How To Sell Your Products on Amazon (Without Wasting Months)

You’d think getting listed on the world’s biggest marketplace would be simple.

After all, Amazon is built to let anyone sell.

But between conflicting advice, endless dropdowns, account verifications, random rejections, and silence from support—you quickly realize that just opening an account is the easy part.

The real challenge?

Getting noticed. Staying compliant. Scaling profitably.

And doing it all without wasting three months figuring out basics you should’ve known up front.

This guide is written to fix that.

Whether you’re a startup launching your first SKU, or an international brand looking to break into the U.S. market, this is your end-to-end playbook.

Let’s get into it.

P.S. If you want to sell on Amazon without building the backend from scratch, schedule a free strategy call. We handle everything from retail setup to logistics, so you don’t have to.

1. Getting Into Amazon: What’s at Stake

Amazon isn’t just the biggest online retailer in the U.S.—it is the internet’s default storefront. Over 60% of product searches start on Amazon, not Google. That means if you’re not listed here, you’re invisible to a huge chunk of potential customers.

Even better:

• You don’t need retail buyers to approve you.
• You don’t need physical store space.
• And you don’t need to convince Amazon to give you shelf space first.

Anyone can start. And unlike traditional retail, your growth is visible—real-time sales, reviews, customer feedback. Amazon doesn’t just sell products—it builds brands.

Why Brands Try and Fail

Still, most new sellers never make it past the first six months. Not because their product was bad. But because:

• Their account setup was botched.
• They misunderstood fulfillment or fees.
• They weren’t ready to scale when things actually worked.

Amazon is brutal if you’re unprepared. It doesn’t explain its rules twice.

Late shipments, wrong documents, or poor metrics can get your listing suspended without warning.

What This Guide Delivers

This isn’t a generic “how to sell online” walkthrough.

It’s a tactical, step-by-step system built from real seller experiences. You’ll learn:

• How to choose the right Amazon model (Seller Central vs Vendor Central)
• What you need to set up your account without delays
• How to avoid common rookie mistakes around UPCs, FBA, fees, and fulfillment
• What to expect (and prepare for) after launch—costs, logistics, and growth

Next, we break down how Amazon actually works—so you don’t waste time picking the wrong path from day one.

2. How Amazon Works (So You Don’t Waste Time)

Before you start uploading your logo or thinking about Prime badges, stop.

You need to decide what kind of Amazon seller you will be. Because there are two very different paths—Seller Central and Vendor Central—and only one of them is open to you.

Let’s break them down.

Seller Central vs Vendor Central

Seller Central (Third-Party Seller – “3P”)

This is the default route. You create a seller account, list your products, and sell directly to Amazon customers. Over 60% of all products sold on Amazon come from sellers like this.

You control:

• Your pricing
• Your listings
• Your inventory

You get paid every two weeks, minus Amazon’s cut.

Vendor Central (First-Party Seller – “1P”)

In this model, you’re a wholesaler. You sell to Amazon, and they resell to customers. It’s invite-only—you can’t apply. Amazon reaches out if they see strong performance from your brand.

Your products appear as: “Ships from and sold by Amazon.com”

Pros: Prestige, easier buy-box dominance.

Cons: You lose pricing control. Payment terms are slower (net 60–90), and Amazon may demand discounts, chargebacks, and strict compliance.

Our tip? Start with Seller Central. You can build demand and get invited to Vendor Central later, if it even makes sense for your margins.

(Notably, many features once exclusive to vendors – like A+ content, Brand Analytics, and Amazon Vine reviews – are now available to third-party sellers who enroll in Brand Registry, reducing the urgency to become a vendor in many cases.)

Fulfillment Options: FBA vs FBM

Once you’re in Seller Central, the next decision is how orders will be fulfilled:

Fulfilled by Amazon (FBA)

You send inventory to Amazon’s warehouses. They handle shipping, customer service, and returns.

• Fastest way to get the Prime badge
• Boosts trust and conversion rate
• Comes with storage and fulfillment fees

Fulfilled by Merchant (FBM)

You keep inventory and ship each order yourself. You handle all customer support.

