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Sales strategy on Amazon: we support you from A to Z

Before choosing your marketing strategy to sell your products on Amazon and planning your advertising budget, you will have to make strategic choices about your account creation and the logistical and organizational structure you’ll need to put in place to manage the order flow generated by the marketplace.

An Amazon sales strategy is based on 3 fundamental pillars that will affect the rest of your business.

  1. Seller account creation & Amazon contract
  2. Distribution strategy, analysis & performance reporting
  3. Operational management and order tracking
 

Vendor or Seller Central? A crucial choice for your business development

 

After a first analysis of your product range, your organization and competitors, our agency specialized in Amazon business strategy will identify business opportunities in order to define a customized strategic plan for your business that will allow you to accomplish your sales and growth goals. The first step in this action plan involves the type of account you need to create to start your business on the Marketplace.

Amazon Vendor Central

AKA Amazon Vendor or Amazon Retail or 1P (first-party).

How does it work? You sell products to Amazon using a “wholesale” distribution model. Amazon buys the products from you, stores them, and pays for the purchases according to a payment term that complies with the French Law on the Modernization of the Economy (LME Law n° 2008-776 of 4 August 2008). By default, the payment period is 30 days after the reception of goods and cannot exceed 60 days net calendar.

Becoming a wholesaler for Amazon ensures healthy growth on the marketplace. Your products are sold and shipped by Amazon, they get good visibility in the results pages even without advertising and the platform takes care of finding new customers for your business.

Another advantage of Vendor Central is that your products are included in the Amazon Prime program, a customer loyalty program that encourages sales.

However, you don’t have any control over your pricing. The platform takes care of your pricing and dynamically adjusts it based on the competition. Dynamic pricing is a key element of Amazon’s business strategy initiated by Jeff Bezos.

In order to have a Vendor Central account, your brand must be listed by Amazon and entered into a distribution agreement with specific clauses, such as damage allowance.

Registration for Amazon Vendor Central is only possible by invitation. The platform is not open to anyone. Our consulting agency will help you gain access to Vendor Central and grow your brand.
Amazon Seller Central

AKA Amazon Marketplace or 3P (third party), Seller Central is open to anyone who wishes to sell products online. They are called third-party sellers. The subscription fee is €39 excluding tax/month plus sales and management fees. The marketplace serves as a sales channel and you sell directly to the customer. You mantain full control over your pricing strategy.

There are two distribution methods:

Amazon FBA (Fulfillment by Amazon)

You can decide to use the logistical power of Amazon by activating the FBA option (Fulfillment by Amazon). Your products are shipped to Amazon’s logistics distribution centers. By choosing Amazon FBA, your products will be eligible for Amazon Prime.

The platform takes care of:

  • Storing your products in their warehouses
  • Preparing the packages
  • Shipping your products to the end customer

Amazon FBM (Fulfillment by Merchant)

You take charge of all the logistics, from the preparation of the packages to the shipment to the customer. You have to find a carrier to deliver your products and your products are not eligible for Amazon Prime, which offers free one-business-day delivery for users who subscribe to the program.

When launching as a third-party seller on the platform, it is important to choose your distribution method carefully as it will guarantee your success. Our agency will advise you on the implementation of your distribution strategy.

The hybrid approach

You can opt for the hybrid approach by using Seller Central to sell your products directly to customers, and Vendor Central for wholesale.

This increases your sales potential, spreads the risks, and gives you access to Amazon’s tools as a seller and supplier. The main challenge is to successfully implement this hybrid model.

Thanks to our experience and knowledge of the Amazon market, our agency can help you to effectively manage this strategic approach.

Amazon Prime Now

Livraison le jour même dans les grandes villes, disponible pour les produits frais-alimentaires (option existante pour Seller ou Vendor).

Amazon Business Prime

Offre à destination du professionnel qui achète sur Amazon avec le compte de son entreprise. Les produits sont proposés en Prime au client (option existante pour Seller Central ou Vendor Central).

Amazon Prime Reseller

Nouvelle solution d’Amazon qui permet de vendre en Prime sans avoir le stock en FBA chez Amazon. Cela se fait uniquement sur invitation d’Amazon. Les conditions d’éligibilités sont très strictes.

La boutique du producteur 

Elle valorise le savoir-faire et l’excellence des producteurs français, à travers la maîtrise de leur catalogue, stock et politique de prix. Pour être présentes sur la Boutique, ces références doivent respecter 2 critères : le Made in France et la production en circuit-court.

eTAIL agency helps you create your Amazon account

We help you choose your distribution model, with a complete distribution offer:

Création

Creation and launch

We advise you on the distribution method to choose and help you understand your Amazon contract.

Distribution

Distribution strategy

We help you optimize your distribution strategy and manage your inventory.

Gestion

Operational management

We monitor your account on a daily basis: orders, payments, disputes/penalties.

Everything you need to know about Amazon

We clarify all the key points about selling on Amazon.

Already present on Amazon UK, you can decide to deploy your offers internationally in just a few clicks. There are several possible strategies:

Selling on Seller Central

– Country by country distribution: You decide in which country(ies) to sell, and adapt your content and promotions to the chosen country. You can choose this strategy either with the classic model, Amazon FBM, or with the Amazon FBA.

