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Amazon Brand Management and Logistics
May 20, 2024

Effective Amazon Brand Management is essential for sellers who want to stand out and succeed in the crowded marketplace. This involves listing products and tackling key challenges, implementing strategies to take control of your brand, managing costs efficiently, and making informed decisions about platform transitions. In this article, we will explore the common issues sellers face, offer actionable strategies for brand control, present cost-effective solutions to high FBA fees, and guide you through switching from Vendor Central to Seller Central. By mastering these aspects, sellers can enhance their brand presence and achieve long-term success on Amazon.

Challenges in Amazon Brand Management

Key Issues Sellers Face

Amazon sellers encounter several significant challenges in managing their brands effectively. One major issue is inventory management complexities. Sellers must balance having sufficient stock to meet customer demand without incurring excessive storage costs. This requires precise forecasting and inventory control strategies.

Another critical challenge is navigating market competition. With a vast number of sellers on Amazon, differentiating your brand and products demands continuous optimization of listings, competitive pricing, and effective marketing tactics.

Consequences of Ineffective Brand Management

Ineffective brand management on Amazon can lead to several detrimental consequences. Reduced sales and visibility are immediate concerns, as brands that need to optimize their presence on the platform struggle to rank well in search results and capture customer interest.

Additionally, the erosion of customer trust and loyalty is a significant risk. Inconsistent branding and poor product quality can drive customers away, leading to a decline in repeat business and long-term revenue. Maintaining a robust and trustworthy brand is essential for sustained success on Amazon.

Strategies to Take Control of Your Brand on Amazon

Leveraging Amazon Brand Registry

Taking control of your brand on Amazon starts with leveraging the Amazon Brand Registry. This program offers numerous advantages, such as enhanced brand protection, increased control over product listings, and access to powerful marketing tools. By enrolling, you can safeguard your brand against counterfeiters and unauthorized sellers, ensuring customers receive authentic products.

To enroll in the Amazon Brand Registry, follow these steps:

  1. Ensure you have a registered trademark for your brand.
  2. Create an Amazon account if you don’t have one.
  3. Submit your application along with the required documentation.

Once approved, you’ll be able to utilize the benefits of the registry, significantly boosting your brand’s presence and security on the platform.

Advanced Tools and Techniques

To further enhance your brand’s presence on Amazon, utilize advanced tools and techniques that create a more engaging shopping experience for customers.

Enhanced Brand Content (EBC) allows you to add rich media and detailed product descriptions to your listings. By incorporating high-quality images, comparison charts, and narrative copy, EBC helps educate potential customers and drive higher conversion rates.

Additionally, Amazon Stores and A+ Content offer more ways to showcase your brand. An Amazon Store provides a customizable, multi-page storefront highlighting your product range and brand story. A+ Content, available to Brand Registry members, enhances product detail pages with compelling visuals and detailed product information, differentiating your products from the competition.

By implementing these strategies and tools, you can take complete control of your brand on Amazon and ensure a more substantial, more effective presence in the marketplace.

Cost-Effective Solutions to High FBA Fees

Understanding and Managing FBA Fees

High Fulfillment by Amazon (FBA) fees can significantly impact your profitability. To manage these costs effectively, it’s crucial to understand the fee structure and identify hidden expenses.

Breakdown of Common Fees

FBA fees typically include storage fees, fulfillment fees, and referral fees. Storage fees are charged based on the volume of inventory held in Amazon’s warehouses, which can vary depending on the time of year and the amount of space your products occupy. Fulfillment fees cover the cost of picking, packing, and shipping orders, which can vary based on the product’s size and weight. Referral fees are a percentage of each sale, varying by product category, and are a significant part of the cost structure for most sellers.

Identifying Hidden Costs

Beyond the standard fees, there are additional costs that sellers might overlook. Long-term storage fees apply to inventory that remains in Amazon warehouses for more than a specified period, often incurring higher charges after six or twelve months. Removal and disposal fees are charged for removing or disposing of unsold inventory, which can add up if products are not selling as expected. Returns processing fees are another hidden cost, as handling customer returns can incur additional charges. Understanding these hidden costs can help you manage your expenses and improve profitability.

Alternative Fulfillment Options

If FBA fees are too high, consider alternative fulfillment options to reduce costs while maintaining efficient delivery to customers.

Fulfillment by Merchant (FBM)

Fulfillment by Merchant (FBM) allows sellers to handle storage, packing, and shipping themselves. This option can be more cost-effective if you have the resources to manage fulfillment efficiently. FBM gives you greater control over your inventory and can help reduce costs associated with FBA fees. By managing your fulfillment processes, you can tailor your operations to suit your business needs better and offer faster or more flexible shipping options to your customers.

Third-Party Logistics (3PL) Providers

Third-party logistics (3PL) providers offer another alternative to FBA. These companies handle warehousing, packing, and shipping on your behalf. 3PL providers can offer competitive rates and customized solutions tailored to your business needs. Partnering with a reliable 3PL can help you maintain efficient logistics without the high costs associated with FBA. Additionally, 3PL providers often have expertise in managing large volumes of shipments and can provide advanced logistics solutions, such as distributed warehousing, which can help improve delivery times and reduce shipping costs.

By understanding and managing FBA fees and exploring alternative fulfillment options, you can significantly reduce your operational costs and enhance your profitability on Amazon. This strategic approach will allow you to maintain high service levels while optimizing your cost structure, ensuring your business remains competitive in the Amazon marketplace.