• Lower fees if you already have logistics in place
• Better for oversized or low-margin items
• Requires reliable, fast shipping and tracking

Most sellers use FBA for core SKUs and FBM for edge cases (like oversized goods or seasonal promos).

Tools & Platforms You’ll Use

Once your account is active, here’s what you’ll spend most of your time inside:

Amazon Seller Central

Your main dashboard. You’ll list products, track orders, monitor account health, and message buyers here.

Brand Registry (Optional, but Recommended) If you own a trademark, enroll in this free program. It unlocks:

• A+ Content (visual storytelling)
• Brand Analytics (real search data)
• Brand protection tools

Fulfillment Tools (for FBA)

If you use FBA, you’ll use the FBA shipment creator inside Seller Central to label, prep, and send stock to Amazon warehouses.

Advertising Console

Optional but powerful. Run pay-per-click campaigns to push your product to the top of search results.

At this point, most sellers get excited and start rushing to upload products. But Amazon will quickly punish anything sloppy.

Before you go live, let’s talk about the most important part: Are you actually retail-ready?

3. Are You Retail-Ready? (Cut the Guesswork)

Just because you can list a product on Amazon doesn’t mean you should—yet.

Amazon won’t give you feedback. It won’t tell you your margins are too tight, your product looks sketchy, or your packaging will get you suspended.

You need to run that audit yourself. Here’s how.

Product-Market Fit: Would This Even Sell on Amazon?

Look at the listings already live in your category.

• Is your product better, cheaper, or clearly differentiated?
• Do similar items have thousands of reviews… or tumbleweeds?
• Are customers complaining about something you’ve solved?

If you’re selling yet another generic item (yoga mat, garlic press, black T-shirt), you’ll need:

• Better design
• Stronger branding
• A compelling angle (e.g. eco-friendly, premium, multipack, etc.)

Use Jungle Scout, Helium 10, or even plain old Amazon search to assess demand. Search your product keyword and scan the Buy Box winner, reviews, and sponsored placements.

See what’s ranking, and ask yourself:Why would Amazon need another version of this?

If you can’t answer that, stop and rethink.

Margins & Pricing: Will Your Numbers Survive Retail Math?

Amazon takes a cut—and it’s bigger than most realize:

Fee Type	Typical Amount
Seller Plan (Professional)	$39.99/month flat fee
Referral Fee	~15% of sale price (varies by category)
Fulfilled by Amazon (FBA)	$3–$6 per unit for standard-size items
FBA Storage	$0.75–$2.40 per cubic ft/month depending on season
Fulfilled by Merchant	You handle shipping costs + Amazon charges referral fee
Ads (Optional)	$0.50–$2.00 per click for Sponsored Products

Estimate your true landed cost per unit, then subtract all fees. If you can’t still profit at a competitive retail price, you’re not ready. Factor in:

• Production and packaging
• Shipping to Amazon (for FBA)
• Advertising (if needed to gain visibility)
• Refund handling and returns
• Price drops or promotions

Many sellers don’t realize until it’s too late: a $20 product may only net $6–$8 after all fees. Make sure your COGS (cost of goods sold) leaves enough room for profit and ads.

Ops & Compliance Capacity: Can You Scale?

Amazon doesn’t give grace periods. It expects:

• On-time delivery
• Valid tracking
• Accurate inventory
• Customer messages answered within 24 hours
• Zero tolerance for policy violations

If you're going FBA, can you consistently prep, label, and ship to their warehouses?

If FBM, can you ship same-day and handle returns professionally?

Even early on, you’re competing with brands running ERP systems, automated tracking, and dedicated logistics teams. Your backend needs to be tight, even if it’s just you.

