How to start selling on Amazon?

Amazon, the e-commerce giant, has revolutionized the way we shop online, offering businesses of all sizes a platform to reach millions of customers worldwide. The Amazon Marketplace is a pivotal component of this ecosystem, enabling third-party sellers to list and sell their products alongside Amazon’s own offerings. This guide covers everything you need to know about starting to sell on Amazon, including its benefits, potential downsides, strategies to increase sales, important considerations, the need for an e-commerce platform, and the commission structure.

What is Amazon Marketplace?

The Amazon Marketplace is an online platform that allows independent retailers and manufacturers to sell their products directly to consumers through Amazon’s website. Sellers can choose between two main selling plans: Individual and Professional. They can also decide whether they want to fulfill orders themselves or use Fulfillment by Amazon (FBA), where Amazon takes care of storage, packing, and shipping.

Benefits of Selling on Amazon

Vast Customer Base

Amazon grants access to a massive audience. With millions of visitors each month, your products are exposed to a wide range of potential buyers.

Trust Factor

Amazon has built a solid reputation for reliability and customer service. Your products benefit from this trust, which can positively impact purchase decisions.

Prime Eligibility

By using FBA, your products become eligible for Amazon Prime, offering free shipping to members, which can significantly boost sales.

International Reach

Amazon makes it easier to tap into international markets, allowing sellers to list their products on its various global marketplaces.

Downside of Selling on Amazon


Amazon charges a variety of fees, including referral fees, closing fees, and FBA fees if you choose to use that service. These can add up and affect your profit margins.

High Competition

With millions of sellers on the platform, standing out can be challenging, especially in saturated markets.

Control Over Brand Experience

Selling on Amazon might limit your control over the customer shopping experience, as interactions are governed by Amazon’s policies and systems.


Relying heavily on Amazon for sales can be risky. Changes in policies or fee structures can have a significant impact on your business.

How to Sell More on Amazon

Optimize Product Listings

Use high-quality images, detailed descriptions, and relevant keywords to improve visibility and conversion rates.

Leverage Amazon Advertising

Invest in Amazon’s advertising solutions, such as Sponsored Products and Sponsored Brands, to increase product visibility.

Encourage Reviews

Positive reviews boost credibility and rankings. Encourage satisfied customers to leave feedback.

Monitor Performance

Utilize Amazon’s analytics tools to track sales, customer behavior, and other metrics to inform strategic decisions.

What to Consider When Selling on Amazon

Market Research

Understand your competition and target audience to price your products competitively and market them effectively.

Inventory Management

Maintain optimal inventory levels to meet demand without overstocking, especially if using FBA.


Ensure your products comply with Amazon’s policies and legal regulations in your target markets.

Do You Need an E-commerce Platform to Sell on Amazon?

While not strictly necessary, having your own e-commerce platform in addition to selling on Amazon can be beneficial. It offers more control over the customer experience, helps in building a brand outside of Amazon, and serves as a contingency should any issues arise on the marketplace.

What Commission Does Amazon Take?

Amazon’s fee structure includes:

  • Referral Fees: A percentage of each sale, varying by category, typically ranging from 6% to 45%, with most categories falling between 8% to 15%.
  • Individual or Professional Selling Plan Fees: An individual plan costs $0.99 per item sold, while the professional plan is $39.99 per month regardless of the number of items sold.
  • FBA Fees: If you opt for FBA, additional fees based on the size and weight of your products and storage duration apply.


Selling on Amazon offers a fantastic opportunity to reach a broad audience and grow your business. However, success requires understanding the platform’s intricacies, including its benefits, challenges, and costs. By optimizing your listings, delivering excellent customer service, and employing strategic marketing, you can stand out in the crowded marketplace. Additionally, balancing Amazon sales with your own e-commerce site can provide a more comprehensive approach to online retail, ensuring greater control and brand recognition.

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