How to sell on Amazon for beginners (step-by-step tutorial)

Summary

This script offers a comprehensive guide to selling on Amazon, detailing the process from creating a seller account to listing and fulfilling orders. It emphasizes the importance of account health, including customer service performance and policy compliance. The overview also covers Amazon's tools for brand enrollment, fulfillment options like FBA, and strategies for promoting products through advertising and customer reviews, equipping sellers with the knowledge to thrive on the platform.

Takeaways

• 🛍️ Starting a Selling Account: To sell on Amazon, you must first create a selling account by visiting cell.amazon.com and following the registration process.
• 📝 Listing Products: After setting up the account, sellers list products by either matching an offer to an existing product detail page or creating a new one if the product isn't already listed.
• 🏢 Business Information: During registration, sellers provide details about themselves and their business, including business type, name, address, and contact information.
• 🔒 Compliance and Verification: Sellers must comply with Amazon's policies and provide necessary store and identity verification information for their business.
• 📊 Seller Central: This is the hub for managing the Amazon selling business, offering tools for listing products, managing inventory, fulfilling orders, and accessing reports.
• 🏷️ Amazon Brand Registry: Eligible brands can enroll in the Amazon Brand Registry to gain additional selling benefits and protections.
• 💰 Pricing Strategy: Sellers must adhere to Amazon's Marketplace Fair Pricing Policy and be aware of competitive external prices and the concept of the 'featured offer'.
• 🚚 Fulfillment Options: Sellers can choose between Merchant Fulfillment Network (MFN), where they handle shipping, or Fulfillment by Amazon (FBA), where Amazon handles order fulfillment and customer service.
• 📈 Account Health: Amazon requires sellers to monitor their account health, which includes compliance with policies, shipping performance, and customer service metrics.
• 🎯 Promotional Tools: Amazon offers various promotional tools such as deals, coupons, Amazon Vine, and sponsored campaigns to help sellers increase visibility and sales.
• 📊 Feedback Management: Positive customer reviews and feedback are crucial; sellers should use Amazon's feedback manager to monitor and respond to customer comments.

Q & A

What are the basic steps for starting a selling journey on Amazon?

The basic steps include creating a selling account, listing products, fulfilling customer orders, receiving payment, and monitoring customer service performance, Amazon policy compliance, and shipping performance.

How can sellers benefit from Amazon Brand Registry?

Sellers can benefit from additional selling benefits and protections, such as access to tools like Stores, A+ content, and Sponsored Brands, as well as greater control over product detail pages and access to automated protections programs and reporting options.

What is the process for creating an Amazon selling account?

The process involves visiting cell.amazon.com, signing up, providing personal and business information, setting up payment and settlement processing, and verifying the email address and phone number.

What are some tools and programs Amazon offers to sellers for promoting their products?

Amazon offers tools like deals and coupons, sponsored campaigns, and other Amazon ads services to feature items in the store, as well as Amazon Brand Registry for enrolled brands.

How can sellers monitor their sales and adjust their selling strategies on Amazon?

Sellers can use Amazon-provided dashboards, reports, and data, along with tools that allow them to adjust their selling strategies to better understand their sales.

What is the importance of Seller Central for Amazon sellers?

Seller Central is the hub for selling in the Amazon store, providing access to tools for listing products, managing inventory, fulfilling orders, advertising services, payment and business reports, and managing business performance.

How does Amazon define the 'competitive external price' for sellers?

The 'competitive external price' refers to the lowest price for an item from major retailers outside of Amazon, which Amazon uses as a reference point for sellers to set their own competitive prices.

What are the two main fulfillment methods available to Amazon sellers?

The two main fulfillment methods are Merchant Fulfillment (MFN), where sellers ship products directly to customers, and Fulfillment by Amazon (FBA), where Amazon handles storage, picking, packing, and shipping of products.

Why is account health important for Amazon sellers?

Account health is important because it measures adherence to policies and performance targets, and non-compliance can lead to notifications or even account deactivation.

How can sellers promote their products or brands on Amazon?

