Selling products on Amazon: How to successfully place your offers on the marketplace

Produkte auf Amazon verkaufen – wir zeigen, wie's geht.

Shopping, uploading, selling? It’s not that simple. To really succeed in selling products on Amazon and to either build a lucrative side income or even achieve certain financial freedoms, a lot of knowledge, preparation, and perseverance is required. Nevertheless, even though the competitive pressure on the popular trading platform is enormous, getting started can still be worthwhile.

Products that sell well on Amazon must first be researched and evaluated. Relying on one’s gut feeling is often not a good guide—especially when there is not much experience with selling on Amazon. In our beginner’s guide, you will learn briefly and concisely which steps you must take before, during, and after listing your first product offers in Amazon Seller Central. At many points, we refer to additional articles if you need in-depth information on a topic.

Advantages and challenges of Amazon as a sales platform

Amazon is the largest e-commerce platform in the world and offers sellers a unique opportunity to reach millions of potential customers. Whether as a side income, main business, or a way to build your own brand, entering the Amazon marketplace can be lucrative. The emphasis here is on “can”—because especially the high competitive pressure also brings some challenges that should only be met with appropriate preparation.

The advantages of selling on Amazon are obvious:

  • Enormous reach: Over 300 million active customers worldwide. In Germany, estimates suggest that about 94% of online shoppers have already purchased from Amazon, which corresponds to around 46 million customers.
  • Buyer trust: Amazon stands for fast shipping, buyer protection, and easy returns. This leads many customers to return regularly.
  • Beginner-friendly: With Fulfillment by Amazon (FBA), the company takes care of storage, shipping, customer service, and returns management on behalf of the seller. This makes it very accessible to get started, even without your own warehouse or employees.

Sellers must expect these risks when they want to sell products on Amazon:

  • High competition: Many niches and product categories are highly contested. It is very important to take a close look at the market before implementing a new product idea and to honestly analyze the potential.
  • Costs and fees: Storage fees, sales commissions, and PPC advertising can affect the margin. However, this is no different on other platforms or in your own online shop.
  • Rules and guidelines: Amazon imposes strict requirements on sellers, and violations may lead to account suspension.

Product quality & customer service: Poor reviews can significantly impact sales and profits. Therefore, sellers should familiarize themselves in advance with the important KPIs.

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Create an Amazon seller account

Registering as a professional seller on Amazon is quite straightforward, but there are some important decisions to make. In this blog article about the Amazon seller account, we have already explained the individual steps. Therefore, we will summarize the most important points here.

Individual vs. Professional Seller Account

The company offers two types of seller accounts to sell products on the Amazon platform:

  • The Individual seller account does not incur a monthly base fee, but a sales fee of €0.99 per sold product. Therefore, it is only suitable for beginners with few sales per month.
  • The professional plan costs €39 per month (plus VAT), and the sales fee per sold product is waived. Therefore, the professional account is already worthwhile from the 40th sold item. Additionally, it provides access to important tools, advertising options, reports, and API integration.

Required Information

During the registration process, Amazon asks for some information, including:

  • Name & Address
  • Company Information
  • E-Mail-Adresse & Telefonnummer
  • Bank details
  • Tax information (e.g. VAT identification number)
  • Identification documents
  • Fulfillment method (FBA or FBM)

After entering the information, Amazon usually verifies your identity and the accuracy of the data within a few days.

Fulfillment by Amazon vs. Fulfillment by Merchant

During the registration process, Amazon may also ask for your preferred fulfillment method for selling products on the platform. Additionally, the type of logistics you choose affects internal processes, profit margins, and more. You can choose between Fulfillment by Merchant (FBM) and Fulfillment by Amazon (FBA).

FBA (Fulfillment by Amazon)

With the FBA model, Amazon takes care of all relevant fulfillment steps, including storage, packaging, shipping, and customer service. The seller only needs to send the products they want to sell on Amazon to one of the e-commerce giant’s fulfillment centers.

