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Selling on Amazon’s FBAProgramNathan Holmquistwww.sellfba.com

Copyright 2008 - 2011 Nathan HolmquistAll rights reserved. No part of the publication may be reproduced or transmittedin any form or by any means, electronic, mechanical, photocopying, recording, orotherwise, without the prior written permission of the author.DISCLAIMER AND/OR LEGAL NOTICES: The information presented hereinrepresents the view of the author as of the date of publication. Because of therate with which conditions change, the author reserves the right to alter andupdate his opinion based on the new conditions. The report is for informationalpurposes only. While every attempt has been made to verify the informationprovided in this report, neither the author nor his affiliates/partners assume anyresponsibility for errors, inaccuracies or omissions. Any slights of people ororganizations are unintentional. If advice concerning legal or related matters isneeded, the services of a fully qualified professional should be sought. Thisreport is not intended for use as a source of legal or accounting advice. Youshould be aware of any laws which govern business transactions or otherbusiness practices in your country and state. Any reference to any person orbusiness whether living or dead is purely coincidental.Nathan Holmquist2233 NW 58th Street #636Seattle, WA 98107info@sellfba.com

Introduction“When you sell a man a book, you don’t sell him 12 ounces of paper and ink and glue –you sell him a whole new life.”— Christopher MorleyWhen I first started playing poker, I assumed that the only way to win was with a good hand.But the more hands I played and the more books I read on the subject, I had one of those “AhHa” moments: I realized that the quality of the hand is not always the key to winning. Thereare other factors involved in the game, such as the position at the table and knowing youropponents. Once I had figured this out, I felt I had an almost unfair advantage over thecompetition. I could take down a pot with even the most worthless hand by utilizing myposition and my knowledge of my opponents.The same is true for book selling. Even the most worthless books can be sold at a profit byutilizing position and knowing the buyers. Fortunately, Amazon has a new program whichallows sellers to capitalize on this. The purpose of this eBook is to: Show the tremendous benefits of Fulfillment by Amazon (FBA) Provide step-by-step instructions on how to get started Give examples on how to leverage FBA to maximize profitsThis book is full of screen shots because, if you’re anything like me, it is much easier to learnwith visual examples. There are many pictures of actual listings, sales, and payments to helpget the point across.I hope you enjoy reading this eBook and wish you the best of luck selling books in the future.—N.H.www.sellfba.com3

PART 1:The Benefits Of FBA(Fulfillment By Amazon)Fulfillment by Amazon is a program where you ship all (or some) of your inventory to Amazon’swarehouse and they store and fulfill orders on your behalf.When I first heard of the FBA program, I was extremely skeptical. I did not want someone elsestoring, packing, and shipping my books. I wanted to control my business. But after using theprogram for a couple months, the benefits far outweighed any disadvantages.I will get into the exact benefits of the FBA program a little later in this section, but first I want toget to some examples.For more information on the FBA program, please watch this short video.How to Profit From Penny BooksLet’s get right to business, and learn how to sell penny books for a profit. Once you havejoined the FBA program, it’s time to learn about pricing strategies. With FBA, you can pricebooks 3.98 higher than the competition, and still remain on the top of the listings.How is that possible?The price listings are based on price plus shipping. When you list at 3.99, customers do nothave to pay for shipping because they qualify for Super Saver Shipping or Amazon Prime.Here is what a listing looks like when you list a penny book at 3.99 with FBA. My Amazonseller name is Book to the Future.www.sellfba.com4

The beauty of this is that, unless there are other FBA sellers, you have an unbeatable position.You are at the top of the listing.www.sellfba.com5

CommissionsWhen you sell a mass market paperback for 3.99 you have to pay commissions, of course.Here is a cost-analysis break down: 15 percent commission 1.35 Variable Closing Fee .50 Fulfillment Fee .40 per lb. weight based feeSo, let’s do the math. .60 (15% of 3.99 .60) 1.35 .50 .13 (A typical mass market paperback weighs6 oz.) 2.58 in commissions 3.99 – 2.58 1.41 in profitwww.sellfba.com6

