About
Hi, I’m Martin Heubel
I’m an independent advisor to 1P brands looking to grow their vendor margins with Amazon.
Before founding Consulterce, I spent years as a Senior Vendor Manager at Amazon, working with brands like Nestlé, Mondelēz, and Mars to turn them into category-leading vendor businesses.
That experience gave me a clear view of how Amazon operates – and why so many brands struggle to protect their margins.
Today, I advise global CPG and household brands through Amazon vendor negotiations, commercial business reviews, executive workshops and high-stakes profitability initiatives.
I regularly publish proprietary research and insights from my work with 350+ Amazon vendors worldwide. This allows me to challenge conventional thinking and provide advice that reflects the evolving realities of selling to Amazon.
As seen in
Featured in
Podcast appearances
- Automated Amazon AVNs: Digital Shelf Insider
- Staying in control during AVNs: Beyond The Buy Box
- The great Amazon vendor update: Let’s Talk Marketplace
- Your 90-day AVN checklist: Carbon6
- Preparing for AVNs: Ecommerce Braintrust
- Defensive selling for vendors: Ecommerce Nurse
- Protecting your profitability: Digital Shelf Institute
- Amazon’s business model: Digital Deep Dive
Press contributions
- Better brand control for Amazon vendors: The Information
- Amazon’s new Grocery strategy: The Grocer
- Reshaping Amazon’s grocery strategy: Reuters
- Amazon pushes 1P suppliers for cost cuts: Financial Times
- Grocery ambitions stumble in Britain: Reuters
- Temu vs Amazon’s US pricing power: Financial Times
- Fighting cost price increases in the U.S.: WSJ
- Tariffs force Amazon into a balancing act: Forbes
- Amazon terminates small 1P accounts: Retail Brew