Amazon.eu (UK / DE / FR / IT / ES / NL / SE) marketplace guide

// Contents

Commercial Info
How to request an account + costs
Channel features
Channel setup
    Specific Amazon settings/configuration
    Setup
    Categorisation
    Mapping
    Pricing
    Listed products
Channel-specific F.A.Q / issues

// Commercial Info

Active countries: United Kingdom, Germany, France, Spain, Italy, the Netherlands, Sweden
Monthly visitors: ~ 2500 million
Commission: €39,- + a percentage based fee (% depending on category)
Payment: Professional seller: immediately after shipment confirmation (paid bi-weekly)
Product categories: Everything
Input language: Depends on the chosen country
Input currency: EUR (GBP for UK | SEK for SE)
Content creation: Yes

ChannelEngine Amazon marketplace information

// How to request an account + costs

Selling online on Amazon is an easy and effective way to reach millions of potential buyers. Whether you have to sell a little or sell a lot, Amazon provides you with the required tools and experience to sell online successfully. Read more about the features & benefits of selling online on Amazon.

Note: To sell on Amazon’s marketplace you need to have a professional seller account. You can request one here.

The cost of creating an Amazon professional account is €39 per month. Additionally, Amazon charges an extra commission for products sold called referral fees. The commission percentage varies depending on the type of product, but usually has a minimum of 0,30 EUR / GBP per item. To see specific commissions for each product category you can check this  Amazon page

During the account creation, you can set up your own 'shop' in Amazon with your own company logo. To do so, follow the next steps:

  • From ‘Settings’ select the ‘Your Info & Policies’ link.
  • On the ‘Your Information & Policies’ page, click ‘Profile’.
  • Locate the ‘Seller Logo’ section, and click the upload button. For a logo to be displayed, the image size must be exactly 120 by 30 pixels, and the file size must be no more than 2 megabytes (Mb).

In Amazon, it is not possible to include a link of your website in your professional account. It is only possible to include the link of your own web in the products listed in Amazon.

// Channel Features

Supported Not supported
Product offers (ISBN, UPC or EAN matching & ASIN matching) Advanced Amazon features such as Amazon billing
Product content
Orders
Cancellations  
Returns (merchant)
Product variations (sizes / colors)
Repricing
External fulfillment
Carrier mapping

// Channel setup

Setting up every channel in ChannelEngine follows the same steps/flow:

// Specific Amazon settings/configuration

/ Setup:

To connect ChannelEngine to Amazon you first need to follow a 6 step process as displayed below:

/ Amazon
  1. On SellerCentral, go to 'Settings' > 'User Permissions'.
  2. Once there, select the option to manage your apps ("Visit Manage Your Apps").

  3. Select 'Authorize new developer' on the top of the page.

  4. Fill in the developer's name and developer ID.

    Developer's Name: "ChannelEngine"
    Developer ID: "6395-8456-3595"
    	
  5. Accept the terms and conditions by checking both checkboxes and press 'Next'.
    amazon2
  6. Once successful, you will see a page containing important information that you will need for the Amazon API settings in ChannelEngine (your Seller ID & MWS Authorisation Token). Don't click these away until you copied the relevant information to ChannelEngine.

/ In ChannelEngine
  1. Go to the 'Setup' section in the Amazon channel settings in ChannelEngine.

  2. Fill in the Seller Id and MWS Authorization Token. If you lost them or something went wrong with copying, they can be found again in Amazon (but not located in an easily accessible spot).
    - Seller Id: Settings > Account Info. In the section 'Business Information' select the option 'Your Merchant Token'. Your Seller Id (token) should now be visible.
    MWS Authorization token: Settings > User permissions. Go to 'Visit Manage Your Apps'. ChannelEngine should be listed between developers/apps, in the column 'MWS Auth Token' the token should be visible.
  3. Optional settings:
    Please note: Be absolutely certain you want to change any of the settings listed below as changing these settings is not without consequences and can have a severe impact if enabled unwanted or accidentally!

    • Disable price updates - only enable this option if you do NOT want ChannelEngine to manage your pricing on Amazon.
    • Disable VAT calculation - only enable this option if you use Amazons VCS (VAT Calculation Service) and do NOT want ChannelEngine to calculate VAT if enabled.
    • Enable new content export - this is a hidden setting that is disabled by default. If you want this enabled, please contact your customer success manager. Be aware that in order to create content successfully, your categorisation and mapping will have to be set up perfectly. One wrong mapping will result in errors.
    • Use grandparent products - only enable this option if you have actual grandparent products that differ on color and want to use them as the group parent for your product variations. For Amazon, the grandparent will be the 'parent' of the child products. The values in the regular parent products will be ignored. Note: if you currently have products on the channel, they will be deleted and new products will be created in the new hierarchy.

