amazon seller central customer service phone number

All you need is to register, list your catalog and start selling your products. What's more? We have third party 'Ecommerce Service Providers' who provide. amazon seller support phone number 2020. A customer discovers an error in the software she bought from your company. her via Amazon's Seller Central messaging service, telling you the product.

: Amazon seller central customer service phone number

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Amazon seller central customer service phone number
amazon seller central customer service phone number

Amazon (company)

American multinational technology company

For other companies, see Amazon (disambiguation) § Organizations.

Amazon logo.svg

Logo since 2000

Amazon Spheres 05.jpg

The Amazon Spheres, part of the Amazon headquarters in Seattle, U.S.

Trade name

FormerlyCadabra, Inc. (1994–1995)

Traded as

FoundedJuly 5, 1994; 27 years ago (1994-07-05)
Bellevue, Washington, U.S.
FounderJeff Bezos

Seattle, Washington



Area served


Key people

RevenueIncreaseUS$386.064 billion (2020)

Operating income

IncreaseUS$22.9 billion (2020)

Net income

IncreaseUS$21.331 billion (2020)
Total assetsIncreaseUS$321.2 billion (2020)
Total equityIncreaseUS$93.404 billion (2020)
OwnerJeff Bezos (14.0% voting power, 10.6% economic interest)[1]

Number of employees

Increase 1,468,000 (Sept. 2021)[2][3]
U.S.: 810,000 (Oct. 2020)
Footnotes / references
[4][5], Inc.[6] (AM-ə-zon) is an American multinationaltechnologycompany which focuses on e-commerce, cloud computing, digital streaming, and artificial intelligence. It is one of the Big Five companies in the U.S. information technology industry, along with Google (Alphabet), Apple, Meta (Facebook), and Microsoft.[7][8][9][10] The company has been referred to as "one of the most influential economic and cultural forces in the world", as well as the world's most valuable brand.[11][12]

Jeff Bezos founded Amazon from his garage in Bellevue, Washington,[13] on July 5, 1994. It started as an online marketplace for books but expanded to sell electronics, software, video games, apparel, furniture, food, toys, and jewelry. In 2015, Amazon surpassed Walmart as the most valuable retailer in the United States by market capitalization.[14] In August 2017, Amazon acquired Whole Foods Market for US$13.4 billion, which substantially increased its footprint as a physical retailer.[15] In 2018, its two-day delivery service, Amazon Prime, surpassed 100 million subscribers worldwide.[16]

Amazon is known for its disruption of well-established industries through technological innovation and mass scale.[17][18][19] It is the world's largest online marketplace, AI assistant provider, live-streaming platform and cloud computing platform[20] as measured by revenue and market capitalization.[21] Amazon is the largest Internet company by revenue in the world.[22] It is the second-largest private employer in the United States[23] and one of the world's most valuable companies. As of 2020[update], Amazon has the highest global brand valuation.[24]

Amazon distributes a variety of downloadable and streaming content through its Amazon Prime Video, Amazon Music, Twitch, and Audible subsidiaries. Amazon also has a publishing arm, Amazon Publishing, film and television studio Amazon Studios, and a cloud computing subsidiary, Amazon Web Services. It produces consumer electronics including Kindlee-readers, Firetablets, Fire TV, and Echo devices. Its acquisitions over the years include Zoox, Ring, Twitch, Whole Foods Market, and IMDb. Amazon is currently in the process of purchasing film and television studio, Metro-Goldwyn-Mayer.

Amazon has been criticized for practices including technological surveillance overreach,[25] a hyper-competitive and demanding work culture,[26]tax avoidance,[27] and anti-competitive behavior.[28][29]


Further information: History of Amazon

The company's largest campus outside the United States was inaugurated in Hyderabad, India in September 2019.

Jeff Bezos founded Amazon in July 1994, choosing Seattle because of technical talent as Microsoft is located there.[30]Mackenzie Scott played a big role in the founding of Amazon and drove across the country with Jeff to start it. After Scott graduated, she applied to work for D. E. Shaw & Co., a quantitative hedge fund in New York City, as a research associate to "pay the bills while working on her novels".[31][32] She was interviewed by Jeff Bezos, who was then a vice-president at the firm. The interview was her first meeting with him.[33][31]

In May 1997, Amazon went public. It began selling music and videos in 1998, at which time it began operations internationally by acquiring online sellers of books in United Kingdom and Germany. The following year, Amazon began selling items including video games, consumer electronics, home improvement items, software, games, and toys.

In 2002, Amazon launched Amazon Web Services (AWS), which provided data on website popularity, Internet traffic patterns and other statistics for marketers and developers. In 2006, Amazon grew its AWS portfolio when Elastic Compute Cloud (EC2), which rents computer processing power as well as Simple Storage Service (S3), that rents data storage via the Internet, were made available. That same year, Amazon started Fulfillment by Amazon which managed the inventory of individuals and small companies selling their belongings through the company internet site. In 2012, Amazon bought Kiva Systems to automate its inventory-management business, purchasing Whole Foods Market supermarket chain five years later in 2017.[34]

On February 2, 2021, Amazon announced that Jeff Bezos would be stepping down as CEO and transition to Executive Chair of Amazon's board in Q3 of 2021. Andy Jassy, who is currently CEO of AWS, will succeed Bezos as CEO of the company.[35][36]

Board of directors

As of September 2020[update], the board of directors is:[37]

  • Jeff Bezos, Executive Chairman,, Inc.
  • Andy Jassy, President and CEO,, Inc.
  • Keith B. Alexander, CEO, IronNet Cybersecurity, former NSA Director
  • Rosalind Brewer, Group President, and COO, Starbucks
  • Jamie Gorelick, amazon seller central customer service phone number, Wilmer Cutler Pickering Hale and Dorr
  • Daniel P. Huttenlocher, Dean of the Schwarzman College of Computing at the Massachusetts Institute of Technology
  • Judy McGrath, former CEO, MTV Networks
  • Indra Nooyi, former CEO, PepsiCo
  • Jon Rubinstein, former chairman, and former CEO, Palm, Inc.
  • Thomas O. Ryder, former chairman, and former CEO, Reader's Digest Association
  • Patty Stonesifer, President, and CEO, Martha's Table
  • Wendell P. Weeks, chairman, President, and CEO, Corning Inc.

Merchant partnerships

In 2000, U.S. toy retailer Toys "R" Us entered into a 10-year agreement with Amazon, valued at $50 million per year plus a cut of sales, under which Toys "R" Us would be the exclusive supplier of toys and baby products on the service, and the chain's website would redirect to Amazon's Toys & Games category. In 2004, Toys "R" Us sued Amazon, claiming that because of a perceived lack of variety in Toys "R" Us stock, Amazon had knowingly allowed third-party sellers to offer items on the service in categories that Toys "R" Us had been granted exclusivity. In 2006, a court ruled in favor of Toys "R" Us, giving it the right to unwind its agreement with Amazon and establish its own independent e-commerce website. The company was later awarded $51 million in damages.[38][39][40]

In 2001, Amazon entered into a similar agreement with Borders Group, under which Amazon would comanage as a co-branded service.[41] Borders pulled out of the arrangement in 2007, with plans to also launch its own online store.[42]

On October 18, 2011, announced a partnership with DC Comics for the exclusive digital rights to many popular comics, including Superman, Batman, Green Lantern, The Sandman, and Watchmen. The partnership has caused well-known bookstores like Barnes & Noble to remove these titles from their shelves.[43]

In November 2013, Amazon announced a partnership with the United States Postal Service to begin delivering orders on Sundays. The service, included in Amazon's standard shipping rates, initiated in metropolitan areas of Los Angeles and New York because of the high-volume and inability to deliver in a timely way, with plans to expand into Dallas, Houston, New Orleans and Phoenix by 2014.[44]

In June 2017, Nike agreed to sell products through Amazon in exchange for better policing of counterfeit goods.[45][46] This proved unsuccessful and Nike withdrew from the partnership in November 2019.[46][47] Companies including Ikea and Birkenstock also stopped selling through Amazon around the same time, citing similar frustrations over business practices and counterfeit goods.[48]

As of October 11, 2017[update], AmazonFresh sold a range of Booths branded products for home delivery in selected areas.[49]

In September 2017, Amazon ventured with one of its sellers JV Appario Retail owned by Patni Group which has recorded a total income of US$ 104.44 million (₹ 759 crore) in financial year 2017/2018.[50]

In November 2018, Amazon reached an agreement with Apple Inc. to sell selected products through the service, via the company and selected Apple Authorized Resellers. As a result of this partnership, only Apple Authorized Resellers may sell Apple products on Amazon effective January 4, 2019.[51][52]


Amazon uses many different transportation services to deliver packages. Amazon-branded services include:

  • Amazon Air, a cargo airline for bulk transport, with last mile delivery handled either by Amazon Flex, Amazon Logistics, or the United States Postal Service.
  • Amazon Flex, a smartphone app that enables individuals to act as independent contractors, delivering packages to customers from personal vehicles without uniforms. Deliveries include one or two hour Prime Now, same or next day Amazon Fresh groceries, and standard orders, in addition to orders from local stores that contract with Amazon.[53]
  • Amazon Logistics, in which Amazon contracts with small businesses (which it calls "Delivery Service Partners") to perform deliveries to customers. Each business has a fleet of approximately 20–40 Amazon-branded vans, and employees of the contractors wear Amazon uniforms. As of December 2020, it operates in the United States, Canada, Italy, Germany, Spain, and the United Kingdom.[54]
  • Amazon Prime Air is an experimental drone delivery service.

Amazon directly employs people to work at its warehouses, bulk distribution centers, staffed "Amazon Hub Locker+" locations, and delivery stations where drivers pick up packages. As of December 2020, it is not hiring delivery drivers as employees.[55]

Rakuten Intelligence estimated that in 2020 in the United States, the proportion of last-mile deliveries was 56% by Amazon's directly contracted services (mostly in urban areas), 30% by the United States Postal Service (mostly in rural areas), and 14% by UPS.[56] In April 2021, Amazon reported to investors it had increased its in-house delivery capacity by 50% in the last 12 months (which included the first year of the COVID-19 pandemic in the United States).[57]

Products and services

Main article: List of Amazon products and services's product lines available at its website include several media (books, DVDs, music CDs, videotapes and software), apparel, baby products, consumer electronics, beauty products, gourmet food, groceries, health and personal-care items, industrial & scientific supplies, kitchen items, jewelry, watches, lawn and garden items, musical instruments, sporting goods, tools, automotive items and toys & games.[citation needed] In August 2019, Amazon applied to have a liquor store in San Francisco, CA as a means to ship beer and alcohol within the city.[58] Amazon has separate retail websites for some countries and also offers international shipping of some of its products to certain other countries.[59] In November 2020, the company started an online delivery service dedicated to prescription drugs. The service provides discounts up to 80% for generic drugs and up to 40% for branded drugs for Prime subscribe users. The products can be purchased on the company's website or at over 50,000 bricks-and-mortar pharmacies in the United States.[60] has a number of products and services available, including:

In September 2021, Amazon announced the launch of Astro, its first household robot, powered by its Alexa smart home technology. This can be remote-controlled when not at home, to check on pets, people, or home security. It will send owners a notification if it detects something unusual.[62]


See also: List of Amazon locations

Amazon owns over 40 subsidiaries, including Audible,, Goodreads, IMDb, Kiva Systems (now Amazon Robotics), Shopbop, Teachstreet, Twitch and Zappos.[63], a company focused on researching and building innovative technology, has been a subsidiary since 2003.[64]

Amazon Maritime

Amazon Maritime, Inc. holds a Federal Maritime Commission license to operate as a non-vessel-owning common carrier (NVOCC), which enables the company to manage its own shipments from China into the United States.[65]

Annapurna Labs

In January 2015, Amazon Web Services acquired Annapurna Labs, an Israel-based microelectronics company reputedly for US$350–370M.[66][67][68] is a seller and producer of spoken audio entertainment, information and educational programming on the Internet. Audible sells digital audiobooks, radio and television programs and audio versions of magazines and newspapers. Through its production arm, Audible Studios, Audible has also become the world's largest producer of downloadable audiobooks. On January 31, 2008, Amazon announced it would buy Audible for about $300 million. The deal closed in March 2008 and Audible became a subsidiary of Amazon.[69]

Beijing Century Joyo Courier Services

Beijing Century Joyo Courier Services is a subsidiary of Amazon and it applied for a freight forwarding license with the US Maritime Commission. Amazon is also building out its logistics in trucking and air freight to potentially compete with UPS and FedEx.[70][71]

Brilliance Audio

Brilliance Audio is an audiobook publisher founded in 1984 by Michael Snodgrass in Grand Haven, Michigan.[72] The company produced its first 8 audio titles in 1985.[72] The company was purchased by Amazon in 2007 for an undisclosed amount.[73][74] At the time of the acquisition, Brilliance was producing 12–15 new titles a month.[74] It operates as an independent company within Amazon.

