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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?

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