Negotiation Insights

Analysis, commentary, and practical breakdowns on negotiations happening in the business world – and what they mean for you as a B2B negotiator.

The Funko Deal: What a $12M Amazon Negotiation Can Teach You

In 2018, Funko – the company behind the iconic Pop! vinyl figures – approached Amazon with a Marvel-themed subscription box. What happened next is one of the clearest examples of negotiation principles playing out in a real, high-stakes B2B deal.

On paper, Amazon had all the power. A $232 billion company negotiating with a $686 million supplier. But power and leverage aren’t the same thing. Funko had something Amazon’s customers wanted – and that leverage changed the dynamic entirely.

Using a combination of patience, relationship-building, and a well-timed “surprise gift” – free premium ad placement on the Amazon collectibles page – the negotiation resulted in Amazon securing not just the Marvel box, but the Star Wars box as well. A single negotiation added $12 million to the business.

The lesson: most people negotiate against the wrong thing. They focus on who’s bigger, who has more money, who has more market share. The negotiators who consistently win focus on needs – what does the other side actually need right now, and how can I create an exchange of value that meets it?

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