The Situation
Caleres had historically operated primarily through Seller Central, with only limited hybrid activity. While the business had built a successful Amazon presence, its ambition was to establish a direct, long-term strategic relationship with Amazon through Vendor Central.
With vendor engagement becoming increasingly restricted below certain account thresholds, securing meaningful access to Amazon and creating the right commercial framework presented a significant challenge.
The Solution
Etopia conducted a full Etopia 360 audit to assess the commercial opportunity and build a long-term Vendor strategy. The review covered end-to-end business performance, including Net PPM and vendor profitability, market share positioning, operational readiness for Vendor Central, and a three-year European growth roadmap.
Using these insights, Etopia developed a commercially aligned narrative that demonstrated both the value of the opportunity for the brand and the strategic upside for Amazon. This secured engagement with Amazon and led to a Joint Business Plan.
Detailed commercial modelling across Net PPM, returns and trading terms enabled negotiations to be driven by data rather than assumption. By allowing Amazon to present its initial proposal before responding with a fully supported commercial position, Etopia successfully secured Amazon Vendor Services (AVS) while increasing total trading terms by just 0.5%—despite AVS representing approximately 5.5% of net receipts.
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