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Selling on Amazon For Dummies Deniz Olmez

Selling on Amazon For Dummies By Deniz Olmez

Selling on Amazon For Dummies by Deniz Olmez

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Selling on Amazon For Dummies Summary

Selling on Amazon For Dummies by Deniz Olmez

Sell on Amazon and Make Them Do the Heavy Lifting Selling on Amazon has become one of the most popular ways to earn income online. In fact, there are over 2 million people selling on Amazon worldwide. Amazon allows any business, no matter how small, to get their products in front of millions of customers and take advantage of the largest fulfillment network in the world. It also allows businesses to leverage their first-class customer service and storage capabilities. Selling on Amazon For Dummies walks owners through the process of building a business on Amazon-a business that can be built almost anywhere in the world, as long as you have access to a computer and the internet. The basics of selling on Amazon Using FBA Getting started Deciding what to sell Conducting product research Finding your way around Seller Central Product sourcing, shipping and returns, Amazon subscription, fees, sales tax, and more How to earn ROIs (Returns on Your Investments) Selling on Amazon For Dummies provides the strategies, tools, and education you need, including turnkey solutions focused on sales, marketing, branding, and marketplace development to analyze and maximize opportunities.

About Deniz Olmez

Deniz Olmez is an Amazon consultant who specializes in search engine optimization, new account setup and management, FBA, and branding services. Joe Kraynak has authored and coauthored numerous books including Flipping Houses For Dummies and Foreclosure Self-Defense For Dummies.

