Amazon Seller Blueprint: Vendlab, 2 Spring Valley Business Centre, Porters Wood, ST Albans, AL3 6PD, UK Email

Amazon Seller Blueprint
This document summarises the stages required to set up an Amazon business and the parts of this
course to consult.
Stage 1: Account opening

Whilst opening an Amazon account is not difficult, it can take a few days and so it is best to get
started early. Amazon can reject submission so be careful to submit high quality documentation.
• Choosing account level – section 2

• Account setup – section 2
Stage 2: Product selection

Selecting products to sell is beyond the scope of this course. Needless to say before launching your
business you should research quality items for which you believe there will be a high demand. Tools
to do this include:
• Helium 3
• Jungle Scout
Bear in mind that not everything can be sold on Amazon. Furthermore, some categories are also
restricted, and a merchant will need to apply to be able to sell. For more details consult the Amazon
website:
https://sellercentral.amazon.com/gp/help/external/200301050
https://sellercentral.amazon.co.uk/gp/help/external/201730840
https://sellercentral.amazon.com/gp/help/external/200164330
https://sellercentral.amazon.co.uk/gp/help/external/201743940
Stage 5: Building a brand on Amazon

Amazon has become a major way for brand to launch and/or reach new customers. Brand registry
enables brands to register their brand on Amazon and control how their products are presented.
Once registered brand can add rich content such as storefronts and A+ content.
If you are a product reseller, you will not need to register a brand on Amazon, however if you are
selling your own branded products on Amazon, in order to list these you will need to register your
brand first.
• Register a trademark for your brand

• Brand registry – section 17
• Storefront – section 17
• A+ content – section 17
Vendlab, 2 Spring Valley Business Centre, Porters Wood, St Albans, AL3 6PD, UK
email: [email protected]
Stage 3: Product creation
Once you have set up your account you will need to create your product inventory. If you are a
product reseller, then you can create products by matching against Amazon’s product catalogue.
Any new products will need to be created from scratch.
• Matching against Amazon’s catalogue – Section 4

• Maximising Amazon natural search performance – Section 5
• Creating optimised listings – Section 6
• Creating listings in bulk – Section 7
Stage 4: Order Fulfilment

Fulfilled by Amazon or Fulfilled by Merchant
As a merchant you need to decide how you are going to fulfil your orders. The options are fulfilled by
Amazon or fulfilled by merchant. Broadly speaking FBA is where your inventory is sent to Amazon
warehouse and they take thing over from there. Fulfilled by Merchant is where the merchant ships
item from their warehouse. Both have pros and cons
• Fulfilment options – Section 3

• FBA – Section 10
• FBM – Section 9
Managing orders
If you are managing orders yourself you will need to respond to any customer service queries along
with any A-Z claims. If you opt for FBA then you can either do customer service yourself or opt to let
Amazon do it for you.
• Managing Customer service – Section 12

• Seller performance – Section 13
• Returns – Section 12
Managing stock levels

Managing stock is a major task for online retailers but luckily Amazon has some tools to help with
the process:
• Inventory planning - section 10

• Seller coach reports - section 11
Section 5: Driving sales

The natural search performance of product listings is based on the listing historical performance in
terms to sales and reviews. To build sales, many sellers use Amazon sponsored ads to drive sales
and traffic. Another option is to use promotions such as deals an vouchers to attract customers.
• Sponsored ads – section 16

• Deals - section 15
• Vouchers - Section 15
• Promotions - Section 15
Section 6: International expansion
Amazon has sites in 17 different countries and so expanding internationally is a big opportunity for
sellers. Amazon works in a very similar way across the world and in Europe, a single account allows
merchants to sell in UK, DE, FR, IT, ES, NL, PO and SE.
• Expanding internationally – Section 18

• Pan EU-FBA – Section 18

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Amazon Seller Blueprint

Stage 1: Account opening

• Choosing account level – section 2

Stage 2: Product selection

Stage 5: Building a brand on Amazon

• Register a trademark for your brand

• Matching against Amazon’s catalogue – Section 4

Stage 4: Order Fulfilment

• Fulfilment options – Section 3

• Managing Customer service – Section 12

Managing stock levels

• Inventory planning - section 10

Section 5: Driving sales

• Sponsored ads – section 16

• Expanding internationally – Section 18

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