Lyla Lindsey
Amazon Australia, launched in 2018, is a growing marketplace with over 20 categories open to sellers. To start selling on Amazon Australia, you must first register as a seller and create an Australia account. You can then create product listings in Seller Central, which include a product identifier such as GTIN, UPC, ISBN, or EAN to specify the exact item being sold. When pricing your products, you should consider Amazon's fees, shipping costs, and the cost of goods. You can then choose to fulfil your orders yourself or use Fulfillment by Amazon (FBA) to handle local logistics and delivery. To grow your sales, you can use various tools and programs offered by Amazon, such as Amazon Vine, and implement marketing strategies such as product bundling and ecommerce marketing campaigns. Additionally, you can join the Amazon Associates Program to monetize your traffic and earn commissions from qualifying purchases.
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What You'll Learn
How to become an Amazon seller in Australia
Amazon Australia, launched in 2018, is a growing marketplace with over 20 categories open to sellers. To become an Amazon seller in Australia, you need to follow a few steps. Firstly, you must decide whether to become an Amazon individual seller or a professional seller. Then, you need to create a seller account with your business email. If you already sell on Amazon.com, you will need to create a new account for selling in Australia, as linked accounts are not currently offered.
Next, you will need to provide credit card information and a tax ID. It is important that your credit card is internationally chargeable, or Amazon will terminate your registration. You will also need to complete identity verification to become successfully registered.
Once registered, you can start creating product listings in Seller Central. A product listing includes a product identifier, such as GTIN, UPC, ISBN, or EAN, to specify the exact item being sold. You can also use the Build International Listings tool to cross-list your products in the Amazon Australia store. When creating your listings, it is important to pay attention to pricing. Typically, lower-priced goods in the $10-$50 range tend to work well for online sales. You will also need to bear in mind Amazon's fees, shipping costs, and any relevant taxes, such as GST, to protect your profit margin.
To grow your business, you can use various strategies, such as product bundling, negotiating discounts with suppliers, maximising exposure through advertising, and generating customer reviews.
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Understanding Amazon's fees and shipping costs
Amazon Australia has two selling plans: an Individual plan and a Professional selling plan. The Individual plan applies per item sold, while the Professional plan has a monthly fee. The Professional plan is right for you if you plan to sell more than 40 items per month.
Referral fees are charged on top of the selling plan fees. These vary by product category but are generally between 6% and 15% of the total sales price. Media products incur an additional $1 fixed charge, known as a closing fee. If you decide to refund a customer, Amazon will return the referral fee minus the refund administration fee.
Amazon Australia also charges a monthly subscription fee of $49.95 per month, excluding GST. New sellers get a 50% discount for the first two months, paying only $24.98 plus GST.
If you use Fulfillment by Amazon (FBA), Multi-Channel Fulfillment, or Amazon Easy Ship, you will incur additional shipping costs. The cost to ship orders depends on the number of items, item type, weight, and volume of all the items in the cart. Amazon provides a suite of solutions for sellers who want to ship orders directly to customers, called Fulfilled by Merchant, and offers a network of vetted providers for global shipping with discounted rates.
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How to use Amazon to grow your brand
If you're looking to use Amazon to grow your brand, there are several strategies you can employ. Here are some key steps to help you get started:
Enroll in Amazon Brand Registry:
Amazon Brand Registry is a free program that offers tools to protect and grow your brand, even if you don't sell on Amazon. It helps you safeguard your intellectual property, detect and report IP infringement, and access brand-marketing tools. Enrolling in the Brand Registry also allows you to improve your product listings with enhanced images, videos, and product comparison charts, as well as build trust through high-quality product reviews.
Understand Your Buyer Persona:
Knowing your target audience is crucial. Research shows that an increasing number of consumers value sustainability and global citizenship. Align your brand with these values and express them through your media assets. Utilise Amazon's A+ content feature to showcase your brand story and product features using rich text and images on the Amazon detail page.
Utilise Amazon Ads and PPC:
Amazon Ads provides access to Creative assets and services, allowing you to hire trusted agencies to create high-quality content. Combine this with a solid PPC (Pay-Per-Click) strategy to increase brand awareness and drive traffic to your listings. Paid assets will help you reach new customers and retain old ones, ensuring your brand stays top-of-mind.
Optimize Your Product Listings:
Ensure your product listings are accurate and eye-catching. Use high-quality images, videos, and detailed descriptions to engage potential customers. Fix any poor listings and consider using Amazon Sponsored Product Ads to promote your items.
Expand Your Reach:
Take advantage of Amazon's global reach to expand your customer base. With Amazon Global Selling, you can sell to customers in Australia and other international markets. Utilise programs like Fulfillment by Amazon (FBA) to handle logistics and shipping, making it easier to reach international buyers.