Table of Contents

Introduction 1 About This Book 1 Foolish Assumptions 2 Icons Used in This Book 3 Where to Go from Here 4 Part 1: Getting Started With Selling On Amazon 5 Chapter 1: Laying the Groundwork 7 Getting the Lowdown on Selling Online 7 Weighing the pros and cons of online retailing 8 Taking a tour of online stores and marketplaces 9 Exploring How Amazon Works 10 Before you start selling 10 Selling products 11 Using Fulfillment by Amazon (FBA) 11 Comparing Amazon Business Types 13 Vendor (1P) versus Seller (3P) 13 Individual versus Professional 14 Arbitrage versus private label 15 Sellers with and without brand registry 17 Tabulating the Costs 18 Product sourcing 18 Shipping and storage 18 Amazon Seller fees 19 Returns 19 Other costs 20 Following Amazon's Rules 20 Seller code of conduct 20 Accurate information 21 Acting fairly 21 Ratings, feedback, and reviews 22 Communications 22 Customer information 22 Circumventing the sales process 22 Multiple Amazon Seller accounts 23 Chapter 2: Selling on Amazon in a Nutshell 25 First Things First: Finding Products to Sell 26 Deciding what to sell and not sell 26 Exploring product sourcing options 29 Listing Products for Sale on Amazon 30 Prepping and Shipping Products to Customers 31 Introducing Amazon Prime 31 Fulfillment by Amazon (FBA) and Small and Light (SNL) 32 Fulfillment by Merchant (FBM) 33 Seller Fulfilled Prime 34 Drop-shipping 34 Multi-Channel Fulfillment 35 Boosting Sales with Advertising and Promotions 35 Providing Stellar Customer Service 37 Chapter 3: Setting Up Your Amazon Seller Account 39 Registering to Become an Amazon Seller 39 Completing Your Amazon Seller Business Profile 42 Business Address 42 Official Registered Address 43 Language for Feed Processing Report 43 Legal Entity 43 Merchant Token 44 Display Name 44 Checking and Adjusting Your Account Settings 45 Entering Shipping and Return Settings 46 Shipping settings 46 Return settings 47 Securing Your Amazon Seller Account 49 Chapter 4: Becoming Familiar with Seller Central 53 Finding Your Way around Seller Central 53 Switching marketplaces 54 Navigating the menu bar 54 Using the search bar 60 Viewing your payments summary 61 Taking advantage of Amazon business reports 62 Accessing the Buyer-Seller Messaging Service 64 Getting Help and Information 65 Engaging in the seller forums 66 Contacting Amazon support for help 67 Managing your case log 67 Consulting Amazon Selling Coach 68 Skimming Amazon headline news 69 Checking out Amazon's app store: The Service Provider Network (SPN) 69 Exploring Amazon's Seller University 70 Part 2: Procuring Products to Sell On Amazon 71 Chapter 5: Knowing What You Can and Can't Sell on Amazon 73 Recognizing Products You Can Sell: Amazon's Product Categories 73 Open categories 74 Categories that require approval 75 Steering Clear of Restricted Products 76 Brushing Up on Food Safety Rules 78 Organic products 79 Chilled and frozen products 80 Chapter 6: Finding Products with Profit Potential 81 Recognizing the Characteristics of Products with High Profit Potential 82 Uniqueness 82 Price range and profit margin 82 Sales volume 83 Shipping cost/complexity 84 Reviews 84 Steering Clear of Troublesome Products 84 Trademarked products 85 Mechanically complex products 85 Products that are difficult and costly to store and ship 86 Products sold in large retail stores 87 Conducting Your Own Product Research 87 Using product research tools 87 Sizing up the competition 89 Exploring Alibaba and other Chinese online wholesale marketplaces 90 Validating or Rejecting Product Ideas 92 Weighing the pros and cons of carrying the latest, greatest products 92 Considering seasonal products 93 Giving new brands a try (or not) 93 Focusing on Price and Sales Volume 94 Checking out different pricing strategies 95 Keeping an eye on the competition 95 Estimating sales volume 97 Setting realistic profit projections 98 Chapter 7: Exploring Your Product Sourcing Options 101 Mastering Retail Arbitrage 102 Buying from brick-and-mortar retailers 102 Buying from online retailers 105 Recognizing the importance of having a purchase order (PO) or receipt 107 Sourcing Products at Auctions and Liquidation Sales 107 Weighing the Pros and Cons of Drop-Shipping 109 Buying from Manufacturers, Distributors, and Wholesalers 110 Deciding whether a manufacturer is best 111 Knowing when to opt for a distributor 111 Deciding when a wholesaler is best 112 Sourcing Products from Alibaba 114 Finding Suppliers at Tradeshows 117 Making and Selling Your Own Products: Amazon Handmade and Custom 119 Selling your own hand-crafted products 119 Selling customized products on Amazon 