A Sensible Information for Founders


👀 TL;DR: Ought to I promote on Amazon? Even essentially the most profitable Amazon sellers will admit it’s a love/hate relationship. Promoting on Amazon comes with its prices and difficulties, but in addition huge potential. So, is it value it? Should you take a look at the numbers alone — sure.

To Amazon or to not Amazon? It’s a call most entrepreneurs will face, and it’s not a straightforward one. You need to consider a sophisticated listing of the potential alternatives in opposition to the myriad challenges.

Should you’re looking for a easy reply, you then is likely to be tempted to purely take a look at the numbers. In line with the State of the Amazon Vendor 2023 report, 89% of Amazon sellers are worthwhile, and 37% reported elevated earnings in 2022 regardless of rising prices. However quick time period earnings aren’t the precise purpose for each enterprise. Corporations targeted on model constructing might wrestle with Amazon, which prioritizes the shopper expertise with out highlighting the businesses who provide widespread merchandise.

In line with our discussion board’s success tales, the hot button is to make use of the Amazon platform as a step in your organization’s journey. It really works greatest as a facilitator of progress, both at the start levels of constructing a enterprise, or after a model has established buyer affinity.


The important thing recommendation is: Don’t solely depend on Amazon gross sales. Construct your small business exterior of the platform as effectively.


The Way forward for Promoting on Amazon: What To Count on in 2023 & Past :astronaut:

Amazon’s dominance within the eCommerce trade is simple. Nonetheless, in response to our 2022 eCommerce Tendencies Report, the share of retailers promoting on Amazon has declined barely from 55.8% to 53%, indicating a turning level to be aware of.

Whereas current sellers aren’t planning to depart, off-Amazon manufacturers are outperforming their Amazon counterparts in most metrics. This pattern might sign a gradual decline in Amazon’s affect within the years to return.

However take into account that Amazon is a pressure to be reckoned with, making $514 billion in annual income final 12 months. However numbers alone don’t inform the entire story.

Many manufacturers hesitate to promote on Amazon resulting from related charges, relinquishing buyer relationships, and worry of cannabilizing gross sales or model picture.


:blue_book: This complete information goals to present you a holistic image of what to contemplate when making this resolution and provide recommendation from different entrepreneurs who’ve confronted the identical alternative.

We’ll cowl:

  • Amazon Gross sales: Execs and Cons
  • Prices to Promote on Amazon: What You Must Know
  • Mastering Amazon Gross sales: Insider Ideas and Methods
  • Selecting Worthwhile Merchandise to Promote on Amazon
  • Go-To-Market Methods for Amazon
  • Issues for Amazon Order Success
  • Manufacturers’ Success Tales: Shifting On and Off the Amazon Platform

Weighing Up the Alternative Price + Blended Opinions

The state of play: In case you are Anti-Amazon, all the identical causes nonetheless exist, but it surely continues to get higher. Within the face of quickly rising prices and troublesome progress, anybody that has been on the fence about making an attempt Amazon ought to strike now.

Founding father of Petalura.com Allan Shiffrin sparked an fascinating thread on EcommerceFuel’s (ECF) group discussion board earlier this 12 months.

Context: Petalura, a Shopify retailer reselling distinctive merchandise, grew to an 8-figure vendor in 2022. Going through challenges with extra stock and diminished money movement, they thought-about exploring Amazon as an choice to complement their efforts in 2023 with out a big upfront funding.

“Initially, the rationale I’ve been contemplating it is because of a big quantity of a specific product we provide. They’re packaged with Petalura branding and are distinctive, with restricted availability.”

The thread generated combined opinions in our group, reflecting the continued debate in regards to the deserves of promoting on Amazon. 

Right here’s a recap: 

  • One ECF member strongly means that Amazon will not be the precise platform for promoting distinctive merchandise as it’s best fitted to fast-moving commodities. Additionally it is a high-risk channel that requires plenty of power.
  • One other ECF member factors out that Amazon’s charges and commissions are fairly excessive, which will be difficult for resellers with low margins. Moreover, there could also be further promoting prices.
  • An ECF member disagrees with the earlier opinions and believes that high-quality (distinctive) merchandise can promote effectively on Amazon, particularly if they’ve unique contracts with the producers to characterize them on the platform.
  • An ECF member who states they’re pro-Amazon, means that there are nice potentialities for unique reselling and personal label objects on the platform. They counsel that it’s value making an attempt out a couple of SKUs to see what occurs and observe that unique partnerships with producers and types will be useful however might not at all times be possible resulting from low margins.
  • One other member warns that promoting on Amazon is a long-term sport that requires funding in itemizing constructing, overview era, and promoting for a long-term ROI. Nonetheless, if achieved proper, it will probably add vital income to the model.

