Understanding The Amazon Marketplace
Establishing a clear understanding of how the Amazon marketplace works is essential if you want to achieve success selling on it. Unlike eBay, Amazon has an exclusive focus on branded products, as well as a more streamlined and well-structured catalogue of products. While eBay sellers tend to create their own separate listings for individual products, Amazon sellers often share the same product details page, meaning there is only ever one product details page for every unique item being sold on Amazon.
For example, the following Russell Hobbs Kettle is available to buy on Amazon for the price of £24.99 with free delivery. However, below the current (main) offer, you’ll notice a link to other buying options. When the link is clicked, it will direct you to a page with the full list of buying options from other sellers of the same product.
Unless you’re selling your own brand products or products which are not already listed on the Amazon marketplace, sharing a product details page with other sellers is inevitable. Creating an entirely new listing for a product which is already listed on Amazon is not allowed, as it would go against their mission of being a transparent marketplace.
The vastly different structure of the Amazon marketplace when compared to eBay is both a huge advantage and obvious disadvantage. While sharing the same product details page makes it harder to compete with other sellers, it entirely streamlines and fast tracks the process of listing products for sale. It also makes it easier for customers to quickly find specific products and locate the best offers, without having to search for and scroll through endless results.
When it comes to placing an order on Amazon, there is only ever one Add to Basket button on the product details page, also commonly referred to as the buy box. The seller which Amazon chooses to place in the main buy box (rather than on the additional buying options page) depends on a variety of different factors including seller performance, sales history and feedback, more of which will be discussed later.
To summarise, If you’re selling a product which already exists on the Amazon marketplace, you’ll need to create an offer on the existing product details page. Creating an offer on an existing Amazon listing is as simple as setting a selling price and available quantity, you don’t even need to add a description or images. However, if you’re selling a product which does not already exist on the Amazon marketplace, you’ll need to create an entirely new listing.
In this guide, I’m going to show you how to set up offers on existing Amazon listings as well as how to create brand new listings. The route you take to create new listings or offers will vastly depend on your business plan, type of products and selling strategy, more of which will be discussed in the next section.