Amazon JBP Negotiation Training

Want better results from your next vendor negotiation? My training teaches executives proven ways to reach profitable agreements and get their previously ignored asks heard.

The most comprehensive negotiation training for Amazon Vendors.

Does Amazon take all your margin?

You know the drill: Every year Amazon asks for more funding as part of their JBP. It seems your vendor manager has already forgotten about your extra investment from last year… and the year before.

This leads to several problems, mainly:

  • Amazon has the highest cost-to-serve in your business.
  • Increasing the investment will further cut your margins.
  • It is no longer sustainable to invest more every year.
  • Managing your terms has become complex.
  • The strategic partnership has turned into a transactional debate.
  • Your teams struggle to find effective ways to negotiate with Amazon.

What’s more, most advice out there comes from self-proclaimed experts that reflect the outside perspective of an Amazon negotiation.

The problem is: These “experts” have rarely ever negotiated trade terms from start to finish themselves.

But imagine you could…

Access proven negotiation advice from a former Vendor Manager

  • Learn how to navigate annual negotiations without giving up your margin.
  • Reduce the time your teams spend on the JBP process.
  • Grow your sales without increasing your costs.
  • Know how to navigate punitive actions and turn them in your favour.
  • Learn which trade terms create value – and which don’t.
  • Turn your transactional relationship into a strategic partnership.
  • Get advice from someone with 5+ years of negotiation experience across various categories with Amazon.

What’s included?

My JBP training offers negotiation advice for 1P vendors that want to maximise the value from the agreements they reach and close profitable deals.

If you think your negotiations with Amazon could achieve better outcomes, this workshop will show you why and what to do about it.

The Agenda

This training includes a ½-day workshop with a 3-hour presentation and a 1-hour Q&A session to answer any questions your teams may have.

Lesson 1: The State of Amazon
» How the pandemic has grown the Amazon marketplace.
» Implications of Amazon’s channel segmentation for brands.
» Why Amazon’s renewed focus on CX is great news for vendors.
» What it really takes to be successful on Amazon in 2021/22.

Lesson 2: Commercial Implications
» How Amazon earns a profit and the role of vendors in this model.
» What KPIs Amazon tracks to assess the health of your account.
» How Amazon deals with unprofitable selection.
» How vendors can prevent their selection from being “CRAP’ed”.

Lesson 3: Ways to Win with Amazon
» Amazon’s scalability problem and its effect on vendor relationships.
» How brands can leverage the Amazon Flywheel in their favour.
» Why brands need to own their relationship with Amazon.
» How to profitably manage cross-channel prices with Amazon.
» Why vendors should set up Amazon Acceleration Teams.

Lesson 4: Deconstructing the JBP Process
» Understanding the lifecycle stages of Amazon vendors.
» How to determine if an EU or local approach is right for you.
» Why you probably negotiate with the wrong stakeholders.
» Detailed breakdown of trade terms and their ROI.
» The role of supply chain programs in annual negotiations.
» How a focused Amazon strategy helps to outperform your competitors.
» How to build strong relationships with Amazon and why they matter.

Lesson 5: How to Master the Amazon JBP
» The principles of successful Amazon negotiations.
» How to leverage financial disputes in the negotiation process.
» Which metrics to obsess about when making investment decisions.
» How to unlock the hidden negotiation levers of an Amazon JBP.
» How to position your asks during the kick-off meeting.
» The secret tactics Amazon uses to negotiate.
» How vendors can create a balance of power during the JBP.
» How to embrace escalations and turn them to your advantage.
» How to close negotiations profitably.

Bonus: Q&A
» Q&A to answer any of your questions (approx. 1 hour).

Why this JBP training is different

Few Amazon trainings offer so many unique benefits as this one. Here are some of them:

  • This training is delivered face-to-face via Zoom or Teams, it is not automated or recorded.
  • You can invite as many members of your team as you like.
  • You’ll get a copy of the training material after the workshop.
  • The workshop complements the tactical advice from your agency partner.
  • The training was specifically designed for Amazon vendors.
  • It includes a Q&A session to answer any questions you may have about your particular business case.
  • As an Amazon Vendor Manager, I have negotiated 5 JBP cycles with dozens of SMEs and large multinationals, consistently exceeding negotiation targets by over +200%.


My JBP training offers a ½-day workshop including a Q&A session. The investment is £5,000. It is not uncommon for my clients to achieve an ROI of 20-25x after just the Q&A session.

You can apply via the button below. I am currently accepting clients for the 2021/22 JBP cycle.

Please note that available training slots are limited. To secure yours, please reach out as soon as possible.

But don’t take my word for it…

The depth of detail has opened our eyes how to really negotiate with Amazon.

Fabian K., Sr. Executive at Fortune 500 company

We used to rely on our marketing agency to help us during our JBPs with Amazon. But this training has given us the structure and confidence to ask for more and return to a mutually profitable growth path.

Adam J., CEO of a leading UK distributor

Martin’s approach to the workshop was considered, calculated and deliberate – there was a lot of detail, but nothing unnecessary. The structure of the workshop facilitates effective planning as you go along, supported by the Q&A follow-up, and was delivered brilliantly.

NAM of globally leading FMCG brand

​This workshop enabled us to build a true 360-degree view of the JBP process from the outset and helped lay the foundations to understand how we take a balanced and well-thought approach to future planning with Amazon. The most valuable element of the workshop was the clear and defined structure from start to finish. Particularly the step-by-step elements of the JBP process. This really helped us to understand considerations from Amazon’s perspective, which will enable us to plan for true joint growth plans.

– Senior Digital Channel Manager of global FMCG brand

About Martin Heubel

Hi, I’m Martin Heubel – founder of Consulterce and ecommerce strategy consultant, based in London, UK.

Prior to being a consultant, I was a Sr. Category Manager at Amazon. I worked with Nestlé, Mondelēz, Mars and many others to turn their digital retail operations into high-performing, eight-figure businesses.

Portrait Martin Heubel, Founder & Director Consulterce

Today, my mission is to help 1P vendors raise their profit margins with Amazon. I bring over five years of hands-on experience, successfully advising CPG & Household brands master their bottom-line.

If you want to run a more effective and profitable business, we should talk! I can help you with that.