So gründen Sie ein Unternehmen: Der bisher umfassendste Leitfaden zur Eröffnung eines Amazon-Shops (2024)

Embarking on a business venture often garners attention for its overnight allure, yet the reality delves into complexity. It’s a narrative intricately woven over the years, enriched with dreams, deliberate construction, and strategic positioning, all preceding the grand public unveiling. To stay grounded, it’s crucial to fixate on your unique business journey and refrain from comparing your success to others.

Consistency: The Foundation of Progress

In the initial surge of motivation, new business owners flourish, but the real challenge surfaces when that initial drive diminishes. The key? Establishing habits and routines becomes a steady force, propelling you forward even when motivation takes a backseat.

Strategic Progress: Navigating the Entrepreneurial Terrain

Business owners often find themselves in two camps: those immersing themselves headfirst, improvising as they go, and those ensnared in analysis paralysis, unable to initiate. If you find yourself oscillating between the two, don’t fret – that’s the sweet spot. To address any business or personal goal effectively, break it down. List every essential step, then arrange them logically. Some steps are swift; others demand time. The critical strategy? Always take the next step.

Bear in mind, success isn’t a one-size-fits-all journey. Embrace your distinctive amalgamation of bold leaps and meticulous planning, and, above all, continue progressing. Your business narrative unfolds more like a marathon than a sprint.

Product Selection Strategy Section Directory:

1. Product Selection Principles:
   • For novice sellers, there’s no need to develop new products. Just follow the lead of products that perform well on Amazon.
2. Sourcing Products:
   • Consider these sources:
     • Hot-selling new products.
     • Products rapidly climb the rankings within 24 hours.
     • Products receiving the most gifts.
     • Various Amazon rankings and lists.

Product Selection Principles:

Every individual’s operational capabilities and financial situation differ, and there is no fixed method for product selection.

Consider the following factors when choosing products:

Calculate Operational Costs:

Ensure that the operational costs (procurement, logistics, promotion, etc.) do not exceed your available capital, leaving room for a reasonable profit margin.

Keyword Ranking:

Products should have fewer than 100 reviews on the main keywords’ homepage to facilitate competition.

Avoid Infringement:

Ensure products do not infringe on copyrights by checking the U.S. patent website.

Quality Supply Chain:

Finding a reliable supply chain is crucial, considering both product quality and shipping speed.

Competitor Analysis:

Analyze competitors’ listing quality to determine if improvements can be made.

Seasonal Analysis:

Examine the seasonality and sales trends of products to aid in future operations.

Avoid Seasonal Products for Beginners:

Novices are advised to steer clear of seasonal products due to difficulties in inventory control and unpredictable sales.

Sourcing Products:

You can filter them based on procurement prices, payment terms, product quality, shipping speed, after-sales service, and more. Suppliers are genuinely crucial, especially concerning product quality and shipping speed.

Product Listing

Product Listing (Listing) Section Directory:

Image Content:

The visual appeal of your product is crucial. Ensure high-quality, engaging images that highlight the product from various angles.

Keyword Optimization:

Incorporate relevant keywords in your listing to enhance visibility and improve search engine rankings.

Title Crafting:

Create a compelling and descriptive title that encapsulates the essence of your product and includes relevant keywords.

Five Bullet Points:

Condense key product features into five concise bullet points, offering a quick overview for potential buyers.

Product Description:

Elaborate on the product’s features, benefits, and uses comprehensively and engagingly.

QA (Questions & Answers) Strategy:

Anticipate customer queries and provide detailed responses to enhance buyer confidence and reduce uncertainty.

Pricing Strategy:

Determine a competitive and strategic pricing model based on market research and product value.

In essence, a “Listing” refers to the page where buyers view and assess products available on Amazon. Once you’ve selected your product, the next step is to craft an effective Listing page – essentially, the sales details page for your product.

Image Content:

In e-commerce, the significance of compelling product images cannot be overstated.

The optimal image set consists of 8 pictures: 1 main image, 6 additional images, and 1 variant image.

