Selling on Amazon
Selling on Amazon takes more than being live.
Amazon is the largest marketplace in the world. For many brands it is a strategic channel with real potential in reach, revenue and margin.
That growth does not come by itself. Amazon demands strong content, smart advertising, good category management and an operation that keeps working.
Brightways is a certified partner of Amazon, Bol and Kaufland. From European Agency Partner and Advertising Partner to Service Provider.
Why Amazon is strategic
Amazon is more than an extra sales channel.
Amazon is not just a marketplace. It is a search engine for discovering, comparing and buying brands and products.
So it is not only that you are on Amazon that counts, but above all how strongly you are visible and buyable there.
Active Amazon stores in Europe
Of product searches start on Amazon
EU5 + US
B2C e-commerce revenue in Europe
2024
Of in-basket products rank in the top 10 search results
EU5: Germany, UK, France, Spain and Italy
Sources: Amazon, Omnia Retail, European E-commerce Report 2025 and NIQ.
Amazon for brands
How Amazon helps brands grow with content, advertising, data and fulfilment.
Amazon offers brands more than just a sales channel. With Amazon Brand Stores, A+ Content, Amazon Advertising, Brand Analytics and Fulfilment by Amazon you build visibility, conversion and sales across multiple European markets.
It is the combination that makes the difference. Good content helps shoppers choose, advertising drives reach, data shows what works and FBA supports the operation.
Six components for structural growth on Amazon.
Amazon only really works well when content, advertising, data and operations align. These six components together form the basis.
Brand and visibility
Present your brand with Brand Stores and A+ Content
With an Amazon Brand Store you bring your brand, product categories and assortment together in one place. A+ Content helps to clearly explain product benefits, differences and uses.
That way a shopper does not just see one product, but also the wider offer and story of your brand.
Reach shoppers with Amazon Advertising
Amazon Advertising makes you visible when shoppers search, compare and buy. You can advertise with Sponsored Products, Sponsored Brands, Sponsored Brands Video and Sponsored Display.
With that you work on product sales, brand visibility and your position within the category.
Data and sales
Discover what shoppers search for with Brand Analytics
Amazon Brand Analytics shows which search terms shoppers use, which products they view and which brands they choose.
That information helps with Amazon SEO, content, assortment, price and advertising.
Measure which campaigns and products sell
Amazon shows which keywords, ads and products generate revenue. You can track performance based on ad revenue, conversion, ACOS and TACOS.
That way you see where budget drives growth and where campaigns mainly create cost.
Fulfilment and international growth
Let Amazon handle shipping with FBA and Prime
With Fulfilment by Amazon, Amazon handles storage, shipping, returns and part of customer service. Products can become available for fast Prime delivery as a result.
FBA can simplify the operation, but still requires good stock planning, margins and clear processes.
Sell easily across Europe
Amazon gives brands access to markets such as Germany, France, Italy, Spain, the Netherlands, Belgium, Sweden, Poland, Ireland and the United Kingdom.
Content, advertising and operations are partly reusable. Search behaviour, competition, prices and regulations do differ per country.
Client case
Raxit gains traction on Amazon with a focused relaunch
Brightways helps Raxit become sales ready on Amazon Germany with better content, FBA, compliance, reviews and advertising.
- Amazon
- Seller
- Brightways Managed
- Launch
- Pest control
Amazon agency for brands
How Brightways helps brands grow structurally on Amazon.
Brightways helps established brands with Amazon strategy, content, advertising, technology and account management.
We work from one plan for the whole account. That way findability, conversion, ads, stock and commercial choices align better.
Amazon strategy and account management
We set the course for your Amazon account. From market choice, assortment and KPIs to priorities, growth plans and daily management.
We look at the whole account. Not just at campaigns or individual listings.
Amazon SEO, content and Brand Stores
We improve titles, bullets, images, A+ Content and Amazon Brand Stores.
That way products are found better and shoppers get more information to choose your brand.
Amazon Advertising and promotions
We manage Sponsored Products, Sponsored Brands, Sponsored Brands Video and Sponsored Display.
We also steer on deals and promotions. We look at revenue, margin, ACOS, TACOS and the effect on organic sales.
Seller Central, Vendor Central and catalogue management
We support brands that sell via Seller Central and brands that supply Amazon directly via Vendor Central.
From listing issues, account health and Buy Box to purchase orders, chargebacks and catalogue management.
FBA, FBM and stock management
We support with Fulfilment by Amazon, shipping from your own warehouse and the daily operation across different markets.
