How to Improve AVS Performance on Amazon Through Clear Ownership and Commercial Alignment

Brands often invest in Amazon Vendor Services (AVS) with the goal of gaining better operational visibility, quicker issue resolution, and a more stable Amazon partnership. AVS can provide valuable assistance in these areas. However, its commercial impact is entirely dependent on how focused the program’s direction is and how effectively it is woven into the brand’s overarching Amazon strategy. Market Rocket frequently encounters brands that receive regular AVS support but see no meaningful improvement in performance because the work performed is disconnected from key commercial drivers like availability and demand.

Clear Direction Ensures AVS Workstreams Deliver Impact

AVS output is much more effective when the brand sets the priorities. It should not be based only on automated reports; instead, brands should set quarterly goals. These might include resolving suppressed ASINs, improving how stock is replenished, or fixing catalogue errors. This ensures AVS activity helps achieve measurable progress.

Without this clear direction, AVS will naturally focus on general reporting or just reacting to issues. This does not address the real operational problems that limit performance. Therefore, strong management is essential. It ensures that every task contributes to better visibility, higher conversion, or improved availability.

Forecasting Must Remain Controlled Internally

AVS can highlight gaps in stock flow or unexpected changes in demand. However, it’s important not to delegate forecasting to the programme. Reliable forecasting must incorporate internal commercial planning, expected advertising exposure, external promotions, and lead times. Furthermore, you need to consider the stock depth required to maintain stability when visibility increases.

Market Rocket frequently finds that brands follow AVS forecasting suggestions that do not align with their intended exposure. This leads to unnecessary overstock on slower lines or constraints on core products. Ultimately, brands achieve stronger outcomes when AVS insights are treated as inputs rather than final direction.

Catalogue Health Directly Influences Operational Predictability

Brands can benefit from AVS by addressing hidden listings, rectifying broken product variations, and organising inconsistent product details. This is vital. Why? This is because issues with the product catalogue can lead to customer confusion, cause demand to shift between related products, and complicate the process of predicting sales.

Furthermore, a poorly structured catalogue spreads traffic across products with different sales histories. Consequently, predicting demand becomes much tougher. Both direct-supply and self-fulfilled models benefit from a stable catalogue. Ultimately, this stability helps with accurate planning and reliable demand flow.

The Strongest Performance Comes From Shared Ownership

AVS gives valuable access to Amazon’s internal systems and delivers operational insight that brands cannot get on their own. However, AVS does not define a commercial strategy. Furthermore, it does not manage profitability or decide how visible a brand should be. The brands that get the best returns on their AVS investments combine this service with internal or external ownership for forecasting, profitability, demand generation, and content optimisation. This ownership is important because it ensures operational improvements support wider commercial goals, instead of operating separately.

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