Virtually all major manufacturers are now experiencing unusual negotiating situations with Amazon. For many, the Amazon marketplace strategy has become a real challenge.
In this interview, Amazon specialist Markus Fost transports listeners and viewers into the world of marketplace strategies, both on Amazon and in terms of From his expert perspective, he explains how particular negotiating situations arise and how they can be dealt with. Fost has been advising a range of manufacturers and retailers since 2009 and draws on cross-industry expertise and experience. Covering everything from brand shops and backend conditions to strategic vendor services, he gives in-depth insights into the background of an Amazon retail strategy and offers valuable tips on the best ways to conduct Amazon negotiations.
Who is the interview at?
The interview is aimed not only at those preparing to negotiate such conditions, but also at anyone currently selling products via the Amazon vendor program or marketplace. Fost uses his specialist knowledge to carry out a comparison of the two programmes in regard to how and from which point in time each Amazon business model is suitable.
Insights: Amazon action strategies
As part of a deeper insight, the audience also learns about sponsored products and the effectiveness of marketing services: it’s important for vendors to identify the best marketing services for their individual needs and then to professionally manage and monitor them. Fost illustrates his statements with concrete examples that make it easy for the audience to follow along.
For those offering products via the vendor program, in particular, things can get interesting regarding Amazon sanctions. Fost explains Amazon’s own strategies in detail and illustrates them with specific example to ensure that the background is quickly understood by the viewer – for example, how a product can be blacklisted as a result of CraP. If none of the products in a product range have ever been subject to a “CRaP-out”, advises the expert, margin potential is being gifted to Amazon.
Suggestions regarding Amazon optimisation from the perspective of the retailer are given at the end of the interview. Three important points are raised in this regard: country-specific content optimisation, management of complex marketing measures and account handling.
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Markus Fost, MBA, is an expert in e-commerce, online business models and digital transformation, with broad experience in the fields of strategy, organisation, corporate finance and operational restructuring.Learn more