How to sell baby products on Amazon

Elise Jackson

Post details

  • AUTHOR: Elise Jackson
  • CATEGORY: Amazon Industry Guide
  • DATE: 28/06/2024

$13.6 Billion. Yes, Billion, with a B. As in B is for banana. That’s how much the online baby market is expected to grow between 2022 and 2026*. For Brands and new sellers looking to take their first steps in the world of Amazon, this booming due date presents ample of opportunity to enter the world of online baby products. So let us help you open your eyes to all the smiles and cries that come with selling on Amazon.


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Understanding the Baby Products Market on Amazon

The market for baby products is massive, with everything from toys and clothes to furniture and feeding supplies available. Each category has its top sellers, and every seller is crawling to stay on top of these trends. For instance, health-conscious parents are leaning towards organic and environmentally friendly products. So, by knowing your audience, whether they’re new parents, grandparents, or those buying gifts, you can tailor your products and marketing strategies to fit like a snug onesie.

However, the competition in Amazon’s baby products space is also intense. Both newcomers and established, household name brands are vying for consumers’ attention. As a seller, you’ll face difficulties such as pricing wars, differentiating your products, and maintaining customer satisfaction. Be prepared to continuously innovate and keep a close eye on your rivals’ tactics if you want to stay at the top. Success in this dynamic market sits on the shoulders of those who are adaptable and creative.


Researching and Selecting Profitable Baby Products

Take your time and do your research. Tools such as Jungle Scout, Helium10, and Amazon’s Best Seller Rank can provide you with valuable insights into popular products. Try to identify market gaps where demand is high but competition is low. For example, specialised items such as hypoallergenic baby formulas or multifunctional baby carriers may present profitable opportunities.


Use Amazon’s best-seller rank to identify popular products

Use Amazon’s best-seller rank to identify popular products


To conduct thorough market research, study competitors, analyse customer reviews, and understand seasonal trends. This competitive analysis can help you determine what similar products lack and how you can improve them. You should also assess your own profit margins and pricing tactics. Things to consider include manufacturing costs (if you’re a private label seller), shipping fees, and Amazon’s FBA fees when developing your pricing strategy.


Optimising Product Listings for Maximum Visibility

Now that you’re able to walk, let’s start running with optimisation. Begin with creating compelling product titles that include relevant keywords without overdoing it. Your titles should flow, be clear, and be informative, emphasising the product’s key features and benefits. To illustrate, instead of simply saying “Baby Stroller,” use “Lightweight Foldable Baby Stroller with Adjustable Canopy and Storage Basket.”


Example of a clear and informative product title

Example of a clear and informative product title


Make sure your product descriptions and bullet points are thorough, emphasising your USPs and addressing any potential customer concerns. Always use high-quality images, videos, and graphics to showcase your products. Your content should be clear, well-lit, and show views from various angles. Adding lifestyle images and how-to videos that show the product in use can significantly increase your listing’s appeal too!


Lifestyle images allow the customer to experience the product in an everyday life setting, making it easier for them to visualise using the product.

Lifestyle images allow the customer to experience the product in an everyday life setting, making it easier for them to visualise using the product.


Weaving in relevant SEO keywords will increase your product’s visibility in search results. Use tools such as Google Keyword Planner and Amazon’s search bar suggestions to find high-traffic keywords. Third-party tools like Helium10 can also dive deep into competitors’ listings and uncover terms they are using, which you can then use yourself. To maintain high visibility and relevance, refresh your PDPs on a regular basis based on customer feedback, sales data, and seasonality.


Leveraging Amazon’s Fulfillment Options

FBA is the stork that delivers your baby products. Using Fulfilment By Amazon, shortened to FBA, has several advantages over other fulfilment and logistics options, including faster shipping, efficient customer service, and a higher chance of winning the Buy Box. With FBA, Amazon handles storage, packaging, and shipping, freeing you to focus on other aspects of your business. It also opens the stair gate to Amazon Prime customers, who are more likely to buy because they receive their orders quickly.

Manage your inventory and shipping efficiently. This means monitoring stock levels, forecasting demand, and avoiding having too much or too little inventory. Amazon’s Inventory Performance Index (IPI) can help you keep your inventory under control. Fast and reliable delivery is the backbone of customer satisfaction on Amazon, and FBA ensures that your products arrive promptly and hassle-free.

But let’s not forget that managing returns and providing excellent customer service is equally important. Even though FBA handles returns for you, having a clear return policy and responsive customer service is vital for resolving any issues quickly. This instils trust and bolsters a pleasant shopping experience for your customers. And as a brand, you should be all about that user experience!


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Building Brand Presence and Trust

Creating a professional Amazon brand storefront is an excellent way to cement your brand identity and increase customer trust. A masterfully curated storefront showcases your products beautifully and tells your brand’s story, making it easier for customers to connect with you. Remember to maintain consistency in your branding across all touchpoints, from product packaging to marketing materials, as this provides the basis for building a recognisable and trustworthy brand.


Your brand store is Amazon’s version of your own brand website. This is your space to tell your story and show your character.