Advantages of FBA:

  • Automatic Prime status, making all products attractive to Prime customers.
  • Storage space is provided by Amazon.
  • Fast shipping & professional returns management
  • Customer service & support in the language of the respective marketplace included
  • Better ranking through Prime label

Disadvantages of FBA:

  • Service fees, especially with longer storage duration
  • Less control over packaging & shipping
  • Complex requirements for product handling (e.g. labeling, packaging specifications)
  • No direct customer communication

→ Suitable for: scalable, automated sales, high sales volumes, lightweight & fast-moving products; beginners and sellers without their own logistics

For detailed information, please see here: Amazon FBA – What is it?

FBM (Fulfillment by Merchant)

In this model, sellers handle their logistics themselves or outsource it to an external logistics partner that is not Amazon.

Advantages of FBM:

  • Full control over shipping, packaging, and inventory management
  • No FBA costs
  • Direct communication with customers possible

Disadvantages of FBM:

  • Building your own logistics is expensive and resource-intensive
  • Shipping and returns are labor-intensive
  • Customer service is your own responsibility
  • No FBA advantages such as automatically better rankings

Suitable for: customized products; expensive or bulky goods that should not be stored in Amazon warehouses; sellers who have already built their own logistics.

For detailed information, please see here: Amazon FBM – What is that?

Finding the right products

Amazon has products in bulk to sell.

Sure, anyone who wants to sell products on Amazon must also find, purchase, etc. these products. However, especially the first step is much more difficult than it sounds. The choice of product significantly affects the success of your business. As a beginner with little experience, one should first orient oneself to certain criteria before becoming more experimental.

Criteria of a successful product

Not every product is suitable for sale on Amazon. Therefore, pay attention to the following characteristics.

  • High demand & stable search volume: Is the product purchased regularly? Corresponding tools can help with the assessment.
  • Low competition: Entering a saturated market is usually not a good idea. Can you stand out in terms of quality, design, or additional features?
  • Good profit margins: After deducting all costs (purchase price, shipping, fees, etc.), there should still be a healthy profit left. A margin of at least 30 to 40% is recommended.
  • Light and compact: Heavy and bulky products incur high storage and shipping costs, especially with FBA.
  • Legal aspects: Avoid products with strict regulations such as food or cosmetics, at least in the beginning.
  • Repeat purchase value: Products that customers regularly reorder (e.g., consumables) offer long-term revenue potential and are less trend- or season-dependent.

Tips for product research

But where can you find such products that you can sell well on Amazon? Unfortunately, there is no one-size-fits-all solution to generate promising product ideas. First of all, it is advisable to observe the Amazon Best Seller Rank (BSR) of various product categories over a longer period. The items listed there sell exceptionally well. Poor reviews also indicate potential for improvement. But be careful – the bestsellers also have their pitfalls.

Google Trends and specific product research tools can also provide further information about a specific product, such as data on search volume, sales figures, and competition. It is often worthwhile to keep an eye on international marketplaces (especially Amazon UK & US), as trends often build up and announce themselves there before they also spill over to the German marketplace. This also applies to other trading platforms, such as Alibaba, eBay, or Etsy.

In any case, a thorough market analysis is required before a product idea should be implemented.

List and optimize products correctly

No matter how good the product itself is, without an optimized product detail page, no one will find your offer, let alone buy it. Even a highly demanded product sells poorly if the product page appears unprofessional or unattractive. A perfect product listing consists of several components, all aimed at increasing visibility and maximizing the conversion rate:

  1. The product title is extremely important for the click-through rate. It should be formulated concisely and include the most important keywords.
  2. The bullet points should include the next most important keywords and highlight the product’s USPs (Unique Selling Points).
  3. The product description finally provides space for detailed information and emotional buying arguments.
  4. With images and videos, it is important that they are of very high quality and show the product from different angles.
  5. Although A+ Content is optional, it helps to present a product in the best light, increase the conversion rate, and simultaneously reduce the return rate.

In the following, we will take a closer look at the individual aspects. You will also receive further information here on how to sell products on Amazon through good SEO: Search Engine Optimization for Amazon Sellers.

Product title

The structure for an optimal title is as follows:

Brand name + main keyword + key features (size, material, color, set contents)

To illustrate better, an example: A poor title would be “High-quality stainless steel drinking bottle,” as it correctly describes the product but does not mention any important features or a purpose. A better option is: “StayHydrated® Stainless Steel Drinking Bottle 1L – Insulated Thermos Bottle for Sports & Outdoor – BPA-free.” Here, the most important keywords are placed at the beginning so that they are also visible on mobile devices.

