Amazon and tips for selling products successfully on the marketplace:
Introduction to Amazon
Amazon is the world’s largest online retailer, providing a sales channel for individuals and businesses to sell products to hundreds of millions of customers worldwide. Founded in 1994 by Jeff Bezos, Amazon has grown tremendously to offer a wide selection of products across dozens of categories.
Some key facts about the Amazon marketplace:
- Over 300 million active customer accounts worldwide
- Well over 100 million Prime members
- Operates sites in 15 different countries
- Sellers can offer over half a billion products
- Handles 50% of all ecommerce transactions in the US
With its massive reach and sales volume, Amazon provides a highly lucrative sales channel for sellers.
Benefits of Selling on Amazon
There are many advantages to selling products on Amazon:
- Access to hundreds of millions of active customers globally
- Established trust and brand recognition that converts browsers into buyers
- Fulfillment and shipping services available including two-day Prime shipping
- Promotional opportunities and merchandising tools provided
- Ability to launch and scale quickly leveraging Amazon’s platform
- Tools for managing listings, inventory, orders, and payments
Amazon’s audience scale and built-in tools make it easier for sellers to reach customers.
How Amazon Makes Money
Amazon earns money in the following ways:
- Commission fees from third-party sellers
- Fees for Fulfillment by Amazon (FBA) shipping and storage
- Revenues from its Amazon Web Services (AWS)
- Sales of Amazon’s own private label products
- Subscription fees from Amazon Prime memberships
- Selling advertising space to brands
- Additional third-party merchant services
Amazon monetizes many aspects of its platform to diversify revenue streams.
Deciding What to Sell on Amazon
When determining what products to sell on Amazon, look for items that:
- Align with your product sourcing capabilities and inventory access
- Have sufficient profit margin even after Amazon fees
- Have strong ongoing demand and sales history on Amazon
- Aren’t restricted by Amazon or require special approval
- Aren’t easily breakable or high-return rate items
- Can be differentiated from competitors through branding and listing optimization
Research tools like Jungle Scout can analyze category trends, top sellers, and profit potential to inform product selection.
Creating a Seller Account
To start selling, you need to create an Amazon Seller Central account:
- Provide contact information, bank account details, and tax information
- Select your marketplace region like North America or Europe
- Choose an individual or professional selling plan based on projected volume
- Indicate whether you’ll use FBA or self-fulfill orders
- Agree to Amazon’s selling policies, terms and agreements
With account setup complete, you can start creating and managing your product listings.
Setting Competitive Pricing
Conduct pricing research using Amazon’s analytics tools when listing products:
- Check current buy box holder’s price for an item along with range of competing listings
- Factor in Amazon fees and your product costs to determine minimum viable pricing
- Consider competitors’ reviews, ratings, fulfillment speeds, brand strength and other differentiation
Periodically reassess pricing based on changes in supply costs, competitor actions, and sales trends. Balance profit margins with conversion volume.
Writing Effective Listings
Creating compelling listings with rich details influences conversion rates:
- Include detailed title, bullet point features, and product description optimized with relevant keywords
- Provide useful images shot on white backgrounds at multiple angles
- Note product specifications like dimensions, materials, and compliance certifications
- Highlight your brand name and strengths like fast shipping or superb customer service
Enhance content with A+ content tools like enhanced images, comparison charts, videos and more.
Carefully manage inventory using Amazon’s tracking tools:
- Use the Inventory Dashboard to monitor sales velocity, weeks of cover, and excess inventory.
- Update inventory quantities and lead times accurately as stock is replenished.
- Enable inventory tracking settings like auto updates and permission required to change quantities.
- Remove out-of-stock listings promptly or indicate long lead times to avoid overselling.
Staying on top of inventory ensures customers don’t purchase unavailable items.
Leveraging Fulfillment by Amazon
Fulfillment by Amazon (FBA) handles warehousing, packing and shipping items:
- Send your inventory to Amazon fulfillment centers upfront for them to manage.
- Orders are picked, packed and shipped directly to customers via Prime and other methods.
- Reduces workload and provides faster, cheaper shipping options like Prime.
- Join waitlist for FBA Onsite program for product prep and storage at your own facility.
FBA streamlines fulfillment but lowers overall profit margin on sales due to fees.
Driving Product Reviews
Product reviews greatly influence purchasing decisions. Promptly follow up with customers asking them to leave honest reviews:
- Customers receive email invites from Amazon to review purchases. Gently remind them of this.
- Offer discounts on future purchases in exchange for reviews.
- Report inaccurate or fraudulent reviews.
- Respond professionally to negative reviews detailing how you are addressing issues.
High ratings and reviews build social proof. Monitor them closely.
Advertising on Amazon
Promote listings through Amazon Advertising:
- Sponsor Products ads display your listings higher in searches. Pay per click.
- Run targeted Product Display Ads. Pay for impressions.
- Leverage Amazon DSP for off-Amazon ad campaigns.
- Integrate Amazon Attribution to track sales driven by ads.
- Analyze campaign performance – adjust bids, keywords and targeting.
Advertising expands reach and positions you higher when competitors also advertise.
Avoiding Account Suspensions
Follow all of Amazon’s policies closely to avoid suspensions:
- Never manipulate reviews, falsify information or misrepresent products.
- Only purchase verifiable 5-star reviews from legitimate sources.
- Don’t ship products purchased externally or reimbursed solely for reviews.
- Avoid selling inauthentic, illegal or dangerous items.
- Carefully vet suppliers, brands and listings to confirm compliance.
Suspensions severely damage your seller reputation and business.
Amazon provides unmatched scale and tools to sell products successfully online. Conduct product research, optimize listings, leverage features like FBA and advertising, actively solicit legitimate reviews, closely track inventory and metrics, and avoid policy violations. With focus on providing an amazing customer experience, selling on Amazon can become a highly profitable sales channel.