Selling on Amazon Complete Course: FBA, FBM, Sponsored Ads from Udemy

What's inside

Learning objectives

How to use the amazon platform to build a successful international ecommerce business.
Understand different fulfilment options available & choose the right one for your business including fulfilled by merchant (fbm) and fulfilled by amazon (fba).
How to register your brand for brand registry.
Understanding how amazon search works and how to optimise your listings.
Learn how to create listings what convert quickly and efficiently.
Research the best keywords for your product to drive sales.
Optimising pricing and winning the buy box.
Create your first fba shipment from start to finish.

Manage your orders and deal with customers.
Keep on top of seller performance metrics such as order defect rate.
Understand how to use amazon's sponsored product programme.
Boost your business sales through amazon business.
How to use amazon to reach customer across the world.
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How to use the amazon platform to build a successful international ecommerce business.
Understand different fulfilment options available & choose the right one for your business including fulfilled by merchant (fbm) and fulfilled by amazon (fba).
How to register your brand for brand registry.
Understanding how amazon search works and how to optimise your listings.
Learn how to create listings what convert quickly and efficiently.
Research the best keywords for your product to drive sales.
Optimising pricing and winning the buy box.
Create your first fba shipment from start to finish.
Manage your orders and deal with customers.
Keep on top of seller performance metrics such as order defect rate.
Understand how to use amazon's sponsored product programme.
Boost your business sales through amazon business.
How to use amazon to reach customer across the world.
Show more
Show less

Syllabus

Overview of the content of this course

Welcome to How to Sell on Amazon. This course covers everything you need to know about selling on Amazon, including FBA, other fulfilment options, creating optimised listings, advertising your products and much more!

This lecture summarises the steps you will need to start your Amazon business and where you can find the information in this course that will help you.

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

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

In this test, we will test your knowledge of how to source products to sell on your website.

When setting up an Amazon account, you must select an account type. This lecture briefly describes the differences between the basic and professional account types. Note: We will be discussing the buy box later on!

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

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

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

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

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

This concluding section considers choosing the right fulfilment method for your business.

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 known as a catalogue system.

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

For a listing that has multiple sellers, Amazon combines the product information from various 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.

The simplest 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.

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

There are multiple ranking factors in the Amazon search, including listing page conversion rate, click-through rate, sales volume, review rating.

This lecture covers the sections of the product listing which Amazon indexes for inclusion in the search.

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

Test your knowledge of Amazon search!

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

Helium 10 (www.helium10.com) is a leading Amazon research tool. In this video I go through the process of researching, filtering and categorising keywords.

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

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

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

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

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

Variations (also known as parent-child relationships) are sets of products 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.

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

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 several factors.

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 to maximise their buy box exposure.

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.

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

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.

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

This lecture covers Seller Fulfilled Prime settings. Items sent via Seller Fulfilled Prime requires a separate shipping template to enrol them in the service.

FBA 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 has several programme specific settings covering areas such as international selling, product returns and disposals and labelling which sellers should familiarise themselves with.

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

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

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 or the inventory loader file.

To send inventory to an Amazon warehouse requires uploading a shipping plan to create a shipment.

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

The payment report tab provides information about payment both at the order and account levels. Here, you can view disbursements (payment for sales minus fees), referral fees and other costs.

Amazon Selling Coach offers personalised recommendations to maximise your effectiveness as a seller.

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

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

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, authorise or decline requests.

Amazon does not provide a direct customer email to merchants. Instead, communication must be through the cloaked email provided or Amazon messages.

Amazon is serious about keeping its customers 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).

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 customers are not happy with their experience, they can file a claim against the seller.

The Order Defect Rate (ODR) is the most important metric for an Amazon seller. It is the sum of the 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.

Amazon provides an ever growing number of performance metrics against which it measures its sellers.

Questions on seller performance

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

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

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

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's advertising service enables sellers to promote their products using a pay-per-click adverting system. The main options for retailers are Sponsored Product Ads that drive traffic to specific products and Sponsored Brands that drives traffic to collections of products.

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

Targeting and keyword matching types enable advertisers to optimise their ad campaigns.

Sponsored Product ads allow sellers to drive traffic to specific products based on keyword, ASIN or category targets. Ads are charged on a pay-per-click basis.

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

This lecture covers organising campaigns with adgroups and portfolios. It also covers managing and creating campaigns using t bulk operations and copying campaigns.

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

This lecture looks at ways to analyse your sponsored ads performance and make improvements

Brand registry enables a brand to control its presence on Amazon in the UK and internationally. This lecture introduces brand registry and explains how to register a brand.

This video details the features of Amazon's brand registry.

