What to Expect When Selling on Amazon.com – The ABCs of Getting Started

If you read yesterday’s installment, you understand how the Amazon platform works with a single detail page and what expectations that sets for you. You may still be wondering what you really need to do to get started, so today we’ll talk about the ABCs of getting started: Adding your products to the catalog, Business information, and Communication management.

A

Add your products to the catalog: The first thing to do is look at the available upload options, learn how to fill in the fields, get your product data in the format required for Amazon, and start listing.

→Take a tour of Amazon.com to understand how the categories look, how a buyer navigates to products, and what makes you want to buy a product. It’s probably the same for the customers!

→Prepare to list everything you have to sell on Amazon so when the buyer is looking for just that thing they will have a chance to find yours. Find the better listings on Amazon by searching around, and review best practices for listing in Seller Central. Which are the best? Those that make it easiest for you to understand what is being sold.

→Learn the best method for uploading your products and manage those uploads by visiting Compare Listing Tool in Seller Central help. (You will need to log-in to your account to view the help solution). Keep the pricing and inventory current, follow the image guidelines and, where you are creating a new detail page, be sure that all the information is clear, concise, and about that product. TIP: Don’t include your name or URL in the product data or brand unless you are the manufacturer or own the brand. Doing so risks having your offer removed from Amazon.com.

→Think of each product detail page as a single web site. You never know how a buyer will get to that page and everything there has to grab their attention and close the sale. The key content details that display are: product name, item price, images, bullet points and a product description. The title and image grab their attention, the bullets highlight the value of the product and the description helps buyers make a decision. Those, along with the best product and shipping prices are elements of your success.

→In addition to your product data, you’ll be including various Amazon classification attributes and your own search terms so the buyers can find your products whether they search or browse (upcoming topic – demystifying Amazon classification). And this is where you want the titles and images of your products to be specific to that offer so it is easy to find in a search result page.

→You won’t need to list the same product over and over, but you’ll want to keep that information fresh and, since there are no listing fees, why not?  Make sure you’ve only listed what you can ship, refresh the product details if it will help sales, use promotions, and watch your pricing to stay competitive.

→Customer service focus: Listing the right products and making them easy to find.

B

Business information: The second thing to do is set the stage for buyer information including shipping charges and policies, return and refund guidelines, and Amazon-specific information about your company.

→From the start, you want to make sure you’ve got the right business information listed in Seller Central. Confirm your business name – the one that will display on Amazon.com – as well as telling buyers how to contact you, providing information about where your products ship from, and ensuring we have the correct credit card and bank account information for payments and settlements.

→Don‘t skip the section where you input information about your company and policies because that is where you set customer expectations about how you ship and how they return items, and also tell them something about your company to build both interest and trust in your business. You can upload a small logo here that will be used on the Amazon.com web site (follow the size limitations noted in Seller Central). TIP: Be sure to make it easy for a buyer to contact you by listing current customer service email and, if available, phone information.

→Remember, this is an opportunity for your business to sell in the Amazon channel – never refer a buyer to your web site in any way (a policy violation); instead create a specific focus on the Amazon buying experience and the great customer service you will provide in this channel. When you list customer service contacts, make sure those are staffed and ready to go.

→Learn how shipping charges are calculated for buyers. We provide a shipping manager interface where you will set up new, or change existing, shipping rates based on weight or revenue bands. There is a default shipping rate in the tool when you sign up – but this is just a placeholder. You’ll set your own rates and indicate whether you provide expedited and international shipping. Think this through for the best value to you and the buyer.

→No one looks forward to taking returns and making refunds, but it is part of retailing and a measure of performance expected when selling on Amazon (see your agreement for more information). You are required to take returns of most items up to 30 days after delivery and your policy must be at least as favorable as Amazon’s current policy. Be sure to take the time to explain the process used at your company to set buyer expectations. TIP: Taking a return graciously will always make a buyer happier than any other option and often leads to great feedback about your customer service.

→Customer service focus: setting and meeting expectations, and buyer-friendly policies.

C

Communication management: The third step is to be prepared to handle the workflow for Selling on Amazon, including communication to and from the Amazon.com system and customers.

→Establish a process of logging into Seller Central at least once a day to access your order report, review your feedback, check for A-to-z claims, and review the various reports and metrics available there. Each day presents an opportunity to evaluate your business on Amazon. How you communicate with the buyers must be an integral part of your Selling on Amazon management plan.

→Your product uploads are the first communication telling the buyer what you sell and at what price.

→The next communication comes from Amazon in the form of order notifications. Amazon assumes the responsibility of verifying the orders so when you get the order you can fill it with confidence. Learn how to find orders and confirm shipping because these are the keys to customer satisfaction and getting paid when your products are sold.

→Amazon will send an email to the buyer that confirms their order was received and that you have been notified.

→Once the product has shipped, you will upload your shipping confirmation and that communicates to Amazon that it is time to charge the buyer and put the shipping information in their account. Amazon sends the shipping confirmation to the buyer based on this confirmation. Learn how to do this right away since late shipping can lead to poor customer feedback and claims, leading to your products being removed from Amazon.com.

→From time-to-time you’ll get an inquiry from a buyer, or a request to cancel an order or return a product. Amazon’s customer service ratings are a prized possession that keeps those buyers trusting enough to purchase online. Sellers who choose to sell in this channel share that responsibility so take every customer inquiry and request as if it is the most important for your business. TIP: Never do any marketing or direct a buyer to your website or you risk having your products removed from Amazon.

→A settlement report will be available to use for reconciling your sales to receipts. Amazon uses an item and order identification system that ties the order report information to communicate with you.

→There are times when you’ll receive other communications from Amazon. Be sure to keep your email addresses for notifications up-to-date to receive these. However, don’t rely on email that might get lost. Check Seller Central daily to look for general notifications or specific performance notifications about your service. TIP: When receiving performance notifications review the message immediately, take action as directed in the notice, and represent your point-of-view professionally.

→Customer service focus: Be polite, efficient, professional and timely with everything you do for customers, putting them at ease, gaining their trust and fulfilling their expectations.

An extra resource: The getting started guide will be available on your Seller Central home page for the first three months, and you can always access the information through the help pages. (You will need to log-in to your account to access the PDF guide).

There is a lot of great information in Seller Central about everything above. Take some time to search and browse for more information. Meanwhile, we’ll continue here a series of “Drill Downs.” We’ll be drilling into specific best practices for getting started on Amazon and answering frequently asked questions – beginning with Listing Options. We look forward to having you join us!

Cathi C.

Comments

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[term paper]

Nice blog, its great article informative post, thanks for sharing it. Thanks for the information!..... term paper