Amazon Success Guide: Do’s & Don’ts for New Sellers

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Amazon Success Guide: Do’s & Don’ts for New Sellers

Starting your journey as an Amazon seller can be both exciting and challenging. With millions of customers browsing the platform daily, the potential for success is enormous.

Hence, navigating Amazon’s competitive marketplace requires careful strategy, attention to detail, and an understanding of best practices.

Below, we highlight essential do’s and don’ts that every new seller should follow to maximize profitability and avoid common pitfalls.

The Do’s of Selling on Amazon

1. Develop a Strategic Pricing Plan

Pricing your products effectively is a key factor in attracting buyers and maintaining profitability. Amazon’s algorithm favors competitively priced products, but that doesn’t mean you should always aim to be the cheapest.

Instead:

Consider all costs, including production, shipping, Amazon fees, and marketing.

Adjust pricing based on demand, seasonality, and competitor trends.

Test different pricing strategies to determine what works best for your target audience.

2. Understand Amazon’s Marketing & Advertising Tools

Amazon provides powerful advertising options that can significantly enhance product visibility.

Utilize:

Sponsored Products to promote individual listings and drive conversions.

Amazon Stores to create a branded storefront and strengthen customer trust.

Display & Video Ads to reach customers both on and off Amazon.

Monitoring and optimizing ad campaigns regularly ensures that you maximize return on investment (ROI) and reach the right audience.

3. Manage Inventory Efficiently

Running out of stock can damage your rankings and reduce customer trust, while overstocking can lead to unnecessary storage fees. 

To maintain balance:

Use inventory management tools to track stock levels and forecast demand.

Plan for seasonal fluctuations and promotional campaigns.

Ensure suppliers can meet demand efficiently to prevent stockouts or delays.

4. Account for Amazon’s Fees

Amazon’s fee structure includes referral fees, fulfillment fees (for FBA), storage fees, and more. These costs can quickly eat into profits if not accounted for in pricing.

Research all applicable fees before setting your product prices.

Consider using Amazon’s FBA Revenue Calculator to estimate costs accurately.

5. Pay Attention to Customer Feedback

Customer feedback is vital for long-term success. Positive reviews improve rankings and sales, while negative feedback can deter potential buyers.

Address negative reviews professionally and work on improving problem areas.

Encourage satisfied customers to leave honest reviews.

Monitor your feedback score to maintain a strong seller reputation.

6. Monitor Competitor Strategies

Keeping an eye on competitors can provide valuable insights into pricing, product features, and marketing trends.

Identify gaps in their offerings that you can capitalize on.

Learn from their mistakes and successes.

Adjust your strategy based on market trends to stay competitive.

7. Invest in High-Quality Product Content & Images

Your product listings should be visually appealing and informative to convert browsers into buyers.

Use high-resolution images that showcase product features clearly.

Write compelling and keyword-rich product descriptions.

Include bullet points that highlight key benefits and address common concerns.

8. Optimize for Mobile Users

A large percentage of Amazon shoppers use mobile devices. Ensure your listings are optimized for mobile by:

Using concise and engaging product descriptions.

Testing your listings on mobile devices to check readability.

Making sure images and videos display correctly.

9. Build a Brand Beyond Amazon

Relying solely on Amazon can be risky. Strengthen your brand by:

Creating a website and social media presence.

Engaging with customers outside of Amazon through email marketing.

Diversifying your sales channels to reduce dependency on one platform.


The Don’ts of Selling on Amazon:

1. Don’t Rush Without Research

Jumping into selling without researching the market, customer demand, and competition can lead to poor sales and wasted investment. Take time to:

Analyze competitor products and pricing.

Understand customer expectations and pain points.

Test demand before making large inventory commitments.

2. Don’t Ignore Inventory Management

Stock mismanagement can result in lost sales, penalties, and storage cost overruns. Avoid these common mistakes:

Overstocking slow-moving products.

Underestimating demand during peak seasons.

Failing to update stock levels, leading to cancellations.

3. Don’t Underestimate Amazon’s Fees

Many new sellers fail to account for all associated costs, leading to lower-than-expected profits. Avoid this by:

Factoring in all Amazon fees when setting prices.

Monitoring changes in Amazon’s fee structure.

Using financial tracking tools to manage expenses efficiently.

4. Don’t Ignore Negative Customer Feedback

Ignoring customer complaints can lead to lower ratings and even account suspension. Make sure to:

Respond to complaints promptly and professionally.

Improve product quality and descriptions to reduce returns.

Encourage happy customers to leave reviews.

