How to sell on Amazon from Malaysia: A guide to increase e-commerce sales

Amazon is a global powerhouse in today's e-commerce world, offering unparalleled opportunities for businesses worldwide to reach diverse markets and boost their sales. In fact, according to Statista, Amazon’s global platform “amazon.com” was the most popular e-commerce and shopping website globally, accounting for more than 12% of desktop visits to sites in this category in April 2024¹.

For sellers from Malaysia looking to expand their reach into the vast potential of international customers, Amazon offers a promising opportunity for growth. However, navigating how to sell on this wide-ranging platform can be daunting without the right strategies. 

Therefore, this blog aims to guide Malaysian sellers, providing actionable insights and best practices to boost their presence and increase their sales on Amazon. Sellers will learn how to set up an Amazon seller account, optimize product listings, utilize Fulfillment by Amazon (FBA) to streamline logistics, implement effective marketing strategies, and overcome common challenges.

Whether new to selling online or seeking to refine your approach, these insights will help you sell on Amazon internationally and achieve success in the competitive digital marketplace.

Getting started - How to set up your Amazon seller account

Step 1 – Registering as an Amazon seller

To start your business on Amazon, here is how you can create a seller account:

• Go to sell.amazon.com or sellercentral.amazon.com and click 'Start Selling'. If you already possess an Amazon customer account, you can easily transition into a seller role using your existing credentials. Otherwise, create a new account with your details.

• Provide business information by selecting the country where your business is registered, the type of business, the name, company registration number, registered address, and phone number including the country code.

• Then, you will need to provide the bank account you will use to receive payments. This bank account must be in your name or the name of your business.

• After this, you will be prompted to enter banking and credit card details.

• Next, create a unique store name that resonates with your brand identity. 

• Following this, you will also be asked to answer questions about product codes, business certifications, and manufacturer or brand status.

• You will then need to verify your identity by uploading a government-issued ID and proof of residential business address dated from the last 180 days. 

• To list your products, click ‘Add products and start selling’. Enter product details, and then include photos and descriptions. Completing at least one product listing is necessary to sell items on your Amazon store.

• After this, you can explore the Seller Central dashboard on Amazon to track your performance.

Step 2 – Setting up your seller profile

Once your account is created, the next step is to establish a strong seller profile. This involves creating a professional profile that builds trust with potential customers. Once done, you can move on to choosing your fulfillment preferences.

Understanding what is Fulfillment by Amazon (FBA) is essential when deciding on your preferred fulfillment methods. The two choices you have include self-fulfillment, where you manage storing, packing, and shipping, or FBA, where Amazon handles storage, packing, and shipping for you.

Finally, gaining a clear understanding of Amazon’s various seller fees and commission structures is essential for accurate financial planning and long-term profitability.

Product listing optimization on Amazon

Choosing the right product categories

Selecting the most appropriate product categories is crucial for optimization and ensuring your listings reach the intended audience on Amazon. For example, if you are selling a health supplement like Vitamin C tablets, you would carefully consider categories such as "Health & Household" or potentially more specific subcategories like "Vitamins & Dietary Supplements."

Carefully consider categories that accurately represent your product, and be mindful of the competitive landscape within those categories. Some categories on Amazon may also have specific restrictions or may require prior approval.

Keyword research & SEO for Amazon

Amazon uses keywords to connect shoppers with relevant products. Begin your keyword research by brainstorming terms that customers might use when searching for your products. 

Utilize Amazon's search bar autocomplete suggestions to gain insights into popular search queries. For more in-depth analysis, leverage third-party keyword research tools to identify high-volume keywords. Once you've identified your target keywords, incorporate them into key areas of your product listing. 

Crafting high-impact product titles & descriptions

Compelling product titles and descriptions are essential for capturing the attention of potential customers on any e-commerce platform when selling from Malaysia. Structure your titles to include essential information such as your brand name, the specific product type, and key differentiating features. 

