Sweet Success: A Guide on How To Sell Chocolates on Amazon

Elise Jackson

Post details

  • AUTHOR: Elise Jackson
  • CATEGORY: Amazon Industry Guide
  • DATE: 07/02/2024

Imagine millions of customers logging on daily, their taste buds tingling in anticipation of discovering their next favourite chocolate sensation.

This 24/7 online chocolate shop is open to anyone, anywhere. This shop is Amazon. And the market here has a sweet tooth for opportunity.


Amazon Advertising Account Audit


But let’s not sugarcoat it. Having a tasty product isn’t enough – you need smart strategies and savvy selling techniques to stand out amongst a chocolate fondue fountain of competitors. Today, we unwrap the world of selling chocolate on Amazon and hand out the golden ticket on what it takes to succeed.

Understanding the Chocolate Market on Amazon

Dipping your fingers into Amazon’s chocolate marketplace is like stepping into Willy Wonka’s factory – there’s magic and mishaps around every corner! Chocolate’s diverse demand mirrors the world’s diversity through its customers’ tastes. From artisan bars to classic comforts, the appetite for these cocoa-based delights is both broad and deep, offering a piece of potential for sellers that hone in with the right strategy.

So who buys chocolate? It’s probably easier to ask who doesn’t buy chocolate?! Everyone from busy parents looking for organic treats for their kids to sophisticated palates seeking single-origin, dark chocolate bars. Knowing your demographic is the first step in your cocoa-based venture. As a brand do you target health-conscious consumers with sugar-free options or tempt those who desire luxury with the gourmet? Understanding these preferences is essential to your product offerings and marketing messages.

The competitive landscape is like a selection box. You’re up against a mix of established household brands with rich pockets, to nimble artisan chocolatiers who specialise in niche, handcrafted tidbits. To stand out, study your key competitors’ products, pricing, and customer reviews. What do they do well? But more importantly, where do they fall short, and how can your brand fill that gap?

Because the market is gigantic, our team has broken it down into three categories: Chocolate Block and Bars, Chocolate Assortment Boxes & Variety Packs and Chocolate Gifts. If you want to get insights into your specific segment of Chocolate & Meltable products please send us a message.


Chocolate Block and Bars Market


Marketplace Overview - Chocolate Block and Bars Market

Segment Evolution - Chocolate Block and Bars Market

Segment Evolution - Chocolate Block and Bars Market


Chocolate Assortment Boxes & Variety Packs Market


Marketplace Overview - Chocolate Assortment Boxes & Variety Packs Market

Segment Evolution - Chocolate Assortment Boxes & Variety Packs Market

Segment Evolution - Chocolate Assortment Boxes & Variety Packs Market


Chocolate Gifts Market

Marketplace Overview - Chocolate Gifts Market

Segment Evolution - Chocolate Gifts Market

Segment Evolution - Chocolate Gifts Market


Navigating Amazon Seller Central: Setting Up Your Chocolate Shop

Fear not. Setting up your storefront might seem daunting, but this outline on how to set up your brand store contains all the ingredients for success.

Visit Amazon Seller Central and select the ‘Start Selling’ button. Whether you’re a lone wolf looking to sell handmade chocolates or a business wanting to distribute other brand’s candies, you’ll need to decide whether to sell as an individual or a professional account. If you expect to sell more than 40 items per month, a professional account is the way to go. Once chosen, you will be required to enter important details such as your business name, address, and tax information.


Become an Amazon seller - Seller Central


As a UK seller, you must have a Certificate of Registration from the Food Standards Agency (FSA) and a Notification for New Dietary Ingredient (NDI). If you intend to sell organic products, you must ensure that one of the country’s organic control bodies has certified them.


Amazon Handmade


Decide between FBA and FBM.

  • Fulfilment by Amazon (FBA): Amazon’s fulfilment centres store, ship, and service your chocolates. It’s great for saving time, and allowing you to focus on your brand. Just remember the temperature-sensitive nature of your product.
  • Fulfilment by Merchant (FBM): Handle shipping and customer service yourself with FBM. This option lets you manage inventory and chocolate packaging and shipping. It’s ideal for chocolates that need special handling or packaging to avoid melting.


Sourcing and Quality Assurance: Choosing the Right Chocolates to Sell

Your selection of chocolates not only reflects your brand but also determines the satisfaction of your taste-savvy customers. Brands can ensure their Amazon store becomes a go-to destination for chocolate lovers by focusing on quality and reliability. But how?

