Create an Amazon Store: Beginner’s Guide
Step 1: Set Up Your Amazon Seller Account
Choose Your Selling Plan
Amazon offers two primary selling plans: Individual and Professional. The Individual plan is suitable if you plan to sell fewer than 40 items per month, as it charges a $0.99 fee per item sold. The Professional plan costs $39.99 per month, regardless of how many items you sell, and provides access to advanced selling tools like bulk listing, inventory management, and API integrations. To choose, visit sellercentral.amazon.com and click “Sign Up.” You’ll be prompted to select your plan during the registration process. Consider your anticipated sales volume and the need for advanced features before making your selection.
Register Your Business Information
Once you’ve chosen your selling plan, you’ll need to provide detailed business information. This includes your legal business name and address, contact information (phone and email), and bank account details for receiving payments. Amazon also requires a valid, chargeable credit card for seller fees. You’ll need to provide tax information, such as your Social Security Number (SSN) or Employer Identification Number (EIN), for tax purposes. Ensure all information is accurate and matches your official documentation to avoid delays in account verification. Amazon may take several days to verify your information, so be prepared for a brief waiting period.
Step 2: List Your Products on Amazon
Add Products Individually or in Bulk
After your account is set up, you can begin adding products. For individual product listings, navigate to “Inventory” > “Add a Product” in Seller Central. You can search for existing products by ASIN, ISBN, UPC, or EAN, or create a new product listing if your item doesn’t already exist on Amazon. For bulk uploads, especially useful for a large inventory, use the “Add Products via Upload” feature under the “Inventory” tab. You’ll need to download a category-specific inventory file template, populate it with your product data (SKU, product ID, product ID type, title, brand, manufacturer, description, price, quantity, images, etc.), and then upload the completed file. Ensure your data adheres to Amazon’s strict formatting guidelines to prevent errors.
Optimize Product Listings with Keywords and Images
To maximize visibility and sales, optimize your product listings. For keywords, research relevant terms using tools like Amazon’s own search bar suggestions, competitor analysis, or third-party keyword tools. Incorporate these keywords naturally into your product title, bullet points (key features), and product description. Amazon also has a “Search Terms” field in the backend of your listing where you can add additional keywords that don’t appear on the product page. For images, Amazon requires a primary image on a pure white background, showing the product clearly. Provide multiple high-resolution images (at least 1000 pixels on the longest side for zoom functionality) from different angles, lifestyle shots, and images showing product scale or features. Video can also be added for enhanced engagement for some sellers.
Step 3: Manage Orders and Customer Service
Process and Ship Customer Orders
When an order is placed, you’ll receive a notification in Seller Central and via email. Navigate to “Orders” > “Manage Orders” to view pending orders. If you’re fulfilling orders yourself (FBM – Fulfillment by Merchant), you’ll need to pick, pack, and ship the items. Amazon provides options to print shipping labels directly through Seller Central, or you can use your preferred shipping carrier. Ensure you ship within the promised handling time to maintain a good seller performance rating. Once shipped, confirm shipment in Seller Central by entering the carrier and tracking number. If using Fulfillment by Amazon (FBA), Amazon handles storage, picking, packing, and shipping, simplifying your logistics.
Respond to Customer Inquiries and Reviews
Proactive and timely customer service is crucial. Monitor your “Buyer-Seller Messaging” inbox regularly, accessible from the Seller Central homepage or under “Performance” > “Customer Service.” Amazon requires sellers to respond to customer inquiries within 24 hours, including weekends and holidays. Provide clear, helpful, and polite responses. For product reviews, while you cannot directly respond to negative product reviews on the product page, you can reach out to the customer via Buyer-Seller Messaging if they have left an identifiable comment, offering assistance or resolution. For seller feedback (feedback on your service), you can respond publicly or privately to address concerns and thank customers for positive experiences. Aim for a high customer satisfaction rating to build trust and improve your store’s reputation.
Step 4: Promote and Grow Your Amazon Store
Utilize Amazon Advertising Options
To increase visibility beyond organic search, leverage Amazon’s advertising services. Sponsored Products ads promote individual product listings in search results and on product pages. Sponsored Brands ads feature your brand logo, a custom headline, and multiple products, appearing prominently in search results. Sponsored Display ads reach relevant audiences on and off Amazon. You can create and manage these campaigns through the “Advertising” tab in Seller Central. Start with a small budget, target specific keywords, and monitor campaign performance closely. Adjust bids and keywords based on your ACoS (Advertising Cost of Sales) to optimize your return on investment.
Monitor Performance and Optimize Sales Strategies
Regularly review your performance metrics in Seller Central under “Reports” and “Performance.” Key metrics include sales dashboard, business reports (sales, traffic, conversion rates), inventory health, and customer service performance. Analyze which products are selling well, identify slow-moving inventory, and understand customer behavior. Use this data to optimize your pricing strategies, improve product listings, refine your advertising campaigns, and manage your inventory more effectively. Consider running promotions (e.g., Lightning Deals, Coupons) or participating in Amazon programs like Subscribe & Save to boost sales. Continuously testing and adapting your strategies based on data will be key to long-term growth and success on Amazon.
FAQs
Q: How long does it take to get approved to sell on Amazon?
A: The approval process can vary. Account verification typically takes a few days to a week, but it can sometimes extend to several weeks if Amazon requires additional documentation or a video call verification. Ensure all your submitted information is accurate and consistent with your legal documents to expedite the process.
Q: What is the difference between FBA and FBM?
A: FBA (Fulfillment by Amazon) means you send your products to Amazon’s fulfillment centers, and they handle storage, packing, shipping, customer service, and returns for those orders. FBM (Fulfillment by Merchant) means you store your own products and are responsible for all aspects of shipping, handling, and customer service yourself. FBA generally offers faster shipping (Prime eligibility) but has associated fees, while FBM gives you more control but requires more hands-on management.
Q: Can I sell handmade items on Amazon?
A: Yes, Amazon has a dedicated marketplace called “Amazon Handmade” specifically for artisans to sell their handcrafted goods. To sell on Amazon Handmade, you must apply and be approved, demonstrating that your products are genuinely handmade. It operates within the broader Amazon platform but has specific guidelines and a different fee structure for handmade sellers.
Q: How do I handle returns as an Amazon seller?
A: If you use FBA, Amazon handles all customer returns on your behalf according to their return policy. If you use FBM, you are responsible for managing returns. Amazon provides a “Manage Returns” section in Seller Central where you can authorize returns, issue refunds, and track return requests. You must adhere to Amazon’s return policy, which generally allows customers to return most items within 30 days of receipt for a full refund.