Image Dimension Reference:

1. Overall Image
2. Functional Illustration
3. Usage Scenario Image
4. Multi-angle Detail Images
5. Usage Method Image
6. Packaging Image
7. Size Comparison Image
8. 3D Modeling Rendering Image

Image Requirements:

• The ideal image size is 1600px by 1600px.
• Keep the image background plain white, free from accessories, watermarks, illustrations, logos, or any related text.
• Ensure the product occupies 85% of the image, without borders.
• Image formats: JPG, TIFF, GIF.
• Consider adding design elements like lighting or reflections to enhance aesthetics without distortion.
• Except for the main image, incorporate seller demonstrations into other images.
• Overall recommendation for product images: dimensional, clear, and textured.

For beginners, it’s advisable not to design images themselves. Outsourcing to professionals for photography is recommended.

About Keywords:

When crafting textual information, it inevitably involves the use of “keywords.”

Keywords are generally utilized in titles, bullet points, descriptions, and searches.

Definition of Keywords:

Broad Keywords:

These are general terms with high traffic, but they lack precision.

Core Keywords:

These include brand names and product nouns, forming the essential terms.

Long-tail Keywords:

More specifically, these include additional adjectives and adverbs for accuracy.

Example:

For the phrase “Insulated water cup for men and women, students, stainless steel, large capacity, portable, customized”

• Broad Keywords: Water cup, Cup
• Core Keywords: Insulated cup, Stainless steel, Large capacity
• Long-tail Keywords: Men, Women, Students, Customized, Portable

The broader the keyword, the more chaotic the traffic and the lower the conversion rate. Conversely, more detailed keywords yield precise traffic and higher conversion rates.

In titles, bullet points, and descriptions, include as many relevant keywords as possible, avoiding the misuse of unrelated keywords and brand names.

How to Obtain Keywords:

Search Box Exploration:

Search broad terms in the search box and check the dropdown suggestions.

Analyze Competitors:

Review competitors’ product titles, descriptions, bullet points, and customer reviews.

Product Category Research:

Collect keywords from the product category itself.

Google Search:

Utilize Google search to identify relevant keywords.

Explore Other E-commerce Platforms:

Investigate keywords on other e-commerce platforms like eBay, AliExpress, Shopee, etc.

By employing these methods, you can gather a comprehensive list of relevant keywords to enhance your product visibility and performance.

Title Writing Guidelines:

Brand and Product Identification:

Begin with the brand name and product model or series name for immediate recognition.

Core Keywords in Product Name:

Incorporate essential keywords related to the product to enhance searchability and relevance.

Highlighting Key Features or Selling Points:

Emphasize the most significant features or unique selling points of the product to attract attention.

Material Composition or Main Components:

Include information about the materials or main components used in the product to convey quality and characteristics.

Color, Size, Quantity, and Specifications:

Provide details about the product’s color options, size variations, quantity, and any specific specifications to give a comprehensive overview.

Usage Scenarios and Applicability:

Communicate the various usage scenarios and situations where the product excels, showcasing its versatility.

Example Title:

“ABC Tech XYZ-2000 Series – High-Performance Wireless Earbuds with Noise Cancellation and Premium Titanium Build – Black, Compact Size, Pack of 2”

This title includes the brand (ABC Tech), product series (XYZ-2000), core keywords (Wireless Earbuds, Noise Cancellation), key features (High-Performance, Premium Titanium Build), specifications (Black, Compact Size, Pack of 2), and a mention of usage scenario (ideal for diverse settings).

Title Writing Considerations:

• Place Primary Keywords at the Beginning:
  • Position the main keywords at the start of the title to enhance search engine optimization (SEO) and increase search weight.
• Incorporate Three Core Keywords:
  • Aim to include at least three essential keywords related to the brand, product, or key features for a well-rounded title.
• Prioritize High-Frequency Attributes, Features, and Functions:
  • Focus on using words that are commonly searched for, such as popular attributes, features, and functions of the product.
• Utilize a Universal Formula:
  • Consider the following formula as a versatile guide for creating titles:

(Brand Name + Core Keywords + High-Converting Key Terms + One or Two Functional Words + Usage Scenarios, Target Audience + Product Features)

Example:

XYZ Appliances – Energy-Efficient Smart Refrigerator with Ice Maker – Premium Stainless Steel Finish for Modern Kitchens.