Recommend additional steps

The following steps are optional, but highly recommended ( in case you’re having problems with your Amazon account, we’ll be able to have a look at your account to help you):

  1. Go to ‘Settings’ > ‘User Permissions’ in Amazons Seller Central.  
  2. Invite ChannelEngine as a Seller Central user. Please make sure to use info@channelengine.com as the email address to invite, as this is the email address our Amazon account uses.

  3. Once invited we'll accept the invite to gain initial access. However, by default, this access will be limited to the 'Advertising' and 'Performance' sections without the option to view the current inventory (this is by far the most important section for us to have insight in).
    Warning: Giving additional rights to ChannelEngine's Amazon account is currently broken. We are still waiting for a solution from Amazon but until that is available you can not give us additional access, unfortunately. Step 4 and 5 can be ignored until that time.
  4. Go to 'Settings' > 'User Permissions' again and select the 'Manage Permissions' option on the right-hand side of the user information for ChannelEngine.
  5. You will see a huge table listing the rights for every section of Amazon. Please make sure that we have at least access to Inventory (View & Edit) and Orders (View), however, access to additional sections such as Reports have proven to be useful in the past.

/ Categorisation:

Categorisation for Amazon is not mandatory unless you want to submit new products to Amazon or update existing content (this includes advanced offer attributes such as bullet points, search terms and sale prices). One important thing to notice: before you can set the specific product category/browse node, you will first need to set the product type (which is done in the categorisation). 

For example: a backpack is first "categorised" as luggage > luggage. At the content mapping, you can select the actual recommend browse node and other relevant attributes, stating the product is in fact is a casual backpack.

/ Mapping:

/ Content: 

What's important to realize when using the Amazon content mapping, is that in comparison with other marketplaces, Amazon has no real content API. They only have the option to use inventory loader templates (which you can download from their backend as well) and submit them through an API. Because of the limitations of those templates, the content mapping isn't as dynamical as one would like and in some scenario's attributes will be marked 'Optional' even though they are mandatory (for example in case of product variations/sizes/colours).

Note: while there are a huge amount of available attributes, they are displayed in alphabetic order. If you are looking for a specific attribute, you can scroll to the first occurrence of the first letter.

6 attributes are always required to fill/map in ChannelEngine (on ' All Products') in order to successfully create the content of which the last 2 mentioned might seem odd:

  • Brand name - this is the brand or manufacturer of the product (example: Eastpack).
  • Item name - the name or product title of the item (example: Eastpack Padded Pak'r Backpack - Blue)
  • Main image URL - the location of the primary product image (example: https://files.channelengine.net/imgs/eastpack-ppakr-blue.jpg)
  • Product description - the main product description (example: The Eastpak icon, known worldwide / Large main compartment with zippered closure to keep your gear safe / Handy zippered front pocket to carry smaller items / Padded back and straps make for a comfortable carry)
  • Applicable Dangerous Goods Regulation - this might seem like an odd attribute but is used to mark if a product is regulated as a dangerous good or hazardous material. In case of the backpack example this will be 'Not Applicable', but if you sell something that's in aerosol containers or contains specific chemicals (like cleaning agents) this has to be mapped to the relevant value.
  • Is this product a battery or does it utilize batteries? - if your product contains or it a battery, set this to TRUE. In all other cases (like our backpack), this is FALSE.

There will also always be specific required attributes per product type, which can differ. Some common attributes that are present for multiple product types:

  • Adult Flag - this is to mark if it's a product only suited for adult public (for example erotic products).
  • Colour map -  this is your colour attribute mapped to the colours available on Amazon (for example: Red --> Red).
  • Colour name - this is the attribute for the colour of your product (for example: Red).
  • Condition type - this attribute marks the condition of the product. The allowed values can differ per product type (although every product type supports 'New'), for example, you can mark a TV as 'Refurbished', but not a backpack.
  • Department - this is the attribute that defines the target audience (for example 'Women' or 'Boys').
  • Material composition - the generic material composition of the product (for example: 20% polyester, 80% cotton).
  • Outer material type - the material from which the outer clothing or accessory is made (for example: Polyester).
  • Recommended browse nodes - this is where you set the specific category which is where the search on Amazon is based on (for example: Backpacks > Casual Daypacks).
  • Size map - this is your size attribute mapped to the sizes available on Amazon (for example: XXL --> XX-Large). If your item has no variant sizes, you can just use 'One size'.
  • Size name - this is the attribute for the size of your product (for example: XXL).

If you want to set variants (so different sizes/colours for a product), the " Relationship Type" and "Variation Theme" must also be set. See the article on creating variants for detailed information.

Warning: If you enable the content connection with Amazon, all relevant data must be mapped as it will try to overwrite current content. This includes 'offer'-content such as bullet points, search terms and sales prices. If you do not have this data (mapped) in ChannelEngine, but added it manually on Amazon in the past, it will be removed!
/ Offer: 

There are only a few required attributes for offers, as this is mainly used to create offers with your price and stock on existing products on Amazon (even the ones you have created).