Sellers can promote their products or brands using Amazon's advertising services, such as sponsored products, sponsored brands, and sponsored display ads, as well as through deals, coupons, and Amazon Vine for enrolled brands.

What are some tips for managing customer reviews and feedback on Amazon?

Tips include accurately representing products, packaging to prevent damage, shipping on time, monitoring inventory, providing refunds for returns, responding to customer messages promptly, and providing valid tracking numbers.

Outlines

00:00

🛒 Getting Started with Amazon Selling

This paragraph introduces the basics of selling on Amazon. It covers the process of setting up a selling account, listing products, fulfilling orders, and receiving payments. To maintain account health, sellers are advised to monitor customer service performance, policy compliance, and shipping performance. Amazon offers various tools and programs, such as Amazon Brand Registry for brand protection and additional benefits, Fulfillment by Amazon (FBA) for delivery assistance, and advertising services to promote products. The paragraph also provides a step-by-step guide on creating a selling account, including the information required during registration and the verification process.

05:02

🏢 Seller Central and Brand Registry Enrollment

The second paragraph delves into the functionalities of Seller Central, which serves as the hub for Amazon sellers, offering tools for listing products, managing inventory, and fulfilling orders. It also discusses the benefits of enrolling in Amazon Brand Registry, which provides additional selling benefits and protections for eligible brands. The paragraph outlines the requirements for enrolling a brand and the process of listing products on Amazon, including matching existing products or creating new listings, and touches on the importance of adhering to Amazon's guidelines for product detail pages.

10:03

📊 Pricing Strategies and Product Listing

This section focuses on pricing strategies for Amazon sellers, emphasizing the importance of competitive external pricing and the concept of the featured offer. It explains how sellers can list products on Amazon, either by matching them to existing product detail pages or creating new listings for unique products. The paragraph also discusses the process of entering offer information, including pricing, sales, and fulfillment details, and the steps involved in adding a new product to the Amazon catalog, including category selection and product information entry.

15:03

🚚 Fulfillment Methods and Customer Service

The fourth paragraph discusses the two primary fulfillment methods available to Amazon sellers: Merchant Fulfillment Network (MFN), where sellers handle order fulfillment, and Fulfillment by Amazon (FBA), where Amazon manages the process. It outlines the responsibilities and benefits of each method, including control over the customer experience in MFN and the convenience of FBA, which includes handling customer service and returns. The paragraph also covers shipping settings, return policies, and the importance of monitoring shipping performance metrics such as late shipment rate, cancellation rate, and valid tracking rate.

20:03

📊 Account Health and Policy Compliance

This paragraph highlights the importance of maintaining good account health on Amazon by complying with all applicable laws and Amazon policies. It introduces the Account Health dashboard, which provides an overview of a seller's adherence to policies and performance targets. The paragraph explains the metrics used to measure customer service performance, such as order defect rate (ODR), and the importance of maintaining a low ODR to continue selling on Amazon. It also discusses policy compliance, emphasizing the need to address any policy violations promptly to avoid account deactivation.

25:04

📈 Promotional Tools and Customer Feedback

The final paragraph covers the promotional tools and programs available to Amazon sellers, such as deals, coupons, Amazon Vine, and various types of Amazon ads, including Sponsored Products, Sponsored Brands, and Sponsored Display. It explains how these tools can help sellers reach more customers and increase sales. The paragraph also discusses the significance of customer reviews and feedback, offering tips for sellers to improve their chances of receiving positive reviews and ratings. It concludes with guidance on managing and responding to customer feedback using the Feedback Manager in Seller Central.

Keywords

💡Selling Account

A selling account is essential for any individual or business looking to sell products on Amazon. It serves as the foundation for accessing various Amazon selling tools and services. The script mentions the process of creating a selling account, which includes providing personal and business information, as well as setting up payment and settlement processing. This is a crucial step for starting a selling journey on Amazon.