In this example, the brand is XYZ Appliances, core keywords include Smart Refrigerator and Ice Maker, high-converting terms include Energy-Efficient and functional words encompass Premium Stainless Steel Finish. Additionally, the usage scenario and target audience are implied (Modern Kitchens).

Common Mistakes for New Sellers:

• Exceeding 200 Characters:
  • Keep title character count under 200 to ensure readability and compliance with platform guidelines.
• Avoiding Sales Language:
  • Refrain from using promotional or sales-oriented words in titles to maintain a professional and compliant tone.
• Capitalizing Initial Letters:
  • Ensure the first letter of each word in the title is capitalized for a polished and easy-to-read appearance.
• Eliminating Keyword Repetition:
  • Avoid repetitive use of keywords within the title, as it may be considered spammy and can affect search ranking.
• Spelling Errors:
  • Double-check and eliminate spelling mistakes in the title to convey professionalism and attention to detail.
• Proper Punctuation:
  • Use proper punctuation, such as commas with spaces, for clear and organized title presentation. Avoid special characters like “?!”.
• Complete Measurement Units:
  • Spell out complete measurement units (e.g., inch, gram, ml) to provide clarity and avoid confusion.
• Use of Arabic Numerals:
  • Utilize Arabic numerals (1, 2, 3) instead of English words for numbers to maintain consistency and efficiency.
• Avoiding “&” Symbol:
  • Instead of using the “&” symbol, use the word “and” for a more professional and standardized title structure.

Writing Tips for Five Bullet Points Descriptions:

• Product Selling Points:
  • Highlight the unique aspects that differentiate the product, such as exceptional materials, innovative packaging, or standout design features.
• Usage Scenarios:
  • Create a connection with potential buyers by illustrating various scenarios in which the product can be used. This helps evoke a desire to purchase.
• Specifications and Accessories:
  • Provide detailed specifications and information about included accessories or packaging components to address any concerns or doubts potential customers may have.
• Functional Features:
  • Emphasize the product’s key functional features that directly address the most significant concerns or needs of potential customers. Clearly articulate how the product solves problems or adds value.
• Quality Assurance and After-Sales Support:
  • Build trust by outlining the product’s quality assurance measures, shelf life, and the level of after-sales support provided. This instills confidence in the customer’s decision to make a purchase.

Example:

• Premium Material: Crafted from high-quality, durable materials ensuring longevity and a luxurious feel.
• Versatile Usage: Ideal for home, office, or travel – adapts to various scenarios for maximum convenience.
• Comprehensive Package: Includes detailed specifications, user manual, and accessories, addressing all customer inquiries and concerns.
• Smart Functionality: Intuitive features designed to streamline daily tasks, providing a solution to common user pain points.
• Quality Assurance: Backed by a robust quality guarantee, with a generous shelf life and responsive after-sales support to ensure a worry-free purchase experience.

Editing Product Descriptions:

• Perspective Description:
  • Choose a perspective to describe the product, whether from the producer, user, or an authoritative expert. For example, if selling chocolate, as a user, you could write: “Indulge in the smooth and velvety texture of our chocolate, delivering a delightful crunch with every bite. Experience the ultimate satisfaction in every mouthful.”
• Parameter Listing:
  • Clearly list essential product information such as production materials, specifications, capacity, power, and other relevant details. This helps customers make informed decisions.
• Highlighting Features:
  • Emphasize the key features of the product using compelling terms like delicious, versatile, fun, efficient, convenient, comfortable, durable, etc. For instance, “Our chocolate is not just a treat; it’s an experience – irresistibly delicious, versatile for any occasion, and crafted for ultimate satisfaction.”
• Inspirational Language:
  • Use inspiring and persuasive language to create a connection with potential buyers. Words like indulgent, exquisite, premium, and unique can evoke positive emotions and entice customers to make a purchase.
• Benchmark Competitors:
  • Review descriptions from successful competitors to gather insights into effective language, formatting, and content. While maintaining originality, take note of how they convey product benefits and uniqueness.

