--- title: Amazon Vendor Blog | James Wakefield (2) description: "James Wakefield is an Amazon Vendor expert and the founder of WAKE Commerce. \n
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Having been involved in the internet since year dot (com), James established WAKE in 2015 to share his passion for data, branding and online retail strategy. \n
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Since then, WAKE has helped leading consumer brands build a more profitable relationship with Amazon, navigate the many complexities of the platform and scale their business on the world’s biggest marketplace. \n
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With a particular focus on Vendor Central, James consults with scaling businesses that want to make Amazon work for their brand. (2)" --- [![WAKE Amazon Agency](https://www.wakecommerce.co.uk/hs-fs/hubfs/WAKE-Chaser-Logo-2.png?width=148&height=33&name=WAKE-Chaser-Logo-2.png "WAKE Amazon Agency")](https://www.wakecommerce.co.uk) - Services - [Complete channel management for Amazon Vendor Central ![Vendor+](https://www.wakecommerce.co.uk/hubfs/wake%202025/Frame%202085665178.svg)](https://www.wakecommerce.co.uk/amazon-vendor-central-management) - [Chargeback & Shortage Claim Recovery for Amazon Vendors ![ProfitGuard](https://www.wakecommerce.co.uk/hubfs/wake%202025/Frame%202085665177.svg)](https://www.wakecommerce.co.uk/profitguard-amazon-chargeback-recovery) - [A creative agency within an Amazon agency ![ContentStudio](https://www.wakecommerce.co.uk/hubfs/wake%202025/Frame%202085665179.svg)](https://www.wakecommerce.co.uk/amazon-listing-optimisation) - [Full funnel Amazon Ads, DSP + AMC management ![ads+dsp](https://www.wakecommerce.co.uk/hubfs/wake%202025/Frame%202085665176.svg)](https://www.wakecommerce.co.uk/amazon-ads-management) - [Pricing](https://www.wakecommerce.co.uk/pricing) - [Blog](https://www.wakecommerce.co.uk/blog) [Contact Us](https://www.wakecommerce.co.uk/contact-us) - Services - [![Vendor+](https://www.wakecommerce.co.uk/hubfs/wake%202025/Frame%202085665178.svg)](https://www.wakecommerce.co.uk/amazon-vendor-central-management) - [![ProfitGuard](https://www.wakecommerce.co.uk/hubfs/wake%202025/Frame%202085665177.svg)](https://www.wakecommerce.co.uk/profitguard-amazon-chargeback-recovery) - [![ContentStudio](https://www.wakecommerce.co.uk/hubfs/wake%202025/Frame%202085665179.svg)](https://www.wakecommerce.co.uk/amazon-listing-optimisation) - [![ads+dsp](https://www.wakecommerce.co.uk/hubfs/wake%202025/Frame%202085665176.svg)](https://www.wakecommerce.co.uk/amazon-ads-management) - [Pricing](https://www.wakecommerce.co.uk/pricing) - [Blog](https://www.wakecommerce.co.uk/blog) - [Contact Us](https://www.wakecommerce.co.uk/contact-us) # BLOG ## Amazon Vendor Central ###### [Shortage Claims vs Chargebacks: Why Treating Every Amazon Deduction the Same Costs Money](https://www.wakecommerce.co.uk/blog/shortage-claims-vs-chargebacks-why-treating-every-amazon-deduction-the-same-costs-money) October 5, 2026 If you’ve been operating on Vendor Central for a while, you won’t need us to tell you that what Amazon pays... [Continue reading](https://www.wakecommerce.co.uk/blog/shortage-claims-vs-chargebacks-why-treating-every-amazon-deduction-the-same-costs-money) ###### [Vendor Central Shortage Claims vs Chargebacks - How to Investigate and Dispute Each One](https://www.wakecommerce.co.uk/blog/how-to-investigate-vendor-central-shortage-claims-vs-chargebacks) September 30, 2026 Amazon Vendor Central deductions are a thorn in the side of almost every brand operating on Vendor Central,... [Continue reading](https://www.wakecommerce.co.uk/blog/how-to-investigate-vendor-central-shortage-claims-vs-chargebacks) ###### [Cards, Cases and Cosy Season: What Amazon UK Was Searching For in September 2026](https://www.wakecommerce.co.uk/blog/cards-cases-and-cosy-season-what-amazon-uk-was-searching-for-in-september-2026) September 29, 2026 If you want to know what Britain is really thinking about, skip the opinion polls and look at the Amazon... [Continue reading](https://www.wakecommerce.co.uk/blog/cards-cases-and-cosy-season-what-amazon-uk-was-searching-for-in-september-2026) [See More Posts](https://www.wakecommerce.co.uk/blog/tag/vendor-central) ## Amazon Strategy ###### [What is the Amazon Buy Box and Why You Need it?](https://www.wakecommerce.co.uk/blog/what-is-the-amazon-buy-box-and-why-you-need-to-get-it-for-your-products) October 13, 2023 In the first in our series of articles debunking the mysteries of how