Home to over 200 million Prime members, Amazon remains a juggernaut in the eCommerce industry, offering sellers a lucrative platform to connect with billions of monthly potential customers.
Home supplies, electronics, clothing, food products – you name it, Amazon sells it. With a visitor count four times higher than any other marketplace, it’s the perfect platform for entrepreneurs to showcase their products and grow their customer base.
But with millions of sellers vying for the top spot, how can you stand out and make your mark in this highly competitive marketplace?
Whether new to selling or a seasoned pro, this all-inclusive guide will teach you how to sell on Amazon and maximize your listings to increase sales.
Here’s what we’ll cover at a glance:
The Many Benefits of Selling on Amazon
Getting Started With Amazon Seller Central
• What Is Amazon Seller Central?
• Costs of Selling on Amazon
• Amazon Seller Central Features
• Amazon Selling Restrictions
• The Amazon Seller App
How To Start Selling on Amazon for Beginners
• Part 1: Getting Ready to Sell
• Part 2: After Making Your First Sale
Grow Your Business With Amazon’s Suite of Tools
Amazon Seller FAQs
Boost Your Sales and Profitability With an Amazon Marketing Agency
The Many Benefits of Selling on Amazon
With such high traffic and a vast audience, Amazon is a goldmine for sellers looking to tap into a ready-made market. Here’s why over 9 million Amazon Prime sellers trust the platform and why you should too:
Low Start-Up Costs
Unlike a physical store, selling on Amazon doesn’t require a large upfront investment. You can start small, with as little as one product and gradually grow your inventory as you generate more sales.
Minimal Selling Fee
Amazon’s merchant account charges a flat monthly fee of $39.99 and a small portion of each sale, so you only pay when your products sell. Amazon also offers an Individual selling plan – a pay-as-you-go option with no fees unless you sell an item.
Zero Listing Fees
Unlike other marketplaces, Amazon doesn’t charge a fee for listing your products, so sellers can add as many products as they want.
Loyal Customer Base
Thanks to its Prime Membership program and expedited shipping options, Amazon has built an extremely loyal customer base over the years. This means that customers are more likely to return and make repeat purchases.
Prime Eligibility
If you become an Amazon seller, your products can be eligible for Prime shipping, a highly sought-after feature that can significantly increase sales.
Global Reach
Amazon operates across 20 global marketplaces, including the U.S., U.K., Canada, Germany, France, Italy, Australia, Brazil, UAE, Netherlands, Saudi Arabia, Poland and China.
Getting Started With Amazon Seller Central
If you decide to take the plunge and start selling on Amazon, the first step is setting up an account on Amazon Seller Central. This platform is designed specifically for sellers and offers a variety of tools and services to help you manage your inventory, sales and customer interactions.
What Is Amazon Seller Central?
Amazon Seller Central is a web-based portal that allows sellers to manage all aspects of their selling account, from listing and pricing products to managing orders and shipments.
You can access performance data, customer feedback and reviews, fulfillment options and more within the dashboard. Basically, it’s the command center of your Amazon business.
Here’s what the Seller Central dashboard looks like when you sign in:
Source: JungleScout
If you don’t have an Amazon Seller account, jump to our section on How To Become an Amazon Seller and Register Your Brand.
Amazon Seller Central Features
Seller Central provides features to manage product listings, fulfill orders and track your brand’s performance. However, access to certain tools and programs depends on your selling account type and your enrollment in the Amazon Brand Registry.
Use this guide to navigate the key features you’ll need to know when getting started:
| Add Products, Add Products via Upload | List your products in the Amazon store |
| Automate Pricing | Automatically adjusts pricing against your competition |
| Manage Inventory | Search, view and update your product and inventory listing information |
| Send to Amazon | Simplify the process of creating shipments |
| Shipping Queue | Track ongoing shipments, including those sent to Amazon |
| Manage Orders | Keep track of customer orders for products you fulfill yourself |
| Manage Returns | Manage and respond to customer return requests |
| Deals, Coupons and Promotions | Offer discounts to customers |
| Feedback Manager, Voice of the Customer | Monitor customer reviews and ratings |
| Sales Dashboard | Track visits to your product detail pages |
| Payments Dashboard | Manage sales, expenses and refunds |
| Account Health | Track your customer service, shipping performance and policy compliance |
| Fulfillment by Amazon (FBA) | Outsource order fulfillment to Amazon |
| Amazon Business | Gain access to a suite of features and tools designed for business-to-business (B2B) customers |
| Brand Registry | Get certified and sell your unique products on Amazon |
| Selling Partner Appstore, Selling Provider Network | Find Amazon-vetted apps and services |
| Product Opportunity Explorer, FBA Analytics, Marketplace Product Guidance | Gain access to resources on how to increase demand and sales for your products |
| User Permissions | Share access with your team and control user permissions |
| International Sales | Manage global businesses with a one-tap country switch and business |
| Seller Support | Ask questions and request help from Amazon’s customer support team |
Costs of Selling on Amazon
There are four main fees associated with selling on Amazon. These fees vary depending on factors such as type of account, product category and fulfillment method.
• Subscription Fee: Amazon offers two selling plans: Individual and Professional. The Individual plan costs $0.99 per item sold, while the Professional plan costs $39.99/month with no per-item fee.
