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Amazon Business Analyst Interview Questions


We will be covering all the topics in these noted related to Amazon & Virtual Assistance.

But first let’s know what is AMAZON?

Amazon is the largest online retailer in the world (A big bazaar that invites the

investors to open a shop in it and sell whatever they want to sell to the audience

who comes on amazon and find different things).

Why Amazon?

Below is the annual net revenue chart of amazon that describes the 20% annual

growth rate in this big market, so when world is making millions of $$$$ then why

can’t we??

Chart below indicates how rapidly businesses are moving towards ecommerce

(especially amazon) but selling on amazon is not the piece of cake as you will be

required lot of strategies to apply on research and marketing to build a successful


Issues with Sellers

Issue is that either investors do not have time for it OR have no efficient skill to

selling successfully on AMAZON, so what they require is ASSISTANTS who help

them managing and growing their business successfully. So they reach at different

platforms (FB, Fiverr, Upwork, LinkedIn etc.) to find the experts who use to

provide their services as AMAZON EXPERT VIRTUAL ASSITANT).

Who are Virtual Assistants?

Virtual assistants are the people who provides their services virtually as per their


As we are seeing a rapid growth in the field of ecommerce (especially amazon) so

that’s why we suggest to have a strong grip on the skill of Ecommerce Expert and

offer your services virtually to the people who are selling online on AMAZON.So we will be covering everything in our Notes / Blog that will help you to be the

master of this skill. So let’s start;

How Amazon Works?

To do business on amazon, you need to create a seller account on any of amazon


What are the Marketplaces?

Amazon has different branches in different countries given below;

So as per the budget or your desired market you may create the account. That is

something like you know people of USA likes Ceramic Plates and this is something

you can easily source so you will go to and create the

account to start selling ceramic plates to people of USA as all the citizens as they

use to search and purchase things.People of UK like Bamboo Glasses and you are willing to target audience of UK so

you will create account at and start selling there to

people of United Kingdome etc.

For Account Creation on any marketplace, you require your own;

  1. Name
  2. Mobile Number
  3. Email Address
  4. Address
  5. Bank Account
  6. Debit / Credit Card
  7. Valid Passport

You do use these details to create a seller account on amazon. There are two

types of amazon accounts;

Individual Account (On your personal details)

Business Account (On your company details)

You may create any of them as per your convenience.

Once you create amazon account either Individual or business, you have 2 options

to chose;

Individual Selling Plan

Professional Selling Plan

In individual selling plan you will be charged $0.99 per unit to sell and you’ll be

allowed to sell just 40 units per month & will be restricted by amazon in many


In professional selling plan you will be charged $39.99 monthly and can sell as

many units as you can. Plus will be able to get benefits of multiple amazon selling





So above are the details about account creation, if you get any client who is not

aware of account creation process, you may guide or assist him / her as Virtual

Assistant in account creation process.

We recommend to create business account as it helps you in TAX matters as well

as it is requirement if you’ll be doing WHOLESALE.

Amazon Business Models;

You have multiple methods of selling on amazon as below;

Private Label


Drop shipping

In private Label you chose a good selling item, finds its supplier or

manufacturer and label your logo / brand name on it and start selling it

on amazon under your own name.

You chose the design

You find the source

You label your logo on it

You market / advertise it

It’s totally yours property.

In Wholesale you find a branded item selling great – you reach to the

brand via email / phone call and request them to allow you selling their

product on amazon with the same branding (purchased by the same

brand at wholesale rate)Issue in wholesale is that brand allows not just you, but many others as

well so when multiple people start selling same product of same brand,

it creates a war between the sellers so the one having the lowest price

wins the war mostly. Plus we are not selling our own brand as we are

on the risk whenever brand wants he can kick us to stop selling their

items on amazon.

In Drop shipping you see a product selling at lowest price than amazon

on other ecommerce stores. You list it on amazon and once buyer

orders your product on amazon, you simply copy the details of that

buyer and reach at the other ecommerce store where you found that

selling at low price and purchase from there. When they asks for the

shipping details, you add the same you got from amazon buyer so that

store delivers the product to amazon buyer on your behalf.

Issue here is that amazon do not allow this kind of drop shipping so if

any buyer complains to amazon that I got the product in eBay or other

store’s box or invoice. Amazon will suspend your seller account for life.

It definitely required more budget when doing PL as you are building

your own brand.

Lower in wholesale as you will be selling already well selling branded


What is FBM & FBA?

