You can’t sell what you don’t have. But the impact of out-of-stock on Amazon runs far deeper than missed orders…
Lots of failed Amazon growth plans don’t simply crumble under the pressure, they unravel quietly through stock decisions that leave customers empty-handed – something always duly noted by the retail giant.
And unlike elsewhere in retail, when your Amazon availability drops, the algorithm responds quickly, suppressing discoverability and weakening performance signals in ways that make it tough to regain both organic and paid momentum when stock returns.
As our CEO Andrew Banks explains, “In the Amazon world, one week out of stock will cost you six weeks’ worth of sales because your visibility and velocity will drop.”
But worryingly? It’s still one of the most common pitfalls our experts see brands not planning for.
Why it matters for 2026
Those of us well versed in the world of Amazon know that this isn’t a forgiving time for those looking for an easy ride – margins are tight, competition is intense and marketplace success depends on being relentlessly on top of the fundamentals.
The brands that will win through 2026 and beyond will be the ones who run Amazon as a rigorously commercial channel, doing every element exceptionally well – and your inventory should be right at the top of the list.
“Amazon stock can’t be the afterthought, it has to be the first thought.”
Emma Pickard, Head of Seller at Venture Forge
Why? Because if your stock runs out, Amazon will actively reset your performance. Rank slips, impetus stutters, ads lose their efficiency, Buy Box share weakens.
So what are the biggest “don’ts” to watch out for, and what should your brand be doing instead?
Where brands go wrong
Most brands who struggle with stock planning do so because they’re treating it as something to “manage afterwards” and focusing first on other growth targets.
For brands with an Amazon presence though, it’s a costly disconnect that leaves you vulnerable when demand spikes or your own supplies tighten and/or makes you less agile and able to react.
Worse, some brands aren’t properly aware of just how punishing out-of-stocks can be on the marketplace, treating them more as short-term blips rather than the performance resets they actually are, with the potential to affect your Amazon account for months to come.
The most common stock-related mistakes we see include:
- Forecasts that don’t account for demand signals.
- Inventory planned for “average weeks” rather than peak seasons.
- Media plans that aren’t aligned with supply constraints.
- Slow internal decision-making when demand spikes.
- No clear ownership over Amazon availability.
Each one increases your chances of running out of stock, and extends the recovery time when you do.
How to do it right
If Amazon is a priority channel for you in 2026, now’s the time to move stock to the top of your planning list so you can build your strategies around resilience rather than reaction.
In real terms? That means:
- Forecasting based on demand signals and velocity as well as revenue targets.
- Aligning your inventory decisions with promotions, launches and media activity.
- Stress-testing your availability around peak periods.
- Creating clear ownership and paths for escalation when stock risks appear.
- Measuring availability as a commercial KPI rather than something operational.
The idea is to make sure that, even if risks do appear, you’re prepared for the unexpected – and agile enough to respond rapidly.
The Bottom Line
Availability is a key part of your strategy on Amazon, and the brands that treat their stock as foundational are the ones that can consistently protect their visibility, velocity and momentum.
If you’d love to stay ahead of the curve and make sure your brand never spends months recovering ground you already held, our experts can help – get in touch today.
And for more growth insights for 2026?
Don’t miss our upcoming Beyond the Listings episode – dropping at 10am on January 29th, we’ll be breaking down what a real Amazon growth plan looks like this year, from stock and forecasting to media, NPD and team structure.