Amazon FBA Toy Sellers are Exempt from 2010 Holiday Selling Requirements

Posted on July 28, 2010. Filed under: Amazon | Tags: , , , |

Every year Amazon comes out with their Toy & Games Holiday Selling Guidelines.  These rules require third party vendors to meet performance targets before the holiday season in order to be eligible to sell on Amazon during the holidays.  Basically, Amazon says that sellers must have sufficient number of sales and must have a good customer satisfaction rating.  Therefore, only experienced Toy sellers are welcome to sell on Amazon during the holiday season.  No newbies allowed.  Sloppy sellers not welcome.   

This year, however, Amazon is making a slight exception to the rule.  Amazon FBA (Fulfillment by Amazon) sellers do not have to meet the same requirements as third party toy vendors who are not FBA sellers.  Amazon’s 2010 holiday guidelines:

Effective September 20, 2010, we will stop accepting new non-FBA sellers in Toys
& Games.*  Effective November 15, 2010, only those sellers who meet the
following performance criteria will be eligible to sell in Toys & Games from
November 15, 2010 through the first week in January 2011:

– Seller’s first sale on Amazon.com must be prior to 09/20/2010 (sale does not
need to be Toy-specific).
– Seller must have processed and shipped at least 25 orders (do not need to be
Toy-specific) during the 60 consecutive days preceding 11/1/2010.
– No greater than 1% short term order defect rate as of 11/1/2010,
– No greater than 2.5% pre-fulfillment cancel rate for the trailing 30-days
preceding 11/1/2010.
– No greater than 5% late shipment rate for the trailing 30-days preceding
11/1/2010.

*Orders fulfilled by Amazon will not be subject to the holiday season
restrictions provided your account is in good standing.

Given that toy sellers have to start “making the grade” beginning September 1st and continuing for 60 days, I imagine there will be a lot of strategic planning going on this year.  Toy Sellers who have been shut out in previous years for not meeting the sales requirement and/or performance requirement have the option of using FBA to participate in this year’s holiday sales.  And toy sellers who have been successful in the past may see a lot more competition on the Amazon platform this year. 

It’s July… the time of year to once again put our holiday hats on and get to work so we are prepared for the fourth quarter of the year.  But this new twist from Amazon regarding 2010 holiday selling guidelines is certainly going to give us lots more to talk about now.

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