2026 Amazon AVN Recap: Lessons From 150+ Vendor Negotiations
What Amazon asked for this cycle, what vendors actually conceded, and where 1P margin went.
September 2, 2026
12:00 ET
Why Now
The 2026 AVN cycle is closed and the terms are locked for the year for most vendors. However, many vendors signed without knowing how their concessions compared to their category. Martin Heubel gathered Insights from 150+ Vendor Negotiations and will bring the patterns he found for this session, including what Amazon pushed hardest on, which asks vendors won, and the new trade terms that showed up for the first time this cycle.
- $250M+ ad spend managed
- $3B+ in annual marketplace sales
- 120+ brands across CPG, beauty, pet, home, apparel
What We'll Cover
- Cycle outcomes: Where Amazon pushed hardest by category, and which asks vendors actually pushed back on.
- New trade terms: The programs, fees, and operational requirements Amazon introduced in 2026 and what they cost.
- Vendor P&L reality: What 1P contribution margin looks like now once co-op, chargebacks, and shortages are counted.
- The 11-month prep: What to fix before the next AVN opens, given Amazon runs more of this process by model than by manager.
Session Format
Live webinar (45–60 minutes)
Real-world examples and frameworks
Time for questions at the end
Replay available after the session
Who's Talking
Jason is the Co-Founder and Co-CEO of Nectar, a premier digital marketing agency dedicated to scaling thriving brands on Amazon. With a deep expertise in advanced advertising strategies and retail media, Jason helps 7- and 8-figure brands break through growth ceilings by shifting their focus from top-line vanity metrics to highly profitable, incremental market share gains.
Martin Heubel is a strategy consultant based in London, UK. As a former Senior Manager at Amazon, he has led several FMCG categories and helped companies like Nestlé, PepsiCo, and Mars to successfully sell online. After five years at Amazon, Martin transitioned into his role as an independent consultant. His consultancy firm Consulterce works with clients across Europe & North America and provides tailored advice for brands seeking to elevate their Amazon margins to profitable levels.
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