Before you take your wares to market, become the most critical judge. And the best way to do that is to taste, taste, and taste. For homemade sellers, refine your recipes and do extensive testing – just not all by yourself! If you’re outsourcing production, request samples before placing large orders. This allows you to assess the quality firsthand and avoid unpleasant surprises. After all, you’re not just selling chocolate; you’re offering an experience.

Suppliers who share your passion are more likely to meet high standards and maintain quality. Transparent sourcing, ingredients, and manufacturing processes build supplier, brand, and customer trust. Amazon’s chocolate businesses need quality assurance. Create a sensory standard checklist for chocolate aroma, flavour, texture, and appearance to ensure each batch meets these standards. Respond quickly to customer feedback for continuous quality improvement.

Maintaining a high-quality product involves a blend of staying informed, educating customers, and making strategic decisions. It’s important to stay current on chocolate industry trends like new flavours, health claims, and packaging. This knowledge helps anticipate and meet customers’ changing expectations, plus it positions your brand as a market leader. Nice!

Understanding the origin of the cocoa, the artisanal methods used to make your chocolates, and the stories of the people behind the scenes can boost customer appreciation. Informed customers are more likely to appreciate your chocolates’ quality and craftsmanship, boosting loyalty and satisfaction.


Optimising Product Listings: Sweet Descriptions and Irresistible Images

When it comes to selling chocolate on Amazon, your product listings are the window display of your virtual chocolate emporium. They need to be as alluring as the aroma of freshly made chocolate wafting through the air.



Crafting compelling product titles and descriptions requires a delicate balance of descriptiveness and conciseness in order to effectively capture the essence of what you’re offering. Your product title should be a delectable summary of keywords that entices potential buyers, incorporating key details like the type of chocolate, flavour profile, and quantity included.


Amazon Product Title - Ombar Chocolate


Product description

The product description serves as a canvas for telling a more detailed story about your chocolates, allowing you to delve into the rich history of your offerings, the meticulous sourcing of ingredients, and why they are the perfect treat for any occasion. This narrative should make customers feel the passion, love, and care you put into each piece of chocolate. Furthermore, highlight any unique features that distinguish your chocolate, such as organic certification, fair trade practices, or allergy-friendly formulations. These details should be prominently displayed to inform and attract customers who value these qualities.



Showcasing your chocolates with high-quality images matters most in the digital marketplace, where the senses of taste and smell cannot be conveyed. High-resolution photos that show off the textures and fine details of your chocolates can captivate potential buyers. It’s important to vary the images, providing multiple views from different angles and showing the chocolates both in and out of their packaging to give a clear expectation of what’s in the box.


Lifestyle image of our client Ombar’s chocolate bar variety box

Lifestyle image of our client Ombar’s chocolate bar variety box



In parallel, optimising your product listings with well-researched keywords is critical for increasing search visibility. Tools such as Helium10 can assist in identifying relevant keywords that potential customers may search for. It is critical that these keywords appear naturally in your product titles, bullet points, and descriptions. Likewise, don’t underestimate the importance of backend keywords, which, while not visible to customers, play an instrumental role in ensuring your products appear in relevant searches.

Creating an irresistible Amazon PDP is an art. It’s about blending the rich, complex flavours of your product’s story with the science of search engine optimisation and the sweetness of photography.


Pricing Strategies: Finding the Sweet Spot for Profitability

Like finding the perfect balance of cocoa in a chocolate bar – too little or too much will tip the scales.

Key considerations include the cost of production, which includes ingredients and packaging, potential organic or fair-trade certifications, Amazon’s selling fees, and the need for temperature-controlled shipping. A thorough competitor analysis is invaluable; understand their pricing strategies and look for market gaps to manoeuvre into.

Adopting psychological pricing strategies, such as setting prices at £9.99 instead of £10 and offering bundled products, improves perceived value and appeal. Nevertheless, it’s important to find the sweet spot between profitability and pricing competitively. Prices should reflect the quality and uniqueness of your chocolates, influencing customer perception.

Adjusting your strategy in response to market feedback and conditions will help your brand find the optimal pricing point that balances demand, value, and profitability, ensuring that your chocolate offerings remain tantalising yet competitive.


