Discover your next big idea at PACK EXPO Las Vegas this September
Experience a breakthrough in packaging & processing and transform your business with solutions from 2,300 suppliers spanning all industries.
REGISTER NOW & SAVE

Amazon’s Vendor Incentive Program, nine months in

With the August deadline for Amazon’s incentive program looming, CPG suppliers struggle to bring their packaging into compliance while developing their overall e-commerce strategy.

Brent Lindberg, Founder and Principal, Fuseneo Inc.
Brent Lindberg, Founder and Principal, Fuseneo Inc.

When it comes to the rollout and implementation of Amazon’s Vendor Incentive Program, Brent Lindberg, Founder and Principal of design firm Fuseneo Inc., has had a front-row seat. Lindberg was involved in the development of the program, and his company is an APASS (Amazon Packaging Support and Supplier Network) member, selected by Amazon to help Consumer Packaged Goods suppliers redesign their packaging to meet its Frustration-Free Packaging requirements. In this Q&A, Lindberg provides insight on the program’s progress, nine months in.

Packaging World:

What sort of response did you hear from your existing customers or from other brand owners after the Amazon Vendor Incentive Program was announced?

Brent Lindberg:

The general sense that we get from every brand we interact with is, “We’re behind the curve and need to figure this out.”But it’s usually larger than the Vendor Incentive Program; it usually involves their e-commerce strategy as a whole.

With some new programs, once they are rolled out, unforeseen challenges can crop up that require changes/tweaks to the guidelines. Have you seen this at all with the guidelines for Amazon’s Vendor Incentive Program?

Annual Outlook Report: Sustainability
The road ahead for CPGs in 2025 and beyond—<i>Packaging World</i> editors review key findings from a survey of 88 brand owners, CPG, and FMCG readers.
Download Now
Annual Outlook Report: Sustainability
Break out of the ordinary: see what’s new in packaging & processing!
At PACK EXPO Las Vegas, you’ll see machinery in action and new tech from 2,300 suppliers, collaborate with experts and explore transformative solutions. Join us this September to experience a breakthrough in packaging and processing.
REGISTER NOW AND SAVE
Break out of the ordinary: see what’s new in packaging & processing!