Price Your Products Competitively:
Consider using an Amazon repricer to ensure your inventory is priced competitively. Lower-priced goods, typically in the range of $10-$50, tend to work well for online sales as they encourage impulse purchases without sacrificing profit margins.
By following these steps and utilizing the tools and resources provided by Amazon, you can effectively grow your brand and reach a wider audience.
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Amazon's product categories and restrictions
Amazon Australia has over 20 product categories to choose from, including Fragrance, Skincare, Makeup, Hair Care, Bath & Shower, Health & Personal Care, and Entertainment Collectibles.
Some categories are open to all sellers, while others require a Professional seller account, approval to sell, or cannot be sold by third-party sellers. To sell branded products protected by copyright, trademark, or patent, you must be the legal owner of the brand or an authorized reseller.
Amazon has restricted certain categories and products to protect shoppers and provide them with a great shopping experience, reducing the risk of counterfeit goods and maintaining its reputation. These restricted categories include "lock picking and theft devices," with blank keys being the only permitted item, and "Dietary Supplements," which contain a detailed compliance checklist and a list of prohibited products.
To sell in a restricted category, you may need to pay additional fees, submit to performance checks, and meet other qualifications. For example, to sell in the Entertainment Collectibles category, you must send an email to Amazon, and for "Fine Art," you must have been in the business of selling fine art for a minimum of three years and have a significant online presence.
If you decide to sell a product that requires approval from Amazon, you can apply via Seller Central by using the Add a Product tool to find the item and request approval. Once you've completed the necessary details, Amazon will assess your application and respond with approval or rejection.
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Amazon's tools to help you sell
Amazon provides a range of tools to help you sell your products and grow your business. Here are some of the key tools and their benefits:
Seller Central
Seller Central is a comprehensive hub for Amazon sellers. Through Seller Central, you can manage your inventory, update pricing, communicate with buyers, review account health, and add new products. You can also access various tools and resources to help you sell globally, such as the Sell Globally dashboard and Marketplace Product Guidance. Additionally, Seller Central allows you to monitor customer reviews, which can benefit both customers and sellers.
Amazon Seller App
The Amazon Seller app is a mobile application that enables you to manage your business on the go. You can easily handle daily tasks, receive news and alerts, and stay connected to your business from anywhere.
Fulfillment by Amazon (FBA)
FBA simplifies the selling process by taking care of local logistics and delivery. Amazon handles the storage, packing, and shipping of customer orders, allowing you to focus on other aspects of your business. FBA also provides a summarized view of your sales, shipments, and inventory through the FBA Inventory dashboard.
Amazon Vine
Amazon Vine is a program that helps generate high-quality customer reviews. Customer reviews can increase brand loyalty and drive repeat sales.
Sponsored Ads
Amazon offers sponsored ads tools to help increase the visibility of your products. These tools can help spread the word about your offerings and attract more customers.
A+ Content
A+ Content allows you to enhance your product detail pages with rich media, including videos, images, banners, and advanced text formatting. This can elevate your product listings and improve the customer experience.
Product Opportunity Explorer
This tool provides valuable insights into customer search patterns, product demand, and profitable niches. It helps you make informed decisions about what products to sell and identify top product opportunities.
Manage Your Compliance and Compliance Reference Tools
These tools assist you in navigating product requirements and regulations in different markets, ensuring that your products comply with safety and listing standards in countries like Australia.
Helium 10
Helium 10 is a third-party software solution specifically designed for Amazon sellers. It offers a comprehensive suite of tools to help you identify profitable products, optimize your listings, automate tasks, and maximize revenue. With keyword research, listing optimization, and review solicitation features, Helium 10 can streamline your selling experience.
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Frequently asked questions
To start selling on Amazon Australia, you must first create a seller account. If you already sell on Amazon.com, you can create an Australia account using your Sell Globally dashboard in Seller Central. If you're new to Amazon, you'll need to create a North America and Brazil unified account first. You'll also need to provide credit card information and a Tax ID. Once you've created your account, you can list your products and start selling.
There are over 20 categories available to sellers on Amazon Australia, including Health & Personal Care, Fragrance, Skincare, Makeup, Hair Care, and Bath & Shower. Some categories are open to all sellers, while others require a Professional seller account or approval to sell. You can also choose to become an Amazon individual seller or a professional seller.
There are several strategies you can use to make money selling on Amazon Australia. These include product bundling, negotiating discounts with suppliers, optimizing your product listings and titles, pricing your products competitively, encouraging product reviews, and using advertising and marketing campaigns to increase exposure.
