Key takeaways
- Competition rewards strong operations.
- Choose fulfillment by product.
- Tax and compliance rules are complex; get advice.
- Start with sized-for-learning inventory.
Why the US is different
Amazon's US marketplace has a very large customer base and a very large number of sellers. Competition is intense in most categories, and customers expect fast, reliable delivery. This rewards sellers with strong operations and well-optimized listings, and it punishes inconsistency.
Fulfillment choices
Many US sellers use FBA to access fast delivery and customer service, while others fulfill themselves or use third-party logistics. The choice depends on product size, margin and sales velocity. Because delivery expectations are high, merchant-fulfilled sellers must be disciplined about handling times and tracking.
- FBA for speed and service
- FBM for control or bulky items
- 3PL for scale without a warehouse
- Hybrid by product
Sales tax and marketplace facilitators
In the US, tax rules are set at state level, and marketplace facilitator laws mean Amazon collects and remits sales tax on many sales. Sellers still have obligations such as income tax and, in some cases, registrations or filings. Rules are complex and change, so take advice from a qualified tax professional.
Compliance and product rules
Product categories can require approvals, safety testing, labeling or certifications. Consumer products may be subject to federal and state regulations, and some categories are restricted. Check requirements before sourcing, not after listing.
Advertising and visibility
Because competition is high, advertising is often part of the growth plan. Set targets from margins and review them regularly. Strong images, titles and reviews matter as much as bids.
Inventory and logistics planning
Plan inbound shipments around receiving times and seasonal peaks, and watch storage costs and aging. Large geography means inventory placement and delivery speed can vary across the country.
Account health and policy
US customers and Amazon enforce high standards for authenticity, listing accuracy and shipping performance. Monitor account health daily and respond to notices quickly.
A worked example
A seller launching a home product in the US prepares compliance documents, creates a margin model including storage and advertising, and ships a first batch sized for a modest launch. They monitor sales and reviews and adjust advertising before reordering.
Common mistakes
Typical mistakes include underestimating advertising costs, ignoring category requirements, and shipping too much stock before demand is proven. Start small and build on evidence.
A 90-day launch checklist
In the first month, finish compliance checks, confirm product data and build the margin model. In the second month, ship the first inventory, publish well-optimized listings and start modest advertising. In the third month, review sales, advertising efficiency, returns and customer feedback, then decide whether to reorder, adjust pricing or change the listing.
Write the plan down with owners and dates. A launch that is reviewed at fixed points is far less likely to drift into expensive guesswork.
Your next three steps
If you are planning a US launch, use this as a short checklist.
- Confirm category requirements and documents before you order stock.
- Build a margin model with fees, storage and advertising.
- Size the first shipment to learn from, not to fill a warehouse.
Frequently asked questions
Do I need a US company to sell?
Requirements depend on your situation and the marketplace's registration process. Check Amazon's current requirements and take tax advice.
Is FBA required?
No. You can fulfill orders yourself, though delivery expectations are high.
This guide is general information. Amazon's fees, policies and program rules change and vary by marketplace, so confirm current details in Seller Central and, for tax or legal questions, with a qualified adviser.