• Selling Fee: A 15% selling fee (for most categories) is charged for each item sold, covering referral and variable closing fees. Referral fees are a percentage of the selling price and vary by category, while variable closing fees apply only to media categories.
• Fulfillment Fee: Amazon charges this fee for every order they fulfill on your behalf through their Fulfillment by Amazon (FBA) service. This covers order fulfillment, storage and delivery fees. In the last two years, the cost of using FBA has gone up significantly.
• Shipping Fee: If you decide to handle order fulfillment, you’ll be subject to Amazon’s shipping fees. Factors like the product category and the chosen shipping service determine the charges.
Although not a fee, advertising costs are also an important aspect to consider when selling on Amazon.
“Advertising has become inevitable now, and no seller can sell anything meaningful without running ads, so the cost of ads has to be considered as well. One can expect 10-15 TACOS, so 10-15% of the selling price will go to ads,” said Pritesh Waghela, an Amazon Strategist at Thrive.
TACOS, or Total Advertising Cost of Sale, is the metric used by Amazon to measure advertising costs relative to sales. This metric is important for sellers to track and optimize their ad spend.
“In highly competitive categories such as supplements, coffee, air purifiers, pet supplies/food, electronic accessories and cosmetics, achieving a 15% TACOS presents a challenge, especially for new brands. Additionally, sellers without a good profit margin will end up losing money on Amazon when considering these costs,” Pritesh added.
Restrictions When Selling on Amazon
Despite being dubbed the “everything store,” Amazon has restrictions on what sellers can and cannot list on their platform. These product guidelines help maintain the quality and safety of products sold to customers, protect intellectual property rights and ensure customers have the best buying experience.
Product Categories Requiring Amazon-Approval
Restricted or Amazon-gated categories are product categories that require sellers to gain approval before listing products on the platform.
Fortunately, Amazon has changed its policy and no longer imposes restrictions on entire categories. Rules are now applied only to specific subcategories and sub-niches. This is why the list of restrictions may seem relatively small for categories but long for individual products.
Don’t mix up the restricted categories with restricted products. If you come across a product that belongs to a restricted category but is not specified, you can get creative and list it in a different category.
Securing approval may mean paying extra fees, providing additional documentation or meeting specific requirements. The list of Amazon-gated categories includes:
• Sports Collectibles
• Fine Art
• Music & DVD
• Streaming Media Players
• Jewelry
• Sony PlayStation Requirements in Video Games
• Services
• Entertainment Collectibles
• Video, DVD, & Blu-ray
• Amazon Subscription Boxes
• Collectible Coins
• Watches
• Holiday Selling Requirements in Toys & Games
• Postage Stamps
• Made in Italy
Amazon-Restricted Products
These are products that Amazon won’t allow you to sell, regardless of your seller account type. Some products may be restricted for specific reasons like safety concerns or because they’re illegal.
The list of Amazon-restricted products includes:
• Animals & animal-related products
• Currency, coins, cash equivalents and gift cards
• Export controls
• Pesticides and pesticide devices
• Food & beverage
• Composite wood products
• Other restricted products
• Subscriptions and periodicals
• Offensive and controversial materials
• Automotive and Powersports
• Lighting
• Surveillance equipment
• Electronics
• Cosmetics & skin/hair care
• Recycling electronics
• Art – Fine art
• Drugs & drug paraphernalia
• Jewelry & precious gems
• Plant and seed products
• Medical devices and accessories
• Warranties, service plans, contracts and guarantees
• Tobacco & tobacco-related products
• Alcohol
• Refrigerants: Ozone-depleting substances and substitutes
• Human parts & burial artifacts
• Hazardous items
• Recalled products
• Postage meters & stamps
• Dietary supplements
• Gambling & lottery
• Explosives, weapons and related items
• Lock-picking & theft devices
• Art – Home Decor
• Laser products
How To Determine Approved Products for Selling
If you want to view the categories you are approved to sell within, just log in to your Seller Central account and follow these steps:
• Go to Inventory.
• Choose Add a Product.
• Click on Selling Application Status.
This will display all the categories for which you have approval to sell.
Why Does Amazon Restrict or Gate Categories?
As the number of Amazon sellers increases, so does the risk of illegitimate sellers and low-quality products. By implementing category restrictions, Amazon can maintain standards and ensure that genuine products are sold by trustworthy sellers.
This protects customers and instills buyer confidence while safeguarding Amazon’s reputation from counterfeit or subpar products.
The Amazon Seller App
Sometimes, a laptop or desktop isn’t available when you need to update your listings or check on orders. The Amazon Seller app, available on iOS and Android devices, lets you manage your account on the go. You can use it to:
• View sales reports
• Check current inventory levels
• Fulfill orders
• Respond to customer messages
• Create new listings
• Manage promotions
• Edit product photos for free
• Fulfill orders
• Manage pricing
• Leverage additional management tools (e.g., Account Health, User Permissions, International Sales and Seller Support)
How To Start Selling on Amazon for Beginners
We’ve covered the basics, defined important terms and explained Amazon’s restrictions and fees. Now, the fun part: getting started!
Whether selling on Amazon for the first time or expanding your business to this eCommerce giant, here’s how to grow your online business.
Part 1: Getting Ready To Sell
You must prepare a few things before your first item can be sold on Amazon. You may have already completed some of these steps, so feel free to skip those parts.