Wrapping Up: Mastering Amazon Brand Management

In summary, effective Amazon Brand Management is crucial for achieving long-term success on the platform. Sellers face numerous challenges, including inventory management complexities and navigating intense market competition. Addressing these issues through strategic brand control measures, such as leveraging the Amazon Brand Registry and utilizing advanced tools like Enhanced Brand Content (EBC) and Amazon Stores, can significantly enhance your brand’s presence and customer trust.

Managing costs is another critical aspect of Amazon’s Brand Management. By understanding and mitigating high FBA fees and exploring alternative fulfillment options like Fulfillment by Merchant (FBM) and Third-Party Logistics (3PL) providers, sellers can optimize their operations and improve profitability.

Lastly, transitioning from Vendor Central to Seller Central can offer greater control and flexibility, allowing for better brand management and cost savings.

To thrive on Amazon, it is essential to implement these strategies effectively. Take control of your brand, manage costs wisely, and stay competitive in the ever-evolving e-commerce landscape. Start applying these Amazon Brand Management strategies today to ensure your brand stands out and succeeds.

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Amazon Managed Services

With over $1B in revenue driven and 60+ employees with specialized knowledge of the Amazon ecosystem, we are the experts in this space.

Peter Sims

Sales Executive & Brand Evangelist

Pete has been on Amazon for 3 years now and is very happy to found a home at Velocity Sellers. In his free time Pete is an avid hiker, runner, and bowler. He also enjoys reading any book he can get his hands on and making some tea to go along with it.

Arlind Hoxha

Creative Manager

As the Creative Manager at Velocity Sellers, Arlind leads with expertise honed over many years in creative agencies. He brings a wealth of experience guiding designers and excelling in ecommerce-focused endeavors. Beyond his professional prowess, Arlind is an avid gamer, seamlessly blending creativity and strategic thinking.

Florence Palahang

Administrative Manager

Holding a BS in Accountancy from Davao City and boasting seven years of experience as a Virtual Assistant, Florence has established herself as a valuable asset. With a background spanning 95 clients worldwide, she has found her niche at Velocity Sellers, focusing on Amazon marketplaces. Beyond work, Florence enjoys reading, crochet, and baking. Her collection of plants adds vibrancy to her mornings, and witnessing her family enjoy the outcomes of her efforts brings contentment to her universe.

Kiley Forche


An MBA graduate specializing in Finance, boasting 11+ years of expertise. Joined Velocity Seller in 2018, contributing to our growth. Outside work, treasures family time, exploring new destinations, and passionately supports Buckeye Football

Miljan Milev

Sr. Project Manager

Seasoned project manager adept in data and e-commerce projects, collaborating globally. Outside work, finds joy in traveling, cherishing moments with family and friends.

Camilla Messmer

Sr. Project Manager

University of Arkansas grad in Supply Chain Management, excelling in eCommerce project management. Enjoys baking, travel, and writing, adding a touch of creativity to every endeavor.

Zach Taylor

Director of Logistics

Zach, a graduate with a Sociology and Environmental Science degree from the University of Montana, has consistently found himself drawn to running businesses and improving business systems, logistics, and operations throughout his professional journey. In his free time, he enjoys cycling, running, and spending quality moments in the mountains with his family.

Chris Prall

Director of Advertising

A former chef turned Geomatics graduate. While studying, he delved into managing PPC campaigns for Amazon agencies and e-commerce clients, uncovering a passion for data-driven strategies. A maestro in crafting successful PPC campaigns, he’s fueled by driving client growth, from startups to 8-figure brands. Beyond work, Chris savors cooking, vinyl collecting, camping, and embracing the great outdoors

Steffanie Morrison

Director of Sales, Sr Marketplace Analyst

Steffanie brings a rich e-commerce background since 2013, selling products and advising brands. An analytical mind with degrees from Northern Illinois University and the University of Hartford, she resides in New Hampshire, relishing family moments, travel, and outdoor adventures like hiking and skiing with her husband and kids.

Eric Peterson

Director of Brand Onboarding

Master’s in marketing, film degree from Minnesota State University-Moorhead. At Velocity Sellers, he crafts brand value, excels in client service, and loves problem-solving. An advocate for animal welfare, he enjoys cooking, classic movies, and time with his dogs.

James Dee

Director of Brand Management

Over 20 years in e-commerce mastery, specializing in Amazon. Proven brand builder and business owner. Outside the office, a proud parent to five, including a Division 1 soccer player. Enjoys family time, the outdoors, and all things soccer.

Lisa Zajdel

Executive Director

Results-Driven Executive Director. With two decades of expertise in merchandising and retail, including a successful tenure as Kohl’s Private Label Buyer & E-commerce Manager, Lisa brings over 14 years of invaluable experience on Amazon. Her dedication to delivering results is unparalleled, ensuring a strategic, seasoned approach to optimizing your business for success.

Andrew Warner


Andrew Warner, Velocity Sellers’ CFO, occupies a central role in our financial triumph. His sharp fiscal oversight guarantees our operational efficiency, ultimately empowering our team to deliver unparalleled services to a global clientele, consistently setting high standards in the industry.

Jake Schwarzbaum​


As the Co-Founder and CEO of Velocity Sellers, Jake Schwarzbaum co-launched the company while supporting his father, Nathan, during leukemia treatments. His dedication to helping brands succeed on Amazon, without relying on automated systems, drives Velocity Sellers’ commitment to excellence.


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