Selling On Amazon Complete Fba Fbm Sponsored Ads

Branding for your Amazon Business Preview 07:13

Whilst many marketplace sellers choose to sell under a generic brand (e.g. TPG Trading, 247 Top Seller), developing your own brand will help customer to identify you and build loyalty. This video lecture gives guidelines for developing your brand and using this to create a cross-platform identity.

Researching Products to Sell on Amazon Preview 09:19

With 18000 categories on Amazon, it can be difficult to know what to sell.  This lecture provides sources of data for investigating hot products and also tools for finding product opportunities.

Amazon Account levels - Standard or Professional Preview 01:33

When setting up an Amazon account you will need to select an account type. This lecture gives a brief description of the differences between the basic and professional account types.  Note: We will be discussing the buy box later on!

Amazon Referral Fee Preview 00:45

In this lecture we cover how Amazon referral fees are calculated.

Combined North American and EU accounts + single sign on Preview 02:16

Combined EU and NA account allow the accounts for these countries (EU = UK, FR, IT, ES, DE, NL, SE, NA = US, CA, MX) to be pooled and also accessed from a single sign-on.

Account opening requirements Preview 02:14

Opening an Amazon seller account requires accurate documentation.  Be careful to submit the right documentation and that the documentation is consistent.

FBM – Benefits and drawbacks Preview 02:05

Orders which are fulfilled directly by the seller are referred to as 'Fulfilled by Merchant' or FBM.  A second option is Seller Fulfilled Prime (SFP) where the orders are sent by the merchant but using an approved courier so are Prime eligible

FBA – Benefits and drawbacks Preview 01:37

Fulfilled by Amazon (FBA) is Amazon's wildly popular fulfilment service where Amazon store the stock and manages dispatch and customer service.

Seller Fulfilled Prime (SFP) - Benefits and drawback Preview 00:28

Seller Fulfilled Prime is Amazon's fulfilment programme which allows merchants to ship orders from their own warehouse using an approved service and be Prime eligible.

Choosing the right Fulfilment option Preview 01:53

This final section considers how to chose the right fulfilment method for your business.

Amazon's catalogue system Preview 02:13

Each product as defined by a single barcode (should) have only one listing on Amazon.  Multiple sellers will add their offer against this listing.  This is know as a catalogue system.

Anatomy of the Amazon product detail page Preview 03:22

The page on the Amazon site which gives information about a product is know as the Product Detail Page. In section we look at the all the different parts of this page

How Amazon combined product details from different sellers Preview 02:03

For a listing which has multiple sellers, Amazon combines the product information from multiple sources to create the product listing. It will also recommend data to be added to a listing via its 'listing enhancements' product list.  By adding this information and improving listing quality the listing will do better in search.  'Suppressed' listings are those missing vital information (e.g. product title) and so will not appear in the Amazon search until the missing data has been submitted.

How to create product listings by catalogue matching Preview 04:41

The simpliest way to create listings on Amazon is to add your offers to already existing pages.  This can be done one at a time or in bulk

What is Amazon Search Preview 01:21

When a customer makes a search, Amazon produces a list of results which it thinks are most relevant to that query.  This is based on the ranking factors discussed in the next lecture.

Ranking Factors Preview 00:48

There are multiple ranking factor in the Amazon search which include listing page conversion rate, click through rate, sales volume, review rating.

How Amazon indexes content Preview 02:49

This lecture coveres the sections of the product listing which includes. Amazon index for inclusion in the search. 

Improving performance Preview 02:51

Amazon natural search result performance is based on the historical performance of the listing.  This lecture discusses how to build performance by driving sales, improving CTR and collecting reviews.

Researching Keywords Preview 05:16

How to research and generate relevant keywords for inclusion in your Amazon listings. 

Optimising product listings content Preview 06:20

How to create and Amazon listing which drives traffic through natural Amazon search and converts browsers into buyers.

Creating products on Amazon via product entry form Preview 03:24

This lectures goes through the process of creating a single product on Amazon via the product listing entry form

Downloading the right feed file Preview 02:18

There are several different upload file types which are used for different purposes e.g. product matching, creating product from scratch. Note the required attributes vary by category.

