Simply selling products through your website isn’t enough to stay competitive in today’s ecommerce space. Brands that want to reach as many shoppers as possible need to implement a multichannel sales strategy.
There are many different marketplaces you can sell your products on, the biggest one definitely being Amazon.
In this guide, we’re going to talk about why you should sell on Amazon and how to do it through Shopify.
Why sell on Amazon
There are a number of reasons why Shopify merchants should consider selling on Amazon:
- Amazon is the largest ecommerce website in the world, attracting more than 300 million shoppers every month. Selling on Amazon helps you get your products in front of all these consumerss.
- Sellers see an average 50% increase in sales once they start selling their products on Amazon.
- Consumers trust Amazon and feel comfortable about buying products from it.
- Amazon’s website is already optimized for maximum conversions, saving you from having to do the heavy lifting of testing and optimizing your website to improve conversion rate.
- Selling on Amazon gives you access to a large network of affiliates who might be interested in promoting your Shopify products.
- 49% of online product searches are done on Amazon’s website. Selling on Amazon helps you expose your brand or products to the millions of searchers looking for a product on Amazon.
How to get started selling on Amazon through Shopify
Are you convinced that selling on Amazon is the right choice for your Shopify business?
Great! Let’s go through everything you need to do to set up your Shopify Amazon integration.
Make sure that you're eligible to use the Amazon sales channel
The first thing you need to do is make sure that you’re eligible to sell on Amazon’s marketplace through Shopify.
Eligible merchants sell products in one of the supported categories and list product prices in either USD or CAD. They also have a Professional Seller account on Amazon, an active Shopify plan, and are not using Amazon FBA.
Shopify currently supports the following Amazon categories:
- Clothing, Shoes & Jewelry
- Arts, Crafts & Sewing
- Home & Kitchen
- Patio, Lawn & Garden
- Sport & Outdoors
- Health & Household
- Toys & Games
- Beauty & Personal Care
Create an Amazon Seller account
If you don’t already have an Amazon Professional Seller account, you’ll need to create one. Note that Amazon charges a monthly subscription fee of $39.99 for Professional Seller accounts.
Go to Amazon Services and click on Start Selling. Enter your name and email address, and then choose a password.
Complete the account setup by providing Amazon with your business name and address, phone number, credit card and bank account information, and your Taxpayer Identification Number.
If the products you sell fall under one of the categories that require Amazon approval, you’ll also need to apply to get approved.
Add the Amazon sales channel to your store
After you’ve created a Professional Seller account and completed the account setup, you’ll have to activate the Amazon sales channel in Shopify.
Click on the + button next to Sales Channels, then Learn More in the Amazon section, and finally on Add channel.
On the last page, click on Connect to Amazon and then enable Shopify to access information from your Amazon Seller account.
Every product you want to sell on Amazon needs to have its own UPC (Universal Product Code). You can buy UPCs from a number of online suppliers.
Amazon recommends using GS1 to acquire UPCs for your products.
Create Amazon listings
Before you can start selling on Amazon, you’ll need to create listings for your products. You can do this from Shopify.
Click on Amazon under the Sales channels section, and then on Create Listing. Choose the product you want to list and click on Select product.
If you’re selling your own branded product, you’ll need to fill in all the details for the Amazon listing.
If, on the other hand, you’re selling a product made by another brand, you can use the search function to see if the product is already listed on Amazon and then select it to copy all the details required for creating the listing.
Once you’ve filled in all the details for your listing, click on Publish.
Claim Amazon listings in Shopify
If you have existing Amazon listings, you can claim those to connect them with your Shopify store.
Go to Amazon > Listings, click on Link products,and then on Browse products and find the product you want to link. Once you’ve found the correct product, select it and any variants you’d like to include.
Set an inventory tracking policy
You’ll have to set an inventory tracking policy for every Amazon listing you add to your store. The two options you have at your disposal include:
- Use Shopify inventory settings - When this option is selected, Shopify will automatically update your Amazon listing to match your Shopify inventory.
- Manually manage inventory - If you need to track your inventory manually, you can choose not to have Shopify track inventory. With this option selected, Shopify will make sure that your product is always available for purchase on Amazon by setting its inventory to 100 in Amazon Seller Central.
Fulfill Amazon orders with Shopify
Now you’re ready to fulfill Amazon orders through Shopify!
Once someone purchases one of your products on Amazon, the order will be displayed in Shopify and you’ll be able to fulfill it the same way you fulfill regular Shopify orders.
You’ll need to make sure that you adhere to Amazon’s handling and delivery requirements so that you don’t run into issues on the platform and potentially get your Amazon Seller account suspended.
Any refund requests you get on Amazon orders will need to be managed through Amazon Seller Central. You’ll need to record any refunds manually in Shopify to ensure that all your sales data is accurate.
Best practices for selling on Amazon
We’ve covered how you can start selling on Amazon through Shopify. Now, let’s look at some best practices you should keep in mind if you want to keep your Seller account in good standing and generate sales through Amazon.
Follow Amazon Seller rules
If you want to continue selling on Amazon indefinitely, it’s crucial that you study all the Amazon Seller rules and make sure not to break them.
