How to Start Selling on Amazon FBA Step by Step
Before You Start: What You Need
Amazon requires several documents and pieces of information to create a seller account. Have your government-issued photo ID ready (passport or driver's license), a bank account where Amazon will deposit your earnings, a credit card for your monthly subscription and any charges, your tax information (Social Security number for individuals or EIN for businesses), and a phone number for verification. Amazon's identity verification process has become stricter over the past two years, and some applicants receive video calls where an Amazon representative verifies your ID documents live.
You do not need a business entity to start selling on Amazon. Individual sellers can register using their Social Security number and personal bank account. However, forming an LLC before you start selling provides liability protection and makes business banking, business credit, and accounting significantly cleaner from day one. An LLC costs $50 to $500 depending on your state, and the separation of personal and business finances becomes important as your revenue grows.
Step-by-Step Setup
Go to sellercentral.amazon.com and click "Sign up." Choose the Professional selling plan at $39.99 per month. The Individual plan charges $0.99 per item sold and lacks access to advertising, bulk tools, and Buy Box eligibility, making it unsuitable for anyone planning a real business. Fill in your legal name, address, and tax information. Amazon will send a postcard or initiate a video call to verify your identity. Verification typically takes 3 to 7 days but can extend to several weeks if Amazon requests additional documentation. While waiting for verification, use this time for product research.
Product research determines whether your FBA business succeeds or fails. Use research tools like Helium 10 ($79/month) or Jungle Scout ($49/month) to analyze product niches on Amazon. Look for products where the top 10 sellers each generate 300 or more units per month, the average selling price is between $20 and $75, the top listings do not all have thousands of reviews, the product is small and lightweight (keeping FBA fees low), and the product can be sourced from China for 20% to 30% of the retail price. Our product research guide covers these criteria and research methods in full detail. Spend at least 2 to 3 weeks on this step. Choosing the wrong product is the most expensive mistake you can make.
Search for your product on Alibaba.com. Contact 10 to 15 suppliers with a detailed message specifying your product requirements, desired modifications, quantity, and branding needs. Ask each supplier for their MOQ, unit price at different order quantities, sample cost and shipping, production lead time, and payment terms. Narrow your list to 3 to 5 suppliers based on response quality and pricing, then order samples from each. Compare samples for material quality, construction, accuracy to photos, and packaging. This evaluation costs $50 to $200 per supplier but prevents investing thousands in a subpar product. Choose your supplier based on the best combination of product quality, communication, pricing, and reliability.
Start with 300 to 500 units for your first order. This quantity is enough to test the market without overcommitting capital. Most suppliers accept 30% deposit with 70% before shipping, paid via wire transfer or Alibaba Trade Assurance. Production takes 15 to 30 days depending on the product. While waiting, arrange shipping through a freight forwarder. Sea freight costs $4 to $8 per kg and takes 25 to 40 days. Air freight costs $6 to $12 per kg and takes 5 to 10 days. For a first order of 300 to 500 small items, air freight often makes sense despite the higher cost because you get to market faster. Your freight forwarder handles customs clearance and can deliver directly to Amazon's fulfillment centers.
While your inventory is in production or transit, build your listing on Amazon. You need a UPC code (buy from GS1 for $250 for 10 codes), professional product photos (7 to 9 images at $25 to $50 each), a keyword-optimized title using your primary search terms, 5 bullet points highlighting benefits and features, a product description or A+ Content if you have Brand Registry, and backend search terms filled with additional relevant keywords. Our listing optimization guide and keyword research guide cover each element in detail. Do not rush the listing. A great product with a poor listing will not sell, while a well-optimized listing dramatically improves your conversion rate from the first day.
When your inventory arrives at your location or your freight forwarder's warehouse, it needs to meet Amazon's prep requirements. Depending on your product category, this may include poly bagging with suffocation warnings, bubble wrapping for fragile items, or specific labeling. Print FNSKU barcode labels for each unit (these are product-specific barcodes that Amazon uses to track your inventory). Create a shipping plan in Seller Central, specifying the products and quantities. Amazon assigns fulfillment centers and may split your shipment across multiple locations. Pack boxes within Amazon's weight limits (50 pounds maximum per box), apply shipping labels, and send via UPS, FedEx, or an Amazon-partnered carrier for discounted rates.
Once your inventory is checked in and your listing is live, start PPC advertising immediately. New products have zero organic ranking, so advertising is the only way to get visibility. Create an automatic Sponsored Products campaign with a daily budget of $20 to $30. Let it run for 7 to 14 days to gather data on which search terms generate clicks and sales. Then create manual campaigns targeting your best-performing keywords from the automatic campaign's search term report. Set competitive bids during launch, even if your ACoS is high initially. The goal is generating sales velocity and reviews, which build the organic ranking that eventually reduces your dependence on advertising.
Your First 30 Days After Launch
The first month is about gathering data and building momentum, not maximizing profit. Monitor your PPC campaigns daily during the first two weeks, adding negative keywords for irrelevant search terms that waste ad spend. Track your conversion rate in Seller Central's business reports. If your conversion rate is below 10%, your listing needs improvement, likely better images, more compelling bullet points, or a pricing adjustment. If your click-through rate from search results is low, your main image or title may need work.
Getting your first reviews is critical. Enroll in Amazon Vine if you have Brand Registry, which lets you give away up to 30 units in exchange for honest reviews from verified reviewers. Use Amazon's "Request a Review" button in Seller Central to send automated review request emails to buyers. Expect a review rate of 1% to 3% of orders, meaning you need 30 to 100 sales before your first organic review appears. Read every review and piece of customer feedback carefully. Early feedback often reveals listing improvements, product modifications, or common questions you should address in your bullet points.
Plan your second product while your first one gains traction. The most successful FBA sellers build a portfolio of 3 to 10 products within their niche. Each product launch becomes easier because you understand the process, you have supplier relationships, and you can cross-promote between your own listings. Our product research guide helps you identify your next opportunity, and the inventory management guide helps you balance cash flow across multiple products.