Based mostly on these 5 opinions alone, what’s clear is there isn’t a one-size-fits-all reply to promoting on Amazon. Every opinion presents a special perspective and set of issues.

So let’s break the decision-making course of down additional.

The Prices of Promoting on Amazon

The reply no person likes: it relies upon. The worth tag for promoting on Amazon depends upon a couple of components like what you’re promoting, how you propose to meet orders, and which promoting plan you select. However that’s really a very good factor! It means you’ll be able to combine and match choices to provide you with the right plan that aligns together with your objectives and funds.

:point_right: Learn extra on Amazon’s pricing web page.

:point_right: For a extra detailed breakdown of the required prices, really useful prices, and further prices—extremely advocate testing Jungle Scout’s detailed prices breakdown.

They divide the prices into three classes; required, really useful, and bonus. For the sake of time, a TLDR model of this breakdown is under.

Overview: The plan is to promote a product on Amazon US as a personal label utilizing the Success by Amazon (FBA) mannequin. The overall landed value of the merchandise is $4, and the purpose is to get a 100% Return on Funding. The product will probably be normal measurement, mild sufficient to ship by air, and 500 items will probably be bought on the market.

Be aware for the reader: It’s probably you have already got an concept of stock and pattern prices, however for the sake of offering a full image, we’ll embrace the additional element.

Required prices breakdown:

Contemplate stock value (the most important funding), Amazon Skilled Sellers Account price, and $30 one-time UPC code value— all essential components affecting profitability.

:moneybag: Complete required prices: $2,570

Required costs for selling on Amazon
The overall required prices for promoting on Amazon.
  • Sponsored advertisements funds: $300 ($10/day for 30 days)
  • Registered trademark: $350

Sponsored advert funds should be used with optimized product listings for efficient conversion. Prior analysis is important to make sure trademark availability earlier than making a model. Early trademark registration permits Amazon Model Registry advantages.

:moneybag: Complete really useful prices: $650 (plus required prices)

Costs that are recommended for selling on Amazon (+ required costs)
Prices which might be really useful for promoting on Amazon (+ required prices)

Bonus Prices Breakdown

  • Design work: $200
  • Product images: $300

Success in promoting on Amazon requires good design and photographs. Rent a talented designer from Upwork or Fiverr for knowledgeable emblem and packaging. Use white background and life-style pictures for higher product visibility. Closeups and comparisons can convey measurement and high quality. Skilled picture modifying can value $25-$50 per picture.

:moneybag: Complete bonus prices: $500 (plus required prices)

Bonus costs for selling on Amazon
Bonus prices for promoting on Amazon

 The Grand Complete: It prices between $2790 and $3,940 to start out an Amazon enterprise.

Jungle Scout’s survey reveals Amazon sellers spend $3,836 to start out their companies. For personal label utilizing Amazon FBA, prices vary from $2,790 to $3,940, together with obligatory, really useful ($650), and bonus prices ($500).

Takeaway: Whereas there are prices to promoting on Amazon, these prices are sometimes no completely different to what you’ll incur with your personal Shopify retailer. Nonetheless, you may say there are “completely different” prices at play right here—and it actually depends upon what you are ready to tackle as collateral. Extra dialogue on this arising!

Mastering Amazon Gross sales: Insider Ideas & Methods You Want To Know Earlier than Beginning

No smoke and mirrors right here— solely actual, actionable recommendation from those that have been there, achieved that. 

Able to make a take care of the satan? 😈

Regardless of the challenges, an ECF member admits it’s too onerous to stay with out Amazon.

On high of changing into reliant on Amazon for almost all of his gross sales, he provides to the listing of Amazon vendor challenges;

  • Lack of vendor assist: Amazon’s customer support is predominantly automated (run by bots), which suggests it may be difficult to talk with a human consultant who can help you together with your downside.
  • Issues created by bots: The bots create issues with key phrase matching. 
    • For instance, the vendor who focuses on stickers has encountered points when trying to promote designs that characteristic the phrase “use hand sanitizer” on Amazon. The platform’s automated system rejects the stickers, as Amazon requires sellers to hunt approval earlier than promoting hand sanitizer. Regardless of opening a case and explaining that the merchandise are stickers, the vendor has confronted repeated rejection from Amazon.
  • Sluggish resolutions: Amazon will lose your FBA objects and require you to show that you simply personal the misplaced product. 
    • On this case, the vendor is the producer to allow them to solely ship uncooked materials invoices. They’ve misplaced about $1,400 value of our merchandise, and nonetheless ready on Amazon’s resolution weeks later.