Fulfillment Options: FBA vs. FBM for Chocolates

Deciding how to get your treats into the hands of customers can be tricky, as either approach yields both pros and cons. Will you let Amazon handle the nitty-gritty of packing and shipping through FBA, or adopt the merchant fulfilled approach with FBM?


The sweet and the bitter of FBA


  • Hassle-Free Shipping and Handling: Amazon will store, pack, and ship your chocolates. This means you can devote more time to creating rather than logistics.
  • Prime Eligibility: FBA products are eligible for Amazon Prime, which can significantly increase your sales potential due to the large number of Prime members seeking fast shipping.
  • Customer Service and Returns: Amazon handles customer inquiries, refunds, and returns on FBA items, reducing your administrative workload.


  • Temperature Sensitivity: Chocolates are vulnerable to melting. While Amazon excels at logistics, keeping your chocolates cool during transit demands additional steps, such as ice packs or insulated packaging, which can result in higher costs. Depending where you’re located you may also be within Amazon’s meltable inventory restrictions, which are enforced from 15th April to 15th October, which prohibits FBA sellers from sending meltable goods to Amazon’s fulfilment centres.
  • Fees: FBA charges storage and fulfilment fees. These fees can add up, affecting your profitability, especially during peak seasons or with slow-moving inventory.


Taking the reins with FBM


  • Control over shipping: You are in charge of packing and shipping, so you can ensure that each chocolate bar or truffle box is properly insulated and arrives in perfect condition.
  • Lower fees: Without FBA fees, you may find more budget for quality packaging or marketing efforts.
  • Direct Customer Interaction: Handling customer service yourself allows you to establish a more personal connection with your customers, which can be extremely beneficial for building brand loyalty.


  • Time and Effort: FBM requires a significant time commitment. You will be responsible for managing inventory, packing orders, shipping, and dealing with customer service issues.
  • No Prime Badge: FBM items are not automatically eligible for Prime, which limits the appeal to Amazon customers who value fast shipping.

The best Amazon fulfilment strategy for your chocolate business depends on sales volume, operational scalability, and customer experience. However, it’s not uncommon for brands to adopt either the hybrid approach, using FBA for high-demand items and FBM for niche products needing that extra bit of TLC, or Seller Fulfilled Prime which allows brands to deliver directly to domestic Prime customers from their own warehouses.


Marketing Your Chocolates: Sweetening the Deal

Implementing effective marketing strategies on Amazon proves essential for increasing chocolate sales. Sponsored Product Ads are similar to offering chocolate samples in a store, presenting your products directly in front of customers who are actively looking for confectionary. These ads increase your visibility and traffic by targeting keywords related to chocolate.

To use Sponsored Product Ads effectively, brands must take a strategic approach to ensure that you maximise your investment while not overspending. Setting conservative bids for your ads, then adjust them based on their performance over time. Use Amazon’s automatic targeting feature to find new, relevant keywords that will attract your target audience, and then switch to manual targeting for more precise control over your ad campaigns. A/B testing allows you to experiment with different ad creatives and copy, such as changing the image of your chocolates or testing different product titles, to determine what truly piques your audience’s interest.


Example of targeted ads appearing in Ombar searches

Example of targeted ads appearing in Ombar searches


Use social media to increase traffic to your product listings or brand store. You can engage potential customers on platforms like Instagram and TikTok by creating mouthwatering content, such as high-quality images and videos showcasing your chocolates, as well as providing behind-the-scenes looks at the production process. Collaborating with bloggers and influencers who share your target audience can also help you expand your reach. These partnerships, whether through sponsored posts, unboxing videos, or custom discount codes, introduce your chocolates to a wider audience, increasing visibility and driving sales.


This Is Unicorn


Customer Service Excellence: Building Trust in Your Chocolate Brand

It’s as important as the quality of your chocolates, serving as the cherry on top that converts a one-time buyer into a loyal customer. Elevate your customer service and make it as outstanding and satisfying as your chocolates by incorporating extra touches that’ll make monumental differences. Why? Because excellent customer service enriches the customer experience.

Create a comprehensive FAQ section on your Amazon storefront and reinforce your PDP’s with relevant information to anticipate common questions or concerns. Personalising your interactions with customers, expressing gratitude for their business and being attentive to their needs, not only resolves their immediate concerns but also forges stronger connections. Ensure timely and efficient communication by responding to customer inquiries and issues within 24 hours, and taking a solution-focused approach by readily offering replacements or refunds for issues such as melted chocolate. This approach accentuates your dedication to quality and customer satisfaction, increasing trust in your brand.