In 1984, Brilliance Audio invented a technique for recording twice as much on the same cassette.[75] The technique involved recording on each of the two channels of each stereo track.[75] It has been credited with revolutionizing the burgeoning audiobook market in the mid-1980s since it made unabridged books affordable.[75]


ComiXology is a cloud-based digital comics platform with over 200 million comic downloads as of September 2013[update]. It offers a selection of more than 40,000 comic books and graphic novels across Android, iOS, Fire OS and Windows 8 devices and over a web browser. Amazon bought the company in April 2014.[76]


CreateSpace, which offers self-publishing services for independent content creators, publishers, film studios, and music labels, became a subsidiary in 2009.[77][78]


Main article: Goodreads

Goodreads is a "social cataloging" website founded in December 2006 and launched in January 2007 by Otis Chandler, a software engineer, and entrepreneur, and Elizabeth Khuri. The website allows individuals to freely search Goodreads' extensive user-populated database of books, annotations, and reviews. Users can sign up and register books to generate library catalogs and reading lists. They can also create their own groups of book suggestions and discussions. In December 2007, the site had over 650,000 members and over 10 million books had been added. Amazon bought the company in March 2013.[79]

Health Navigator

In October 2019, Amazon finalized the acquisition of Health Navigator, a startup developing APIs for online health services. The startup will form part of Amazon Care, which is the company's employee healthcare service. This follows the 2018 purchase of PillPack for under $1 billion, which has also been included into Amazon Care.[80]


Junglee is a former online shopping service provided by Amazon that enabled customers to search for products from online and offline retailers in India. Junglee started off as a virtual database that was used to extract information from the Internet and deliver it to enterprise applications. As it progressed, Junglee started to use its database technology to create a single window marketplace on the Internet by making every item from every supplier available for purchase. Web shoppers could locate, compare and transact millions of products from across the Internet shopping mall through one window.[81]

Amazon acquired Junglee in 1998, and the website was launched in India in February 2012[82] as a comparison-shopping website. It curated and enabled searching for a diverse variety of products such as clothing, electronics, toys, jewelry and video games, among others, across thousands of online and offline sellers. Millions of products are browsable, the client selects a price, and then they are directed to a seller. In November 2017, Amazon closed down and the former domain currently redirects to Amazon India.[83]

Kuiper Systems

Main article: Kuiper Systems

Kuiper Systems LLC, is a subsidiary of Amazon, set up to deploy a broadbandsatellite internet constellation with an announced 3,236 Low Earth orbitsatellites to provide satellite based Internet connectivity.[84][85][86]


Main article: Amazon Lab126

Lab126, developers of integrated consumer electronics such as the Kindle, became a subsidiary in 2004.[87]


Main article: Ring Inc.

Ring is a home automation company founded by Jamie Siminoff in 2013. It is primarily known for its WiFi powered smart doorbells, but manufactures other devices such as security cameras. Amazon bought Ring for US$1 billion in 2018.[88]


Shelfari was a social cataloging website for books. Shelfari users built virtual bookshelves of the titles which they owned or had read and they could rate, review, tag and discuss their books. Users could also create groups that other members could join, create discussions and talk about books, or other topics. Recommendations russellville ar weather be sent to friends on the site for what books to read. Amazon bought the company in August 2008.[79] Shelfari continued to function as an independent book social network within the Amazon until January 2016, when Amazon announced that it would be merging Shelfari with Goodreads and closing down Shelfari.[89][90]


Main article: was the largest e-commerce platform in the Arab world. The company launched in 2005 in Dubai, United Arab Emirates and served multiple areas across the Middle East.[91] On March 28 2017, Amazon acquired for $580 million.[92] The company was re-branded as Amazon and its infrastructure was used to expand Amazon's online platform in the Middle East.[93]


Main article: Twitch (service)

Twitch is a live streaming platform for video, primarily oriented towards video gaming content. The service was first established as a spin-off of a general-interest streaming service known as Its prominence was eclipsed by that of Twitch, and was eventually shut down by its parent company in August 2014 in order to focus exclusively on Twitch.[94] Later that month, Twitch was acquired by Amazon for $970 million.[95] Through Twitch, Amazon also owns Curse, Inc., an operator of video gaming communities and a provider of VoIP services for gaming.[96] Since the acquisition, Twitch began to sell games directly through the platform,[97] and began offering special features for Amazon Prime subscribers.[98]

The site's rapid growth had been boosted primarily by the prominence of major esports competitions on the service, leading GameSpot senior esports editor Rod Breslau to have described the service as "the ESPN of esports".[99] As of 2015[update], the service had over 1.5 million broadcasters and 100 million monthly viewers.[100]

On August 10, 2020, Amazon announced the rebranding of Twitch Prime, the live-streaming site, renaming it Prime Gaming in another attempt to crack the video game market after failing a big-budget game effort. With Twitch Prime, users will be given a free subscription to Twitch, with free games from small studios and discounts for larger titles like Grand Theft Auto and League of Legends.[101]

On November 2, 2020, Twitch announced a virtual flagship conference and named it GlitchCon instead of TwitchCon to be held on November 14. The main aim of the conference will be to bring its numerous, disparate communities of streamers and fans together where they can be real life confidants.[102]

Whole Foods Market

Whole Foods Market is an American supermarketchain exclusively featuring foods without artificial preservatives, colors, flavors, sweeteners, and hydrogenated fats.[103]

Amazon acquired Whole Foods for $13.7 billion in August 2017.[104][105][15]


Amazon also has investments in renewable energy and plans to expend its position into the Canadian market through an investment in a new plant in Alberta.[106]

Supply chain

Amazon first launched its distribution network in 1997 with two fulfillment centers in Seattle and New Castle, Delaware. Amazon has several types of distribution facilities consisting of crossdock centers, fulfillment centers, sortation centers, delivery stations, Prime now hubs, and Prime air hubs. There are 75 fulfillment centers and 25 sortation centers with over 125,000 employees.[107][108] Employees are responsible for five basic tasks: unpacking and inspecting incoming goods; placing goods in storage and recording their location; picking goods from their computer recorded locations to make up an individual shipment; sorting and packing orders; and shipping. A computer that records the location of goods and maps out routes for pickers plays a key role: employees carry hand-held computers which communicate with the central computer and monitor their rate of progress. Some warehouses are partially automated with systems built by Amazon Robotics.


Logo since January 2000

Screenshot screenshot.jpeg


Type of site

Available in
  • Arabic
  • Chinese
  • Dutch
  • English
  • French
  • German
  • Hindi
  • Italian
  • Japanese
  • Polish
  • Portuguese
  • Spanish
  • Swedish
  • Turkish
OwnerAmazon (original U.S. site)
Launched1995; 26 years ago (1995)
Current statusActive
Written inC++ and Java

The domain attracted at least 615 million visitors annually by 2008;[110] by the beginning of 2016, over 130 million customers were visiting the U.S. website each month.[111] The company has invested heavily in a massive amount of server capacity for its website, especially to handle the excessive traffic during the Christmas holiday season.[112] According to Alexa Internet rankings, is the third most popular website in the United States and the 11th most popular website worldwide.[113]

Results generated by Amazon's search engine are partly determined by promotional fees.[114] The company's localized storefronts, which differ in selection and prices, are differentiated by top-level domain and country code:

Amazon Marketplaces worldwide in 2021.jpg
RegionCountryDomain nameSince Notes
Africa Egyptamazon.egSeptember 2021
Americas 2012
Canadaamazon.caJune 2002 2013
United Statesamazon.comJuly 1995
Asia Chinaamazon.cnSeptember 2004
Indiaamazon.inJune 2013 2000
Singaporeamazon.sgJuly 2017
United Arab Emiratesamazon.aeMay 2019
Saudi Arabiaamazon.saJune 2020
Europe Franceamazon.frAugust 2000
Germanyamazon.deOctober 1998
Italyamazon.itNovember 2010
Netherlandsamazon.nlNovember 2014Books & e-books (plus readers) only, full shop per March 2020[115][116][117]
Polandamazon.plMarch 2021
Spainamazon.esSeptember 2011
Swedenamazon.seOctober 2020 2018
United 1998 2017


See also: Criticism of Amazon § Amazon reviews

Amazon allows users to submit reviews to the web page of each product. Reviewers must rate the product on a rating scale from one to five stars. Amazon provides a badging option for reviewers which indicate the real name of the reviewer (based on confirmation of a credit card account) or which indicate that the reviewer is one of the top reviewers by popularity. As of December 16, 2020, Amazon removed the ability of sellers and customers to comment on product reviews and purged their websites of all posted product review comments. In an email to sellers Amazon gave its rationale for removing this feature: ". the comments feature on customer reviews was rarely used." The remaining review response options are to indicate whether the reader finds the review helpful or to report that it violates Amazon policies (abuse). If a review is given enough "helpful" hits, it appears on the front page of the product. In 2010, Amazon was reported as being the largest single source of Internet consumer reviews.[118]

When publishers asked Bezos why Amazon would publish negative reviews, he defended the practice by claiming that was "taking a different approach . we want to make every book available—the good, the bad and the ugly . to let truth loose".[119]

There have been cases of positive reviews being written and posted by public relations companies on behalf of their clients[120] and instances of writers using pseudonyms to leave negative reviews of their rivals' works.

