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How to start an Amazon FBA business: From setup to sales

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The digital marketplace has never been more vibrant, and at the forefront of this bustling ecosystem is Amazon's Fulfilment by Amazon (FBA) program. The appeal is evident: with Amazon's expansive reach and logistical prowess, even small-scale sellers can tap into a global customer base. This allure has ignited widespread interest, particularly in the UK, as entrepreneurs from varied backgrounds are diving into the FBA pool, hoping to snag a piece of the e-commerce pie. 

However, enthusiasm often outpaces expertise. Many aspiring sellers leap into this venture armed only with a cursory understanding of the FBA model. They underestimate the complexities involved, from choosing the right products and suppliers to mastering the intricacies of shipping and marketing. 

The result? A plethora of businesses that fizzle out, their owners baffled by the unexpected hurdles and setbacks. 

This guide aims to fill that critical knowledge void, offering a step-by-step blueprint to help you navigate the complexities of setting up and running a successful Amazon FBA business. Whether you're a complete novice or have some e-commerce experience, this guide is designed to equip you with the insights you need to thrive in the Amazon marketplace.

What exactly is an Amazon FBA business?

Amazon FBA, standing for Fulfilment by Amazon, is a business model that allows entrepreneurs to leverage Amazon's expansive distribution network and customer base. 

When you operate an Amazon FBA business, your primary responsibilities include sourcing products and listing them on Amazon's platform. Once a sale is made, Amazon takes over the heavy lifting — storing your inventory in their warehouses, packing the sold items, and shipping them directly to the customer. 

This removes the logistical headaches commonly associated with traditional e-commerce operations, letting you focus on product development, marketing, and customer relations.

For example, let's say you decide to sell eco-friendly reusable water bottles under your own brand. You'd source the bottles, create an Amazon listing complete with your branding, and send your inventory to an Amazon fulfilment centre. 

When a customer purchases your bottle, Amazon's fulfilment team would pick, pack, and ship the product to the customer, even handling returns and customer service queries on your behalf. 

Why Should I start an Amazon FBA business? 

Opting for an Amazon FBA business comes with a host of compelling advantages over traditional e-commerce and brick-and-mortar models. 

First and foremost, you gain instant access to Amazon's massive, built-in customer base, which can significantly expedite customer acquisition efforts. Secondly, Amazon's proven fulfilment network ensures quick, reliable shipping, thereby enhancing customer satisfaction and building trust. 

You'll also benefit from Amazon's round-the-clock customer service and returns management, alleviating the operational hassles often associated with standalone e-commerce platforms.

Financially speaking, Amazon FBA is a win-win: lower overhead costs combined with higher scalability make it a cost-effective and flexible business model. 

These attributes coalesce to offer a pathway to entrepreneurship that balances profitability with convenience, making it an attractive option for many aspiring business owners.

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How much can I make from an Amazon FBA business? 

The earning potential in the Amazon FBA sphere is varied and largely depends on the type of business you run. While some private-label sellers with unique, in-demand products can pull in six-figure annual profits, retail arbitrage models may operate on slimmer margins. 

For example, if you’re selling tech accessories like specialised phone chargers, you might see a higher return on investment compared to selling generic home goods like towels.

The timeline to profitability can differ dramatically. A private-label business selling premium kitchen gadgets might require a year to become profitable due to initial investment in product development and marketing. On the other hand, a retail arbitrage business dealing in clearance-sale items could turn a profit within a few months.

As for success stories, in April 2016 UK-based seller Craig Adam quit his arduous construction job to start an Amazon FBA business selling kitchen utensils in the US. Since then it’s grown into a £576K per year enterprise, serving as a testament to the model's scalability and profit potential.

The Steps to Amazon FBA success

1. Choose a Product 

Start brainstorming and find a niche 

The first stepping stone on your Amazon FBA journey is product selection, a task that requires careful thought and research. While it might be tempting to jump into popular categories, it's often more lucrative to find a specialised niche where you can establish a unique presence. 

Profitability and convenience are key factors to consider. Private-label selling, where you market products under your own brand, generally offers greater control over pricing and higher profit margins. Retail arbitrage, sourcing discounted products to resell, offers a quicker route to market but often operates on slimmer margins.

When choosing a product, keep in mind the balance between profitability and convenience. Highly profitable items may require a significant investment in marketing and inventory, while convenient options may offer quick returns but lower profit margins. 

Current ecommerce trends largely influence what constitutes a good niche. These fluctuate and change periodically. Take a look at this list of best selling niches on Amazon for more information. 

Tip: Steer clear of competing directly with well-established brand names or products that dominate the market. They usually have the resources to outspend and outperform you. Instead, target gaps in the market or serve underserved niches to make your mark.

Research the Market 

Market research is an indispensable step in the Amazon FBA journey. It helps you gauge demand, identify target audiences, and set competitive pricing strategies. Skipping this phase could mean entering a market that's either too saturated or lacking consumer interest, leading to disappointing sales and potential financial losses.

There are several tools and techniques to aid your market research. Keyword analysis, for instance, can give you insights into what customers are searching for. 

