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‘Brands want to own the delivery moment’: How sellers navigate Amazon’s packaging rules

Digiday 11 Jan 2019 05:01

For sellers, Amazon’s reach gives access to millions of customers, but it comes with certain compromises. One such compromise is giving up some control of the branding of packages delivered to customers, as well as the types of materials brands can include in those shipments.

Amazon offers two ways sellers can ship products through its platform: either as third-party sellers, which fall under Seller Central requirements, or wholesale through Amazon. Sellers can choose to use Amazon’s fulfillment service to ship items for a fee, or they can handle the fulfillment themselves. Products are normally shipped in Amazon’s plain cardboard boxes.

Amazon’s shipping requirements bar the use of brand inserts. According to the packaging and preparation requirements on Amazon Seller Central, Amazon will not accept marketing materials including pre-priced labels, pamphlets, price tags or other non-Amazon labels. In addition, under Seller Central’s “prohibited seller activities and actions,” sellers can’t attempt to circumvent the Amazon sales process or divert Amazon users to another website. Any marketing messages or “calls to action”, according to the requirements, that lead, prompt or encourage Amazon users to leave the Amazon website are prohibited.

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AmazonSeller CentralCEO Leo WangRussell SaksDigiday
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