Amazon’s popularity with customers makes it a very strict place for sellers. There are certain rules, or as we like to call them, Ten Commandments of selling through amazon that all new sellers must keep in mind.
1. Thou Shalt Not Lead Customers Away From Amazon
Amazon has strict rules against diverting sales to other websites or accounts. They will not be pleased if you place any adverts, calls to action or marketing messages on any of your Amazon pages.
Amazon mentions two activities, specifically:
- Email use to take customers away from Amazon pages
- Using URLs, hyperlinks or any other kinds of messages within or without product listings/descriptions that will divert customers away from the website.
2. Thou Shalt Not Open a 2nd Amazon Account
Amazon has strictly mentioned in their seller guidelines that sellers are not allowed to set up and run multiple accounts at the same time. However, if you have a legitimate need to setup a new account, you can request for permission to do so, although there are prerequisites.
3. Thou Shalt Not Manipulate Ratings & Reviews
Last year, Amazon filed over 1000 lawsuits against people writing and paying for fake reviews and it continues cracking down both buyer and seller accounts trying to manipulate reviews. You may, however, offer free or discounted products to customers for review.
4. Thou Shalt Not Ignore Price Parity Policy
Amazon doesn’t allow you to have prices lower than the ones you’ve listed on their website because, as mentioned in commandment #2, it leads customers away from Amazon. If you want to sell on Amazon, your product’s total price, plus shipping, must not be higher than on Amazon.
5. Thou Shalt Not Sell Counterfeit Items
Amazon won’t take long to suspend your account if you sell with the intention of committing fraud. Selling duplicates isn’t allowed, either. If you do get suspended, however, then your best shot is presenting a sales invoice to show Amazon that your transaction is legal.
6. Thou Shalt Not Manipulate Price
This especially applies to post-transaction dealings with your customer. Amazon specifically states that you cannot change the shipping price once the transaction has been completed. The same goes for product price.
7. Thou Shalt Sell What You Show
As an Amazon seller, you need to make sure that your product 100% matches your description. Customers must know and get exactly what they’re paying for. Amazon takes trickery towards customers very personally.
8. Thou Shalt Not Submit Comingled Inventory
If you’re shipping via FBA, you need to ensure that your products are easily distinguishable after they reach Amazon’s warehouses. A UPC, EAN or FBA code must be added to every product before it’s sent to a fulfillment center.
9. Thou Shalt Not Disregard Communication Rules
Your communication with your customers will determine what Amazon thinks of you. If you don’t respond timely, Amazon will take strict action against you and it will affect your sales rank on amazon. Saturdays are a part of response time metrics on Amazon.
10. Thou Shalt Not Sanction Unapproved Tech Support
Many sellers who list their own products on Amazon do not know that they can get suspend for sending an unauthorized tech supporter to their customer’s place. This is specific to in-home facilities.