Example:

“Our artisanal chocolate, a sensory delight for true connoisseurs, encapsulates the perfect blend of premium cocoa and craftsmanship. Indulge in the silken texture, relish the satisfying crunch, and savor the exquisite taste that sets us apart. Each bite is a symphony of flavors, a testament to our commitment to delivering unparalleled chocolate experiences. Join the ranks of those who appreciate not just chocolate but an art form, meticulously crafted for your ultimate pleasure.”

Guidelines for Product Descriptions:

• Word Count:
  • Aim for a product description of 1000 words or more to provide comprehensive information and engage the audience with detailed insights.
• Formatting and Styling:
  • Enhance readability by utilizing effective formatting techniques. Use bold text to highlight key points, and ensure proper line breaks for a visually appealing layout.
• Keyword Integration:
  • Integrate relevant keywords naturally within the description to improve search engine optimization (SEO) and enhance the visibility of your product. However, avoid overloading the text with keywords to maintain readability.

Example:

“Introducing our latest innovation – the [Product Name]. This cutting-edge device combines state-of-the-art technology with unparalleled design, setting new standards in [industry/field]. From the meticulously crafted exterior to the powerful components within, every detail is a testament to our commitment to excellence.

Hauptmerkmale:

• Advanced [Feature 1] for enhanced performance
• Sleek and durable design, crafted from premium materials
• Innovative [Feature 2] for a seamless user experience

Unmatched Performance:

Witness the [Product Name]’s exceptional capabilities firsthand. With [Technical Specification 1] and [Technical Specification 2], this device outperforms competitors in every aspect. Whether you’re a professional in [industry] or a tech enthusiast, the [Product Name] will elevate your experience to new heights.

Versatile Applications:

Designed with versatility in mind, the [Product Name] seamlessly adapts to various scenarios. From [Use Case 1] to [Use Case 2], experience the convenience and efficiency that redefine your expectations.

In a world where innovation is paramount, the [Product Name] stands as a beacon of progress. Boldly step into the future with a device that not only meets but exceeds your demands.

Upgrade to the extraordinary – choose [Product Name] today.”

QA Layout Strategy on Amazon:

Early Stage for New Products:

1. Begin with a minimum of 3 strategically placed Q&A posts.
2. Focus on addressing common concerns, highlighting key product features, and subtly incorporating relevant keywords.
3. Encourage early engagement by initiating Q&A with potential buyers or answering questions that may arise during this stage.

Growth Period:

1. As sales and reviews increase, gradually add a moderate number of Q&A posts to keep the information up-to-date.
2. Monitor customer feedback and inquiries to identify emerging patterns or areas that need clarification.
3. Continue to use Q&A to reinforce product strengths and build rapport with potential customers.

Mature Stage:

1. In the mature stage, aim to have approximately 15 well-distributed Q&A posts.
2. Address a variety of topics, including product specifications, usage scenarios, and any unique selling points.
3. Maintain an active presence in the Q&A section to foster a sense of community and responsiveness.

Keyword Integration:

1. Infuse questions and answers with relevant keywords to enhance the product’s visibility on the platform.
2. Use natural language to incorporate keywords seamlessly, avoiding an overly promotional tone.
3. Regularly update Q&A content to align with changes in search trends or user inquiries.

Engagement Strategies:

1. In the initial phase, engage with buyers by creating self-posed questions and providing detailed, informative answers.
2. Consider strategically placing two important Q&A posts at the top to improve visibility and increase the likelihood of conversion.
3. Leverage the Q&A section as an opportunity to highlight unique product benefits and differentiate your listing from competitors.

