A Beginners Guide to Getting Started as an Amazon Seller
Are you just beginning to start selling on Amazon? The first step is to create an Amazon selling account. You can do this by going to sell.amazon.com, where you can sign up and create your Amazon account. Enter your name, email, and the password you would like for account access. As part of the registration process, you will submit details about yourself and your business, including information related to payment and settlement processing.
Ensure that you select the appropriate classification for your business type on the Business Information page. If using a business name, use the name registered with your state or federal government. Which is the same name on your business registration document. You will then enter a company registration number, if you have one, and your registered business address. If you are an individual, enter your operating address. Amazon also requires you to provide a phone number and primary contact person.
On the Seller Information page, you must enter the personal information of the primary contact person. Specify their relationship to the business. On the next page, Billing, Amazon requires your business bank account and credit card information. This allows Amazon to transfer your sales proceeds according to a cycle. What follows on the next page is the store and identity verification information. With that, the registration process is complete.
Product Listings, Managing Inventory, Fulfilling Orders
Once you sign into your seller central account, you can access the main hub for selling on Amazon. The menu lists several tools for product listings, managing inventory, and fulfilling orders. On the menu, you can also locate advertising services, payment and business reports, the account health dashboard, and other performance management tools. On the Growth Opportunities page, you can check out ASIN (Amazon Standard Identification Numbers) recommendations related to your business’ sales potential. As a professional seller, you may also access the section called B2B (Business to Business). Moreover, you can review the brand selling benefits. These benefits apply if you are enrolled in the Amazon brand registry or are affiliated with a brand that is enrolled.
Amazon Brand Registry
How do you enroll in the Amazon brand registry? The platform recommends sellers enroll in the brand registry prior to listing products. This is so that your goods are clearly associated with your brand. This free feature provides sellers with benefits and protections that expand the reach of a given brand. To enroll, several requirements must be met. You will need a brand name or a logo with the brand name on your goods or packaging. Furthermore, you need a registered trademark for your brand name or logo, or a pending trademark registration. When you visit brandservices.amazon.com, you can review the requirements of your country and enroll. If you do not have the necessary requirements for the brand registry, do not worry. You can list your branded goods in the Amazon store by submitting a request for an unregistered brand name.
Listing Products in the Amazon Store
When listing a product in the Amazon store, one with your own brand or a product you are reselling, add the product to the inventory as a for sale item. The active products you list are then viewed by Amazon customers by way of a detailed product page. On each product page, you will include a product title, one or more images, an about section, and a description of the item. You can sell products that either are or are not already present in the Amazon store. If the product does exist in the store, you will have to match your offer.
To match a product, goto the Catalog page on the main menu, click Add Products, and then search for the product using a UPC, ISBN, JAN, or EAN number. Once you find the product in the results, specify the condition, click on “Sell this product” or “Apply to sell,” and complete the necessary application(s). Next, you will complete the Offer page, where you will enter the price of the product and other more customizable details, like condition notes and sale periods.
Creating a New Listing
If you are adding a product that is not present in the Amazon store, search the catalog and confirm that it is a new product. Then click on “Create a new listing” and complete the required information fields for the product. Certain categories require approval, which can be granted after a review by Amazon. Product information will be entered in four sections. If you are adding a product to the catalog that is branded, Amazon must approve the brand. That means, you have to enroll your brand with the registry, or, fill out a selling application for a brand in Amazon seller central. Similar to matching, you then fill out the offer and add images. Once approved, the detail page for the product will appear within approximately 24 hours. Consider reviewing the “Product page style guide” in Amazon seller central for tips on how to best create product detail pages.
Amazon Marketplace Fair Pricing Policy
The price of your items need to meet the requirements of the Amazon Marketplace Fair Pricing Policy. In order for the price of your product to be competitive, the price of your item plus shipping has to be equal to or less than what is known as the “competitive external price,” as determined by Amazon. To access the featured offer option for a product, your price must be competitive, in new condition, and you need a professional seller account.
Fulfillment by Amazon (FBA)
As an Amazon seller, you can fulfill orders by shipping directly to customers. This is called seller or merchant fulfillment (MFN). You can also use the Fulfillment by Amazon (FBA) service. If you use FBA, you can send products to Amazon which will be stored at their fulfillment centers. When orders are placed, Amazon packs and ships the product(s) for you and handles customer service. Amazon gives sellers the option to use either MFN or FBA exclusively or on a per product basis, if desired.
With MFN, you fulfill all of your orders and maintain total control over the Amazon selling experience. As such, you will be responsible for packing and delivery of products, as well as customer service duties like returns and refunds. If choosing MFN, make sure your shipping settings page is updated and customized to your business capabilities and/or preferences. You will be able to create your own return and refund policies, but the terms have to adhere to Amazon’s standards. Use the available account health metrics to evaluate your shipment performance, customer service performance, and policy compliance.
When you sign up for Fulfillment by Amazon (FBA), Amazon handles packing and shipping orders, along with customer service. FBA sellers can select certain preferences for returns. Amazon Prime free two-day shipping on products comes with FBA, and product preparation, labeling, and repackaging services are also available. Once you register your selling account with the FBA program, you will have the option to select FBA as your fulfillment method. Amazon permits MFN products already listed to be converted to FBA, if you so choose. To use FBA, you must send your products to Amazon, using the Send to Amazon workflow, so they can be received in their fulfillment network and be made available to customers.
Amazon Account Health
The health of your account, viewed on the Account Health dashboard, is a crucial aspect of selling on Amazon. Customer Service Performance is evaluated by the Order Defect Rate (ODR), which measures the amount (percentage) of orders with one or more than one indication of poor customer service experiences. Negative customer feedback, in the form of a one or two star rating, an approved Amazon A-Z guarantee claim, or a credit card chargeback. Amazon evaluates ODR every 60 days and you are required to keep it at under 1% to sell in the Amazon store.
Policy Compliance is another part of account health you should closely monitor. The compliance refers to policies regarding intellectual property, authenticity, listing, and restricted products. Definitely address any Amazon policy violations to maintain a good compliance standing. Your account could possibly be deactivated if your compliance rating is at risk or critical.
Amazon offers several options to boost sales of your products through advertising on the platform. Check out the Amazon Deals or Coupons page for more details. Brand registry members can use Amazon Vine, which gives Amazon approved reviewers your products for free. The reviewers post opinions on your products that customers may use to inform their purchases. Amazon has several pay-per-click advertising options for sellers, including Sponsored Products, Sponsored Brands, and Sponsored Display.
Your Amazon Seller Account and Legal Issues
As an Amazon seller, you may encounter certain types of infringement claims or other intellectual property issues that could disrupt your entire business. If that happens, contact us for a free consultation so that we can understand your situation. While selling on Amazon is relatively straightforward, complications may arise. Our attorneys are superb at solving a wide range of intellectual property complications for e-commerce operators just like you. We absolutely wish you the best when it comes to being an online seller, but if you need an attorney to provide you with the information or services you need to continue your success, reach out today!
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