Amazon Introduces Virtual Account Manager

Amazon’s Seller Discussion forum had a flurry of activity last week after the online retail giant sent out an email to its sellers informing them about the new Virtual Account Manager (VAM) program. While most sellers pondered what the cryptic email actually meant, others commented that they were experiencing a feeling of dread over the “suggested improvements to increase your selling potential.”    

In case you didn’t receive one of these emails, here it is so you can see it for yourself:


Amazon understands.
You face unique business challenges and have individualized priorities with regards to growing your business on the Amazon Marketplace. We have found that Sellers benefit from a direct relationship with the Amazon Services team, connecting you with the right business development opportunities and suggested improvements to increase your selling potential.

That’s where VAM comes in.
During 2013, Virtual Account Manager (VAM) will offer you a blend of personalized activities and opportunities that match the unique characteristics of your business. You will be connected with business development and growth opportunities, best practices, and simple actions you can implement to fine-tune your Amazon Marketplace business.

What to expect:
VAM will connect you with information that includes a specific call to action, then monitors your progress, and follows up to evaluate. Within six weeks of the first communication VAM will send a final email to review your results.

What do we ask of you?
VAM will primarily communicate with you via emails sent from so please ensure that emails from VAM do not fall into your junk/spam folder.

Please open and consider all opportunities and suggested improvement actions as they are based on your unique business needs.

We look forward to working with you during 2013.

Thank you for selling on

The Amazon Marketplace VAM Team


So far, the feedback from sellers appears to range from sellers who are cautiously optimistic about the program to others who have expressed concern that it is “just another report card to obsess over.”

Some feel that this is going to be similar to some of eBay’s seller suggestions along with strong “encouragements” to get with the program. As an example, improving photographs or adding them to your listings if you don’t already have one and improving item descriptions.

Since this is only speculation on what Amazon is really up to, for now we’ll have to wait and see.


About our Guest Blogger This guest post was contributed by Kat Simpson. Kat is a trusted eCommerce author, speaker, educator, and entrepreneur. Kat Simpson has been a successful eCommerce merchant for over 10 years; is an eBay Education Specialist and Gold Level PowerSeller, as well as a successful Amazon merchant. Currently Kat is the hosts the popular weekly eCommerce Podcast That Kat Radio.


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