The New Rules of Vendor Central: How Amazon Vendors Protect and Grow Their Margins in 2027 AVNs

The way Amazon manages Vendor Central has fundamentally changed, but most vendors are still playing by outdated rules. In this keynote, Martin Heubel shares the latest Vendor Central developments and what they signal about Amazon's future expectations of brands. Based on analysis from 250+ vendor negotiations across global enterprise brands, he uncovers consistent patterns in what works, what fails, and why margins continue to erode. The session focuses on concrete profitability levers, from negotiation strategy to structural account decisions, designed to safeguard margins beyond the next AVN cycle. This presentation is for leaders who want to move from reactive firefighting to long-term, defensible profitability on Amazon.