Whereas Amazon makes it tougher with minimal assist and creating points you want to resolve, one other ECF member stated they’ve a staff of 4 completely different specialists to work throughout their model and shoppers’ Amazon accounts. 

  • Model supervisor— drives technique
  • Promoting specialist—is aware of advertisements in and out
  • Content material creator—designs the listings (photoshop, and so forth.)
  • Compliance specialist—makes use of our SOPs to struggle with Vendor Assist and get reimbursements

On that observe, promoting is completely required to succeed. With one search on Amazon you’ll be able to see that 90% of merchandise above-the-fold are advertisements. It is a professional and con. Should you do promoting effectively you’ll be able to rise above your rivals. However when you don’t, you’ll be placing your product discoverability and conversion charges in danger.

However the query nonetheless stays, goes down this path value it?

Checking Search Demand: An Alternative Hiding in Plain Sight :mag_right:

Do you know you may be producing demand on Amazon as a by-product of your present advertising and marketing? Apparently, 66% of shoppers begin their on-line searches for merchandise on Amazon.

Need to know if there’s a chance in your model? Right here’s how:

  • Analysis demand on Amazon: Sort in your key phrases into the Amazon search bar. This gives you an concept of what persons are looking for when they’re searching for merchandise much like yours on Amazon.
  • Use Merchantwords (or related database) to get estimates of search volumes: It will offer you widespread searches associated to your model and their estimated search volumes.
  • Verify for rivals bidding in your model identify: Be careful for any rivals who is likely to be bidding in your model identify and taking away your potential clients.
  • Use Helium10 or JungleScout to search out product alternatives: As a substitute of specializing in the merchandise that you’ve good stock in, these instruments may help you discover the merchandise which have essentially the most alternative for progress on Amazon.

An instance for Petalura:

These are the commonest searches. Subsequent, search on MerchantWords for Petalura to see widespread searches and their search quantity.

From this preliminary investigation, you’ll not solely be capable of see if persons are looking on Amazon for you, but when different manufacturers are taking clients away from you by bidding on key phrases that include your identify.

There may be an argument to say that when you don’t promote on Amazon, another person will. 

But it surely’s not about going all-in. The hot button is understanding what merchandise to promote to meet the demand. 

Selecting the Most Worthwhile Merchandise To Promote: Branded vs. Generic 📦

Do you have to promote your personal branded merchandise solely on Amazon or generic non-branded objects too? Which ends up in higher gross sales? Let’s speak about profitable methods utilized by different ECF members.

Promoting non-exclusive SKUs

One ECF member began promoting on Amazon round 11 years in the past. He listed his merchandise on the market on Amazon by matching them with current ASINs (Amazon Commonplace Identification Quantity) of comparable merchandise already listed on Amazon. This technique allowed him to piggyback off the present demand and site visitors for these merchandise with out having to create a novel product itemizing from scratch. By doing so, he might learn the way the Amazon platform labored and generate further income and revenue with minimal effort.

From his perspective, it’s doable to have good gross sales on Amazon for non-branded merchandise—however you shouldn’t make it your main enterprise mannequin.

I might say out of the 10-15 or so of these merchandise over the previous 5 years, 50% of them had been very profitable for a short while (1 12 months or much less), 20% had been full let-downs, and 20-30% are nonetheless promoting on Amazon (US) very robust.

ECF Member

His recommendation for itemizing non-branded merchandise: Photos and titles are essential for product listings, and setting your product other than rivals could make a distinction. However, select your product rigorously, as your account’s maturity and monitor document might also impression product rankings.

🔥 Sizzling tip: Use an Amazon itemizing optimization software like Helium10 that can assist you enhance each side of your product itemizing to maximise gross sales and increase your rankings.

He talked about that regardless of promoting generic merchandise, they listing them underneath their model identify to make the most of the advantages of Model Registry and forestall others from becoming a member of the itemizing.

Learn extra: Instance in case you are promoting non-exclusive SKUs (for current ECF members)

Itemizing older merchandise

Isaac Medeiros Founding father of Mini Katana determined to promote on Amazon after 2 years of resistance—after he discovered that they had 100k branded searches a month on Amazon. His technique is itemizing older merchandise and saving the very best stuff for his web site.

