Amazon E-commerce Platform Operation Manual (Full Version)

This manual provides a comprehensive step-by-step guide for Amazon sellers, covering everything from account registration to daily operations, including account setup, product listing, logistics management, advertising, order processing, and customer service, to help sellers efficiently manage their Amazon stores.

Table of Contents

1. Amazon Seller Account Registration

2. Product Listing & Management

3. FBA (Fulfillment by Amazon) Logistics

4. Amazon Advertising & Promotion

5. Order Processing & Customer Service

6. Data Analysis & Optimization

7. FAQs & Troubleshooting

1. Amazon Seller Account Registration

1.1 Registration Requirements

• Business license (for enterprise sellers) or ID (for individual sellers)

• Dual-currency credit card (Visa/Mastercard)

• Phone number & email (not previously registered with Amazon)

• Bank account (for payouts, e.g., World First, PingPong)

1.2 Registration Process

• Select a marketplace (e.g., US, Europe)

  • US: sellercentral.amazon.com

  • Europe: sellercentral-europe.amazon.com

• Choose account type:

  • Individual Seller: No monthly fee, pay per item ($0.99/unit).

  • Professional Seller: $39.99/month, suitable for bulk sales.

• Fill in company/personal details

• Identity verification (may require video call)

• Set up payment & payout methods

• Complete registration & access Seller Central

⚠ Important Notes:

• European marketplace requires KYC (Know Your Customer) verification (submit company documents, legal representative info, etc.).

• Avoid using VPN during registration to prevent triggering account reviews.

2. Product Listing & Management

2.1 Listing Methods

• Single listing (Add a Product): Best for small SKU quantities.

• Bulk upload (Inventory File Upload): Ideal for large inventories (Excel template).

2.2 Product Listing Optimization

• Title: Core keywords + brand + model (e.g., “Wireless Bluetooth Headphones, XYZ Brand, 50H Battery”).

• Images:

  • Main image: Pure white background (1000×1000 pixels).

  • 6-8 supplementary images showcasing details & usage scenarios.

• Bullet Points: Highlight key selling points (e.g., waterproof, battery life, material).

• Product Description: Detail features, specs, and use cases.

• Search Terms: Include relevant long-tail keywords (≤250 characters).

2.3 Inventory Management

• Check stock status under Inventory > Manage Inventory.

• Set low-stock alerts to avoid stockouts.

3. FBA (Fulfillment by Amazon) Logistics

3.1 FBA Shipping Process

1. Create an FBA shipment plan (select Convert to FBA in Seller Central).

2. Print product labels (FNSKU) – Ensure each item has a unique label.

3. Pack & attach box labels (use Amazon-recommended carriers like UPS/DHL).

4. Amazon receives & shelves inventory.

3.2 FBA Fee Structure

• Storage fees (based on volume/month).

• Fulfillment fees (based on size/weight).

• Long-term storage fees (for items stored >365 days).

• 💡 Tip: Estimate costs using the FBA Calculator (Amazon FBA Calculator).

4. Amazon Advertising & Promotion

4.1 Ad Types

4.2 Ad Optimization Tips

• Keyword selection: Use auto campaigns to identify high-converting keywords, then add them to manual campaigns.

• Bidding strategies:

  • Dynamic Bids: Adjusts bids based on conversion likelihood.

  • Fixed Bids: Better for budget control.

• Monitor ACoS (Advertising Cost of Sale) and pause underperforming ad groups.

5. Order Processing & Customer Service

5.1 Order Fulfillment

• Orders appear in Orders > Manage Orders.

  • FBA orders: Amazon handles shipping automatically.

  • FBM (Merchant-fulfilled) orders: Sellers must ship within 48 hours and upload tracking.

5.2 Customer Service

• Respond to buyer messages within 24 hours (delays hurt performance metrics).

• Handle returns:

  • FBA returns: Managed by Amazon.

  • FBM returns: Sellers handle manually.

• Request reviews: Use the “Request a Review” button in Orders or third-party tools.

6. Data Analysis & Optimization

6.1 Key Metrics

6.2 Recommended Tools

• Helium 10 (product research, keywords)

• Jungle Scout (competitor analysis)

• Keepa (price tracking)

7. FAQs & Troubleshooting

Q1: Account suspended?

• Check Performance Notifications, submit a POA (Plan of Action) explaining fixes.

Q2: How to prevent hijackers?

• Enroll in Brand Registry and Transparency Program.

Q3: How to boost BSR ranking?

• Increase sales (promotions/ads), optimize keywords, improve conversions.

Conclusion

This manual covers Amazon’s end-to-end operations. For ongoing learning, leverage Amazon Seller University. For specific queries, feel free to reach out!