Programs
Amazon invests billions every year in innovative programs, people, and resources to fuel the growth of independent sellers. With Amazon, sellers gain access to a toolkit to help build, grow, and scale their brands, the opportunity to connect their brand to millions of customers, and powerful tools to protect their brands and IP against counterfeits and fraud.
I understood that to make this brand and this product work, you would have to be able to tell a story. You have to figure out how to educate people and bring them into the journey of Manuka. Amazon has been so amazing for bringing our story to life.
— Sarah Scarlett Founder, First Honey
Brands can add A+ Content to enhance their product detail pages with rich text, engaging image carousels, and videos which can help increase customer interest and sales by up to 20%. A+ Content includes shoppable comparison charts that make it easier for customers to make informed purchase decisions, delivering conversion rates twice as high as standard content. With A+ Content, brands can tell their story more effectively while driving better results.
Amazon Ads has been transformative for our business. It’s enabled us to reach so many new customers and grow our sales at a pace we never could have imagined when we first started out.
— Luciana Yarhi Co-founder, Binibi
Amazon Ads offers cost-effective advertising solutions tailored for independent sellers to boost product visibility, reach more shoppers, and increase sales. Since 2012, Amazon has expanded its advertising options to include cost-per-click, display, and video ads, enabling sellers to engage in both brand and performance advertising across the customer experience. Sellers can choose from nearly a dozen different ad formats, control ad frequency, and set their own campaign budgets. These efficient advertising tools help promote products, increase brand awareness, and drive conversions both locally and globally. Sellers can track their ad spend and performance, allowing them to optimize their campaigns for better results.
Amazon Business helped bring in new customers. It’s really easy to get started. The volume of orders are bigger and that’s much easier for us and more effective to process.
— Sacha Hason, European Leather Works
Amazon Business helps independent sellers get discovered by business-to-business (B2B) customers of all sizes. Millions of business customers worldwide—from small businesses, schools, hospitals, nonprofits, and government agencies to large enterprises with global operations—improve their procurement with cost and time savings, greater productivity, and insightful purchasing analytics.
Reviews are powerful. They help customers learn about our products and help us learn about our customers. With Amazon, we’re able to understand our base better.
— Michelle Huie, Founder of VIM & VIGR
Product reviews help customers make more informed purchase decisions, especially on newly launched products or for brands that are new and not well-known. Amazon Vine is a program which allows sellers to access a community of trusted Amazon shoppers—called Vine Voices—who share their honest product experiences with other customers to help them make more informed purchase decisions. Getting Vine reviews has been shown to boost sales for sellers by up to 30%. Hundreds of new products from all types of categories are added daily to the program. For transparency, reviews submitted by Vine Voices are marked as such in the Amazon store.
The New Seller Guide is a set of brand, logistics, pricing, and promotional services and incentives that have been optimized over many years using data science and analytics. These recommended actions are designed to help new sellers succeed by speeding up their time to launch, getting products discovered, and ensuring strong conversion and sales. They provide a powerful recipe designed to drive new seller growth.
After adding Buy with Prime, we saw an immediate conversion lift, which is what any marketer, any brand, and company wants. Seeing a 40% jump in conversion was astonishing for us. It helps us carry out our mission to reduce single-use plastic water bottle pollution.
— Oliver Crane, COO Epic Water Filters
Buy with Prime is a one-of-a-kind offering that empowers brands to grow their business by offering Prime shopping benefits, including fast, free delivery, easy returns, and 24/7 shopper support on their direct-to-consumer website. With Buy with Prime, businesses can expand their reach and connect with an audience of millions of Prime members while providing a reliable, trusted checkout experience that customers know and love. Businesses can easily integrate Buy with Prime with popular website hosting platforms like Shopify and Salesforce Commerce Cloud. By displaying fast delivery and customer reviews from Amazon, businesses using Buy with Prime can help boost conversion rates and increase their revenue.
[Customer Service by Amazon] increased our customer satisfaction rate, removed A-to-z claims 100%, increased our sales, reduced our workload for our customer service team.
— Mike Liu, Owner and Founder
Cavalier Store
Cavalier Store
Customer Service by Amazon takes care of customer service for orders that independent sellers fulfill on their own. Customer contacts are directed to Amazon Customer Service, providing 24/7 support over phone, chat, and email in the customer’s preferred language. This is a huge win for small businesses that may not have employees working on weekends or holidays, might not be trained in providing great support, or simply want to have Amazon take care of this so they can spend more time inventing amazing products. While Amazon already provides customer service for products that use FBA, Customer Service by Amazon is now used by more than 365,000 independent sellers who are getting access to a high-quality customer service experience for products that they are fulfilling on their own.