Tools like Jungle Scout or Helium 10 offer robust features that can provide data on sales volume, competition levels, and more. Also, analysing product reviews of similar listings can offer valuable intel on what customers like or dislike, allowing you to refine your product accordingly.

Beyond these tools, you can also look at seasonal trends, and sales rank within categories to get a comprehensive understanding of market dynamics. Combined, these methods form a robust research approach, laying the groundwork for a successful FBA business.

Cash in on Clearance (and bulk)

One of the most effective yet often overlooked strategies for Amazon FBA is cashing in on bulk and clearance items. These are products discounted by large stores or wholesalers, often to clear inventory. The advantage? You can acquire these items at a fraction of the retail cost, boosting your profit margins when you resell them on Amazon.

To successfully employ this tactic, start by monitoring clearance sections in big retail stores or subscribing to wholesalers' newsletters to get timely updates on discounts. Digital platforms like Britdeals.co.uk or even local auctions can also be excellent sources for bulk items at steep discounts. Once you've sourced these items, it's crucial to quickly assess their condition, calculate your potential return on investment, and list them on Amazon.

By strategically buying bulk and clearance items, you can benefit from a quick turnaround and potentially high profit margins, making it a lucrative option for those willing to put in the legwork.

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2. Product sourcing

Find a good supplier 

A reliable supplier is the backbone of any successful Amazon FBA business. Working with a trustworthy and efficient supplier ensures that you receive quality products on time, which is crucial for maintaining consistent inventory levels and customer satisfaction. 

Imagine the repercussions of running out of stock during peak sales season because of a supplier’s negligence; the impact on your business can be severe.

To find such suppliers, start by researching online directories like Alibaba or Thomasnet to identify potential candidates. Additionally, consider attending industry trade shows to meet suppliers in person and assess their capabilities. 

When you’ve narrowed down your options, request samples and negotiate terms to evaluate their reliability and product quality. Always check references and read reviews to ensure you're making a sound choice.


Shipping is a critical component of your Amazon FBA business, especially when operating in the UK where consumers often expect quick deliveries. You essentially have three main options: sea freight, air freight, and courier services.

Sea freight is the most cost-effective for large quantities but is slow and may involve complex customs procedures. Air freight offers speed but can be costly and has stricter regulations on what can be shipped. Courier services like DHL or FedEx are the quickest and easiest to use but are usually the most expensive on a per-item basis.

Each option has its own set of trade-offs between cost, speed, and ease of use. Your choice should align with your business needs; for instance, fast-moving consumer goods might benefit from quicker, albeit more expensive, air freight, while non-perishable items could be shipped via sea to save on costs.

3. Marketing and Advertising 

Write stellar product descriptions

Your product description is more than just a rundown of features; it's your sales pitch. A well-crafted description serves as a bridge between the customer's needs and your product's capabilities. 

Start by focusing on clear, concise language that speaks directly to your target audience. Avoid jargon and opt for straightforward terms that convey benefits over features. For instance, instead of saying "ergonomically designed," you could say "easy to hold for long periods."

Search Engine Optimization (SEO) should also be a priority. Utilise relevant keywords that potential customers are likely to use when searching for products like yours. But remember, don't just stuff keywords; make them flow naturally within the context.

Highlight the problem your product solves, not just what it does. This approach resonates better with prospective buyers, making them more likely to hit that "Add to Cart" button.

Use low-cost advertising and promotions

Navigating the Amazon marketplace can be competitive, but there are cost-effective ways to stand out. One approach is utilising organic social media posts. Platforms like Instagram and Facebook allow you to engage directly with potential customers, showcase your products, and even share user-generated content. 

Pay-Per-Click (PPC) ads on Amazon itself can be another budget-friendly strategy. With PPC, you only pay when someone clicks on your ad, making it easier to manage costs and measure effectiveness. Just make sure to start with a modest budget and refine your keywords for better results over time.

Discount promotions and lightning deals on Amazon can also attract attention without breaking the bank. These tactics not only increase sales but also potentially improve your product rankings.

Get Product Reviews 

In the world of Amazon FBA, reviews are your currency. These testimonials not only build consumer trust but also enhance your product's visibility through Amazon's algorithm. To obtain reviews, consider enrolling in Amazon's Early Reviewer Program, which incentivizes customers to share their opinions.

Another strategy is to include a follow-up email sequence that nudges buyers to leave a review after they've had a chance to use the product. Always ensure you're adhering to Amazon's guidelines when asking for reviews to avoid any policy violations.

Leverage positive reviews in your marketing efforts. Feature them prominently in your product listings and share them on social platforms to reach a wider audience and establish credibility.

Amazon FBA offers a unique blend of opportunities and challenges. This guide serves as your roadmap, covering essential facets from picking the right product and sourcing it effectively, to mastering marketing strategies on a budget. 

With a keen focus on details like stellar product descriptions and gathering valuable reviews, you're better equipped to carve out your own success story in the bustling Amazon marketplace. 

Whether you're just starting out or looking to diversify an existing venture, following these steps puts you on the path to a profitable and sustainable FBA business in the UK.

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Esther Lowde
Freelance Content Consultant
Updated on
September 14, 2023

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