5. Don’t Focus Solely on Price Competition

Competing only on price can lead to a race to the bottom and lower profit margins. Instead, focus on:

Product differentiation through unique features or superior quality.

Excellent customer service and fast shipping.

Building brand trust and loyalty to command premium pricing.

6. Don’t Take Mobile Optimization Lightly

With a significant portion of shoppers using mobile devices, failing to optimize for mobile can cost you sales.

Ensure text is easy to read on small screens.

Use high-quality images that load quickly.

Test your listings across multiple devices.

7. Don’t Expand Too Fast

Scaling too quickly without proper infrastructure can backfire. Common issues include:

Poor customer service due to increased demand.

Financial strain from investing too much in new products.

Inefficient logistics leading to delayed deliveries.


How Chief Marketplace Officer Can Help?

Navigating Amazon’s complexities can be overwhelming, especially for new sellers. That’s where the expertise of a Chief Marketplace Officer (CMO) comes in.

CMO provides strategic guidance to help:

Optimize product listings for maximum visibility and conversions.

Develop competitive pricing strategies that balance profitability and market trends.

Enhance advertising efforts through targeted Amazon marketing solutions.

Manage inventory efficiently to avoid stockouts or excess fees.

Build a strong brand presence both on and off Amazon.

With a dedicated expert handling your Amazon strategy, you can focus on growth while ensuring your business remains profitable and sustainable.


Key Takeaways

Success on Amazon requires more than just listing products and hoping for the best. By following these do’s and don’ts, new sellers can build a strong foundation, avoid costly mistakes, and create a thriving business. 

Whether it’s leveraging Amazon’s marketing tools, optimizing inventory management, or maintaining stellar customer service, strategic planning is key. For sellers who want to scale efficiently, partnering with Chief Marketplace Officer can make all the difference. 

Ready to elevate your Amazon business? Reach out here or book a zoom call  today!

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Avoid the Dreaded Black Box: How to Protect Your Amazon Listings and Keep Your Business Thriving

