Most brand manufacturers have a love-hate relationship with online retailer Amazon.
Why is that?
They are not much fun to work with because the sales conditions and the opaque company structure make every e-commerce decision-maker feel uncomfortable. The Amazon Vendor Program has long since ceased to represent the classic B2B business. Hardly any manufacturer still has a personal contact and the conditions are only marginally negotiable.
In our 13 years of Amazon management experience, we have therefore focused on the Amazon Seller Program. In the past, the vendor program was still required as a brand manufacturer to be able to use the display benefits (such as A+ content or videos), but since the introduction of the Brand Registry and the launch of Premium A+ content for Amazon Sellers, this is no longer necessary. After the number of sellers increased almost 4 years ago, Amazon has focused heavily on improving the opportunities for brand manufacturers enormously.