Utilizing Fulfillment by Amazon has been great for our business. It allows us to get product to our customers so much faster. They’re helping us with inventory, placement, and expansion, and it frees up our time so that we can focus on growing the business and really building our community even stronger.
— Jessica Berger, Founder & CEO Bundle x Joy
Fulfillment by Amazon (FBA) allows independent sellers to have Amazon take on providing the storage, picking, packing, fulfillment, and customer service for their orders. Leveraging the tens of billions of dollars that Amazon has invested in its logistics and fulfillment capabilities, small businesses can provide customers with fast, premium shipping with FBA and do so at a cost that is 70% less than similar premium shipping options from other carriers.
Twenty years ago, if you wanted to sell internationally, you needed offices in every country, relationships with local retailers, and massive marketing budgets. Today, a company from anywhere in America can reach customers worldwide with Amazon.
— Jess Nepstad, CEO Planetary Design
Amazon Global Selling enables US-based sellers to reach customers across 22 different international country websites worldwide. While the opportunities for independent sellers to grow their business beyond US borders can require unique local compliance considerations, including customs, taxes, logistics, and more, Amazon continues to simplify how US small businesses can easily sell globally. This includes simplifying compliance requirements, automatically translating listing data, allowing sellers to automate their pricing across countries, providing more global Fulfillment by Amazon services, launching Customer Service by Amazon so sellers don’t need to speak all those languages, and providing Amazon Currency Conversion Services. Global Selling opens the world to US small businesses with just a few clicks, and simplifies how they sell to customers around the world.
Support Small is a curated storefront that provides customers shopping in the Amazon store with an opportunity to discover unique products from small businesses and meet the independent sellers behind them. With small business spotlights, curated collections, and ways to discover brands from communities they support—including Black-owned, women-owned, and veteran-owned small businesses—customers and independent sellers alike can visit Support Small year-round to hear seller stories, find new products, and get inspiration.
When somebody finds a food that works really well for them and their pet, they don’t want to change a thing. Putting [the food] on an auto subscription really allows them the opportunity to not have to think about it anymore.
— Jessica Berger, Founder & CEO Bundle x Joy
Subscribe & Save allows independent sellers to provide customers discounted pricing and coupons if they sign up for regularly scheduled deliveries. Customers can select a recurring delivery on a cadence from two weeks to six months. On average, subscribers spend 3.4x more than one-time buyers and subscription revenue grows 2x faster than one-time sales for that brand. Independent sellers can also choose to add Subscribe & Save coupons to their products at up to 50% off enabling them to attract even more long-term customers.
Running a small business can be difficult, and sellers may occasionally run into operational issues. Account Health Assurance is a new, free benefit for sellers with great account health, which formalizes Amazon’s commitment to not deactivate a seller’s account as long as they work to resolve any issues. A member of the Amazon team proactively reaches out to the seller and works with them one-on-one to help them get back on track. Account Health Assurance provides sellers with added peace of mind so they can focus on growing and building their business in Amazon’s store.
Getting the investment was really fast, maybe less than 24 hours. I was able to get the inventory that I needed and actually hired my first full-time employee.
— Sylvia Kapsandoy, Founder USimplySeason
Whether they are just starting out or looking to expand, access to sufficient capital is a critical need for small business owners. In 2011, Amazon began offering lending solutions to provide independent sellers with new opportunities to secure the funds they need to meet their unique business goals. Over the years, Amazon has continuously improved the program with expanded product offerings, faster access to funds, and more flexibility. Through Amazon Lending today, independent sellers can quickly access attractive financing rates with transparent costs, choosing from options like term loans, business lines of credit, and merchant cash advances. Amazon collaborates with trusted third-party providers to expand the financing tools available, enabling eligible small businesses to qualify for up to $5 million in capital. Since launching, Amazon Lending has helped provide over $15 billion in capital to help small and medium-sized businesses grow. With resources like Amazon Lending, small business owners gain funds to innovate, scale, and succeed within and beyond their local communities.
We aspire to make innovative products. We’re always prototyping. We’re always building things, and we do invest a lot in IP. Amazon Brand Registry is just a really nice insurance policy to have as we expand our brand.
— Adam Craft, Founder Elevated Craft
Amazon’s Brand Registry is a free program for brand owners that provides powerful tools for protecting and building their brand’s success. Brands in Brand Registry receive automated protections that leverage advanced machine learning and expert investigators to prevent the attempted listing of counterfeit or infringing products, scanning keywords, text, and logos that are identical or similar to registered trademarks or copyrighted work. Brand Registry also gives independent sellers access to a suite of powerful brand-building tools that help grow brand awareness, improve consideration, increase conversion rate, and build brand loyalty. Brand owners can also create an Amazon store as a branded destination for customers and create richer listings with video, enhanced images, and product comparison charts, and they get access to insights and analytics that help independent sellers make strategic, informed decisions on how to grow their brands.