When writing your product descriptions highlight the benefits and unique selling points of your product. Use clear and concise language, and break up large blocks of text with bullet points.

Using high-quality product images & A+ content

High-quality product images are vital for showcasing your products effectively and building buyer confidence. Include multiple images that display your product from various angles. Adding lifestyle images and product infographics can further increase conversions. 

For brand owners, utilizing Enhanced Brand Content (EBC) or A+ Content allows you to create visually rich and informative product descriptions.

Using Fulfillment by Amazon (FBA) for hassle-free shipping

What is FBA & how does it work?

Fulfillment by Amazon (FBA) is a game-changing service that allows sellers to streamline their operations and significantly enhance customer satisfaction. For Malaysian sellers aiming for seamless cross-border sales and enhanced visibility, FBA presents a compelling solution. 

By leveraging Amazon's vast logistics network and renowned customer service, sellers can offload the complexities of warehousing, shipping, and customer support. 

One of the key advantages of using FBA is eligibility for Amazon Prime, which often leads to increased visibility and sales due to Prime members favoring Prime-eligible products. Another key benefit is that FBA enables faster delivery times for customers.

Let's delve deeper into the advantages that Fulfillment by Amazon offers Malaysian sellers:

• Hassle-free warehousing and fulfillment: With FBA, you can store your products in Amazon's fulfillment centers, eliminating the need to manage your warehouse or handle international shipping logistics. Amazon picks, packs, and ships your orders directly to customers, saving you time and resources.
• Exceptional customer service: Amazon handles customer inquiries, returns, and refunds on your behalf, freeing you to focus on growing your business.
• Multi-channel fulfillment: You can also use FBA to fulfill orders from other sales channels, such as your website or online marketplaces.

Now, let's outline the steps to get started with FBA:

1. To get started with FBA, ensure you've completed your Amazon seller registration and set up your Seller Central account. Next, list your products on Amazon, providing details and captivating descriptions. 
2. Then, enroll in the Fulfillment by Amazon (FBA) programme directly within Seller Central. This involves providing additional information and selecting your Amazon Fulfillment Centres (FCs) as Additional Places of Business (APOB).
3. Once enrolled in FBA, prepare your products according to Amazon's guidelines and ship them to the specified FCs. If you're shipping products like perfume from Malaysia, ensure they meet Amazon’s packaging and labeling requirements for hazardous materials. Monitor your inventory levels through Seller Central, ensuring timely replenishment to prevent stockouts and optimize sales performance.

How Malaysian sellers can use FBA for cross-border sales

For Malaysian sellers aiming to expand internationally through Amazon, FBA offers a streamlined solution for reaching global customers. This involves sending your inventory to Amazon’s international fulfillment centers through international shipping from Malaysia.

Amazon has specific guidelines for preparing your products, and adhering to these standards is crucial to avoid delays or rejection of your inventory. This includes proper labeling of each unit and carton, appropriate packaging to protect your products during transit, and compliance with the import regulations and product safety standards.

Once your inventory is received at Amazon’s international fulfillment centers, you can effectively monitor your stock levels and sales performance through your Seller Central account. This dashboard provides valuable insights into your inventory status, sales trends in different regions, and customer feedback.

Marketing strategies to drive traffic & boost sales

Amazon advertising – getting more visibility with sponsored ads

Amazon offers a suite of advertising solutions to help sellers increase the visibility of their products:

• Sponsored Product Ads promote individual listings targeting customers actively searching for relevant items. 
• Sponsored Brands showcase your brand and multiple products together, appearing at the top of search results. 
• Sponsored Display Ads allow you to retarget potential customers who have viewed your products or similar items, both on and off Amazon. 

Effectively managing your budget for Amazon Pay-Per-Click (PPC) campaigns is crucial. This involves setting daily or lifetime budgets, strategically bidding on relevant keywords, and optimizing your ad performance.