Price and quantity file (& inventory loader) Preview 01:37

The Price and Inventory file is used to update price and stock level of SKUs which are already in your Amazon inventory.  It cannot be used to add items to inventory.

Category specific flat files Preview 10:08

When adding multiple product it is much quicker to create the listing via a feed file.  This is an excel file where the product data is completed and then uploaded.

Creating Variations Preview 05:37

Variations (also known as parent-child relationships) are sets of products that are related to one another in terms of Size, Colour, etc. Good variation relationship listings allow buyers to compare and choose products based on different attributes such as size, colour, or other characteristics from the available options on a single product detail page

Fixing errors - drafts and selling applications Preview 01:40

If products are missing required information they will appear in the product drafts where the required information can be directly entered.

The Buybox Preview 03:00

The buy box or featured offer is the default purchasing option available on the product detail page.  Which offer is selected to appear in the buy box is based on a number of factors.

Dynamic pricing Preview 01:59

Winning the buy box can be a matter of slight variations of the price.  For this reason many merchants use dynamic pricing to vary their price in order to maximise their buy box exposure.

Pricing Health, Fix Pricing Errors & Fee Discount Preview 00:54

The Pricing Health page provides an overview of your Featured Offer (Buy Box) eligibility sales conversion from a pricing point of view and any deactivated offers with potential pricing errors.

FBM shipping options Preview 01:15

Fulfilled by merchant shipping setting are a vital part of inventory creation.  In this section we consider general shipping settings, shipping template and SFP shipping settings

Shipping templates Preview 02:28

Shipping templates let you create your shipping settings across several products at once (default service levels, shipping regions, transit times, and shipping rates). You may create up to 20 shipping templates for specific groups of SKUs.

Listing level shipping settings Preview 00:40

To assign a listing shipping setting a shipping template must be assigned either by editing the product directly or uploading via the listing loader file.

Seller Fulfilled Prime (SFP) Preview 01:41

Item sent via Seller Fulfilled Prime require separate shipping template to enrol them in the service. 

Benefits of FBA Preview 02:11

FBA is is Amazon's wildly popular fulfilment service.  Merchants ship their products into an Amazon warehouse and from there Amazon does all the work including customer service and returns.

FBA setup Preview 04:12

FBA has a number of programme specific setting covering areas such as international selling, product returns and disposals and labelling which seller should familiarise themselves with.

FBA Fees Preview 04:06

Amazon charges are number of fees for FBA including storage, fulfilment and optional fees.  These are started in the FBA rate card which is examined in this video.

FBA Fee Reporting Preview 02:20

It can be difficult to work out what you are being charge for storage and fulfilment for FBA items.  This lecture shows you where to find what you have been charged for FBA

FBA inventory creation Preview 04:39

Amazon inventory can be created as FBA inventory from the start using an inventory template.  Alternatively Fulfilled by Merchant products can be converted to FBA in the Manage inventory screen, but by way of the inventory loader file.

Send/Replenish FBA inventory Preview 05:13

To sent inventory to an Amazon warehouse a requires the uploading of a shipping plan which must be processed to create one or more shipments.

Inventory Planning Preview 04:34

Amazon's inventory planning tool provides recommended inbound stock quantities based on sales velocity and the merchants reordering schedule.

Payments Preview 03:25

The payment report tab provide information about payment both at the order level and at the account level. View information about disbursements (payment for sales minus fees) and referral fees and other costs.

Selling Coach Preview 01:50

Amazon Selling Coach offers personalised recommendations to guide you in maximising your effectiveness as a seller.

Business Reports Preview 03:48

The following types of Business Reports are available: Sales Dashboard, Business Reports by Date and by ASIN, and Amazon Selling Coach.

Order Management Preview 02:05

Amazon order details can be accessed from the main menu.  From here sellers can see order details, contact customer, buy shipping and dispatch orders.

Managing Returns Preview 02:57

If a buyer requests a return, Amazon will send you an email that includes the reason for the return. Return requests can be processed through your Manage Returns page, where you can review, authorize or decline requests.

