Amazon WebStore Training manual

Brand: Amazon

Model: WebStore

Type: Training manual

©2008AmazonServices 

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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

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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GettingHelp

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FordetailedhelpontheWebStoreSetupWizard,visit:

https://sellercentral.amazon.com/gp/help/51741

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Fordetailedhelpwiththemes,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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GettingHelp

TolearnmoreaboutworkingwiththeTemplateManager,watchthisshortvideo

http://g‐

images.amazon.com/images/G/01/webstore/help/video/TemplateManagerOv erview/TemplateM

anagerOverview._V46504733_.html

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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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GettingHelp

TolearnmoreaboutCategoryManager,watchthisshortvideo

http://g‐

images.amazon.com/images/G/01/webstore/help/video/HowToAddProductsToACategory/HowToA

ddProductsToACategory._V44991355_.html

TodownloadacopyoftheExcelUploadtemplate,visithttps://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.

GettingHelp

TolearnmoreabouttheInventorytab,visithttps://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

GettingHelp

Tolearnmoreaboutpublishingyourstore,viewthisvideo

http://g‐

images.amazon.com/images/G/01/webstore/help/video/TemplateManagerOv erview/TemplateMa

nagerOverview._V46504733_.html

TolearnmoreaboutDNSandWebStore,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

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.

GettingHelp

TolearnmoreabouttheMarketingFeatures,visithttps://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

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GettingHelp

TolearnmoreaboutOrderManagement,visithttps://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

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GettingHelp

TolearnmoreaboutReports,visithttps://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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Amazon WebStore Training manual

Amazon WebStore Training manual

Amazon WebStore Training manual

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