Data matters on Amazon, but never underestimate the power of good working relationships in driving real growth.
Amazon runs on numbers, yes – but it’s not numbers alone that shape your outcomes.
As pointed out by our Head of Vendor, Travis Chappell, there are still people behind every portal – and the relationships you build with them?
They can make a real difference to your brand’s performance.
The benefits of great working relationships
Treating your Amazon point of contact as more than just an email address or ticket system can unlock lots of advantages for your brand – think:
- Advance notice about upcoming programmes and opportunities.
- Clarity on the reasons behind Amazon’s requests.
- Practical help and even faster resolutions when operational challenges crop up.
- A collaborative partnership that supports sustainable, long-term growth.
The reality?
Whether they’re an advocate for your brand or not often comes down to how you choose to engage.
And the brands that invest time and effort in these connections often find Amazon less transactional, and more co-operative.
How to build your Amazon Relationship
We’re not saying you need to make endless smalltalk or over-engineer every interaction – it’s just about communicating with intention.
- Don’t just reach out when there’s a problem, share updates on progress and wins too – and thank them when their help has given you an extra edge.
- Show that you value their perspective – Amazon teams see patterns across multiple categories and brands, and their insight can be invaluable in guiding your decisions.
- Be proactive – if you know a challenge is coming, flag it early. Collaborative problem-solving always trumps last-minute firefighting.
- And keep it clear, consistent and professional – reliable, constructive interactions go a long way in building credibility and trust.
The Bottom Line
In a retail landscape built on data, it’s easy to forget the human layer.
But in our experience? The brands that nurture their Amazon relationships with care are the ones who end up best placed to gain context, unlock support and build a more sustainable Amazon strategy.
And if you’d like some expert assistance to drive long-term, sustainable growth from outside the Amazon ecosystem too?
Our award-winning teams are ready to help – click here to get in touch.