We monitor stock, availability, delivery times and processes that can slow down or halt sales.
Data, technology and AI optimisation
With GoSparked, Perpetua and other tools we combine advertising, sales and account data. That way we see faster where growth is held back and where budget can deliver more.
Our specialists use those insights to adjust campaigns, budgets and commercial priorities in a targeted way.
Brightways Retail
Sell on Amazon Europe without first building your own Seller operation.
Selling successfully on Amazon Europe takes more than a Seller account. Content, pricing, fulfilment, stock, advertising, VAT and compliance have to be right from day one.
With Brightways Retail you sell via our existing marketplace infrastructure. As Merchant of Record we help you go live quickly in 11 European Amazon Stores, including PAN FBA and support on operations, content and compliance.
Direct access to:
- Amazon Seller infrastructure
- European marketplace operations
- Content and Amazon SEO
- PAN FBA setup
- Amazon Advertising
- VAT and compliance handled
0/ 11
Via Brightways Retail you sell quickly on Amazon in 11 European Stores: Germany, United Kingdom, France, Italy, Spain, the Netherlands, Sweden, Poland, Belgium, Ireland and Turkey.
When do you choose Brightways Retail on Amazon?
International brands
Sell on Amazon Europe without building a Seller account, VAT setup and operational team per country yourself.
Scale quickly
Use an existing Amazon infrastructure so you can go live faster and do not have to set everything up yourself first.
No own Amazon operation
Outsource the daily Amazon operation, without managing Seller Central, fulfilment, advertising and operations yourself.
PAN FBA and European fulfilment
Bring stock closer to customers and make delivery via Amazon fulfilment scalable in Europe.
More than distribution
You do not get a pass-through, but a partner that steers on content, advertising, pricing, stock and margin.
Control over growth
Get one point of contact, clear reporting and steering on revenue, margin, stock and advertising.
PAN FBA (Pan-European FBA) and international sales require the right VAT, VAT compliance, product compliance and operational setup. With Brightways Retail we take as much of that off your hands as possible.
Seller, Vendor or Brightways Retail
Your Amazon model determines how you steer growth.
Seller, Vendor and Brightways Retail work differently. Your control differs, your operation differs and the KPIs are not the same either.
So we first look at your sales model. Then we determine how you measure, steer and scale your Amazon growth.
Seller Central
Best suited for
Brands that want their own control over sales, pricing, content, stock, advertising and margin.
Upsides
- A lot of control over price, content and assortment
- Direct steering on Buy Box, stock and margin
- Advertising and optimisation directly linked to sell out
- Start quickly without Vendor negotiations
Note
- The daily Amazon operation sits with the brand
- FBA, returns, compliance and account health need attention
- Stock and cashflow have to be steered tightly
- You stay responsible for stock, margin and sales result, even when Amazon does fulfilment
Vendor Central
Best suited for
Brands with larger volumes, wholesale processes and an organisation used to retail agreements with buying parties.
Upsides
- Amazon buys in and takes the retail role
- Less direct fulfilment and customer service towards the end customer
- Fits larger brands and bulk agreements
- Works well when volumes, terms and purchasing rhythm are right
Note
- Less control over selling price and stock position
- Vendor Central is normally invite only
- Shipped revenue does not say enough about customer demand
- Sell out remains needed to assess real performance
- Dependent on Amazon purchasing, terms and priorities
Brightways Retail
Best suited for
Brands that want to open Amazon Europe via a Merchant of Record, without building their own Seller Central, PAN FBA, VAT compliance and daily marketplace operations.
Upsides
- Live quickly via existing marketplace infrastructure
- Access to PAN FBA, operations and Amazon Advertising
- Less internal Amazon operation needed
- Steering on sell out, stock, advertising and margin
- European roll-out without your own Amazon setup
Note
- Clear agreements needed on COGS, pricing, margin and stock
- Less suitable if you want to manage everything yourself
- Only works well when there is commercial room to steer
- Product compliance and VAT compliance have to be right up front
Frequently asked questions
What brands often want to know about selling on Amazon
Selling on Amazon
Is Amazon suitable for every brand?
Not always. Amazon works well especially when there is demand in the category, the margin leaves room for fees and advertising, and stock, content and pricing can be steered well.
What do you need to sell successfully on Amazon?
A solid basis in Seller Central or Vendor Central, strong content, clear pricing, stock, reviews, advertising and reliable reporting. Getting one component right is usually not enough.
