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Seller University

Step-by-step guides and videos to help brands, businesses, and entrepreneurs learn how to succeed as Amazon selling partners.
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About Seller University
Watch this video for an overview about your on-demand selling coach
Phase 1

Registration and Research

Phase 2

Product Selection and Trademarking

Phase 3

Product Sourcing and Manufacturing

Phase 4

Launch on Amazon

Phase 1:

Registration and Research

09:49
Get started with
Amazon Global Selling
05:42
Understand your
Amazon selling fees
08:34
Intro to the Amazon selling platform, Seller Central
04:20
Earn credits and bonuses with
New Seller Incentives
Watch more
✕

More videos on registration and research

Video - 5 min
➔
Compare Amazon’s Professional and Individual selling plans
Video - 4 min
➔
Prepare for your identity verification video call
Video - 5 min
➔
Sell in the Amazon store: 5-minute overview for beginners
13 PDF guides to read to understand cross-border ecommerce in the US, EU, and JP
Read more
Amazon product category guides
1. Home
Download
➔
2. Health & Personal Care
Download
➔
3. Toys & Games
Download
➔
4. Consumer Electronics
Download
➔
View more
✕

Amazon product category guides

15 min read
➔
1. Home
20 min read
➔
2. Health & Personal Care
10 min read
➔
3. Toys & Games
20 min read
➔
4. Consumer Electronics
20 min read
➔
5. Beauty
15 min read
➔
6. Kitchen
20 min read
➔
7. Lawn & Garden
15 min read
➔
8. Tools
25 min read
➔
9. Pet
✕

13 PDF guides to read to understand cross-border ecommerce in the US, EU, and JP

20 min read
➔
What is cross-border ecommerce?
10 min read
➔
What are the benefits of cross-border ecommerce?
10 min read
➔
Essential preparations and common misconceptions of cross-border ecommerce
5 min read
➔
Introduction to Amazon Global Selling
30 min read
➔
Perfect Jumpstart and Launch guide (US)
30 min read
➔
Perfect Jumpstart and Launch guide (EU, UK)
10 min read
➔
Guide to New Seller Incentives
5 min read
➔
How to choose where to start your global business?
15 min read
➔
Introduction to Amazon North America store
45 min read
➔
Registration guide: Sell to the US
25 min read
➔
Introduction to Amazon Europe store
45 min read
➔
Registration guide: Sell to the EU, UK
15 min read
➔
Introduction to Amazon Japan store

Phase 2:

Product Selection and Trademarking

Discover new unmet demand with Product Opportunity Explorer

Download

Learn how to select the right products to sell

15 min read
➔
Product Selection Guide: Tools and Tips
Video - 7 min
➔
Product Opportunity Explorer overview
Video - 11 min
➔
Product Opportunity Explorer best practices

Learn why you should start your brand with Amazon

View more
09:51
Sell with a brand or generic products
06:57
Register a trademark for your brand
11:10
Enroll in Amazon brand registry
08:00
Amazon brand owner benefits
✕

More videos on brand benefits

Video - 5 min
➔
Track and respond to customer reviews
Video - 9 min
➔
How to earn an Amazon Brand Referral Bonus
Video - 5 min
➔
Intro to Brand Analytics
Video - 5 min
➔
Next steps for sellers who've enrolled a brand

4 must-read guides to build and protect your brand

Brand building & brand protection 101
Infographic
➔
Amazon brand protection tools, requirements
5 min read
➔
How to build a brand from zero
5 min read
➔
Brand registration guide
30 min read
➔

Phase 3:

Product Sourcing and Manufacturing

06:07
How to source for products
04:20
Product restrictions, categories, conditions

Get ready to put your products up for sale

Video - 9 min
➔
Intro to listing products
10 min read
➔
Listing from a customer's perspective
Video - 3 min
➔
How to price your products competitively
Bookmark the playlist
View more
✕

More listing resources

10 min read
➔
Pre-listing preparations
Video - 9 min
➔
Match or create product listings one at a time
Video - 4 min
➔
Creating a product variation
10 min read
➔
Uploading listings and quality self-examination
Video - 5 min
➔
List products using third-party apps

Compliance policies you should know

Amazon account health and seller code of conduct
Read more
➔
Product compliance
Read more
➔
Customer service performance
Read more
➔
EU regulatory compliance
Read more
➔
✕

Amazon account health and seller code of conduct

Video - 10 min
➔
Overview of Amazon policies for sellers
10 min read
➔
Overview of account health and policy compliance
5 min read
➔
Overview of the Amazon seller code of conduct (US)
5 min read
➔
Overview of the Amazon seller code of conduct (EU, JP)
✕

Customer service performance

Video - 4 min
➔
Customer product review policies
10 min read
➔
Customer service indicators
10 min read
➔
How to avoid customer returns and exchange?
10 min read
➔
How to deal with bad reviews effectively?
10 min read
➔
How to improve customer service experience?
✕

Product compliance

10 min read
➔
Product compliance requirements (US)
10 min read
➔
Product compliance requirements (EU)
Video - 5 min
➔
Dangerous goods overview
Video - 3 min
➔
Amazon anti-counterfeiting policy
Infographic
➔
Steps to address a listing removal
Infographic
➔
Steps to request for a GTIN exemption one-pager
✕

EU regulatory compliance

10 min read
➔
Intro to VAT (Application overview, benefits)
15 min read
➔
Intro to VAT regulations in EU and UK
15 min read
➔
Account suspensions and recovery steps
25 min read
➔
Registration guide for VAT Services on Amazon
Video - 2 min
➔
VAT Services on Amazon
20 min read
➔
KYC submission steps and checklist
Video - 11 min
➔
EPR Waste from Electrical Electronic Equipment requirements in Germany

Phase 4:

Launch on Amazon

05:12
Intro to Fulfillment by Amazon (FBA)
Helpful resources
Optimize your listings and inventory health
Learn more

4 must-know guides to ship and manage your inventory

Fulfillment by Amazon Guide
30 min read
➔
Holiday season inventory FAQ
Infographic
➔
Inventory Management ABC
5 min read
➔
Inventory management 101
Infographic
➔
9 resources to learn how to promote and advertise your products on Amazon
Read more
✕

9 resources to learn how to promote and advertise your products

Video - 9 min
➔
Ways to advertise in the Amazon store
Video - 6 min
➔
Intro to promoting your products
35 min read
➔
Advanced brand marketing tools
10 min read
➔
Intro to coupons
20 min read
➔
Intro to deals
10 min read
➔
Intro to Prime Exclusive Discounts
Infographic
➔
Advertising 101
Infographic
➔
Promotions and peak seasons
Infographic
➔
Holiday season advertising & promotions FAQ
✕

Optimize your listings and
inventory health

10 min read
➔
How to improve IPI?
45 min read
➔
General listing optimization guidance
Video - 2 min
➔
Add a video to your product listing
Infographic
➔
Listing optimization 101

Expand and scale into new countries

25 min read
➔
Category insights with Marketplace Product Guidance
Video - 14 min
➔
Build International Listings: Create and manage international offers
Video - 5 min
➔
Intro to business reports

Related Resources

Branding
Sell your own unique products using the tools we've created to help customers find your brand on Amazon.
Fulfillment by Amazon (FBA)
You pack it. We ship it. Manage inventory and shipments, and enroll in FBA services that suits you best
Amazon selling plans, fees, and pricing
How much does it cost to sell on Amazon? Find a plan that works best for you and your goals
Amazon case studies
Hear how these sellers grew their businesses with Amazon tools and their tips for success.

Get more in-depth guides and case studies on Seller University

Log in with your seller account
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