To establish credibility, you will also want to cultivate positive product reviews and star ratings. Promptly address any concerns customers might have both before and after purchases. You should avoid chasing shoppers for feedback, but by providing the best customer service possible, you lay stronger foundations for your customers to say a few nice things about their shopping experience without being encouraged to. Features such as Amazon’s Vine Programme can help you get the ball rolling in gathering initial feedback for new products.

Excellent customer service must be at the forefront of every brand’s strategy to establish and maintain trust. Reply to customer inquiries quickly, resolve issues efficiently, and always strive to exceed customer expectations. Amazon Brand Registry provides additional tools to protect your brand and increase your presence on the platform, such as registering your brand, accessing enhanced marketing tools, and protecting your intellectual property from copycats.


The better the user experience the more likely you’ll receive a positive review. Positive reviews play a significant role in consumer buying decisions.

The better the user experience the more likely you’ll receive a positive review.
Positive reviews play a significant role in consumer buying decisions.


Implementing Effective Marketing Strategies

It all adds up! Increase your visibility and attract new customers by applying Amazon’s Advertising options such as Sponsored Products, Sponsored Brands, and Sponsored Display ads. Sponsored Product ads appear in search engine results pages and on product pages, driving traffic directly to your listings and potentially away from a competitor. Sponsored Brands ads increase brand recognition by highlighting your brand and product line.


The first row of products are all sponsored, meaning these are ads that have paid for this positioning on the SERP. Be mindful, just because these products are first to be seen, does not make them better! As seen here from the review scores

The first row of products are all sponsored, meaning these are ads that have paid for this positioning on the SERP. Be mindful, just because these products are first to be seen, does not make them better! As seen here from the review scores.


Tip: Using sponsored product ads on your own listings by targeting your brand name is a tactic known as defensive ads. This will eliminate or reduce the amount of competitors appearing in your SERPs or product listing.


Incorporate social media marketing and influencer partnerships to drive traffic to your Amazon listings. Collaborate with parenting influencers and bloggers to have your products reviewed and promoted. This social proof acts as a nod of approval to these influencer’s followers. Follow up by using your own social channels to engage with this audience and direct them to your listings or brand store.

Furthermore, running promotions, discounts, and deals can increase sales and attract new customers. Take advantage of Amazon’s Lightning Deals, coupons, and promotions to create urgency and encourage impulse purchases.


Special offers, deals, and discounts are a tried and true way to increase your exposure and CTR

Special offers, deals, and discounts are a tried and true way to increase your exposure and CTR


Ensuring Compliance with Safety and Regulatory Standards

Staying on top of safety regulations is essential in the baby products industry. You must understand and adhere to the safety standards established by organisations such as the Consumer Product Safety Commission (CPSC) and the Federal Trade Commission (FTC). This is key to avoiding potential legal issues and also maintaining your customers’ trust. Make sure to check and update your products to meet the latest safety standards and regulations regularly.

Amazon has strict rules about what you can sell in the baby products category, and adhering to these rules is critical to avoid having your account suspended or your listings removed. Make sure you familiarise yourself with Amazon’s policies and ensure that all of your products comply. Additionally, obtaining the necessary certifications and documentation, such as safety test reports and compliance certificates is paramount for demonstrating the safety and quality of your products.


Here’s a snippet of some things that Amazon restrict you from listing:

  • Drop-side cribs
  • Padded cot bumpers
  • Infant-inclined sleep products
  • Amber Infant Teething Products
  • Infant formulas that do not meet FDA premarketing requirements, such as goat milk formula, HIPP formula, and milk products


Monitoring Performance and Making Data-Driven Decisions

Tracking key performance indicators (KPIs) such as clicks, conversion rates, and customer returns will help in evaluating your performance. Use Amazon Seller Central’s analytics tools to track these indicators and gain insights into how your business is progressing. You can also analyse competition performance and market trends to gather valuable insights for refining your strategies.

To fine-tune your brand, data-driven decision-making is a rule of thumb. Make it a regular practice to review your performance statistics and adjust your plans based on what you learn. If some products aren’t selling well, consider optimising their listings, lowering their prices, or launching targeted specials to boost sales. Continuously iterating and optimising your strategy based on data analysis is indispensable for long-term success.


Amazon Advertising Account Audit


Staying Informed and Adapting to Changes

The e-commerce landscape changes faster and more often than a toddler’s bib, so staying on top of Amazon’s policies and procedures is important. We reiterate the importance of regularly reviewing Amazon’s updates and announcements to guarantee compliance and avoid potential problems. Also, keeping up with industry trends and advancements is crucial for staying ahead of the competition.

Joining forums and communities for baby goods retailers can provide additional knowledge and support. Engage in online forums, attend industry conferences, and connect with other sellers to share experiences and learn from one another. Stay active with the seller community can help you stay current on the newest trends and best practices.


Our Thoughts

Selling baby products on Amazon requires a soft and gentle approach, from performing extensive market research to improving product listings and utilising Amazon’s fulfilment options. Success requires establishing a strong brand presence, implementing effective marketing techniques, and ensuring compliance with safety standards. Monitoring your performance and adopting data-driven decisions will allow you to consistently improve your business and remain competitive in the baby products market. With effort and persistence, you can build a profitable Amazon business and achieve long-term development.

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