Editor’s Note: Originally published on Sep. 2, 2014. Last updated on Nov. 28, 2022.
Why be a professional Amazon seller, when you can sell your items seasonally, flexibly, or randomly? The answer may surprise you. Keep reading to find out why you need to become an Amazon Pro Merchant.
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What Is a Pro Merchant?
Just about anyone can set up shop on Amazon.com. If you’re interested, you should know that there’s a two-tier system for seller accounts. Whether you’re a start-up, established business, charity, artisan, or even a one-off dealer, you can select from:
- The default option, a Professional Selling account with a $39.99/month subscription fee.
- The free, inclusive, and revertible Individual Selling account option.
Why Be a Professional Amazon Seller
It’s a question we’re asked often. Why be a professional Amazon seller and pay for something you can get for free? Well, the short answer is that the Professional Selling (a.k.a. Pro Merchant) plan pays for itself if you have 40 sales/month.
The logic behind this is simple. Individual sellers pay an extra $0.99 on top of other Amazon fees for every item sold. But if you’re a Pro Merchant, this fee is waived. Again, this is the short answer. But it’s not the best answer.
The best reason to sign up to a Professional seller account on Amazon is Buy Box eligibility. As you’ll see at the start of the YouTube video below, there are 4 key conditions to make it through to the exclusive pool of sellers eligible for Featured Offer status.
First and foremost, the seller must sign up for a Professional selling account. Also, the item must be in ‘New’ condition, competitively priced, and with readily available inventory (either in stock or on order).
Your eligibility data is available in the Manage Inventory section in Seller Central. If the column labeled Buy Box Eligibility is hidden, opt for it to be displayed using the Preferences button. Alternatively, use the ‘Check Buy Box eligibility’ tool for specific ASINs and SKUs by typing in ‘Buy Box’ on the homepage search bar.
Pro Merchants and the Buy Box
When you own the Buy Box, you get a sale whenever a buyer clicks “Add to Cart” or “Buy Now” from the product page. It’s an incredibly valuable position to be in, as the bulk of sales on Amazon go through the Buy Box!
If you don’t have a Professional Selling account, you are not eligible to win the Buy Box. It doesn’t matter if you’re an FBA seller with the lowest price and a stellar feedback score. And without the Buy Box, most customers won’t even be aware that you’re selling the item.
So, signing up for a Pro seller account is in your best interest. Of course, you shouldn’t rest on your laurels once you sign up. Poor feedback can force you out of the eligibility pool. A drop in Buy Box metrics can cost you the Buy Box. Also, a poorly managed pricing strategy can lead to Buy Box suppression.
Who Needs a Pro Seller Account?
The short answer is everyone. Even if you happen to be the only seller offering an item, it’s best to plan ahead, in case your competition evolves. Signing up for a Pro seller account makes it possible for you to compete for the Buy Box whenever you need.
Don’t think of your Pro Merchant selling plan as merely a discount. It’s an advantage. The $39.99/month charge isn’t just a saving on per-item fees. It’s your ticket to selling more and with higher margins.
Getting everything else right is up to you, but a clever repricer like BuyBoxBuddy can shoulder the burden. All the more reason to sign up to a Professional seller account on Amazon and set up shop on one of the world’s largest and most remarkable marketplaces.
Melanie takes an active interest in all things Amazon. She keeps an eye on the latest developments and keeps Amazon sellers up to speed.