Start selling with Amazon

Ready to build your brand in Amazon's store or have questions prior to getting started?
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More than 70% of Amazon sellers generate their first sale in less than 60 days.1

1Amazon Internal Data, 2022
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"I’ve actually been really impressed—and kind of surprised, quite frankly—at how much Amazon has helped us build the brand; not just on Amazon, but outside of Amazon."

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Matt McCauley


of Amazon Customers use Amazon to discover new products or brands


brands are in Brand Registry, unlocking our powerful tools

Your business at scale

Amazon customers buy roughly 7,400 products per minute from U.S. sellers. Build, grow, and scale your brand with our innovative toolkit: world-class logistics, a proven customer experience, rich data insights, and cutting-edge advertising & marketing solutions. This is your path toward profitability.
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“When we launched on Amazon, I had expectations that Amazon would be about 10% to 20% of our total business. Within the first six months, it was 50%. It just exploded. And it really changed the way I thought about the future of our business.”
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Dee Murthy

On average, sellers see a 20–25%
increase in sales
after adopting FBA.

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You sell it, we ship it
With Fulfillment by Amazon (FBA), you store your products in our fulfillment centers, and we pick, pack, ship, and provide customer service for these products. For a limited time, try out new inventory with less risk with New Seller Incentives.
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Connect with ads on and off-Amazon
Get discovered, increase sales, and control costs with Amazon Advertising solutions, with Sponsored Products CPC ads, Sponsored Brands to showcase your brand and product portfolio, Sponsored Display to engage new audiences or those browsing your products.
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Perfect Launch: five steps for your first 90 days
Amazon data scientists refer to the use of five selling programs—Brand Registry, A+ Content, Fulfillment by Amazon, Automated Pricing, and Advertising—within the first 90 days of selling as Perfect Launch. Sellers taking these five steps can generate sales more quickly.

Your brand experienced

Connect your brand to millions of customers. Control the experience from discovery to your dedicated storefront, and from your product pages to their inboxes—Amazon customers following a brand spend more than double that of non-followers. Communicate your core values, build loyal relationships, and ignite your brand experience.
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"We found that the tools, the features, everything that we can do within the branded storefront can mimic what we’re doing on our website."
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Susan Petersen
Chairwomen & Chief Brand Officer

Customers who follow a brand on Amazon spend 2X more than non-followers.

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Your dedicated storefront
Showcase your brand and products in a multipage, immersive shopping experience with Amazon Stores. Curate content to inspire, educate, and help customers discover your brand, and get insights into related sales, visits, page views, and traffic sources.
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Optimize your brand content
Showcase your brand and product features on Amazon product pages, and run A/B tests to optimize your content for conversion using Manage Your Experiments. Over the last year, thousands of sellers have used the tool to maximize product listings.
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Inform your strategy
Make informed, strategic decisions about your product portfolio, marketing, and advertising activities with valuable insights from Brand Analytics. Over the last year, more than 500,000 sellers have used this tool to accelerate the growth of their brands.

Your success supported

Protect your brand and IP with powerful tools to defend against counterfeits and fraud, plus get critical performance metrics to monitor customer sentiment and ensure a top-tier, always-on brand experience. Get started with 1:1 onboarding support for insights to help you take your business to the next level.
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"The automated protections and the self-service removal of counterfeit products, is a significant development that will help ensure our customers receive authentic Vera Bradley products from Amazon."
Mark Dely
Chief Legal & Administrator Officer

Over 500,000 brands worldwide are enrolled in Brand Registry.

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Register your brand
Unlock a suite of tools designed to help you protect your brand and create a better customer experience, including automated protection and powerful search tools to find and report violations.
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Get a helping hand
All new sellers in the U.S. now qualify for 12 free months of 1:1 onboarding support from our account managers. Or, add a designated account manager to help you scale your business with Strategic Account Services (SAS) Core.
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Scale up with service partners
The Seller Central Partner Network now offers more than 6,200 Amazon-vetted service providers and tools which are used by more than 1 million sellers worldwide to help sellers build, manage, automate, and scale their business.
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New Seller Incentives
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We’ll help you get started

Start your journey with a little less risk. To help you achieve Perfect Launch, we offer New Seller Incentives, including 5% back on your first $1,000,000 in branded sales, credits to try cost-per click (CPC) advertising or kickstart your product reviews, and more—plus discounted Prime shipping, storage, returns, and more with Fulfillment by Amazon.

Get started today with these incentives for new sellers:
  • Get 5% back on your first $1,000,000 in branded sales
  • Take $100 off inbound FBA shipping using the Amazon Partnered Carrier program
  • Out-of-country sellers take $200 off fulfillment fees using Amazon Global Logistics
  • Get 90 days free storage for 50 units plus 180 days free liquidation with Fulfillment by Amazon
  • Get $50 credit for Sponsored Products CPC ads—bids are up to you
  • Receive up to 2000 free Transparency codes ($100 value)
  • Enroll one product in Vine for free for up to 30 trusted reviews ($200 value)
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See below for a full list of incentives for new sellers and how to qualify. Terms and conditions apply.

Over $50K in potential benefits

Amazon selling program

Your incentive

How to get

Brand Registry benefits
Brand Registry
5% bonus on for your first $1M in branded sales
Complete Amazon Brand Registry and be identified as a brand owner no later than six months after listing your first buyable ASIN.
$200 credit
Complete Amazon Brand Registry and be identified as a brand owner no later than six months after listing your first buyable ASIN and enroll a product in Vine.
$100 credit
Complete Amazon Brand Registry with a registered trademark, be identified as a brand owner no later than six months after listing your first buyable ASIN, and enroll in Transparency.
Fulfillment by Amazon benefits
Fulfillment by Amazon (FBA)
90 days free storage on 50 units (or 30 oversize units)

Apparel/Shoes: 120 days free storage on 100 units
180 days free liquidations on 50 units (or 30 oversize units)

Apparel/Shoes: 180 days free liquidations on 100 units
Send inventory to an Amazon fulfillment center within 12 months of listing your first buyable ASIN for auto-enrollment in FBA New Selection.
Amazon Partnered Carrier program
$100 off inbound shipping
Send inventory to an Amazon fulfillment center within 12 months of listing your first buyable ASIN.
Amazon Global Logistics
$200 off fulfillment fees
Send inventory to an Amazon fulfillment center within 12 months of listing your first buyable ASIN.
Advertising benefits
Sponsored Products
$200 credit
Send inventory to an Amazon fulfillment center within 12 months of listing your first buyable ASIN. Launch a Sponsored Products campaign for an FBA ASIN for the first $100 in credits. Advertise an FBA ASIN for at least 30 days for the second.
$50 credit
Create a coupon within 12 months of listing your first ASIN.

Brand case studies

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What to expect

Get help growing your brand in Amazon’s store. Recent research shows that over half of sellers in Amazon's store that sell multi-channel prefer Amazon for customer acquisition.2 Our experts will provide customized guidance to match your business goals and get started with the Perfect Launch.
Help customers discover your brand. Drive awareness, consideration, and purchase intent with advertising tools and a dedicated storefront for an immersive shopping experience.
Build loyal relationships. Increase retention, engagement, and brand favorability with tools for email marketing, brand advertising, promotions, and subscriptions.
Scale with FBA. Leave the shipping, returns, and customer service to us with Fulfillment by Amazon (FBA). It’s the easiest way to reach 150 million paid Prime members around the world.
2 Amazon internal data, FY2021 survey of 21.2K US multichannel sellers
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