By William Fikhman • February 20, 2025
Picture this: You’ve built up your Amazon business, created stellar listings, and have a steady stream of sales. Everything seems to be going perfectly until— boom —you’re hit with a suspension. Your product is suddenly hidden from search results, and your hard-earned sales come to a screeching halt. It’s a nightmare every seller fears: being sent to Amazon’s “black box.” But here’s the thing—this doesn’t have to be your reality. Navigating Amazon’s complex policies can feel like walking a tightrope, where one misstep could trigger a suspension or ban. The good news? With the right strategies and a solid understanding of what Amazon expects from sellers, you can avoid this fate and keep your listings visible, your account healthy, and your business thriving. In this post, we’ll break down the common reasons Amazon listings and accounts get suspended, and share actionable strategies to help you stay in the clear and avoid the dreaded black box. Common Reasons Your Listing Could Be Suspended Getting suspended on Amazon can happen for a variety of reasons, but understanding these pitfalls can help you avoid them. Here are the most common causes of listing suspensions: Product Quality Complaints: It only takes a few negative reviews or customer returns due to defects to trigger Amazon’s attention. If your products aren’t living up to customer expectations, Amazon will investigate. And trust us—dealing with returns is one thing, but dealing with Amazon’s investigation is another. Policy Violations: Think you can slip by with a sneaky pricing strategy or a less-than-accurate product description? Think again. Selling restricted or counterfeit products, manipulating prices, or misleading customers with false claims can get your listing suspended faster than you can say “violations.” Amazon’s rules are strict, and they don’t take violations lightly. Poor Performance Metrics: Amazon is all about the customer experience, and if your metrics aren’t up to par, it can spell trouble. A high order defect rate, late shipments, or even too many cancellations can raise red flags and lead to penalties. Essentially, if you’re not delivering on your promises, Amazon will take action. Intellectual Property Infringements: Think you can get away with listing products that violate trademarks, patents, or copyrights? Not likely. Amazon is vigilant when it comes to intellectual property, and if you’re infringing on someone else’s rights, your listing will be removed faster than you can blink. It’s better to play it safe than risk being flagged for infringement. Failure to Provide Accurate Information: A product listing that’s incomplete or misleading is a major red flag for Amazon. Missing images, inaccurate shipping times, or incomplete descriptions can all lead to penalties. Always double-check your listings to ensure everything is crystal clear and 100% accurate. Strategies for Preventing Listing Suspensions & Bans Now that we know the primary causes of Amazon’s black box, let’s go over the essential steps you can take to avoid listing suspensions and bans. 1. Stay Compliant with Amazon’s Policies Amazon is very strict when it comes to policy violations. Sellers are responsible for familiarizing themselves with and following Amazon’s guidelines. Some key policies to pay attention to include: Product Authenticity: Always sell genuine, authentic products. Selling counterfeit or unauthorized goods is a major violation that can result in an immediate suspension. Product Listings: Ensure your listings are accurate, clear, and fully compliant with Amazon's product listing rules. This includes using appropriate keywords, clear product descriptions, and accurate images. Restricted Products: Amazon has a list of restricted products, such as alcohol, tobacco, and pharmaceuticals, that cannot be sold on the platform. Familiarize yourself with these restrictions to avoid accidental violations. Pricing Policies: Amazon enforces its Minimum Advertised Price (MAP) and price parity policies, which restrict price gouging or selling at prices that are out of line with the market. Tip: Set up regular checks to ensure you’re following Amazon’s policies. Any changes to Amazon’s rules should prompt a review of your listings and business practices. 2. Maintain Excellent Product Quality Customer satisfaction is at the core of Amazon’s business model, so maintaining a high level of product quality is key to avoiding suspensions. A few ways to maintain product quality include: Consistent product sourcing: Work with reputable suppliers and manufacturers to ensure your products are free from defects. Quality control checks: Perform regular inspections and quality checks on products before shipping them to Amazon’s warehouse. Accurate descriptions: Be transparent in your product descriptions. Avoid exaggerating features or benefits, as this can lead to negative customer reviews or returns. Tip: Regularly monitor customer feedback. Responding to complaints and addressing issues quickly can prevent a negative review from escalating into a suspension. 