Primary leverage includes: sales volume and growth trajectory, category importance, brand exclusivity or uniqueness, operational excellence (low chargebacks), marketing cooperation, and credible alternatives (adding 3P, working with competitors). Even smaller vendors have leverage Amazon values reliable partners who grow consistently and operate cleanly.

Professional negotiations strengthen relationships by establishing clear expectations and mutual value. Amazon expects vendors to negotiate it's built into their framework. The key is strategic aggression: pushing for fair terms while demonstrating commitment and operational excellence. We've negotiated hundreds of improvements without relationship damage.

Vendor managers have negotiated hundreds of deals; most brands negotiate once or twice. Expertise matters significantly. Expert negotiators understand Amazon's frameworks, know achievable benchmarks, recognize leverage opportunities you might miss, and avoid common mistakes that weaken position.

Yes. While annual reviews are easiest, significant performance improvements, category growth, or competitive dynamics can justify mid-cycle discussions. If current terms are significantly unfavorable, we often secure "performance-based improvement" frameworks achieving specific metrics triggers term improvements, creating a path to better economics within current contract periods.