💡List Products

Listing products on Amazon involves adding products to the Amazon inventory and making them available for sale. The script explains that sellers can either match an offer to an existing product detail page or create a new one if the product isn't already listed. This process is fundamental to making products visible and accessible to Amazon customers.

💡Fulfillment by Amazon (FBA)

Fulfillment by Amazon, or FBA, is a service where Amazon handles the storage, shipping, and customer service for sellers' products. The script highlights the benefits of using FBA, such as the ability to offer Amazon Prime free two-day shipping and the convenience of letting Amazon manage order fulfillment. This service is a key aspect of the Amazon selling experience for those who prefer not to handle logistics themselves.

💡Merchant Fulfillment Network (MFN)

Merchant Fulfillment Network, or MFN, refers to the process where sellers handle the fulfillment of their orders independently. The script discusses how sellers can set their shipping rates and restrictions, manage returns, and confirm shipments in Seller Central. This method provides sellers with more control over the customer experience but also places the responsibility of logistics on them.

💡Amazon Brand Registry

The Amazon Brand Registry is a program that provides eligible brands with additional selling benefits and protections. The script explains that enrolling in the Brand Registry allows brands to have greater control over their product detail pages and access to automated protection programs. This is a significant concept for brand owners looking to protect and enhance their brand presence on Amazon.

💡Account Health

Account Health on Amazon refers to the performance metrics and policy compliance that sellers must maintain to ensure good standing on the platform. The script outlines the importance of monitoring order defect rates, shipping performance, and policy compliance. Maintaining good account health is critical for sellers to continue selling on Amazon without disruptions.

💡Competitive Pricing

Competitive pricing is a strategy where sellers set their prices in relation to the lowest prices offered by major retailers outside of Amazon. The script mentions that sellers must adhere to Amazon's Marketplace Fair Pricing Policy and consider the competitive external price when setting their own prices. This concept is vital for sellers to remain competitive in the Amazon marketplace.

💡Featured Offer

The featured offer is the product offer that is prominently displayed on a product detail page with 'buy now' and 'add to cart' buttons. The script explains that to compete for the featured offer, sellers must set a competitive price, ensure the product is in new condition, and have a professional selling account. Being the featured offer can significantly impact a product's visibility and sales.

💡Sponsored Campaigns

Sponsored campaigns are Amazon's pay-per-click advertising options that help sellers promote their products or brands. The script describes three types of campaigns: Sponsored Products, Sponsored Brands, and Sponsored Display. These campaigns are a key tool for sellers to increase product visibility and attract potential customers within the Amazon ecosystem.

💡Customer Reviews and Feedback

Customer reviews and feedback are essential components of the Amazon shopping experience. The script discusses the importance of product reviews, which describe the quality or function of a product, and seller feedback ratings, which reflect a customer's overall buying experience. Positive reviews and ratings can greatly influence potential customers' purchasing decisions and are a reflection of the seller's performance.

💡Seller Central

Seller Central is the hub for Amazon sellers, providing access to tools for listing products, managing inventory, fulfilling orders, and advertising services. The script frequently refers to Seller Central as the platform where sellers can configure their accounts, navigate to various tools, and access resources to support their business growth. It is the central interface for all seller activities on Amazon.

Highlights

Amazon sellers need to create a selling account, list products, fulfill orders, and receive payments to start selling on the platform.

Maintaining good account health involves monitoring customer service performance, policy compliance, and shipping performance.

Amazon Brand Registry offers additional selling benefits and protections for enrolled brands.

Fulfillment by Amazon (FBA) and Merchant Fulfillment Network (MFN) are two options for delivering items to customers.

Sellers can use Amazon's tools such as deals, coupons, sponsored campaigns, and ads services to promote products.

Amazon provides dashboards, reports, and data to help sellers understand and adjust their selling strategies.

To create a selling account, one must visit cell.amazon.com and follow the registration process, including business and personal information.

Business type selection is crucial as it determines subsequent entries and affects payment and settlement processing.

Amazon's Seller Central serves as the central hub for managing the selling process, including listing products and managing inventory.

