Grow your Amazon Business - The beginner's guide to
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Update on Mar 23, 2022
The beginner’s guide to
Grow your Amazon
Business
Once you know the basics of how to sell on Amazon, learn about the tools available to help you
grow your business.
Growing as a seller involves adding selection, driving traffic to your products, expanding your reach,
and delivering a great customer experience.
The tactics in this guide can help you accomplish these tasks and improve your chance for
success.
The Beginner’s Guide to Grow Your Amazon Business Welcome 1
Contents
Click the titles to quickly jump to different sections of the guide
Fulfilment by Amazon 3
The Merchant Fulfilled Network 4
Advertise your listings 5
Create promotions, deals & coupons 6
Build your brand 7
Pricing tools 9
Get more efficient 10
Reach customers worldwide 11
12
The Beginner’s Guide to Grow Your Amazon Business Contents 2
Fulfilment by Amazon
Consider making your offers more attractive to Amazon Prime members using Fulfilment by
Amazon (FBA). Compare the options to decide which fulfilment method is right for your
business.
Benefits of Fulfilment by Amazon
Amazon handles the logistics so you can handle what matters most to you.
Scale your business Display the Prime Badge
Eliminate your fulfilment headaches and get
Display the Prime badge on eligible products.
help scaling your business.
Free shipping Customer service & returns
Offer free expedited shipping on eligible We’ll take care of storage, customer service, and
products toPrime members. returns.
Check out The Beginner’s Guide to FBA for detailed information.
How many units do I need to send?
There’s no minimum number of units and no
obligation to use FBA for all your products. You
have the freedom to customise your strategy to
meet your ecommerce business’ needs.
The Beginner’s Guide to Grow Your Amazon Business Fulfilment by Amazon 3
The Merchant
Fulfilled Network
The Merchant Fulfilled Network (MFN) refers to orders where you are planning to handle the
fulfilment experience yourself from order packaging, shipping, returns, and customer service
elements.
Here are some tools you can use to grow with seller-fulfilled offers:
Delivery speed
• 1-2 Day Handling Time: an estimated time between when the buyer places the order until you hand
the order over to a delivery service. It gives you the option to offer customers a speedier delivery
promise.
• Using “Shipping Templates” to set different service levels, shipping regions, shipping rates and
more based on specific groups of SKUs.
• Optimise your Valid Tracking Rate (VTR) and On-Time Delivery score to improve the customer
experience and reduce the amount of customer contacts inquiring about package delivery
Amazon Easy Ship*
*Applicable to sellers with an eligible Singapore addressed only
Amazon Easy Ship is an end-to-end shipping service under Merchant-fulfilled shipping options for sellers
with an eligible address in Singapore to help them fulfill their orders for products that are not registered
with Fulfilment by Amazon (FBA). Amazon Easy Ship allows you to provide a faster and more predictable
delivery experience for customers, with integrated tracking on Seller Central.
Key benefits include:
- Cost optimization: pre-negotiated rates with Amazon's enrolled carriers
- Faster shipping to end customers: Delight customers with faster delivery
- Seller Central integration: no need to configure fulfillment time manually as Amazon's enrolled carriers
will pick items from your location and update the fulfilment progress in Seller Central. This frees up your
time to focus on growing your business. To register for this service, enable Amazon Easy Ship by opting-in
on the shipping settings page in Seller Central.
The Beginner’s Guide to Grow Your Amazon Business The Merchant Fulfilled Network 4
Advertise your listings
Applicable for Professional Sellers only
Introduce your brand and products to more shoppers. Our self-service solutions help you get
discovered, drive sales, and reach your business.
Amazon Advertising
Help Amazon customers discover and Helpful advertising resources
purchase products that you sell on
• New Advertiser success guide
Amazon with ads that appear in search
results and on product detail pages. • Advertising best practice guide
• Advertised product optimisation guide
Get discovered by helping you to grow
sales and boost awareness
Ads appear right where customers will see them, such as the first page of search results and
product pages, providing an instant visibility boost.
- Sponsored Products help you grow your sales on Amazon by reaching customers who are
searching for products like yours, and driving them to your product page. It will appear on
the search results page.
- Sponsored Brands* help boost brand awareness with your logo and a customised
headline in ads that appear in search results. You can promote your brand and sets of
products from this ad type.