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

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Read about what's good

what should give you pause

and possible dealbreakers

Taught by an entrepreneur with over 10 years of experience selling on Amazon, which provides practical insights and real-world strategies

Covers various fulfillment options, including FBA, FBM, and SFP, which allows learners to choose the best method for their business needs

Explores Amazon's advertising service, which enables sellers to promote their products using a pay-per-click advertising system to drive traffic

Examines seller performance metrics, such as Order Defect Rate, A-Z claims, and feedback, which are crucial for maintaining a healthy seller account

Requires learners to register their brand for Brand Registry, which may pose a barrier for those who do not own a registered trademark

Details how to optimize listings for Amazon search, which helps learners improve product visibility and drive organic traffic to their listings

Reviews summary

Comprehensive guide to selling on amazon

According to learners, this course is a highly comprehensive and practical guide for anyone looking to start or grow an Amazon selling business, particularly focusing on FBA, FBM, and Sponsored Ads. Many highlight the clear explanations and the instructor's deep knowledge and experience. The course structure is often described as well-organized and easy to follow, making complex topics accessible. Reviewers frequently mention gaining actionable strategies and finding the content up-to-date, although a few note that the rapid pace of changes on Amazon requires constant learning. Overall, it's considered a strong foundation, especially for beginners, providing valuable insights into listing optimization, keyword research, and managing operations.

Mixed opinions on depth of ad content.

"The section on Sponsored Ads was very detailed and helpful."

"I thought the PPC part could have gone a bit deeper into advanced strategies."

"For a complete course, the ads section felt slightly less comprehensive than others."

"Covered the basics of PPC well, but left me wanting more advanced tips."

Excellent starting point for beginners.

"As a beginner, I found this course to be a perfect starting point."

"It laid a really solid foundation for understanding the Amazon platform."

"Great for newcomers to get up to speed quickly."

"Ideal for someone just starting out in Amazon sales."

Instructor has real-world Amazon selling experience.

"Learning from someone with his level of experience is invaluable."

"The instructor clearly knows what he's talking about from years of selling."

"His insights come from real-world success on Amazon."

"Deep expertise shared throughout the lectures."

Provides practical steps and actionable advice.

"I can immediately apply the strategies I learned to my Amazon business."

"It's full of practical tips and step-by-step guidance."

"The course gives actionable advice that I can use right away."

"Provided useful tactics I implemented immediately."

Instructor explains complex topics clearly.

"The instructor explains everything in simple terms that are easy to understand."

"His explanations are very clear and he breaks down complex processes effectively."

"I appreciated how he simplified the details of FBA and Amazon Ads."

"Very straightforward explanations of challenging concepts."

Covers FBA, FBM, ads, SEO, and operations.

"This course really covered everything I needed to know to start selling on Amazon."

"I found the sections on FBA and Sponsored Ads particularly helpful and detailed."

"It's a complete walkthrough, from setting up an account to managing orders and advertising."

"Covers a wide range of topics crucial for Amazon sellers."

Amazon changes quickly, requiring updates.

"Amazon changes so fast, some parts might need occasional updates."

"While the core principles are solid, specific interfaces or rules change on Amazon."

"I sometimes had to look up recent changes not covered."

"The platform evolves rapidly; continuous learning needed."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Selling on Amazon Complete Course: FBA, FBM, Sponsored Ads with these activities:

Review Basic Accounting Principles

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Reviewing basic accounting principles will help you understand profit margins, costs, and other financial metrics crucial for selling on Amazon.

Browse courses on Cost Accounting

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Read a beginner's guide to accounting.
Complete practice problems on calculating profit and loss.
Review key accounting terms and definitions.

Read 'The Everything Store: Jeff Bezos and the Age of Amazon'

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Reading this book will provide a deeper understanding of Amazon's history, culture, and strategies.

View Amazon Unbound: Jeff Bezos and the Invention of... on Amazon

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Read the book, taking notes on key strategies and insights.
Reflect on how Amazon's history influences its current practices.
Consider how you can apply Amazon's strategies to your own business.

Analyze Competitor Listings

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Analyzing competitor listings will help you identify best practices for product descriptions, keywords, and pricing strategies.

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Identify top competitors for your chosen product.
Analyze their product titles, descriptions, and images.
Identify keywords they are using and their pricing strategies.
Document your findings in a spreadsheet.

Four other activities

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Create a Keyword Research Spreadsheet

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Creating a keyword research spreadsheet will help you optimize your product listings for Amazon search.

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Use keyword research tools to identify relevant keywords.
Organize keywords by search volume and relevance.
Categorize keywords for different product attributes.

Practice Amazon SEO Techniques

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Practicing Amazon SEO techniques will help you improve your product ranking in Amazon search results.

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Optimize product titles and descriptions with relevant keywords.
Improve product images and bullet points.
Monitor your product ranking and make adjustments as needed.

