Third Party Amazon Sellers of Toys & Games: Let’s Get This Party Started Now

Posted on November 12, 2009. Filed under: Amazon | Tags: , , |

Tonight we received the following email from Amazon Services:


Hello from Amazon Services.

We are writing to let you know that due to your positive 
selling performance, you have been approved to sell in the 
Toys & Games store for the 2009 holiday season. 

Please keep in mind that you will need to maintain your 
positive performance in order to continue to sell in 
Toys & Games during the holiday season.

Thank you for selling at

Amazon Services


The above email is important because Amazon stopped accepting new merchants in the Toys & Games category on September 16, 2009 and on November 16th any current Amazon toy seller who does not meet the following requirements will not be allowed to sell on Amazon again until the second week of January 2010.

  • Merchant’s first sale on must be prior to 09/16/2009 (sale does not need to be Toy-specific)
  • Merchant must have processed and shipped at least 25 orders (do not need to be Toy-specific) during the 60 consecutive days preceding 11/1/2009
  • No greater than 1% short term defect rate as of 11/1/2009
  • No greater than 2.5% pre-fulfillment cancel rate for the trailing 30 days preceding 11/1/2009
  • No greater than 5% late shipment rate for the trailing 30 days preceding 11/1/2009

Receiving the above email notifying us that we can sell toys on Amazon during the holiday season doesn’t mean that we get a free pass, though.  According to Amazon, ” Amazon Services reserves the right to cancel listings, suspend accounts, and prohibit the selling of specific products during the holiday season to maintain a seller platform that is safe for buyers.”   In essence, Amazon sent out the holiday party invitations tonight but we’re all reminded to “drink responsibly”.  No worries here… I’m the designated driver this year.

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5 Responses to “Third Party Amazon Sellers of Toys & Games: Let’s Get This Party Started Now”

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[…] This post was mentioned on Twitter by Phaedra Stockstill, TheBrewsNews. TheBrewsNews said: Third Party Amazon Sellers of Toys & Games: Let’s Get This Party Started Now […]

Tough standards, but then this why buyers trust Amazon. Note that they use concrete metrics to determine if sellers are “good enough” to sell in this category during the holidays. Ebay tries, but fails in this regard. Feedback is not the same kind of measure.

First, congratulations!
Ditto what Tula said, concrete metrics work so much better in business than a crystal ball. Much of what eBay does can be spun really (really) well but is not valid as a measure of anything except in terms of net promoter scores.

eBay is one of the largest commercial data gathering entities and it is incomprehensible to me that they are unable or unwilling to utilize their data in a rational manner.

Brews, congrats!

To date, I’ve had 150 sales on Amazon in 60 days, and despite all the obvious methods to get customer feedback, I’ve had only 11 ratings.

10 were positive….and 1 was neutral, so my overall Amazon rating is only 91%.

Guess what? The neutral was left by one of my Amazon competitors. No kidding. They bought the item from me, left me the neutral, and have it listed up for sale now at Amazon.

Very interesting. I’m worried that the ebay “not-so-professional” type sellers are all going to be invading Amazon now that their ebay sales are gone or hurting….


Thanks for the congrats. Even though it’s not yet Nov 16th (the day the party starts), I am already being bombarded with Amazon orders. That happens when Amazon does an email marketing campaign featuring my type of product. I love it!

Dan, we’ve been testing different things to see what things actually improve our chances of receiving feedback on Amazon. We’re not really feedback-obsessive, though, for three main reasons: (1) Amazon buyers are not put off by less than perfect feedback — they figure that if Amazon lets you sell on the site then you must be okay… plus they are protected by AtoZ, (2) most of the objective measurements Amazon uses for seller performace are based on total number of sales not just on total number of feedbacks, and (3) we actually like that our competitors who are not on Amazon yet or who are new to Amazon think that we must not be selling a ton since we are not receiving a ton of feedback. It works to our advantage because then our competitors don’t even consider selling on Amazon or they give up very easily after a few months.

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