Retail-Readiness Checklist

Here’s your quick gut-check before moving forward:

✅ Product has clear demand and differentiation
✅ You’ve calculated a healthy net margin after all Amazon fees
✅ Your pricing is competitive without racing to the bottom
✅ You’re ready to ship consistently (either FBA prep or FBM ops)
✅ You have real reviews, testimonials, or velocity elsewhere (DTC, retail, social)
✅ You’re prepared to handle customer support, returns, and compliance

If even one of these is shaky, pause here and fix it.

Because once you hit "list," the clock starts ticking—and your Amazon performance history becomes part of your brand.

P.S. If you need help setting up your backend operations or ideally like to focus on the product & marketing while a reliable partner handles your day-to-day operations, schedule a quick strategy call with us to gain clarity.

Next: let’s get your foundation locked down so Amazon doesn’t flag or freeze your account on day one.

4. Lock Down the Foundations (Before You Ever Apply)

Amazon might look like a “start-anywhere” platform—but behind the scenes, it runs like a strict retail machine. If your documents are messy or your identifiers don’t match, Amazon won’t warn you. It’ll just reject, suspend, or delay you.

Before you upload a single product, you need your back office in order. Here’s what that looks like.

Legal Setup: U.S. Entity, EIN, DUNS

Even if you're not based in the U.S., Amazon expects legitimate business documentation that aligns across all fields.

At a minimum, you’ll need:

A legal business name

• (Can be your LLC, corporation, or registered sole prop)

An EIN (Employer Identification Number)

• Required for tax identity and account creation

A DUNS Number

• Optional, but often useful if applying for Brand Registry or external financing

Tip: If you’re a foreign seller, you can register without a U.S. company—but it’s harder. U.S. entities simplify payments, tax forms, insurance, and future retail expansion.

Barcodes & Product IDs: GS1, GTINs, UPCs

To list products on Amazon, you need a valid GTIN—usually a UPC barcode.

Here’s what matters:

• Buy UPCs from GS1, not random resellers. Amazon validates your barcode against GS1’s database. If it doesn’t match your brand, listings can be suppressed or removed.
• If your product doesn’t have a barcode (e.g. handmade, bundles), apply for a GTIN exemption—but this takes time and is category-limited.

Each SKU you sell needs its own unique product ID. If you're launching multiple colors, sizes, or packs, each variation must have its own barcode.

Retail-Ready Packaging

Amazon doesn’t just care what’s inside the box. It cares about:

• Labeling: Each unit must be scannable (FNSKU for FBA, UPC for FBM).
• Durability: No broken bottles, bent corners, or spill risks.
• Tamper-evidence and safety: Especially for food, supplements, cosmetics.
• Customer unboxing experience: You’ll get reviews on packaging quality—good and bad.

Check Amazon’s Prep and Packaging Requirements carefully. It varies by category, and violations trigger fees, delays, or warehouse rejection.

Product Liability Insurance & Docs

Starting from $10,000/month in sales, Amazon requires liability insurance. But even before that, it’s smart to have it in place, especially in categories like food, baby products, fitness, or electronics.

What you’ll need:

• A Certificate of Insurance (COI) listing Amazon as additional insured
• Valid policy from a U.S.-licensed insurer
• Coverage of at least $1M per occurrence

Other important documents:

• W-9 (for U.S. businesses) or W-8BEN (for foreign sellers)
• Bank verification docs (matching your account name and entity)
• Utility bill or business license for address verification

Get this stage wrong, and your Amazon journey ends before it begins.

Get it right, and the rest of the setup flows smoothly.

Next: how to build a pitch that doesn’t just look nice—but actually gets read by buyers and algorithms alike.

5. Build a Pitch That Gets Read (Not Ignored)

No one at Amazon is waiting for your product.

Even if your numbers are great and your product is retail-ready, it still needs to look the part—visually, strategically, and credibly. This is where most sellers phone it in. Don’t be one of them.

Here’s how to build a pitch that doesn’t just get opened—but moves the needle.

Sell Sheet Essentials: The 1-Pager That Opens Doors

Think of a sell sheet like your brand’s elevator pitch on paper (or PDF). It’s what you send when someone says, “Tell me about your product.”

