Whether you’re a brand looking to expand into the world’s largest marketplace or someone exploring Amazon as your first e-commerce venture, the process of getting started can feel overwhelming. I’ve helped dozens of brands launch on Amazon across both the US and Canadian marketplaces, and the truth is — the setup isn’t complicated. The strategy behind it is what separates sellers who struggle from sellers who scale.
This guide walks you through every step, from creating your account to making your first sale. No fluff, no theory — just the exact steps in the right order.
Not every product or brand belongs on Amazon. Before you invest time and money, ask yourself:
If you checked all three, let’s move forward.
Amazon offers two seller account types:
| Plan | Monthly Fee | Best For |
|---|---|---|
| Individual | $0/month + $0.99 per sale | Testing the waters, fewer than 40 items/month |
| Professional | $39.99/month | Serious sellers, advertising, brand registry, bulk tools |
My recommendation: Start with Professional from day one. The $39.99/month is nothing compared to the tools you unlock — advertising access alone is worth it. Every client I’ve onboarded at Waltsco is on Professional.
How long does it take? Account approval typically takes 24–48 hours, but Amazon may request additional verification documents. Don’t panic if they ask for utility bills or bank statements — this is standard.
Selling in both the US and Canada? Use Amazon’s North America Unified Account to manage .com and .ca from a single login — this is what most of our clients at Waltsco do.
Every product on Amazon needs a unique product identifier. Purchase UPC codes from GS1 (gs1.org) — don’t buy cheap barcodes from third-party resellers. Amazon has been cracking down on invalid GTINs, and getting flagged can delay your launch by weeks.
Your main image is the single most important conversion factor on Amazon. Requirements: pure white background, product fills 85%+ of the frame, minimum 1600×1600px, no text or logos. You’ll also want 6–8 secondary images. This is not where you cut corners.
| Method | How It Works | Pros | Cons |
|---|---|---|---|
| FBA | You ship inventory to Amazon’s warehouses. They store, pick, pack, and ship. | Prime badge, customer trust, hands-off fulfillment | FBA fees, storage fees, less control |
| FBM | You store and ship products yourself | More control, lower fees with your own warehouse | No Prime badge, more work, harder to win Buy Box |
For most new sellers, FBA is the right choice. The Prime badge alone increases conversion rates by 20–30%.
Pro tip: Amazon may split your inventory across multiple warehouses. This is normal — distributed inventory means faster delivery to customers.
A healthy target is 25–30% net margin after all Amazon fees and advertising. If you’re below 15%, rethink your sourcing or pricing.
New products with zero reviews won’t rank organically. Amazon PPC is how you buy your way onto page one while you build momentum.
Let Amazon match your listing to search terms — your keyword discovery tool. Budget $20–30/day, run for 2–3 weeks, then harvest the search term report.
Take your best keywords from the auto campaign and target them precisely. Budget $30–50/day, bid aggressively at launch.
Your brand banner at the top of search results. Budget $15–20/day for brand awareness and storefront traffic.
What’s a good ACoS at launch? Expect 40–60% in your first 30 days. It’s normal — you’re buying ranking and reviews. After 60–90 days of optimization, target 20–35%.
Reviews are the currency of Amazon. Products with fewer than 15 reviews convert at roughly half the rate of products with 50+.
Never buy reviews or use review manipulation services. Amazon’s detection is sophisticated and the penalty is account suspension.
Amazon Brand Registry unlocks tools non-registered sellers can’t access:
Pro tip: No trademark yet? File through Amazon’s IP Accelerator program and get Brand Registry access before the trademark is fully registered.
Once you’re live, the work isn’t done — it’s just beginning. Weekly check-ins should include:
If you’re a brand with existing products and revenue, managing Amazon yourself while running the rest of your business is a real challenge. An agency can handle daily operations — PPC, listing SEO, catalog management, competitor monitoring — while you focus on growth.
What to look for:
How much money do I need to start selling on Amazon?
Plan for $2,000–5,000 minimum: inventory ($500–2,000), photography ($200–500), UPC codes ($250), Professional account ($39.99/month), and initial PPC budget ($500–1,000).
How long does it take to become profitable on Amazon?
Most products take 3–6 months. The first 60–90 days are an investment period — you’re spending on advertising and building reviews.
Can I sell on Amazon without carrying inventory?
Yes — via dropshipping (with restrictions), FBA, or print-on-demand through Merch by Amazon. That said, FBA with your own inventory remains the most competitive model.
Is Amazon FBA still profitable in 2026?
Yes, but margins are tighter than five years ago. Sellers who succeed treat Amazon as a real business — proper branding, optimized listings, strategic PPC, and data-driven decisions.
Should I sell on Amazon.com or Amazon.ca first?
Canadian brands: start with .ca — lower competition, easier logistics. US brands: start with .com, then use NARF to test Canadian demand without additional inventory investment.
Need help launching on Amazon?
Waltsco specializes in full-service Amazon management for US and Canadian marketplaces.
Book a free consultation | 1(877) 269-9258
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