How to sell on Amazon?
The process of starting to sell on Amazon
The process of starting to sell on Amazon can be divided into several stages. The first and most important is product selection and pre-implementation analysis, the second is the preparation of all necessary product and formal data, and finally, the third is opening an account, uploading products, configuration, and starting to sell.
What products to sell on Amazon?
This seems obvious, but it is not at all. If we are a manufacturer, brand owner, craftsman or distributor, the choice is simpler – we sell what we currently have in our own offer and what we offer in other sales channels, online or offline.
If we are a distributor and the products in our offer are already offered on Amazon marketplaces, we can simply become another seller of this product on Amazon (so-called piggybacking). If the products are not there, you must decide whether to create a new listing for such a product or not.
What should be the basis of such a decision?
The potential of the given product on Amazon. To find out what the potential is, you need to analyse its position on Amazon, using tools available on the market or by commissioning us to carry out such an analysis (here you can find sample results of such an analysis).
If your product is unique, exceptional, and has no benchmark in the market, then such a product listing needs to be created.
If we do not know what products to sell on Amazon, we must find such products first. There are several possibilities:
Look in your contact list and environment for people or companies that are manufacturers or distributors of products, check if such or similar products are already available on Amazon, and create an Amazon listing or attach to an existing listing (piggybacking).
If you do not have such contacts, expand your search circle and look on the market for manufacturers, distributors, stores, craftsmen who can supply such products — both locally and through platforms like AliExpress or Alibaba.
Pre-implementation analysis and decisions to be made
Apart from the products themselves, a number of other decisions need to be made and necessary data collected, including:
On which of the Amazon marketplaces our products will be offered – in Europe we can choose from amazon.de, amazon.co.uk, amazon.fr, amazon.it and amazon.es marketplaces.
In which model we will run our sales: FBA, FBM, Vendor.
What pricing policy will we implement in this channel? The decision should be based on the analysis of our unit manufacturing costs, purchase costs, Amazon fees, logistics costs, a buffer for returns, damage or complaints, and our product margin.
In which product categories we will sell.
What resources we have within the organisation to handle orders, customer service, and returns.
Whether we have carriers who will be able to deliver our shipments to customers in a given market.
Prepare the necessary documents required to set up a seller account in Seller Central.
If you already have a complete set of the above data, you can proceed to the next stage — preparing the product database.
Preparation of product data
This is a key element of preparing for sales on Amazon, which is a determinant of success. At this stage, do not take any shortcuts. Product data is the element on the basis of which an Amazon customer should decide to purchase and choose our product rather than a competitor's.
The essential product data that must be prepared before uploading products to Amazon:
Product title. It should be the product's showcase, convey the most important data, and encourage clicking on the description.
Product image. On the product page, the customer looks at the photos first. Amazon allows adding up to 9 photos: one main image and 8 additional ones. (Check the technical requirements for photos). Photos are meant to inform and sell — show the product from different angles, its features, and benefits. Invest in quality — it pays off.
Bullet points. Concise, most important features (usually up to 5). It is worth including:
What product differentiators (USP) we communicate.
Whether we have a complete database required to create a listing: titles, descriptions (general + bullet points), EAN codes, logistics data (weights, dimensions), photos compliant with Amazon guidelines.
Product prices and shipping costs.
General product description. Traditional description: features, application, technical data.
Product logistics data, i.e. weights, dimensions of the product and packaging, and EAN codes (at a minimum in each category). Depending on the category, the scope of data may vary.
Setting up an Amazon account
This stage is the culmination of the process of starting to sell.
To open an Amazon account, you need:
Account name – this is how customers will see your offer. Let it be easy to remember and consistent with the offer (it does not have to be the company name).
Company documents – a scan of a document confirming business registration (CEIDG/KRS / register certificate).
Scan of identity document of the owner or manager (if ID card, both sides in one file).
Scan of documents confirming the address of the business or manager (e.g. utility bill).
Active credit card.
With a complete set of the above data, we are ready to register the account. After registration, you need to complete the data in the settings, upload products, and... we are ready to start in the world of Amazon.