What to include:

• Product name, image, and tagline
• Key features and differentiators
• Suggested retail price + wholesale cost (if relevant)
• Top performance metrics (DTC sales, reviews, press mentions)
• Contact info and ordering instructions

Pro tip: Keep it clean and visual—one page, not five. No walls of text.

This document often decides whether a buyer even reads the rest.

Retail Deck or Catalog: Visual, Simple, Scalable

If you have multiple products or variations, you’ll want a short deck or digital catalog. This isn’t a pitch to investors—it’s for category managers and brand reps.

Structure it like this:

1. Intro Slide: Brand story and positioning
2. Product Pages: One page per SKU or category
3. Operations Slide: Proof you can deliver (logistics, warehouse, EDI-ready)
4. Testimonials / Reviews: Real social proof
5. Contact Slide: Clear next steps and availability

Use high-res photos, bullet-point specs, and consistent formatting. Don’t clutter it with fluff.

Samples & Proof of Demand

Amazon’s algorithm doesn’t care about your story - it wants velocity, reviews, and return rates.

But buyers and accelerator programs do care about traction.

So include:

• Amazon stats: Sales rank, review count, star rating
• Shopify/DTC growth: Monthly order volume, repeat customer rate
• Retail history: If you’ve sold in boutiques, stores, or other online channels
• Testimonials: Especially if from influencers or verified customers

Got press mentions? Awards? TikTok virality? Bring them in. This isn't bragging—it's reassurance.

Packaging, Promo Plan, and More

If you’re applying for Vendor Central or an Amazon Accelerator program, you may be asked:

• What promotions you plan to run (Prime Day? Coupons? Subscribe & Save?)
• What your packaging looks like on the shelf
• How you’ll support sell-through (ads, influencers, reviews, etc.)

Have your answers ready - even better, include them in your pitch materials.

6. Submit Your Application (and Actually Get Noticed)

Now that you’ve got your pitch locked in, it’s time to actually submit your product to Amazon.

If you're going the Seller Central route, this step is technically just “creating a listing.” But if you're aiming for Vendor Central, an accelerator program, or working with a category manager, this step becomes a formal application, and how you do it matters.

Let’s walk through both paths.

Where and How to Apply

For Seller Central (Third-Party Seller):

• Go to sellercentral.amazon.com
• Choose a Professional account if you plan to sell more than 40 units/month
• Upload your documents (ID, utility bill, EIN, bank info, etc.)
• Expect a short video verification interview with Amazon

This is the most direct path. Once approved, you can list products immediately.

For Vendor Central (First-Party Vendor):

• You can’t apply.
• Amazon must invite you based on your sales history or category relevance.

That said, you can still aim to catch their attention:

• Through high-performing listings on Seller Central
• By participating in Amazon Launchpad, Amazon Accelerator, or Open Calls (occasional events for new brands)

You can also network your way in—more on that in Section 7.

What You’ll Need: Field-by-Field Walkthrough

When creating a product listing inside Seller Central, you’ll be asked for:

• Product title: Follow Amazon’s character and keyword rules
• Images: 1000x1000 minimum, white background for main image
• Brand name: Must match what’s registered (especially if in Brand Registry)
• GTIN / UPC: One per variation
• Bullet points: 5 short lines that sell features/benefits
• Full description: Can be enhanced with A+ Content (if Brand Registered)
• Search keywords: Backend terms to help discoverability
• Price: Make sure it survives the referral fee and FBA costs
• Inventory count and fulfillment method (FBA or FBM)

⚠️ Categories like supplements, cosmetics, and toys may require additional approvals or documentation—always check category-specific requirements.

What Happens After: Silence, Approvals, or the Loop of Doom

Once submitted:

• Best case: Your listing goes live within 15–30 minutes (FBM) or after inventory reaches Amazon (FBA)
• Normal case: Your listing is created, but Amazon flags something—UPC mismatch, brand name conflict, category restriction
• Worst case: You get suspended before you sell a unit (usually due to ID/document issues or listing policy violations)

If your listing is inactive or “suppressed,” Seller Central will show the reason, but it won’t tell you how to fix it clearly. Use Amazon Seller forums or Seller Support to investigate.