Content search

"Search Inside the Book" is a feature which allows customers to search for keywords in the full text of many books in the catalog.[121][122] The feature started with 120,000 titles (or 33 million pages of text) on October 23, 2003.[123]

Third-party sellers

Amazon derives many of its sales (around 40% in 2008) from third-party sellers who sell products on Amazon.[124] Associates receive a commission for referring customers to Amazon by placing links to Amazon on their websites if the referral results in a sale. Worldwide, Amazon has "over 900,000 members" in its affiliate programs.[125] In the middle of 2014, the Amazon Affiliate Program is used by 1.2% of all websites and it is the second most popular advertising network after Google Ads.[126] It is frequently used by websites and non-profits to provide a way for supporters to earn them a commission.[127]

Associates can access the Amazon catalog directly on their websites by using the Amazon Web Services (AWS) XML service. A new affiliate product, aStore, allows Associates to embed a subset of Amazon products within another website, or linked to another website. In June 2010, Amazon Seller Product Suggestions was launched (rumored to be internally called "Project Genesis") to provide more transparency to sellers by recommending specific products to third-party sellers to sell on Amazon. Products suggested are based on customers' browsing history.[128] In 2019, Amazon launched a bigger local online store in Singapore to expand its product selection in the face of intensifying competition with competitors in the region.[129]

In July 2019, the 3rd U.S. City Court of Appeals in Philadelphia ruled that Amazon can be held accountable for faulty third-party sales.[130] The decision ran counter to a past lower court ruling that had favored Amazon. Heather Oberdorf had sued the company in 2016 over a dog leash that snapped, causing permanent loss of vision in one eye. If upheld, the decision would expose Amazon and similar platform businesses to strict liability lawsuits for defective products, which represents a major change in the law.[131] The panel sent the case back to the lower court, to decide whether the leash was actually defective.[132]

Amazon sales rank

The Amazon sales rank (ASR) provides an indication of the popularity of a product sold on any Amazon locale. It is a relative indicator of popularity that is updated hourly. Effectively, it is a "best sellers list" for the millions of products stocked by Amazon.[133] While the ASR has no direct effect on the sales of a product, it is used by Amazon to determine which products to include in its bestsellers lists.[133] Products that appear in these lists enjoy additional exposure on the Amazon website and this may lead to an increase in sales. In particular, products that experience large jumps (up or down) in their sales ranks may be included within Amazon's lists of "movers and shakers"; such a listing provides additional exposure that might lead to an increase in sales.[134] For competitive reasons, Amazon does not release actual sales figures to the public. However, Amazon has now begun to release point of sale data via the Nielsen BookScan service to verified authors.[135] While the ASR has been the source of much speculation by publishers, manufacturers, and marketers, Amazon itself does not release the details of its sales rank calculation algorithm. Some companies have analyzed Amazon sales data to generate sales estimates based on the ASR,[136] though Amazon states:

Please keep in mind that our sales rank figures are simply meant to be a guide of general interest for the customer and not definitive sales information for publishers—we assume you have this information regularly from your distribution sources

— Help[137]

Multi-level sales strategy

Amazon employs a multi-level e-commerce strategy. Amazon started by focusing on business-to-consumer relationships between itself and its customers and us bank secured credit card annual fee relationships between itself and its suppliers and then moved to facilitate customer-to-customer with the Amazon marketplace which acts as an intermediary to facilitate transactions. The amazon seller central customer service phone number lets anyone sell nearly anything using its platform. In addition to an affiliate program that lets anyone post Amazon links and earn a commission on click-through sales, there is now a program which lets those affiliates build entire websites based on Amazon's platform.[138]

Some other large e-commerce sellers use Amazon to sell their products in addition to selling them through their own websites. The sales are processed through and end up at individual sellers for processing and order fulfillment and Amazon leases space for these retailers. Small sellers of used and new goods go to Amazon Marketplace to offer goods at a fixed price.[139]

In November 2015, Amazon opened a physical Amazon Books store in University Village in Seattle. The store is 5,500 square feet and prices for all products match those on its website.[140] Amazon will open its tenth physical book store in 2017;[141] media speculation suggests Amazon plans to eventually roll out 300 to 400 bookstores around the country.[140]

In June 2018, it was reported that Amazon planned to open brick and mortar bookstores in Germany.[142]

In September 2020, Amazon launched Luxury Stores on its mobile app, where Oscar de la Renta become the first and only label to partner with the firm.[143]

Finances is primarily a retail site with a sales revenue model; Amazon takes a small percentage of the sale price of each item that is sold through its website while also allowing companies to advertise their products by paying to be listed as featured products.[144] As of 2018[update], is ranked 8th on the Fortune 500 rankings of the largest United States corporations by total revenue.[145]

For the fiscal year 2018, Amazon reported earnings of US$10.07 billion, with an annual revenue of US$232.887 billion, an increase of 30.9% over the previous fiscal cycle. Since 2007 sales increased from 14.835 billion to 232.887 billion, thanks to continued business expansion.[146]

Amazon's market capitalization went over US$1 trillion again in early February 2020 after the announcement of the fourth quarter 2019 results.[147]

Year Revenue[148]
in mil. USD$
Net income
in mil. USD$
Total Assets
in mil. USD$
1998 610
1999 1,639
2000 2,761
2001 3,122
2002 3,932
2003[149]5,263 35 2,162
2004[149]6,921 588 3,248
2005[149]8,490 359 3,696
2006[149]10,711 190 4,363
2007[149]14,835 476 6,485 17,000
2008[150]19,166 645 8,314 20,700
2009[151]24,509 902 13,813 24,300
2010[152]34,204 1,152 18,797 33,700
2011[153]48,077 631 25,278 56,200
2012[154]61,093 −39 32,555 88,400
2013[155]74,452 274 40,159 117,300
2014[156]88,988 −241 54,505 154,100
2015[157]107,006 596 64,747 230,800
2016[158]135,987 2,371 83,402 341,400
2017[159]177,866 3,033 131,310 566,000
2018[160]232,887 10,073 162,648 647,500
2019[161]280,522 11,588 225,248 798,000
2020[162]386,064 21,331 321,195 1,298,000


Since its founding, the company has attracted criticism and controversy for its actions, including: supplying law enforcement with facial recognition surveillance tools;[163] forming cloud computing partnerships with the CIA;[164] leading customers away from bookshops;[165] adversely impacting the environment;[166] placing a low priority on warehouse conditions for workers; actively opposing unionization efforts;[167] remotely deleting content purchased by Amazon Kindle users; taking public subsidies; seeking to patent its 1-Click technology; engaging in anti-competitive actions and price discrimination;[28][29] and reclassifying LGBT books as adult content.[168][169] Criticism has also concerned various decisions over whether to censor or publish content such as the WikiLeaks website, works containing libel and material facilitating dogfight, cockfight, or pedophile activities. In December 2011, Amazon faced a backlash from small businesses for running a one-day deal to promote its new Price Check app. Shoppers who used the app to check prices in a brick-and-mortar store were offered a 5% discount to purchase the same item from Amazon.[170] Companies like Groupon, eBay and countered Amazon's promotion by offering $10 off from their products.[171][172]

The company has also faced accusations of putting undue pressure on suppliers to maintain and extend its profitability. One effort to squeeze the most vulnerable book publishers was known within the company as the Gazelle Project, after Bezos suggested, according to Brad Stone, "that Amazon should approach these small publishers the way a cheetah would pursue a sickly gazelle."[114] In July 2014, the Federal Trade Commission launched a lawsuit against the company alleging it was promoting in-app purchases to children, which were being transacted without parental consent.[173] In 2019, Amazon banned selling skin-lightening and racist products that might affect the consumer's health.[174]

Environmental impact

In 2018, Amazon emitted 44.4 million metric tons of CO2.[175]

In November 2018, a community action group opposed the construction permit delivered to Goodman Group for the construction of a 160,000 square metres (1,700,000 sq ft) logistics platform Amazon will operate at Lyon–Saint-Exupéry Airport. In February 2019, Étienne Tête filed a request on behalf of a second regional community action group asking the administrative court to decide whether the platform served a sufficiently important public interest to justify its environmental impact. Construction has been suspended while these matters are decided.[166]

In September 2019, Amazon workers organized a walk-out as part of the Global Climate Strike.[176][177] An internal group called Amazon Employees for Climate Justice said over 1,800 employees in 25 cities and 14 countries committed to participating in the action to protest Amazon's environmental impact and inaction to climate change.[176] This group of workers petitioned Jeff Bezos and Amazon with three specific demands: to stop donating to politicians and lobbyists that deny climate change, to stop working with fossil fuel companies to accelerate oil and gas extraction, and to achieve zero carbon emissions by 2030.[178][177]

Amazon has introduced the Shipment Zero program, however Shipment Zero has only committed to reducing 50% of its shipments to net zero by 2030. Also, even that 50% does not necessarily mean a decrease in emissions compared to current levels given Amazon's rate of growth in orders.[179]

That said, Amazon's CEO has also signed the Climate Pledge, in which Amazon would meet the Paris climate agreement goals 10 years ahead of schedule, and would be carbon-neutral by 2040. Besides this pledge, it also ordered 100 000 electric delivery trucks from Rivian.[180] In September 2021, signatories of Amazon Environmental Pledge reached 200. [181] According to the report, signatories of pledge are from 16 countries, 25 industries. [182]

Amazon funds both climate denial groups including the Competitive Enterprise Institute and politicians denying climate change including Jim Inhofe.[183][184]

Amazon considered making an option for Prime customers to have packages delivered at the most efficient and environmentally-friendly time (allowing the company to combine shipments with the same destination) but decided against it out of fear customers might reduce purchases.[185] Since 2019, the company has instead offered customers an "Amazon Day" option, where all orders are delivered on the same day, emphasizing customer convenience, and it occasionally offers Prime customers credits in return for selecting slower and less expensive shipping options.[185]

The Solimo Strategy

In October 2021, based on several leaked internal documents, Reuters reported[186] that Amazon systematically harvested and studied data about their sellers' products' market performance, and used those data to identify lucrative markets and ultimately launch Amazon's own replacement products in India. The data included information about returns, the sizing of clothing down to the neck circumference and sleeve length, and the volume of product views on their website. Rivals' market performance data are not available to Amazon's sellers. The strategy also involved tweaking the search results to favor Amazon's own knock-off products. The Solimo Strategy's impact had a reach well beyond India: hundreds of Solimo branded household items, from multivitamins to coffee pods, are available in the US. One of the victims of the Solimo Strategy is the clothing brand John Miller, owned by India's 'retail king' Kishore Biyani.

Selling counterfeit, unsafe and discarded items

The selling of counterfeit products by Amazon has attracted widespread notice, with both purchases marked as being fulfilled by third parties and those shipped directly from Amazon warehouses being found to be counterfeit. This has included some products sold amazon seller central customer service phone number by Amazon itself and marked as "ships from and sold by".[187] Counterfeit charging cables sold on Amazon as purported Apple products have been found to be a fire hazard.[188][189] Such counterfeits have included a wide array of products, from big ticket items to every day items such as tweezers, gloves,[190] and umbrellas.[191] More recently, this has spread to Amazon's newer grocery services.[192] Counterfeiting was reported to be especially a problem for artists and small businesses whose products were being rapidly copied for sale on the site.[193]

One Amazon business practice that encourages counterfeiting is that, by default, seller accounts on Amazon are set to use "commingled inventory". With this practice, the goods that a seller sends to Amazon are mixed with those of the producer of the product and with those of all other sellers that supply what is supposed to be the same product.[194]

In June 2019, Buzzfeed reported that some products identified on the site as "Amazon's choice" were low quality, had a history of customer complaints, and exhibited evidence of product review manipulation.[195]

In August 2019, The Wall Street Journal reported that they had found more than 4,000 items for sale on Amazon's site that had been declared unsafe by federal agencies, had misleading labels, or had been banned by federal regulators.[196]

In the wake of the WSJ investigation, three U.S. senators – Richard Blumenthal, Ed Markey, and Bob Menendez – sent an open letter to Jeff Bezos demanding him to take action about the selling of unsafe items on the site. The letter said that "Unquestionably, Amazon is falling short of its commitment to keeping safe those consumers who use its massive platform."[197] The letter included a number of questions about the company's practices and gave Bezos a deadline to respond by September 29, 2019, saying "We call on you to immediately remove from the platform all the problematic products examined in the recent WSJ report; explain how you are going about this process; conduct a sweeping internal investigation of your enforcement and consumer safety policies; and institute changes that will continue to keep unsafe products off your platform."[197] Earlier in the same month, senators Blumenthal and Menendez had sent Bezos a letter about the Buzzfeed report.[197]

In December 2019, The Wall Street Journal reported that some people were literally retrieving trash out of dumpsters and selling it as new products on Amazon. The reporters ran an experiment and determined that it was easy for a seller to set up an account and sell cleaned up junk as new products. In addition to trash, sellers were obtaining inventory from clearance bins, thrift stores, and pawn shops.[198][199]

In August 2020, an appeals court in California ruled that Amazon can be held liable for unsafe products sold on its website. A Californian had bought a replacement laptop battery that caught fire and caused her to receive third-degree burns.[200]

Rigged search results

Reuters has reported[186] that Amazon has rigged its product search results to favor its own brand in India. According to the article, leaked internal strategy documents show that Amazon has systematically manipulated its search results such that Amazon's own brand products appear in the first three search results, leading customers to purchase those instead of other sellers' products on the platform. The company employed two tactics: search seeding and search sparkles. By search seeding Amazon boosted the rankings of its own branded goods. By search sparkles the company inserted promotions of their own brands into broad category searches.

