Drive sales in your first 90 days with the New Seller Guide

Drive sales to your branded store on

Speed matters—and for Amazon sellers the first 90 days are especially critical. That’s why we invented the New Seller Guide.

Selling can be complex. That’s why we invented the New Seller Guide, a set of Amazon services that are backed by data science and designed to fuel the growth of new sellers. They can also help established sellers expand to new Amazon stores worldwide.

As part of the New Seller Guide, new-to-Amazon brands can use Brand Registry, A+ Content, and Vine to protect their IP and connect with customers. And every new seller with a Professional selling account can use Automate Pricing, Fulfillment by Amazon (FBA), and Advertising to help increase sales.

In this post, we provide an overview of the full New Seller Guide and explain how you can take advantage of over $50,000 in New Seller Incentives.

What is the New Seller Guide?

The New Seller Guide is a set of brand, logistics, pricing, and promotional services that we recommend to sellers who are just getting started with Amazon.

The guide is simple. Start by signing up for a Professional selling account. Then, if you own a brand:

All new Professional sellers should also:

Who can use the New Seller Guide?

Businesses of all sizes can use the New Seller Guide during their first 90 days in a new Amazon store.

  • If you want to use Automate Pricing, Fulfillment by Amazon (FBA), Multi-Channel Fulfillment (MCF), Sponsored Products, Deals, or Coupons, all you need is a Professional selling account.
  • If you want to use Brand Registry, A+ Content, Amazon Vine, and Sponsored Brands as part of the New Seller Guide, you need to be a Professional seller who owns the rights to a trademarked brand. Note that enrollment in Brand Registry is a pre-requisite for using A+ Content, Amazon Vine, and Sponsored Brands.

Don’t have a trademark for your brand name or logo? Amazon’s IP Accelerator program can help connect you with Amazon-vetted legal service providers who are ready to take you through each step of the trademarking process.

Learn more about IP Accelerator

Pro Tip
Drive sales beyond your first 90 days
If you’ve been selling in the Amazon store for over three months, check out resources for increasing product visibility, promoting products, and building brand awareness.

How does the New Seller Guide help you drive sales?

The New Seller Guide approaches ecommerce growth from multiple angles to help you achieve success. Let’s go over each part of the guide and what it can do for your business.

Brand Registry: Launch your brand with Amazon

Enroll your brand in Amazon Brand Registry to get greater control over your product detail pages and access to a suite of additional protection tools and selling benefits. You only need to meet two basic requirements:

  • Brand name or logo: Have your brand name, or a logo that includes your brand name, permanently affixed to your products or packaging.
  • Trademark: Have an active, registered trademark for your brand name or logo, or a pending trademark application or registration in some cases.

If you don’t have a trademark, you can use IP Accelerator to connect with a legal service providers who can help.

Get started with Brand Registry

Benefits of enrolling a brand in Amazon Brand Registry
Explore the benefits of Amazon Brand Registry. Learn how registered brands manage product detail pages and access added protections, and find out how they activate additional selling tools and programs.

A+ Content: Increase sales with better listings

After enrolling your brand in Amazon Brand Registry, you can use A+ Content to showcase your products and tell your story on Amazon product detail pages. Use A+ Content to add videos, enhanced images, and product-comparison charts that inform and inspire customers.

A+ Content helps you showcase your products and brand. You can use A+ Content to:

  • Dive deeper into the technical specs of a product
  • Add text elements and rich imagery
  • Enhance the shopping experience with branded elements

Get started with A+ Content

Add A+ Content to your listings
Get step-by-step instructions for adding both Basic and Premium A+ Content to the ‘Product Description’ sections of your brand’s detail pages. Learn how to add a Brand Story to your detail pages in a ‘From the brand’ section. Get an overview of requirements and guidelines for A+ Content.

Pro Tip
Run A/B tests to see what sells
After you’ve created A+ Content, you can use the Manage Your Experiments tool to create A/B tests and find out which titles, images, and product descriptions drive the most sales.

Vine: Boost engagement with product reviews

Generate buzz and increase sales for a brand you enrolled in Amazon Brand Registry by using Amazon Vine, a program that helps generate high-quality customer reviews from Amazon-trusted reviewers. It’s as simple as enrolling a product in Vine and providing free units to reviewers, who can help inform and engage customers.

Get started with Vine

Drive traffic with Amazon Vine customer reviews
Learn how to enroll products in Amazon Vine to help generate customer reviews.

Automate Pricing: Stay competitive with dynamic pricing

Our free Automate Pricing tool adjusts prices automatically to help you stay competitive and increase your chances of becoming the Featured Offer in the Amazon store. Create pricing rules and limits, apply them to your products, and Amazon will keep your offers sharp 24/7 while you focus on growing your business.

You can start with the pre-defined “competitive price rule,” which matches your price for a product with the price for the current Featured Offer. Or you can create a custom pricing rule that uses a sales target or the lowest price in the Amazon store. You can also use Automate Pricing to update pricing rules in bulk.

Get started with Automate Pricing

How to set up automated pricing rules
Amazon’s free pricing automation tool can adjust your prices quickly and automatically to increase your chance of becoming the Featured Offer. In this video, you’ll learn how to use automated pricing to create pricing rules, edit pricing rules by SKU, and review price history.

Fulfillment by Amazon (FBA): Outsource shipping, returns, and customer service

With Fulfillment by Amazon (FBA), you can store products in Amazon’s network of 100+ fulfillment centers. When a customer places an order, we pick, pack, ship, and provide customer service and returns. The program can help you increase sales and stay focused on growing your business.

You can also use FBA’s Multi-Channel Fulfillment (MCF) program to outsource fulfillment for purchases made on your own website or another sales channels.

Shipping with FBA costs 30% less per unit than standard shipping options offered by major US carriers and 70% less per unit than their premium options comparable to FBA.1

Get started with FBA

Get started with MCF

Intro to Fulfillment by Amazon (FBA)
Learn how to use Amazon FBA to offer Prime shipping to your customers and have Amazon pick, pack, and ship orders on your behalf. In this video, you’ll learn how FBA works and where to access additional FBA tools and resources.

12023 Amazon Small Business Empowerment Report

Advertising: Drive discovery for your products and brand

Help customers find your business by creating Sponsored Products and Sponsored Brands ads that appear in multiple placements in the Amazon store. Create campaigns with ease and only pay when customers actually click your ads. You can track your ad performance using metrics like impressions, clicks, and sales.

Want to promote products another way? Try creating Lighting or 7-Day Deals in the Amazon store, or consider Amazon Coupons.

Start advertising with Amazon

Introduction to Amazon Ads
Learn about the value of advertising with Amazon Ads. Understand the available Amazon Ads services, including Sponsored Products, Sponsored Brands, Sponsored Display, Amazon DSP, video ads, audio ads, and customized advertising solutions.

New Seller Incentives

As you use the services that make up the New Seller Guide, you’ll be able to take advantage of a series of New Seller Incentives.

Get 10% back on branded sales

We invest in new brands at Amazon. Enroll your brand in Amazon Brand Registry to take advantage of the following:

  • 10% back on your first $50,000 in branded sales, then 5% back through your first year until you reach $1,000,000
  • $200 credit for Amazon Vine

Advertise, fulfill, and grow with confidence

You’ve put everything into your business — so let’s start your Amazon journey with confidence. All new Professional sellers can take advantage of the following:

Learn more about each incentive

Daisy Quaker
Daisy Quaker
Daisy Quaker is a Sr. Marketing Manager at Amazon who’s driven by helping entrepreneurs and brands discover opportunities to reach more customers through Amazon stores. She also enjoys the outdoors, art museums, and good food.