121 Chapter 8: Evaluating and Negotiating with Suppliers 123 Deciding Whether to Use Domestic or Foreign Suppliers or Both 124 Recognizing the pros and cons of working with domestic suppliers 124 Weighing the pros and cons of working with foreign suppliers 125 Selecting Suppliers with the Right Stuff 126 Gauging experience and expertise 127 Ensuring clear communication 127 Sizing up a supplier's reputation 128 Assessing a supplier's responsiveness 130 Comparing prices 131 Negotiating Prices and Terms 132 Prepping for negotiation 132 Brushing up on effective negotiating tactics 133 Obtaining a purchase order contract 134 Part 3: Getting Down To The Business of Selling 137 Chapter 9: Listing Products for Sale on Amazon 139 Knowing What's Required to Own the Buy Box 140 Ensuring buy-box eligibility 140 Meeting the quality metrics for winning the buy box 141 Thinking outside the buy box 144 Obtaining High-Quality Product Photos 144 Brushing up on Amazon's product photo rules and restrictions 145 Procuring manufacturer photos 146 Taking your own photos 146 Outsourcing product photos 147 Checking out Amazon Imaging Services 148 Creating a Product Listing 149 Matching to an existing product listing 149 Creating a new product listing 151 Listing multiple products in bulk 155 Listing variations and bundles 159 Creating product subscriptions 162 Increasing Your Product Search Ranking on Amazon 164 Harnessing the power of the A9 algorithm 164 Checking out the competition 166 Using keywords to your advantage 166 Chapter 10: Fulfilling Customer Orders 171 Choosing an Order Fulfillment Method 172 Fulfillment by Amazon (FBA) 172 Fulfillment by Merchant (FBM) 174 Seller Fulfilled Prime 175 Drop-shipping 177 Using Fulfillment by Amazon (FBA) 178 Accounting for the costs 179 Knowing what to send and not send to FBA 182 Signing up for FBA 185 Preparing and shipping products to FBA 185 Removing inventory from FBA 190 Shipping Products Yourself: Fulfillment by Merchant (FBM) 193 Chapter 11: Helping Shoppers Find You and Your Products 195 Gaining Traction with Product and Seller Ratings and Feedback 195 Encouraging customers to review products 196 Improving your seller rating and feedback 199 Harnessing the Power of Search Engine Optimization (SEO) 200 Jazzing Up Your Listings with A+ Content 201 Driving Web Traffic from Outside Amazon to Your Product Listings 203 Generating buzz via social media 203 Creating a website or landing page 204 Using pay-per-click advertising 206 Chapter 12: Boosting Sales with Marketing and Advertising 207 Exploring Different Ad Types 208 Sponsored Products 208 Sponsored Brands 210 Sponsored Display 211 Amazon demand-side platform (DSP) 211 Custom ads 212 Deals and coupons 212 Optimizing Your Search Rank with Sponsored Product Ads 214 Letting Amazon target your Sponsored Product ad for you 214 Targeting your own Sponsored Product Ads 215 Evaluating and adjusting your ad campaigns 217 Boosting Brand Awareness with Sponsored Brands 219 Giving Your Shoppers an Added Incentive to Buy: Deals and Coupons 221 Offering special deals 221 Offering coupon discounts 223 Creating promotions 224 Taking Advantage of External Marketing Options 225 Dipping into social media marketing 226 Harnessing the power of influencer marketing 228 Firing Up Your Email Marketing Machine 229 Chapter 13: Focusing on Customer Service 231 Understanding Why Customer Satisfaction Is So Important 232 Laying the Groundwork for Quality Customer Service 233 Managing and Shipping Orders 234 Responding to Customer Questions, Concerns, and Complaints 235 Processing Returns, Refunds, and Cancellations 236 Handling returns 237 Issuing refunds 239 Following up on order cancellations 239 Managing Seller Feedback and Product Reviews 240 Monitoring and responding to seller feedback 241 Monitoring and responding to product ratings and reviews 243 Fielding A-to-Z Claims 244 Chapter 14: Building and Managing Your Own Webstore 247 Choosing Where to Build Your Webstore: Inside or Outside Amazon or Both 248 Weighing the pros and cons of building an Amazon Store 248 Weighing the pros and cons of building a webstore outside Amazon 249 Creating two webstores 250 Laying the Groundwork for Your Webstore 250 Choosing a unique and recognizable domain name 250 Deciding how to build your webstore 251 Categorizing your products 252 Gathering the essentials to build your store 254 Creating Your Amazon Store 257 Creating a Stand-Alone Webstore 259 Designing your storefront 259 Making sure you have everything in place 261 Chapter 15: Managing Your Inventory 263 Grasping the Importance of Inventory Management 263 Managing Inventory