How to Conquer Amazon

What you need to know about selling your products via the e-tail giant Amazon is a destination for millions of shoppers ­searching for everything from books to batteries to bottled water. The loyalty of subscribers to the e-commerce seller’s Amazon Prime, which offers free two-day delivery and other benefits, is the envy of retailers the world over. For jewelry retailers, Amazon can be a terrific way to augment sales—but selling on Amazon also takes a lot of effort. On the following pages, sellers, ­consultants, and other experts offer insights on how to break into this booming marketplace. Getting in the Door: A High Bar There are two types of sellers on Amazon: those whose wares are sold directly by Amazon, such as New York City designer Alex Woo, and third-party sellers, who make up the vast majority of sellers in the jewelry category as well as across the platform. In the
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