Step 1: Develop a Sales Strategy
Prior to creating an Amazon seller account, you’ll need a game plan to ensure you make the most of your investment. There are five sales strategies you can choose from to scale your Amazon business:
Private Label
Private labeling lets you create your brand by purchasing products directly from manufacturers and then selling them under your label. This is a popular choice for Amazon sellers, allowing them to establish a unique brand and potentially increase profit margins.
Online Arbitrage
Arbitrage involves purchasing items from one store or marketplace and reselling them on another platform at a higher price. Let’s say you find a product on eBay that’s cheaper than what it sells for on Amazon. You could purchase the product, list it as an Amazon seller and pocket the difference.
Retail Arbitrage
Retail arbitrage is a business strategy that involves purchasing products from physical stores at discounted prices and reselling them for a higher profit on Amazon. To succeed at this strategy, it’s important to identify popular products on Amazon but difficult to find in traditional stores.
This approach is similar to online arbitrage but involves sourcing products from brick-and-mortar stores rather than online retailers.
Wholesale Trade
Wholesaling involves purchasing large quantities of products from manufacturers or distributors at discounted prices and then selling them for a profit. This method requires a significant upfront investment but can be lucrative in the long run.
Handmade Products
Amazon has a dedicated platform for artisans called Amazon Handmade. Available to over 80 countries, it offers artisans an avenue to sell one-of-a-kind, handcrafted goods to Amazon customers worldwide.
Step 2: Choose a Selling Plan
Amazon offers two selling plans, each with a different set of tools and services:
• The Individual Selling Plan ($0.99 per unit sold, plus referral fees) is ideal for sellers listing only a few items monthly.
• The Professional Selling Plan ($39.99 per month, plus referral fees) is better if you plan to sell more than 40 products monthly and want access to advanced selling tools like bulk listing and order reports.
Here’s an overview of the difference between Professional and Individual seller plans:
Source: JungleScout
Both selling plans offer access to 20 Amazon categories; however, Professional sellers have access to the following 10 bonus categories:
• Industrial & Scientific
• Grocery, Food & Gourmet
• Video, DVD, & Blu-ray
• Collectible Coins
• Professional Services
• Business to Business (B2B) products
• Watches
• Fashion Jewelry
• Sports Collectibles
• Automotive Parts & Accessories
• Fine Jewelry
• Fine Art
Which Amazon Plan Is Right for You? If you are caught choosing between an Individual or Professional Selling Plan, Pritesh offers this advice:
“It almost always makes sense to go with the Professional Selling Plan because the moment you cross 40 orders a month, the Individual Plan becomes more expensive. As an Amazon seller, you obviously want to have hundreds or thousands of orders a month. In this case, the Individual Plan would be less beneficial, and it would be best to consider the Professional Plan.”
Step 3: Create a Seller Central Account
If you don’t already have an Amazon account, head to Amazon.com and click on Sell products on Amazon in the site footer. This will take you to a page to log in or create a new account.
Be sure you have the following requirements prepared before creating a Seller Central account:
• Tax information
• Phone number
• Internationally chargeable credit card
• Government-issued ID
• Bank account and routing number
How To Become an Amazon Seller and Register Your Brand
Before selling in Amazon, you first need to become a registered seller. Here’s how to become an Amazon seller:
1. Visit https://sell.amazon.com.
Source: Amazon
2. Click Learn more.
3. Fill out the form.
○ Your business could qualify for a dedicated Amazon account rep based on the information you provide. If you don’t have a business website, you can input “Amazon.com.” After submitting the form, you’ll be directed to a confirmation screen.
4. Wait for Amazon’s confirmation email if you qualify for an account representative, or click Sign Up right away to start selling.
Source: JungleScout
5. Enter your email and click Create a New Account.
Source: JungleScout
6. Enter the verification code sent to your email.
7. Once you enter the correct code, you’ll be directed to this screen with Amazon’s requirements for completing the registration.
Source: JungleScout
8. Click Begin, and input all necessary information requested by Amazon, including Business information, Personal details, billing information and product information.
9. Next, you’ll be asked to verify your identification by uploading images of your ID (passport or license) and a bank statement.
Source: JungleScout
10. After uploading the documents, you’ll be asked to complete an Identity Verification via video call with an Amazon associate. This is to verify the documents submitted and personal information provided.
Source: JungleScout
11. Once verified, you can now sell products on Amazon.
Registering is the first step on how to become an Amazon seller. The next is customizing your Seller Central account.
Step 4: Configure Your Seller Central Account
Congratulations! You now have a Seller Central account. The next step is to configure it to your liking. Review, confirm and add the following information for a smooth selling experience:
• Public Seller Profile: Display the name of your business, store link, contact information and listing status (for temporary deactivation of Amazon listings)
• Payment Information: Credit card and bank account details to pay for Amazon seller fees and receive payments from customers
• Business Information: Legal entity name and business address
• Shipping and Returns Information: Switch between Amazon or seller fulfillment
• Tax Information: Tax ID or social security numbers required by the IRS for tax purposes
• Notification Preferences: Select alerts you want to receive, like shipment notifications and return requests
• Gift Options: Activate gift-selling or messaging options
• Tax Settings: Access tax calculator services or get assistance with tax and compliance obligations from Amazon’s list of vetted tax advisors.
• Additional Information: Company description, return policy, shipping settings, etc.