We’re solely placing older merchandise on Amazon and maintaining the actually good things on our web site. Up to now, it’s set to do 7 figures this 12 months with minimal effort from my staff (the advertising and marketing will get achieved with or with out Amazon).

ECF Member & Founding father of Mini Katana Isaac Medeiros

Reader Be aware: Not too long ago, Isaac stated they’ve stopped utilizing Amazon. It was an experiment that didn’t work out effectively for them in the long run—primarily as a result of they do drops, and that technique didn’t translate effectively on the platform.

Supply restricted sizes and colours

One other ECF member stated he gives a restricted providing of sizes and colours on Amazon—which might be one other good technique to contemplate when you’ve got plenty of SKUs.

Promoting high-end enterprise merchandise

This ECF member recommends branding merchandise for higher management and alternatives within the gross sales course of. Nonetheless, there are nonetheless some alternatives in promoting open-branded merchandise, but it surely comes with potential dangers and volatility.

My private expertise is that there are some alternatives in open-branded merchandise however you need to attempt branding the place doable when doable.

ECF Member

Key takeaways:

  • Good gross sales are doable for non-branded merchandise, but it surely shouldn’t be the primary enterprise mannequin.
  • Itemizing in opposition to current ASINs can earn income and assist be taught the nuances of the platform.
  • Photos and titles are important for non-branded product listings, together with product differentiation.
  • Account maturity and monitor document might impression product rating.
  • Promote older merchandise on Amazon whereas saving greatest ones in your web site.
  • Providing a restricted vary of sizes/colours on Amazon might work when you’ve got many SKUs.
  • Aggressive pricing is essential with out model differentiation to attain a very good rating.
  • The worth needs to be at or under the highest listings to have an opportunity at rating.

Amazon Go-to-Market Strategies 🏌️

Two finish methods for home Amazon sellers: fats margin and dominate advertisements, or let-it-ride. The previous includes elevating costs, rebranding, and specializing in advertisements.

The latter includes shutting off advertisements fully, with one massive caveat: the general public having success with this have a robust model presence exterior of Amazon, an already dominant product, or a particularly distinctive product that can not be simply replicated.

Amazon Order Success Issues 🚚

Most entrepreneurs start promoting on Amazon by creating a personal label product and utilizing Amazon FBA, which 86% of sellers choose. In comparison with 37% preferring FBM (Success by Service provider). And primarily based on some ECF members experiences, FBA is best for gross sales.

FBA will double your gross sales primarily based on what we’ve seen over time.

ECF Member

One other ECF member solely makes use of FBM resulting from their massive variety of SKUs, though they not too long ago launched some FBA productsm which already characterize ~5% of their Amazon gross sales. 

Some key factors:

  • Personal label sellers choose FBA, whereas dropshippers and handmade artisans choose FBM.
  • FBA sellers sometimes spend extra upfront on stock funding.
  • FBA permits for totally distant ecommerce companies.
  • FBM sellers can begin promoting quicker than FBA sellers.
  • FBM sellers often have bigger product catalogs than FBA sellers.
  • 22% of FBM sellers use a mix of FBM and FBA.

However from buyer scams to A-Z claims, there’s a irritating facet to promoting on Amazon—irrespective of which achievement technique you select.

After promoting on Amazon for a few years, this vendor shares his rising frustration with promoting on Amazon, citing buyer scams and A-Z claims as widespread complications. 

  • In a single occasion, a buyer returned a $250 FBA merchandise with an older, broken model of the product and one other vendor’s sticker on it, however his declare was unsuccessful. 
  • In one other case, USPS misplaced a seller-fulfilled merchandise, prompting an A-Z declare from the customer. Though he rapidly resolved the problem by refunding and sending a brand new merchandise, Amazon nonetheless marked his account negatively.

To carry you out of the rabbit gap of achievement experiences, bear in mind this: Scams and claims can nonetheless happen, no matter whether or not you select FBA or FBM. It’s essential to weigh the professionals and cons of every possibility and select the one which aligns together with your objectives and desires. Keep knowledgeable about potential dangers and issues that will come up whereas promoting on Amazon.

It’s Not One or the Different: Holding Your Eggs in A number of Baskets ⚖️

SMB sellers utilizing a multichannel technique for on-line gross sales are rising and anticipated to proceed in 2023. 61% of Amazon SMB sellers offered on not less than one different channel in 2022, up from 58% within the earlier 12 months. 