Here is a screen shot of a sample payment for a mass market paperback book:www.sellfba.com7

**Update on the Penny Books**When the first version of this eBook was written, there were very few FBA sellers. Now, thereare numerous FBA sellers selling penny books. They are also selling way below 3.99 – allthe way down to 2.49.Because of this, I do not recommend that you send penny books to FBA. The profit margin isslim to none these days. I decided to leave the penny book section in this latest versionbecause it does a good job of showing the pricing/sorting advantage for FBA sellers.How to Triple Your Money on a SaleIf you’re not interested in making small profits on paperback books, these strategies also workwell for books at all price ranges. Here is an example of a book that sold recently. ISBN #1571314075.www.sellfba.com8

In this particular case, I skipped the first two books on the listing and averaged the next threefor full value. Sure enough, this book sold at 26.20. Here is the sale:www.sellfba.com9

Here is the payment:As you can see, this book sold for 26.20. If you compare this with lowest price on the screen,which is 8.58, that’s quite a difference. According to my math, that’s 203 percent more!www.sellfba.com10

Advantages of the FBA ProgramThe reason these books are able to sell at higher prices is simply because of the advantagesfor the buyer. Here are some of the benefits of the FBA program: FBA items are eligible for Free Super Saver Shipping. FBA items are eligible for Amazon Prime. FBA items can be shipped via one day shipping. Buyers know that FBA items will be shipped on time without having to know or trust the seller ofrecord.Free Super Saver ShippingIf a buyer spends more than 25 on eligible products from Amazon, they qualify for freeshipping. This is a big advantage because buyers will often buy several books to takeadvantage of the free shipping. In fact, one customer bought 17 romance novels from me inone purchase!Another advantage of Super Saver Shipping is the sorting button on top of the listings. Here isan example:www.sellfba.com11

The circled area above shows an option to display either all of the listings or just items that areeligible for Free Super Saver Shipping. When the right button is clicked, as shown in theexample below, only FBA items or Amazon’s new items will be displayed. Here’s anotherexample:In this case, the only book available is mine. Talk about having a position advantage!www.sellfba.com12

Amazon PrimeThis is a membership program where for 79 a year, customers get free two-day shipping. Ihave been a member since March of 2007, and it is a great service! Everything I order fromAmazon is through Amazon Prime, because I know that it will be at my doorstep in two days –sometimes one!Amazon Prime members also have a sorting button on top of the listings. The button willdisplay Prime Offers Only instead of Super Saver Shipping.The circled area shows Prime offers only this time. If the Prime offers only button is clicked,only the FBA items and Amazon’s new prices show up on the listings.www.sellfba.com13

Amazon prime is a new service, and in my opinion the memberships will grow over the nextfew years. This is great for FBA sellers, because the more prime memberships, the betterlikelihood of a customer buying an FBA book.One-Day ShippingAmazon offers one-day shipping. If you shipped the books yourself, you could only use priorityshipping for expedited orders. This method still takes 2-3 days to arrive. FBA items qualify forone-day shipping, which literally arrives the next day! In fact, I had one customer spend 15.66 for a book that was only worth 2.19 because he wanted it fast!Buyers Know That FBA Items Will Be Shipped On TimeI also firmly believe in this statement. I almost always prefer to buy a new book directly fromAmazon because I know that it will be delivered fast with no hassle. However, if I were able tobuy a used book with that same service, I might change my mind. Well, that’s exactly what theFBA program does. Buyers can now buy used books and get Amazon’s exceptional customerservice.www.sellfba.com14