Enrolling a brand in Amazon Brand Registry requires meeting basic requirements and can be done through brandservices.amazon.com.

Listing products involves adding them to Amazon's inventory and creating or matching a product detail page.

Sellers must adhere to Amazon's Marketplace Fair Pricing Policy and understand concepts like competitive external prices and featured offers.

Fulfillment methods, MFN and FBA, have different benefits and responsibilities for sellers regarding order delivery and customer service.

Account Health dashboard is essential for monitoring compliance with Amazon policies and performance targets.

Promotional tools like deals, coupons, Amazon Vine, and pay-per-click advertising options are available to sellers for product promotion.

Customer reviews and feedback are vital for the shopping experience on Amazon and can influence potential buyers' decisions.

Sellers can manage and respond to customer feedback through Seller Central's feedback manager.

Seller University offers additional trainings for sellers to enhance their selling skills and strategies on Amazon.

Transcripts

Welcome to our 30-minute overview of

selling in the Amazon store every Amazon

seller has a few things in common to get

started they create a selling account

then they list products fulfill customer

orders and receive payment

to maintain good account Health sellers

should also monitor their customer

service performance Amazon policy

compliance and shipping performance

sellers can take advantage of a range of

Amazon tools and programs too

they can enroll eligible brands in

Amazon brand registry to enjoy access to

additional selling benefits and

protections they can use fulfillment by

Amazon or FBA to help deliver items to

customers

they can also use deals and coupons to

promote products and sponsored campaigns

and other Amazon ads services to feature

items in the Amazon store

when sellers want to understand their

sales better they can use Amazon

provided dashboards reports and data

along with tools that let them adjust

their selling strategies

to get you started on your selling

Journey let's review some of the basic

steps for selling in the Amazon store

and explore common tools and programs

the first thing you need to start

selling in the Amazon store is a selling

account if you don't have one already

visit

cell.amazon.com click the sign up button

and then click the create your Amazon

account button on the next page enter

your first and last name along with the

email address and password you want to

access your account with

click the next button then check your

email for a one-time password

enter that password where it says verify

email address then click the create your

Amazon account button to continue

account registration

during registration you'll provide

information about you and your business

along with details we use to set up

payment and settlement processing

you can use our list of frequently asked

questions throughout registration to get

help with specific selections and

entries When selecting your business

type make sure you pick the correct

classification as it determines

subsequent entries and if you enter a

business name make sure it's the name

used to register with your state or

federal government that should be the

exact name that appears on your business

registration document

before clicking the agree and continue

button review relevant policies and

notices using the links provided next on

the business information page enter a

company registration number if

applicable as well as the address for

your business your business address

should be the address your business is

registered under or your operating

address if you're an individual entity

next enter a phone number then click the

button below to receive a one-time pin

via your phone

enter that pin in the pop-up after you

receive it and click the verify button

complete the business information

portion of seller registration by

entering the name of your business's

primary contact person make sure this

name matches that person's entire name

as it appears on a government-issued ID

like a license or passport

then click the next button to proceed to

the seller information page where you'll

enter personal information for your

primary contact

select a country of citizenship country

of birth and birth date then provide a

residential address and mobile phone

number

you'll also need to select whether your

primary contact is a beneficial owner of

your business a legal representative or

both make sure you add other beneficial

owners if your business has more than

one

click the save button to proceed to the

billing page where you'll enter bank

account and credit card information for

your business

your bank account information is used to

transfer your sales proceeds on a

regular cycle

current credit card information is

required for all Sellers and prevents

settlement and listing issues when

you've completed your billing

information you'll be prompted to

provide the necessary store and identity

verification information for your

business

that completes the registration process

which means you can sign in to your new

Seller Central account

Seller Central is your hub for selling

in the Amazon store

you can configure your Seller Central

account using various settings you'll

use the Selections in the main menu to

navigate to tools for listing products

managing inventory and fulfilling

customer orders the main menu is also

