Detailed explanation of Amazon platform account and logistics model: from keyword bidding to self-delivery process
As one of the world’s largest online shopping platforms, Amazon has not only provided a rich variety of products since its establishment in 1995, but also provided sellers with diversified sales methods and logistics solutions. This article aims to introduce the account types on the Amazon platform and the specific operating procedures of the FBM (Fulfillment by Merchant) logistics model.
Amazon platform account overview
The Amazon platform has multiple sub-sites around the world, including but not limited to 13 sites in the United States, Canada, Mexico, the United Kingdom, Germany, France, Italy, Spain, Japan, Australia, the Middle East, India and Singapore. According to Amazon’s investment policy, Chinese sellers can apply to enter these sites. It is worth noting that the three sites in North America (the United States, Canada and Mexico) can be opened at the same time after one-time application and approval. The same rule applies to the five European countries (the United Kingdom, Germany, France, Italy and Spain), and the remaining five sites You need to apply and activate separately.
On the Amazon platform, sellers are divided into two types: platform self-operated sellers and third-party sellers. These two seller forms together constitute Amazon’s product ecosystem and meet the diverse needs of consumers. According to statistics, of Amazon’s overall sales, the platform’s self-operated sales business and third-party seller sales business account for approximately half each.
Detailed explanation of FBM logistics model
For novice sellers who are new to cross-border e-commerce, the FBM (shipped by seller) model is a more common choice. FBM refers to the process in which the seller completes the packaging of the goods after receiving the buyer’s order and delivers them to the buyer through cross-border logistics. The specific steps are as follows:
- Buyers place orders: First, buyers will purchase products on the Amazon platform and place orders;
- Order information acquisition: Subsequently, the seller will obtain relevant information about the order from the Amazon platform;
- Product packaging and delivery: Sellers are responsible for properly packaging the goods and delivering them to the selected cross-border logistics company;
- Customs clearance and transportation:
- Final delivery: Finally, the product is delivered to the buyer.
Under the FBM model, sellers need to participate in the entire logistics process, which requires sellers to have a certain understanding of international logistics rules, and also means higher flexibility and control.
Principles of search engine paid promotion and advertising
In addition to logistics considerations, how to attract more customers is also one of the focuses of sellers. In this regard, search engine paid promotion has become an effective means. Especially in overseas markets, as the largest search engine, Google’s importance is self-evident. The core of Google promotion lies in keyword bidding ranking – when a user enters a keyword search, ads ranked through bidding will appear in a prominent position on the search results page. This kind of promotion method can help sellers increase product exposure and attract the attention of more potential buyers.
To sum up, whether it is choosing the right account type, deciding which logistics model to adopt, or considering how to conduct effective marketing, these are key factors for sellers to successfully operate on the Amazon platform. Through proper planning and operation, sellers can gain a competitive advantage on this global stage.