©2008AmazonServices
WebStore by Amazon
TRAINING MANUAL ver. 0.9
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WebStore by Amazon: Training Manual
WebStore by Amazon provides a powerful suite of tools to help you create, customize and maintain an e-
commerce WebStore to sell your products. Whether this is your first online store or you have been selling
online for years, you will find WebStore by Amazon to be comprehensive yet easy-to-use. The following
modules will walk you through setting up your account, customizing your WebStore and all the way to
using the advanced management features in Seller Central.
What you will learn:
Module 1: Setting up a WebStore
Module 2: Creating a WebStore
Module 3: Customizing your WebStore
Module 4: Categorizing products
Module 5: Adding Products to your WebStore
Module 6: Launching your WebStore
Module 7: Marketing your WebStore
Module 8: Processing Orders
Module 9: Reporting
Module 10: Advanced Features
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Module 1: Setting up a WebStore
Creating and managing a WebStore is easy with our intuitive
wizards and account management options.
Registering for WebStore
Merchants can register for WebStore by visiting
http://webstore.amazon.com
and signing up:
1. Using their existing Amazon Seller Community Account,
2. Using their existing Amazon.com Customer Account, or
3. By creating a new Seller Account
Entering Account Information
When registering for WebStore merchants are prompted to walk through a six step process.
1. Enter Business Name as it should appear on the store
2. Enter Business Address
3. Enter Credit Card Information
4. Complete Identity Verification (by phone)
5. Review information
6. Submit and log in to Seller Central
Once in Seller Central you will want to click on the WebStore Design tab to get started.
Getting Help
WebStore provides a number of options to help merchants learn about the product and the process:
• WebStore Quick Start Guide
• WebStore Merchant Manual
• Contextual Help – Inline help on all the pages
• Seller Central Help Center Video Tutorials
Contact Us
To get help from our support team, merchants can user our Contact Us form in Seller Central. The
merchant will then be contacted by Amazon’s technical account management team and/or the WebStore
Product team.
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Module 2: Creating a WebStore
Now begins all the fun! WebStore provides two different
methods to help you create a WebStore:
• 1-Click WebStore
• WebStore Setup Wizard
1-Click WebStore
Use the 1-Click page to specify a short series of settings
and create your own 1-Click WebStore.
• Select a Theme
• Select a Style
• Provide Store Header Image
• Select Products from Inventory or add Amazon Products
• Enter Associate ID to Earn Referral Fees (optional)
WebStore will produce an on-screen progress bar indicating the status of your store creation. You can
also choose to have an email sent to you when the process is complete.
WebStore Setup Wizard
The Setup wizard guides you through a six step process to create your WebStore. These steps are:
1. Enter Company Information
2. Category Structure – specify the categories
3. Review/Edit Category Structure – assign products
4. Choose a Theme
5. Review/Edit Theme – edit the design
6. Preview/Publish
Note: Once you have completed the 1-Click or WebStore Setup Wizard process you can still
customize your store at any time by visiting the WebStore Design tab in Seller Central.
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GettingHelp
FordetailedhelpontheWebStoreSetupWizard,visit:
https://sellercentral.amazon.com/gp/help/51741
Fordetailedhelpwiththemes,visit:
https://sellercentral.amazon.com/gp/help/51881
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Lab 1: Creating a 1-Click WebStore
Let’s walk through the steps of creating a 1-Click WebStore. First sign into Seller Central and
select the WebStore Design tab. Click Create a New Store. You will be prompted with the 1-
Click WebStore screen.
1. Select the Natural Theme from the Theme dropdown list.
2. Select the Blue Style for your WebStore.
3. Enter a name that will appear at the top of your WebStore. If you would like to upload a
custom image, choose Use an Image I Provide and select that image.
4. Select Categories and/or specify Keywords.
5. Click the 1-Click WebStore button.
6. Your WebStore will now be created and a progress bar will keep you up-to-date on the
status.
Note: Once you have completed the 1-Click process you can customize your store at
any time under the WebStore Design tab in Seller Central.