Tax avoidance

Main article: Amazon tax

Amazon's tax affairs were investigated in China, Germany, Poland, South Korea, France, Japan, Ireland, Singapore, Luxembourg, Italy, Spain, United Kingdom, United States and Portugal.[201] According to a report released by Fair Tax Mark in 2019, Amazon is the worst offender of tax avoidance, having paid a 12% effective tax rate between 2010 and 2018, in contrast with 35% corporate tax rate in the US during the same period. Amazon countered that it had an 24% effective tax rate during the same period.[202]

Comments by Donald Trump and Bernie Sanders

In early 2018, President Donald Trump repeatedly criticized Amazon's use of the United States Postal Service and its prices for the delivery of packages, stating, "I am right about Amazon costing the United States Post Office massive amounts of money for being their Delivery Boy," Trump tweeted. "Amazon should pay these costs (plus) and not have them bourne [sic] by the American Taxpayer."[203] Amazon's shares fell by 6 percent as a result of Trump's comments. Shepard Smith of Fox News disputed Trump's claims and pointed to evidence that the USPS was offering below-market prices to all customers with no advantage to Amazon. However, analyst Tom Forte pointed to the fact that Amazon's payments to the USPS are not made public and that their contract has a reputation for being "a sweetheart deal".[204][205]

Throughout the summer of 2018, Vermont Senator Bernie Sanders criticized Amazon's wages and working conditions in a series of YouTube videos and media appearances. He also pointed to the fact that Amazon had paid no federal income tax in the previous year.[206] Sanders solicited stories from Amazon warehouse workers who felt exploited by the company.[207] One such story, by James Bloodworth, described the environment as akin to "a low-security prison" and stated that the company's culture used an Orwellian newspeak.[208] These reports cited a finding by New Food Economy that one third of fulfilment center workers in Arizona were on the Supplemental Nutrition Assistance Program (SNAP).[209] Responses by Amazon included incentives for employees to tweet positive stories and a statement which called the salary figures used by Sanders "inaccurate and misleading". The statement also charged that it was inappropriate for him to refer to SNAP as "food stamps".[207] On September 5, 2018, Sanders along with Ro Khanna introduced the Stop Bad Employers by Zeroing Out Subsidies (Stop BEZOS) Act aimed at Amazon and other alleged beneficiaries of corporate welfare such as Walmart, McDonald's and Uber.[210] Among the bill's supporters were Tucker Carlson of Fox News and Matt Taibbi who criticized himself and other journalists for not covering Amazon's contribution to wealth inequality earlier.[211][212]

On October 2, 2018, Amazon announced that its minimum wage for all American employees would be raised to $15 per hour. Sanders congratulated the company for making this decision.[213]

Opposition to trade unions

Main article: Amazon worker organization

A sticker expressing an anti-Amazon message is pictured on the back of a street sign in Seattle.

Amazon has opposed efforts by trade unions to organize in both the United States and the United Kingdom. In 2001, 850 employees in Seattle were laid off by after a unionization drive. The Washington Alliance of Technological Workers (WashTech) accused the company of violating union laws, and claimed Amazon managers subjected them to intimidation and heavy propaganda. Amazon denied any link between the unionization effort and layoffs.[214] Also in 2001, hired a US management consultancy organization, The Burke Group, to assist in defeating a campaign by the Graphical, Paper and Media Union (GPMU, now part of Unite the Union) to achieve recognition in the Milton Keynes distribution depot. It was alleged that the company victimized or sacked four union members during the 2001 recognition drive and held a series of captive meetings with employees.[215]

An Amazon training video that was leaked in 2018 stated "We are not anti-union, but we are not neutral either. We do not believe unions are in the best interest of our customers or shareholders or most importantly, our associates."[216] Two years later, it was found that Whole Foods was using a heat map to track which stores had the highest levels of pro-union sentiment. Factors including racial diversity, proximity to other unions, poverty levels in the surrounding community and calls to the National Labor Relations Board were named as contributors to "unionization risk".[217]

In early 2020, an Amazon internal documents were leaked, it said that Whole Foods has been using an interactive heat map to monitor its 510 locations across the U.S. and assign each store a unionization risk score based on such criteria as employee loyalty, turnover rate and racial diversity. Data collected in the heat map suggest that stores with low racial and ethnic diversity, especially those located in poor communities, are more likely to unionize.[218][219]

National Labor Relations Board determined that Amazon illegally fired two employees in retaliation for efforts to organize workers.[220] In April 2021, after a majority of workers in Bessemer, Alabama voted against joining the Retail, Wholesale and Department Store Union, the union asked for a hearing with the NLRB to determine whether the company created "an atmosphere of confusion, coercion and/or fear of reprisals" ahead of the union vote.[221]

Working conditions

Former employees, current employees, the media, and politicians have criticized Amazon for poor working conditions at the company.[222][223][224] In 2011, it was publicized that workers had to carry out tasks in 100 °F (38 °C) heat at the Breinigsville, Pennsylvania warehouse. As a result of these inhumane conditions, employees became extremely uncomfortable and suffered from dehydration and collapse. Loading-bay doors were not opened to allow in fresh air because of concerns over theft.[225] Amazon's initial response was to pay for an ambulance to sit outside on call to cart away overheated employees.[225] The company eventually installed air conditioning at the warehouse.[226]

Some workers, "pickers", who travel the building with a trolley and a handheld scanner "picking" customer orders, can walk up to 15 miles (24 km) during their workday and if they fall behind on their targets, they can be reprimanded. The handheld scanners give real-time information to the employee on how quickly or slowly they are working; the scanners also serve to allow Team Leads and Area Managers to track the specific locations of employees and how much "idle time" they gain when not working.[227][228]

In a German television report broadcast in February 2013, journalists Diana Löbl and Peter Onneken conducted a covert investigation at the distribution center of Amazon in the town of Bad Hersfeld in the German state of Hessen. The report highlights the behavior of some of the security guards, themselves being employed by a third-party company, who apparently either had a neo-Nazi background or deliberately dressed in neo-Nazi apparel and who were intimidating foreign and temporary female workers at its distribution centers. The third-party security company involved was delisted by Amazon as a business contact shortly after that report.[229][230][231][232]

In March 2015, it was reported in The Verge that Amazon would be removing non-compete clauses of 18 months in length from its US employment contracts for hourly-paid workers, after criticism that it was acting unreasonably in preventing such employees from finding other work. Even short-term temporary workers have to sign contracts that prohibit them from working at any company where they would "directly or indirectly" support any good or service that competes with those they helped support at Amazon, for 18 months after leaving Amazon, even if they are fired or made redundant.[233][234]

A 2015 front-page article in The New York Times profiled several former Amazon employees[235] who together described a "bruising" workplace culture in which workers with illness or other personal crises were pushed out or unfairly evaluated.[14] Bezos responded by writing a Sunday memo to employees,[236] in which he disputed the Times's account of "shockingly callous management practices" that he said would never be tolerated at the company.[14]

In an effort to boost employee morale, on November 2, 2015, Amazon announced that it would be extending six weeks of paid leave for new mothers and fathers. This change includes birth parents and adoptive parents and can be applied in conjunction with existing maternity leave and medical leave for new mothers.[237]

In mid-2018, investigations by journalists and media outlets such as The Guardian reported poor working conditions at Amazon's fulfillment centers.[238][239] Later in 2018, another article exposed poor working conditions for Amazon's delivery drivers.[240]

In response to criticism that Amazon does not pay its workers a livable wage, Jeff Bezos announced beginning November 1, 2018, all US and UK Amazon employees will arvest online login with blueiq a $15 an hour minimum wage.[241] Amazon will also lobby to make $15 an hour the federal minimum wage.[242] At the same time, Amazon also eliminated stock awards and bonuses for hourly employees.[243]

On Black Friday 2018, Amazon warehouse workers in several European countries, including Italy, Germany, Spain and the United Kingdom, went on strike to protest inhumane working conditions and low pay.[244]

The Daily Beast reported in March 2019 that emergency services responded to 189 calls from 46 Amazon warehouses in 17 states between the years 2013 and 2018, all relating to suicidal employees. The workers attributed their mental breakdowns to employer-imposed social isolation, aggressive surveillance, and the hurried and dangerous working conditions at these fulfillment centers. One former employee told The Daily Beast "It's this isolating colony of hell where people having breakdowns is a regular occurrence."[245]

On July 15, 2019, during the onset of Amazon's Prime Day sale event, Amazon employees working in the United States and Germany went on strike in protest of unfair wages and poor working conditions.[246][247]

In August 2019, the BBC reported on Amazon's Twitter ambassadors. Their constant support for and defense of Amazon and its practices have led many Twitter users to suspect that they are in fact bots, being used to dismiss the issues effecting Amazon workers.[248] In March 2021, a flurry of new ambassador accounts claiming to be employees defended the company against a unionization drive, in some cases making the false claim that there was no www 360 capital one to opt out of union dues. Amazon confirmed at least one was fake, and Twitter shut down several for violating its terms of use.[249]

In March 2020, during the coronavirus outbreak when the government instructed companies to restrict social contact, Amazon's UK staff was forced to work overtime to meet the demand spiked by the disease. A GMB spokesperson said the company had put "profit before safety".[250] GMB has continued to raise concerns regarding "gruelling conditions, unrealistic productivity targets, surveillance, bogus self-employment and a refusal to recognise or engage with unions unless forced", calling for the UK government and safety regulators to take action to address these issues.[251]

In its 2020 statement to its US shareholders, Amazon stated that "we respect and support the Core Conventions of the International Labour Organization (ILO), the ILO Declaration on Fundamental Principles and Rights at Work, and the United Nations Universal Declaration of Human Rights". Operation of these Global Human Rights Principles has been "long-held at Amazon, and codifying them demonstrates our support for fundamental human rights and the dignity of workers everywhere we operate".[252]

On November 27, 2020, Amnesty International said, workers in working for Amazon have faced great health and safety risks since the start of the COVID-19 pandemic. On Black Friday, one of Amazon's busiest periods, the company failed to ensure key safety features in France, Poland, the United Kingdom and USA. Workers have been risking their health and lives to ensure essential goods are delivered to consumer doorsteps, helping Amazon achieve record profits.[253]

On January 6, 2021, Amazon said that it is planning to build 20,000 affordable houses by spending $2 billion in the regions where the major employments are located.[254]

On January 24, 2021, Amazon said that it was planning to open a pop-up clinic hosted in partnership with Virginia Mason Franciscan Health in Seattle in order to vaccinate 2,000 persons against COVID-19 on the first day.[255]