Does Brightways help with international Amazon marketplaces?
Yes. We help brands with Amazon growth in Europe, focused on markets where the category, margin and operation make sense. Think content, advertising, stock, fulfilment, reporting and marketplace operations.
Seller, Vendor and Brightways Retail
What is the difference between Seller Central and Vendor Central?
With Seller Central you sell to the customer yourself. With Vendor Central you supply Amazon and Amazon resells. As a result, control, data, responsibilities and KPIs differ.
Why is sell out important with Vendor?
Shipped revenue shows what moves towards Amazon. Sell out shows what is actually sold to customers. For commercial steering, sell out is therefore often more important.
When do you choose Brightways Retail?
When you want to sell via Amazon Europe without building a full Seller operation, PAN FBA setup and marketplace operations yourself right away. Brightways Retail works as a Merchant of Record model.
What is Merchant of Record?
Merchant of Record means that Brightways Retail acts as the selling party towards the marketplace. That requires clear agreements on assortment, COGS, pricing, stock, margin and compliance.
Content, advertising and growth
Can you help with content and Amazon SEO?
Yes. We look at titles, bullet points, A+ Content, images, keywords, categories, specifications and conversion. Content must be findable and help sell.
Do you also work with Brand Store, Brand Registry and A+ Content?
Yes. For brands we look at Brand Registry, A+ Content, Brand Store and content structure. That helps present your brand better and build more trust on Amazon.
Does Brightways also help with Amazon Advertising?
Yes. Amazon Advertising is part of our approach. We work with Sponsored Products, Sponsored Brands, Sponsored Brands Video and Sponsored Display. We also look at deals, coupons and promotions when they fit the margin and growth goal.
Read more about Amazon AdvertisingOn which KPIs do you steer Amazon growth?
We do not only look at revenue. We steer on sell out, margin, TACOS, ACOS, Buy Box, stock, conversion, visibility, reviews and operational stability. Which KPIs lead depends on your model: Seller Central, Vendor Central or Brightways Retail.
Operations, fulfilment and reporting
Does Brightways also help with stock, fulfilment and Amazon operations?
Yes. Amazon growth does not depend only on content and advertising. Stock, FBA, Prime, returns, account health, catalogue management and marketplace operations determine whether growth stays stable. Via Brightways Managed and Brightways Retail we help brands steer that operation well.
Does Brightways help with Amazon reporting, payouts and finance questions?
Yes. Amazon reporting, settlement reports, fees, refunds and payouts are often hard for finance teams to read. Because we manage accounts ourselves via Brightways Retail, we also know the operational and financial side of Amazon selling.
Does Brightways also help with catalogue problems?
Yes. We help with catalogue structure, variations, browse nodes, content updates, suppressed listings and other issues that can slow growth. Catalogue management is an important part of marketplace operations.
Working with Brightways
Which brands is Brightways suitable for?
For brands that take marketplaces seriously and want to grow structurally on Amazon, Bol or other relevant marketplaces. The right collaboration depends on team, assortment, markets, margin and growth goal.
Which collaboration fits my brand?
That depends on your organisation. Brightways works with Brightways Managed, Managed Advertising, Brightways Retail and Self Managed Advertising. In an intro call we determine which model fits your team, operation and growth goal.
Does Brightways only work on advertising?
No. Advertising is an important part of marketplace growth, but usually not enough. Brightways also helps with content, catalogue, marketplace operations, reporting, stock, margin and commercial steering.
What is the difference between Brightways and an integrator?
An integrator such as ChannelEngine or Channable helps connect products, stock, prices and orders to marketplaces. That is useful, but a connection is not yet a marketplace strategy. A PPC agency mainly runs campaigns. Brightways looks broader: category priority, content, Amazon SEO, advertising, Buy Box, margin, stock, reporting and operations.
Why is Brightways Retail relevant if I keep my own account?
Because we manage marketplace accounts ourselves via Brightways Retail. That means we know not only advertising and content, but also Seller Central, compliance, fulfilment, Amazon reporting, payouts, refunds, fees and settlement reports. That experience also helps brands that do not use Brightways Retail.
Does Brightways only work for Amazon and Bol?
Amazon and Bol are often the basis. If other marketplaces fit your category or growth plan, we include them. Think Kaufland, MediaMarkt, Decathlon, Otto or other relevant marketplaces.
Want to know where your Amazon growth is left on the table?
We look at your visibility, content, advertising, margin and operation. Then you see where the biggest opportunities are and what needs to be tackled first.