Develop a Sponsored Ads Campaign

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Developing a sponsored ads campaign will help you drive traffic to your product listings and increase sales.

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Set up an Amazon Sponsored Products campaign.
Choose relevant keywords and targeting options.
Set a budget and monitor campaign performance.
Optimize your campaign based on performance data.

Read 'Product Research 101: Find Winning Products To Sell On Amazon & Beyond'

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Reading this book will provide practical advice on identifying profitable niches and validating product ideas.

View Putting Knowledge to Work on Amazon

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Read the book, focusing on product research methodologies.
Apply the techniques to identify potential product opportunities.
Evaluate the feasibility of selling those products on Amazon.

Career center

Learners who complete Selling on Amazon Complete Course: FBA, FBM, Sponsored Ads will develop knowledge and skills that may be useful to these careers:

Entrepreneur

An entrepreneur starts and manages their own business, and this course provides the skills to build an ecommerce business on Amazon. This role requires a broad range of skills including sales, marketing, and operations, and this course can act as an entry point into the world of entrepreneurship, specifically in the online marketplace. An entrepreneur who wants to start a business on Amazon should take this course. The course covers every step of setting up an Amazon business from scratch, from creating listings to managing fulfillment, and the instructor's practical experience makes for a helpful guide. The course will help you to create a successful online retail operation.

See salaries and explore the career path for Entrepreneur

Online Retailer

An online retailer sells products through online marketplaces and the Internet, and this course will set you up for success on Amazon, a premier online platform. This role involves sourcing products, creating listings, managing inventory, and handling customer service, all of which are addressed in this course. This course will be very useful to an online retailer who is looking to expand their business to Amazon. Those who want to successfully run an online retail business should take this course. It provides detailed training on setting up an Amazon account, optimizing listings, and handling fulfillment, which helps you manage every aspect of an Amazon business. The instructor's expertise and practical lessons will prove extremely valuable.

See salaries and explore the career path for Online Retailer

Small Business Owner

A small business owner manages the day to day operations of a small business and can benefit from this course by adding a sales channel on Amazon. This role requires knowledge of sales, marketing, and operations, and this course can help in expanding a small business by providing you with an additional channel to sell your products. A small business owner who wants to expand their market should take this course, which provides a comprehensive guide to selling on Amazon. The course teaches how to create listings, manage fulfillment, and optimize sponsored product campaigns so you are ready to sell on Amazon. The course will help you to develop a successful online strategy for your business.

See salaries and explore the career path for Small Business Owner

eCommerce Manager

An ecommerce manager oversees the online sales strategy and operations for a business, and this course provides a strong foundation in the details of selling on the world's largest online marketplace, Amazon. This role involves managing product listings, optimizing for search, and handling inventory which are all specific topics covered in this course. This course will be very helpful for an ecommerce manager who needs to increase product visibility and sales on Amazon. Anyone who wants to become an ecommerce manager should take this course to understand the Amazon sales landscape. It will show you how to create effective product listings, manage inventory using FBA, and master Amazon's search algorithm. This course will help you to build familiarity with the Amazon seller platform.

See salaries and explore the career path for eCommerce Manager

E-commerce Consultant

An ecommerce consultant advises businesses on how to improve their online sales strategies, and this course provides helpful insight into Amazon's marketplace. This role requires strong knowledge of sales, marketing, and operations, and this course helps an ecommerce consultant by teaching them the intricacies of the Amazon platform. An ecommerce consultant who wants to provide value to their clients should take this course. It provides detailed knowledge on setting up Amazon accounts, optimizing listings, and using Amazon's advertising program. The course will make you more able to advise clients on building a profitable business on Amazon.

See salaries and explore the career path for E-commerce Consultant

Inventory Planner

An inventory planner manages stock levels and ensures efficient product flow, and this course helps with the specific workflows of the Amazon platform. This role requires a solid understanding of demand forecasting, logistics, and inventory management, and this course provides helpful information on Amazon's FBA system and inventory planning capabilities. An inventory planner who wishes to expand their knowledge of e-commerce should take this course to learn Amazon's specific methods for inventory management. The course teaches how to create FBA shipments, manage inventory levels, and use Amazon's inventory planning tool to optimize ordering. It will help you to more effectively manage the flow of inventory.

See salaries and explore the career path for Inventory Planner

Brand Manager

A brand manager is responsible for developing and managing a brand's image and marketing strategy, and this course will give you a thorough grounding in how to do this on Amazon. This role includes creating a cohesive brand experience, which you can learn by taking this course. A brand manager who wishes to build their brand using Amazon should consider this course to help you understand how to register and manage a brand on Amazon, while optimizing listings. The course teaches how to create and optimize product listings using keywords, create branded storefronts, and manage sponsored ads, which are essential for building brand presence on Amazon. It will also help you to build a cross platform identity.