– Amazon PAN-EU or pan-European FBA shipping with a Seller Central account: You will ship your products to Amazon’s European warehouses to sell your products in the different countries in FBA (Amazon warehouse delivery and Prime sales) or in FBM (direct-to-customer delivery) – applying specific shipping costs on each country. This service allows you to reach millions of customers, thereby multiplying your sales in a profitable way.

Vendor Central account to sell across Europe

– Global Listing to sell on Amazon Europe: You sell in all European countries with a single Vendor account: all deliveries are made in the Vendor account’s country of origin while Amazon implements its distribution strategy in the other activated countries.

– Amazon PAN-EU with a Vendor Central account: You have a European Vendor PAN account, i.e. Amazon buys and sells your products in each country with aligned purchasing conditions across Europe. Two configurations are possible:

  1. You deliver to only one country and Amazon takes care of the transfer of your products to all its European warehouses.
  2. You deliver to several distribution centers based in the different European countries that are included in your sales strategy.

Here again, the model you choose is crucial for the future of your business and this is where the expertise of our agency comes in handy. We will help you make the right choices from the start, which will impact your success and profitability on the marketplace.

Depending on your products category, there are Stores and Programs adapted to certain niche markets or product types, such as Made in France products or innovative products.

Selling on these specialized Stores helps to improve your offering visibility in Amazon search results.

Selling with Amazon Prime Now

Prime Now offers same-day delivery in major French cities such as Paris, Lyon, and Marseille. Food products, that come with an expiration date, can be sold on Amazon Prime Now.

Look at Monoprix. It was able to take advantage of this program very early on and improved sales in its food sections. Our sales and distribution strategy consultants will help you to set up your online offer and improve your brand’s visibility on Amazon’s search results.

This option is available both on Amazon Seller Central and on Amazon Vendor Central.

BtoB merchants, sell on Amazon Business

A sales accelerator for B2B merchants, Amazon Business also presents growth opportunities for B2C merchants who want to develop a sales strategy for business customers.

Products are sold on Prime to businesses of all sizes who have created an Amazon Business account to make purchases for their company.

Both Seller and Vendor Central accounts can activate the option.

Selling with Amazon Prime without choosing the FBA distribution model

Amazon Prime Reseller is a little-known, yet highly effective way to improve your sales and revenue since it allows you to sell your Prime products without having your inventory managed by Amazon through its FBA offering.

The eligibility requirements are very strict and registration is by invitation only.

By outsourcing your Amazon account’s management to our agency, we will support you implementing this solution that will boost your sales performance.

French SMEs and VSEs, sell your Made in France products on the Amazon’s French Companies Store

It promotes the know-how and excellence of French producers through the control of their catalog, their stock, and their pricing policy. To be present on the Store, the products must respect 2 criteria: Made in France and short production cycle.

Jeff Bezos has always put the customer at the center of Amazon’s strategy, so service quality requirements are high and third-party sellers must meet performance targets imposed by the marketplace.

Our agency offers you support in managing your account to help you achieve and maintain the performance targets set by Amazon. Being accompanied by an account manager means that you are protected from having your seller account blocked, while benefiting from ongoing advice that will enable you to improve your performance.

The status of your account as well as your sales results will influence your SEO performance. SEO stands for “Search Engine Optimization” and is a set of techniques that aim to improve the ranking of your products in the marketplace results without the use of advertising.

See our Operations and Execution offer

Once you have created your Seller Central or Vendor Central account, or are listed as a merchant in one of the themed Stores, you gain access to a number of tools that enhance the way you promote your products.

Amazon Ads Sponsored Ads

Sponsored products, sponsored brands, or Display advertising campaigns – a variety of formats are available to help you integrate paid search into your product ranking strategy on Amazon search pages. 

See our Amazon Ads support

Our Amazon strategy expert’s opinion

clemence

Choosing a distribution model is crucial to succeeding on Amazon, as it will impact the growth of your business. It can be complex to implement, depending on the chosen distribution model and your sales strategy.

That is why eTAIL agency will support you in this choice, while taking into account your pricing policy and logistics model and adapting to the structure of your company.

Clémence Roquigny, Account Strategist Manager
Pack Audit
AUDIT – STRATEGY

Your eTAIL agency benefits

  • A custom, strategic and operational plan definition
  • Understanding of your contract
  • Opening one or more accounts
  • Management of your relationship with Amazon
  • Administration follow-up
  • Stock monitoring
  • Pricing strategy validation
  • Orders, disputes/penalties and payments follow-up

Our Best-cases

See all cases

How to choose the right Amazon platform for my business?

Hélène L., founder of an organic cosmetics brand

Consult the case

Can I launch my brand on Amazon at low prices without delivery capabilities?

Sandrine R., marketing director of a food company

Consult the case

Why should you sell on Amazon? Some figures

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million Amazon Prime subscribers worldwide (source: Amazon US)
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million unique visitors per month in France (source: Mediametrie)
0 %
is Amazon's market share in France (source: E-Kommerce Kantar study, 2020)

Are you ready to get started on Amazon?

No matter the size of your business, the industry you’re in, or the products you sell – our experts can help you set up your Amazon account.