In February 2021, Amazon said that it was planning to put cameras in its delivery vehicles. Although many drivers were upset by this decision, Amazon said that the videos would only be sent in certain circumstances.[256]

Drivers have alleged they sometimes have to urinate and defecate in their vans as a result of pressure to meet quotas. This was denied in a tweet from the official Amazon News account saying: "You don't really believe the peeing in bottles thing, do you? If that were true, nobody would work for us." Amazon employees subsequently leaked an email to The Intercept[257] showing the company was aware its drivers were doing so. The email said: "This evening, an associate discovered human feces in an Amazon bag that was returned to station by a driver. This is the 3rd occasion in the last 2 months when bags have been returned to station with poop inside."[258] Amazon acknowledged the issue publicly after denying it at first.[259]

In July 2021, workers at the warehouse in New York City filed a complaint with the Occupational Safety and Health Administration which describes harsh 12 hour workdays with sweltering internal temperatures that resulted in fainting workers being carried out on stretchers. The complaint reads "internal temperature is too hot. We have no ventilation, dusty, dirty fans that spread debris into our lungs and eyes, are working at a non-stop pace and [we] are fainting out from heat exhaustion, getting nose bleeds from high blood pressure and feeling dizzy and nauseous." They add that many of the fans provided by the company don't work, water fountains often lack water and cooling systems are insufficient. Those filing the complaint are affiliated with the Amazon Labor Union group attempting to unionize the facility, which the company has been actively campaigning against. Similar conditions have been reported elsewhere, such as in Kent, Washington during the 2021 heat wave.[260][261]

Conflict of interest with the CIA and DOD

In 2013, Amazon secured a US$600 million contract with the CIA, which poses a potential conflict of interest involving the Bezos-owned The Washington Post and his newspaper's coverage of the CIA.[262] Kate Martin, director of the Center for National Security Studies, said, "It's a serious potential conflict of interest for a major newspaper like The Washington Post to have a contractual relationship with the government and the most secret part of the government."[263] This was later followed by a US$10 billion contract with the U.S. Department of Defense.[164]

Seattle head tax and houselessness services

In May 2018, Amazon threatened the Seattle City Council over an employee head tax proposal that would have funded houselessness services and low-income housing. The tax would have cost Amazon about $800 per employee, or 0.7% of their average salary.[264] In retaliation, Amazon paused construction on a new building, threatened to limit further investment in the city, and funded a repeal campaign. Although originally passed, the measure was soon repealed after an expensive repeal campaign spearheaded by Amazon.[265]

Nashville Operations Center of Excellence

The incentives given by the Metropolitan Council of Nashville and Davidson County to Amazon for their new Operations Center of Excellence in Nashville Yards, a site owned by developer Southwest Value Partners, have been controversial, including the decision by the Tennessee Department of Economic and Community Development to keep the full extent of the agreement secret.[266] The incentives include "$102 million in combined grants and tax credits for a scaled-down Amazon office building" as well as "a $65 million cash grant for capital expenditures" in exchange for the creation of 5,000 jobs over seven years.[266]

The Tennessee Coalition for Open Government called for more transparency.[266] Another local organization known as the People's Alliance for Transit, Housing, and Employment (PATHE) suggested no public money should be given to Amazon; instead, it should be spent on building more public housing for the working poor and the homeless and investing in more public transportation for Nashvillians.[267] Others suggested incentives to big corporations do not improve the local economy.[268]

In November 2018, the proposal to give Amazon $15 million in incentives was criticized by the Nashville Firefighters Union and the Nashville chapter of the Fraternal Order of Police,[269] who called it "corporate welfare."[270] In February 2019, another $15.2 million in infrastructure was approved by the council, although it was voted down by three council members, including Councilwoman Angie Henderson who dismissed it as "cronyism".[271]

Facial recognition technology and law enforcement

While Amazon has publicly opposed secret government surveillance, as revealed by Freedom of Information Act requests it has supplied facial recognition support to law enforcement in the form of the Rekognition technology and consulting services. Initial testing included the city of Orlando, Florida, and Washington County, Oregon. Amazon offered to connect Washington County with other Amazon government customers interested in Rekognition and a body camera manufacturer. These ventures are opposed by a coalition of civil rights groups with concern that they could lead to an expansion of surveillance and be prone to abuse. Specifically, it could automate the identification and tracking of anyone, particularly in the context of potential police body camera integration.[163][272][273] Because of the backlash, the city of Orlando publicly stated it will no longer use the technology, but may revisit this decision at a later date.[274]

Access to NHS data

The UK government awarded Amazon a contract that gives the company free access to information about healthcare published by the UK's National Health Service.[275] This will, for example, be used by Amazon's Alexa to answer medical questions, although Alexa also uses many other sources of information. The material, which excludes patient data, could also allow the company to make, advertise and sell its own products. The contract allows Amazon access to information on symptoms, causes and definitions of conditions, and "all related copyrightable content and data and other materials". Amazon can then create "new products, applications, cloud-based services and/or distributed software", which the NHS will not benefit from financially. The company can also share the information with third parties. The government said that allowing Alexa devices to offer expert health advice to users will reduce pressure on doctors and pharmacists.[276]

Collection of data and surveillance

On February 17, 2020, a Panorama documentary broadcast by the BBC in the UK highlighted the amount of data collected by the company and the move into surveillance causing concerns of politicians and regulators in the US and Europe.[277][278]

Antitrust complaints

On June 11, 2020, the European Union announced that it will be pressing charges against Amazon over its treatment of third-party e-commerce sellers.[279]

In July 2020, Amazon along with other tech giants Apple, Google and Meta were accused of maintaining harmful power and anti-competitive strategies to quash potential competitors in the market.[280] The CEOs of respective firms appeared in a teleconference on July 29, 2020, before the lawmakers of the U.S. House Antitrust Subcommittee.[281] In October 2020, the antitrust subcommittee of the U.S. House of Representatives released a report accusing Amazon of abusing a monopoly position in ecommerce to unfairly amazon seller central customer service phone number with sellers on its own platform.[282]

Anti-vaccination and non-scientific cancer 'cures'

Anti-vaccination and non evidence-based cancer 'cures' have routinely appeared high in Amazon's books and videos. This may be due to positive reviews posted by supporters of untested methods, or gaming of the algorithms by truther communities, rather than any intent on the company's part.[283][284]

Wired magazine found that Amazon Prime Video was full of 'pseudoscientific documentaries laden with conspiracy theories and pointing viewers towards unproven treatments'.[285]

U.S. Rep. Adam Schiff (D-Calif.) expressed concern that Amazon was “surfacing and recommending products and content that discourage parents from vaccinating their children.” Amazon subsequently removed five anti-vaccination documentaries.[286] Amazon also removed 12 books that unscientifically claimed bleach could cure conditions including malaria and childhood autism. This followed an NBC News report about parents who used it in a misguided attempt to reverse their children's autism.[287]

Response to COVID-19 pandemic

Hazard pay and overtime

Amazon introduced new policies to reward frontline workers for continuing to come into work during the crisis. One of these policies, announced on March 16, 2020, was a temporary $2-per-hour rise in pay. This policy expired in June 2020.[288] Amazon also announced a policy of unlimited, unpaid time off that lasted until April 30, 2020.[289]

Additional hiring as a result of pandemic

In response to the COVID-19 pandemic, Amazon introduced temporary restrictions on the sale of non-essential goods. In March 2020, it hired some 100,000 more staff in the US to help deal with essential items such as food and medical equipment. It also reported that it was so busy that it was unable to bring on board new customers and therefore had to have a waiting list. In April, the firm announced that it was going to hire up to 75,000 workers to help deal with increased demand.[290] In September 2020, the company announced it would hire an additional 100,000 workers in the United States and Canada.[291]

Employee protests during COVID-19

During the pandemic there have been protests by the Amazon workers at warehouses in the US, France, and Italy. The BBC reported that there were confirmed coronavirus cases in more than 50 locations.[290] The reason for the protests is the company policy to "run normal shifts" despite many positive cases of the virus.[292] According to the UNI Global Union, "Amazon cannot act like this is business as usual. We are facing a deadly virus that has already taken the lives of thousands of people and paralyzed the world's economy. If distribution centers are not safe for workers right now, they should be closed immediately."[292] In Spain, the company has faced legal complaints over its policies.[293] Despite workers at 19 warehouses in the US having tested positive for COVID-19, Amazon did not shut down warehouses, only doing so when forced by the government or because of protests. A group of US Senators wrote an open letter to Bezos in March 2020, expressing concerns about worker safety.[294]

An Amazon warehouse protest on March 30, 2020, in Staten Island led to its organizer, Christian Smalls, being fired. Amazon defended the decision by saying that Smalls was supposed to be in self-isolation at the time and leading the protest put its other workers at risk.[293] Smalls has called this response "ridiculous".[295] The New York state attorney general, Letitia James, is considering legal retaliation to the firing which she called "immoral and inhumane."[293] She also asked the National Labor Relations Board to investigate Smalls' firing. Smalls himself accuses the company of retaliating against him for organizing a protest.[295] At the Staten Island warehouse, one case of COVID-19 has been confirmed by Amazon; workers believe there are more, and say that the company has not cleaned the building, given them suitable protection, or informed them of potential cases.[294] Smalls added specifically that there are many workers there in risk categories, and the protest only demanded that the building be sanitized and the employees continue to be paid during that process.[295] Derrick Palmer, another worker at the Staten Island facility, told The Verge that Amazon quickly communicates through text and email when they need the staff to complete mandatory overtime, but have not been using this to tell people when a colleague has contracted the disease, instead waiting days and sending managers to speak to employees in person.[294] Amazon claim that the Staten Island protest only attracted 15 of the facility's 5,000 workers,[296] while other sources describe much larger crowds.[294]

On April 14, 2020, two Amazon employees were fired for "repeatedly violating internal policies", after they had circulated a petition about health risks for warehouse workers internally.[297]

On May 4, Amazon vice president Tim Bray resigned "in dismay" over the firing of whistle-blower employees who spoke out about the lack of COVID-19 protections, including shortages of face masks and failure to implement widespread temperature checks which were promised by the company. He said that the firings were "chickenshit" and "designed to create a climate of fear" in Amazon warehouses.[298]

In a Q1 2020 financial report, Jeff Bezos announced that Amazon expects to spend $4 billion or more (predicted operating profit for Q2) on COVID-19-related issues: personal protective equipment, higher wages for hourly teams, cleaning for facilities, and expanding Amazon's COVID-19 testing capabilities. These measures intend to improve the safety and well-being of hundreds of thousands of the company's employees.[299]

From the beginning of 2020 until September of the same year, the company declared that the total number of workers who had contracted the infection was 19,816.[300]

Closure in France

The SUD (trade unions) brought a court case against Amazon for unsafe working conditions. This resulted in a French district court (Nanterre) ruling on April 15, 2020, ordering the company to limit, under threat of a €1 million per day fine, its deliveries to certain essential items, including electronics, food, medical or hygienic products, and supplies for home improvement, animals, and offices.[301] Instead, Amazon immediately shut down its six warehouses in France, continuing to pay workers but limiting deliveries to items shipped from third-party sellers and warehouses outside of France.[302] The company said the €100,000 fine for each prohibited item shipped could result in billions of dollars in fines even with a small fraction of items misclassified.[303] After losing an appeal and coming to an agreement with labor unions for more pay and staggered schedules, the company reopened its French warehouses on May 19.[302]