Amazon works, we’re looking at the... [Continue reading](https://www.wakecommerce.co.uk/blog/what-is-the-amazon-buy-box-and-why-you-need-to-get-it-for-your-products) ###### [What is Amazon FBA (Fulfilment by Amazon)?](https://www.wakecommerce.co.uk/blog/what-is-amazon-fba) October 13, 2023 Acronyms are great, if you know what they mean. If you don’t they can be really, really annoying. You start... [Continue reading](https://www.wakecommerce.co.uk/blog/what-is-amazon-fba) ###### [How do I find a good Amazon agency?](https://www.wakecommerce.co.uk/blog/how-do-i-find-a-good-amazon-agency) October 13, 2023 If you find a good Amazon agency it could pay real dividends While the last few years have certainly been... [Continue reading](https://www.wakecommerce.co.uk/blog/how-do-i-find-a-good-amazon-agency) [See More Posts](https://www.wakecommerce.co.uk/blog/tag/strategy) ## Amazon Analysis ###### [FMCG Industry & Future of Retail - Can Amazon Make it Work?](https://www.wakecommerce.co.uk/blog/fmcg-and-the-future-of-retail-can-amazon-really-make-it-work) October 13, 2023 The consensus in the food industry is that FMCG, or Fast Moving Consumer Goods, is the front line of... [Continue reading](https://www.wakecommerce.co.uk/blog/fmcg-and-the-future-of-retail-can-amazon-really-make-it-work) ###### [Consumer Preferences: Amazon Buyers vs. Other Retailers](https://www.wakecommerce.co.uk/blog/are-consumers-more-likely-to-buy-from-amazon-than-other-online-retailers) October 11, 2023 Before I start I’m going to share some staggering statistics about Amazon and it’s dominance of the online... [Continue reading](https://www.wakecommerce.co.uk/blog/are-consumers-more-likely-to-buy-from-amazon-than-other-online-retailers) [See More Posts](https://www.wakecommerce.co.uk/blog/tag/analysis) ## Top Articles October 12, 2023 ###### [The Amazon Vendor Central 2026 Definitive Growth Guide](https://www.wakecommerce.co.uk/blog/amazon-vendor-central) [Continue reading](https://www.wakecommerce.co.uk/blog/amazon-vendor-central) December 5, 2023 ###### [Amazon PICS Program: The Ultimate Guide for Vendors in 2026](https://www.wakecommerce.co.uk/blog/what-is-pics-for-amazon-vendor-central) [Continue reading](https://www.wakecommerce.co.uk/blog/what-is-pics-for-amazon-vendor-central) July 11, 2024 ###### [Amazon Vendor Central CoOp Agreements - 2026 Ultimate Guide](https://www.wakecommerce.co.uk/blog/amazon-vendor-coop-agreements) [Continue reading](https://www.wakecommerce.co.uk/blog/amazon-vendor-coop-agreements) April 15, 2025 ###### [Amazon A+ Content: The Ultimate Guide for Vendors](https://www.wakecommerce.co.uk/blog/amazon-a-content-the-ultimate-guide-for-vendors) [Continue reading](https://www.wakecommerce.co.uk/blog/amazon-a-content-the-ultimate-guide-for-vendors) April 24, 2024 ###### [Is Amazon Amazon Vendor Services (AVS) Worth It?](https://www.wakecommerce.co.uk/blog/is-amazon-avs-worth-it) [Continue reading](https://www.wakecommerce.co.uk/blog/is-amazon-avs-worth-it) December 22, 2025 ###### [Amazon Product Images Size and Best Practices 2026](https://www.wakecommerce.co.uk/blog/amazon-product-images-size-and-best-practices-2026) [Continue reading](https://www.wakecommerce.co.uk/blog/amazon-product-images-size-and-best-practices-2026) March 18, 2025 ###### [Ultimate Guide to Amazon Vendor Central Analytics & Reporting](https://www.wakecommerce.co.uk/blog/the-ultimate-guide-to-amazon-analytics-on-vendor-central) [Continue reading](https://www.wakecommerce.co.uk/blog/the-ultimate-guide-to-amazon-analytics-on-vendor-central) October 5, 2023 ###### [Amazon Vendor Central Glossary](https://www.wakecommerce.co.uk/blog/amazon-vendor-central-glossary) [Continue reading](https://www.wakecommerce.co.uk/blog/amazon-vendor-central-glossary) July 11, 2024 ###### [Amazon Vendor Central Shortage Claims - 2026 Ultimate Guide](https://www.wakecommerce.co.uk/blog/amazon-vendor-central-shortage-claims) [Continue reading](https://www.wakecommerce.co.uk/blog/amazon-vendor-central-shortage-claims) October 11, 2023 ###### [Amazon Seller vs Vendor Central: 2026 Guide](https://www.wakecommerce.co.uk/blog/amazon-seller-vs-vendor) [Continue reading](https://www.wakecommerce.co.uk/blog/amazon-seller-vs-vendor) ![Group 1171276151](https://www.wakecommerce.co.uk/hs-fs/hubfs/Group%201171276151.png?width=558&height=592&name=Group%201171276151.png) ## Insights to help Grow Profit Don't miss out on the latest strategies for growing your brand sustainably on Amazon. 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