Control costs
Ad spend is derived through cost per click, so you pay only when customers click your ads. You
control how much you spend by setting your budget and choosing how much to bid per click.
*Please note: You must be a professional seller enrolled in Brand Registry to use these tools.
The Beginner’s Guide to Grow Your Amazon Business Advertise your listings 5
Create promotions,deals & coupons
Applicable for Professional Sellers only
Help increase sales or drive sales conversion, clear inventory, or boost product visibility for both
existing and new product launches by using promotions, coupons or deals.
Promotions
Promotions can help your products stand out from the competition and stimulate sales.
Consider creating a promotion when business is slow so that you can motivate both existing and
new customers to buy. You can also distinguish your offer from the competition and encourage
existing customers to try new products.
Offer free shipping, percentage discounts, or buy-one-get-one promos on your products. Promotions
work for all professional sellers for both Merchant-Fulfilled method and Fulfillment by Amazon (FBA)
even when your item is not getting a Featured Offer.
Vouchers / Coupons (Applicable for items that receive Featured Offer)
You can offer discounts on a single product or a set of products for your voucher through
Amazon Seller Central. Vouchers can help increase the visibility of your products as customers
can discover vouchers through the Vouchers home page, search results, product detail pages,
and in their carts.
Deals
Run deals to encourage people to take
advantage of your great prices, and be
featured on the Amazon Deals Page.
This is considered as one of the most
effective mechanics due to high traffic
vs. promotions and vouchers.
A Lightning Deal is a time-bound,
promotional offer where an item is featured
for a limited number of hours, usually four
to 12 hours.
7-day deals will run for up to seven
consecutive days, while stocks last.
Featuring an item as a deal may help
increase sales and reduce your inventory.
Am I eligible for deals?
To be eligible for deals, you must be a
Professional Seller with overall seller
ratings of 0 or at least 3.5 stars. Products
that you can run must receive Featured
Offer and receive 0 or at least 3 stars
product review. Eligibility criteria is
outlined here.
Create promotions, deals & coupons 6
Build your brand
Brand Registry
Enrolling in Brand Registry allows you to have greater control over your brand’s product listings from
utilizing all the brand tools in driving sales conversion and finding potential infringement cases.
Our automated protections proactively help remove suspected infringing or inaccurate content
using information about your brand. Plus, our global team is available 24 hours a day, 7 days a week
to help with any brand-related questions you might have.
To be eligible for Brand
Registry you need:
1. A Professional selling account
2. An active registered trade mark that appears
on your products or packaging
3. The ability to verify yourself as the rights
owner or authorised agent for the trade mark.
If that’s you, consider enrolling for free. Follow
step by step instructions in our Brand Registry
Guide.
Brand Owner Tools
Build your brand with the following tools. Please note that you must be enrolled in Brand Registry to be
eligible for the following features.
Amazon Brand Analytics
Amazon Brand Analytics provides advanced metrics to help boost your performance. Amazon Search Terms
shows effective terms that would typically lead customers to your product. Use the Market Basket report
to view products most frequently purchased at the same time as your products and identify product
bundling and cross-sell promotion opportunities. Differentiate using Item Comparison by seeing the
products that are being viewed or purchased most frequently.
A+ Content
A+ Content is an additional Product Detail Page
feature that tells your product or brand story,
highlights product features, and helps improve
organic SEO. Customised content such as enhanced
images and text placements make your product
stand out and answer product questions before
customers ask them. Creating A+ Content can help
result in higher conversion rates, increased traffic,
and increased sales when used effectively.
The Beginner’s Guide to Grow Your Amazon Business Build your brand 7
Basic Video Package
Video content enriches the product descriptions of branded products through creating a unique brand story.
Customers get an optimised video viewing experience in the media block on product detail pages, including
adaptive streaming, creator name, and sharing capabilities. Shoppers who watch videos on the Amazon
store are generally more likely to purchase a product than shoppers who do not watch videos. They typically
visit fewer Detail Pages and tend to spend more.
Stores
Stores is a free and self-service
branded destination on Amazon
for advertisers to curate content
that inspires, educates, and helps
shoppers discover the brand’s
product selection. Stores give
advertisers control to create a
shopping experience on Amazon
that they can optimise using
insights about performance,
campaigns, traffic, and sales
related to their Store. Stores are
easy to build and update, and
display on mobile and desktop
without any additional work.