how you find advertising Services

payment and business reports the account

Health dashboard and other tools for

managing the performance of your

business

it provides access to resources that can

support the growth of your business too

that includes our growth opportunities

page which offers a customized list of

Asin level recommendations based on the

sales potential of your products if

you're a professional seller you'll see

a section in the main menu for B2B or

business to business features and if you

enrolled your brand in Amazon brand

registry or are affiliated with an

enrolled brand you'll see a section that

contains brand selling benefits

we also provide resources in Seller

Central to answer questions and help you

learn how to use tools and programs

you can use the search bar at the top of

the page to locate specific help Pages

seller University content or seller

forums

if you ever need more support click help

in the top right corner

now that you're more familiar with

Seller Central let's review a few common

selling processes starting with

enrolling a brand in Amazon brand

registry we'll also provide quick

overviews of the listing process

competitive pricing FBA the account

Health dashboard and some of the tools

Amazon sellers use to promote and

advertise products and brands we'll end

with guidance for managing customer

reviews and feedback although listing

products is the step new sellers often

think of first if you're the owner of an

eligible brand we recommend you start

your selling journey by enrolling it in

Amazon brand registry you'll want to do

this before you list your products so

they're associated with your registered

brand

brand registry is a free program that

provides eligible brands with access to

additional selling benefits and

protections

after enrolling Brands can use tools

like stores a plus content and sponsored

Brands which can help them Reach more

customers they also enjoy greater

control over their product detail pages

and access to additional automated

protections programs and Reporting

options

to enroll your brand you need to meet a

few basic requirements you need your

brand name or a logo that includes your

brand name permanently affixed to your

products or packaging you also need an

active registered trademark for your

brand name or logo or a pending

trademark application or registration in

some cases if you meet these basic

requirements visit

brandservices.amazon.com to review

country specific requirements and enroll

your brand

if you don't meet these requirements you

may still be able to list your branded

products in the Amazon store by

requesting approval for an unregistered

brand name during the listing process

you'll complete a selling application in

this scenario which will review a little

later in this video when you're ready to

list a product in the Amazon store

whether it's a branded product you own

or one you're reselling you add the

product to your Amazon inventory and

make it available for sale

all active listed products are viewable

to Amazon customers via a unique product

detail page that page includes a product

title at least one image about this item

bullets and a product description If the

product you want to sell already exists

in the Amazon store you'll List It by

matching an offer to the existing

product detail page if it's not already

in the Amazon store you'll create a

product detail page and add your offer

information simultaneously let's review

the steps for matching a product first

start by hovering over catalog in the

main menu then click add products on the

next page search for your product using

a product ID like a UPC ISBN Ean or

j-a-n these product IDs are all types of

g-tins or global trade item numbers

each G10 is paired with a unique barcode

which makes products scannable locate

the product you want to sell in the

results when you find it select the

appropriate condition new used or

another type if you see a sell this

product button click it to start

entering your offer information if you

see an apply to sell button click show

limitations directly below to understand

requirements for listing the product

then click the apply to sell button to

complete one or more required selling

applications

you may need to complete a selling

application for a category a brand or

both

after completing each application and

receiving approval from Amazon you can

enter your offer information you'll

enter a variety of information on the

offer page including your standard price

which is what customers see when they

first see your offer this price doesn't

include any shipping fees promotions

discounts or other order related

expenses

you can create and manage those using

separate Tools in Seller Central and

customers see them applied at checkout

the offer page is also where you enter

start and end dates for a sale select

gift Services you'd like to provide and

enter notes on your product's condition

near the bottom of the page you'll

select either yourself or Amazon as the

Fulfillment channel for the product

we'll provide more information about

both Merchant fulfillment or mfn and

fulfillment by Amazon or FBA later in

this video

if you want to add a product that's not

already in the Amazon store we recommend

starting the listing process the same

way you would for a match by searching

the Amazon catalog

this helps ensure the product is

genuinely new and avoid duplicate

