Amazon Seller Complete Guide: Registration, Product Selection, and Operations All in One

Amazon remains one of the most promising online sales platforms globally in 2025. With over 300 million active users shopping on Amazon every month, individuals, small businesses, and established brands with retail experience are all leveraging this platform to expand their online sales channels.

For sellers based in Europe and North America, the simple registration process, mature logistics system, and high platform trust make entering Amazon easier than ever. Whether you're planning to start from your garage or hoping to digitalize your offline business, Amazon provides a clear and actionable path.

This article will provide you with a comprehensive beginner’s guide—from registering an account, selecting products, setting up logistics, to managing sales and improving conversion rates. We will also introduce key tools, such as 4Seller, to help you make data-driven decisions, avoid pitfalls, and get started more efficiently.



Step 1: Register Your Amazon Seller Account (Detailed Process)

Whether you're in the US, UK, Germany, or other European countries, the process of registering an Amazon seller account is generally the same. Below is the standard procedure for the US marketplace, with only slight differences in tax and bank information for other regions.



Information You Will Need to Prepare:

Before you begin the registration, make sure you have the following information ready:


	
A valid email address
	
Government-issued identification (passport or driver’s license)
	
A valid credit card (for platform fees)
	
Local bank account information (for receiving payments)
	
Tax identity information (individual or company EIN / VAT number)



Detailed Registration Steps:


	
Visit the Amazon Seller Registration page

https://sellercentral.amazon.com (for the US marketplace)


	
Click on "Sign up" to start the registration process

You can choose between an Individual account or a Professional account:


	
Individual Account: No monthly fee, but a $0.99 fee per item sold.
	
Professional Account: $39.99 per month, no per-item fees. This is ideal for sellers planning to sell more than 40 items per month.



	
Fill in basic information

This includes your name, email, country, and contact information. You will receive an email with a verification code to confirm your email address.


	
Verify your identity

Upload a scanned copy of your passport or driver’s license. Amazon will conduct a video or image verification to confirm your identity.


	
Enter bank and credit card information

This is used for receiving sales revenue and paying platform service fees. The bank account should match the registered country.


	
Submit tax information

US sellers need to fill out the W-9 form. UK/EU sellers need to provide VAT information or apply for an exemption. This process is done online and takes about 5 minutes to complete.


	
Wait for account approval (1–3 business days)

Amazon will notify you via email once your account is activated.



Tips:


	
Try to use the same name and address as on your bank account to reduce the chances of issues during verification.
	
You can initially choose a professional account trial (Amazon sometimes offers the first 30 days for free).
	
During the account review process, keep your phone and email available, as some users may be asked to verify their identity via video.

Step 2: How to Choose High-Selling Categories and Hot Products (2025 Key Industry Recommendations)

For local sellers, selecting the right category is more important than just chasing hot products. In 2025, consumers demand higher quality, faster delivery, and stronger brand perception, which presents an excellent opportunity for sellers with strong local fulfillment capabilities. Here are the top three categories on Amazon that continue to gain popularity, along with product selection suggestions:



1. Home & Kitchen

Market Trends:


	
The growing home economy ensures stable demand for home goods.
	
Home products that are aesthetic, practical, and reusable are especially popular among European and American consumers.

Popular Products Examples:


	
Foldable storage boxes, drawer organizers, multifunctional kitchen tools (such as vegetable slicers)
	
Scandinavian-style or minimalist decorative items

Advantages for Local Sellers:


	
Ability to partner with local suppliers for fast shipping (1-2 days delivery)
	
Better understanding of local home style preferences (e.g., American farmhouse style vs. modern minimalist)



2. Health & Fitness

Market Trends:


	
Rising health consciousness and home fitness trends are becoming the norm.
	
"Lifestyle" products are increasingly popular, especially portable, stylish, and socially engaging fitness tools.

Popular Products Examples:


	
Resistance bands, yoga mats, portable massage rollers
	
Nutritional tools (e.g., water bottles, measuring containers that don't involve food)

Advantages for Local Sellers:


	
Avoid compliance issues in international shipping (such as items with magnets or packaging with chemical ingredients)
	
Easier collaboration with local fitness influencers or micro-influencers for marketing



3. Pet Supplies

Market Trends:


	
The trend toward humanizing pets is evident, with pet owners willing to spend on their "pet family."
	
In 2025, per capita spending on pets is expected to grow by 6%, with dog and cat-related products having the highest share.

Popular Products Examples:


	
Pet toys, portable feeders, travel accessories
	
Pet beds, automatic water dispensers

Advantages for Local Sellers:


	
Ability to use FBA or local fulfillment to meet "urgent need" orders
	
Better understanding of local regulations (e.g., specific materials that meet safety standards)



Step 3: FBA vs FBM – Which Fulfillment Model is Right for You?

Choosing the right fulfillment method is one of the key decisions in Amazon operations. Amazon offers two main fulfillment options: FBA (Fulfillment by Amazon) and FBM (Fulfillment by Merchant). Each method has its own advantages and disadvantages, and is suitable for sellers with different scales, resources, and goals.


What is FBA?

