Amazon setup – get help to get started

Setting up products on Amazon and managing the associated processes can be challenging to begin with. That’s why at WeMarket, we have made it our mission to “crack the code” to selling successfully on Amazon. We continually work on expanding our knowledge of the Amazon platform. Selling on Amazon is a complex process, so we dedicate time each week to deepen our understanding and keep up to date with Amazon’s many changes, ensuring we always have the latest insights into the various processes.

Amazon is somewhat similar to Google. It works best if you follow their rules and guidelines – otherwise, you risk having your products suspended. This means you will not be able to sell your products for a period, which can become very costly if you don’t comply with the rules.

There are therefore a number of things you need to consider and be aware of when preparing your products for sale on Amazon. Let’s take a look at some of them.

• Is Amazon right for you?
• How should you sell through Amazon?
• Which Amazon platforms should you sell on?
• What is the difference between Amazon and other similar platforms?
• Which products sell best on Amazon?
• What does it cost to be on Amazon?
• How much can I earn on Amazon?
• I want to get started – what do I do?
• Amazon in Danish?
• Get help to get started

Is Amazon right for you?

The first thing you should consider is whether Amazon is the right platform for you. It requires insight and patience to sell successfully on Amazon. Insight, because you need to learn Amazon’s rules and guidelines. Patience, because there are no shortcuts to quick sales. It often takes new, unknown sellers several months to achieve their first sales. In addition, consider the following points:

• Support. If you use Amazon UK, for example, be prepared that all support is handled in English – and in writing! You cannot call Amazon – you can only create support cases in their system. Occasionally, they may call you to clarify your enquiry, but it is always Amazon who decides if a call is needed. They respond relatively quickly, but the answers are often quite vague. However, you can search their help sections and find good videos on YouTube explaining various areas in detail.
• Time. Be prepared to spend a significant amount of time on Amazon-related tasks. If you handle everything yourself, there are many articles and videos you’ll need to review to understand how the platform works. Even if you get external help in some areas, there are still many aspects you must manage independently.
• New tasks and routines. You’ll need to adapt to doing things differently from what you’re used to. You must do things the way Amazon requires, not necessarily how you want them done. Amazon is not like other platforms; their main focus is on keeping customers happy so they continue to buy quality products. This means they set high standards for you as a seller. The requirements are designed to satisfy customers – not sellers.

How should you sell through Amazon?

You can sell products in three different ways:

• Merchant Fulfilled: You sell products yourself via Seller Central. You are responsible for customer service, returns, order management, etc. Open to everyone.
• Fulfilled by Amazon – also known as FBA: Amazon sells products for you through Seller Central. Amazon handles customer service, returns, order management, and more. Open to everyone.
• Vendor Central: Amazon manages wholesale / B2B sales for you through Vendor Central. You can also sell B2B through Seller Central, but Vendor Central gives you access to a range of advanced B2B features. Requires an invitation to access, which is easier if you have a recognised brand.

Each option has its advantages and disadvantages. If you use FBA, for example, you must send your products to an Amazon warehouse. There are specific guidelines for how items should be packed and shipped. In return, Amazon handles sales, packing, and delivery, so you can focus on other areas of your business.

Contact WeMarket for a discussion about which options best suit your business.

Which Amazon platforms should you sell on?

In Europe, Amazon operates marketplaces in the UK, Spain, Italy, France, and Germany. Amazon is also available in Japan and the USA. If you want to sell on multiple platforms, you must be able to manage translations for the different languages. Since product titles and descriptions are often continually refined and optimised, coordinating translations across several languages can require significant organisation. The Amazon user interface is visually the same across all platforms, but products are managed separately on each one. However, it is possible to update general information across country platforms.

What is the difference between Amazon and other similar platforms?

The main differences between the platforms lie in how they are strategically structured. eBay, for instance, sells almost everything at low prices and is good for handling used items. However, eBay does not manage returns in the way Amazon does. Amazon charges higher fees but offers a more secure selling environment. There’s also a bit of “brand loyalty” involved – some simply don’t like Amazon, just as not everyone is a fan of Microsoft. If you want to determine which platforms are best for you, be prepared to test product sales on several marketplaces. Alternatively, you can start with Amazon and compare it to the sales you already have through your own webshop.

