VGP

VGP is a core component of Amazon’s AVS (Amazon Vendor Services) programme.
It provides vendors with a clear roadmap of the metrics and actions needed to unlock better performance and accelerate sales.

The plan is customised for each vendor and normally includes a combination of:

• retail fundamentals
• content optimisation
• supply chain improvements
• advertising strategy
• promotional planning
• catalog expansion opportunities

Common metrics included in a VGP:

• in stock rate
• lost buy box rate
• glance view share
• conversion rate
• traffic growth benchmarks
• chargeback and shortage reduction
• PO confirmation rate (VCR)
• STR (sell through rate)
• ASP or margin improvements
• advertising ACOS/ROAS goals

How VGP is used:

• reviewed monthly or quarterly with vendors
• forms the basis for AVS performance discussions
• measures progress against target KPIs
• highlights actions needed by both Amazon and the vendor
• used to justify budget allocation for ads or promotions

Benefits for vendors:

• clarity on what Amazon expects and prioritises
• structured guidance from the AVS specialist
• better alignment with Amazon’s retail strategy
• more predictable growth and improved operational health
• increased likelihood of PO growth and feature placements

Benefits for Amazon:

• improved retail readiness across vendor catalogs
• stronger customer experience
• higher in stock availability
• more efficient supply chain
• increased category performance

Example:
A vendor with low in stock rates and weak content receives a VGP outlining improvements such as raising in stock to 95 percent, fixing PDP images, running Sponsored Products campaigns, and reducing shortages by 20 percent.

Why It Matters:
A VGP provides a clear, actionable plan for improving a vendor’s overall performance and reinforcing Amazon’s retail standards, making it a central tool in AVS partnerships.

In short:
VGP (Vendor Growth Plan) is a strategic improvement plan created by the AVS Brand Specialist to guide a vendor’s retail, operational, and marketing performance on Amazon.