JBP

A Joint Business Plan (JBP) is a strategic planning framework used by Amazon and its first-party (1P) vendors to align on commercial targets and build a structured roadmap for mutual growth. JBPs are typically created annually or bi-annually and involve cross-functional collaboration between retail, marketing, supply chain, and finance teams.

Core elements of a JBP may include:

• Sales and revenue targets
• Product assortment expansion
• Marketing and promotional calendars
• Operational improvements (e.g., fill rate, chargeback reduction)
• Investment commitments (e.g., AVS support, coop spend, traffic-driving programs)

Benefits of a JBP:

• Strengthens strategic partnership with Amazon
• Increases planning transparency and accountability
• Helps vendors unlock premium marketing opportunities and support
• Aligns Amazon’s algorithms and automation (HOTW) with vendor goals

💡 Example: A beauty brand agrees to launch 10 new SKUs, invest in seasonal promotions, and maintain 95% in-stock rate as part of their 2024 JBP with Amazon.

In short:
JBP is a formal growth plan co-created by Amazon and a 1P vendor - aligning both parties on goals, strategies, and shared responsibilities for the upcoming period.