• Login Settings: Update email address and password
• User Permissions: Manage access and permissions for employees or third-party users to assist you with your Amazon account
You can always update this information under the Account Settings tab in your Seller Central account. For a more in-depth explanation of each section, check out Amazon’s guide on how to configure your Amazon Seller Central account.
Step 5: Enroll Your Brand in Amazon’s Brand Registry
Enrolling your brand in Amazon’s Brand Registry is highly recommended for private label sellers. This free program helps protect your brand against counterfeiters and gives you access to exclusive features like:
• A+ Content: Add rich text, HD videos, imagery, banners and other features to your Amazon product detail pages (free for registered brands with a Professional selling plan).
• Manage Your Experiments: Run A/B tests on Amazon product content to boost conversions.
• Brand Analytics: Access consumer behavior insights to inform your Amazon marketing strategy.
On top of these amazing features, you’ll enjoy automated protections for your brand and have access to additional reporting options.
Important Reminder: A trademark is required to enroll your brand in the Amazon Brand Registry. Securing a trademark not only provides legal protection for your brand but also unlocks the full potential of Amazon Brand Registry, such as access to A+ content, a brand store, sponsored brand ads, Amazon posts and Vine, among others.
Step 6: Source Products
Chances are, you’ve already researched what products to sell on Amazon. However, if you’re still unsure about which niche or product to pursue, here’s a list of top-selling categories on Amazon, according to JungleScout’s 2024 State of the Seller Survey:
| Home & Kitchen | 35% |
| Beauty & Personal Car | 26% |
| Clothing, Shoes & Jewelry | 20% |
| Toys & Games | 18% |
| Health, Household & Baby Care | 17% |
| Baby | 16% |
| Electronics | 16% |
| Sports & Outdoors | 16% |
| Pet Supplies | 13% |
| Office Supplies | 13% |
Conversely, here are the least popular Amazon categories:
| Appliances | 12% |
| Garden & Outdoor | 11% |
| Cell Phone & Accessories | 10% |
| Apps & Games | 8% |
| Automotive | 8% |
| Handmade | 6% |
| Computers | 5% |
| Industrial & Scientific | 5% |
| Collectibles & Fine Art | 5% |
| CDs & Vinyl | 4% |
| Luggage & Travel Gear | 4% |
| Video Games | 4% |
| Musical Instruments | 2% |
Note: While fewer vendors offer items in these categories, they can still be profitable. Remember that profitability isn’t tied to the popularity of the primary category. It depends on the niche, product competitiveness, pricing, cost of goods and various other factors.
Moreover, less competition could mean more opportunities. In 2023, 39% of Amazon customers purchased from the electronics category, yet only 16% of sellers listed electronics (JungleScout).
Extracted from Jungle Scout’s 2023 Q4 Consumer Trends Report, the graph below analyzes shifts in buyers’ spending across various key Amazon categories compared to Q3 2023.
Source: JungleScout
While there is a large percentage of shoppers in these categories, it is also highly competitive. It’s important to balance popularity and competition when choosing your product category.
So, how can you find the best product to sell on Amazon? Analytics tools like Amazon’s Product Opportunity Explorer (POE) offer data on customer search patterns, popular niches and demand within product categories.
You can use this information to spot seasonal trends, identify customer needs, discover new market opportunities and then make informed choices about which products to offer in a specific category.
Step 7: Find a Supplier
High-quality products are the key to success on Amazon, so it’s important to find reliable suppliers for your inventory. Here’s a pro tip: Start with small orders and test the quality of products before making larger purchases.
There are a few ways to find suppliers for your Amazon inventory:
• Manufacturer: Work directly with the product manufacturer to reduce costs and secure consistent quality.
• Wholesaler or Distributor: Purchase goods in bulk from wholesalers or distributors who carry various brands and products.
• Dropshipper: Partner with a dropshipping company that handles your inventory and shipping
Here are a few things to consider when choosing a supplier:
• Quality: Ensure your chosen supplier is reliable and delivers top-notch products. Review customer feedback, request samples and review their terms and conditions.
• Price: Compare prices from different suppliers for the best value, considering shipping costs.
• Delivery Times: Understand the supplier’s order delivery timeframe to manage customer expectations effectively.
• Customer Service: Evaluate the supplier’s customer service quality and responsiveness to inquiries.
• Returns Policy: Inquire about their return process and any associated restocking fees.
• Inventory: Confirm the supplier can handle large inventory volumes and scale them to your needs.
• Shipping: Explore available shipping methods and associated costs for customer orders.
• Packaging: Check if the supplier provides custom packaging like branded boxes or bags.
• Branding: Look into the supplier’s branding options, such as custom labels or tags.
• Bulk Discounts: Ask about potential bulk discounts for larger order quantities.
Dedicating time to research and establishing good relationships with suppliers can pay off in the long run. This will help you ensure that the products meet your standards and avoid potential issues with customers.
Step 8: Take Good Product Photos
Product images are the next best thing to letting customers see, touch and feel your products in person. High-quality photos can help increase conversions and sales, so it’s crucial to invest in good product photography.
Here are some tips for adding images to your product listings:
• Showcase the Product: Ensure the primary image clearly shows the product and accurately represents its size, shape, color and other characteristics.
• Use Good Lighting: Use natural or studio lighting to create clear, well-lit images.
• Consider Composition: Explore different angles, backgrounds and styling to highlight the product’s features.