/ Mandatory attributes:

  • Business price - as the interface currently does not have the option to make attributes required based on other selected options, the 'Business price' is always mandatory to have mapped. The business price is the price that B2B customers on Amazon Business pay for your product. Price rules are currently not applied to business prices. Please note: if you do not select Amazon Business (B2B) or Both at 'List product on', this price field will not be exported. 
  • Fulfillment override - this is where you set the type of fulfillment you want to use for Amazon. If you have all your products located at Amazon (FBA), you can select that option or Automatic (as long as there is FBA stock for a product, the offer is set to FBA, once depleted a switch to merchant fulfilment will be done). More information on this can be found in the article regarding external fulfillment.
  • List product on - this is where you set if you want to list your product on the regular Amazon marketplace (B2C), on Amazon Business (B2B), or both.
  • Price before (re)price rules - this is the default price on which price rules will be applied.
  • Standard price - this is the standard price field for Amazon pricing, however, you are strongly advised to map the same attribute as for 'price before price rules' to prevent price rules not being applied.

/ Optional attributes (please note that Product ID Type & Value are required if you want to use any other identifier than EAN):

  • Product ID type - this is where you set the type of identifier you want to use for your products. This will be used both for the offer export as the content export to Amazon. If you do not map any type, there is a fallback to the EAN.

    Other options than EAN are:
    - ASIN (Amazon Standard Identification Number) - this is the identifier which is guaranteed unique on Amazon
    - GCID (Global Catalogue Identifier) - this is relevant if you use Brand registry
    - GTIN (Global Trade Item Number) - similar to the EAN
    - ISBN (International Standard Book Number) - only relevant for books
    - PZN (Pharma-Zentral-Nummer) - only relevant for pharmaceutical products
    - UPC (Universal Product Code) - similar to the EAN

  • Product ID value - this is the actual attribute containing the correct value for the set product id type. Please be aware that Amazon validates these values, so if you for example map type ASIN and do not map a 10 character uppercase alphanumeric value and the product ID value, Amazon will reject any offer.
  • Condition note - this field is to describe the condition of the item. This is NOT needed when submitting products as new, but if you sell refurbished or used items, this field can be used to describe the exact condition (example: like a new product, different packaging). Specific examples and information can also be found on Amazon's help pages.
  • Condition type - this field is to set the general condition of your item if you are NOT using the Amazon content export (but want to set it on the offer). Please note that this field can contain any text, but in order for it to work the condition has to exactly match the name of the allowed condition value. Because the allowed conditions are different for each product type, it's not possible to give a global option list in the offer mappings. To get an idea of the allowed conditions per product type you can check the following information on Amazon.
  • Fulfillment latency - this is the number of days it generally takes to process an order. Please fill in a value between 1 and 10. 0 is NOT an allowed value, if you do not wish to set fulfillment latency (for example you only take like an hour to process orders and start shipping them), please leave this attribute unmapped.
  • Shipping group - use this to set specific shipping groups for your products. This is only needed if you do not use the (Amazon) 'Default Template' alone and have multiple shipping templates. For example, you have small items that can be sent by regular carrier in a small box for a fixed price, but also very large items (like a refrigerator or a table) that need to be transported by a specific carrier which will also cost more and take longer.

    To set up shipping groups in Amazon go to ' Settings' > 'Shipping settings'. You will see the option 'Create New Shipping Template' there. In these templates, you can set the countries/regions you want to ship to, the average transit time, and the shipping price.

/ Carrier:

Carrier codes

While Amazon allows unregistered carriers, it is advised to map to one of their registered carriers and include T&T-information. This is because this has an influence on your 'Delivery Performance' (specifically the valid tracking rate). If you use a known carrier with valid track & trace information, Amazon should be able to confirm delivery by directly requesting updates from your carrier. If your carrier is not listed (like BPost for example), you can use 'Other' instead.

Please note: This 'list' of carrier codes that Amazon allows is very old and has not been updated for years. Amazon is not adding any new carriers to it, new carriers are added as 'carrier name' (see below). As there is no list for these carrier names available from Amazon, these options can not be added to the carrier mapping.

Carrier names

Next to the ' carrier codes', Amazon also has carriers as 'carrier names'. Some newer carriers are only available by their carrier name which can vary per Amazon country and the exact name can differ as well. Amazon, unfortunately, does not share this list (both the available carriers as the exact notation). Therefore we can not offer these options in the carrier mapping as we do with the carrier codes.