StatisticsJust to drive these points home, I calculated some statistics for one month of sales. In thatmonth, I shipped out 1,340 orders, and they were comprised of:Super Saver Shipping55%Amazon Prime24%Regular Shipping21%This means that 79 percent of my customers used the free shipping programs describedabove. If sellers are not using the FBA program, buyers are not eligible for this.The most startling number, in my opinion, is the 21 percent who still paid for shipping. Thatmeans they were willing to pay at least 4.00 more than the other offers available. I’mguessing they did this just for the comfort of knowing it was coming directly from Amazon.www.sellfba.com15

Advantages for the SellerNo Vacation HoldThis is one of my favorites. Since Amazon stores and ships the books, there is no need to putitems on vacation hold. Summer vacations are twice as much fun when money flows into yourpayments account, and you’re not worried about having to ship your book orders on time.International Shipping Is EasyAll items are eligible for international shipping. There is no need to fill out custom forms orworry about high shipping costs from heavy books. This is also a great opportunity to makemore sales. In fact, I conducted a sample study of 100 orders. Nine percent of those werefrom other countries.Customer Service and ReturnsAmazon handles all of this. When a customer wants to return a book, he/she is directed to doso through Amazon’s customer service. Amazon will then give the customer a refund and relist your book.Occasionally, I will get some customer inquiries. When this happens, I just tell them to contactAmazon directly. I have not had any problems doing this.www.sellfba.com16

Costs and Time Commitment of FBAShipping Items to Amazon’s WarehouseAmazon and UPS have a deal which gives FBA sellers deeply discounted shipping rates. Itcosts around 20 cents per pound to ship the books to Amazon’s warehouse. If you decide tohave UPS pick up the packages, it will cost an additional 3 per box. Therefore, the total cost,including pick up, will come to 25 cents per pound.Storage FeesIn Amazon language, it is .45/cubic foot per month in January thru September, and .60/cubicfoot per month in October thru December.In English, that translates to 1-2 cents per month for a paperback book, and 3-4 cents permonth for a hardcover book. You will only be assessed these fees if the books are in thewarehouse longer than a month.My last storage fee was 75 for the month of May, and my inventory at the time was close to8,000 books. Therefore, storage fees are approximately one percent of your totalinventory per month. Not bad, considering what the costs would be to lease a warehouseand pay workers to ship your books.Time CommitmentIt takes me about one hour to sort, list, label, and pack 50 books. So for an eight hour day, it ispossible to have 400 books ready to ship out the next day.Much of the time is spent putting bar code stickers on books and manually converting eachitem to FBA format. However, the time saved in not having to select, pack and ship the booksafter a sale is much greater than the time spent on the front end preparing and shipping thebooks to Amazon. You definitely come out ahead time-wise when all things are considered.www.sellfba.com17

PART 2:How To Get Started Withthe FBATo get started with Fulfillment by Amazon, go to the following website.You will see two buttons. If you are new to selling on Amazon, select the first button. If youare already selling on Amazon, click the second button.www.sellfba.com18

How to Convert and List your Items to FBAThe best way to list and convert items on Amazon FBA is to use the website FBAPower. WithFBAPower, you will be able to:1)2)3)4)5)Scan the item inQuickly choose the condition and pricePrint out an individual FBA labelPut the items in a boxDONE!!Use the following link for a one month free trial:http://www.fbapower.com/sellfba/Here are some videos from their website. I suggest that you look at the second video deos/The required equipment to use FBAPower is a label printer and labels. Here are the links toAmazon's website:1) DYMO Labelwriter 4502) DMYO LabelsI also recommend a keyboard wedge scanner to help you list the items into FBAPower'ssoftware program. This will greatly speed up the process because you can just scan thebarcode instead of typing in the ISBN, UPC, or title of the item. The Motorola LS2208 USBScanner is very good keyboard wedge scanner. Just plug the USB cord into the computer andyou are ready to go. The computer treats the USB scanner just like a keyboard.www.sellfba.com19

Shipping With UPS and Printing the Packing SlipNow, you will need to print packing slips and the UPS shipping label from Amazon’s website.I’ve described the process below.Click Amazon – Partnered Carrier for deeply discounted UPS rates.Print packing slips for each box. In this case, there is only one box. This can be printed onany regular size piece of paper.www.sellfba.com20

