How to Sell on Amazon

Selling on Amazon can be a powerful way to build an e-commerce business, expand your brand reach and tap into a global customer base without starting from scratch. However, while Amazon offers a streamlined route to market, success does not come automatically. It requires strategic planning, technical know-how and ongoing optimisation. From account setup to product listings and fulfilment, each stage plays a critical role in how your products are discovered, sold and reviewed. This article breaks down the full process of how to sell on Amazon in the UK, explaining how it works, what to prepare and how to maximise your results.

Getting Started: Setting Up Your Amazon Seller Account

The first step in selling on Amazon is registering for a seller account. In the UK, sellers can choose between an Individual plan or a Professional plan. The Individual plan is designed for low-volume sellers and applies a per-item fee. The Professional plan is aimed at those planning to sell more than thirty items a month and offers access to advanced selling tools, bulk listings and advertising features for a monthly subscription fee.

During the sign-up process, you will need to provide business details including your address, contact information, bank account, VAT number if applicable and identification documents. Once approved, you can access Seller Central, the central hub for managing your Amazon business. This dashboard lets you add products, monitor orders, adjust pricing and analyse performance data.

Choosing the Right Products and Sales Model

Before listing anything, you need a clear product strategy. You can sell products you manufacture, source through suppliers or purchase wholesale. Alternatively, you can use the arbitrage model, buying discounted products and reselling them at a profit. Private label selling is also popular and involves creating your own brand for an existing product type.

Decide which sales model fits your goals and capabilities. High-margin, low-competition products are ideal for new sellers, especially if you are using Fulfilment by Amazon, which requires upfront inventory. Test demand using keyword research, competitor analysis and third-party tools that estimate sales performance for different niches.

Listing Your Products on Amazon

Creating high-quality product listings is key to being found and purchased. A listing includes a product title, images, bullet points, a description, and backend keywords. These need to be carefully optimised to align with customer search intent. Your title should contain the most relevant keywords while still sounding natural. Images should be clear, professional and comply with Amazon’s image requirements. The product description should explain features and benefits clearly, addressing common customer questions and concerns.

If your product already exists in Amazon’s catalogue, you can match it to the existing ASIN. If it is a new product, you will need to create the ASIN by entering all product details. You should also choose a category carefully, as this affects where and how your listing appears in search results.

Using Fulfilment by Amazon (FBA) vs. Fulfilment by Merchant (FBM)

Amazon offers two main fulfilment options. With Fulfilment by Merchant, you store and ship your own products. You handle packaging, delivery and customer service. This option offers more control but requires a reliable logistics setup.

Fulfilment by Amazon is a hands-off alternative. You ship your inventory to Amazon’s fulfilment centres, and they take care of everything else, including returns. This makes your products eligible for Prime delivery, improves search visibility and typically boosts customer trust. However, FBA includes storage and handling fees, so your pricing needs to account for these costs.

Choosing between FBM and FBA depends on your scale, product type and operational capacity. Many UK sellers start with FBA for its convenience and customer appeal, especially in competitive categories.

Managing Orders, Customer Service and Feedback

Once your products are live, you can begin receiving orders. Seller Central provides a real-time view of sales activity, inventory levels and performance metrics. Prompt order handling is essential. With FBM, this means dispatching quickly and providing tracking information. With FBA, Amazon does this for you.

Customer service is also crucial. You are responsible for responding to customer questions, resolving issues and managing returns. Negative reviews can damage your product’s visibility and long-term viability, so professional communication is essential. FBA includes Amazon’s customer service team, which can reduce the workload and ensure fast response times.

Encouraging reviews is part of ongoing success. While Amazon does not allow incentivised reviews, you can request feedback through the platform’s messaging tools. High-quality listings and smooth delivery experiences are the best way to earn positive feedback organically.

Advertising and Promotions on Amazon

Amazon offers advertising tools to help sellers increase visibility. Sponsored Products are the most common format. These appear in search results and on product pages. You bid on keywords, and your ad shows up when shoppers search using those terms. Sponsored Brands and Sponsored Display ads offer broader reach and branding opportunities.

Effective advertising on Amazon involves campaign testing, budget management and constant optimisation. You should monitor conversion rates, adjust bids based on performance and refine your keyword list regularly. Promotions such as lightning deals and vouchers can also boost visibility during key retail periods like Black Friday or Prime Day.

Understanding Amazon’s Fees and Reporting

Amazon charges various fees depending on your account type and fulfilment method. These can include referral fees based on the category, fulfilment fees for FBA, monthly subscription fees and storage charges. Understanding these costs is essential for setting a sustainable price point.

Seller Central provides detailed reports on sales, performance and advertising. These insights help you track profit margins, identify high-performing products and plan restocks. It is important to stay on top of your metrics and ensure you are meeting Amazon’s performance thresholds, including order defect rate, late dispatch rate and customer feedback.

SEO and Listing Optimisation for Amazon

Amazon’s algorithm, known as A9, determines how products rank in search results. To perform well, listings must be optimised for relevance and performance. This means using the right keywords, writing clear titles and descriptions and maintaining a strong sales history with positive reviews.

Optimising your listing is not a one-off task. Over time, you should test new images, tweak copy and update backend keywords based on search trends. Small changes can significantly improve your product’s visibility and conversion rate. Seasonal refreshes or promotional copy can also help drive urgency during peak periods.

Avoiding Common Mistakes

New sellers often make the mistake of underestimating costs or overestimating demand. It is essential to test before committing to large stock orders. Others fall into the trap of copying competitors without offering any differentiation. Amazon rewards quality and originality. You should aim to stand out through branding, product benefits or customer experience.

Compliance is another major area to watch. Amazon has strict rules about safety standards, restricted products, labelling and seller conduct. Breaching these rules can result in listing suspension or account removal, so it is vital to stay informed and operate within the platform’s policies.

Looking Ahead: The Future of Selling on Amazon

The Amazon marketplace continues to evolve. Automation tools, artificial intelligence and advanced analytics are helping sellers operate more efficiently. Customer expectations are rising, with faster delivery, better packaging and more personalised listings becoming standard.

As Amazon expands its service offering in the UK, including local fulfilment centres and sustainability initiatives, sellers need to adapt to meet new requirements and opportunities. Emphasis on branded content, video ads and immersive product pages is growing, suggesting that creative presentation will be just as important as technical performance.

Conclusion

Selling on Amazon is both accessible and complex. The platform removes many barriers to entry, but success depends on more than just listing a product and waiting for sales. It involves research, strategy, optimisation and commitment. Whether you are a solo entrepreneur or a scaling brand, Amazon offers the tools to build a professional e-commerce business with global reach. By learning how to sell properly, you can turn Amazon from a side project into a core revenue stream with long-term value.