If you know the exact names of a carrier ' name', you have 2 options:

  • Do not set up any carrier mapping and directly put that as a carrier method on your shipments (so your original shipment already has the correct carrier method). In that case, we will automatically export it as a carrier name to Amazon.
  • The alternative is that you select 'Other' as a carrier method in the dropdown (see 1 in the image below). Once selected an additional field below it will appear where you can fill in the name of the desired carrier name, like BRT (see 2 in the image below). Please be aware that the name has to match 100% with what Amazon expects in order for a working track&trace link to be generated by Amazon. An example is "TNTIT". This is the correct carrier name for TNT in Italy, but 'tnt_it', 'TNT it', 'Tnt Italy' would all be exported to Amazon but not match the correct carrier so no valid tracking link can be created

/ Pricing:

3 things that require special attention when using Amazon (next to the regular usage of price rules):

  • If your default currency is EUR, a currency conversion will be needed for Amazon.co.uk as it expects all prices in GBP. This is only needed for the offers, orders will automatically have prices converted the accounts default currency.
  • Amazon supports automatic repricing. Please make sure you read all documentation on repricing before setting it to 'Active', as it is one of the more complex parts of ChannelEngine and a proper understanding is required to prevent accidental unwanted prices/results. 
  • Because the offer and content export both use the same type of 'template', prices you map in the content mappings will be exported as the prices for your product(s). Please make sure that you do not have any price mappings or incorrect price mappings set up in the content mapping.

/ Listed products:

Should you have problems with products not appearing on Amazon (especially if you are using the content connection), you can always check the ListedProduct section for more information. 

You can either filter on the 'Channel status' ("Invalid" for all products that we haven't exported, for example, products with an empty EAN, and products labeled "Not Published" for everything Amazon refused) or use the ' Validation and feedback' to see all known validation/feedback errors for specific products. Please note that Amazon has a huge amount of different possible errors (and not every error is as clear and logical as others).

// Channel-specific F.A.Q / issues

  • Where can I set my shipping time?

    For Amazon, the shipping time is set in your shipping template on Amazon itself. In ChannelEngine you can set optionally set the 'fulfillment latency' (the number of days it takes to process orders) and the shipping group (which is the name of the shipping template in Amazon you want to use). However, what actual countries you wish to ship to, what the shipping time is, and what the shopping costs are, is set in Amazon (Settings > Shipping settings > (Edit existing template or create a new one)). 

  • Can an order be canceled once placed?

    Yes, but only during the period of processing on Amazon (which usually takes around 30 minutes). Once an order is available to retrieve through the Amazon API (ready for dispatch), it can no longer be canceled. Therefore an Amazon orders that's 'New' in ChannelEngine will never automatically have it's status changed to 'Cancelled' or get a 'Cancellation requested' warning as is the case for other marketplaces like Bol.com. Please note this refers to cancellations coming directly from Amazon, not cancellations manually requested by the buyer or returns.

    More information on cancellations on Amazon can be found in the Amazon help center.

  • Why does it take around 30 minutes from placing an order at Amazon until it is visible in ChannelEngine?

    This is because Amazon 'holds' the order for this period of time before it is made available to retrieve through their API. During those ~30 minutes buyers can still cancel the order. You might receive an email stating there is a new order before these 30 minutes have passed, but ChannelEngine has no influence on making this period any shorter.

  • Do you support advanced Amazon features/options like financial reports or Amazon recommendations?

    At this time we only support the default Amazon marketplace features like product uploads and importing orders. Advanced features from Amazons Finance or Recommendations API are currently not supported.

  • Can I sell 'Certified Refurbished' products through ChannelEngine?

    Yes, however, to use this specific condition you need to be enrolled in Amazons 'Renewed' program. You can find the requirements and registration option on https://services.amazon.co.uk/renewed.html. Products that are 'Certified Refurbished' will usually have their own unique ASIN's to separate them from the regular 'New' or 'Used' products.

  • What makes a product (offer) unique on Amazon: the SKU, the EAN, or the ASIN?

    The one truly unique attribute for a product on Amazon is the ASIN (Amazon Standard Identification Number). While in theory an EAN / GTIN should be unique (each product should only have 1 unique identifier/barcode), a common problem that's seen is that multiple products on Amazon have the same EAN or the EAN is used for the 'wrong' product. To work around this, the ASIN can be used to identify the correct product. If you open a product on Amazon, you will always see its ASIN in the address bar of your browser. However, most sellers will not know the correct ASIN beforehand but will know the EAN / GTIN for a product. Therefore, if your product has an EAN but no ASIN (is mapped) we will try to 'EAN-match' your offer to an existing product on Amazon. When creating an offer your SKU is used to make this offer unique. Once an offer is created you can not change the SKU, the EAN, or the ASIN the product is referring to. In case a mistake is made, you will need to remove the offer and re-submit it again (with the correct information/attribute values). Please note that Amazon has a 24-hour waiting period during which you can't re-submit your SKU.