The AVN Course
More structure. More impact. More success in your annual negotiations.
Learn from over 150 real AVNs with brands like Philips, Josera, Gimborn, and many more how to build your AVN storyline, your terms architecture, and your escalation strategy, and how to win with them in annual negotiations.
- Structure your AVNs clearly and traceably
- Argue terms confidently, backed by facts
- Escalate with confidence without risking relationships
- Achieve measurably better terms
150+AVNs led and supported
These brands trust Hello Brands
And many more we are not allowed to name.
Developed by ex-Amazon managers and former sales managers on the manufacturer side. Based on a proven system of strategy, storyline, and ready-to-use templates.
What to expect
Optimally prepared
Get structured playbooks for every Amazon conversation.
The perfect storyline
Learn to position your brand convincingly with data and strategy.
Terms architecture
Target terms built from actuals. Value instead of flat concessions.
The Hello Brands system
Frameworks, scripts, escalation. Practice from over 150 annual negotiations.
About the course
A masterclass for manufacturers who want to negotiate with Amazon at eye level.
You learn hands-on how to counter demands, defend your terms, and negotiate with confidence: step by step, with real examples from over 150 negotiations.
Course content
Three modules. One system.
01Lay the foundation7 lessons, over 80 minutes
This module gives you a comprehensive understanding of your starting position, Amazon's goals, and your own negotiation leverage. Learn how to use pain points, highlights, and investments strategically to prepare your storyline.
What you learn
- The complete guide to your AVN preparation: clear structures, checklists, and KPIs to prepare every conversation professionally.
- Uncover hidden losses and turn them into negotiation leverage: identify pain points, price their impact, and use them as levers.
02Terms & storyline12 lessons, over 120 minutes
Learn how to develop your individual terms architecture and build your AVN storyline logically, convincingly, and profitably.
What you learn
- Your individual terms architecture with real value: terms Amazon accepts while protecting your margin.
- The perfect storyline for your negotiation: a coherent, data-driven story Amazon cannot ignore.
03Negotiation & execution5 lessons, over 40 minutes
Learn how to handle Amazon's tactics with confidence, defuse counterarguments, and negotiate with the Hello Brands system.
What you learn
- The communication system that works even under pressure: conversation techniques from practice for calm, control, and clarity.
- The negotiation roadmap for lasting results: run every conversation with a system, from argumentation to close.
You get
- Preparation & planning: category, goals, checklists.
- Quantifying pain points: PPVs, PQVs, chargebacks, availability, calculating impact.
- Target terms architecture: terms with real value, limiting dependencies.
- PCOGS planning file: KPIs and goals for 12 to 36 months.
- Talking points: challenge techniques, calibrated questions, labeling, mirroring.
Inner Circle
Pro plan only...and there is more.
With the Pro plan, you also join the Hello Brands AVN Inner Circle: the protected space for manufacturers who want to negotiate better. Join a strong network that learns together, shares openly, and achieves better results every year.
Monthly live calls
Moderated exchange with ex-Amazon managers on strategies, cases, and new ideas.
Quarterly roundtables
In-person networking events with manufacturers at your level.
Exclusive templates
Access to our internal tools, checklists, and frameworks for your perfect AVN preparation.
Plans
Two plans. One goal: better terms.
Get long-term access to the course that helps manufacturers across Europe negotiate more successfully. Or step up to the Pro version with live calls, community, and exclusive roundtables.
Basic
€7,900
The entry point for ambitious negotiators.
Ideal for self-starters who want to walk into their next annual negotiation with structure, right away.
- 30-minute analysis call
- Long-term access to the complete masterclass
- Condensed knowledge from over 150 AVNs and more than 25 years of Amazon
- Template for your individual terms architecture
Pro
12 months
On request
For manufacturers who want to set the benchmark in their industry: strategic, connected, prepared.
Everything in Basic, plus:
- 1:1 live negotiation training as a role-play with ex-Amazon managers
- Monthly live calls with Hello Brands experts and other manufacturers
- PCOGS planning file for up to 24 months plus further internal templates
- Access to the Inner Circle (network & exchange)
- Quarterly in-person roundtables
Add-ons (Pro plan only)
- Audit of your current situation€5,000
- Pitch deck & PowerPoint check€1,500
- 1:1 call with Dirk or Marc (60 min.)€1,000
- Category & competition analysis€2,000
- Creation of your individual 3-year business plan€5,000
The AVN course and all packages are offered exclusively to businesses: manufacturers, brands and their employees acting in a professional capacity. We do not enter into contracts with consumers.
Value
This course is more than knowledge. It is your personal negotiation edge: including frameworks, storylines, templates, and real case studies.
Results
Imagine sitting in your next AVN knowing exactly what the other side will say next. You know their goals, you have your arguments ready, and you lead the conversation.
Origin
This system comes from real insiders: ex-Amazon managers who have run hundreds of annual negotiations, on both sides of the table.
Course author
Dirk Brederecke
Ex-Amazon manager, founder of Hello Brands
Dirk Brederecke is an ex-Amazon manager with experience from over 100 AVNs at the European level. He developed, tested, and refined the Hello Brands negotiation system himself: in real conversations with global manufacturers and decision-makers.
- As a mainstage speaker at the Amazon Sales Kongress 2025, he presented a complete business case live on stage together with a globally operating brand.
- Multiple successful live workshops with leading brands prove that his method works: measurable, repeatable, successful.
- Today he shares his complete system for the first time in a masterclass that gives manufacturers their negotiation power back: with Amazon and every other retail partner.
FAQ
Frequently asked questions
Who is this course for?
For manufacturers, vendors, brand and key account managers who want to negotiate with retail partners like Amazon at eye level: structured, confident, and profitable.
Can I access the course materials after finishing?
Yes! Both the Basic and the Pro plan include long-term access to the masterclass plus the respective templates.
How is this course different from other negotiation trainings?
The AVN negotiation course is based on real experience from over 100 annual negotiations with Amazon and leading retail partners. Not a theory course, but a field-tested system with clear frameworks, storylines, and templates that works in real AVNs.
Is there personal support or mentoring?
Yes. In the Pro plan you get the live calls with other manufacturers, moderated by ex-Amazon managers, as well as the quarterly roundtables. On top of that, the Pro plan lets you book 1:1 sessions with Dirk or Marc to address your individual questions directly.
How quickly will I see results?
Many participants report more clarity, structure, and confidence after the very first preparation unit. The system is built so you can apply it immediately to your current annual negotiation.
What is the refund policy?
The AVN negotiation course gives you immediate access to all content, frameworks, and templates, and with that to real insider knowledge. Since the entire course is available right after purchase, we do not offer refunds after login or download. If you have questions before booking, we are happy to help personally to make sure the course really fits your goals.
Are the in-person roundtables really live?
Yes. Four times a year we organize in-person roundtables for all Pro plan participants. The Pro plan runs for 12 months from booking, so you are guaranteed to join four events. Finger food, drinks, the venue, and exciting speakers are included. You only cover your own travel.
It is time to act
This course is not for everyone.
It is for manufacturers who finally want to win their annual negotiations: no more debating, but leading. If you are ready to take control, protect your margins, and negotiate at eye level, secure your access now.
The best negotiators do not wait. They act.
Get access nowAVN course Basic€7,900