Don’t panic if nothing happens immediately. Even great products can take weeks to gain visibility, especially without ads or reviews.

You’ve applied. You’re in the system. Now what?

If you're not hearing back—or if you're trying to get into Vendor Central, Launchpad, or a special program—Section 7 is where we go off-script and talk about how to actually reach a buyer.

7. Reach the Buyer (Even If the Portal Doesn’t Work)

Amazon makes it easy to start selling. But getting noticed? That’s a different game.

If you’re applying to a vendor program, pitching through an accelerator, or trying to get into a curated category, you’ll quickly realize the online portal alone won’t cut it.

Buyers are flooded with pitches. The average category manager at a major retailer sees hundreds of submissions. Most get ignored.

If you want to stand out, you’ll need to go beyond the default path and actually reach the humans behind the algorithm.

Who to Contact: Category Managers, Assistants, Brokers

Let’s break down the key roles:

• Category Managers: These are the decision-makers for Vendor Central invites, product inclusion in curated collections, and cross-category expansion.
• Brand Specialists / Vendor Managers: They often support Vendor Central accounts or scout promising 3P sellers for Amazon's 1P programs.
• Retail Brokers: External agents who already have relationships with Amazon buyers. They’re not cheap, but they can get your product in front of the right person faster—especially if you're international.

If you’re just launching, your best bet is often a Launchpad program manager, a Buyer Assistant, or a Retail Onboarding rep—not the manager themselves.

How to Find Them: LinkedIn, Trade Shows, Forums

LinkedIn is your best friend.

• Search for job titles like:
  • "Amazon Category Manager – Beauty"
  • "Vendor Manager – Amazon Grocery"
  • "Launchpad Account Specialist"

Use filters by company (Amazon) and region (Seattle, New York, London).

Then engage:

• Comment on relevant posts
• Send a personalized connection request (not a pitch yet)
• Follow up with a brief, well-targeted message

Other places to connect:

• Retail trade shows (especially if Amazon has a booth or buyer panel)
• Amazon Accelerate and Amazon Small Business Academy events
• Supplier forums and LinkedIn groups related to your product category

Tip: When you make first contact, don’t open with “I want to be a vendor.”

Open with proof of performance: “We’re doing 3,000 units/month on DTC, seeing 40% MoM growth, and customers are already asking for Prime shipping.”

What to Send and Say: Cold Outreach That Lands

Here’s a template that works (especially for Launchpad or category buyer contact):

Subject: Fast-Growing [Product Type] Brand – Exploring Fit with Amazon

Hi [Name],

I’m the founder of [Brand], and we’ve seen strong early traction with [product type].

• 3,200 units/month via DTC
• 4.9★ average reviews
• Featured in [press or awards if any]

Our customers are asking for Amazon Prime availability, and we’d love to explore a potential fit—whether via Launchpad, Vendor, or Marketplace amplification.

Happy to share samples, our retail deck, and operational setup (FBA-ready).

Let me know if this is relevant—or if there’s someone else on your team we should speak with.

Thanks,

[Your Name]
[Email + LinkedIn + Website]

Short. Clear. Metrics-led.

Don’t just say you want to be on Amazon. Show them why Amazon should want you.

If the buyer doesn’t respond right away, don’t panic. Most good conversations start after the second or third follow-up, especially if you keep providing value (like updates on growth, awards, or media coverage).

Next up: what this all costs—because fees, cash flow, and sample prep will sneak up fast if you don’t budget smart.

