Amazon TOP SELLER SECRETS This page intentionally left blank Amazon TOP SELLER SECRETS Insider Tips from Amazon’s Most Successful Sellers Brad Schepp and Debra Schepp American Management Association New York • Atlanta • Brussels • Chicago • Mexico City • San Francisco Shanghai • Tokyo • Toronto • Washington,D.C. Special discounts on bulk quantities of AMACOM books are available to corporations,professional associations,and other organizations.For details,contact Special Sales Department, AMACOM,a division of American Management Association, 1601 Broadway,New York,NY 10019. Tel:212-903-8316.Fax:212-903-8083. E-mail:[email protected] Website:www.amacombooks.org/go/specialsales To view all AMACOM titles go to:www.amacombooks.org This publication is designed to provide accurate and authoritative information in regard to the subject matter covered.It is sold with the understanding that the publisher is not engaged in rendering legal,accounting,or other professional service.If legal advice or other expert assistance is required,the services of a competent professional person should be sought. Various names used by companies to distinguish their software and other products can be claimed as trademarks.AMACOM uses such names throughout this book for editorial purposes only,with no intention of trademark violation.All such software or product names are in initial capital letters or ALL CAPITAL letters.Individual companies should be contacted for complete information regarding trademarks and registration. Library of Congress Cataloging-in-Publication Data Schepp,Brad. Amazon top seller secrets :insider tips from Amazon’s most successful sellers / Brad Schepp and Debra Schepp. p.cm. Includes index. ISBN-13:978-0-8144-1034-9 (pbk.) ISBN-10:0-8144-1034-0 (pbk.) 1. Amazon.com (Firm) 2. Electronic commerce.3. Selling. I.Schepp,Debra.II.Title. HF5548.32.S277 2009 658.8'72—dc22 2008053870 © 2009 Brad Schepp and Debra Schepp. All rights reserved. Printed in the United States of America. This publication may not be reproduced,stored in a retrieval system,or transmitted in whole or in part,in any form or by any means,electronic,mechanical,photocopying,recording, or otherwise,without the prior written permission of AMACOM, a division of American Management Association, 1601 Broadway,New York,NY 10019. Printing number 10 9 8 7 6 5 4 3 2 1 In memory of Marvin J.Schepp. Dad spent his whole working life in the retail industry. We never knew anyone who loved shopping more. He would so have enjoyed this new world of e-commerce,and we would have loved to share it with him. B.S D.S. This page intentionally left blank CONTENTS ACKNOWLEDGMENTS ix INTRODUCTION 1 CHAPTER 1 AMAZON, AND YOU’RE DONE 9 CHAPTER 2 WHICH WAY SHOULD I GO? 35 CHAPTER 3 YOU HAVE TO BUY IT BEFORE YOU CAN SELL IT 61 CHAPTER 4 CREATING GREAT PRODUCT DETAIL PAGES 91 CHAPTER 5 AUTOMATING YOUR AMAZON BUSINESS 119 CHAPTER 6 CUSTOMER SERVICE WITHOUT THE SMILE 145 CHAPTER 7 MARKETING YOUR AMAZON BUSINESS 177 vii viii Contents CHAPTER 8 SHIPPING: THE WORKHORSE OF YOUR OPERATION 217 CHAPTER 9 LIFE BEYOND AMAZON: SELLING THROUGH OTHER VENUES 251 APPENDIX A AMAZON’S ASSOCIATES PROGRAM 285 APPENDIX B THE 18 BEST RESOURCES FOR RESEARCHING ANYTHING AMAZON 291 INDEX 299 ACKNOWLEDGMENTS Writing a book can seem like such a solitary pur- suit. Even between co-authors, each has assigned tasks, and much of the actual work happens in the quiet between thought and keyboard clicks. However, writing a book only seems like a solitary pursuit.When the pages are done, it’s very easy to look back and see the dozens, if not hundreds, of people who made those pages possible. Here’s our chance to introduce you to some of the many peo- ple who helped us and, in some small way, thank them for everything they’ve done. First in line is our friend and technical editor, Gary Richardson,Goggles and Glasses.Gary was the one who actually suggested that we write this book, and he was right. He’s incredibly busy running his successful e-commerce business, but that never kept him from answering our questions and offering us guidance every single time we asked. He’s smart, clever, funny, and very insightful.We couldn’t have asked for a better partner or friend, and we’re sure, once you finish reading this book, you’ll feel the same way. ix