GEMBA

GEMBA is a term derived from the Japanese word "genba" (現場), meaning “the real place.” In Amazon’s context, a GEMBA review involves physically or virtually reviewing a vendor’s operations to understand how processes work in practice - such as manufacturing, packaging, warehousing, and shipping.

In supply chain discussions, GEMBA is used to:

• Identify bottlenecks or inefficiencies in the vendor’s processes
• Align Amazon’s and the vendor’s expectations on operational standards
• Ensure compliance with Amazon’s packaging, labeling, and fulfilment requirements
• Support root cause analysis for recurring issues (e.g., delays, damage, chargebacks)

It’s a collaborative effort between Amazon and the vendor to improve end-to-end execution, increase on-time delivery, and reduce costs.

💡 Example: “Amazon scheduled a GEMBA at our warehouse to better understand our prep process and find ways to reduce PO defects.”

In short:
GEMBA is a hands-on business process review Amazon conducts with vendors to evaluate and improve real-world operations - especially in the supply chain.