Notes
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Module 3: Customizing your WebStore
It’s time to be creative. WebStore only has one limitation
when designing your store: your imagination! With the
power to add custom CSS, Flash, and many other
preloaded widgets to your WebStore you can create the
perfect WebStore for your business.
Customizing your WebStore includes:
• A comprehensive Template Manager to easily
design various pages of your WebStore
• The abiltity to add custom tags and content to
your WebStore, such as CSS, HTML, Images
and Flash.
• Simple widgets to make designing your store
easy.
• The ability to optimize for search engines.
Template Manager
The Template Manager provides a robust set of
templates and tools to help you design the perfect
WebStore. Here you can customize the appearance of
your store pages and create content pages. You can
also optimize your pages for search engines by adding
your own title, keywords and description tags.
Widgets
WebStore provides the following widgets:
• HTML widget – to add your own text or scripts
• Menu bar – to create a custom menu bar using your store pages and categories
• Constant Contact – to add constant contact to your WebStore
• Category – to create a section with specific category of products
• Product – to create a section with specific products
• Product Recommendation – to create section for recommended products
• Image – to add an image
CSS
Customize the appearance of your WebStore, by adding your own custom CSS or by overriding the
existing CSS tags for the template.
Flash
Easily embed Flash by using the HTML/Custom Script widget. You can upload your Flash files using the
image upload link in the File Menu.
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GettingHelp
TolearnmoreaboutworkingwiththeTemplateManager,watchthisshortvideo
http://g‐
images.amazon.com/images/G/01/webstore/help/video/TemplateManagerOv erview/TemplateM
anagerOverview._V46504733_.html
To learn more about some of the widgets, check out these videos:
• Image Widget: http://g-
images.amazon.com/images/G/01/webstore/help/video/HowToUseTheImageWidget/HowTo
UseTheImageWidget._V45004116_.html
• HTML Widget: http://g-
images.amazon.com/images/G/01/webstore/help/video/HowToUseTheHTMLWidget/HowTo
UseTheHTMLWidget._V44993139_.html
• Menu Bar Widget: http://g-
images.amazon.com/images/G/01/webstore/help/video/HowToUseTheMenubarWidget/How
ToUseTheMenubarWidget._V45003859_.html
• Product Widget: http://g-
images.amazon.com/images/G/01/webstore/help/video/HowToUseTheProductWidget/How
ToUseTheProductWidget._V46499182_.html
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Lab 2: Create a Custom WebStore
This lab will familiarize you with Template Manager by specifying a series of small tasks.
1. Go to the Template Manager
2. Upload a header image for your WebStore
3. Replace the header image in your design with this image
4. Override the class name wba_main_table to have a width value of 95%
5. Use CSS to hide the footer links on the page
6. Preview your WebStore
Notes
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Module 4: Categorizing Products
The Category Manager helps you define the categories
for your WebStore and assign products to them. This
can be a combination of the merchant’s products and
Associates products.
Products must be in the catalog for them to be
searchable, browsable, or recommended on the
WebStore.
Step 1: Manage your Categories
Step 1 of Category Manager allows you to easily add, remove, edit and rearrange categories.
Step 2: Assign Products to Categories
There are 5 tabs in Step 2 of Category Manager
1. My Products: This tab displays all merchant’s products.
2. Unassigned Products: This tab displays all products that are not currently assigned to a
category.
3. Category: This tab displays products in the selected category. You can change the category
using the breadcrumbs.
4. Search: This tab allows you to search for products based on keyword. You can also search for
Amazon Associates products using this tab.
5. Associate Products: This tab displays all Amazon Associates products in your catalog.
6. Excel Upload: This tab allows you upload an Excel file with your product to category mappings.
In each of these tabs you can use the Export to Excel link to generate an Excel file with products in a
given tab.
Associates Products
Associates products are a valuable tool to help merchants increase their product selection. Merchants
earn referral fees for selling Associates products.
Note: Your site must be published in order for your Category Manager changes to be visible on
your WebStore.
