Over the years, I’ve had the chance to experiment with different online business models. From my experience, Amazon FBA stands out as one of the most powerful ways to build a real, scalable business.
When it comes to selling online, the hardest part is always the brand.
A lot of beginners hear the word “brand” and think it sounds distant or complicated.
But if you’ve ever run ads, you’ll quickly realize something important:
Branded products are significantly easier to sell than products nobody recognizes.
And this is where Amazon FBA gives you a massive advantage — what I call a “brand leverage.”
Customers already trust Amazon.
They already have their credit cards saved.
They’re ready to buy.
So when you list your product on Amazon, if your presentation is solid, your conversion rate can be incredibly high.
In this article, I’ll walk you through how to sell on Amazon from A to Z.
What is Amazon FBA?
Amazon FBA is an online business model that allows you to sell products on Amazon without handling packing or shipping yourself.
You simply send your inventory to Amazon’s warehouse. From there, Amazon takes care of everything — storage, packaging, shipping, and even customer support.
FBA stands for Fulfillment by Amazon, which means your orders are handled entirely by Amazon.
And here’s the best part: everything can be done online.
You don’t need to go anywhere. You can literally sit at home and run the entire business remotely.
But there’s one condition — you have to do it the right way.
How to Find Products to Sell on Amazon
To start selling with Amazon FBA, the first step is product research — and this is the most important step.
The product you choose will determine everything that comes after: your branding, pricing strategy, marketing approach, and ultimately, your ability to survive in the market.
A lot of beginners fail simply because they choose the wrong product.
They rely on gut feeling or chase trends without analyzing data.
The result?
Dead inventory, lost capital, or products that don’t sell at all.
If you’re serious about making money with Amazon FBA, you need to choose products based on data, tools, and clear criteria — not guesswork.
Here are 6 core criteria for selecting a winning FBA product:
- Strong demand (at least 300 sales/month)
- Low competition (few reviews, easier to rank)
- Healthy profit margins (products priced between $20–$70 tend to sell well and leave room for profit)
- Room for improvement (you can make the product better)
- No legal risks (no patents or trademark issues)
- Small, lightweight, easy to ship, and low return rate
You can use tools like Jungle Scout to filter products based on these criteria.
It allows you to see sales data, review counts, and competition levels — even while browsing Amazon.com.
How to Buy a UPC Code for Amazon FBA
Before you can list a product on Amazon, you’ll need a product identifier — called a UPC code.
UPC (Universal Product Code) is a 12-digit barcode that Amazon uses to identify what your product is and which brand it belongs to. In most cases, having a UPC is mandatory — unless you qualify for a GTIN exemption (a special case).
But here’s where many beginners make a costly mistake:
Not all UPC codes are valid.
Amazon only accepts UPCs issued by GS1, the global authority for barcode standards.
If you buy cheap UPC codes from third-party sellers (like eBay or random websites), you’re taking a serious risk. Those codes may already be tied to another brand, previously flagged, or even rejected by Amazon.
Worst case scenario?
Your listing gets removed — or your ability to create new listings (ASINs) gets restricted.
The correct process:
- Go to the GS1 official website (gs1us.org)
- Click “Get a Barcode” → choose GS1 US GTIN
- Enter your brand information and product details
- Complete the payment (typically around $30 for one code, no ongoing fees)
- Log into the GS1 Data Hub to retrieve your UPC
- After 24–48 hours, use that code when creating your listing on Amazon
One important note:
Your brand name in the UPC database must match exactly the brand name you enter on Amazon. If it doesn’t, you’ll run into the “Invalid UPC” error.
How to Find a Supplier for Your Amazon FBA Business
Once you’ve found a promising product, the next step is to find the right supplier. These are usually manufacturers based in countries like China, Vietnam, or India.
When reaching out to suppliers, don’t present yourself as a beginner.Position yourself as a serious business owner — someone who can become a long-term partner.
Here’s a simple 4-step process to find a reliable supplier for your Amazon business:
Step 1: Build a shortlist of 5–10 potential suppliers
- Use Alibaba to search for your product
- Use tools like Jungle Scout Supplier Database to verify credibility (have they shipped to the U.S.? do they have real order history?)
Step 2: Reach out to suppliers
Select around 10–20 potential suppliers and start contacting them.
In your message, make sure you:
- Clearly explain your requirements (quantity, materials, design specs)
- Attach reference images
- Ask about MOQ (minimum order quantity), sample pricing, and production timeline
- Use a professional email template to build trust
Step 3: Compare and narrow down to your top 3 suppliers
Once you receive responses, filter down to the best 3 based on:
- Sample quality
- Communication responsiveness
- Pricing
- Whether they are a manufacturer or just a trading company
- Experience with the U.S. market
Step 4: Order samples and test them
Never rely solely on what you see on Alibaba — listings can be misleading.