8. Timeline & Costs: No Surprises

If you’re going through Seller Central, your timeline looks roughly like this:

Step	Timeframe
Account registration & verification	2–14 days (depending on documents & ID match)
Listing creation	Immediate (once verified)
Inventory prep + FBA shipping	5–10 days (longer if split across warehouses)
Product live & discoverable	2–3 weeks from day one

For Vendor Central or accelerator programs, onboarding can take 2–6 months, including:

• Line review cycles
• Vendor negotiations
• EDI testing
• Labeling and packaging approvals

Hidden Costs That Catch Sellers Off Guard

1. EDI & System Setup (Vendor Central)

If Amazon invites you to Vendor Central, you’ll need to:

• Configure EDI (Electronic Data Interchange) ← we've got you covered

• Comply with Amazon’s ASN (Advance Shipping Notice), invoicing, and barcode standards

This often requires hiring a developer or third-party service to avoid chargebacks.

2. Labeling & Prep Fees (FBA)

Amazon charges:

• $0.55–$1.00/unit if you ask them to label your inventory
• Additional fees for bagging, bubble wrapping, etc.

3. Chargebacks

For Vendor Central, chargebacks are common and painful:

• Late shipments
• Inaccurate carton labels
• Damaged goods

These can eat 5–15% of your revenue if unmanaged.

4. Returns & Refund Fees

Amazon deducts a portion of the sale even if the product is returned. For FBA, they also charge a return processing fee for certain categories.

5. Customer Support (FBM)

If you fulfill orders yourself, you’ll need to handle:

• 24/7 messaging
• Return labels
• Refunds and replacements

Get this wrong, and your seller rating tanks.

Cash Flow Planning: Don’t Run Out Too Soon

Amazon pays you every 2 weeks—but that’s after your product is sold and delivered. Meanwhile, your cash is tied up in:

• Inventory production
• Shipping and import fees
• FBA prep and labeling
• Amazon ad spend (PPC is billed immediately)

For Vendor Central, it’s even slower:

Amazon might pay you net 30–90 days, and often deduct 2–10% for early payment discounts.

Plan to float 2–3 months of expenses without relying on revenue coming back right away. That’s your breathing room.

Sample Cost Breakdown Table

Here’s a sample of what launching one product via FBA could cost:

Item	Estimated Cost (per SKU)
Amazon Pro Seller Fee	$39.99/month
UPC from GS1	~$30 (or more, yearly)
Inventory (100 units)	$2,000 (at $20/unit COGS)
FBA Prep & Shipping	$200–$500
FBA Fulfillment Fees	~$300 (100 x $3 avg)
Packaging Materials	$100
Initial PPC Campaign	$300–$1,000
Brand Registry (TM cost)	~$350–$750 (once)

Total upfront investment: ~$3,500–$5,000 for a modest launch

Get this part wrong, and you’ll stall before reviews even roll in. Get it right, and you’ll be able to scale with eyes open and cash in reserve.

Now, let’s talk about what to actually do once you’re in.

9. You’re In: Now What?

You’ve got your listing live. Inventory’s checked in. Orders start trickling in.

But don’t get comfortable.

This is where most sellers mess up—by thinking their job is done once the product page is published. In reality, Amazon is just starting to grade you. From here on out, your performance data becomes your reputation.

Here’s what running a compliant, high-performing Amazon operation actually looks like.

EDI & System Integration (Vendor Central)

If you’re on Vendor Central, you’ll need to comply with Amazon’s EDI protocols—this isn’t optional.

Amazon expects:

• ASNs (Advance Shipping Notices) for every shipment
• EDI Invoices sent in specific formats
• Labeling compliance on every carton (GS1-128 or Amazon-compliant)

Failure to comply means:

• Chargebacks (for late or wrong info)
• Vendor suspension
• Endless email loops with Amazon support

Most brands use a middleware platform or an EDI service provider to stay clean here. It’s worth every dollar.

Logistics & Fulfillment: Direct-to-Store vs Warehouse Delivery

For FBA sellers, fulfillment is handled by Amazon—but you still control:

• Inventory forecasting (so you don’t stock out)
• Shipment creation and routing (Amazon might split it across 2–4 warehouses)
• Labeling (FNSKU barcodes required per unit)

For Vendor Central, you’re responsible for shipping to:

• Amazon Fulfillment Centers
• Or Direct-to-Store, depending on your terms

Miss a delivery window or send damaged units? Expect fines.

