RVR

 Within Amazon’s Retail (1P) business model, RVR is a key growth mechanism driven by Vendor Managers (VMs) and Category Leaders.
They seek out potential brands or manufacturers to become Amazon Retail Vendors, who sell inventory directly to Amazon rather than through Seller Central (3P).

The RVR process combines data-driven selection analysis (assortment gaps, customer demand, category trends) with strategic outreach and negotiation to onboard new partners that can enhance Amazon’s retail offering.

Stages of the RVR Process:

1. Identification:
   • Using category analytics and Retail Analytics (RRA / ARA) data to find high-potential brands or product gaps.
   • Prioritising brands with strong market presence or unique value propositions.
2. Outreach:
   • Vendor Managers contact the target brand to present the 1P model.
   • Amazon highlights benefits such as scale, Prime eligibility, and operational support.
3. Negotiation and Onboarding:
   • Discussing trade terms, funding structures, and VIR / PPA / PPV agreements.
   • Setting up the vendor account in Vendor Central (VC).
   • Aligning on logistics models (e.g., Planned Replenishment (PR), Direct Fulfilment (DF), or Vendor Flex (VF)).
4. Launch and Growth:
   • Initial PO issuance and catalogue creation.
   • Retail Readiness review (content, images, compliance).
   • Integration into RGM (Revenue Growth Management) and Vendor Growth Plan (VGP) frameworks.

Benefits for Amazon:

• Selection expansion: Fills product gaps in high-demand or underserved categories.
• Customer satisfaction: Broader range of brands and availability.
• Strategic growth: Strengthens Amazon’s position in new verticals or geographies.
• Vendor diversification: Reduces dependency on a limited number of suppliers.

Benefits for Vendors:

• Access to scale: Direct partnership with Amazon Retail (1P model).
• Prime visibility: Products automatically eligible for Prime delivery.
• Operational support: Amazon handles fulfilment, returns, and customer service.
• Brand growth: Opportunity to reach millions of customers worldwide.

Challenges:

• Complex onboarding: Requires adapting to Amazon’s operational and compliance standards.
• Commercial pressure: Vendors must meet performance KPIs (PPM, PPOOS, VLT).
• Limited control: Amazon sets retail prices and manages inventory once onboarded.

Why It Matters:
RVR fuels Amazon’s selection flywheel — more brands lead to more selection, which attracts more customers and sales.
It’s a strategic initiative that underpins Amazon’s marketplace dominance by continuously refreshing and expanding its 1P vendor base.

Example:
Amazon’s EU RVR team identifies a fast-growing eco-friendly cosmetics brand trending in offline retail.
After outreach and negotiation, the brand joins Vendor Central under Planned Replenishment (PR), and its products launch as Amazon Retail offers with Prime eligibility.

In short:
RVR (Retail Vendor Recruitment) is Amazon’s process of discovering, engaging, and onboarding new vendors into its 1P Retail model - expanding selection, improving category depth, and driving customer satisfaction.