Bullet points

The bullet points should provide the buyer with all important information and benefits at a glance. Ensure that each point contains a clear added value, is structured, and is easy to read. Emotional triggers can also be incorporated here if appropriate.

Poor: “Our bottle is made of stainless steel and keeps drinks warm for a long time.”

Better: “24h hot & 12h cold – Double-walled insulation for perfectly tempered drinks”

Selling products on or through Amazon is quite simple.
Title, image, and bullet points are the first things the customer’s gaze falls upon. (Image from Amazon.de).

Product description

Now it’s about describing the product in detail, bringing it to life, describing its functions, and telling a story. Actively address which problems of the customer are solved by the product, and use an easily understandable language, paragraphs, bullet points, etc.

Product images

Customers cannot touch your product, which is why images must answer all questions and build trust. Therefore, nothing beats high-resolution, professional images that show the product from various perspectives. Close-up shots are just as important as application images.

Infographics with the key benefits and product videos also help to give the buyer the best possible impression of the product. Remember that the main image must have a white background.

A+ Content

A+ Content is perfectly suited to incorporate additional illustrations or videos. The more realistically and better you present your product, the better the customer knows what to expect, and the fewer returns you will have to deal with.

Here you will find a detailed blog post on all important aspects: A+ Content: Templates and Best Practices.

Use prices strategically

The price of a product is a crucial factor in how successfully you can sell your products on Amazon, as it significantly influences the profit of the Buy Box and the ranking of a product listing. Additionally, customers compare prices directly with the competition, and even small differences can determine whether an offer is purchased or not. At the same time, the price must be set in a way that allows for a healthy profit margin.

The final price is important, but when calculating, it is crucial to consider all cost factors. These include, for example, production and purchasing costs, storage, sales commissions, and possibly FBA fees, as well as a proportion of office rent and personnel costs. Which items to consider is very individual, but only if you account for all expenses can you ultimately operate profitably.

Overview of dynamic pricing strategies

You can also sell products from Alibaba on Amazon.

Typically, all professional marketplace sellers now use a repricing tool. Manual price adjustment is hardly manageable even with very small assortments, as too many factors play a role. And with millions of price changes per day, adequate market observation by a human is simply impossible.

Dynamic price optimization is therefore standard on Amazon. The software keeps an eye on all relevant factors and responds to market changes quickly and precisely, without losing sight of the user’s margins. The fact is that an AI-powered repricer boosts sales just as it maximizes profit margins.

With the SELLERLOGIC Repricer for Amazon, you enjoy many advantages.

  • Higher sales and margins
    Outpace your competition with highly dynamic pricing that makes changes in real-time. The complete solution works tirelessly for you 365 days a year to increase your sales and margins.
  • AI support for better results
    An AI-powered repricer like the one from SELLERLOGIC achieves better results for your business in a shorter time. Choose from nine flexible pricing strategies to optimize your tactical approach, or create your own individual strategy.
  • Time and resource efficiency
    With automatic price adjustments in real-time, perfectly aligned with the current market situation, you save a lot of time that you can use elsewhere. Additionally, the SELLERLOGIC repricer is guaranteed to be cheaper than hiring multiple employees for price adjustments.
  • Excellent customer support
    The SELLERLOGIC customer service is not only available to resolve any issues but also advises you on the individual needs of your business. Our experts are well-versed in the competitive Amazon business and work with you to develop pricing strategies that outshine your competition.

To get a better impression of the many possibilities, you should read this blog article: The Push Strategy – Promoting Growth Despite a Limited Budget: Here’s How.

Effectively market products

Through targeted marketing, you can increase the visibility of your product, reach more customers, and sustainably boost your sales. Without appropriate sales promotion, it is difficult to sell new products on Amazon due to the high competitive pressure.

Amazon PPC (Pay-per-Click)

Amazon offers various advertising formats that allow you to promote your product specifically. These ads appear in search results or on product pages and help gain more visibility.

