starting an amazon business

Unleashing the Power of Amazon: A Comprehensive Guide to Starting and Growing Your E-commerce Business

Kurt GraverBusiness Start-up Advice, Business Start-up Guides

If you are looking for a viable business idea or a new sales channel for an existing business and want to spend only a little time setting it up, then starting an amazon business may be what you are looking for.

However, it’s essential to understand that success requires time, effort, and careful planning. 

In this post, we’ll discuss the different ways of starting an Amazon business, what you can sell on Amazon and the pros and cons of selling on this platform.

What Can You Sell on Amazon?

Amazon provides a platform for selling various products, from physical products to intangible ones like e-books, courses, and services. 

However, it’s important to note that there are certain products that Amazon does not allow sellers to sell, such as weapons and drugs. 

It’s essential to research what you can sell on Amazon. If you have an idea for a product that can solve a problem and meets Amazon’s guidelines, you can create your own product. Alternatively, you can sell products you already have or set up an online business without creating your own product.

Finding A Product To Sell On Amazon

When finding ideas for what to sell on Amazon, it’s important to consider market demand, competition, and profitability. Here are a few strategies to help you generate ideas for products to sell on Amazon:

  1. Look for underserved or undersupplied niches with product demand but limited competition. You can research trending topics, monitor social media trends, and review customer reviews and feedback on Amazon and other e-commerce platforms.
  2. Look at the products selling well on Amazon and identify commonalities or trends. You can use tools like Amazon Best Sellers, which tracks top-selling products across various categories, or Jungle Scout, which provides detailed analytics on top-selling products on Amazon.
  3. Use Amazon’s search bar to see what products people search for. You can also use keyword research tools like Google Keyword Planner and Keyword Tool to identify popular search terms related to your niche.
  4. Look at what your competitors are selling, and see if you can offer similar or complementary products. You can also identify gaps in their product offerings and try to fill them with your products.
  5. Consider creating new and innovative products that solve problems or fulfil unmet needs. You can find inspiration from your personal experiences, customer feedback or by attending trade shows and industry conferences.

Cost Of Starting An Amazon Business

The cost of starting a business on Amazon can vary widely, depending on the type of business you want to start and the size of your operation. Here are some potential costs associated with starting a business on Amazon:

  1. You must invest in inventory or create your product, including costs for product development, manufacturing, packaging, and shipping.
  2. Amazon charges sellers a referral fee for each item sold on their platform. The referral fee varies depending on the product category and ranges from 6% to 45% of the product’s selling price. 
  3. You may need to invest in marketing and advertising to promote your products and reach a wider audience. This can include paid social media ads, influencer marketing, and Amazon’s advertising services, such as Sponsored Products or Sponsored Brands.
  4. To manage your Amazon business effectively, you may need to invest in tools and software, such as inventory management systems, pricing software, and listing optimisation tools.
  5. Depending on your location and the size of your business, you may need to hire a lawyer or accountant to help with your business’s legal and financial aspects, such as registering your business, filing taxes, and handling contracts.

The total cost of starting a business on Amazon will depend on the specific products and services you choose to use, the size of your operation, and how much you decide to invest in marketing and other expenses. 

Risks To Starting A Business On Amazon

Starting a business on Amazon can be a profitable and exciting opportunity. Still, it also involves risks that should be considered before embarking on this venture. Here are some potential risks of starting a business on Amazon:


Amazon has a vast network of sellers; standing out in a crowded marketplace can be challenging. There’s a risk that your products may not be noticed among the many other products in your category or that you may face intense competition from other sellers who offer similar products.

You must differentiate your products to stand out in a crowded marketplace. This can be achieved through product innovation, unique branding, superior customer service, and competitive pricing. It’s also important to regularly monitor and analyse the competition and adjust your strategy accordingly.

Dependence on Amazon:

When you sell on Amazon, you’re building your business on Amazon’s platform. While Amazon provides access to a vast customer base, this also means that you’re dependent on Amazon’s policies, fees, and changes to its platform. If Amazon changes its policies or fees, it could significantly impact your business.

While Amazon is a powerful sales platform, it’s important to diversify your sales channels to reduce your dependence on Amazon. This can include selling on other e-commerce platforms, building your website, or selling products through brick-and-mortar retail stores.

Counterfeit Products: 

Amazon is known to have issues with counterfeit products, which can be a significant risk for your business. If your product is copied or counterfeited, it can damage your reputation and lead to legal issues.

 To avoid counterfeit products, you can invest in product packaging, trademarks, and patents to protect your intellectual property. You can also monitor your product listings and report counterfeit products to Amazon’s seller support team.

Negative Reviews: 

Amazon’s review system is crucial for customers to decide whether to purchase a product. Negative reviews can harm your business, and responding to and addressing negative reviews takes time and effort. Additionally, competitors may leave fake negative reviews on your products to harm your business.

To prevent negative reviews, provide excellent customer service, and respond to customer inquiries and complaints promptly and professionally. You can also use Amazon’s Early Reviewer Program or Amazon Vine to generate legitimate product reviews.

Product Liability

As a seller, you’re responsible for the products you sell on Amazon, including any legal or safety issues that arise. Suppose your product causes harm to customers or doesn’t meet safety standards. In that case, it can lead to legal issues, negative reviews, and financial loss.