Leveraging promotions & discounts

Utilizing promotions and discounts can be a powerful way to attract more customers and boost sales velocity on Amazon:

• Lightning Deals are time-sensitive, limited-quantity offers that can create a sense of urgency. 
• Coupons offer a simple way for customers to save money. Running Limited-Time Offers can also incentivize purchases. 
• Taking advantage of sales events like Amazon Prime Day and other seasonal sales periods can significantly increase your visibility and sales volume.

Encouraging customer reviews & building seller reputation

Positive customer reviews are a critical factor in influencing purchasing decisions. Products with more and better reviews tend to have increased sales and are often favored by Amazon’s search algorithm. 

When thinking about how to encourage reviews without violating Amazon’s policies, focus on providing excellent customer service and delivering high-quality products. Amazon’s “Request a Review” feature provides a compliant way to ask buyers for feedback after a purchase. 

Additionally, thoughtful follow-up emails can also encourage satisfied customers to leave reviews, helping you boost your seller reputation and increase sales.

Managing performance & scaling your business on Amazon

Tracking key metrics & seller performance

Effectively managing your performance on Amazon requires consistent monitoring of key metrics: 

• Regularly track sales volume to understand revenue trends and identify top-performing products. 
• Monitor conversion rates to assess how effectively your listings are turning views into sales. 
• Pay close attention to your Buy Box percentage, as the majority of sales go through the Buy Box. 

Amazon Seller Central provides comprehensive reports that allow you to analyze these trends, understand customer behavior, and identify areas where you can make improvements.

Expanding to new international markets

Once you've established a successful presence in one Amazon marketplace, consider leveraging Amazon’s Global Selling Program to expand your reach into new international markets. 

This program allows you to list and sell your products on Amazon marketplaces in other countries, tapping into a wider customer base and potentially significantly increasing your sales.

The transformative potential of Amazon for global expansion is exemplified by Glittery Craft, a Malaysian seller of handcrafted jewelry and accessories. By utilizing Amazon's platform, Glittery Craft reached customers worldwide and achieved a remarkable 400% sales increase within a year, demonstrating the cross-border e-commerce opportunities available for Malaysian businesses.

Overcoming common challenges for Malaysian sellers

Malaysian businesses looking to sell internationally on Amazon may encounter specific challenges:

• Navigating customs regulations and cross-border shipping requirements can be complex, requiring experienced logistics partners for your e-commerce business. 
• Managing returns and refunds efficiently across borders is also crucial for maintaining customer satisfaction. 
• Finally, it's vital to stay informed about and strictly adhere to Amazon’s policies and guidelines to avoid account suspensions and policy violations.

Start selling on Amazon with the right logistics partner

In the competitive landscape of Amazon, maintaining positive seller ratings is important for building trust and achieving long-term success. Fast and reliable international shipping services play a crucial role in ensuring customer satisfaction, which directly impacts your seller feedback and overall performance metrics.

For sellers in Malaysia navigating the complexities of international e-commerce on Amazon, having a dependable logistics company like DHL Express as a trusted partner can provide significant advantages that include:

• Cross-border shipping to fulfillment centers: DHL Express streamlines the process of sending your inventory to Amazon's international warehouses, ensuring a smooth and efficient supply chain.
• Customs clearance expertise: In-depth knowledge of international regulations and customs procedures helps prevent costly delays and ensures your shipments clear borders efficiently.
• End-to-end tracking: DHL Express provides comprehensive tracking visibility, allowing both you and your customers to monitor shipments in real-time. 

To further simplify your operations, DHL Express offers integration capabilities with Amazon Seller Central. This integration allows for a smoother fulfillment process, potentially streamlining label printing, shipment tracking, and overall logistics management directly within your familiar Amazon interface.

Ultimately, by strategically selecting the right e-commerce platforms in Malaysia, such as Amazon, and establishing reliable international shipping, Malaysian businesses can confidently embrace the vast opportunities of the global e-commerce landscape.