See salaries and explore the career path for Brand Manager

Customer Service Manager

A customer service manager oversees a team of customer service representatives and ensures customer satisfaction, and this course helps with the specific workflows of the Amazon platform. This role requires a detailed knowledge of customer service processes, returns, and customer communication, and this course provides help by teaching Amazon's specific customer service procedures. A customer service manager who wishes to understand customer service on the Amazon platform should take this course to learn Amazon's customer service guidelines and seller metrics. The course details the management of customer orders, returns, and feedback, all of which are helpful for this role. This course can help you to better manage customer interactions.

See salaries and explore the career path for Customer Service Manager

Marketplace Specialist

A marketplace specialist focuses on managing and optimizing a company’s presence on various online marketplaces. This course may be useful for a marketplace specialist, providing a deep dive into the specifics of selling on Amazon. This job requires proficiency in creating effective listings, optimizing for search results, and managing inventory, and this course covers these topics in depth. A marketplace specialist who wants to master the Amazon marketplace should take this particular course to learn the nuances of the platform. The course's instruction on FBA, Sponsored Ads, and international expansion is all essential knowledge for this role. This course teaches you the ins and outs of the Amazon marketplace platform.

See salaries and explore the career path for Marketplace Specialist

Supply Chain Coordinator

A supply chain coordinator manages the flow of goods from suppliers to customers, and this course can help with specific issues relating to the Amazon platform. This role involves inventory management, order fulfillment, and logistics, and this course covers the details of managing an Amazon-based supply chain. A supply chain coordinator who wishes to grow their experience with ecommerce operations should consider this course which offers insight into Amazon's fulfillment options, including FBA. The course details how to create shipments to Amazon's fulfillment centers and manage FBA inventory, all of which are essential for this role, along with using tools to keep track of inventory. It will help you to coordinate inventory efficiently.

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Product Manager

A product manager is responsible for the strategy, road map, and execution of a product, and this course will teach you how to launch a product on the Amazon marketplace. This role requires understanding customer needs, market analysis, and product positioning and this course can help you understand the process of taking a product to market on Amazon. A product manager who is launching a product on Amazon should take this course to learn the process of product listing optimization, and how to use Amazon's sponsored ads. The course teaches how to research keywords, create effective product listings, and manage sales. It will help you to ensure that your product is successful on the platform.

See salaries and explore the career path for Product Manager

Retail Buyer

A retail buyer selects and purchases products for retail sale, and this course will help inform those decisions with specific data on Amazon. This role requires researching products, understanding market trends, and making purchasing decisions, and this course can help teach you how to identify opportunities on the Amazon marketplace. A retail buyer who wants to improve product selection should take this course, which covers how to research products that perform well on Amazon. By learning from the course's instruction on data sources for discovering hot products, and selecting products, you can use the course to make better purchasing selections. The course will also help you to understand how to position products within the Amazon platform.

See salaries and explore the career path for Retail Buyer

Sales Operations Analyst

A sales operations analyst focuses on improving sales processes and providing data-driven insights which this course will help you do with Amazon. This role requires understanding sales metrics, analyzing performance, and optimizing operations, which are all skills you will develop in this course. A sales operations analyst who is focused on an Amazon channel should take this course to develop an understanding of how Amazon works. By learning about managing orders, returns, and seller performance metrics, you will gain important knowledge for this role. The course will help you to understand how to build a successful Amazon operation.

See salaries and explore the career path for Sales Operations Analyst

Business Development Manager

A business development manager identifies new business opportunities and builds strong business relationships. This course may be helpful for a business development manager, providing the knowledge to expand a business using the Amazon marketplace. This role often requires an understanding of sales, marketing, and ecommerce, and this course can help provide that. A business development manager who is interested in incorporating Amazon into their strategy should take this course. The course details how to set up an Amazon business, optimize product listings, and leverage Amazon's advertising tools. The course will help you to understand how to identify new product opportunities and expand your reach on Amazon.

See salaries and explore the career path for Business Development Manager

Digital Marketing Specialist

A digital marketing specialist develops and implements marketing strategies across digital channels. This course may be useful to a digital marketing specialist who wishes to understand how to leverage the Amazon marketplace for sales. This role often involves optimizing product listings, managing advertising campaigns, and understanding search algorithms, all of which are covered in this course. Anyone who wishes to understand digital marketing on Amazon should take this course to learn the details of Amazon's sponsored products program and how to enhance product visibility. The course’s discussion of keyword research and Amazon SEO can prove valuable, showing you how to make the most of Amazon's platform.

See salaries and explore the career path for Digital Marketing Specialist

Selling on Amazon Complete Course

FBA, FBM, Sponsored Ads

What's inside

Learning objectives

Syllabus

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Reviews summary

Comprehensive guide to selling on amazon

Activities

Career center

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