Enter the weight of the box(es):You will then get an estimated shipping cost. Amazon will deduct this cost from your FBAaccount. You can cancel this anytime within 24 hours.Printing Box LabelsOnce the weight is entered, you will then print two box labels for each box. These two labelsare on the same sheet. One label is for UPS, and the other is for Amazon. This can beprinted on any inkjet printer and uses 8.5 x 5.5 labels.An example is below.www.sellfba.com21

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You’re Done!Put these two stickers on the box and you are finished. Take it to the nearest UPS store orschedule a pickup. UPS pick up charges you 3 a package for next day service. Same dayservice is 4 a package.This entire process might seem a like a lot of work at first. But once you get used to it, goespretty quickly.Amazon will give you a tracking number so you can follow the shipment. You will also get anemail when the package arrives, gets processed, and when it is finished.Your items are now “Fulfilled by Amazon” and no longer show up on Amazon’s listings. Oncethey arrive in Amazon’s warehouse, a worker will scan them in the system. Your listings willthen appear on Amazon’s website with the great FBA logo. This additional advertising andposition advantage will propel you and your business to the next level!www.sellfba.com23

PART 3 :How to Leverage FBA toMaximize ProfitsBuilding Your InventoryBOOKSThe best place to start is library book sales. Go to Booksalefinder.com and find a sale nearyou. These sales can be a very good way to acquire profitable inventory. Other ways includethrift stores, garage sales, used book stores, and Craigslist. For more information on findinginventory, I would suggest going to CreativeBookSourcing.info. The author, Frank Florence,has found many creative ways to find used books, CDs, DVDs, and VHS tapes.CDs and DVDsWhen you’re at a sale, don’t forget to look at CDs and DVDs. These items particularly workwell with FBA because of their light weight. Also, don’t let broken cases and scratched discsdeter you from making the purchase. You can polish the CDs with a disc cleaner and replacethe cases with new ones. Switch the artwork and you have turned an acceptable CD into alike new item.CD cleaners range anywhere from 20 – 150. I personally use the JFJ Easy Pro. It workslike a charm as it eliminates almost all scratches. It costs around 120 and is well worth theinvestment. I’ve turned thousands of scratched DVDs and CDs into excellent condition.www.sellfba.com24

VHSVHS tapes sell surprisingly well. My guess is that some VHS tapes have not converted intoDVD format, and therefore, creating a demand for these titles.ToysScanning toys in the clearance shelves of department stores is also profitable. I’ve been ableto find many items at Walgreens, Target, Marshalls, etc.For more information on buying toys and reselling them on Amazon FBA, I recommendreading the book, Barcode Booty.www.sellfba.com25

Finding the Item’s ValueWhen you are at a book sale or a thrift store you are going to need to know the Amazon valuebefore you buy it. This is where a scanner comes in.I use my scanner through a company called Neatoscan.com. The PDA is small enough to fitin your hand, which is why they work so well at book sales. On the right is a more detailedscreenshot of the software of a scanner.The scanner shows: The lowest 5 prices on AmazonSales rank (more about this later)The number of books currently for sale on AmazonWhat Does A Scanner Cost?A scanner and PDA will cost you anywhere from 275 to 1200 depending on what type youbuy and whether it is new or used. You will also need to pay 10-50 a month for the software.If this seems like a big investment, I can assure you that you will make a return on yourinvestment many times over. For more information on the prices, click here.www.sellfba.com26