Amazon lobbies the United States federal government and state governments on multiple issues such as the enforcement of sales taxes on online sales, transportation safety, privacy and data protection and intellectual property. According to regulatory filings, focuses its lobbying on the United States Congress, the Federal Communications Commission and the Federal Reserve. spent roughly $3.5 million, $5 million and $9.5 million on lobbying, in 2013, 2014 and 2015, respectively.[304] was a corporate member of the American Legislative Exchange Council (ALEC) until it dropped membership following protests at its shareholders' meeting on May 24, 2012.[305]

In 2014, Amazon expanded its lobbying practices as it prepared to lobby the Federal Aviation Administration to approve its drone delivery program, hiring the Akin Gump Strauss Hauer & Feld lobbying firm in June.[306] Amazon and its lobbyists have visited with Federal Aviation Administration officials and aviation committees in Washington, D.C. to explain its plans to deliver packages.[307] In September 2020 this moved one step closer with the granting of a critical certificate by the FAA.[308]

In 2019, it spent $16.8m and had a team of 104 lobbyists, up from $14.4m and 103 lobbyists in 2018.[309]

See also


  1. ^"tm2035374-1_def14a - none - 7.9375412s".
  2. ^
  3. ^Dastin, Jeffrey; Kaye, Danielle (July 30, 2021). "Amazon faces more than slowing sales growth: it needs more warehouses". Reuters. Retrieved September 27, 2021.
  4. ^", Inc. 2020 Form 10-K Annual Report". U.S. Securities and Exchange Commission.
  5. ^"California Secretary of State Business Search". Secretary of State of California.
  6. ^", Inc. - Form-10K". NASDAQ. December 31, 2018. Retrieved March 17, 2019.
  7. ^Lotz, Amanda. "'Big Tech' isn't one big monopoly – it's 5 companies all in different businesses". The Conversation. Retrieved May 16, 2019.
  8. ^"The Big Four of Technology". October 31, 2017. Retrieved May 16, 2019.
  9. ^Rivas, Teresa. "Ranking The Big Four Tech Stocks: Google Is No. 1, Apple Comes In Last". Retrieved May 16, 2019.
  10. ^"FANG Stocks News: Facebook, Amazon, Netflix And Google". Investor's Business Daily. September 15, 2020.

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Whether you are a new or experienced seller, Amazon Seller Support is here to help. You can contact us via Seller Central to get support and have your issues resolved. As an Amazon seller, you also have the option of getting support over the phone. Our trained seller support team is available all day to assist you with any confusions, doubts, issues, or problems you may have. Our support is available in English, Hindi, Kannada, Tamil, and Telugu.

Learn online with Seller University

Amazon sellers have unlimited access to Seller University. With a library of videos, tutorials, and step-by-step instructions, Seller University is your one-stop shop for self-learning as an Amazon Seller. You have a wide variety of learning options to choose from:
  • Learn from video guides and instruction materials
  • Take part in an online seminar with live chat to resolve doubts
  • Attend one of our in-person classroom session, held in 17+ cities
  • Hire professional assistance

    Sometimes, you need to hire an expert to get the job done. Amazon provides you with this option through our Service Provider Network (SPN). Amazon SPN lets you connect with verified third-party professionals for product photography, cataloguing, account management, or advertising. You can access our Service Provider Network once you register to sell on Amazon under 'Apps and Services' inside Seller Central.
    And we'll help you along the way whenever you need it.

    Contact Amazon Amazon seller central customer service phone number customer service

    Amazon UK has decided not to accept complaints raised via Resolver.

    We think this is a shame, as we are believe consumers should have many options to access support when raising their issues. However, if you decide to use Resolver, you'll still be able to access our rights guides and template letters to assist with your complaint.

    Please contact Amazon UK directly in addition to making a Resolver case. We are sorry for the inconvenience.

    Complaints about Amazon Pay, Amazon Platinum Mastercard or the way your data is handled are an exception. Amazon must reply to these.

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    How to complain about Amazon UK customer service

    Resolver is a completely free complaint-resolution tool that puts the British consumer directly in touch with the customer service providers who can resolve their complaint.

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    Email Amazon UK

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    Amazon’s mission is to be ‘Earth’s most customer-centric company’, and our award-winning Customer Service team is an essential part of that mission. Through our innovative world-class self-service technologies developed by our “CS” team, we support customers from 75+ service locations around the globe. We consider each contact an opportunity to advocate for customers and provide support via phone, email and chat 24/7. Our CS technology and product teams build world-class CRM systems and innovative self-service solutions that are used by millions of customers each day on Amazon’s websites, shopping apps, and through Amazon’s family of digital products such as Kindle, Echo, and Alexa.

    Working in a dynamic and fast paced environment, our CS team is continuously raising the bar on customer experience by advocating and inventing for customers, playing a key role in leading the way towards Amazon’s ultimate goal to be Earth’s most customer-centric company. “We are a company of pioneers. It’s our job to make bold bets, and we get our energy from inventing on behalf of our customers.” – Jeff Bezos, CEO

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    How To Contact Amazon Seller Support & Customer Care Explained

    Whether you have an issue with finding a customer’s shipping address, you are struggling to cancel that product listing that you have launched, or even want to revoke the suspension of your account, try dialling the Amazon seller central phone number.

    Within a few minutes, the Amazon Seller Support team will help you fix the issue. How do they do it? Let’s dig out the details.

    What Is Amazon Seller Support?

    The Amazon’s seller support team assist sellers from their registration process to becoming an approved seller. However, it is not limited to this.

    While some sellers sell their items but choose Amazon warehouses for their goods to get packed and delivered to the respective customers, others prefer selling and shipping their products to customers on their own.

    While executing these tasks, sellers might face issues and seller support help them in all ways.

    In fact, even to an extent that if a seller has an issue with a customer, the team helps him or her to connect.

    What Is The Amazon Seller Central Phone Number?

    After proper research, we found that there is no direct phone number or helpline to contact Amazon customer support, especially for sellers.

    The only way you can contact them is to log in to your seller account and request contact. (Here is the link)

    If you are a seller on Amazon and have questions about your seller account, you can contact –  Seller Support.

    If you are a seller in the Kingdom ( and have queries about your seller account, you can contact Seller Support Europe.

    If you are a seller in Japan ( and have questions about your seller account, you can contact Seller Support Japan.

    If you are selling in India ( and have queries about your seller account, you can contact the customer support at Seller Support India.

    If you are a seller in the United Kingdom ( and have queries about your seller account, you can contact Seller Support Europe. If you’re new to the platform, check out this link to get in touch with the Amazon support team.

    If you’re selling in Canada ( and have queries about your seller account, you can contact customer support here.

    If you’re selling in Australia ( and have queries about your seller account, you can contact customer support here or you can sign in to get all the helpful information.

    If you’re selling in UAE ( and have queries about your seller account, you can contact customer support here.

    If you’re selling in Netherlands ( and have queries about your seller account, you can contact customer support here.

    If you’re selling in Saudi Arabia ( and have queries about your seller account, you can contact customer support here.

    Note: Though we have taken the phone number from their official website, there might be times when these phone numbers may not work.

    The best way is to contact the support team within the Amazon Seller Central. To do this, follow the instructions given below:

    Step 1: Sign in to your Amazon Seller Account by clicking this link.

    Step 2: When you connect to Amazon Seller Central customer service, it is important to first choose what your problem is associated with. Generally, you will see two options:

    • Selling on Amazon –Select this option if you have queries related to selling or listing on
    • Advertising & Stores – Select this option if you have queries related to sponsored brands, stores, and sponsored products.
    amazon seller support number

    You have to be specific about the issue that you are facing in the Seller Central. So, choose the respective option.

    Step 3: After you click any one of the above two options, you will be redirected to a detailed page, which has a search bar and a list of common questions as hyperlinks.

    Step 4: Look for the questions displayed and if it is something that you want to ask, you can directly is ubank covered by government guarantee and get the answers. However, if your question is not listed, type the issue on the seller support’s search bar and press the enter key.

    Step 5: If your issue still doesn’t show up on the search results, then on the left pane, click on the dropdown option named “Other account issues.”

    amazon seller central support email id

    Step 6: Upon clicking the above option, on the right pane, you will have a dropdown to choose the language you want to communicate in. Choose the respective language.

    Step 7: At the bottom, you will see three tabs to communicate with the customer support team – Email, Phone, and Chat. Choose anyone.

    Step 8: When you click the Email tab, you should write the reason for contact and describe the issue that you are facing in a few lines. Click on the submit button. The email will be then sent to the customer service team and they will reply to your email within 24 hours or less. Note that you will receive the email on the ID that you have registered your seller account with.

    Step 9: When you click the phone tab, you directly get the option to talk to any of the Amazon associates directly. All you have to do is to select the country from the dropdown menu provided. Enter your contact number. If you feel that your issue needs to be addressed immediately, check the box that says “this issue is urgent and requires immediate attention.” Along with these details, you need to write a few lines about the issue and press the button “call me now.”

    A member from the customer support team will call you in a few minutes and you can communicate about your issue in detail and get proper assistance.  

    seller suport contact

    Telling them multiple issues at the same time lead to confusion and he or she might not be able to give the right solution.

    Also, doing this might cause further delays and nothing might be fixed on time because your issue will move around from one department to the other.

    In addition, there might be chances that a few issues would still not be addressed. And definitely, you don’t want that to happen.

    Moreover, it is important to note that Amazon has clearly crafted algorithms that base the kind of support you will get. This depends on 3 factors:

    • The kind of issue you are facing
    • For how long has your issue or ticket been open
    • How many responses your issue received from the time it was opened

    When you talk to the customer support team, keep the following things in mind:

    Before you decide to talk to the Amazon seller support team, ensure that you have a few things handy, as they are required while describing your questions or issues:

    • Keep your seller account details and billing information handy, as the representative might ask you for it.
    • Before talking to the representative, ensure that you have your unresolved order open on the computer screen, especially if you are calling to talk about an order or a dispute that you have with a customer.
    • Keep a notepad or a paper and a pen handy to jot down some details that the representative may give you. This information might be required to follow the issue to get it resolved.
    Advanced Amazon Seller Analytics Software

    A Complete Beginner’s Guide to Selling on Amazon

    Your online store is your home base, where you showcase your brand, connect with your audience and sell your products.

    That said, there are many ways to reach and sell to existing and new audiences through online marketplaces like Amazon.

    If you’re a new ecommerce startup, you may have some questions, including:

    • Why should I sell on Amazon?
    • How do I manage pricing between my Shopify store and Amazon?
    • What does it take to grow a business on Amazon, and how can I keep it growing over the long term?
    • What options and programs are available on Amazon that I should use?

    The goal of this guide is to tackle these questions and help you understand how to create and grow a profitable and sustainable business on Amazon. You’ll learn how to start selling on Amazon, how to optimize your time, and what things you can control to build a business on Amazon.

    Start selling on Amazon today 💰

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    The opportunity in marketplaces

    It’s no secret that marketplaces are a big opportunity for ecommerce brands. The top online marketplaces in the world sold $2.67 trillion in 2020, accounting for 62% of global web sales that year. The growth of marketplaces leaves retailers with one question: should you sell through online selling sites?

    Marketplaces like Amazon and eBay can help people discover your brand easier. Amazon has over 150 Prime members and 300 million active customer accounts worldwide. You can set up a selling account fast and reach a global audience with ease—but this all comes with a price.

    Fees aside, Amazon has been under fire for steamrolling its sellers. From using data about independent sellers to developing competing products to creating blatant copycat brands, you run the risk of losing sales and customer data when selling on marketplaces.

    So what does that mean you for? Look at it this way: these marketplaces give consumers a plethora of choices. They give shoppers a quick and easy way to find the products they already want. What they don’t do, however, is provide an enjoyable shopping experience where products are organically discovered, like in an online store.

