How to Run a Business on Amazon.com - Tips and Tricks From the #1 Leader in Marketing Products, Robyn Johnson

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Just dive in Robin and start talking about seller central first off what is seller central for those people who aren't super familiar with Amazon. And why is it? The most common way to sell on Amazon on Amazon. Everything kind of looks like one big united platform but on the back end. It's actually split into several different places so like where you sell your journals is Katie p. That's a little different there seller central where you sell physical goods on Amazon. And then there's vendor central where you sell goods to Amazon and while vendor central has a lot of benefits can be really great especially. If you're a large brand you have to have an invite in. Amazon has not been inviting a lot of people so for the majority of people. If you're not already on vendor central seller central's going to be where you go anybody can sell on seller central and so it's it's the place where the majority of people who sell physical goods are going to sell their products so fire nation. I think there's a lot of things you need to realize recognize when it comes to Amazon. I mean it's a behemoth it is massive and there's a lot of people that have been doing seller central in different areas within that for so many years it is critical that you get content and you learn from the tips shadows and tactics from the best. And that's why I brought Robin on here today. So what Robin do people mostly get wrong when it comes to understanding Amazon's fees? I mean there's different size. Tears different category selections. I know personally from I and experience because I actually do seller central. I actually ship my journals to Amazon. They sit there at the Amazon warehouse and then they are purchasing distributed from there. So I've been having to deal with size tears. I've been having to deal with quote unquote expired inventory or long-term inventory and I think it's just a whole bundle of wax and a lot of people don't even know or understand before getting into Amazon and a lot of cases because they don't understand it. They do a lot of things wrong at the beginning. That really hurts them. Long term as far as keeping that net profit at a at a good solid play so break that down force so when it comes to Amazon. The Devil's in the details. Really so you really WanNa get into the fee breakdowns for your particular platforms. So whether that's Katie. P vendor central seller central on central fees are kind of broken down into a couple of different pieces. The first is going to be the referral fee. The referral is based on a percentage based on the category. And you're GONNA WANNA look at that category that you before you create that listing on Amazon. So if you put your category your product and category eight versus category be. It might be the difference between paying an eight percent. Were fee paying a fifteen or twenty percent refer so knowing that is really important. Different categories have different and specific price points. So there's like for example in the grocery category there. They run promotions occasionally. So if your product is at fourteen ninety nine you're charged eight percent and if your products charge fifteen dollars that might be charged. Fifteen percent and those those promotions will change over time but knowing that the referrals fees makes a big difference and then there's the FBI fees which is fees. The Amazon charges for you to send your item to Amazon Amazon. We'll take that item when it sells. We'll send it to the customer. The handle any customer service that covers shipping to the customer the pick and pack fee any customer service. And that's going to be based off of the size and weight so when you're having your products developed you really WanNa have those sized. Here's that are available on Amazon. Right there on your desk and you WanNa make sure you give yourself at least a quarter of inch maybe a half inch depending on how precise your factories are in the way that your packaged goods are so there could be a difference. Where if your product is just a little bit over that eight inch mark they your go from three to eight dollars something along those lines so you WanNa make sure that your products are not only. Take that into account when you're creating the products but you make sure that your products are measured correctly. You can if you're not measured correctly you can request was. Call the Cuba scan to get those chains and low credit. You back the difference in those fees if you can show that's the right size and then there's also storage so there's thirty day storage fees which are X. amount during q one two three and why amount during Q. Four so usually during Q. Four. It's going to be about five four to five times more than it is the rest of the year. And if you leave things in there a really long time then Amazon's GonNa charge you a lot of money because they don't Wanna be your storage unit. I mean that's a key thing I wanna really just hammer home for you. Fire nation that. I've had to learn the hard way. Unfortunately because you know I like oh I have these journals like you know. The best thing about books is that like they don't expire like they don't grow like they don't like mold like cheese like they're not gonNA actually go bad so to speak you know especially if they're store correctly which Amazon does do but then all of a sudden I was just like Oh if I send them like ten thousands and it takes me like five years to sell ten thousand than like years two three four and five like my long term storage fees. Keep going up and up so I actually use a separate warehouse to actually store the vast majority of my journals. It cost me four hundred and eighty dollars per month for like the sixteen Palettes of over thirty. Five thousand journals haven't stock four hundred eighty bucks a month at this warehouse because this is what they do and then when I need to. I'll send a thousand journals at a time to Amazon because I know that could sell those the four to six month timeframe to stay under that long-term store so you just have to know your numbers. You have to understand the referral fee. Like I love how you said that Robbins beginning that you could be paying potentially five to fifteen percent more than you have to be if you just didn't pay attention and shop around the different categories that your product qualifies for and that's so huge that so

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