As we continued to learn more and take a lot of the educational courses and webinars through Amazon, we started to understand how to build the business better, and that’s when we started to change our prices to become more competitive.
— Nancey Harris, Co-founder & COO Vontelle Eyewear
Amazon Seller University offers educational resources to help independent sellers learn how to succeed in Amazon’s store. Content includes thousands of hours of articles, videos, webinars, and case studies in 24 languages. Amazon uses advanced analytics to understand the critical success factors for driving seller success and the areas that benefit sellers the most, and then builds Seller University content to help guide sellers through these success enablers. This includes training and practical instructions on things like how to analyze product performance and reduce customer returns, how to make smart pricing decisions and earn customer trust, and how to find the right customers and grow sales with efficient advertising. In 2024, more than 1.5 million independent sellers used free Seller University training to help them grow and optimize their business.
Amazon Accelerate has been transformative for our growth. I used to send my team members, but after attending myself, I really understood the value of it. It’s not just about learning new tools and strategies—the connections with other sellers make the real difference. The knowledge-sharing and community have been invaluable for keeping our 30-year-old company innovative.
— Gregory Perkins, CEO African American Expressions
Designed to provide unparalleled education, networking, and direct access to Amazon expertise, Amazon Accelerate is the premier annual conference for independent sellers and anyone interested in selling in the Amazon store. At Amazon Accelerate 2024, thousands of independent sellers connected with other sellers and Amazonians, and they
heard the latest program announcements, engaged in over 60 breakout sessions, and received personalized support from Amazon subject-matter experts.
heard the latest program announcements, engaged in over 60 breakout sessions, and received personalized support from Amazon subject-matter experts.
We’ve been on Amazon Handmade for between four and five years, and it’s become a big part of our business. Amazon has one of the biggest marketplaces in the world, and we wanted to see if we could tap into that. And then it got legs. It started going, and we haven’t looked back from there.
— Michelle Rutta-Wahe, Owner of Your Hearts Content
Amazon Handmade highlights the creativity and ambition of independent makers who create the entirety or majority of their products on their own. These makers can use the Handmade store and Handmade tag to reach more customers and access unique features that help raise awareness about the quality and creation of their goods.
I love Seller Forums—it has been a really nice resource to have. The community is pretty awesome. I usually spend an hour a day just seeing what challenges other sellers are facing.
— Scott Fleming, Owner & Inventor of Stoveshelf
Seller Forums
Seller Forums is the home base for the Amazon seller community providing an opportunity to share ideas, provide advice, and find answers to help sellers as they launch and build a successful business in Amazon’s store. This community also provides a wealth of valuable feedback that helps Amazon continue to innovate upon the tools and programs provided to small businesses—including feedback on Seller Forums. In 2022, Amazon developed a number of new Seller Forums features based on seller feedback including simpler navigation and search, improved voting features, clearer highlighting of responses from Amazon, more personalized experiences, and profile pages.
The FBA Donations program allows independent sellers that use Fulfillment by Amazon (FBA) to donate eligible products, including returns, to families and individuals in need through Amazon’s nonprofit partners. In addition to outlet sales, liquidation, and other options, FBA Donations are one more way that sellers can ensure their products reach people that want and can use them.
We’re transforming Atlanta’s future by creating a cycle of opportunity and education.
— Adria Marshall, Founder & CEO Ecoslay
Independent sellers on Amazon create significant employment opportunities across the United States. In 2024, independent sellers employed over 2 million people to support their Amazon-related businesses, with sellers present in all 50 states, Washington, DC, and Puerto Rico. In addition, sellers using FBA and CSBA support hundreds of thousands of jobs in Amazon fulfillment centers, at delivery service partners, and within Amazon Customer Service teams.
The Climate Pledge is a commitment to reach net-zero carbon emissions by 2040—10 years ahead of the Paris Agreement. Amazon co-founded the Climate Pledge in 2019 to build a cross-sector community of companies, organizations, individuals, and partners working together to address the climate crisis and solve the challenges of decarbonizing the economy. In addition, Amazon has added Climate Pledge Friendly badging within its shopping experience to help customers discover and shop for more sustainable products in Amazon’s store. These badges help highlight products that meet sustainability standards. Sellers are encouraged to create more sustainable products both because it’s the right thing to do and to benefit from this additional visibility in Amazon’s store.