how Direct Fulfillment can be used to offset margin pressure, and why many brands are shifting focus from straight payments to scalable investments tied to performance. For those looking to redirect ad spend into margin-accretive ASINs instead of blanket trade term increases, Martin outlines how to build a compelling ROI-based argument Amazon will take seriously. He also shares forward-looking strategies to prepare for AVN 2026, including how to engage category leadership early, anchor negotiations on value, and escalate wisely when needed. This episode is a must-listen for any vendor leader navigating the complexities of Amazon’s evolving demands. As a bonus, all registrants receive access to Martin’s full survey results. To connect with Martin directly, visit consulterce.com [https://www.consulterce.com] or reach out on LinkedIn.

In this episode of Marketplace Masters, host Paul [https://www.linkedin.com/in/paulsonneveld/] welcomes Anthony Willis [https://www.linkedin.com/in/marketplaceadvisor/], Director of Amazon Innovation at Horison Marketing, a leading full-service Amazon agency in the UK.  Anthony shares his extensive e-commerce experience, which spans over 15 years and includes expertise in brand management, distribution, and logistics. The discussion focuses on innovative strategies for driving growth within an agency, highlighting Horison's unique community-led growth approach.  Instead of traditional methods like appointment setting or conference attendance, Horizon emphasises the importance of engaging with the Amazon seller community through their free educational platform, SKOOL, which offers valuable content in the form of videos, podcasts, and webinars.  Tune in to learn how this approach is shaping the future of agency growth and seller support in the marketplace.