Smart PhonesIf you have an Android powered phone or an iPhone, you can look up Amazon’s prices onthere as well. The most popular application is FBAScout. You can get one free month here:http://www.fbapower.com/sellfba/Sales RankThe sales rank is a figure that Amazon uses to show how quickly a book will sell. A book witha sales rank of 15 will sell within minutes of listing it. A sales rank of 1,000,000 might take 612 months to sell. A sales rank of 6,000,000 might take three years to sell – maybe never.Sales rank is an important number, especially if you’re going to use FBA. Remember, FBAcharges you storage fees for every month your item does not sell. For that reason, Ipersonally only ship books with a sales rank of under 1 million. Some people are moreconservative and will only send items with a rank of under 500,000. This is something that youwill have to decide on.Keep in mind that the above sales ranks are for books not CDs and DVDs. Since there areless music and movies than books, the sales rank is on a smaller scale. For CDs and DVDs, Ipersonally only send them if they have a rank below 100,000.www.sellfba.com27

Creative NichesIn this section, I have laid out a couple creative ways to earn some extra money and stayahead of the competition.Library Bag SalesTraditionally, most online booksellers obtain their inventory from the preview night of librarysales. The preview night of a library sale will have the best selection of books, but there arealso plenty of competitors as well. As a result, you are probably only going to get around 4050 decent books. The good thing is that most of these sellers have a minimum pricerequirement of around 5 per book. That means there is going to be plenty of books left overthat are worth 4 or less. This can be a big advantage for you!Online bookselling is a tough business, and you are going have to outsmart the competition.There is more to library sales than just the preview night. The last day of the sale usuallyhosts a bag sale for around 5 per bag. This translates into a cost of 15-20 cents per book.This is the key. This is your chance to scoop up all the books worth 4 or less. Don’t worry,there will also be a few books worth 20, 30, or more that were missed from the previewnight.Remember you can sell a penny book and make a minimum of 1.40 as mentioned in thebeginning of this book. Using this logic, a book priced at 1.60 on Amazon will bring a profitjust under 2.60 using FBA. Here is how:Here’s an example of a book priced at 1.60 on the scanner:www.sellfba.com28

Here is the FBA and Fee breakdown: book 1.60 Book (Scanner) Value 3.98 FBA 5.58 Final Listing Price .84 1.35 .50 .3015% CommissionVariable Closing FeeFBA FeeWeight Based Fee for 12 oz 2.59Profit after CommissionsSo, let’s say you clean out a library bag sale and buy 500 books with an average listing price of 1.60 each. On Amazon FBA, you will make 2.59 each, and that equals a potential profit of 1300 for the day. Not bad! The best part is that you do not have to store these booksyourself.www.sellfba.com29

The general rule of thumb is that FBA makes you a dollar more than the price on the scanner.So, a book priced at 4 will make approximately 5 using Amazon FBA.Unadvertised SalesAs mentioned earlier, book sales on BookSaleFinder.com are a great place to find inventory.However, there is only one problem with these sales. Every single bookseller knows aboutthem; therefore, you will have quite a bit of competition.I would suggest finding a book sale that is NOT advertised on the above website.Unadvertised sales can be a gold mine because many times YOU will be the only booksellerthere. I have sometimes acquired 2000-4000 worth of books at a single sale that is not onbooksalefinder.com.Here is how to do it. Do a Google search of all the libraries within a 200 mile radius. Call oremail them and ask them if they have a big annual or semi annual sale. Ask them what monthor season the sale takes place. Most of these sales will occur in October (fall) and April(spring). Write the name and phone number of the library on a big desk calendar. Check andsee if this sale is on booksalefinder.com. If it is not – you may have found a winner.www.sellfba.com30

ConclusionIn conclusion, the FBA program gives sellers position and gives buyers what they want (fastand free shipping). This in turn let’s you price higher and gain better returns. Plus, if youchoose to do so, you can add lower priced books to your inventory. This is ideal becausefinding them is easy (library bag sales) and you have the added luxury of not storing andshipping each book individually.In fact, you don’t even need to live in one place to do this. You can travel across the country,attend book sales from any state, and ship the books from wherever you’re located. All youneed is a laptop, portable printer, packaging supplies, and a UPS store.What a country!www.sellfba.com31