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GettingHelp
TolearnmoreaboutCategoryManager,watchthisshortvideo
http://g‐
images.amazon.com/images/G/01/webstore/help/video/HowToAddProductsToACategory/HowToA
ddProductsToACategory._V44991355_.html
TodownloadacopyoftheExcelUploadtemplate,visithttps://storeadmin.amazon.com/iws‐
merchant/uploadGetTemplate.htm?uploadType=productCategoryMappings
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Lab 3: Categorizing a Sample Product
This lab will walk you through the steps on assigning in the Category Manager.
1. Navigate to the Category Manager under the WebStore Design tab
2. Add a New Category
3. Enter a name for your Category
4. Use the Search tab to find 5 items from the Amazon catalog
5. Assign these 5 items to the new category you created
Notes
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Module 5: Adding Products to your WebStore
WebStore provides multiple methods for adding products
to your WebStore Catalog. These include:
• Create an item by finding it in the Amazon
Catalog
• Create a completely new item
• Use Excel Spreadsheet to do bulk uploads
• Use XML feeds
• Use the Amazon Seller Desktop application
Inventory Tab in Seller Central
Seller Central provides an Inventory tab that allows you to:
• Search for products in your inventory.
• View existing products in your inventory.
• Edit products in your inventory.
• Remove products from your inventory.
Find it On Amazon
Search the Amazon catalog in the Inventory tab to find products sold on Amazon that match your item.
Now use the matched product to enter your own item information:
• Search the Amazon catalog to find your item (e.g. “ipod touch”)
• Select Sell Yours
• Enter your Product Details (Condition, Sale Price, SKU, other details)
• Click Save and Continue
Your item is ready for sale on your WebStore!
Create a Single Product
Add your own products by selecting the Item classification and then entering product details (Condition,
SKU, Sale Price as well as other additional details). Seller Central walks you through this four step
process:
1. CLASSIFY: Classify the product category (e.g.: golf balls).
2. IDENTIFY: Select Golf Balls and then Standard Golf Balls.
3. ADD DETAILS: Upload a product image and enter details.
4. SELL: Enter condition, sales price and other information.
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Upload Multiple Products
A series of options are available to help you upload multiple products at once.
• Excel Template files are available through Advanced Features > Upload Inventory File.
To use the Excel Template:
1. Download the Excel template
2. Enter all required product information
Use the Item Classification Guide (ICG) to specify ItemType, Target Audience,
UsedFor, OtherItemAttributes, SubjectContent
• Simple Object Access Protocol (SOAP) allows you to call API’s from a remote server to send
and receive inventory data with Amazon.
• Amazon Merchant Transportation Utility (AMTU) works as a desktop application to post files
and receive reports about your inventory. This program runs behind the scenes and syncs data
periodically.
Amazon Seller Desktop
This free downloadable software package allows you to list products and manage inventory in bulk from a
simple to use interface.
GettingHelp
TolearnmoreabouttheInventorytab,visithttps://sellercentral.amazon.com/gp/help/551
.
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Lab 4: Add a new Product
Use this lab to learn how to add a simple new product to your inventory.
Find it on Amazon and list yours
1. Go to the Inventory Tab
2. Select Add a Product
3. Search for a Product
4. Find your product in the results
5. Select Sell Yours
6. Add required information.
7. Click Save and Continue.
Notes
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Module 6: Launching a WebStore
Now that you have created your store and added some products, it’s time to publish your store. There are
two areas to be familiar with: Publishing your Site and Setting your DNS.
Publish WebStore: Allows you to publish all the changes to either a preview or public domain name. By
default your store will be published as a subdomain of amazonwebstore.com. Your three available
publishing options are:
1. Publish changes to template and categories
2. Publish new items
3. Publish changes to existing items
Setting your DNS: DNS settings must be changed in order to publish to a public domain. To configure
DNS settings for your WebStore:
1. Enter your public domain on the Launch Store page
2. Visit the help docs for detailed DNS instructions
3. Add 2 A records and 1 CNAME record as instructed in the help docs
4. Save your settings and publish your WebStore
5. It may take several hours to days for your DNS change to propagate depending on your Domain
Registrar
GettingHelp
Tolearnmoreaboutpublishingyourstore,viewthisvideo
http://g‐
images.amazon.com/images/G/01/webstore/help/video/TemplateManagerOv erview/TemplateMa
nagerOverview._V46504733_.html
TolearnmoreaboutDNSandWebStore,visit
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Module 7: Marketing your WebStore
WebStore offers a series of integrated
marketing and optimization tools to help you
promote your WebStore under the Traffic
Management tab.
