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 hundreds of Amazon vendors worldwide. This allows me to challenge conventional thinking and provide advice that reflects the evolving realities when 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