3. Provide Outstanding Customer Service Amazon places significant emphasis on customer satisfaction, and poor customer service can quickly lead to a suspension. Negative feedback, unaddressed complaints, and late shipments can hurt your seller metrics and prompt Amazon to suspend your account. To ensure a positive customer experience: Ship promptly and reliably: Always meet the expected shipping times. Consider using Amazon’s Fulfillment by Amazon (FBA) service to handle inventory and shipping. Respond quickly to customer inquiries: Make sure you’re replying to messages within 24 hours. Prompt, professional communication can prevent customer frustration and negative feedback. Monitor your metrics: Keep an eye on Amazon’s performance metrics (such as Order Defect Rate, Late Shipment Rate, and Pre-Fulfillment Cancellation Rate). If these metrics fall below Amazon’s acceptable thresholds, you risk suspension. Tip: Sign up for email alerts for any issues with your seller account to catch potential problems early. 4. Be Careful with Intellectual Property Intellectual property (IP) violations are one of the most common reasons for Amazon account suspensions. Sellers can inadvertently violate a brand’s trademark or patent by listing products that don’t comply with IP laws. These violations can lead to takedowns of individual listings or even entire accounts. To avoid IP issues: Ensure product authenticity: Only sell products that are legitimate and authorized by the brand owner. Avoid trademark violations: Research brand names, logos, and product names before listing items. Do not use trademarks without permission. Respond to claims: If a brand files an infringement notice against your listing, respond quickly and professionally. You may need to provide proof of authenticity or remove the listing. Tip: When in doubt, consult with an IP attorney to ensure you’re not infringing on anyone’s intellectual property. 5. Keep Your Inventory in Stock and Ship on Time One of the fastest ways to get flagged by Amazon is by consistently running out of stock or missing shipments. Inventory issues are taken seriously by Amazon, and failure to maintain proper stock levels can lead to listing suspensions or account bans. To keep your inventory in check: Forecast demand: Use Amazon’s tools like the Inventory Performance Index (IPI) to predict demand and avoid running out of stock. Use FBA: If you’re fulfilling orders yourself (FBM), consider switching to Amazon’s FBA program, which can help you meet fulfillment expectations and reduce the chances of late shipments. Monitor inventory health: Regularly review your inventory levels to avoid stockouts and long delivery times. Tip: When you run low on inventory, consider informing your customers of delays ahead of time. 6. Appeal Suspended Listings Effectively Even if you follow all the rules, there’s always a chance that Amazon might suspend your listing due to a mistake or misunderstanding. In such cases, you can file an appeal to reinstate your listing. To increase your chances of success: Understand the reason for the suspension: Amazon usually sends a notification explaining why the listing was suspended. Read this carefully and ensure you understand the issue. Develop a plan of action: When filing your appeal, provide a clear and concise explanation of how you intend to address the problem. This should include specific steps you're taking to prevent the issue from happening again. Provide supporting documents: If necessary, provide evidence, such as invoices or supplier agreements, to show that your products are authentic and that you’re in compliance with Amazon’s policies. Tip: Always remain professional and cooperative in your appeal. Aggressive or confrontational language can hurt your chances of reinstatement. 7. Monitor Your Account Health Regularly Amazon gives you access to a number of reports and dashboards to track the health of your account. Regularly reviewing these metrics can help you spot problems early and prevent suspensions. Key reports to review include: Performance Notifications: Monitor these for any alerts or warnings that could indicate a problem with your account. Account Health Dashboard: This dashboard provides an overview of your account’s performance in terms of customer feedback, order defect rates, and other important metrics. Refund and Return Reports: Track your returns and refunds to identify trends that might suggest product quality issues. Tip: Set up notifications for changes in your account health to stay on top of any issues that could affect your listings. Final Thoughts Avoiding Amazon’s black box comes down to vigilance, compliance, and delivering top-tier customer experiences. By following the strategies in this blog—staying compliant, ensuring product quality, providing excellent service, and monitoring account health—you can minimize the risk of suspensions or bans. Remember, Amazon’s rules evolve constantly. Stay informed, adapt, and take proactive steps to protect your business. Don’t let a suspension disrupt your success. Ready to safeguard your Amazon store and keep your sales flowing? Reach out today or book a Zoom call here to discover how we can help you stay ahead of the game and thrive. Your journey to lasting success starts now with CMO !
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Mastering Amazon SEO: A Beginner’s Guide for New Sellers

