With over 300 million active customers and billions in annual sales, Amazon is the world’s largest online marketplace and a critical sales channel for any business aiming to grow in the digital commerce space. At Akeneo, we make it easier than ever to activate your product information directly to Amazon, ensuring a smooth, compliant, and effective go-to-market process.
Being an Amazon Vendor essentially means that you are a wholesale supplier, selling your products to Amazon. This means that you receive a purchase order from Amazon, fulfill the purchase order, and sell your products directly to Amazon. It’s important to note that you must be invited by Amazon to be a Vendor, and each year when you negotiate your contract with Amazon, you negotiate your margins directly.
Although Amazon is now the owner and seller of the products, you are still responsible for setting up the item and for providing some of the product content. Amazon will make some optimizations on the product detail page for you, but you must also make efforts to ensure that your product record is complete and accurate, to ensure that your products sell and Amazon wants to place more purchase orders with you.
When you’re a third-party Amazon Seller, you use the Amazon marketplace as a channel to sell your products directly to consumers shopping on Amazon. You are responsible for the product listings, marketing and advertising, as well as the fulfillment of any orders. Amazon third-party sellers have access to different types of fulfillment options.
The fulfillment options for third-party sellers include:
Selling on Amazon isn’t just about being where your customers are—it’s about unlocking a powerful ecosystem designed to drive growth, visibility, and efficiency. Here’s how your business can benefit:
Amazon attracts over 2 billion visits per month from customers across the globe, making it the go-to destination for product discovery and purchase. Listing your products on Amazon instantly extends your reach to millions of potential buyers in multiple countries, with robust infrastructure to support cross-border commerce.
Amazon’s brand equity and customer-centric policies work in your favor. Shoppers inherently trust Amazon for secure transactions, fast delivery, and reliable customer service. That means when you list your products there, you’re piggybacking on that trust – something that’s incredibly hard to build on your own.
Amazon offers a comprehensive suite of tools to help sellers streamline operations and boost visibility. These built-in services free up your internal teams, allowing you to focus more on product strategy, brand development, and market expansion—while Amazon handles the logistics.
Amazon offers detailed analytics and reporting tools that help you track sales, monitor customer behavior, and analyze product performance. By understanding which products are performing well (and why), you can refine your listings, adjust your content, and improve conversion rates.
Selling on Amazon doesn’t have to be a siloed effort. In fact, with the right systems in place, Amazon can become a central pillar of a broader multichannel commerce strategy. This ensures brand consistency, speeds up time-to-market, and reduces operational friction, especially critical for brands managing large product catalogs across multiple channels.
While Amazon offers immense opportunity, it also presents a demanding and competitive environment. Sellers must navigate a unique set of challenges to succeed—and without the right tools, these hurdles can become costly and time-consuming.
With millions of sellers and competing listings, standing out on Amazon is no easy feat. The race to the top often becomes a race to the lowest price, especially in commoditized categories. Maintaining margins while staying competitive requires more than just pricing tactics – it demands compelling, differentiated product content that conveys value beyond cost.
Amazon enforces strict content requirements, from title formatting and attribute completeness to image standards and category-specific mandates. A single error can result in your listings being suppressed or removed, costing you visibility and sales.
Selling in multiple countries or Amazon marketplaces introduces regional variations in taxonomy, languages, and compliance rules. Manual updates often lead to inconsistencies that confuse customers, damage your brand, and trigger operational errors.
Balancing inventory between your DTC site, retail partners, and Amazon requires real-time visibility and coordination. Listing out-of-stock products or overselling can lead to negative reviews, customer frustration, and penalties from Amazon.
Adding new SKUs or launching new collections can be a daunting process, especially when each product requires unique content, attributes, and compliance checks for Amazon. Without streamlined processes, this can slow down your time-to-market and limit growth.
Success on Amazon isn’t just about having great products – it’s about presenting those products with the right information, in the right format, at the right time. That’s where a Product Information Management (PIM) system like Akeneo becomes your most powerful ally.
Akeneo PIM empowers brands and retailers to centralize, enrich, and distribute product information across all channels – including Amazon – ensuring that every listing is optimized for performance, compliant with platform requirements, and aligned with your brand identity.
With products being listed across your own website, retail partners, and marketplaces like Amazon, inconsistencies in product titles, descriptions, imagery, or messaging can erode trust and dilute your brand. Akeneo enables you to manage content in one place and syndicate consistent, high-quality product data everywhere so your customers always see the same story, no matter where they shop.
Rich product content doesn’t just improve the customer experience – it drives sales. With Akeneo, you can enrich each Amazon listing with detailed descriptions, lifestyle imagery, technical specifications, and enhanced content that informs and inspires buyers. By managing product data in a structured, scalable way, you can optimize listings for Amazon SEO, increase discoverability, and boost conversion rates.
Amazon regularly updates its product taxonomy, attribute requirements, and content guidelines. Without a flexible system in place, keeping up can be a nightmare. Akeneo’s adaptable data models and validation rules help you ensure compliance before publishing, and quickly make mass updates when requirements shift, so your listings stay live, accurate, and performing.
One of the leading causes of product returns and abandoned carts is poor or missing information. When customers don’t have enough detail (or receive an item that doesn’t match the listing) they lose confidence. Akeneo helps reduce these outcomes by ensuring your Amazon listings are clear, complete, and accurate, giving shoppers everything they need to make informed purchase decisions.
Launching new products or updating seasonal assortments on Amazon can be slow and error-prone without automation. Akeneo PIM enables you to automate product onboarding, enrichment workflows, and Amazon channel mapping, dramatically reducing the time it takes to go from product creation to live listing without sacrificing quality or accuracy.
Amazon requires specific product information, such as product titles, bullet points, descriptions, high-quality images, technical specifications, and backend search terms. These requirements vary by category and must follow strict formatting and character count rules.
Akeneo PIM centralizes and enriches your product data, making it easy to meet Amazon’s requirements for titles, attributes, and images. You can manage and localize content efficiently for Amazon’s taxonomy, reducing listing errors and speeding up time-to-market.
Akeneo Activation allows you to syndicate product content directly to Amazon. It automatically maps your product data to Amazon’s listing structure, ensuring your content is formatted correctly and stays up to date across regions and categories.
Yes, with Akeneo PIM and Activation, you can localize and manage content for multiple Amazon country marketplaces (e.g., amazon.com, amazon.fr, amazon.de) from one centralized platform. This helps maintain brand consistency while respecting local languages and regulations!
Akeneo PX Insights provides analytics on product content performance across channels like Amazon. It tracks data completeness, consistency, and channel-readiness, helping you identify and close experience gaps that affect visibility and conversions.
Yes. By maintaining a single source of truth and using automated rules, validations, and content mapping via Activation, Akeneo helps reduce manual errors and ensures your listings are always compliant with Amazon’s evolving content standards.
While Akeneo PIM doesn’t author A+ Content directly, it ensures that your foundational product information is complete, rich, and accurate—so your teams can build stronger A+ modules with the right product data, imagery, and storytelling elements.
With PX Insights, you gain visibility into how well your content performs across Amazon—helping you improve your product experiences, prioritize updates, and better compete on the digital shelf!
Yes! Whether you’re using Seller Central or Vendor Central, Akeneo helps ensure that your product information meets Amazon’s standards and enables easier collaboration with internal teams or external partners who manage the listings.
Our Akeneo Experts are here to answer all the questions you might have about our products and help you to move forward on your PX journey.
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