Want to scale? You’ll need an internal system—or ERP—that keeps your inventory, shipments, and order data synchronized with Amazon’s systems.

CrossBridge manages the entire backend for fast-growing product businesses—so your team can focus on launching products and growing the brand, not getting buried in logistics and compliance.

It’s a full A-to-Z service, built to be cost-effective and scalable.

Want to see how it fits your business? Schedule a 15-minute strategy call.

Retail Pricing & Promotions

If you’re in Seller Central, you control your price—but Amazon still watches:

• MAP (Minimum Advertised Price) enforcement: If your product is undercut elsewhere, Amazon might price match or suppress Buy Box eligibility.
• Promotions: Lightning Deals, Coupons, and Prime Day offers can drive volume—but they eat margin. Run them wisely.

If you’re in Vendor Central, Amazon sets the price, and you’ll have to negotiate for promotional placement.

Scorecards & Compliance Metrics

Amazon evaluates sellers on cold, hard numbers:

• Order Defect Rate (target: <1%)
• Late Shipment Rate (target: <4%)
• Valid Tracking Rate (target: >95%)
• Customer Response Time (within 24 hours)

You miss those thresholds, and Amazon won’t ask questions. They’ll just suppress your listings or deactivate your account.

For vendors, it’s even more intense:

• PO On-Time Accuracy
• Carton Label Accuracy
• ASN Timeliness

Stay ahead of these. Download your scorecard weekly and address any issues before Amazon flags them.

10. Got Rejected? Here’s What to Do

Didn’t get in? Got ghosted after applying? Or maybe Amazon flat-out rejected your listing?

It’s common—and fixable.

Common Reasons for Rejection

• Missing or mismatched documents (UPC doesn’t match brand, ID issues)
• Unclear product-market fit (no demand, crowded category)
• Weak listing (low-quality images, missing bullets, pricing gaps)
• Operations not ready (no FBA prep, no inventory, poor shipping record)

Fix It and Reapply

Before you try again:

• Tighten your sell sheet and product photos
• Double-check your barcodes and documentation
• Address the compliance gaps flagged by Amazon (they usually tell you why it was suppressed or rejected)

Sometimes, all it takes is a GS1-verified UPC or updated proof of identity to fix the block.

Alternate Entry Points

If Seller Central isn’t working:

• Try selling FBM while you get FBA-ready
• Use Launchpad, Amazon Small Business Academy, or regional accelerator programs
• Partner with a retail broker who already has a Vendor Central connection

Don’t give up after one try—many brands enter through a side door.

11. FAQ: Common Amazon Seller Questions, Answered

“Can I apply without a U.S. company?”

Yes, but it’s harder.

Amazon allows international sellers from certain approved countries to sell on its platform. However, you’ll need to:

• Submit additional identity documents (passport, bank statement, utility bill)
• Use a bank account that supports USD ACH transfers (services like Payoneer or Wise often help)
• Complete a W-8BEN form (for non-U.S. tax withholding)

That said, having a U.S. entity (LLC or Corp) makes things easier across the board, especially for Brand Registry, insurance, warehousing, and local compliance.

“What if I manufacture overseas?”

That’s fine—Amazon doesn’t require domestic manufacturing. But you do need to:

• Ensure import duties are cleared and FDA/USDA/CPSC compliance is met if required (especially for food, supplements, toys, electronics)
• Package and label units according to FBA requirements
• Ship to Amazon’s U.S. warehouses (either directly or via a U.S.-based prep/3PL provider)

Tip: Many sellers use a 3PL in the U.S. to receive and prep goods before sending them to Amazon FBA.

“How do I get UPCs? Can’t I just buy cheap ones online?”

You can, but you shouldn’t.

Amazon now cross-checks UPCs against GS1, the global barcode registry. If your UPC doesn’t match the brand name registered with GS1, your listing may be suppressed.

• Go to www.gs1.org
• Register your brand and buy a legitimate GS1 prefix
• Assign UPCs for each product/variation

Yes, GS1 barcodes cost more—but it’s the only safe route if you plan to scale or enter Vendor Central later.