Pricing Strategy for New Sellers:

Initial Stage:

1. Set the initial price slightly below the market average to encourage higher sales and improve your product’s ranking on the platform.
2. Focus on gaining visibility and establishing a positive sales history, even if profit margins are initially lower.
3. Monitor competitors’ prices and adjust your pricing strategy accordingly to stay competitive.

Sales Stability and Ranking Improvement:

1. As your product gains stability in terms of sales and ranking, consider gradually increasing the price to improve profit margins.
2. Regularly evaluate the impact of price adjustments on sales volume and conversion rates.
3. If your product’s ranking starts to decline, be open to lowering the price strategically to regain traction and maintain competitiveness.

Observing Competitor Dynamics:

1. Keep a close eye on your competitors, especially strong players in the market.
2. Adjust your prices in response to changes in competitors’ pricing strategies, promotions, or market dynamics.
3. If facing formidable competition, be agile in adapting your pricing strategy to remain competitive.

Continuous Iteration:

1. Consistently monitor and analyze the market, sales performance, and customer feedback to refine your pricing strategy.
2. Be open to adjusting prices in response to changing market conditions, customer preferences, or the introduction of new competitors.
3. Aim for a pricing strategy that is both stable and competitive, balancing profitability with market demand.

Flow Acquisition Section Directory:

• Traffic Categories:
  • Explore different categories of traffic, including but not limited to search traffic, activity-based traffic, associated traffic, and category-based traffic.
• A9 Algorithm:
  • Understand the workings of the A9 algorithm, which is the core algorithm used by Amazon for product search and ranking. Stay updated on any changes or updates to the algorithm.
• CPC Advertising:
  • Dive into the world of Cost-Per-Click (CPC) advertising on Amazon. Learn how to create effective ad campaigns, optimize bids, and leverage sponsored product ads to boost visibility.
• Understanding Traffic:
  • Recognize that traffic refers to the number of people who view your product. In the context of Amazon, one user visiting your product equals one unit of traffic.
• Importance of Traffic:
  • Acknowledge that traffic is fundamental to success on Amazon. Without sufficient traffic, achieving sales becomes challenging. More traffic often leads to more sales opportunities.
• Internal Traffic:
  • Differentiate between internal traffic sources, including search traffic, activity-based traffic (from promotions or deals), associated traffic (from related products), and category-based traffic (from specific product categories).
• External Traffic:
  • Explore external traffic sources, which involve bringing potential customers to your Amazon listings from sources outside the platform. This can include social media, email marketing, and other external advertising channels.
• Search Traffic:
  • Focus on the critical aspect of search traffic, as it constitutes around 80% of Amazon’s internal traffic. Understand the factors influencing search visibility and consider strategies to optimize your product listings for search.

Regarding Search Traffic:

Search traffic, in simple terms, refers to the flow of users generated by searches using specific “product keywords.” For example, if a user is looking to buy a water bottle, they would enter a search query for “water bottle,” and Amazon would display a list of relevant products. Users can then filter through the options and make a purchase.

The key aspect of search traffic lies in the ranking of products based on the entered keywords. The higher a product ranks for a particular keyword, the greater its exposure to potential customers.

For most users, the search process involves a one-time need. Once they find and purchase a product from the top search results, they are less likely to explore products that appear further down in the rankings.

In summary, the dynamics of search traffic on Amazon involve users searching for products using specific keywords, to find and purchase relevant items. The visibility and success of a product largely depend on its ranking for those keywords, emphasizing the importance of effective keyword optimization and maintaining a high position in search results.

Search traffic is further divided into “organic traffic” and “paid traffic.”

• Organic Traffic (Free Traffic):
  • This refers to the flow of users who find and click on your product through natural, unpaid search results. It relies on the high relevance and ranking of your product in the Amazon search algorithm (A9).
• Paid Traffic:
  • This involves paying for Cost-Per-Click (CPC) advertising to boost the visibility of your product in search results. With paid traffic, you can use sponsored product ads to place your product at the top of search results for specific keywords.