    This gives ecommerce businesses a unique opportunity. You can use Amazon to sell certain products and help improve brand awareness, as well as create an online store where you control the experience and the data, and save money on fees.

    Use both a branded web store and marketplaces to complement each other. This reduces customer dependency on a single sales channel but also provides customers an option for additional discoverability and buying features.

    Many customers are die-hard Amazon shoppers, so by exposing your products to these regular users, there’s a higher likelihood they’ll find you and purchase from you through the channel they’re already comfortable with.

    Those with less allegiance to Amazon may enjoy the experience of browsing your website and engaging with your brand. Your email subscription offer, remarketing ads, and social media profiles make it easier to stay in touch with these more-brand-focused shoppers.

    How to sell on Amazon for the first time

    Now that you’re clear on the opportunity marketplaces can provide, let’s walk through how to set up on Amazon as a new seller.

    1. Choose a plan
    2. Figure out a selling strategy
    3. Create an Amazon seller account
    4. Understand Amazon’s cost structure
    5. Learn Amazon Seller Central
    6. Choose your fulfillment option
    7. List your first product

    Choose a plan

    One of the first decisions you’ll make when selling on Amazon is the type of seller plan you’ll use. Amazon offers two plans for sellers: Individual and Professional. The main difference between the two depends on your projected volume of sales.

    amazon seller plan options

    The Individual plan is a pay-as-you-go plan that gives you access to basic listing and order management tools. Individual sellers pay $0.99 every time they sell an item. You don’t pay any fees unless Amazon sells an item.

    The Professional seller plan is a monthly subscription service that offers a suite of tools and benefits, including Amazon Marketplace Web Service, advanced business reports, customizable shipping rates, and eligibility for top placement on detail pages. The price is $39.99 per month, but can vary depending on if you sell across multiple countries or not.

    amazon seller account features

    Amazon also takes a referral fee on each sale. This fee is a percentage of the total transaction and varies by product category.

    Which is the best fit for you? If you plan to sell more than 40 products per month, you may want to choose the Professional plan. If you sell less than 40 products per month or have seasonal fluctuation in sales, the Individual plan may be better for you.

    Figure out your selling strategy

    Your business strategy for Amazon should cover what types of products you’ll sell. Some options include:

    • Finding popular or trending products and reselling them on Amazon
    • Manufacturing your own products or sourcing goods under a private label
    • Working with a specific supplier to start an Amazon dropshipping store

    💡 Tip: Many Shopify store owners will use a free Shopify app to sync inventory and sell products from their own stores to Amazon. That way you don’t have to create separate selling plans and can control inventory management in one place.

    Create an Amazon seller account

    The next step is to create a new Amazon seller account. Before signing up, keep the following on hand:

    • Business email address
    • Bank account number or bank routing number
    • Active credit card
    • Government issued national ID
    • Tax information
    • Phone number

    Next, head over to to sign up. Amazon will ask for details about your business, such as address and tax information, as well as bank and identity information.

    creating an Amazon seller account

    Amazon requires sellers to get approval for certain product types. Fashion, grocery, music, and jewelry are popular categories that require approval before setting up your Amazon seller account. Read the overview of product categories you can sell in.

    approving your product

    Once your Amazon seller account is approved, you're ready to get your products listed and start selling.

    Understand Amazon’s cost structure

    You can start selling on Amazon with little money. But there are some fees you should be aware of because they’re frequently charged and can impact your Amazon channel’s ROI. The following fees aren’t the only fees, amazon seller central customer service phone number the common ones.

    • Referral fees. Amazon charges a commission for selling on the platform. It’s different for each category. The average referral fee is 15%, but can range from 8% to 45%.
    • Closing fees. This is a $1.80 fee taken from each unit sold for products in media categories (books, DVDs, music, software and computer/video games, video game consoles, and video game accessories).
    • FBA fees. If you use Fulfillment by Amazon (referred to as the Amazon FBA program) you’ll cover the shipping and handling costs for a sale. This fee is charged to fulfill items for Amazon purchases and depends on the item’s category, size, and weight. A standard package may cost you between $2.41 and $4.71.
    • Additional Amazon fees. Amazon will also charge you inventory storage fees for inventory in its fulfillment center. You may pay monthly or long-term storage fees, as well as disposal order fees, return fees, and advertising costs.

    For an in-depth look at all possible fees, read the Selling on Amazon fees guide.

    Making your way around Amazon Seller Central

    While this guide is meant to summarize key strategies and initiatives you can use to grow your business on Amazon, let’s go over a few of the basics, starting with the difference between selling on Amazon (seller, 3P, or marketplace seller) and selling to Amazon (vendor).

    1. Amazon Seller Central with Fulfillment Options

    When you’re a seller on Amazon’s marketplace, you own the inventory until a customer receives it. You can opt in to have Amazon facilitate fulfillment and support to customers or do it yourself.

    In most cases, being a third-party seller is the easiest and least expensive way to start selling on Amazon. Sellers utilize the Seller Central portal, with some different features available than with the Vendor portal.

    2. Amazon Vendor Central

    Becoming an Amazon vendor means you can sell direct wholesale to Amazon. However, it then owns the product once it receives it. Amazon Vendor Central is an invite-only program and can be a good option for businesses that don’t want to sell directly to Amazon customers.

    Benefits of being a vendor:

    • Builds customer trust
    • Simple selling process
    • Marketing placements on category pages, corporate emails, etc.
    • Access to additional category initiatives such as Gift Guides, Holiday Collections, etc.
    • Access to programs such as Prime Now, Fresh, and Pantry
    • Lower chance of account being suspended for unknown reasons

    Disadvantages of being a vendor:

    • Less direct control over pricing
    • Fulfillment is more complicated and offers less control
    • Slower payment terms
    • Typically the more expensive model
    • Increased reliance on Amazon Vendor Manager and Retail teams

    While there is overlap between features available on the Seller versus Vendor portals, we will focus the remainder of this post primarily on features available on Seller Central, since it’s most accessible to you.

    3. Amazon Seller App

    Amazon also offers sellers a mobile app to manage their business on the go. Amazon Seller is an easy way to analyze sales, fulfill orders, manage returns, and respond to customer questions on the app. You can even create product listings on your phone.

    Amazon Seller is available for Android and iOS and is free for sellers.

    Choose your fulfillment options

    As a seller, you have two fulfillment options: the do-it-yourself option or using FBA, where Amazon is responsible for receiving, packaging, and shipping orders.

    Fulfilled by Merchant (FBM)

    You fulfill directly to customers and manage shipping, returns, and customer service. This is a good option for made-to-order products or for products that require a longer lead time for processing.

    Fulfillment by Amazon (FBA)

    You send inventory to an Amazon Fulfillment Center (FC) and it ships products and manages returns from customers. You control how much inventory to send to FCs and you pay storage fees for the product in addition to a fulfillment fee for every unit sold to customers. Keep in mind you still own the inventory until a customer receives it.

    In this model, Amazon handles payment from the customer and pays you every two weeks. You get access to Amazon’s customer service team that handles questions, returns, and refunds. You’ll also get access to Amazon Prime and Free Super Saver Shipping to scale your business.

    List your first product

    The product detail page is where the sales happen on Amazon. The information you put on this page helps sell your product and encourage shoppers to buy. Candle brand Homesick has a stellar example of a product page that sells. Let’s look at why.

    product listing example

    Targeted product title

    Your product title is essential for an Amazon listing for two reasons: One, it captures shoppers’ attention and tells them they are in the right place. Two, it can improve your click-through rate in search and improve your SEO ranking.

    Product titles have a 200-character limit, but you’ll want to keep your title between 60 and 80 characters. Why?

    • A Skubana study of over 3,000 high-ranking Amazon listings found that 33% of them fell between 60 and 80 characters.
    • The Amazon Seller Central guidelines recommend it.
    • Amazon can shorten product titles over 112 characters.

    Every word in your product title is searchable. Include the most relevant search in the beginning of your product title. You’ll notice Homesick uses its brand name (Homesick), the product line (Scented Candle), the style (Hawaii), features (Scents of Pineapple, Coconut), and the container size.

    Amazon product listing detail

    This gives shoppers a clear and concise description of your product. They can then make a decision whether to stay on your page or go find the product elsewhere.

    Clear product images

    Your main photo should clearly show what the product is before zooming in. Additional photos should provide additional angles of the product and, if relevant, lifestyle imagery.

    Amazon image examples

    You can also add video to give shoppers a more in-depth look at your products. Shoppers can scroll through your media to help them decide if the product is a good fit for them. Note: Make sure your images are high quality. Shoppers can also zoom in to see the finer details of your product. You don’t want to present a pixelated image of your product.

    How many images should you include? According to the Skubana study, the top 62% of Amazon listings had between five and eight images for customers to view. Aim to add five images at minimum to your product listing page.

    Concise bullet points

    Bullet points help shoppers get their desired information fast. They are descriptive texts on your product detail page that showcase the benefits of your product. Homesick keeps its bullet points short and sweet, highlighting only key information that potential buyers look for in a candle, such as burn time, scent notes, type of wax, and candle care.

    amazon product detail bullets

    Make sure to hit all of the key areas that customers need answered before they have to scroll below the fold on desktop or to additional sections on mobile. Mention key facts, like if there is a warranty or customer service available to troubleshoot issues. Avoid having bullet points that are more than a few lines long since most customers are skimming this section.

    Concise product descriptions

    Remember that customers are skimming, so a 20-line long paragraph probably won’t do the job. Use your brand voice here and reiterate key selling points while mentioning any supporting facts that can help customers understand why they need to buy now.

    Brand registered sellers can use Enhanced Brand Content, or EBC, to improve their product detail page. EBC, now known as A+ content, which gives you more room on the page to add visuals and text to increase customer engagement and tell a better product and brand story. The potential benefits are increased conversion, lower return rates, and increased brand following.

    Homesick uses this space to highlight its unique value proposition and further describe its candle line.

    A+ content example

    EBC lets sellers build visual features like comparison tables to help buyers make an informed decision.

    Sellers can also use this section to discuss different benefits and features, show social proof, or provide use cases that help buyers envision using the product. A+ content is a powerful tool for lifting sales. Ecommerce brands like WHOOSH! have seen a 170% increase in sales six months after implementing EBC.

    Product variations

    Variations let you easily display to customers the various size, color, style, etc. options you have for a product. While each product will still have its own unique ASIN and detail page, variations give customers the ability to quickly switch between options of a product and see different reviews.

    For example, if you are selling an iPhone case in black, blue, and silver, a variation will allow customers to easily hover over the various color combinations, and the cardless nfc atm near me for all of those options will be pooled together (i.e., the black gets five reviews, blue gets three reviews, and silver gets two reviews. The review count displayed for all options would be 10).

    Here is an example of a detail page before and after it updated the key items to maximize conversion.

    before and after amazon listing

    Free Guide: How to Find a Profitable Product to Sell Online

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    Amazon growth opportunities

    Encourage product reviews

    It’s no secret that reviews are extremely important. We have likely all bought something on Amazon, and in many of those cases the decision came down to which product had the better reviews, even if it had a higher price.

    Sellers are allowed to send follow-up emails to customers related to a specific order, and there are several automated services available that can help you manage this process. The guidelines are here but, in summary, you may not:

    • send emails with marketing or promotional messages
    • have links to other websites
    • demand, ask for, or incentivize positive reviews

    You can, however, send a few emails confirming you have received an order that also follow up to request the customer leave a review or seller feedback.

    There are tons of best practices for email marketing out there, but aim to send no more than two to three emails: one during the order confirmation or delivery phase and one a few weeks after the product was received.

