Amazon is dominating the e-commerce landscape in many parts of the world. With platforms in the United Kingdom, Germany, France, and quite recently the Netherlands, it’s growing its global presence with local platforms.
For product research, it’s even WAY more popular than Google! Meaning: If someone wants to buy a product, they’ll most likely look for it on Amazon. Let that sink in.
Earlier this year in August, Amazon announced they would be entering the Swedish market as the first of the four Nordic countries. Rumors about Amazon entering Sweden have been around for as long as 2017.
The domain Amazon.se has been registered for quite a long time, redirecting Swedish customers to Amazon’s German marketplace, often resulting in high delivery costs. For vendors, this meant losing out on revenue, if they hadn’t opted in for the Pan European Marketplace.
As Reuters reported, Amazon aims to introduce Swedish shoppers to Amazon’s low prices, wide variety, and fast delivery times. It is yet unclear if Amazon will introduce a Swedish warehouse or if they will continue using Germany’s logistics resources. However, the logistics group Kuehne and Nagel confirmed they were building a warehouse near Eskilstuna.
Amazon coming to Sweden in 2021?
Amazon has proven to move fast, once the announcement is out that they will be entering a new market. In the case of Amazon.nl, merely 6 months have passed between the announcement and launch. This leads to the conclusion that Amazon.se might be coming in early 2021.
With Amazon entering Sweden so soon, it’s important to be prepared as a seller.
The entrance of Amazon in Sweden will without a doubt turn the country’s e-commerce market upside-down. The competition will be fierce, and getting in early will be absolutely crucial for your success on the platform.
However, starting to sell on Amazon is far from simple. Unlike platforms like eBay or Tradera, the process is a lot more complicated. Especially if you plan to use FBA (Fulfillment by Amazon).
In this article, I will show you the basics of getting started on Amazon Sweden in 2021!
How to sell on Amazon FBA in Sweden – The Basics
Step 1: Creating a Seller Account
The first step on your Amazon journey is creating an Amazon Seller Account. We don’t know the URL for Amazon Sweden yet, but we assume it will be https://sellercentral.amazon.se, as it’s the case for all other Amazon domains.
When creating your Amazon seller account, you’re faced with two basic options for your seller account. You can choose between a Professional Seller Account and an Individual Seller Account. Professional Seller Accounts are suited for anyone planning on selling more than 40 units per month. The Professional Seller Accounts cost 39€ (excl. VAT) per month, while the Individual Seller Account is free. However, with an Individual Seller Account, you pay 0,99€ (excl. VAT) on each unit you sell on Amazon. So if you think you’ll sell more than 40 units a month, the per-unit fee on an Individual Account would be the same as the monthly fee for a Professional Seller Account.
Another big difference is that only Professional Seller Accounts can create new product listings on Amazon. Individual Seller Accounts are limited to selling already existing products.
Our advice is to go for a Professional Seller Account, unless you’re an individual trying to get rid of some left-over stuff lying around the house.
If you’re just looking around Sellercentral, no worries. You can always change your account type later.
In order to create any type of seller account, you need all your legal information at hand. This includes business and tax information, as well as up-to-date contact information.
Step 2: Create your Product Listing
Once you’ve set up your seller account, it’s time for your first product listing!
Head over to Inventory -> Add a Product.
Here, you can either search for an already existing product on Amazon, or create a brand new product listing.
For the sake of this guide, we’ll assume you’re listing a brand new product.
Click on Create a new Product Listing underneath the search bar.
You’ll be then prompted to enter a category for your product. Either use the search bar or browse through the category list. Pick the one that fits your product the best.
The next step is to add information about your product. Not all fields are necessary and most of it is pretty self-explanatory.
Note: If you’re selling under a private label, make sure you have a GTIN (Global Trade Identifier Number) for your product, as it’s required to list your product on Amazon.
Make sure to add images and a good description. We’ll follow up with a thorough guide on how to optimize your product listing. For now, we’ll move on though.
Step 3: Plan your Launch Strategy
Now that you’ve created your first product listing, it’s time to think about how you’re going to drive sales.
Your main goal should be to rank high on Amazon’s search results for search terms (or: keywords) related to your product.
Much like SEO for Google, you want to rank in the top 3 search results. The first few search results receive tons more traffic and sell way more than search results further down the page.
But what actually determines your Amazon search ranking?
The 3 key ranking factors on Amazon
- Sales & Conversion Rate – One of the most important ranking factors are the number of sales as well as the conversion rate. Ideally, you want a high number of sales over a long period of time. This is reflected in your Sales Rank, which shows you where a certain product ranks in its category. The higher, the better. Surpassing your competitor’s daily number of sales gives you a high chance of outranking them.
- Customer Feedback – Amazon is all about its customers. If they’re happy, they’ll come back and buy more. That’s why Amazon is pushing sellers and products with outstanding customer feedback. The best way to get shopper feedback is to send follow-up emails and include reminders in your product packaging. Note that any incentivized reviews are again’st Amazon’s TOS and will result in punishment.
- Relevancy – Obviously, your product has to fit the customer’s search intent. You might be wondering what the heck you can do about this? Isn’t this something that happens automatically? Well, kinda. Amazon uses an algorithm to determine what your product is about. It takes into consideration its category, product title, description, keywords, and a few other things. Knowing this, you don’t want to spam your product listing with random keywords that aren’t relevant to your product. As tempting as it might seem to add as many keywords as possible, it can harm your ranking more than help you. (You won’t have any conversions for those unrelated search terms, lowering your conversion rate and giving bad signals to Amazon’s algorithm)
So, ironically, you need to have a high number of sales, before you make (organic) sales through Amazon. At least, in the beginning, you’re going to have to invest some money to get your product listing rolling. It’s crucial to monitor your overall ROI and see where you can optimize and lower costs.