Whether you are doing PL or Wholesale, you will be having two options

of FBM or FBA.

FBM stands for Fulfilment by Merchant; in which you list item on

amazon and when you get an order, amazon notifies you along with the

shipping details of buyer whom you then deliver the product timely.FBA stands for Fulfilment by Amazon; in which you list item on amazon

and send your stock into AMAZON WAREHOUSE where amazon stores

your stock and once you get an order, amazon picks the product from

your stock, packs it in the box and delivers to the customer.





I have 20,000 USD and wants to do business on amazon. I am Pakistani

national living in Pakistan and have no experience regarding account

creation or amazon business. Can you please provide me a clear road


Product Research

We cannot sell anything we like or want on amazon as every business

rotates around 2 things;

  1. Demand
  2. Competition

Demand means;

How many people are searching for that product?

How many people are purchasing the product?

How much revenue being generated by the market by selling that

product?Competition means;

Is there any big brand whom we cannot beat in price or reviews?

Is there already price war? Means sellers are selling at very low price at

which we cannot make a good profit?

Or that market is dominated by a few sellers? (Mean only a small number

of sellers are covering huge sales while others are making a few bucks).

So keeping that in mind ENABLERS designed a criteria

whom we call Product Research Criteria. That is given

below for US and Europe Marketplaces;We use to check all the things given in the criteria but how can we?

Definitely here tools will help us, there are many tools in the market

that can be used to analyze the data of market (sellers).

2 more famous and recommended are;

Jungle Scout

Helium 10

These tools has APIs connected with amazon that pulls out the data and

show us on the screen to help us analyzing the market.

So let’s start hunting;

First we must have to understand the KEYWORD SCIENCE as this is the

game of keywords.

KEYWORDS are the phrases that describe your product or customer

need. Customer add the keyword in amazon search box like ‘Laptop Stands’ to tell amazon their need and then amazon shows them the

sellers selling the laptop stands. So what we have to hunt are the

keywords that buyers are using on amazon to search whatever they


There are few categories that requires approval if you want to sell

products that relates to them;



Health and Household


Toys and Games

Industrial & Scientific


Any Product in above categories or related to these categories will be

required certain invoices and certificates to sell on amazon, so to avoid

hassle, we do recommend to start with Open Categories.

A few detailed videos on Product Research is given below that clears

your concepts easily;

Competitor Picking

Once your product gets approved by management or your investor,

next step you do is Competitor pickup (choosing the design / offer

you’re going to sell)

Because it is an old idea to copy the existing design and start selling

with lower price as everyone is doing this so we must add value into

existing offers that can give customer a solid reason the skip others and

purchase from us.

There are few steps involve in COMPETITOR PICKING;

  1. Checking the seller with low reviews and high revenue (More than

our target revenue) on first page.

  1. Read the negative reviews to make improvements in your


  1. Plan how you are going to add value in existing offer (You may

check other markets to get an idea).

  1. Hire Patent Checker to confirm the product is not the PATENT.

What is Patent?A product patent provides exclusive right to prevent third parties from

making, using, offering for sale or selling that specific designed product.

Once you select the final design, first check the patent of the product.

Hire a third Party Patent Checker from Fiverr (Pro_usa)


Difference between Patent and Trademark?

Patent refers to a specific design of a product while trademark is the

brand name or slogan that you registers so in trademark no one can use

any product on which your brand name of logo is mentioned however

he can put his own logo or brand name on it to sell. While in patent no

one can sell the product design you registered whether there is your

logo on it or not.

Benefits of Patent:

  • No one can sell the design that you registered. So you will be the

only unique seller of that specific shape in the market that beats

the competition.

Benefits of Trademark;

No one can hijack your listing

No one can sell your product as you may report to amazon that

your registered logo/brand name is labeled on it

Amazon facilitate you by offering A+ Content Manager (Adding

images in your product description for enhancement) as well as

video option.

You may run different kind of advertisings on amazon for your




So after competitor picking we jump into the step of sourcing.

What is Sourcing?

Product sourcing is the process of finding products to sell. It means

finding reputable suppliers to buy quality products at a good price.

We prefer to go with ALI BABA as it is very convenient and efficient as

compared to others.

However there are a lot of manufacturers and distributors on ALI BABA

for millions of products so we cannot contact / trust each and every


We have a criteria of BEST SUPPLIER on Ali Baba as below;

  • Ali Baba membership: 3+ years (Seller must be on

Ali Baba since more than 3 years.·

Response rate: Must reply within 6 hours.