• Display Size and Scale: Present the product in context or use props to convey its size.
• Maintain Consistency: Apply a consistent style for all your product photos to maintain a professional look throughout your listings.
• Add Infographics: Rely on infographics to highlight key features and benefits of your product in a digestible format. Include details like dimensions, how-to-use instructions and certifications.
• Include Lifestyle Images: Showcase your product in use to help customers envision how it can fit into their lives.
Amazon Image Guidelines
In addition to these tips, follow Amazon’s guidelines for product image requirements. This will ensure your images are displayed properly and meet the platform’s standards.
General Guidelines
• Images should accurately represent the product for sale.
• Images must match the product title.
• Product should occupy at least 85% of the image.
• For optimal zoom experience on detail pages, files should be 1600px or larger on the longest side. If unable to meet this, zoom files can be 1000px minimum and 500px minimum for the site.
• Images should be at most 10,000px on the longest side.
• Accepted file formats: JPEG, TIFF, PNG or GIF. JPEG is preferred. No support for animated GIFs.
• Images must be clear and sharp, without nudity or aren’t sexually suggestive.
• Kids’ and babies’ leotards, underwear and swimwear should not be displayed on a human model.
• Avoid Amazon logos, trademarks or similar variations. This includes terms like AMAZON, PRIME, ALEXA or Amazon Smile design.
• Avoid Amazon badges or similar variations like “Amazon’s Choice,” “Best Seller,” “Works with Amazon Alexa,” “Premium Choice” or “Top Seller.” Check trademark guidelines for more details.
MAIN Image
• The image must be the product only, with a pure white background ((pure white blends in with the Amazon search and product detail pages—RGB color values of 255, 255, 255).
• MAIN images need professional photographs of the real product (avoid graphics, illustrations, mockups or placeholders). Exclude accessories or props that may cause customer confusion.
• MAIN images should be free of text, borders, color blocks, logo, watermarks or any other graphics on top of a product or in the background.
• MAIN images should focus on presenting a single view of each product.
• MAIN images should display the entire product for sale without being cut off by the image frame, except for Jewelry like necklaces.
• Main images should display products without packaging. Avoid showing boxes, bags or cases unless they are a key product feature.
• MAIN images should not feature a seated, kneeling, leaning or lying human model; however, showcasing diverse physical mobilities with assistive technology like wheelchairs or prosthetics is encouraged.
• MAIN photos of multi-pack apparel items and accessories must be flat (off-model).
• MAIN photos of clothing accessories should not include any part of a mannequin.
• MAIN images for Women’s and Men’s clothing must feature human models.
• All Kids & Baby clothing images should be flat (off-model).
• MAIN shoe photos should show a single shoe at a 45-degree angle
Your MAIN images should be a no-nonsense but hi-res presentation of your product on a single, pure white background. Otherwise, Amazon might remove your listing.
Here’s what a good product image looks like:
Source: JungleScout
Adding Additional Images
Amazon allows sellers to upload up to nine photos to your Amazon listing. Only seven images (six if you’re using a product video) will be featured on your live listing, so choose your images wisely.
Source: Amazon
Best Practices for Amazon Product Images
1. Ensure your primary image is a high-quality, professional photo of your product.
2. Use the remaining images to showcase different angles, features and benefits of your product.
3. Include infographics or annotated images to highlight key information.
4. Show lifestyle images to give customers an idea of how they can use your product in their everyday lives.
5. Add text to your additional images only if necessary and adds value to the customer’s understanding of your product.
6. Use a consistent style and look for all your images to maintain a professional presentation.
7. Follow Amazon’s guidelines for image requirements to avoid having your listing removed.
8. Zoom in on key product features or details to give customers a closer look at your product.
9. Include images that show the size and scale of your product compared to common objects like a hand, ruler or coin.
10. Use high-resolution images for clear and crisp display on desktop and mobile devices.
11. Include before and after images (if applicable) to showcase the transformation or impact your product can have.
12. Impress customers with 3D-rendered images or virtual tours of your product.
13. Invest in professionally edited images to make your product stand out from the competition.
14. Add videos to your listings, ads and brand store to showcase your product’s features, benefits and usage as well as improve your store’s branding and conversions.
Step 9: List Your Products
Listing products may seem easy, but many moving parts contribute to creating a successful Amazon listing. Here are some things to keep in mind if you want to sell products on Amazon:
Optimize the Product Detail Page
The product detail page is where customers can find all the details about the listed item. When multiple sellers offer the same product, Amazon collates all these details into a single, shared page to make it easier for customers to browse and compare items.
When selling in Amazon, ensuring that your product detail page stands out from the competition is essential. Here’s how you can optimize your product detail page:
• Product Title: Craft a 200-character or less title that accurately describes your product. Capitalize the first letter of every word.
• Images: Use 500 x 500 or 1,000 x 1,000-pixel images (at least 1000px on the longest side). Images must be clear, focused and professionally taken.
• Variations: Feature all available variations for your product, such as size, color, scent and quantity.
• Bullet Points: Use up to five bullet points for each product. Highlight your product’s key features, benefits and specifications using simple language that is easy to read.
• Featured Offer (“Buy Box”) Seller: The featured offer or “Buy Box” is the default seller for a product. To increase your chances of winning this spot, ensure you have competitive pricing, high seller ratings and fast shipping times.