The concept of the A9 algorithm is crucial in understanding how organic traffic is generated:

• A9 Algorithm:
  • Amazon’s A9 algorithm is an intelligent system that analyzes various data points related to your product. It assigns a ranking to your product listing based on factors such as relevance, customer engagement, and historical performance. The higher the ranking, the better your product’s position in keyword search results.

A9 Algorithm Ranking Criteria:

1. Conversion Rate:
   • Recent sales volume of the product.
   • Buyer reviews, including the quantity, star rating, and overall feedback.
   • Q&A engagement, considering answered questions related to the product.
   • Image size and quality in the product listing.
   • Product price, a critical factor in estimating conversion rates.
   • User dwell time on your product page and bounce rate.
   • Listing completeness and accuracy.
2. Listing Relevance:
   • Title: Keep the title within 80 characters and include as many relevant keywords as possible.
   • Bullet Points: Highlight core product features and arrange them in a structured manner.
   • Product Description: Use local language/terms to enhance search relevance.
   • Search Terms: Utilize the 5 search term fields provided by Amazon, totaling 250 characters.
   • Category and Subcategory: Clearly specify the product’s category and subcategory information.
   • Brand and Manufacturer: Provide detailed information about the brand and manufacturer.
   • Technical Specifications: Clearly outline product technical and physical details.
3. Service:
   • Response speed to orders.
   • Maintaining sufficient product inventory to avoid stockouts.
   • Perfect order rate.
   • Order defect rate.
   • Return rate.

Paid Traffic, in simple terms, involves investing money in Cost-Per-Click (CPC) advertising to generate exposure and traffic.

In the initial stages, when your product lacks sales history, launching CPC advertising campaigns can boost your product’s keyword rankings. This, in turn, helps increase sales and gather reviews, contributing significantly to the improvement of your listing’s overall weight and visibility on Amazon.

If you can generate a $20 profit from a $10 investment due to a high conversion rate, it’s considered a successful advertising strategy. Therefore, strategically using CPC advertising can be a highly effective method for increasing sales.

CPC Advertising Process:

1. Understanding CPC Advertising:
   • CPC (Cost-Per-Click) advertising involves paying for each click on your ad. Charges only occur when a buyer clicks on your ad.
   • You can set your own click cost; higher costs generally result in faster ad exposure.
   • Ads are displayed based on selected keywords, and users will see your ad when they search for those specific keywords.
2. Prerequisites for Campaign Launch:
   • Ensure your product listing is complete and optimized for a high conversion rate.
   • Maintain sufficient inventory to avoid running out of stock; stockouts can negatively impact the effectiveness of your advertising.
   • Offer competitive pricing to improve the likelihood of conversions.
3. Selecting Products for Promotion:
   • Identify and organize relevant keywords for your products, including broad terms, core keywords, and long-tail keywords.
4. Creating Ad Campaigns:
   • Set bids for each keyword to determine how much you’re willing to pay for a click.
   • Determine your advertising budget and set the duration of your campaign.
   • Create compelling ad copy that encourages clicks and conversions.
5. Keyword Strategy:
   • Categorize keywords into different groups based on their relevance to your products.
   • Set different bid amounts for each group, focusing higher bids on more crucial keywords.
   • Regularly review and adjust your keyword strategy based on performance data.
6. Monitoring and Optimization:
   • Regularly monitor the performance of your CPC campaigns, analyzing metrics such as click-through rates (CTR) and conversion rates.
   • Adjust your bids and budgets based on campaign performance.
   • Experiment with different ad copy and targeting strategies to optimize results.

FBA & FBM

Warehousing and logistics decisions depend on your operational model when selling on Amazon. Generally, there are two main shipping models: “Self-Shipping” and “Fulfillment by Amazon (FBA).”

Self-Shipping:

• After a buyer places an order, the seller independently arranges logistics for shipment.
• Products are shipped directly from the seller in the home country to customers abroad.

Fulfillment by Amazon (FBA):

• Amazon provides its own fulfillment service
• With FBA, sellers purchase products in advance, pack them, and ship them to Amazon’s overseas warehouses via air or sea freight.
• Amazon handles all aspects of order fulfillment, including picking, packing, and shipping to customers.