  • Trade assurance (Ali Baba will keep the dealt

amount and will be a guarantor for both parties so things could be smooth and trustworthy. Ali Baba

will charge 3% of the total dealt amount from the


  • Verified Supplier (Means Ali Baba has inspected

and Verified the supplier by sending his team to his


  • Get quotes on FOB or DDP terms (International

Commercial Terms)

Free on Board (FOB) –The seller must load the goods on board of the

ship, nominated by the buyer. Cost and risk are divided when the

goods are actually on board.

Delivered Duty Paid (DDP) –The seller is responsible for delivering

the goods to the named place in the country of the buyer and pays

all costs in bringing the goods to the destination.· MOQ levels should be low (Minimum Order Quantity as

we use to order 500 – 1000 pieces in start while there

could be limitation of some suppliers to order at least

5000 units etc.)

  • Should have relevant certifications related to that

product or product category

  • Payment terms: 30% advance and rest before delivery
  • Mode of payment: PayPal, Credit card, T/T, etc. via Ali

Baba Trade Assurance


For contacting the supplier we can use different templates available

on internet however the one I am using is below;


Upon contacting multiple suppliers we chose at least 3 suppliers and

orders the samples from them as well as order the product from the

competitor to compare the quality with the samples.

Which 3 we use to order samples from?The one’s whose quotation giving us maximum profit margin.

To calculate the profit margins we use AMAZON FBA REVENUE


After comparing the samples we use to negotiate further with the

supplier whose samples is the best one and place the final order via ALI

BABA trade assurance as 30% advance and rest before delivery.

Once production done, we hire INSPECTION COMPANY to quality

assurance of our inventory.

There are many companies in china that charge $200 – $300 and visit

the warehouse of your supplier to inspect the inventory as provide us a

quality assurance report as below;

If inspection gets passed, you pay the rest amount and ask the supplier

to send the inventory. If failed then ask the supplier to revise the

damaged units and next inspection will be expensed by 50% by you (Fix this before placing the order so they will be careful as they will be

getting penalty in case of any henki phenki.)



Once all done from the SOURCING, next step is to do PRODUCT


Product Listing is the process of creating the content of your product to

display on amazon and upload it on AMAZON.

Elements of Product Listing;



Brand Name




Variations (If any)

Fulfilment MethodAbove are the things that customer can see when open your product

detail page on amazon.

So to do product listing we will be required above things as well as UPC.

UPC is the product ID that you require to list any product on amazon.

So if you are using a product let’s say ‘ice cream scoop’ you will be

required one UPC that you will add into PRODUCT ID field while listing.

So first we arrange the all above mentioned elements before doing

product listing.

For the Title, Features and Description we do LISTING CONTENT


Writing the Title, Features (Bullet Points), Description of a product is

called Product Listing Content / Description Writing.

The purpose of a product description is to supply customers with

important information about the features and benefits of the product

as well as to feed amazon algorithm that what our product actually is

(By adding High SV Relevant Keywords)

An Amazon product listing performs several functions, but the two

main ones are:

Enables your products to be found in Amazon searches

Encourages shoppers to purchase your products

To achieve both objectives, it is important to optimize your product

listings on Amazon.

Product title – You can use between 150-200 characters for the title,

depending on the listing. This number has been higher before but there

are changes on a regular basis but for now, this is the current guideline.

However, Amazon recommends a length of max. 80 characters so the title is displayed in full length on smartphones as well, further, this

length is perfect for ensure a better ranking.

EXAMPLE: XOGO Ice Cream Scoop – Premium Quality Stainless Steel

Ice Cream Scooper with Nonslip Grip – Black

Bullet Points


Last but not least, the product description. It’s not that relevant in

terms of ranking, however, not optimizing it won’t make sense. Further,

it’s the perfect place not only to provide additional information, but

also to embed long-tail keywords.


Here the character limitation is 2000 characters.


 Naturally, using more

or less all of them is recommended. However, keep the sentences

rather short. Main features, benefits explained with long-tail keywords

has turned out to work best.



Images are always a key factor. High resolution, professional photos

and showing the product in different positions that’s how it is supposed

to be.

Displaying a product in use, with the package, with additional items, in

detail, etc. is what a potential customer wants to see.