How do you increase your sales, though?
The answer is mostly paid traffic, deals websites, and influencer marketing.
Paid Traffic campaigns can be run both on Amazon as well as outside of Amazon (think Google Ads or Facebook Ads). Amazon’s PPC services have become better and more thorough over the years. It’s usually cheaper than driving external traffic (e.g. from Google or Facebook) and works quite well. You can choose between a variety of different placement options. Did you know you can even have your product show up in the product listing of your competitor’s product?! We’ll be releasing a detailed Amazon PPC guide in the future, so stay tuned!
Deals Websites are pretty self-explanatory. If you can manage to get your product out there, you should! It will increase your traffic and sales quite a bit, helping you get rolling. Examples of deals websites include https://pepper.com, https://hotukdeals.com, and https://mydealz.de. The audience has a very high buying intent and will buy your product, given a good discount. You can create discounts and offers directly in Amazon’s seller backend.
Influencer Marketing is a great way to spread the word about your brand/product and get the first sales coming in. Using influencer marketing to push your Amazon product listing is one of the cheapest ways to get sales and traffic. Again, you can create discount codes for your influencer campaigns right from Amazon’s Seller Central. Influencer marketing is a big topic of its own so we won’t be covering it in this basic Amazon guide. If you’re looking to get started with influencer marketing, we can help you plan, set up, and execute your influencer marketing campaigns.
Now that you’ve hopefully come up with a launch strategy to get your organic sales started, it’s time to talk about getting your product shipped to Amazon (if you want to use their FBA services).
How to get your product and packaging ready for Amazon FBA in Sweden
While we don’t know Amazon Sweden’s exact packaging requirements yet, it’s safe to assume they’ll be identical to the rest of the world.
But before we get into it, what is Amazon FBA in the first place?
FBA stands for Fulfillment by Amazon. It basically means that you send your inventory over to an Amazon warehouse, and let Amazon take care of the order fulfillment (shipping, returns, etc.). Through Amazon FBA, you automatically make use of Amazon Prime. Other types of fulfillment on Amazon include FBM (Fulfilled by Merchant), and SFP (Seller Fulfilled Prime).
When you’re shipping in your products to Amazon’s warehouse to make use of their FBA service, you have to follow their packaging guidelines.
Your product packaging needs to include the following:
- GTIN (UPC or EAN) Barcode – As explained above, the GTIN (Global Trade Identifier Number) is a unique identifier for your product. You need this in order to get an FNSKU from Amazon.
- FNSKU Barcode – This is an Amazon-only barcode that will identify your product within Amazon’s systems. You can technically have Amazon do this for you (for a fee per item labeled), but in most cases, it’s cheaper to not have them do it and instead have it done along with your packaging process.
- Legal warnings
- Suffocation warning if you’re using poly bags
Please keep in mind any legally mandatory warnings or certifications that may apply for your product.
When you’ve finished labeling your product packaging, it’s time to ship your inventory to Amazon!
How to ship your product to Amazon’s warehouse in Sweden (and how to get your FNSKU)
Go to your Seller Central Account on Amazon.se and go to Inventory -> Manage Inventory.
Pick the product you want to send to Amazon’s warehouse. Make your way to the Edit button and click the little triangle to open the drop-down menu. Select Send/Replenish Inventory.
Click on Create a new shipping plan.
Enter the ship from address. This is the address of the warehouse from where you will send your items to Amazon. The location of your warehouse will determine which Fulfillment Center your products get shipped to.
Next, you can choose if you want to send in Individual Items or Case-Packed Units. We recommend to only use Case-Packed Units as it makes life a lot easier and can result in quicker processing at Amazon’s Fulfillment Center.
You’ll be prompted to enter the number of units per case and the total number of cases.
Then you will have to choose whether you want Amazon to do your packaging prep work (bubble wrap, etc.) and labeling (FNSKU), or if you want to do it. We recommend you have it done by your manufacturer/packaging facility, as it’s cheaper than relying on Amazon. You can see the fees here. So select Merchant for both questions („Who preps?“ and „Who labels?„).
Before you hit Continue on the page with the labeling question, make sure to click on the button Print labels for this page to get a PDF of your FNSKU barcodes. (That’s where you find your FNSKU, in case you’ve been wondering).
On the next page, you’ll see where Amazon wants you to ship your items. They might split your total shipment to different fulfillment centers (warehouses). Click on Approve shipments to continue.
You can now work on each individual shipment. Click on the first one.
Now, you have the option to choose between two shipment alternatives: Small Parcel Delivery (SPD) and Less than Truckload (LTL).
Pick SPD if you’re shipping less than or equal to 30 cases in this shipment. Pick LTL for anything above.
Enter the necessary information, such as units per case, number of cases, and weight of a case.
Finishing this process will give you an estimate for the shipping costs in the Shipping Charges section.
You’ll be able to download your Shipping Labels on this page, too.
Repeat this process for any remaining shipments in your shipment plan. And you’re good to go. 🙂
Thanks for reading our Basic Guide on Amazon FBA Sweden 2021!
We hope to have answered some of the questions or concerns you might have had.
Are you planning to start selling on Amazon Sweden when it launches?
Do you have any questions on how to get started?
Tell us in the comments! We’ll be happy to help you out.
Also, if you want us to do the heavy lifting, make sure to reach out!