The FAQ’s page on our client Ombar’s brand store

The FAQ’s page on our client Ombar’s brand store


Encourage customer reviews on Amazon and share positive feedback on social media to increase trust and brand reputation. View negative feedback as an opportunity for growth, addressing and resolving issues publicly to demonstrate your commitment to customer satisfaction. This method not only corrects problems, but also reinforces your commitment to excellence, with the potential to turn challenges into testimonials to your brand’s reliability.

Building trust in your chocolate brand through exceptional customer service is a journey, not a sprint. Giving customers’ memorable experiences makes them feel valued and heard. In the vastness of online shopping, your customer service is the personal touch that can make all the difference.


Seasonal Opportunities: Maximising Sales During Holidays and Events

Certain times of year provide excellent opportunities to increase your sales figures. Brands can tailor their Amazon store strategy to increase sales during peak chocolate-selling seasons and events. Sales typically peak around Valentine’s Day, Easter, Christmas, and Halloween, when it becomes more than just a treat – it’s a part of the celebration!


Amazo Seasonal & Holiday Promotions

Amazon heavily promotes holidays and events, which is great for skyrocketing conversions


Holiday-themed products, such as heart-shaped chocolates for Valentine’s Day or spooky treats for Halloween, pique interest and encourage impulse purchases. Offering bundle deals that combine bestsellers with new or seasonal items adds value and increases order size. Early bird specials with discounts encourage early purchases for holidays such as Christmas, appealing to shoppers who want to get ahead on their gift lists.

Participating in Amazon Lightning and Daily Deals can help you increase visibility and sales of your chocolates during peak holiday seasons. Keeping your products featured in Amazon’s holiday gift guides is vital, which requires maintaining high ratings and Prime membership. For the best visibility, tailor your sponsored product campaigns to holiday themes and consider increasing your ad budget. Using Amazon’s Deals and Promotions, such as Lightning Deals or the Deal of the Day, can generate excitement and encourage impulse purchases. These strategies combine to form a compelling approach to attract and retain customers, making your chocolates an irresistible purchase.


This Is Unicorn


Staying Compliant: Navigating Amazon’s Policies for Chocolate Sales

Selling chocolate on Amazon goes beyond creating confectionary; it’s also about navigating the intricate web of Amazon’s policies for food products. These guidelines ensure the safety, legality, and quality of all food items sold, emphasising not just compliance but a dedication to excellence and earning customer trust. Key to success is adhering to these policies to stay compliant and navigate potential pitfalls effectively.

Nail your product listings. To ensure complete transparency, include all essential information such as ingredients, allergen warnings, and expiration dates. Packaging is also important – ensure it meets food safety standards, including tamper-evident packaging and the correct labels, especially if you’re claiming any special certifications such as organic or fair trade.

To keep your chocolates in tip-top shape, stick to Amazon’s guidelines for handling temperature-sensitive items to prevent any melting disasters. Also, if you advertise your chocolates as “sugar-free” or “low calorie,” make sure the claims are correct and comply with all regulatory requirements.

Keeping up with compliance demonstrates your commitment to providing an excellent product and experience. Check Amazon’s policy updates regularly to keep everything running as smooth as a fine ganache.


Our Thoughts: Savouring Success in the Chocolate Business on Amazon

Embarking on the journey of selling chocolates on Amazon is akin to crafting a fine chocolate truffle: it requires patience, precision, and a passion for creating something extraordinary. The e-commerce landscape is dynamic, with trends shifting and new challenges emerging. Success in this space requires not just persistence but also adaptability. The ability to learn from feedback, to embrace change, and to innovate in the face of obstacles is what transforms a chocolate seller into a chocolate entrepreneur. Every challenge is an opportunity to refine your craft and strengthen your brand, with each step critical to developing a successful recipe for your chocolate business. With strategic planning and a sprinkle of patience, your brand can bring smiles to customers worldwide.

Who we are

We aren’t your typical agency. We truly partner with the brands we work with; your success is ours. We bring creativity, enthusiasm, and innovation to every brand we partner with. We aren’t afraid to tell you what’s wrong, and we will always share what can be done better. We strategise together: We are consultants, advisors and Amazon experts here to help you on your journey. Our expertise is an extension of your team; we are your Amazon partner.

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