You need to order samples and evaluate them yourself.
- Order from 2–3 different suppliers to compare
- Use PayPal for safer payments
- Test the product like a real customer
Only after that should you choose the supplier you trust and move forward with mass production.
Setting Up Your Amazon FBA Seller Account
Once you’ve chosen your product and supplier, the next step is getting everything set up — both legally and technically — so you can start selling on Amazon.
There are three key components: your brand name, your business entity (optional), and your Seller Central account.
1. Choose a Brand Name
Amazon is a marketplace built around real brands.
Even if you’re selling from Vietnam, U.S. customers will see the brand name you display on your product listing.
So how should you choose a name?
- Keep it short and easy to remember
- You can use tools like Namelix.com to generate brand names based on keywords
- If you’re just testing products, go with something generic
- If you’re building a long-term product line, choose a more niche-specific brand name
2. Register an LLC (Optional)
You don’t need to form an LLC right away to sell on Amazon.
You can start as an individual and set up a company later once you’re generating consistent revenue.
However, forming an LLC makes sense if:
- You want to raise capital
- You’re partnering with others
- You want a more structured, professional setup from day one
In those cases, setting up a U.S. LLC can make financial management and profit sharing much clearer.
Services like LegalZoom can help you register an LLC for around $100–$150.
3. Create Your Amazon Seller Central Account
This is your main dashboard — where you manage everything:
Products, orders, inventory, ads, and revenue reports.
A few important tips:
- Use your real identity (ID/passport, bank statements)
- If utility bills aren’t under your name, bank statements can often be used instead
- Amazon now supports Vietnamese sellers through sell.amazon.vn, where you can find detailed setup guides
4. Individual vs. Professional Account — Which Should You Choose?
When signing up, you’ll have two options:
- Individual Account
No monthly fee, but limited features. You won’t be able to run ads and some categories are restricted. - Professional Account
$39.99/month — full access to all features, all categories, and the ability to run ads to scale your products.
If you’re serious about building a long-term Amazon FBA business, go with the Professional plan from the start. If your budget is tight, you can begin with Individual and upgrade later.
Packaging, Labeling, and Barcodes for Amazon FBA
Once your account is set up and your product is ready, you need to prepare your packaging according to Amazon’s requirements — including the correct barcode so your inventory can be received into Amazon’s warehouse.
There are two types of barcodes you need to understand:
- UPC: Used when creating a new product listing
- FNSKU: Used on the product packaging to identify you as the seller
What should your packaging include?
- A “Made in China” label (or the actual country of origin)
- The FNSKU barcode — generated after you create your listing in Seller Central
You can either print the FNSKU labels yourself or download the PDF file and have your supplier print it directly on the packaging.
One important note:
After your listing is created, you no longer need the UPC.
At that point, the FNSKU becomes the only barcode that should be placed on your product.
How to Design Your Product Packaging
Start by asking your supplier if they already have existing packaging options you can use.
If your product is positioned as a gift or targets a higher-end market, it’s worth investing in clean, professional packaging. Good packaging can significantly increase perceived value — and conversion rate.
You can also enhance your packaging by adding:
- Your logo
- Product information
- Your website URL
- A review request
- A QR code that leads to your other products or brand page
When it comes to design, you have a few options:
- Create it yourself using tools like Canva
- Hire a professional designer on platforms like Fiverr or Upwork
- Buy pre-made packaging designs on Etsy and customize them to fit your brand
Placing Your Order and Shipping Products to the U.S.
Next, you’ll place your order (usually through Alibaba) and arrange shipping to the U.S. — directly to Amazon’s fulfillment centers.
When you’re about to send your first order to Amazon, it can feel a bit nerve-wracking.
Especially when you’re wiring $5,000 or even $10,000 to a supplier in China.
You might be thinking:
What if I get scammed?
What if they take the money and disappear?
Here’s the reality:
If you follow the right process — choose a reliable supplier, create a clear purchase order, inspect product quality, and agree on terms carefully — the risk of getting scammed is close to zero.
Shipping Your Inventory to Amazon Fulfillment Centers
After placing your order, the next step is to hire a shipping company to deliver your products to Amazon FBA warehouses in the U.S.
This is a critical stage.
If you make mistakes here, your shipment could get stuck at customs — or worse, rejected by Amazon.
But if everything is done correctly, the process is smooth and largely automated (you just pay the service provider to handle it).
Sea Freight vs. Air Freight — Which Should You Choose?
- Sea Freight
Lower cost, but slower (typically 1–3 months) - Air Freight
Faster, but more expensive (usually 1–3 weeks)
If your product is small, lightweight, or you need inventory quickly to avoid losing sales → go with air freight.
