Debunking 7 Myths About Selling on Amazon

Whether you’re an Amazon seller or you’re considering becoming one, you know that it's easy to get lost in an Amazonian maze.

There’s so much information available online about how to successfully sell on Amazon, and it can become difficult discerning fact from myth. Misinformation is your enemy. It can weigh you down, and even worse, it can prevent your business from becoming an Amazon success.

Doing your research on Amazon is part of the key to selling successfully. While there are other things you have to get right—like compelling Amazon listing copy and receiving positive customer reviews—knowing Amazon certainly helps. We’re here to help you navigate the daunting world of America’s biggest e-commerce site and help you discern fact from fiction.

Myth #1: It’s impossible to understand Amazon.

Misinformation has led to you to believe that Amazon is a complex selling site that’s hard to understand. You feel as though you need to fully understand every part of the overwhelming “How to be Successful Selling on Amazon” multi-part series to sell profitably, but you don’t know where to begin. And there’s a lot to know: Amazon’s fees, Fulfillment by Amazon (FBA), how to get approval to start selling, getting paid, and much more.

If that list scares you, that's ok! Everyone has to start at the beginning when they're opening a business, and selling on Amazon is no different. Feeling overwhelmed is something everyone experiences. And while it may seem like everyone effortlessly figured out how to be a successful Amazon seller, the fact couldn't be farther from the truth. It takes hard work, finding the right resources, and learning from your mistakes.

There's a wealth of knowledge to learn, everything from how to create a seller account on Amazon, create a best selling Amazon listing, get Amazon brand registry, and so much more. Just be sure to do your homework about where you're getting your information. Be certain you're trusting relevant, recent, and reliable sources.

Myth #2: You have to invent a new product to be successful on Amazon.

There are already millions upon millions of products on Amazon. With so much competition, you believe that the only way to get customers to buy anything is by inventing a new product and claiming an untapped market for yourself.

That’s not necessarily the case. By all means, invent a new product if that’s the right course of action for you. But if that’s not the right route for your business, there are still plenty of customers for you—even with all the other businesses selling products similar to yours.

Instead of creating an entirely new product, you can improve upon products that already exist. Reviews provide a window that peers directly into the hearts and minds of your potential customers. Take note of what people like about their products, and pay close attention to what they hate. Then make it your mission to improve all of those problems people were complaining about. There’s no need to make a new product. Just make a better one. 

Myth #3: Buyers choose the cheapest product.

With so much competition on Amazon, you might think that the only way to get customers to even click on your product’s Amazon listing is to set your prices lower than your competitors’.

Some customers care about getting the cheapest price possible. Some customers only choose luxury, and are willing to pay for top quality. And a lot of other customers go for a balance between price, quality, and their own decision factors.

Prices say a lot about your product and, in fact, prices that are too low may seem sketchy to buyers. Cheap prices tell your customers that your products are cheaply made. They might think that your merchandise is flimsy, won’t work well, won’t last long or will break easily. They’ll opt for a more expensive item, believing that quality increases as the prices do.

Instead, set prices that match your brand's strategy. Prices say a lot about your product and your brand, so think about how you want your brand to come across and set prices accordingly.

Myth #4: You should sell to everyone.

It's very tempting to try to sell your product to as many people as possible. However, not only is that bad marketing practice that may impact your Amazon conversion rates, but it can also be very detrimental to your Amazon account health.

If there are some people that shouldn't buy your product, make it clear. If your product isn't the best at something, don't say it is. Not only will incorrectly describing your product create a bad impression with your customers, it can also lead to high return rates, negative reviews, and costly problems with your Amazon account.

One of the best ways to keep your customers coming back is to accurately describe your product in your Amazon listing. People like to know what they’re getting. So if your product helps them out but won’t be the best thing to happen to them, then don’t exaggerate that in the listing. It’s OK if your product doesn’t change your customers’ lives. No one expects that. That’s not the case for every product. Take out the hyperboles and exaggerations. Equip your customers with facts so they can purchase with confidence.

Myth #5: You need a ton of employees to help you sell on Amazon.

From accounting to sourcing and A+ Content image creation to logistics, you might believe that it takes a village to run your Amazon sellers account. And while it may require a lot of deep expertise, it doesn't have to rack up your monthly salaries. Rather than recruiting, hiring, and training a new employee every time your to-do list gets overrun, use a combination of services, tools, and contractors to save you time, scale effectively, and save on employee costs.

For example, using Fulfillment By Amazon, is a great time-saving choice for many Amazon sellers. While FBA does cost some money, they can “pick, pack, and ship your orders,” saving you lots of time and trouble. Plus, they also handle customer service, leaving you free and open to focus on the most important thing: Selling your product.

Myth #6: You only need to sell on Amazon.

With Amazon controlling so much of the e-commerce world, you might believe that Amazon is the only marketplace you need to run a successful business. And for many Amazon sellers, that may be true: for now. Focusing exclusively on Amazon means that your business is in Amazon's hands.

While selling on Amazon can create amazing opportunity for many different types of businesses, it may be wise to explore other online selling opportunities. There could be worthwhile, profitable ways to get your brand and product out there like eBay, Walmart, Target, and more.

Keep in mind that every selling channel will have its ups and downs—just like Amazon. Choose which sites and stores work best for your brand. Also, consider where your target market is shopping and put your product where they go.

And if you don’t already have your own website, you should. When you do, your business will come up in Google searches (as long as you have good SEO), so you gain more visibility. You’ll be able to display your products and services how you want, not just how Amazon tell you too. You should also have your own website because your customers expect it. They might lose trust in your business if they can’t find you online. Check out Squarespace, Shopify, Wix, or other website builder sites and start promoting your products yourself!

Myth #7: You have to participate when Amazon offers a new program.

Amazon launches new programs all the time, and you might think it’s always beneficial for you to participate in them.

In reality, you need to consider whether or not one of Amazon’s programs is right for you. And if it's the right choice right now. Amazon creates these initiatives to grow itself, and while they certainly may be able to help you grow your business, they may be testing new additions on your dime.

For example, when Amazon launched in Australia, you may have considered joining However, if you did, you may still be expectantly waiting for it to take off. Before you leap feet-first into a program, contemplate whether it fits with your budget and your goals.

Amazon Doesn’t Have to be Terrifying.

With your new knowledge, you’re ready to go without myths and misinformation weighing you down. Don’t be scared of Amazon. All you need to do is arm yourself with the information you need, and also accept that you'll always have more questions once your current ones get answered.

We don’t call ourselves Emmazon for no reason. When you’re ready to launch a new product, optimize Amazon listings, or create your own website, we’re here to help. 

Carmen Christoper

Carmen is a copywriter at Marketing by Emma. When she’s not creating killer content, you can find her cuddling with her pups, Albus and Roger, or curled up with an Octavia Butler book.

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