FBA means you send your products to Amazon’s warehouses in advance, and Amazon takes care of storage, packaging, shipping, and customer service.

Advantages:


	
Enjoy Prime badge, which gives access to millions of Prime members, improving conversion rates
	
Amazon handles customer service and returns, saving time and effort
	
Easier to win the Buy Box

Disadvantages:


	
Higher storage fees and long-term storage fees
	
Products must comply with Amazon’s inventory requirements, making the process a bit more complex
	
Multiple fee structures, requiring you to calculate profits in advance

Suitable for:


	
Sellers with certain sales expectations
	
Beginners who want to save on labor and automate fulfillment
	
Brands selling small, lightweight, high-turnover products

What is FBM?

FBM means the seller fulfills the orders themselves or uses a third-party logistics company to handle the shipping process.

Advantages:


	
More control, allowing flexible order handling based on customer needs
	
No FBA storage costs in the beginning
	
More suitable for customized or large items (e.g., furniture)

Disadvantages:


	
No Prime badge, which may result in lower conversion rates
	
Seller is responsible for returns and customer service, increasing operational pressure
	
Slower shipping speed, which can affect account performance metrics

Suitable for:


	
Sellers with their own warehouse or local logistics resources
	
Sellers dealing with special packaging, customization, or large items
	
Startups looking to test the market and start with lower costs

Professional Advice: Beginners are advised to choose FBA first to quickly establish sales and ratings. If you have local warehousing or third-party logistics partnerships, consider trying FBM for higher-margin products. Using tools like 4Seller can help you track the profit performance and operational data of both FBA and FBM products, allowing you to switch or combine fulfillment strategies flexibly.



Helping tutorial:  How to Automatically Fulfill Your Orders with Amazon FBA?

Helping tutorial:  How to Automatically Fulfill Your Orders with Amazon FBM?


Step 4: Create High-Converting Product Pages (Listing Optimization Tips)

On Amazon, your product page (Listing) is your salesperson. Even if you choose a popular product, a poorly organized or unconvincing page will struggle to convert. Here are the key elements and practical tips for creating a professional, high-converting product page:


	
Product Title Recommended format

Brand + Core Keyword + Product Features + Use Case (within 200 characters)

Example (Home category): Minimal Nest Foldable Storage Box – Collapsible, Stackable Organizer for Closet or Bedroom – 3 Pack, Grey

Tips: Place the most important keywords within the first 50 characters to help with SEO Avoid keyword stuffing; unnatural phrasing can reduce click-through rates


	
Bullet Points

Each bullet point should answer a question like: What are the features? Why is it better? Who is it for?

Recommended structure:


	
Functional selling point (e.g., “【Durable Structure】Made of thickened PP material, can hold up to 20kg”)
	
User experience (e.g., “【Easy to Use】No tools required, folds/unfolds in 5 seconds”)
	
Use case (e.g., “【Versatile】Ideal for bedroom, bathroom, garage storage”)
	
Safety/Environmental/Quality certifications (e.g., “BPA-free, eco-friendly, CE certified”)
	
Local shipping advantages (e.g., “Fast delivery, shipped from US warehouse, arrives in 2 days”)



	
Product Images

Images are the first visual factor that influences conversion. It’s recommended to have 6–9 high-quality images:

Image suggestions:


	
Main image: Pure white background, no borders, no text
	
Image 2-5: Show product features and size comparisons
	
Image 6: Show lifestyle image in use
	
Image 7: Comparison image (showing advantages over similar products)
	
Image 8: Local shipping/packaging image (builds trust)

Tip: You can use Canva or Figma to design additional images; you can also analyze competitor images using tools like 4Seller for optimization ideas.



Helping tutorial: AI-Generated Listing Content via 4Seller × DeepSeek R1!


	
Product Description / A+ Content 

For Brand Registered sellers, you can use the A+ Content module to add rich, branded content and usage instructions.

Description suggestions: Use simple, natural language, avoid jargon Highlight the product’s core value and brand ethos Include an FAQ-style section (beneficial for SEO and increasing trust)


	
Keyword Optimization (Search Terms) 

When setting Search Terms in the backend:


	
Do not repeat words already in the title or bullet points
	
Use long-tail keywords (e.g., “portable storage for kids room”)
	
Limit to 250 bytes, avoid commas, repetition, and spelling errors

Bonus: Use 4Seller for intelligent optimization: 4Seller automatically identifies missing high-search keywords, analyzes competitor image styles and pricing, and provides insights into which A+ content layouts result in higher conversions.



Step 5: Master Core Amazon Metrics & Recommended Tools

Many new sellers think that once their products are listed, they can just “wait for sales,” but real growth comes from ongoing data monitoring and fine-tuning. Amazon provides a lot of backend data, and here we focus on the top 5 key performance indicators, along with practical tools, to help you systematically boost sales and profits.



1. Conversion Rate (Unit Session Percentage) Metric meaning: How many visitors actually make a purchase?

This is the core metric to assess whether your Listing is effective. Low conversion rates may indicate unappealing images, unclear titles, or a non-competitive price.