    Avoid making your emails feel too “spammy” or aggressive, and give customers an outlet to share negative feedback directly with you prior to writing a negative review. Services such as Feedback Five or Feedback Genius can automate the process and make your life a lot easier.

    Run sponsored product ads

    Amazon has a robust ad platform that lets you market your product to customers on Amazon.

    Amazon Sponsored Product Ads is a PPC (pay per click) model that lets you promote your products along search results. Placements on desktop can be above, alongside, or below search results, as well as on product detail pages.

    sponsored product ads

    Three things to keep in mind when running Amazon PPC ads:

    One: Start with automatic targeting. This allows Amazon to use its powerful search algorithms to suggest an exhaustive list of potential keywords for you. This requires you to pick a flat default bid across all keywords, but the goal here is to get data on how various keywords perform.

    Two: Once you have at least a few weeks’ worth of data (the longer the better), start evaluating your automatic targeting campaign to determine which keywords performed the best. You will want to transition those over to a manual campaign, where you can now focus on only the most relevant keywords that performed well for you. With a manual campaign, you have the ability to adjust bids by keyword

    Three: Continue to iterate your manual campaign for keywords and bids. Data is your best friend, but if you feel strongly that you should include additional keywords that haven’t yet performed well, test various bid amounts. Different bid amounts can yield various placements and yield varying results, so continue to test until you find something that works well.

    There are several keyword and additional third-party tools out there to help build a relevant list of long-tail keywords. But starting with the above could get you relatively far without being overwhelmed or requiring you to invest in incremental headcount to get your ads up and running. You can certainly take these steps further to optimize your ads depending on your resources, but if not, this is a great way to get the process started quickly.

    Note: Keep an eye on the keywords that are working best, and be sure that your detail pages are utilizing these words in some regard. For example, if “organic” is a keyword that is converting well, ensure that “organic” is in your detail page title.

    Take advantage of promotions

    Promotions including Lightning Deals are a great way to sell units at an increased velocity, ultimately leading to more reviews. Lightning Deals are flash sales that are featured on the Amazon Deal Page, one of the most frequently visited pages on Amazon.

    Not only do they help increase discoverability of your product, they also help you increase sales during the limited-time sale and even after the deal is completed. This is because you often increase your rank and search relevancy due to the increased units sold during that flash sale, and this carries over for a period of time once the deal completes, sometimes for several weeks.

    Lightning Deals for most sellers are invite-only in a sense since you can only run them when they show up on your See All Recommendations section of the screen on Seller Central, and there is often a nominal cost associated with running this deal.

    For big events such as Prime Day and during the holidays, Lightning Deals can be very successful in selling hundreds to sometimes thousands of units in the period of a few hours and also in helping new customers discover your brand, even if they don’t buy immediately.

    The goal is not to always be on promotion or providing deep discounts, but if you can sprinkle these in occasionally, including toward the beginning of your product lifecycle on Amazon, it is a great way to gain additional reviews and build relevancy so other customers can find you.

    As you can see in the example below, Lightning Deals are run across many different categories, including health and personal care, home and kitchen, consumer electronics, fashion, grocery, and much more. Again, this is a great way to not only sell units in the short term but also for trial and to win new customers for future purchases.

    today's deals page

    Drive external traffic

    Many brands forget about this part or reserve all external channels to point to their online store. While there is obvious value in directing traffic to your own site with ads, those same tactics will also work to promote your Amazon listings.

    Strategically decide which channels make sense to direct to Amazon. For example, bloggers, vloggers, and other influencers often love directing traffic to Amazon because they can collect an affiliate commission on any customer’s purchases that come from their custom link. There are two different programs to do this, Amazon Associates and the Amazon Influencer program.

    You’ll find most bloggers will be familiar with Amazon Associates, as it’s designed for a vast array of businesses. Amazon’s new Influencer program, however, has been developed specifically for social media influencers with large audiences.

    As a brand owner and Amazon seller, both programs can be highly beneficial to the long-term health of your business. Additionally, you can create discount codes to share externally, such as on your social media channels, to encourage customers to buy on Amazon, and hopefully leave reviews.

    Win the buy box

    If you have been selling on Amazon or have started researching becoming a seller, you have inevitably come across the term “buy box.” The concept is simple, although managing it can be much more difficult.

    Nearly every detail page has the option for other qualified sellers to also list their offer for that ASIN (Amazon’s SKU identifier). So even if you are the manufacturer of a product, another seller could potentially undercut your price on the same item and be the default option on that detail page—or “win the buy box.” The exception is for brands that have “brand gating,” which is extremely difficult to get approved.

    As you can see on the screenshot below, DreamWater is winning the buy box for this ASIN, but there are several other sellers listing an offer on the Other Sellers on Amazon section.

    buy box

    The algorithm for who wins the buy box is proprietary, but the main components are price, Prime eligibility, shipping cost, quantity, and seller rating. As you can probably guess, price will have a major impact, but being Prime Eligible and having a high seller rating can sometimes be the difference between you winning or losing the buy box.

    Technically, each unique product should only have one ASIN (one UPC to one ASIN), but sometimes you will see several different listings for the same product, which is a confusing and frustrating experience for customers. Amazon continues to crack down on duplicate listings and gives brand registered sellers the ability to merge duplicate pages, so it’s best to play by the rules and avoid looking for ways to create a separate page with less competition.

    For most categories, you can learn a tremendous amount about what customers want and don’t want based on competitor pages. Additionally, reviewing complementary products regularly can alert you to best practices and promotional opportunities. Analyze competition with the following factors in mind:

    Customer reviews

    Customers are very clear on what their preferences are and oftentimes can lead you to future product enhancements or ideas. Are customers complaining about packaging? How many customers mention price in their reviews? What other products have they mentioned trying in the same category?

    Updating frequency

    How often are Amazon competitors updating product content, pictures, or other content? Are they cycling through seasonal photos (i.e., Christmas or Halloween themed?) Do they have clearer messaging of product benefits and usage than you do? How often are they changing pricing, and what effect does that seem to have on their Best Seller Rank?

    Complementary products

    For complementary categories (for example, memory cards and cameras), what are those brands doing well in? Is there an opportunity to cross-promote with them? Are there any insights on their customer reviews about what led them to that purchase and how that may affect how they search for your product? Does it make sense to target those category keywords on your Sponsored Product campaigns?

    Get your pricing right

    Finding the right pricing strategy for your products is tough enough as is, but add Amazon’s complexities and an open marketplace for other sellers to compete with you and you have quite a handful. However, if you keep some key considerations in mind, you can hopefully prevent other larger issues from arising.

    Pricing parity

    Your selling agreement with Amazon includes a pricing parity clause. Your item price and total price can’t be lower at any other online sales channel according to the “general pricing rule.” This includes your own Shopify site. Avoid a potential account suspension for not following this mandate and ensure that you price Amazon as low as your other channels.

    Automate pricing

    Since Amazon is a marketplace, you may very well be competing against other third parties to win the buy box. There are several repricing tools available on the market, and Amazon recently released the Automate Pricing tool on Seller Central to help you automate pricing decisions. For example, you can set a rule to beat the buy box by 2% until you reach a certain floor.

    Ensuring you are winning the buy box regularly, and being alerted when you are losing the buy box, is essential to growing your Amazon business. Note that pricing for vendors has a different process from marketplace sellers.

    Promotions are a great way to increase visibility and gain reviews. Lightning Deals, price discounts, best deals, coupons, buy-one, get-one offers, discount codes, etc., are all great opportunities to offer and highlight a temporary discount to your product.

    This benefits you not only by allowing you to sell more units in a short amount of time, but it also temporarily lifts your baseline business post promotion (i.e., you move from No. 50 bestseller to No. 10 when your promotion ends, likely increasing your run rate temporarily at your regular price).

    today's deals on Amazon

    Tips for selling on Amazon

    There is no shortage of so-called “Amazon experts” out there but, unfortunately, much of the information published is either incorrect, gives false hope, or approaches the topic in a roundabout way. Here are some key points on what to do:

    Avoid out of stocks

    Unless there is a supply shortage on your end, going out of stock kills your momentum, rankings, and sales potential. FBA short-term storage fees are cheap, especially for small products, and in almost every case it is worth having excess inventory available at Amazon Fulfillment Centers to buffer spikes in demand. There’s also the backup option of Fulfillment by Merchant. Do what you can to avoid going out of stock.

    Check on customer reviews

    Amazon is an extremely fast-paced and active site, so in the few days that you forgot to check your page you may have lost the buy box to another seller, went out of stock, had a pricing error, or had your pictures updated to something that you didn’t request.

    Additionally, you may have missed out on the recent influx of negative customer reviews that complain about a product issue you weren’t aware of due to a recent shipment of bad product sent to Amazon. Understanding that as a seller or brand you may have hundreds or thousands of pages, it is critical that you at least check your top selling pages frequently and invest in technology that streamlines these tasks across your entire catalog.

    Understand Amazon’s terms of service

    Amazon is very protective of its customers and avoids having them feel overly pressured or like they are receiving spam. They have strict guidelines on what you are able to say on follow-up emails (i.e., you’re not allowed to incentivize reviews), what inserts you are able to put in your packaging, etc.

    If you’re always looking for a shortcut and to boost your rankings in the short-term by engaging in something that is a violation of the terms of service, you are jeopardizing your account and credibility on Amazon.

    Respond to customer inquiries

    You have 24 hours to respond to a customer, and there are automated tools out there that can help you with at least providing an initial response. If you do not respond in a timely manner to customer and Amazon inquiries, you risk getting negative feedback as a seller and for your product.

    Remove incorrect feedback

    Amazon encourages you to work with a buyer who has left you negative feedback to see if you can address their issue. You have the ability to, and should, contact that buyer to resolve their issue, in which case they hopefully will remove the negative feedback.

    The same goes for incorrect feedback. While you may not always be successful in getting this overturned, you will be surprised at how many times simply asking in an appropriate and respectful way will result in a buyer removing negative feedback.

    Complement your Shopify store by selling on Amazon

    At first glance, Amazon can seem like a challenger to your small business: a global marketplace, a massive audience, a go-to destination for consumer search. However, when approached properly, Amazon can actually help you make money online.

    Listing optimization can help you get discovered by a global audience and unlock new markets for you. In-Amazon promotions can elevate your brand atop the competition, giving you center stage in front of a highly qualified audience.

    Your online store is your home base, and Amazon is your opportunity to reach massive new audiences. Strategic planning, pnc business checking online, and some hustle will get you a long way to successfully selling on Amazon.

    Use Shopify’s step-by-step guide to open up your new Amazon sales channel. Refer to this guide as you begin launching new products on Amazon.

    Ready to create your business? Start your free 14-day trial of Shopify—no credit card required.

    Selling on Amazon FAQ

    How do beginners sell on Amazon?

    • Do product research and decide on a niche
    • Choose a seller plan
    • Decide on product suppliers 
    • Create an Amazon Seller Central account
    • List your Amazon products
    • Focus on growing your store

    How much money do you need to start selling on Amazon?

    Setting up an Amazon Seller account is free if you sign up for the Individual plan. You will only pay as you sell products. If you sign up for a Professional Seller account, you’ll pay $39.99 per month plus any money you invest in inventory.

    Can I sell on Amazon from my home?

    Yes. Like many ecommerce sellers, you can create a home-based business selling on Amazon.

    What are some good products to sell on Amazon?

    • Toys and games
    • Electronics
    • Video games
    • Books
    • Clothing and shoes 
    • Jewelry
    Photo of Corey Ferreira

    About the author

    Corey Ferreira

    Corey Ferreira is a passionate entrepreneur, coconut water lover, and content creator at Shopify.

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