When deciding between self-shipping and FBA, consider the following factors:

• Control and Cost:
  • Self-shipping offers more control over the shipping process but may involve higher operational costs.
  • FBA provides a more hands-off approach with Amazon managing logistics, but associated fees may be higher.
• Shipping Speed:
  • FBA often provides faster shipping times, contributing to a better customer experience.
  • Self-shipping may lead to longer shipping times depending on the chosen logistics provider.
• Global Presence:
  • FBA allows you to leverage Amazon’s extensive international fulfillment network, potentially expanding your market reach.
  • Self-shipping may limit your ability to efficiently fulfill orders globally.

Ultimately, the choice between self-shipping and FBA depends on your business strategy, resources, and goals. Some sellers may opt for a hybrid approach, using self-shipping for certain markets and FBA for others to maximize efficiency and cost-effectiveness.

Self-Shipping:

Vorteile:

1. No Inventory Pressure: You don’t need to maintain a large inventory, reducing the financial burden.

Nachteile:

1. Slow Delivery: Shipping times can be slow, typically around 15 days, leading to potentially lower customer satisfaction.
2. Limited Traffic: Limited exposure due to slower shipping may result in lower traffic.

Fulfillment by Amazon (FBA):

Vorteile:

1. Higher Conversion Rates: Faster shipping and Amazon’s trusted logistics contribute to higher conversion rates.
2. Fast Shipping: FBA offers 1-2 day shipping, providing a competitive edge and better customer experience.
3. More Traffic: Leveraging Amazon’s extensive customer base leads to increased visibility and potential sales.

Nachteile:

1. Higher Capital Requirements: Initial investment is higher as you need to stock small quantities (100-200 units) before shipping to FBA.
2. Risk of Overstocking: There’s a risk of overstocking, as you need to purchase inventory upfront.

For Beginners:

• For those with sufficient funds, starting with FBA is recommended.
• Begin with a small order of 100-200 units to manage initial capital requirements.
• FBA Process: Create FBA plan in the backend → Purchase products → Package and ship to Amazon’s overseas warehouses → Inventory management and order fulfillment.

FBA Fees (Refer to official information as fees may vary across different Amazon sites):

• Amazon charges warehousing and logistics fees for FBA services.
• These fees cover storage, order picking, packing, and shipping.

In summary, while FBA offers advantages like faster shipping and increased visibility, it comes with higher capital requirements and potential risks of overstocking. Beginners with sufficient funds are encouraged to start with FBA, managing initial inventory cautiously.

Account Security Section Directory:

1. Store Performance Metrics:
   • Understand and monitor store performance based on six key dimensions:
     • Order Defect Rate (ODR)
     • Late Shipment Rate (LSR)
     • Valid Tracking Rate (VTR)
     • Cancellation Rate
     • Customer Response Time
     • A-to-Z Guarantee Claim Rate
2. Account Linkage Prevention:
   • Implement measures to prevent unauthorized linkage of accounts.
   • Regularly review and secure account access information.
   • Set up two-factor authentication for an additional layer of security.
3. Additional Security Measures:
   • Regularly update and strengthen passwords for account access.
   • Use unique and strong passwords for different platforms.
   • Be cautious with third-party applications and permissions granted to them.
   • Enable notification alerts for any suspicious account activity.
   • Educate team members on security, best practices and the importance of account safety.
4. Device and Network Security:
   • Use secure and trusted devices for account access.
   • Avoid accessing your account from public or unsecured networks.
   • Regularly check and monitor devices for any signs of compromise.
5. Secure Communication:
   • Use encrypted communication channels for sensitive information.
   • Be cautious of phishing attempts through emails or messages.
   • Verify the authenticity of Amazon communications through official channels.
6. Regular Security Audits:
   • Conduct regular security audits to identify and address potential vulnerabilities.
   • Stay informed about the latest security updates and best practices recommended by Amazon.