These types of Amazon PPC ads, which are also suitable for beginners, include:

  • Sponsored Products: Advertising for individual products in search results and on product pages.
  • Sponsored Brands: Brand advertising with logo and multiple products (only for registered brand owners).
  • Sponsored Display: Retargeting ads that reach customers outside of Amazon.

It is no coincidence that there are agencies and service providers that specialize in Amazon Advertising. If you have questions, it is always advisable to consult professionals rather than wasting money unnecessarily. It is important in any case, …

  • … to conduct a keyword research to find relevant keywords with high search frequency and low competition.
  • … to combine automatic and manual campaigns. Automatic campaigns help to find new keywords, while manual campaigns can be precisely controlled.
  • … to optimize bids and budget. Regular adjustments prevent unnecessary expenses and improve performance.
  • … to regularly monitor campaigns. The key metrics (e.g., click-through rate, conversion rate, ACoS) should be analyzed and optimized.

Discount promotions, coupons, and lightning deals

Discount promotions are an effective method to temporarily boost sales, increase visibility, and attract new customers. Amazon offers various ways to create such incentives.

Through coupons, customers receive an immediate discount on the product price. These are visible on the product page. Time-limited special offers (lightning deals) are also visible there. Discount promotions for bulk orders are also possible and are especially common in the Amazon B2B business. In addition, there are exclusive special prices for Prime subscribers, such as during Prime Day.

However, discounts should not be applied arbitrarily, but strategically. This is especially the case when launching new products, during seasonal events like Black Friday or Christmas, to reduce inventory, or to boost sales at certain times of the day.

Manage reviews and customer service

How can you sell products on Amazon?

Good reviews and professional customer service are crucial for long-term success on Amazon. Positive reviews increase visibility, improve the trust of potential buyers, and enhance the conversion rate. At the same time, poor customer service or a high number of negative reviews can lead to customers dropping off or your seller account being restricted.

Why are reviews on Amazon so important?

Amazon reviews are one of the most important factors in the purchasing decision. Many customers read reviews before adding a product to their cart. Products with a high number of positive reviews generally sell better and have a better ranking in Amazon’s search results.

To successfully sell products on Amazon, reviews are essential. However, Amazon has strict guidelines for soliciting reviews. Direct incentives such as discounts or gifts in exchange for reviews are prohibited and can lead to the suspension of the seller account. Nevertheless, there are legal and effective ways to obtain more reviews, such as through the Vine program.

We have already dealt with this topic in detail in another text. There you will find the 6 best tips on how to generate more reviews on Amazon.

Conclusion

Many dream of selling products on Amazon and building a lucrative business. It is true: Selling on Amazon offers great opportunities. However, it also requires strategic planning, thorough market analysis, and continuous optimization. Successful sellers understand the mechanisms of the platform, rely on data-driven decisions, and use smart tools for automation. Those who engage intensively with product research, listing optimization, pricing, and marketing strategies can stand out from the competition in the long run and build a profitable business.

Amazon is not a self-starter – but with the right know-how and a well-thought-out strategy, the potential of the marketplace can be fully leveraged.

Frequently Asked Questions

How much does it cost to sell on Amazon?

There are two selling plans: As an individual seller, you pay €0.99 per sold item, while the professional plan costs a flat €39 per month. In addition, both plans have sales commissions that vary by product category, but usually range between seven and 15 percent of the sale price.

Can a private person sell things on Amazon?

Yes, with the individual seller plan, you can sell without a business. However, this is usually easier to implement on other platforms such as classifieds.

Can you sell on Amazon without a business?

Yes, but regular selling is usually considered commercial.

Is it free to sell on Amazon?

No, there are monthly fees as well as sales commissions.

How can I sell products on Amazon?

1. Create a seller account.
2. Choose a selling plan.
3. Create a product listing.
4. Set the price & optimize the offer.
5. Handle sales & shipping.

What products can you sell on Amazon?

Products with high demand, low competition, and good margins – e.g. trending items, niche products, or private labels – are particularly suitable.

Which products sell best on Amazon?

Electronics, household goods, beauty, fitness, toys, and seasonal items – trending products can be found, for example, on the Amazon bestseller pages.

Image credits (unless otherwise stated): © weedezign – stock.adobe.com

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