Recommended ReadingRecommended BooksIf you are new to selling books on Amazon, I highly recommend these two books. They willprovide a great foundation for you. The Home-Based Bookstore by Steven Weber Online Bookselling by Michael Mouldwww.sellfba.com32

Recommended eBooksI've listed a few eBooks below that will get you in the right direction as well.Amazon – The Quick & Dirty Guide by Steve Lindhorst.This is a great read – especially if you are new to online selling. ThiseBook covers where to find inventory, how to upgrade the condition ofyour item, and the best way to sell on Amazon – via FBA. There arealso plenty of links, which provide a great deal of supplementaryinformation.Amazon Quick and Dirty Guide II by Steve Lindhorst.I briefly touch upon buying leftover items at library bag sales - because these items work so well withFBA. Well, Steve Lindhorst wrote an entire book on buying leftover items using Amazon FBA.www.sellfba.com33

Used Books: Big Business by Adam BertramThis is a very comprehensive guide to selling on Amazon, eBay,Half.com, and more. This eBook also covers where to find inventory aswell.The Proven Amazon Course by Jim CockrumThis is a complete course on Amazon FBA that includes videos, interviews with experts,eBooks, forums, and much more.www.sellfba.com34

Frequently Asked QuestionsHow much does FBA cost?You need to be an Amazon Pro Merchant to sign up with FBA. This costs 39.95 per month.However, you will get a .99 per item commission waived if you join. Therefore, if you sellmore than 40 books a month – it will be worth it.What if I want to remove an item from Amazon’s warehouse?It costs 50 cents to have each item destroyed, and around 3 to have the item shipped back toyou.How does FBA impact my feedback? What if Amazon makes a mistake?I have found that my feedback improved after switching to FBA. Many customers rave about theprofessional packing and fast shipping. Amazon will also remove the negative feedback if it wastheir fault.Can I keep some of the inventory at home?Yes, you can keep some of the inventory at home and send some to the Fulfillment center.Do I have control over the pricing of the inventory? Writing descriptions?Yes, you have 100% control of the pricing and writing the descriptions.How long does it take Amazon to receive the shipments and process the items?In the early days, it would sometimes take weeks for Amazon to receive and process theinventory. That was scary! But now it takes three days for shipments to get to the Fulfillmentcenter and another day to process it. So, it will usually take four business days to get theitems listed for sale.Has Amazon ever lost your books?No, I have never had an issue with this.www.sellfba.com35

What re-pricing software works for FBA? Monsoonworks.com SellerEngine.com Repriceit.com Neatoscan.com FBARepricer.comCan I sell on FBA items on other website like eBay or Half.com?Yes, Amazon has a Basic Fulfillment Program where they will fulfill orders from other saleschannels such as Albris, AbeBooks, Half, eBay, etc. I have not personally tried this, so Icannot say for sure how it works. For more information, please go to Multi-ChannelFulfillment.What other countries can I use FBA in?FBA is available in the United States, United Kingdom, Germany, France, and Japan.Do I need to put bubble wrap around each book or CD before I ship them to Amazon?No, all you need to do is put a bar code sticker on the back of each item. Then pack themtightly into a box.What is your sell through rate? How many of your newly listed books sell in the firstmonth, second, third, etc.?I did a sample study during a four month period and found that 54% of my items sold in the firstmonth, 16% second month, 9% third month, 2% on the fourth month. The rest will sell withtime.www.sellfba.com36

The program sounds great, but I'm worried about those storage fees. What if my itemsdon't sell?Don't worry about the storage fees. The extra 1-2 per item that you make selling on FBAmakes up for the 1-4 cent per item per month fee many, many, many times over.I live near an Amazon fulfillment center. Can I just drop my books off there?No, you have to ship them there.www.sellfba.com37

FBA items are eligible for Amazon Prime. FBA items can be shipped via one day shipping. Buyers know that FBA items will be shipped on time without having to know or trust the seller of record. Free Super Saver Shipping If a buyer spends more than 25 on eligible products from Amazon, they qualify for free shipping.

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