listings when you've confirmed your

product isn't in the search results

click the create a new listing button to

provide information for both your

product detail page and offer

start by selecting your product type or

category you can search or Browse by

clicking a category then one or more

subcategories if you see a learn more

button with a lock your category

requires approval

click the button to review our

categories and products that require

approval help page and then click the

link to the appropriate selling

application

we'll review your application and if

you're approved you can continue the

listing process if you see a select

button while choosing a category for

your product click it to begin entering

your product and offer information

you'll use four main sections to enter

product information in the vital info

section you'll enter key product

information like ID number brand and

manufacturer keep in mind that if you're

trying to add a branded product to the

Amazon catalog the brand name you enter

or select needs to be approved by Amazon

you'll either need to enroll your brand

or complete a selling application in

Seller Central

if you need to complete a selling

application for an unregistered brand

you'll be prompted to do so by error

5665 which will appear after you enter

the unregistered brand name in the brand

name field in the offer section you'll

enter and select the same kind of

pricing sales and fulfillment

information that you'd enter for a

product you're matching

in the images section you'll upload at

least one image for your product detail

page we recommend reviewing our listing

guidelines before doing so and encourage

you to review our product image

requirements help Page by clicking the

link provided

if your product is available in

different versions for color size style

or other attributes you'll use the

variations page to provide information

for each version at Amazon we group

variations or child products on a single

detail page for a parent product

that helps customers find and compare

versions

if you have more product information to

add click the more attributes toggle to

display the tabs for the compliance

description keywords and more details

sections when you've entered all

required information in fields with red

borders as well as any optional

information you want to include click

the save and finish button at the bottom

of each section to submit your

information

if your new product is approved its

detail page should appear within 24

hours

when you create or suggest updates to a

product detail page it's important to

follow Amazon guidelines and employ best

practices to help customers find and

engage with your product

before you create your first product

detail Page search Seller Central for

our product page style guide this

includes links to downloadable style

guides for each product category full

requirements for titles and images and

rules for product detail pages

in addition to the product detail page

which all sellers share your individual

offer can impact a customer's decision

to buy

an important part of any offer is price

all sellers prices have to comply with

Amazon's Marketplace fair pricing policy

before you start setting prices in

Seller Central you'll want to get

familiar with a few key Concepts we use

to organize and support pricing in the

Amazon store

the first concept is a competitive

external price by that we mean the

lowest price for an item from major

retailers outside Amazon

Amazon regularly monitors and shares

competitive external prices with Sellers

as a point of reference

for your own price to be considered

competitive in the Amazon store your

standard item price plus shipping must

be less than or equal to the competitive

external price we share

competitive external prices also inform

another key concept we use to organize

offers within the Amazon store the

featured offer a product's featured

offer is the offer a customer often sees

near the top of a product detail page

with buy now and add to cart buttons to

compete for the featured offer a seller

must set a competitive price their

product also needs to be in new

condition and they need to have a

professional selling account

importantly a seller may also become

ineligible for the featured offer based

on account performance and other risk

factors

this helps Amazon guard against abuse

and ensure that customers have a great

shopping experience

in addition to competitive external

prices and featured offers another key

pricing concept is the lowest price

currently offered by a seller in the

Amazon store

we share the current lowest Amazon price

for each product with the sellers who

list it to give them the opportunity to

match or Beat It

to view the lowest Amazon price for a

product you sell open The Seller Central

main menu hover over inventory and click

manage all inventory you'll see the

featured offer for the product too and

can click view more to see the featured

offer competitive external price and

lowest Amazon price side by side

after you list and price a product the

next step is fulfillment or delivery to

your customers Amazon sellers can

fulfill orders in two ways one way is to

ship products directly to customers

which we call seller or Merchant

fulfillment for short this method is

also called mfn sellers can also send

products to Amazon for fulfillment which

we call fulfillment by Amazon or FBA the

products you send to Amazon are stored