“What if I can’t fulfill a big order yet?”

If you’re using FBA, Amazon handles shipping and order volume. You just need to make sure inventory is in stock at their warehouse.

If you’re using FBM, you’re expected to ship orders within 1–2 business days. If you can’t meet those timelines, your account health will take a hit.

Options if you’re still scaling:

• Start with limited stock and slowly increase inventory
• Use a U.S.-based fulfillment partner until you're FBA-ready
• Consider FBA Small and Light for lighter, lower-cost products with limited risk

“Can I apply again if rejected once?”

Absolutely.

In most cases, Amazon rejections are document or compliance-related, not a permanent blacklist.

Steps to reapply:

1. Fix what triggered the rejection (UPC, brand mismatch, blurry ID, missing insurance, etc.)
2. Rebuild the listing or seller account from scratch (if suspended)
3. If appealing a rejection, use Seller Central’s “Appeal” button with new documents and a clear explanation

Bonus tip: Use a different email if you’re creating a new account from scratch—but never create multiple accounts without Amazon’s permission.

“What’s the difference between Amazon Brand Registry and a trademark?”

Brand Registry is Amazon’s internal program to verify and protect brands.

To join, you need a pending or registered trademark with the USPTO (United States Patent and Trademark Office) or equivalent IP agency.

• Trademarks are filed with the government
• Brand Registry is filed with Amazon

Once enrolled, you unlock:

• A+ Content (rich product descriptions)
• Brand Analytics (search terms, competitor data)
• Protection from hijackers who try to change your listings

If you plan to build a serious brand on Amazon, trademark + Brand Registry is essential.

“How do I get my first reviews?”

Amazon is strict about review manipulation, but here are safe ways to get early feedback:

• Enroll in Amazon Vine (available to Brand Registered sellers)
• Ask customers via Follow-Up Emails (auto-sent through Seller Central or tools like FeedbackWhiz)
• Add package inserts requesting honest reviews (without offering rewards)
• Offer great post-purchase support to earn natural reviews

Do not pay for fake reviews or ask friends/family to leave reviews from connected IP addresses—Amazon will flag this quickly.

“How do I calculate profitability with all these fees?”

Use Amazon’s Revenue Calculator to estimate net margins:

• Input product price
• Select FBA vs FBM
• Include storage costs, shipping to FBA, manufacturing COGS
• Add in estimated PPC ad spend (even $0.50–$1/click can impact ROI)

Make sure you’re clearing at least 25–30% margin after all costs—anything less becomes unsustainable once you scale or run promos.

“Do I need product liability insurance even as a small seller?”

Yes, once you hit $10,000/month in sales, Amazon requires proof of coverage.

But in some categories (baby, health, electronics), having it early is smart regardless of sales volume.

• Minimum coverage: $1M per occurrence
• Must list Amazon as additional insured
• Must be from a U.S.-licensed insurer

Some services like Next Insurance, Hiscox, or Thimble cater to small e-commerce sellers.

For more, check out Amazon’s official FAQ page.

12. Need a Partner That’s Done This Before?

At CrossBridge, we don’t just help you “set up a Seller Central account.”

We run the infrastructure that supports your entire Amazon operation—from onboarding and listing to warehouse flow and system integration.

We handle:

• EDI setup, testing, and issue resolution (ASNs, labels, chargebacks)
• ERP systems already built for Amazon workflows
• Inventory, warehouse, and FBA prep coordination
• U.S. company formation, and accounting, and tax compliance
• Ongoing ops support - so your listings stay live, your shipments arrive clean, and your metrics stay green

Most of our clients don’t build from scratch. We plug them into a system that already works, tailored to Amazon’s rules, so they can focus on growing the brand, not fighting account suspensions and late shipments.

If you're serious about expanding into Amazon—or want to find out if you’re ready—schedule a free strategy call.

We’ll walk you through the cleanest, most sustainable path from setup to sell-through.