A Well Optimized Listing Example is given below;


So above things are required for listing a product on amazon, however

we forgot to discuss about UPC that is a necessary thing as well for

listing your item on amazon.

Amazon UPC is nothing but a unique code assigned to each product on

the Amazon marketplace. … UPCs make it easy to identify individual

products sold on Amazon across the world. Think of it as Amazon’s

system to separate each product in its database.

There are many website that provides UPCs but make sure to choose

the correct one as amazon does not accept the UPCs of everyone.

We recommend to purchase from as we have

a better experience with this website’s UPCs.

UPC is product wise not quantity wise, Means If you are listing a

product “ICE CREAM SCOOP” and sending its 500 pcs into amazon warehouse for FBA, you will need a single UPC that will be the

identification of all 500 Units. But if you are sending different colors or

sizes of ICE CREAM SCOOP then each size and color will be required

their own UPCs that will be the actual identification.

For example 1 ice cream scoop with 2 colors variations pink and blue

will be needing 2 UPCs, 1 for Pink and 1 for Blue.

Once you make the above things ready, you start listing your product

by going into your seller central “add a product’’ menu. Below is the

complete video about how to do product listing on amazon.


Keyword Research


We discussed about Keywords above many times but what are


If I say amazon is all about KEYWORDS, that won’t be wrong.

Keywords are the phrases that describe a product OR Keywords

are the phrases that explains the customer need.Buyer opens amazon and add whatever he needs in amazon

search box as like Laptop Stands for HP. Amazon will see how

many sellers have used Laptop stands for HP in the content of

their listing (title, bullets or description) and picks the relevant

one for the buyer in search result.

So as a seller it is important for us to know all those keywords

related to our product that are being used by buyers in amazon

search box, so we can use in our content of the listing to

maximize the traffic.

For this purpose we use to do KEYWORD RESEARCH.

Keyword Research is the process of finding all the relevant high

search volume keywords by using different methods / tools.

Make sure to use always relevant keywords in your content to

avoid irrelevant traffic, means if you are selling plastic ice

cream scoop then stainless steel ice cream scoop is not your

keyword, so avoid it.

How to do Keyword Research? Below is the detailed


Backend Search Terms:

Backend Search terms are the hidden keywords you can use in Search

Terms field while doing product listing, Purpose of the BACKEND

SEARCH TERMS is to give amazon all the ‘terms’ that you are sure can

be used on amazon with your keyword. I.e. you are selling ice cream scoop so people might be using terms stainless steel, pink, large,

nonslip etc. with your product name so you may use all those words

into backend search terms field.

Amazon Backend Search Terms Guidelines

You have to learn the rules of the game so you can play better than any

other seller in the marketplace. Here are a few of the important ones:

Stay under the length of 250 bytes as specified by Amazon.

Avoid repeating words within the Search Terms field. Amazon’s

algorithm will index every keyword included in your product

listing, so no duplicates are required.

Avoid using ASINs, your brand, or other brand names in Search


Use singular or plural. No need for both, as it is a waste of


Include keyword synonyms (i.e. nappy, diaper, etc.).

Include abbreviations and alternate names.

Avoid using punctuation. Just use single spaces.

Competitor Analysis

Competitor Research is the method of finding all those keywords on

which our competitors are ranked or getting sales from.

We can use different tools for this purpose, I suggest to use CEREBRO.

Below is the method of doing competitor’s keywords analysis:

  • Amazon FBA Shipping Plan

When you’re ready to send inventory to Amazon, you begin by creating

a shipping plan. A shipping plan specifies:

The products you want to send to Amazon

The quantity of each product

The shipping method and carrier details

Whether or not you want to prep and label your inventory

yourself or have Amazon do it

Steps to do:

On the Manage Inventory page, select each product that you

want to ship. Then select Send/Replenish Inventory from the

Action on Selected drop-down menu.

On the Send/Replenish Inventory page, select one of the


Create a new shipping plan to create a new shipping plan.

Add to an Existing Shipping plan to add products to an open

shipping plan. Select an open plan from the Add to shipping

plan drop-down list.

Confirm your ship-from address. Your ship-from address is the

location where your shipment will be picked up. It may be your

home or business. If you work with suppliers, it may be from

their warehouse. To change the ship-from address, click Ship

from another address.

Confirm the packing type of the products you are shipping to

Amazon. Individual products are single products of varying

quantities and conditions. Case-packed products are multiples

of the same product packaged by the manufacturer, each case

containing the same quantity in the same condition.