• Product Description: Use this section to provide more details about your product, such as materials used, care instructions, dimensions and any other relevant information. Optimize for key search terms to improve your product’s discoverability.
Ensure Product Safety and Compliance
If you want to learn how to sell on Amazon like a PRO, understanding Amazon’s product safety and restricted product policies like the back of your hand is crucial. These policies help protect buyers from unsafe or prohibited products and ensure a safe shopping experience for all customers.
Product Safety Compliance
Products listed on Amazon must be safe and shall not cause death, personal injury or property damage. Items recalled by the manufacturer or a government agency are banned from being sold on Amazon.
To ensure your product is safe and complies with Amazon’s guidelines, you must:
• Comply with all applicable laws and regulations.
• Obtain all necessary permits or approvals required for your product.
• Provide accurate information about your product and its intended use.
• Clearly state any safety warnings or instructions for the proper use of the product.
Restricted Products Guidelines
Certain products are prohibited from being sold on Amazon. These may include items that pose a health risk, violate intellectual property rights or are illegal. Refer to the previous section on Amazon-Restricted Products for the full list of prohibited items.
If you supply a product that violates the law or Amazon’s policies, including those on Restricted Products pages, Amazon will take necessary corrective actions. These actions may include:
• Permanent withholding of payments
• Legal action, including civil and criminal penalties
• Returning inventory
• Immediate suspension or termination of selling privileges
• Destroying inventory in our fulfillment centers without reimbursement
• Terminating the business relationship
Search for a Product ID (GTIN).
A Global Trade Item Number (GTIN) is a unique number assigned to each product. Amazon uses it to pair a seller’s offer with the correct product detail page.
A GTIN is found on the packaging near the product’s barcode. Amazon sellers often use a UPC, but your product may also have: a European Article Number (EAN), International Standard Book Number (ISBN) or Japanese Article Number (JAN).
If your product does not have a GTIN, you can apply for one by purchasing a Global Standards 1 (GS1) Company Prefix. This prefix is assigned to your company and allows you to create unique GTINs for each product.
If your product is a generic or handmade private label, you can request a GTIN exemption. If you’re selling a brand without a UPC, you can apply for an exemption with the brand’s permission.
With the use of UPC/GTINs, Pritesh warns sellers that:
“While one can buy a dozen UPC/GTINs from the internet, they often face issues on Amazon, especially during hijacker situations where Amazon requires a certificate of ownership for the UPC. Moreover, listing errors are more frequent with these, hence it’s always advisable to go with GS1 UPC/GTINs.”
Additional Information on GTINs and GS1
The GS1 Company Prefix mentioned earlier is a unique identifier assigned to your company by the Global Standards 1 organization. This prefix allows you to create GTINs for your products and is recognized by Amazon and other major retailers globally.
Having a GS1-issued GTIN not only ensures the uniqueness of your product identifiers but also helps prevent issues such as listing errors and hijackers on Amazon. Additionally, having a GS1-issued GTIN may also be a requirement for certain categories or brands on Amazon.
If you are a brand owner, it is important to protect your products and ensure their authenticity by obtaining GS1-issued GTINs. This not only helps in maintaining the integrity of your brand but also provides customers with confidence in purchasing your products.
Match With a Product or Add a New Listing.
If your product already exists on Amazon, you can use its GTIN to match your listing to the existing product detail page. If it is a new product, you can add it as a new listing.
While all seller types can match and create a listing one at a time, Professional sellers can also use Amazon’s bulk listing tools to add multiple listings simultaneously.
To do so, follow these steps:
1. Go to Seller Central > Catalogue > Add a Product.
2. Search for your product using GTIN, UPC, EAN, JAN or ISBN.
3. Select the matching product from the search results if available, then do the following:
1. Click Sell this product.
2. Enter offer details in data fields, with required fields marked by an asterisk.
3. Click Save to complete.
Note: It typically takes 15 minutes for an Amazon listing to go live and be searchable by users.
Optimize Product Listings for SEO.
Amazon search engine optimization (SEO) involves optimizing your product listings to help them rank higher in Amazon’s search results. This can increase your product’s visibility and improve sales.
There are several ways you can optimize your product listings for SEO, including:
• Using relevant keywords in your title, bullet points and description
• Utilizing high-quality images with proper naming conventions
• Highlight products’ key features in a digestible format (use bullet points, infographics, etc.).
• Obtaining positive reviews from customers
• Keeping your product details accurate and up-to-date
• Leverage Manage Your Experiments, Amazon’s A/B testing tool, to identify the most effective keywords and content for your product listings.
• Be active in the “Questions and Answers” section to provide helpful information about your product.
Keep in mind that Amazon’s search algorithm is constantly changing, so it’s important to continually monitor and update your product listings for the best SEO results.
Step 10: Set Competitive Pricing
The right selling price attracts shoppers, gives you a competitive edge and maximizes profits. As a seller, you have the flexibility to set your prices for your products. You want to keep your prices competitive while keeping close tabs on your margins.
Consider the costs for sourcing and selling goods, including inventory, advertising, payments and taxes. Use these figures to determine your margin and set prices effectively.
Here are three tactics to help you set competitive prices:
• Research: Use Amazon Search to browse categories, find competing products and compare prices.
• Automate: Use Amazon’s pricing automation tool to help you adjust product prices based on market conditions.
• Monitor: Use the Amazon Seller app to track competitor prices using features like Match low price and Featured Offer price.