If you’re shipping large quantities and want to optimize costs → sea freight is the better option.
Working with a Freight Forwarder
You’ll need to work with a freight forwarder — a logistics partner who handles everything end-to-end: packaging, labeling, shipping, documentation, and customs clearance.
A good starting point is Freightos, where you can compare quotes and find reliable partners.
When using Freightos, you simply need to:
- Select the origin (usually your supplier’s factory in China)
- Select the destination (an Amazon warehouse in the U.S. — you can estimate if you don’t have the exact one yet)
- Enter shipment details (dimensions, weight, declared value)
- Choose the packaging type: Loose Cargo or Container
You’ll then see a list of shipping options. Choose a partner who:
- Communicates clearly
- Has experience with Amazon FBA shipments
- Is comfortable working with small businesses
Creating a Shipping Plan in Amazon Seller Central
This is a critical step — Amazon uses this plan to determine exactly where your inventory should be sent.
How to do it:
- Go to Seller Central → Inventory → Shipments → Send to Amazon
- Enter the Ship From address (your freight forwarder’s address)
- Select marketplace: United States
Choose your packing type:
- Case Pack: One product type per box
- Individual Units: Mixed products in one shipment
Then:
- Enter product details (dimensions, quantity, etc.)
- If unsure, confirm with your supplier
Labeling options:
- By Seller: You provide the PDF labels and your forwarder applies them (more cost-effective)
- By Amazon: Amazon labels your products ($0.55/unit)
Confirm shipping and choose delivery method
Amazon will ask:
Small Parcel Delivery (SPD) or Less-than-Truckload (LTL)
- SPD: for lighter shipments (under 150 lbs)
- LTL: for heavier shipments
It’s recommended to use Amazon’s partnered carriers (UPS is the most common) — they’re cheaper and integrate directly with Amazon’s system.
Finally:
- Print your shipping labels
- Send them to your freight forwarder to attach to the cartons
Once everything is confirmed, click “Mark as Shipped” so Amazon knows your inventory is on the way.
Creating Your Amazon Listing
Once your inventory has been shipped to the U.S., the next step is to create your product page on Amazon Seller Central — also known as your Amazon listing.
This is a critical step because it directly impacts your ability to generate sales.
That’s why your listing needs to be fully optimized and presented professionally to maximize conversion rates.
You need to understand one thing:
Amazon works like a search engine.
And just like SEO for Google, you need to do SEO for Amazon.
That means researching keywords, optimizing your title, description, and product images.
The good news? It’s not that complicated.
With the right tools, you’ll be able to do it.
Launching Your Product on Amazon FBA – Start Generating Passive Income
There’s one thing you need to understand:
Products with no reviews are very hard to sell.
Customers don’t trust them.
They don’t want to be the first person taking a risk on something with no proven quality.
So how do you get your first reviews?
That depends entirely on your product launch strategy.
Product Launch Strategy for the Initial Phase
During the launch phase, your goal is not profit — it’s sales velocity and reviews.
- Lower your price aggressively — as long as you’re not losing money
- Use coupons to make your listing stand out in search results
- Run PPC ads so customers can actually find your product
A simple strategy:
Calculate your break-even price → increase it by 5% → then offer a 5% coupon.
This creates a “discount effect” while still keeping your margins under control.
Getting Your First Reviews
On Amazon, only about 1–2% of customers leave reviews naturally.
So if you want 1–2 reviews, you may need 100 orders.
That’s why you need a system to request reviews.
Here are 3 effective methods:
- Manually click “Request a Review” inside Seller Central
- Use tools like Jungle Scout to automatically send review requests a few days after delivery
- Join Amazon Vine — pay $200 to get reviews from experienced reviewers
(they are honest, so don’t use this if your product isn’t ready yet)
You can also include a thank-you card inside your packaging, politely asking for an honest review.
One critical rule:
Never offer gifts, discounts, or incentives in exchange for positive reviews.
Amazon strictly prohibits this — and violations can lead to serious penalties.
Final Thoughts
Building a profitable Amazon FBA business is not easy.
There’s a lot you need to learn, and the learning curve can feel overwhelming at first.
But once you understand the system, you’ll realize something surprising:
The actual day-to-day work is quite minimal.
You contact suppliers, place orders, wait for inventory to arrive, and set up ads that run in the background…
It takes effort to learn Amazon FBA, but if you do it right, it can give you a high level of time freedom.
If you follow the process, understand the strategy, and execute properly — Amazon FBA can become one of the most sustainable income models available today.
This article is already quite long, but it still only covers the fundamentals.
If you want to go deeper, check out my other articles on JamesTheMarketer.
The more you understand, the lower your risk — and the higher your chances of success.