Product Launch & Rank

Once your product gets activated on amazon, it means your

launching has started. Amazon takes your product into HONEY

MOON PERIOD where it requires a little consistent sale on the

keywords you want to rank and used in your content as compared to

the existing sellers. Because you do have the new release tag and

amazon realize that so he gives you this favor.

So from the very first day, we must start working on getting sales on

all the relevant keywords we want to rank on.

For a successful launch we recommend to do PPC.

Amazon PPC is an advertising model in which advertisers pay a fee to

Amazon when a shopper clicks on their ad (pay-per-click). As we

discussed amazon ranks us on any keyword on the basis of sale on it,

so when we are new seller we definitely have zero sales hence no


By running PPC we give amazon all the keywords we want to show

on in search results and amazon displays our ad in search results as

SPONDSORED against all those keywords.

Ranking of amazon sponsored ads depends upon three factors

Bid on the Keyword

Relevancy on that Keyword

Conversion History on that KeywordBid means how much you are willing to pay to amazon once a buyer

clicks on your ad to view your product page, more you bid high more

your chances will be to appear on top.

Relevancy means your product must be matching with the keyword

you are targeting, i.e. your product is laptop stand and keyword you

are targeting is ice cream scoop. Amazon won’t display your ad as it’s

totally irrelevant.

Sales history (conversion) means how many visitors converted into

buyer after clicking the ad.

Amazon sums score of all three factors and gives you a sponsored

rank on the top of the page, mid or bottom or even 2nd 3 rd page and

so on.

However, the number of sellers leveraging Amazon PPC’s potential

continues to grow significantly year over year. So, if you don’t have a

defined plan in place, it may become difficult to achieve your PPC

goals on Amazon.

There are 3 types of Ads on Amazon;

Sponsored Products – keyword- and ASIN-targeted ads similar to

Google Ad words that enable you to promote individual products

within Amazon search results and on product detail pages.

Sponsored Products are the most popular ads on Amazon.

Sponsored Brands

ads for brand building that allow brands to

promote a custom headline, brand logo, and up to 3 products in

their ad in the top spot above Amazon search results (and other

placements), with the ability to send shoppers to their Amazon

Stores page or a custom landing page on Amazon.

Sponsored Display ads

 – ads that send shoppers to Amazon product

detail pages. They deliver relevant ads both on Amazon and on

external websites to shoppers who are visiting or visited

(remarketing) specific products on Amazon.


What are the Amazon ads pricing / fees?

Sponsored Products, Sponsored Brands, and Sponsored Display ads

are purchased on a cost-per-click basis and displayed at no charge –

views or impressions are free.

You pay only when a potential customer clicks on the ad. You’re in

control of the amount that you’re willing to spend per click and

hence the amount you spend on ads.

How does the PPC auction work?

The cost-per-click (CPC) for each ad on Amazon is determined in a

so-called second-price auction. Each advertiser submits a default bid

(the maximum they are willing to pay per click) for their ad.

The highest bidder wins the highest ad position (ad rank #1) and will

also pay the highest CPC, but the highest bidder does not pay the

amount they bid.

The highest bidder pays only $0.01 more than the second-highest bid.

Does Amazon PPC improve organic rankings for my FBA and FBM products?

Yes, it can. Amazon PPC sales have a direct influence on a product’s

organic ranking on Amazon. Therefore, more sales generated via

Amazon PPC ads will have a positive effect on the organic ranking of

your FBA or FBM product.

This effect is especially important for new products. New products

generally lack a sales history, and therefore performance data, which

in turn negatively affects organic ranking. Amazon PPC can change

that by driving traffic to your FBA or FBM product listing and thereby

boosting sales as well as generating reviews to drive further


How much should I spend on Amazon PPC?

To understand how much you should spend on Amazon PPC, you

need to first calculate your profit margin before ad spend (which is

equal to your so-called ‘break-even ACoS’). Regardless of the goal of

your campaign, you will always need to calculate your product

margin first to determine how much margin you can afford to spend

on Amazon PPC.


How do I calculate my profit margin and break-even ACoS?

  • Break-Even ACoS = Profit Margin before Ad Spend

Your break-even ACoS is equal to your profit margin before ad

spend. Why? In the example below you can see that your profit

margin before ad spend is 25%. As long as you don’t spend over 25%

on PPC to promote your product, you won’t lose money.

Gul Ahmed

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