Analyze how your products stack up against similar ones in terms of value. Based on this comparison, consider lowering prices to attract more customers with affordability or enhancing the product to justify its cost, such as adding more color choices or creating a bundle deal.
Step 11: Package Products Safely
Sellers must package products safely to ensure they arrive at customers’ addresses in good condition. Here are some tips for safe packaging:
• Use Sturdy and High-Quality Packaging Materials: Boxes, envelopes and other packaging should provide sufficient space for the product and any extra packing materials, as excess space can result in damage.
• Add Cushioning Materials: Add extra layers of protection like bubble wrap, foam peanuts or newspaper for fragile items.
• Use Proper Labeling: Indicate the contents of the package and any special handling instructions.
• Seal the Package Securely: Use strong tape to seal the box shut so it won’t open during transit.
• Double-Check the Shipping Address: Avoid shipping errors by double-checking the address before sending the package.
• Include a Packing Slip: A packing slip can be a useful reference for customers should any issues arise with their order. It may also contain return instructions if the item needs to be returned.
Receiving a damaged or broken product due to poor packaging could lead to negative customer feedback and return requests. By carefully packaging your products, you can save time and money in the long term.
Step 12: Choose a Fulfillment Method
Amazon offers two delivery methods for customers to receive their orders:
• Fulfillment by Amazon (FBA): Sellers send inventory to an Amazon fulfillment center, where it is stored until a customer places an order. Amazon handles the shipping, delivery, customer service and returns for these orders.
• Fulfilled by Merchant (FBM): Sellers handle the entire fulfillment process, which includes storing inventory, packing and shipping orders and handling customer service and returns.
• Seller Fulfilled Prime: This is a program where sellers can fulfill orders themselves and still offer Prime two-day shipping to customers. Sellers must meet certain criteria, such as having a good delivery record and using approved carriers.
When choosing between the three fulfillment methods, here’s what Pritesh advises:
“The advantages of FBA outweigh the disadvantages, and hence it is the preferred method by most sellers. The most significant advantage is the Prime badge, which is only available to FBA sellers, and although Amazon claims that the ranking is equivalent for both methods, the algorithm definitely gives an edge to FBA listings over FBM.”
Part 2: After Making Your First Sale
The job does not end once you’ve made your first sale on Amazon. To ensure continued success and growth, sellers must monitor the health of their business, manage orders and inventory, maintain good customer relationships and constantly optimize their product listings.
Some key aspects to keep in mind after making your first sale on Amazon include:
Track Your Performance Metrics
Amazon’s Account Health dashboard provides an overview of your account adherence to seller policies and performance standards. It monitors metrics such as:
a. Customer Service Performance
Amazon requires sellers to maintain an Order Defect Rate (ODR) of no more than 1%. This ODR is calculated by taking the percentage of orders with an A-to-z Guarantee claim, a Service Chargeback claim or negative feedback.
b. Account Health Rating
Amazon provides sellers with an overview of their compliance with key Amazon selling policies, such as intellectual property, authenticity, listing and restricted-product policies. To maintain a ‘Good’ rating, sellers need to address any policy violations listed on their Account Health dashboard.
If the rating is ‘At Risk’ or ‘Critical,’ the account may be at risk of deactivation.
c. Shipping Performance
Amazon uses three metrics to measure shipping performance:
• Late Shipment Rate (LSR): The percentage of your seller-fulfilled orders with a shipping confirmation after their expected date should stay below 4%.
• Valid Tracking Rate (VTR): The percentage of your packages that receive a tracking link within the expected handling time, which must be at least 95%.
• Pre-Fulfillment Cancel Rate (CR): The percentage of orders you cancel before shipment should remain below 2.5%.
Advertise Your Product Listings
Use a combination of organic promotions and Amazon paid advertising to promote your products and drive traffic to your listings.
Amazon offers a suite of advertising tools to help you reach potential customers. These include:
• Coupons on Amazon: Create coupons for the Amazon Coupons page, search results and product detail pages.
• Promotions With Discounts: Offer percentage-off deals and buy-one-get-one promotions as Featured Offers.
• Lighting and 7-Day Deals: Offer special deals on the Amazon Deals page, especially during events like Prime Day.
• Sponsored Products Ads: Feature a single product in Sponsored Products ads that show in Amazon store search results.
• Sponsored Brands Campaigns: Showcase up to three products with logo and headline in Sponsored Brands ads above, alongside and below search results.
• Sponsored Display Ads: Display single product ads in and beyond the Amazon store based on customer browsing behavior.
You can supplement your Amazon advertising strategy with other digital marketing strategies like social media and influencer marketing for even greater reach and visibility.
If you want to significantly grow your business, Pritesh recommends using a combination of sponsored products, sponsored brands and sponsored display ads for a full-funnel strategy. You can also consider using DSP if you have a large advertising budget of over $50k a month.
He also recommends taking advantage of the Amazon attribution and brand referral bonus program for non-Amazon ads (such as Google and social media) to receive a bonus for each customer you send to your Amazon listing and who makes a purchase.
“Most of our advertising efforts [at Thrive] focus on building organic ranking for a set of highly relevant keywords, and we monitor our ranking regularly and adjust our advertising to achieve the best results possible.
Although it is in beta mode and subject to eligibility, we strongly recommend using Creator Connections, a program within Seller Central that provides access to thousands of influencers and affiliates,” Pritesh added.