Customer messages Preview 01:08

Amazon does not provide a direct customer email to merchants.  Communication must be through the cloaked email provided or through amazon messages.

Amazon Seller Feedback Preview 01:40

Amazon is serious about keeping its customer's happy and sets strict performance metrics for its merchants.  This section looks in detail at Feedback, A-Z claims and the order defect rate (ODR).

A-Z claims Preview 00:51

Amazon's A-to-z Guarantee ensures that buyers have a consistent experience across Amazon, regardless of whether their order is fulfilled by Amazon or by our selling partners directly.  If a customer is not happy with their experience they can file a claim against the seller.

Order Defect Rate Preview 00:55

The Order Defect Rate (ODR) is the most important metric for an Amazon seller.  It is the sum of negative feedback rate, the A-Z claim rate and the chargeback rate with each order only being counted once.  If this goes about 1% then the account can be suspended.

Other performance Measures Preview 01:09

Amazon provides an ever growing number of performance metrics against which is measure its sellers.

Amazon Business Programme overview Preview 02:53

Amazon business is a programme to enable to set up their accounts and manage their amazon purchasing centrally.

Deals Preview 02:57

A Lightning Deal is a time-bound, promotional offer where an item is featured for a limited number of hours, usually four to twelve hours (varies per marketplace), on the Amazon Deals page. 7-day Deals are also featured on the Amazon Deals page for up to seven days at a time.

Vouchers Preview 02:41

You can offer discounts on a single product or a set of products and enjoy automatic merchandising for your voucher through Amazon.

Promotions Preview 04:17

Amazon promotions can help your products stand out from the competition and stimulate sales.  They can be money off or Buy one get one free.

Amazon Sponsored Product and Sponsored Brands Preview 03:45

Amazon's advertising service enable sellers to promote their products using a pay-per-click adverting system. The main options for retailers are Sponsored Products which drives traffic to specific product and Sponsored Brands which drives traffic

Ad objective and measurements Preview 03:43

Before you start your advertising campaign, you need to decide what your objectives are, which products you want to advertise, what your budget is and how long you want the campaign to run for.

Targeting and keyword matching types Preview 06:04

Amazon Sponsored Product Ads Preview 08:51

Sponsored brand allows brand owners (i.e. registered in brand registry) to drive traffic to collections of products or the brand store homepage.

Amazon Sponsored Brands Ads Preview 07:09

Sponsored brand allows brand owners (i.e. registered in brand registry) to drive traffic to collections of products or the brand store homepage

Organising campaigns Preview 02:47

This lecture covers organising campaigns with adgroups and porfolio, bulk operations and copying campaigns,

Reporting Preview 06:49

Amazon provides a broad suite of reports to enable you to understand you advertising performance.

Optimising campaigns Preview 04:08

This lecture look at way to analyse your sponsored ads performance and make improvements

Registering a brand with Amazon Brand Registry Preview 04:27

Brand registry enable a brand to control it presence on Amazon in the UK and internationally. This lecture gives an introduction to brand registry and explains how to register a brand.

Brand Registry features Preview 01:31

Branded Storefronts Preview 04:35

Brands which are registered with Brand Registry can create branded storefronts and add enhanced brand content.

A+ Content Preview 03:02

Amazon's International sites Preview 00:42

Amazon has sites all over the world which work in a very similar way to each other.  Expand your sales by reaching customers all over the world.

Expand Globally tool Preview 02:33

The Expand Globally tool enables merchants to match the inventory on their home market onto Amazon's international sites.

Create international listings Preview 00:58

Pan European FBA Preview 01:20

Pan European FBA enable merchants to fulfil into the EU from a single inventory pool whilst paying the local fulfilment fee.

International customer service Preview 02:05

Customer service for your international customer need not be difficult and Google translate works surprisingly well. Remember you need a local return address for returns!

Congratulations Preview 00:53

Congratulations for finishing the course (shame on you if you have skipped straight to the end!) If you have any questions please ask them next to the relevant lecture and we will answer them shortly. Please also check our our consulting business Vendlab and also our other Udemy courses.