Maintaining strong account security is fundamental to the continuous success and sustainability of your Amazon business. Regularly reviewing and updating security measures, as well as staying vigilant against potential threats, ensures a robust defense against unauthorized access and potential disruptions to your operations.

Store Performance Metrics:

1. Order Defect Rate (ODR)
2. Pre-shipment Cancellation Rate
3. Late Shipment Rate
4. Valid Tracking Rate
5. Return Dissatisfaction Rate
6. Product Policy Compliance

Order Defect Rate (ODR):

The Order Defect Rate (ODR) is a key metric that measures your ability to provide a positive buyer experience. It represents the percentage of orders with one or more defects (defined below) within a given 60-day period.

An order is considered defective if it has negative feedback, an Amazon Guarantee Claim (not rejected), or a credit card chargeback. Sellers are required to maintain an ODR below 1%, as exceeding this may lead to account suspension.

ODR comprises three components: Negative Feedback Rate, Amazon Guarantee Claim Rate, and Credit Card Chargeback Rate.

• Negative Feedback Rate: The percentage of orders with received negative feedback within the specified period.
• Amazon Guarantee Claim Rate: The percentage of orders with approved claims within the given 60-day period.
• Credit Card Chargeback Rate: The percentage of orders with credit card chargebacks within the specified time frame.

Pre-shipment Cancellation Rate (CR):

Pre-shipment Cancellation Rate is the percentage of all orders canceled by the seller within a given 7-day period. CR only applies to seller-fulfilled orders.

This metric includes all orders canceled by the seller, excluding orders canceled by buyers using the cancel order option in their Amazon accounts. Sellers should maintain a CR below 2.5%, as exceeding this may result in account suspension.

Late Shipment Rate (LSR):

The Late Shipment Rate (LSR) represents the percentage of orders confirmed for shipment after the expected dispatch time within 10 or 30 days. LSR only applies to seller-fulfilled orders.

Ensuring timely confirmation of order shipment is crucial to providing a positive buyer experience. Sellers are required to maintain an LSR below 4%, as exceeding this may lead to account suspension.

Valid Tracking Rate (VTR):

The Valid Tracking Rate (VTR) covers all shipments with valid tracking codes, representing the percentage of total shipments within a given 30-day period. VTR only applies to seller-fulfilled orders.

Sellers must maintain a VTR greater than 95%. Failure to meet this performance target may affect selling privileges and eligibility for programs like Priority Delivery and Guaranteed Delivery.

Return Dissatisfaction Rate (RDR):

The Return Dissatisfaction Rate measures customer satisfaction with their return experience. It includes negative buyer feedback, delayed responses, or incorrect refusals related to return requests.

Sellers should maintain an RDR below 10% to comply with Amazon’s policies.

RDR comprises three parts: Negative Return Feedback Rate, Delayed Response Rate, and Invalid Refusal Rate.

Product Policy Compliance:

Ensuring compliance with Amazon’s policies, such as avoiding issues related to association, infringement, or selling counterfeit items, is crucial. Violations may result in warnings or penalties, including product removal or account suspension.

In addition to the six performance metrics mentioned, sellers should also be aware of factors related to account association.

Account Association:

Account association refers to the linkage of multiple accounts based on various factors such as phone numbers, addresses, emails, names, bank cards, IP addresses, and more.

Consequences of account association may include warnings, product delisting, and account suspension.

Maintaining good performance in these metrics and addressing negative feedback, return orders, or A-to-Z claims promptly is crucial. Overall, sellers need to focus not only on product quality but also on providing excellent customer service for a better shopping experience.

In addition to the six performance metrics, attention should also be given to account association factors.

Factors and Prevention of Account Association:

1. Avoid logging into two Amazon seller accounts on one computer. (Consider using a VPS cloud server for multiple account logins.)
2. Do not reuse information for registration. (This includes all details, such as address information.)
3. Avoid using the same receiving account for multiple stores.
4. Do not use the same email template for two different stores.
5. Ensure that return addresses for multiple stores are not identical.

Maintaining these precautions helps prevent the association of accounts and reduces the risk of account suspension or other penalties by Amazon.