Which products sell best on Amazon?

Competition is fierce on Amazon. This means that the more generic your products are, the harder it can be to sell them. Just like with Google, it’s easier to sell niche products than generic items like clothing, shoes, and electronics, as it’s simpler to optimise product titles and descriptions. With niche products, you are more likely to create unique text that hasn’t been used by many other sellers. If you sell generic products, you can still succeed, but it will require extra effort. For instance, if you sell clothing under your own brand, you will have more opportunities to market your products and stand out from the competition.

What does it cost to be on Amazon?

There is no simple answer to this. Amazon always takes their share – as much as they believe the market will allow. You can find examples here of what it costs to sell through Amazon. As you can see from the calculations, it can be difficult to get a clear overview of the total cost.

How much can I earn on Amazon?

Your earnings on Amazon depend on a number of factors. If you sell through FBA, where Amazon sells your products for you, your profit will depend on your ability to negotiate a good deal with Amazon. They will try to take as large a share of the profits as possible, so your job is to negotiate effectively and secure as much of the sales margin for yourself as you can.

I want to get started – what do I do?

If you have decided to sell via Amazon, the first step is to create an account on Seller Central. Here, you enter basic information such as your company name and registration number. These details must be verified, which involves uploading a copy of the contact person’s passport and a utility bill showing that your business is registered at the provided address.

Product listing on Amazon

Next, you need to start listing your products. This applies whether you are selling your products directly or via Amazon FBA. You can add products manually or upload them in bulk using a template provided by Amazon. The required product information depends on what you wish to sell. Products must be assigned to a category, each of which has different fields to be completed.

If you add products manually, you have more control over the information used. This can be useful during a testing phase when you want to start with just a few products to gain experience with the process.

If you have many products to list, it’s best to automate the process using Amazon’s templates to upload products in bulk. In our experience, the templates often require some adjustment to work optimally. We are happy to assist you with this process, as it can be daunting to manage without expert help.

In addition to titles and descriptions, images are extremely important on Amazon. Ideally, you should have as many images as possible, showing each product from several angles. For every angle, you should have the corresponding images for each colour or size, which can result in a large number of images that need to be produced.

Products are listed – what now?

Once your products are listed, it’s time to start selling. Sales are by far the most important parameter for Amazon – they earn money when your products sell. Unlike Google, which mainly profits from ads based on searches, Amazon rewards active sales. The more you sell, the greater your opportunities to sell even more. Conversely, if you don’t sell anything, it becomes more difficult to gain traction. For example, you cannot simply start advertising products with no sales history, as Amazon prefers to show users products that are already selling well.

Therefore, you should begin optimising wherever possible. This could mean improving product descriptions, adding new images, checking stock levels, and so on.

Synchronising stock data

If you plan to sell the same products through multiple channels, such as your own webshop and Amazon, it is crucial to keep your stock levels accurate. If your stock on Amazon does not match your actual inventory, you risk getting penalty points from Amazon. Too many penalty points can result in your products being suspended. For example, if you state that you have 10 units in stock, you must be able to dispatch 10 units as soon as an order comes in.

Selected webshop systems can be integrated with Amazon so that stock levels are updated automatically on both platforms whenever a sale is made. WeMarket can help you determine the best way to manage this with your existing systems.

Reviews on Amazon

What we refer to as reviews in Danish are highly valued on Amazon. In addition to sales, reviews are given great weight. Products with no reviews will struggle to appear on the first pages and top positions on Amazon. Products with many (positive) reviews will see higher sales. It is therefore important to encourage your customers to leave a review for the products they purchase, as this increases the likelihood of future sales.

How do you price products on Amazon?

Amazon wants its users to get the best possible deal. If your products are more expensive than your competitors’, your product will rank lower. It can be beneficial to experiment with lowering prices or even significantly reducing prices on selected products to stimulate sales, even if it means a lower margin initially.

Offering promotional prices works well. Displaying a previous price crossed out followed by a lower offer price is effective, but the offer price still needs to be competitive compared to others on the platform.