An ECF member thought-about pivoting to Amazon by shutting down his Shopify retailer, however acquired recommendation from discussion board members in opposition to it.

Context: He proposed a technique to simplify and scale his enterprise by shutting down his Shopify retailer and transferring all weblog content material to his WP website. He deliberate to ship merchandise on to Amazon FBA, use e-mail advertising and marketing and their WP website to extend site visitors and gross sales on Amazon, and ahead the model URL to the Amazon retailer. He additionally deliberate to promote on a number of marketplaces and create a store web page on their WP weblog to hyperlink to every market, believing this may remove the issue of consumers getting data from their website however shopping for merchandise from Amazon and allow them to outmaneuver Chinese language rivals.

As a substitute: You need to have a various enterprise technique and never be too leveraged to Amazon.

Do Amazon and your Shopify retailer. Do Amazon to pay the payments and scale. Then use that Amazon cash to construct a model off Amazon.

ECF Member

Try to be testing issues. Check sending stock into FBA, take a look at vendor fulfilled. Check purchase with Prime. Check all of it and see what’s the cost-benefit.

ECF Member

However others have chosen to remain off.

I’ve chosen to remain off Amazon for these causes: I need to personal my buyer knowledge, I would like management over the shopper expertise, and returns and opinions are in my management.

ECF Member

Success Tales: Journeys Into And/Or Out Of Amazon 🚀

Listed below are some manufacturers which have skilled success by both coming into or leaving the Amazon platform. 

Tarriss Journey Gear—Moved away from Amazon

Tarriss Journey Gear began on Amazon in 2014 with a $6,000 funding and a single personal label product. In 4 years, they reached seven figures, with 90% of gross sales coming from Amazon. However in 2018, they determined to diversify and transfer away from Amazon.

We’ve lastly kicked the Amazon behavior like we’ve been making an attempt to do for years now. Amazon accounted for lower than 20% of our income. Right now, it accounts for 0%. Simply this morning we closed a deal to promote Tarriss Journey Gear finishing our journey into and out of Amazon.

TouchUpDirect—Adjusted their Amazon reliance

TouchUpDirect initially targeted on Amazon, however they later diversified their gross sales channels. They presently have a 75/25 break up between their web site and Amazon, with a technique in place to develop their Amazon enterprise whereas defending their eCommerce enterprise, similar to solely providing their high colours on Amazon. They’ve had success with FBM and plan to interchange all FBM gross sales with FBA sooner or later.

Animalhouse Health—Branching Out to Amazon & Holding Shopify Retailer

ECF member Paul Jackson, founding father of Animalhouse Health, solely offered on Shopify for 2 years. Not too long ago, they determined to launch on Amazon to succeed in new clients with out affecting their DTC gross sales. Their predominant product MonkeyFeet already has some search quantity and copycat variations on the platform—so their ultimate purpose is to rise above these rivals. Nonetheless, they’re nonetheless within the strategy of launching on Amazon and haven’t evaluated its worthiness but.

Paul shared some perception into what he discovered not too long ago from eCommerceFuel Stay: 

  • Doing FBA as a substitute of simply FBM utilizing our current 3PL. Apparently, FBA converts 2-4x in addition to FBM, which is difficult to move up!
  • Working some fundamental PPC advertisements with a view to seize branded site visitors. We haven’t dove into this fairly but, however that is on the agenda.

In case you are pondering whether or not to chew the Amazon bullet, AnimalHouse Health’ journey is one to observe!

Closing Ideas: Is Promoting On Amazon Value It?

There’s no single definitive reply as to whether you need to promote on Amazon or not. It’s pure to really feel protecting of your model, so as a substitute of going all-in, attempt dipping your toes with one or two merchandise to see the way it goes. You by no means know till you attempt.

Need extra? Entry Practically 3,000 Amazon-Particular Discussions Inside ECF

If you’d like extra assets and recommendation from different entrepreneurs in your footwear, be part of our group of 7-8-figure model house owners. All our members are vetted practitioners—not distributors or learners—making certain everybody has a deep, significant eCommerce expertise to share. Apply at present!

Courtney Goudswaard

Submit by Courtney Goudswaard

Courtney Goudswaard is a contract author for eCommerce and associated SaaS manufacturers. She approaches her craft in a journalistic setting, delivering evidence-backed, action-packed, and easy-to-understand content material that retains your readers hooked. Join along with her through www.scribblecontent.com or on Twitter @courtig

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