Invest in high-quality product manufacturing, testing, and safety standards to mitigate product liability risks. Additionally, you can purchase product liability insurance to protect your business against any legal or security issues that may arise.

Fulfilment Challenges: 

If you use Amazon’s FBA program, you depend on Amazon to handle your order fulfilment. This means that if Amazon experiences issues with order fulfilment, it can negatively impact your business.

To prevent fulfilment issues, use multiple suppliers and warehouses to ensure you always have enough inventory. You can also monitor your order fulfilment metrics and work with Amazon’s support team to resolve any issues.

Is it better to sell goods on your own website?

Selling goods on your own website can be an attractive option, especially if you want more control over your brand and customer experience. Here are some potential benefits of selling goods on your own website:

Brand Control: 

When you sell on your website, you have complete control over your brand, product presentation, and customer experience. You can design your website to reflect your brand image and customise your product pages to highlight your unique features.

Customer Relationships: 

You can build direct customer relationships by selling on your website. This can include collecting customer data, providing personalised customer service, and creating targeted marketing campaigns.

Reduced Fees:

When you sell on your own website, you can reduce or eliminate the fees associated with selling on Amazon. This can help you increase your profit margins and reinvest in your business.


Selling on your website allows you to set prices, control inventory, and create shipping policies. This enables you to adapt quickly to changes in the market and tailor your business strategy to your unique needs.

However, there are also some potential drawbacks to selling on your own website, including:

Limited Customer Reach:

Building a customer base on your own website can take time and effort. You may need more visibility than Amazon, which has a vast customer base already searching for products.

Marketing Costs: 

You should invest in marketing and advertising to drive traffic to your website. This can include paid advertising, social media marketing, and other promotional activities.

Technical Challenges: 

Setting up and maintaining your website can be challenging, especially if you need more technical expertise. You may need to invest in website design, hosting, security, and maintenance services.

Selling goods on your own website can offer more control over your brand and customer experience. Still, it also requires significant time, effort, and resources. 

Depending on your business goals and resources, selling on both Amazon and your website may be beneficial to reach a wider audience and maximise your sales.

What are the advantages of selling on amazon Selling on Amazon – Pros and Cons

Selling on Amazon offers several advantages, making it an attractive platform for many sellers. Here are some potential advantages of selling on Amazon:

  1. Amazon has a vast customer base, with millions shopping on the platform daily. This can provide a significant opportunity to reach a large audience and increase your sales.
  2. Setting up a seller account on Amazon and selling products is relatively easy. This can allow you to get up and running quickly and start generating revenue in a short amount of time.
  3. Amazon’s Fulfilment by Amazon (FBA) program allows sellers to use Amazon’s warehouses to store and ship their products to customers. This can save time and effort for sellers, as Amazon handles the products’ storage, packing, and shipping.
  4. Amazon is a well-known and trusted platform, and many customers prefer to buy products on Amazon because of its reputation for reliability and customer service.
  5. Amazon offers several marketing and advertising tools to help sellers promote their products and increase their visibility. This includes sponsored products, sponsored brands, and Amazon’s storefront pages.
  6. Amazon handles customer service for most orders, including returns and refunds. This can reduce the workload for sellers and improve the customer experience.

How to Start an Amazon Business: Step-by-Step Guide

Here are the steps you need to follow to start a successful Amazon business:

  1. Create a Product Listing: Start by creating a product listing for every product you intend to sell. This will include product details like the title, description, images, and other relevant information.
  2. Create a Brand (Optional): If you want to build a business, you can create a brand for your products. This involves creating a logo, a slogan, and a website, among other things.
  3. Market Your Products: Once you’ve created your product listing and established your brand, you must market your products to attract customers. You can do this through social media, Amazon seller forums, and other platforms.

Amazon FBA: What is it?

Fulfilment by Amazon (FBA) is a service Amazon offers sellers who want to sell products on their platform. It allows sellers to send their products to Amazon, which stores and ships them when customers order them. 

FBA can be an attractive option for new sellers as it takes care of the shipping, handling, and customer service aspects, allowing them to focus on other critical tasks like product development, marketing, and business growth.

Amazon Selling Software Tools

Several Amazon-selling software options are available. The best one for you will depend on your specific needs and budget. 

Here are a few popular options:

  1. Jungle Scout: Jungle Scout is an all-in-one Amazon seller tool that helps with product research, keyword research, and listing optimisation. It also includes features like sales analytics and inventory management.
  2. Helium 10: Helium 10 is a suite of Amazon seller tools with features like product research, keyword research, and listing optimisation. It also includes a profitability calculator, inventory management, and a tool for managing Amazon reviews.
  3. SellerApp: SellerApp is an all-in-one Amazon seller tool with features like product research, keyword research, and listing optimisation. It also includes a product tracker, sales analytics, and inventory management.
  4. AMZ Tracker: AMZ Tracker includes features like keyword research, listing optimisation, and sales analytics. It also includes a product review tool that helps sellers monitor and respond to customer reviews.
  5. Sellics: Sellics is an all-in-one Amazon seller tool with product research, keyword research, and listing optimisation features. It also includes a PPC manager, sales analytics, and inventory management.


Starting an Amazon business is an exciting opportunity but requires careful planning, dedication, and hard work to succeed. Following the steps outlined in this post, you can confidently start your Amazon business and take your first steps towards a successful e-commerce venture.

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