Sponsored brands
Sponsored Brands helps customers discover and
engage with your brand as they research on
Amazon. Generate awareness, and consideration
with customisable ads that feature your brand
and products. Sponsored Brands links directly to a
custom landing page or a Store where customers
can engage with your brand and collection of
products in an immersive environment. Ads appear
in prominent search result placements and with
cost-per-click pricing so you only pay when a
customer clicks on your ad.
The Beginner’s Guide to Grow Your Amazon Business Build your brand 8
Pricing tools Automate pricing Automate Pricing allows you to automatically adjust prices on SKUs in your catalogue in response to events such as the Featured Offer (Buy Box) price, without having to revisit the SKU every time you want to change your price. You create a pricing rule, set the rule parameters, and then select the SKUs to which the rule applies. Move fast Automatically change your prices in response to the events you choose, keeping them sharp in a dynamic environment. Maintain health The Pricing Health page provides an overview of your Featured Offer eligibility, sales conversion from a pricing point of view, and any inactive offers with potential errors. The Beginner’s Guide to Grow Your Amazon Business Pricing tools 9
Get more efficient
Scale up, automate selling, and sell anywhere,
anytime.
Marketplace Web Services (MWS)
Amazon MWS enables programmatic data
exchange for listings, orders, payments,
reports, and more.
Stay efficient and help improve response
time to customers by using third-party
software that utilises MWS APIs, or you
can build your own.
The Amazon Service Provider Network
The Amazon Service Provider Network is a directory
of third-party software and service providers who
are innovating on behalf of Amazon sellers*.
Discover powerful applications and services to meet
your unique business needs, from automated
pricing and listing tools to imaging and account
management.
*The Service Provider Network is purely an
informational resource to help you find the services
you need. Should you wish to engage the services
of a service provider, you will be contracting
directly with that provider, who will provide
services to you at your direction. Amazon does not
endorse any service provider or its services.
The Beginner’s Guide to Grow Your Amazon Business Get more efficient 10Reach customers
worldwide
With Amazon Global Selling, you can list and sell your products on any of our
marketplaces in North America, Europe and Asia.
Expand globally
Register your Seller Central account in an Amazon store to begin setting up your global selling account.
After creating your global selling account, you can manage offers using the Build International Listings
tool, link your accounts to multiple regions, deliver internationally and customise your selling plan.
Global Registration
When you register for an Amazon selling account, we automatically create merged accounts that
give you access to North American stores (United States, Canada, and Mexico), European stores,
Japan, Singapore, Australia, UAE, and Saudi Arabia. Once you have created a selling account, you
can start creating product listings in each store unless that store requires additional information.
If you expand to sell in other worldwide Amazon Stores using merged accounts, you will pay the
equivalent of $39.99 USD per month, split proportionately across each country or region in which
you have an active listing and charged separately in each local currency. You can downgrade at any
time. For more information, see Monthly subscription fee FAQs and Merging Accounts for more
details.
The Beginner’s Guide to Grow Your Amazon Business Reach customers worldwide 11Grow on Amazon Checklist
Once you have successfully launched and are selling on the Amazon Singapore store, there are an
array of tools and programs available to support your growth. Use this checklist to identify areas
that you could explore:
Consider using Fulfilment by Amazon to help scale your business. The Beginner’s Guide to
FBA is a great place to start!
If you want to fulfil your orders yourself, look at optimising your delivery speed through a
variety of tools and metrics.
Consider utilising Amazon’s variety of advertising tools to help increase the visibility of your
products to customers and grow sales.
Take advantage of sales events by creating promotions, deals and coupons to help
increase sales and discoverability of your products.
If you are a brand owner, consider enrolling in Brand Registry if you haven’t yet to gain
access to specific tools that help showcase your brand to customers.
Regularly review your Pricing Health page.
As a growing business, consider
scaling further by engaging
third-party developers or service
providers through Marketplace
Web Services (MWS), and the
Amazon Service Provider
Network.
Consider growing beyond
the Amazon Singapore store
through selling on another
store and reaching more
customers worldwide.
The Beginner’s Guide to Grow Your Amazon Business Grow on Amazon checklist 12You can also read