Monitor Customer Feedback and Ratings
Customer feedback targets the shopping experience provided by the seller, whereas reviews and ratings focus exclusively on the product and are displayed on its detail page. Both offer opportunities for growth and improvement for businesses.
Customer reviews can make or break a product’s success on Amazon, as 52% of customers rely heavily on reviews before making a purchase (BrightLocal).
Source: BrightLocal
Customer reviews are a powerful tool for building trust and conveying quality. Even negative reviews can be valuable if you use them to improve your product or service.
Additionally, responding to customer feedback is an opportunity to showcase why your brand is unique and stands out from others in the market.
Amazon’s Customer Review Insights tool can assess customer sentiment on a product or niche. This tool offers a deeper understanding of your customer’s needs and ideas for further improving your catalog.
Registered brands can also use Amazon Vine to generate reviews for new products. Amazon Vine offers free product samples to trusted reviewers who leave feedback on the product. This helps buyers make more informed purchases.
According to Pritesh, this has become necessary due to the importance of reviews in buyer decision-making. Also, Vine is now the only white hat means to quickly obtain reviews.
Grow Your Business With Amazon’s Suite of Tools
Amazon has vetted tools and service providers to help you succeed on the platform. These include:
• Amazon Seller University: A free online education portal with courses, webinars and resources on how to start selling on Amazon, how to sell products on Amazon, how to become an Amazon seller, selling on Amazon for beginners and other useful topics.
• Selling Partner Appstore: Browse through Amazon-approved third-party apps, software and other integrations to help with your selling needs. This includes filling out tax forms, automated pricing, building custom reports and product research.
• Amazon Seller App: As mentioned in Part 1, the Amazon Seller App lets you monitor your sales, fulfill orders and manage inventory on the go.
• Perfect Launch: The first 90 days are critical for Amazon sellers. This program helps new-to-Amazon sellers generate sales using five key programs: Brand Registry, automated pricing, A+ Content, FBA and advertising.
• Amazon Global Selling: Amazon can also help you expand internationally into Europe, Canada and other countries. They also have several programs that cover VAT, taxation and registration issues in those geographies.
Boost Your Sales and Profitability With an Amazon Advertising Agency
Deciding to start an Amazon business is one thing, but growing it requires working with experts who can help you make the right moves.
If you’re ready to build your brand on Amazon, here’s how Thrive Internet Marketing Agency can help, according to Pritesh:
“Thrive has a team of Amazon-certified strategists who are experts in the platform, with some of them having been working on Amazon since 2010. They conduct a thorough audit of your seller account (if you are already selling on Amazon) and create a 30-day and 90-day growth strategy for you.
Thrive offers complete solutions that include optimizing your listings for high conversion, building your brand using brand store and A+ content and running full-funnel advertising. If you have been selling on Amazon for some time and are facing issues with your listings and updates, you can seek the help of our experts, who can fix all those issues for you.
We work with clients of all sizes and use high-end tools and software that, combined with our years of experience and expertise, give us an edge. Thrive can also assist you in expanding to other Amazon geographies such as the U.K., E.U., Canada and more and support you there.”
On top of that, we also offer tailored strategies to optimize your listings, including Amazon post management, sponsored product ads and enhanced brand content. Our Amazon consulting services cater to sellers, ensuring comprehensive guidance and support throughout your Amazon journey.
Ready to build a successful Amazon brand? Speak to an Amazon expert today.
Amazon Selling FAQs
IS IT PROFITABLE TO SELL ON AMAZON?
Amazon offers lucrative opportunities for sellers to reach millions of customers and generate significant profits. Data from Amazon’s Small Business Empowerment Report revealed over 65,000 U.S. sellers hit $100,000 in sales in 2020. The number of American sellers exceeding $10 million in sales rose by almost 40% that year.
HOW MUCH DOES IT COST TO START AN AMAZON STORE?
The cost to start an Amazon store varies depending on the type of account and products being sold.
• Individual seller accounts do not have a monthly subscription fee, but there is a $0.99 fee for each item sold.
•Professional seller accounts: have a $39.99 monthly subscription fee but no per-item fee.
Other costs may include inventory storage fees, shipping fees, category fees and advertising costs.
WHAT CAN I SELL ON AMAZON?
The range of products sold on Amazon is vast. Your selling options are determined by the product, its category and the brand. While certain categories are accessible to all sellers, others necessitate a Professional seller account or approval for selling.
Additionally, there are products restricted from third-party seller listings.
WHAT PRODUCTS CAN’T BE SOLD ON AMAZON?
Some products are prohibited from being sold on Amazon for various reasons, including safety concerns, intellectual property rights violations and legal regulations. These include but are not limited to:
• Weapons and explosives
• Alcohol
• Prescription drugs
• Tobacco products
• Hazardous materials
It is important to thoroughly read through Amazon’s restricted products policies to avoid getting your listing removed or facing other penalties.
HOW TO SELL PRODUCTS ON AMAZON INTERNATIONALLY?
Amazon offers services for sellers to expand their business globally. This includes selling on international marketplaces like Canada, Mexico, Europe and Japan as well as using Fulfillment by Amazon (FBA) to ship products internationally.
However, selling in different countries may have additional fees and requirements. Check out Amazon’s guide on how to sell products on Amazon internationally here.