These options include:
Email Management
Constant Contact allows you to create email
campaigns and newsletters. This service can
be integrated directly into WebStore through the Constant Contact widget in Template Manager.
Page Redirect Management
Setup 301 Redirects to allow for improved search engine indexing and update old versions of URLs. This
can be managed by via an Excel upload.
Selling additional Products
Signup for an Amazon Associates Account and enter your ID to earn commissions on Associate orders.
Google Sitemaps
Sign up for a Google Webmaster tools account and verify your WebStore. Once completed you will
receive a verification number to enter to receive your Sitemap.xml file to upload to your WebStore.
Google Analytics
Create a Google Analytics account and enter the code that is provided. You can also enable E-commerce
tracking.
Froogle Feeds
WebStore automatically creates a Froogle feed when you publish your store to a public domain. You can
also download your Froogle feed and use it for submission to other shopping engines.
GettingHelp
TolearnmoreabouttheMarketingFeatures,visithttps://sellercentral.amazon.com/gp/iws‐
merchant/marketing.htm/104‐1039896‐7259116.
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Module 8: Processing Orders
Now that you have made some sales on your new WebStore, it’s time to manage the orders. The Orders
tab in Seller Central provides the resources to review, update and manage orders:
1. Search for an Order.
2. Confirm shipment of your order.
3. Receive settlement for your order.
4. Download a settlement report for your orders.
Other order management tasks that can be completed are:
1. Cancel an order that has been placed.
2. Adjust an existing order (decrease order price, issue free shipping)
3. Issue a refund
GettingHelp
TolearnmoreaboutOrderManagement,visithttps://sellercentral.amazon.com/gp/help/131
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Module 9: Reporting
Seller Central provides the following reports to help manage your online business:
Seller Performance Report
1. Orders
2. Shipments
3. Refunds
4. Customer feedback
5. A-to-Z claims
Site Metrics Report
1. Best selling items
2. Units ordered by day
Payments Report
1. Order payments
2. Refunds
3. Chargeback’s
4. A-to-Z claims
5. Filter by date
6. View payment details
7. Shipments
8. Refunds
Settlement Report
1. Amazon gives you money
2. Settlement report details the sources of
the money
3. Order total
4. Fees
5. Tax
6. Shipping
7. Gift wrap
8. Promotion value
9. Etc
Inventory Report
1. Quantity in stock for each item
2. ASIN and SKU so it’s a good source of
that association when necessary
Order Report
1. Order info for each order
2. Items purchased
3. Shipping info
4. Buyer info
5. Gift wrap info
GettingHelp
TolearnmoreaboutReports,visithttps://sellercentral.amazon.com/gp/help/171
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Module 10: Advanced Features
A series of advanced features are available for merchants to help increase traffic and increase sales.
Promotions Manager
The Promotions Manager allows you to create promotions and apply them to your products. To create a
new promotion:
1. Pick a Type of Promotions. The available options are-
• Fixed Amount Off (e.g.: $5.00 off any product)
• Percent Off (e.g.: take 10% off golf balls)
• Free Shipping
• Free Product
• Tiered Pricing
• Fixed Price
2. Specify the Items that Qualify for the promotion.
3. Set the products that promotion applies to.
4. Provide any additional details about the promotion.
5. Review your new promotion and submit it.
Manage Product Lists
Create product lists to group items for which you want to apply promotions. Create any of the following list
types:
• Product Type Name List
• Supplier Department Code List
• SKU List
• GL Product Group List
• Brand Name List
• Advanced Product Selection
• Browse Node Id List
Gift Wrap
Offer gift wrapping and gift messaging for products on your WebStore. Set up this feature by:
1. Navigating to Settings > Gift Options
2. Select your options, Gift Wrapping and/or Gift Messaging
3. Specify the length and number of lines for Gift Wrapping Messaging
4. Define up to 4 gift wrapping options, buyers can choose from
5. Click Submit
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