Target benchmarks:


	
New product phase: 10%–15%
	
Stable sales phase: 15%–25%

Tool recommendations:


	
4Seller Listing Diagnostics: Detect title, image, and keyword mismatches
	
Amazon A/B Testing (Manage Your Experiments): Test main image or title effectiveness

2. ACOS (Advertising Cost of Sales) Metric meaning: How much ad spend do you need to generate $1 in sales?

This is the key metric to evaluate whether your ads are profitable. If ACOS exceeds your profit margin, you need to adjust your keywords or bidding strategy.

Ideal value:


	
20%–35% (depending on category profit margins)

Tool recommendations:


	
Amazon Ads Backend + 4Seller Ad Tracking: Integrate organic + ad sales trends, discover inefficient keywords
	
Automatic vs. Manual Ads Data Comparison: Optimize budget allocation

3. Buy Box Share Metric meaning: What is the likelihood that your product will appear in the “Add to Cart” button?

This button affects over 90% of order attribution. If you don’t win the Buy Box, even if customers add your product to the cart, they might check out a competitor’s product.

Improvement strategies:


	
Use FBA for fulfillment
	
Maintain good order fulfillment and customer service records
	
Set reasonable pricing (not necessarily the lowest, but stable)

4. Reviews & Ratings Metric meaning: Social trust + search ranking impact

User reviews accelerate conversions. For new products, it’s recommended to actively gather 5–10 high-quality reviews using compliant methods.

Tool recommendations:


	
Amazon Early Reviewer Program / Vine Program (available on some sites)
	
4Seller Review Monitoring: Spot negative feedback keywords and optimize products or respond to users

5. Inventory Turnover Metric meaning: How fast are your products selling? Are you experiencing overstocking?

Inventory buildup leads to high FBA storage fees and can impact Listing ranking.

Ideal benchmarks:


	
Fast-moving items: 1–2 turnovers per month
	
Home/pet products: Inventory refresh every 2–3 months

Tool recommendations:


	
4Seller Inventory Alert System: Forecast stockout risks and optimize restocking pace




 Helping tutorial: How to Enable Inventory Sync for TikTok Shop, Amazon and Shopify via 4Seller?


	
Amazon Inventory Performance Index (IPI): Official measure of inventory health

Step 6: Avoid Common New Seller Mistakes and Learn from Successful Sellers

When starting as an Amazon local seller, many people fall into “seemingly obvious” traps that can waste time and money. Here are the most common mistakes and practical advice from successful sellers for you to consider.

Common New Seller Mistakes


	
Listing dozens of products from the start Many new sellers hope to “win by volume,” only to find their resources spread thin and ad budgets diluted, making it hard to drive sales for any product. Advice: Focus on 1–3 core products in the beginning, prioritize gathering reviews and sales.
	
Ignoring Listing optimization and focusing only on ads If the product page is poorly written or the images are unattractive, boosting ad spend won’t help. It only leads to high ACOS and low conversions. Advice: Optimization of both ads and listings must go hand in hand; if clicks don’t convert, you’re burning through your budget.
	
Not monitoring inventory, leading to stockouts after a surge in sales Some new products suddenly gain volume, but sellers fail to restock in time, leading to stockouts → ranking drops → recovery becomes difficult. Advice: Use inventory alert tools or set minimum stock reminders to plan your restocking cycle at least 3 weeks in advance.
	
Trying to target the national market right away without starting locally Many local sellers aim for nationwide shipping in the beginning, neglecting the advantages of local delivery speed, review accumulation, and ad testing. Advice: Focus on precise delivery and ads within local states or major cities first, then expand nationally after accumulating ratings.

5 Operational Tips from Successful Local Sellers


	
“Product selection is more important than marketing” Let data guide your decisions, not gut feeling. Products with high click-through rates and low return rates are the best products.
	
“Listing optimization is always the starting point” Review your main images, keyword coverage, and descriptions every month. Competitors are changing, and so should you.
	
“Cash flow management is critical” Do not blindly purchase inventory. Clearly define your turnover cycle and inventory costs before each purchase.
	
“Reviews = social currency” Without reviews, conversion relies on luck. Gaining early positive reviews through compliant methods is more effective than price slashing.
	
“Tools are not luxury; they are your moat” The sooner you use professional tools like 4Seller, the sooner you can avoid guesswork in operations and let data drive your decisions.

Start with Local Advantages and Build Your Amazon Business with Systematic Thinking

Whether you’re transitioning from Etsy or eBay, or entering online sales for the first time, if you leverage your local advantages and use data-driven product selection and operations, you can stand out on a massive platform like Amazon.

4Seller will continue to provide comprehensive data support, product insights, ad optimization advice, and operational tools to help you transition from zero to one, from side hustle to brand.

 
Validated Customer Outcomes





Verified User Testimonial: “Connecting our Shopify store with Temu using 4Seller was incredibly straightforward. We migrated 400 + SKUs in less than 90 minutes, and the automated inventory sync reduced manual errors by 75%. Our sales on Temu have seen a remarkable increase since the integration!” —Amy Evangeline, Multichannel Retailer

For more detailed performance metrics and case studies, check verified customer reviews on Trustpilot. You can also visit the 4Seller Shopify App Store profile.