By William Fikhman • February 17, 2025
Selling on Amazon is more than just listing products, it’s about being found. Amazon functions as a search engine, and understanding Amazon SEO (Search Engine Optimization) is key to boosting your product’s visibility and increasing sales. If you want to stay ahead, ranking higher in Amazon’s search results should be a priority. Optimizing your product listings using Amazon SEO principles can: Improve keyword search rankings Increase conversion rates Drive more sales This guide breaks down key strategies, best practices, and expert tips to help new sellers optimize their product listings for maximum visibility on Amazon. What is Amazon SEO and Why Does It Matter? Amazon SEO is the process of optimizing product listings with relevant, high-traffic keywords to improve ranking in search results. Most shoppers don’t scroll past the first few pages, so higher-ranking listings get more visibility, and of course — more sales! Why is Amazon SEO crucial? If your product isn’t optimized for search, you’re missing out on potential sales. Amazon’s ranking algorithm (A9) considers factors like: Keyword relevancy – Ensuring your listing matches what customers search for Sales velocity – The speed at which your product sells Conversion rate – The percentage of visitors who make a purchase Mastering these factors gives your product a competitive edge. Understanding Amazon’s A9 Algorithm The A9 algorithm determines which products appear at the top of search results. Unlike Google, which prioritizes information retrieval, Amazon focuses on commercial intent , showing listings most likely to result in a sale. Amazon itself states that rankings depend on: Text match – How well your listing matches the search query Price & availability – Competitive pricing and stock levels Selection & sales history – Past sales performance This means that relevance + performance = higher rankings . Amazon continuously updates A9, prioritizing listings with strong conversion rates and consistent sales. How to Rank Higher on Amazon While Amazon doesn’t reveal every detail of its A9 algorithm, successful sellers know that certain key elements impact ranking. 1. Keyword Research: The Foundation of SEO Keywords connect your product to customer searches. Without the right keywords, your listing won’t appear in search results. Use keyword research tools to: Identify high-traffic, relevant keywords Find long-tail keywords (specific phrases with lower competition) Analyze search volume & ranking potential Where to Use Keywords in Your Listing Amazon uses the information in your listing to understand your product, categorize it correctly, and display it to the most relevant customers. To maximize visibility and conversions, ensure you strategically place relevant keywords throughout your listing: Product Title : This is the most important field for keyword placement. Include your primary keyword as close to the beginning as possible while maintaining a natural, readable structure. Your title should be clear, informative, and within Amazon’s character limit to avoid truncation. Bullet Points : These should highlight key product features, benefits, and differentiators. Use a mix of primary and secondary keywords naturally to improve discoverability while ensuring readability. Focus on answering common customer questions and addressing pain points. Product Description : This section should be persuasive and informative, providing deeper insights into your product. Use storytelling, benefits-driven language, and secondary keywords to enhance relevance. If eligible for A+ Content, leverage enhanced visuals and formatting to improve engagement. Backend Search Terms : These are hidden but crucial for ranking. Use them to include additional relevant keywords that may not fit naturally in the visible parts of your listing. Avoid repetition and include synonyms, alternate spellings, and related terms to broaden search visibility. Optimizing these elements with strategic keyword placement ensures that your product listing is both search-friendly and conversion-focused, increasing your chances of ranking higher in Amazon’s search results and driving more sales. 2. Sales Velocity: Why Faster Sales Matter Sales velocity refers to the speed at which your product sells over a given period. Amazon prioritizes fast-selling products because they indicate strong demand, leading to higher rankings in search results. How to Increase Sales Velocity: Run limited-time promotions – Discounts, coupons, and Lightning Deals can create urgency and drive more purchases. Offer competitive pricing – Ensure your product remains competitively priced within your category to attract more buyers. Use Amazon PPC ads to drive traffic – Paid advertising can increase visibility and bring more potential customers to your listing. Optimize your listing for better conversions – High-quality images, compelling bullet points, persuasive descriptions, and strong reviews all contribute to a higher conversion rate. By improving your sales velocity, you create a positive feedback loop — higher sales lead to better rankings, which lead to even more visibility and sales. Prioritizing strategies to increase sales speed can help you stay ahead of the competition in the Amazon marketplace. 3. Conversion Rate: The Secret to Higher Rankings Amazon rewards listings with high conversion rates—the percentage of visitors who buy your product. A higher conversion rate not only improves ranking but also increases sales potential. How to Improve Your Conversion Rate: Use High-Quality Product Images : Amazon is a visual marketplace! Clear, professional photos help customers make informed buying decisions. Write Clear, Keyword-Rich Titles : Your title should be concise yet informative, including essential keywords naturally. Include Persuasive Bullet Points : Focus on benefits, not just features. Address pain points and show how your product solves customer problems. Gather Positive Reviews & Ratings : Social proof builds trust and influences buying decisions. Encourage satisfied customers to leave reviews. Keep Pricing Competitive : Customers compare prices, so ensure your pricing is in line with market expectations. Ensure Fast Shipping Options : Amazon Prime eligibility significantly boosts trust and increases the likelihood of conversions. To monitor your conversion rate, check Seller Central under: Reports → Business Reports → Detail Page Sales & Traffic → Unit Session Percentage. Improving your conversion rate not only increases sales but also enhances your listing’s ranking, creating long-term success in the Amazon marketplace. Amazon SEO: Do’s & Don’ts ✅ Do This for Better Rankings: Use High-Quality Product Images: Professional and clear visuals attract customers and can significantly boost conversion rates. Optimize Titles & Descriptions: Craft keyword-rich and persuasive titles and descriptions to improve search visibility and appeal to potential buyers. Encourage Customer Reviews: Positive reviews build trust and can enhance your product's ranking. Encourage satisfied customers to share their experiences. Offer Competitive Pricing: Pricing your products competitively increases the likelihood of winning the Buy Box, leading to more sales. Track Keyword Rankings: Regularly monitor and update your listing's keywords to maintain and improve search ranking positions. Run Amazon PPC Ads: Utilize Amazon's Pay-Per-Click advertising to drive targeted traffic and increase product visibility. ❌ Avoid These Mistakes: Keyword Stuffing: Overloading your listing with keywords can make it less readable and may deter potential customers. Focus on natural integration of relevant keywords. Ignoring Backend Keywords : Neglecting hidden search terms can limit your product's visibility. Ensure you utilize backend keywords effectively to capture additional search traffic. Making False Claims: Exaggerated or unverified claims can lead to negative reviews and potential policy violations. Always provide accurate and truthful information about your products. Neglecting Competitor Analysis: Failing to study top sellers can result in missed opportunities for improvement. Analyze competitors to identify successful strategies and differentiate your offerings. Forgetting to Track Performance: Without regular performance analysis, it's challenging to identify areas for improvement. Utilize analytics tools to monitor your listings and make data-driven adjustments. By adhering to these guidelines, you can enhance your product listings, improve search rankings, and drive increased sales on Amazon. Rank Higher & Sell More Amazon SEO isn’t a one-time task but an ongoing process. By optimizing your product listings with the right keywords, improving conversion rates, and increasing sales velocity, you’ll build a strong foundation for success. Want an easier way to manage your Amazon SEO? Chief Marketplace Officer’s team of experts are available to help sellers like you become an A-player in Amazon. Reach out here or book a zoom call today. With the right strategy, your products can rank higher, get more clicks, and make more sales. Start optimizing today and watch your business grow with CMO !
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