in our network of fulfillment centers

when a customer places an order we pick

pack and ship it on your behalf we also

take care of customer service you can

fulfill all your orders as mfn or with

FBA exclusively you can also use each

method on a per product basis to take

advantage of their different benefits

let's review a few key aspects of each

fulfillment method starting with mfn

fulfilling orders yourself puts you in

control of the customer experience it

also means you're responsible for

prepping packing and arranging Transit

and Delivery for orders you'll handle

customer service too including returns

and refunds if you're fulfilling as an

mfn seller one of the first places in

Seller Central you should visit is the

shipping settings page hover over the

gear icon to open the account settings

menu then click shipping settings the

shipping settings page shows your

shipping rates and restrictions for

seller fulfilled orders which include

your Geographic shipping regions and

service levels your account has default

shipping settings when it's first

created but you can use templates to

customize them adjusting the regions you

ship to and the service levels you

support for each region you can also use

shipping settings to adjust how you

calculate shipping fees choose between a

per item per pound rate or Price band

rate if you adjust shipping settings

remember that standard shipping is a

requirement for all sellers before

selecting any additional service levels

you should also confirm that you can

meet the indicated commitment mfn

sellers manage their own returns and

refunds too

click return settings in the settings

menu then use the four tabs at the top

to review and update return settings for

your business

as an mfn seller you can set specific

terms for your own refund and return

policies however those terms must meet

or exceed Amazon's return policy when

Amazon receives a return request from a

customer that meets the terms of our

policy we authorize it automatically

when a return request isn't covered by

our return policy we notify mfn sellers

by email

you can then hover over orders in the

main menu and click manage returns to

authorize or close the return or refund

request you'll do so by deciding whether

it meets the specific terms of your

policy if you close a request we

recommend contacting the customer to

explain your decision

we provide sellers with access to our

buyer seller messaging service for this

purpose

you can access this service by clicking

the envelope icon in Seller Central

buy your seller messaging is the only

approved method for communicating with

Amazon customers

follow our communication guidelines to

help keep your messages compliant and

customer Centric

when you receive an order from a

customer that you're fulfilling directly

you need to confirm that it's been

shipped in Seller Central hover over

orders in the main menu then click

manage orders to see a list of your

orders view order details and print

packing slips

you can use three metrics to help assess

the health of your mfn shipping

performance late shipment rate or LSR

pre-fulfillment cancel rate also known

as the cancellation rate or CR and valid

tracking rate or VTR

hover over performance in the main menu

then click account Health to view all

three metrics

your LSR is the percentage of your

seller fulfilled orders that have a

shipping confirmation after their

expected shipping date we calculate LSR

in both 10 and 30 day periods you should

aim to keep it below four percent your

CR is the percentage of your seller

fulfilled orders you cancel we calculate

CR in seven day periods you should aim

to keep it below two and a half percent

your VTR is the percentage of packages

from your seller fulfilled orders with a

valid tracking number

we calculate VTR in 30-day periods you

should aim to keep it above 95 percent

you can also use the account Health

dashboard to monitor your customer

service performance and Amazon policy

compliance we'll touch on both later in

this video If instead of managing

fulfillment yourself you'd like Amazon

to take care of packing and shipping

orders you can use FBA with FBA we also

take care of customer service including

returns

FBA sellers can use return settings to

set preferences for their returns your

FBA products are eligible for Amazon

Prime free two-day shipping and you can

choose optional services like product

prep labeling and repackaging

to use FBA you'll first register your

selling account for the program then

you'll select FBA as your fulfillment

method while listing you can also

convert mfn products that you've already

listed next you'll send your products to

Amazon after they're received into our

fulfillment Network your products are

made available to customers and we take

care of delivery when they're purchased

you'll use the send to Amazon workflow

each time you send inventory into our

fulfillment Network

in Seller Central hover over inventory

in the main menu then under fulfillment

by Amazon FBA click shipments next hover

over the shipments drop down menu and

click Send to Amazon to start the

shipment creation process if you have

any questions while using the send to

Amazon workflow click learn more or

watch tutorial within each step

now that you know the basics of account

setup listing and fulfillment let's

review account Health which is an

important topic for every Amazon Seller

to sell in the Amazon store you're

