Amazon Seller
Seven elements decide whether your listing sells.
Amazon is the second-biggest search engine in the world. Get visible, and the built-in demand is enormous. Get invisible, and you're spending ad budget to be seen by fewer people than your own website would deliver. Winning on Amazon means mastering 7 specific elements of the listing — not guessing at SEO hacks.
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Home & Kitchen › Bedding › Throws › Handwoven Wool Throw
CALLOUT 01
ClothCraft Handwoven Wool Throw — Pure Irish Wool Blanket, Large 150x200cm, Sofa Cover, Heather Grey
Visit the ClothCraft Store
4.8 (1,247 ratings)| 400+ bought in past month
-20%
€89.00
€71.20
FREE delivery Tue 24 Apr
Amazon's Choice
- •100% PURE IRISH WOOL — Hand-loomed in County Donegal
- •GENEROUS SIZE — 150×200cm fits single bed or large sofa
- •WARM & BREATHABLE — Wool insulates without overheating
- •FRINGED EDGES — Traditional finish; heirloom quality
€71.20
FREE delivery Tuesday 24 April
Deliver to Dublin, D15
In Stock
Ships fromAmazon
Sold byClothCraft Store
Returns30 days
From the brand · A+ Content
Our story
Made in Ireland
Size guide
Care tips
01
Title
First impression in search results. 200 characters max; front-load the brand, product type, key attributes, pack size. Split-test relentlessly.
Fulfilment choice
FBA vs FBM — the fulfilment fork in the road.
You ship it yourself (FBM), or you send inventory to Amazon and they handle everything (FBA). Each right for different products + stages.
FBA — Fulfilled by Amazon
Prime badge → instant trust + conversion boost
Buy Box preference (Amazon heavily favours FBA)
Hands-off ops — Amazon handles packing + shipping
Storage + pick-pack fees scale with units sold
Long-term storage fees punish slow movers
Best for: proven products with steady turn
FBM — Fulfilled by Merchant
Keep margin you'd otherwise pay in fees (5-15%)
Full inventory + packaging control
Seller Fulfilled Prime possible with 99%+ delivery perf.
Handle customer service + returns yourself
Lose Buy Box advantage (ex-Prime buyers skip you)
Best for: custom / bulky / seasonal / low-volume items
Our usual take for Irish sellers: Start FBM while proving product-market fit + building review base. Move winners to FBA once they hit ~3 sales/day. Keep slow-movers on FBM. Mix both.
The numbers that matter
The Seller Central metrics that actually tell you something.
Seller Central has 40+ reports. These 6 are the ones we check first during any engagement.
Buy Box win %
Target: ≥ 90%
% of page views where YOU won the Buy Box. Below 90%, competitors are stealing your sales. Check pricing, FBA, seller rating, inventory.
Account Health Rating
Target: ≥ 400 / 1000
Amazon's score for your account. Below 400 = suspension risk. Driven by policy violations, late shipments, negative feedback, order defects.
ACOS / TACOS
Target: ACOS < 30%, TACOS < 15%
Ad Cost of Sales. ACOS = ad spend / ad sales. TACOS = ad spend / total sales (organic + paid). TACOS is the real health signal.
Inventory Performance Index
Target: ≥ 500
IPI score for FBA sellers. Below 400 restricts storage. Driven by sell-through, aged inventory, in-stock rate, excess inventory.
Average review rating
Target: ≥ 4.3
Below 4.3, conversion drops sharply. Below 4.0, Amazon may suppress in search. Protect this number — respond to 1-star reviews within 24h.
Conversion rate (by ASIN)
Target: ≥ 10%
Sessions → Units ordered %. Below 10% on a listing means something's off: title, images, price, reviews. Diagnose + optimise.
The launch playbook
Launching a new product — 12-week structured play.
Half of Amazon launches fail because nothing happens in weeks 1-4. The velocity you build out of the gate sets the ranking trajectory for months. Here's the plan.
Wk 1-2
Listing foundation
Keyword research → title + bullets + description written. 7+ images shot. A+ content planned (if Brand Registered). Inventory to FBA. Launch price strategy defined.
Wk 3-4
Soft launch + velocity
Moderate ad spend (€20-50/day) on exact-match keywords. Seek early reviews via Amazon Vine (if eligible). Price slightly below category average to accelerate velocity.
Wk 5-6
Scale ads + Auto to Manual
Auto campaigns mine search terms — harvest best performers into Manual campaigns. Aggressive bids on high-intent terms. Budget grows with ACOS stability.
Wk 7-8
Ranking push
Momentum: 50+ reviews, 4+ star avg. Scale up ad spend on organically-ranking keywords. Start external traffic experiments (TikTok, Google Ads). Tighten conversion rate.
Wk 9-10
Category competition
Fight for top 3 in sub-category. Aggressive price-war monitoring via tools like Sellerboard. Coupons + deals to protect Buy Box. Re-optimise bullets based on search-term data.
Wk 11-12
Steady-state + review plan
Reach 100+ reviews, stable organic rankings. Reduce ad spend slightly. Establish ongoing review-request cadence (Amazon Request-A-Review + packaging insert). Plan v2 expansions.
Known traps
Where Amazon sellers lose money.
Unit economics that don't work
Amazon fees (referral + FBA) = 25-40% of selling price. Product cost + shipping in + ads = another 30-40%. If your margin isn't 50%+ ex-Amazon, you'll bleed money. Calculate honestly before launching.
Not enrolling Brand Registry
Brand Registry unlocks A+ Content, Sponsored Brands ads, hijacker-reporting tools, Amazon Vine. If you own a trademark, register. Free. Transforms your competitive position.
Ignoring account health until suspended
One policy violation can suspend your account + freeze inventory for weeks. Monitor Account Health weekly. Respond to customer messages within 24h. Keep Order Defect Rate below 1%.
Black-hat review tactics
Fake reviews, review clubs, paid-incentive reviews — Amazon's detection keeps improving. Caught = permanent suspension + inventory seizure. Not worth it. Build reviews via Vine + Request-A-Review only.
Cannibalising your own brand
Same product launched on Shopify + Amazon at different prices confuses customers and risks Amazon pricing-parity policies. Use Amazon for volume; keep DTC for loyalty + higher margin.
No external traffic strategy
Amazon rewards listings that bring their own traffic. Google Ads, TikTok, Meta driving to Amazon listings = ranking lift Amazon-internal ads can't match. Long-term moat.
Frequently asked
Amazon Seller questions.
Yes — listing optimisation, PPC management, review strategy, launch execution. Typical engagement: €1,500-3,500/mo retainer covering 3-15 SKUs, plus a launch fee for new products (€500-2,000 per SKU depending on complexity). We also do one-off audits (€800-2,000) for sellers wanting direction.
Selling on Amazon? Let's do it right.
60-minute Amazon audit. Share your Seller Central screen; we walk through listings + ACOS + reviews + Buy Box performance. Identify the 3-5 changes that would move the needle most. Flat-fee scope after.