via Amazon's Manage Inventory Page 264 Maintaining Sufficient Stock 266 Forecasting sales 266 Accounting for lead time 267 Replenishing FBA inventory 268 Setting up replenishment alerts 269 Avoiding FBA's long-term storage fees 271 Getting Some Cash or Credit to Buy Inventory 272 Hitting Amazon up for a loan 272 Getting daily payouts with Payability 273 Making savvy use of credit cards 274 Financing with loans or lines of credit 274 Part 4: Taking Your Business to the Next Level 277 Chapter 16: Putting Additional Amazon Seller Tools to Work for You 279 Tracking Your Account's Health and Performance 280 Checking your account health 280 Reviewing customer feedback 282 Monitoring and managing your A-to-Z Guarantee claims 282 Monitoring and managing your chargeback claims 283 Accessing Amazon's performance notifications 284 Gaining additional insight via the Voice of the Customer feature 284 Improving your performance via Seller University 285 Dealing with Sales Tax 285 Grasping the basics of Marketplace Tax Collection 286 Using Amazon's Tax Calculation Service (TCS) 287 Generating Business and Inventory Reports 289 Sales reports 289 Inventory reports 290 Payments reports 292 Customer concession reports 292 Removal reports 293 Managing Your Amazon Seller Account with the Mobile App 293 Getting the Amazon Seller Mobile App 294 Navigating the Amazon Seller Mobile App 294 Chapter 17: Building Your Own Brand (or Not) 297 Deciding Whether Branding Is Right for You 298 Creating Your Own Brand 299 Discover your purpose 299 Analyze your competition 300 Identify your target market 300 Identify your brand's key benefits 301 Write a slogan 302 Visualize your brand 302 Work it: Reinforce your brand 302 Trademarking Your Brand 303 Registering your trademark on USPTO.gov 303 Streamlining the trademark registration process with IP Accelerator 304 Adding your trademark to the Amazon Brand Registry 305 Building a Brand with Private-Label Products 309 Chapter 18: Taking Advantage of Third-Party Tools and Service Providers 311 Taking Product Research to the Next Level 312 Managing the Backend of Your Ecommerce Business 313 Handling multi-channel integration 314 Streamlining order management 315 Simplifying inventory management 315 Automating price changes 316 Automating Feedback and Reviews 317 Finding Help through Amazon's Service Provider Network 318 Chapter 19: Expanding Your Operations: B2B and Global Sales 321 Selling Products to Amazon as a Vendor 322 Weighing the pros and cons of selling to Amazon as a vendor 322 Increasing your chances of getting invited to become a vendor 323 Selling to Other Businesses 323 Getting up to speed on performance standards and rules 324 Managing business pricing and quantity discounts 325 Creating business-only offers 328 Enrolling in Amazon's tax exemption program 329 Negotiating business prices 330 Expanding Your Operations Globally 331 Simplifying the process with FBA Export 331 Expanding your operations into other countries using Amazon Global Selling 333 Part 5: The Part of Tens 335 Chapter 20: Top Ten Advertising Tips 337 Get to Know the Different Ad Types 337 Test the Market with Automatic Targeting 338 Make the Most of Manual Targeting 339 Find Your Long-Tail Search Terms 339 Research Your Competitor's Search Terms 340 Write Copy Specific to Your Product 340 Avoid These Common Search Terms Mistakes 341 Specify Negative Search Terms 342 Always Test and Track 343 Don't Rush! Good Advertising Takes Time 343 Chapter 21: Ten Tips to Deliver Awesome Customer Service 345 Follow Amazon's Rules and Updates 346 Respond in a Timely Manner 346 Be Honest 347 Be Empathetic 347 Go the Extra Mile 348 Ask Questions 348 Personalize Your Responses 349 Stay Calm 349 Remain Positive 350 Think Long Term 350 Chapter 22: Ten (Plus One) Tips to Find Best-Selling Products 353 Recognize Key Product Selection Criteria 354 Find a Niche 354 Sell What You Know and Love 355 Do Your Own Thing 355 Don't Expect Seasonal Products to Sell Year-Round 356 Decide Whether to Pursue Best Sellers 357 Capitalize on Low Competition 357 Focus on Products That Sell for More than 20 Bucks 358 Check Competitors' Reviews 359 Reduce Returns 359 Avoid Legal Issues 360 Index 361

Additional information

NGR9781119689331
9781119689331
1119689333
Selling on Amazon For Dummies by Deniz Olmez
Deniz Olmez
New
Paperback
John Wiley & Sons Inc
2020-06-26
400
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a new book - be the first to read this copy. With untouched pages and a perfect binding, your brand new copy is ready to be opened for the first time

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