- Providing accurate information to Amazon and its customers - You must use your real business name on Amazon and list your products in the correct categories.
- Not misusing any of the platform’s features or services - Trying to manipulate sales rank, increasing product price after an order is confirmed, and artificially inflating traffic to your listing are all activities that are strictly forbidden by Amazon.
- Not manipulating ratings, feedback, and reviews - Paying for reviews, asking customers to change their review, and reviewing your own products are against Amazon’s rules.
- Not trying to damage another seller’s business, listings, or ratings
- Not sending unsolicited communication - You’re not allowed to contact customers through any means other than the Buyer-Seller Messaging system. Any customer information you receive (such as the customer’s address or phone number) needs to be deleted once you’ve completed processing the order.
- Not trying to circumvent Amazon’s sales process
- Not using more than one Amazon Seller account without Amazon’s permission - You’re not allowed to have more than one Amazon Seller account (except in certain cases).
Offer free shipping
As much as 53% of online orders are canceled due to shipping costs being too high.
Additionally, 9 out of 10 consumers state that free shipping is the main reason why they shop more online. Orders with free shipping are also 30% higher in value compared to orders that don’t include free shipping.
This makes it crucial that you offer free shipping to your customers.
Optimize product listings for Amazon search
After getting your product listings on Amazon, you’ll most likely start getting product views and purchases from Amazon shoppers soon.
Even though you don’t have to do anything to get your products in front of Amazon shoppers, that doesn’t mean that you shouldn’t try to improve your products’ visibility in order to generate more traffic and sales for your listings.
Before you can do this, you’ll need to familiarize yourself with Amazon’s search algorithm.
The most important thing you need to know about Amazon search is that 64% of clicks on the search results page go to the first three listings, with 70% of shoppers never going past the first page.
This means that if you want to get traffic to your listings, you need to rank in the first three spots in Amazon search.
While Amazon keeps changing its search algorithm all the time, there are a few factors that play a significant role in how a listing is going to rank. These include product keywords, the total number of sales, and seller reputation.
Right now, keywords are the most important thing you should focus on when trying to rank in Amazon search.
You should perform extensive keyword research in order to uncover the best keywords to use in your listing. Start by looking for the most popular keywords for the types of products you sell.
Make sure also to find a number of less competitive, long-tail keywords you can include in your listing.
Once you’ve identified the keywords you’d like to rank for, it’s time to optimize your product listing. This will involve modifying the product title, features, and description.
The title of your product is the most important part of your product listing. Try to use your main keyword in the product title but avoid stuffing the title with a lot of keywords because this will only hurt your rankings.
Try to keep your title between 10 to 20 words and make sure to follow Amazon’s guidelines for product titles:
- Always start with the brand name
- Remember to capitalize the first letter of each word in your product title
- Write numbers as numerals instead of spelling them out
- Always include quantity in the product title if the listing is for more than one product
- Include the product size in the title if it’s relevant
- If the product comes in more than one color, include the color in the title
- Don’t use all caps, symbols such as $, !, or ?, and don’t mention the product’s price in the title
Most shoppers read the product features (bullet points) and skip the longer product description. Apart from using this section to convince shoppers to buy your product, you should also try to include a few keywords that you couldn’t fit in the product title.
Strive to use one keyword or phrase per bullet point.
According to Amazon, your product features should be concise, represent a single aspect of your product each, and written in sentence case without punctuation.
While most shoppers won’t read the entire product description, that doesn’t mean that you shouldn’t put in the time to write a great description that will convince the shoppers who do read it to buy.
When writing your product description, use persuasive copy and focus on benefits over features. Use the product description to let shoppers know how your product can solve their problems and improve their lives.
Keywords you couldn’t add in the product title and bullet points can be included in the description. Make sure only to add those keywords that you can use naturally in your copy.
Start selling on Amazon through Shopify
If you want to stay competitive in ecommerce, you need to sell your products through multiple channels.
Being the biggest online marketplace in the world, Amazon should be your first choice when looking to implement an additional sales channel.
Listing your products on Amazon allows you to reach the 300 million shoppers browsing Amazon’s website every month. It also helps you build trust and makes shoppers feel more comfortable about buying your products.
Before you can get started with selling on Amazon, you’ll need to make sure that you’re eligible to do so. To be able to sell on Amazon through Shopify, you’ll need to have a Professional Seller account on Amazon and an active Shopify plan. You also need to be selling products in one of the supported product categories.
If you’re eligible to sell on Amazon through Shopify, you’ll need to add the Amazon sales channel to your store, purchase UPCs for your products, create product listings on Amazon, claim the listings in Shopify, and set an inventory tracking policy.
For best results, you should optimize your product listings for Amazon search by creating descriptive, keyword-rich product titles, features, and descriptions.
Also, in addition to selling through multiple channels, you should consider experimenting with multiple online storefronts as well.
A multistore approach allows you to customize your design and marketing copy for each segment of your customer base, which is often more effective than trying to appeal to everyone from the same site. And with the Sync feature of the Shogun page builder app, you can copy pages from one store to another and get your online storefronts set up quickly.
Multiple sales channels and multiple online storefronts may very well be able to multiply your sales figures many times over.