required to comply with all applicable

laws and Amazon policies our account

Health dashboard provides an overview of

your account's adherence to policies and

various performance targets we regularly

review the performance of all Sellers

and notify them when they're off Target

but we recommend you actively monitor

your account Health to help ensure

ongoing compliance

hover over performance in the main menu

in Seller Central then click account

Health to view the dashboard

we already reviewed the shipping

performance section of the account

Health dashboard while learning about

seller fulfillment or mfn but let's

quickly review the customer service

performance and policy compliance

sections

your customer service performance is

measured using what we call an order

defect rate or odr your odr is the

percentage of your orders with one or

more indicators of poor customer service

that could be negative customer feedback

which is defined as a one or two star

rating an approved A to Z guarantee

claim or a credit card chargeback

we calculate odr in 60-day periods and

require sellers to maintain an odr under

one percent in order to sell in the

Amazon store

the last section of your account Health

dashboard provides an overview of your

compliance with key Amazon selling

policies

these include our intellectual property

authenticity listing and restricted

product policies

at the top of the policy compliance

section you'll see a rating for your

selling account to maintain a good

rating make sure to address any policy

violations listed below in a timely

manner note that if your rating is at

risk or critical your account may be at

risk of deactivation

click any of the policies listed for

more information and to respond to a

violation

once you've started selling in the

Amazon store you may want to promote or

advertise your products or brand to help

them Reach more customers we provide a

range of tools and programs which you

can explore by hovering over advertising

in the main menu in Seller Central if

you're a professional seller click deals

to create a lightning or seven day deal

that appears on the Amazon deals page or

click coupons to create a promotion that

customers can see on the Amazon coupons

page in search results and on product

detail Pages professional sellers with a

brand enrolled in brand registry can

also use Amazon Vine to put free units

of their products in the hands of Amazon

invited reviewers these reviewers or

Vine voices post insightful opinions

about your products which can help other

customers make informed purchasing

decisions

to use one or more of our pay-per-click

advertising options as a professional

seller click campaign manager in the

advertising Sub menu that will take you

to a page where you can start creating

three types of Amazon ads campaigns

sponsored products sponsored Brands and

sponsored display

sponsored products ads feature a single

product and appear in alongside and

above customer search results

Brands ads are available to professional

sellers with a brand enrolled in brand

registry they can feature up to three

products as well as a logo and headline

or you can create a sponsored Brands

campaign with an auto playing video that

features a single product

sponsored Brands ads appear prominently

above alongside and Below search results

sponsor display ads feature a single

product and can appear both in and

Beyond the Amazon store after a customer

has viewed a product detail page or if

there are other browsing behaviors show

they're interested in a product

each sponsored campaign type comes with

options that can help position your ads

in front of relevant customers

you also control your total budget and

only pay when a customer actually clicks

an ad

you set a bid to choose the maximum

amount you'd like to spend per click

let's finish our overview of selling in

the Amazon store by learning about

customer reviews and feedback after a

customer buys a product they can leave a

public product review seller feedback

rating or both in the Amazon store

product reviews describe the quality of

a product or its function while seller

feedback ratings reflect a customer's

overall experience buying from a seller

both types of feedback play an important

role in the Amazon shopping experience

because they can be reviewed by other

customers

here are some quick tips to improve your

chances of getting positive reviews and

ratings

one accurately represent a product on

your product detail page

2. package your products to help prevent

damage during delivery

three ship orders on time if you're an

mfn seller 4. monitor your inventory

quantity so that customers can't

accidentally purchase out of stock items

five provide customer refunds for

products returned within 30 days of

purchase

six respond to customer messages within

24 hours and 7. provide valid tracking

numbers so customers can track their

orders

to manage and track customer feedback

use our feedback manager in Seller

Central hover over performance then

click feedback in the main menu you can

review your feedback rating and see

recent customer comments

to post a public reply to a comment or

request its removal use the drop down

menu at the end of a row

this concludes our 30-minute overview of

selling in the Amazon store we encourage

you to explore additional trainings in

seller University about each topic we

covered thank you and happy selling in

the Amazon store