Influex Michael

How to Keep Amazon Off Your Listing

Let’s face it: No one really wants competition. Even more to the point, no one wants competition from the biggest, baddest competitor in the game! So, is this something that can be prevented?

Not always, but it’s definitely possible.

The primary thing we have to remember is WHO Amazon is. Why does Amazon do the things they do? Who does their policy serve?

Amazon’s focus is and always has been customer experience. More than anything else they want to deliver massive value and a seamless shopping experience to their customers. They aren’t a true profit-driven company, they are customer-driven. There was a famous example of this with Amazon cloud computing. If I recall correctly they lowered their price more than thirty times over a couple of years, during a period where they had no competition. They weren’t trying to make more money (as they were the defined market), instead focusing on delivering a better value to their customers.

Amazon is famous for losing money while making their customers very happy. Many of us KNOW and SAY that, but, it’s almost like the statement loses relevance when it applies to us. It’s as if blinders cover our eyes when Amazon’s commitment to the customer experience comes at our expense.

Here are the reasons I believe Amazon retail targets products to carry them.

1.) Your Price is too High.

Amazon doesn’t care about your profits.

They want you to be successful (in the abstract) as that can deliver great value to their customers. However, your success cannot and will not come at the expense of the customer experience.

I believe it is important to understand this: Amazon makes more money when you sell a product than when they sell a product. It makes much more sense for them to allow you to be the seller, because:

  • If they carry a product, they carry debt.
  • Products are risk, whereas your sales are guaranteed profit.
  • Their retail margins are razor-thin

I will repeat, they aren’t profit-driven. Why do you think they don’t sell that super hot toy for more than retail at Christmas? They know it sells at that price (they literally have ALL of the data to support it), but, they care more about making sure customers are happy.

If your prices don’t create a great customer experience, they will find the product and compete with you. This is SOLELY to force you to become better and be more competitive.

Oftentimes we lose sight of the game Amazon is playing, as our focus is solely on being competitive within the Amazon marketplace, but it’s important to keep in mind they aren’t only looking at how you stack up to other competitive sellers (competitive sellers are simply a tool to control prices), but they are comparing you to the world of retail.

For example, if you sell a product for $25 and that same product is available from Walmart at $15, they will be trying to source the product. This happens because Amazon’s goal is to be the first choice for shoppers. They want to provide customers with the best deal and best experience possible, as they realize providing those things makes people want to come back over and over.

2.) Your Stock Levels are Inconsistent.

If you consistently run out of a product, that creates a poor customer experience. Even if your price is competitive, it doesn’t help if customers can’t buy it.

Look at it from this perspective: if a customer comes to purchase a product and that product isn’t in stock, Amazon loses a sale, but more importantly, it trains customers to look elsewhere, which Amazon can’t have.

Your goal should be to provide consistent stock and replenish your product to meet demand. If you can’t – they will. They want customers to always be able to find products and find them at great prices.

3.) Poor Product Prep.

If Amazon identifies a higher than expected return rate, it is assumed you are failing to properly prep and ship your products.

Returns create a poor customer experience and having a high return rate will prompt Amazon to source your products.

Amazon’s focus is on providing value to their customers. When they start carrying products, it isn’t to target you. On the contrary, it is likely you have fallen short in one of the three areas mentioned, or possibly in some other way they believe promotes a worse shopping experience than they can provide. If you want to prevent Amazon from jumping onto your SKUs, make your focus the customer experience. Go above and beyond the minimum expectations:

  • Price your products competitively (look for ways to improve your sourcing practices and lower your associated costs)
  • Make sure you send your products well protected (follow the Amazon prep guidelines to make sure your products can survive the online sales process)
  • Streamline your restocking process (make sure your stock is sufficient to meet customer demand).

Amazon wants to challenge us to be better retailers, to focus on what actually matters, and provide that level of care to their customers. That means we have to take responsibility for our actions and realize we control our own destiny. More often than not when Amazon jumps on a product it’s because we fell short in our attempts at being a great retailer.

I think the ability to control your own destiny is comforting. While sometimes it means we have to take responsibility for some of the bad things that may happen in our business, it also means we have unlimited potential in growing it.

Before I shut this article down, I want to dispel a myth. We receive this question all the time: Should I send my products directly to Amazon, or will they steal my source? First, the thought of Amazon stealing your sources is preposterous. If you truly believe that is possible, you give yourself far too much credit.

When your products are shipped to Amazon:

  1. Stock checkers could not care less where products come from. Their metrics are centered around speed and accuracy. If they stopped to check your boxes, they would be fired within the week.
  2. If you think a company, especially one with all the resources Amazon has, could not find and source your product…you are sorely mistaken. They have hundreds, possibly even thousands of buyers and product researchers. Even if you are better than all of them individually, you aren’t better than the “army” of them.

Instead of concentrating on this, focus on delivering value. Focus on improving your craft, and focus on operating above the minimum acceptable standards. If you do those things, you will have a much better time selling on Amazon.

I will say this has happened to us six times, in just over three years of wholesale sourcing. We were carrying a product and doing well, then Amazon came onto the listing. I believe the realization that this was our company’s fault for failing to deliver the Amazon standard has made us better sellers for the other incredible products that we carry.

Accept responsibility. Relentlessly pursue perfection. Deliver the ultimate customer experience.

Making Changes to any Amazon Listing

Many sellers hold a misconception about who is able to make changes to an Amazon listing. The confusion comes from the belief that only the page creator is able to edit the listing, but this isn’t the case. You have the ability to make changes to any listing on Amazon.

But why would you want to make changes to the details of an Amazon listing?

A product’s details page has a great effect on the number of units that the product will sell. Pages with too few or low-quality photos, absent or poorly written bullet points, or product descriptions will never convert as well as pages with high-quality photos and well-written copy.

Everything from the title, to the images used for a listing, has a huge impact on revenue. So, what happens when you’re selling a product that has a less than ideal page on Amazon? YOU can take action to improve those listings.

Today, I’m going to teach you how!

To understand who is able to make changes to a page, we must first understand how Page Ownership works.

Page Ownership

When a product page is created by any seller, the listing becomes a part of the Amazon Catalog. Pages in the Amazon Catalog are intended to be permanent features on, used by all future buyers and sellers.

The creator of a product page is responsible for the details of its initial content. However, page creators are not identified as page owners on Amazon.

You Can Edit Any Amazon Listing

As you know, most product pages offer the listed product from multiple sellers. Allowing multiple sellers to share the same listing helps Amazon have an organized site with a uniform product presence and offers greater convenience to customers.

But what does it mean for the individual listings? Who decides what information to provide, and who implements changes when they’re necessary?

The information displayed on any given Amazon product page comes from multiple seller’s contributions. A seller can add to or change the product information of an existing item in Amazon’s Catalog, after which an automatic decision is made about what information is applied to the listing.

Because Amazon allows many contributors to each listing, their system combines information provided from several sources to create the best possible product page. A page you created may show information that you did not contribute. In some cases, you may have limited access to pages that you created (more on that later).

Just know that you can edit any listing on Amazon. Here’s how:

Editing Your Inventory Items:

  1. Navigate to Manage Inventory
    • a. Show my Inventory
      •  i. Active
  2. Locate the listing you wish to edit
    • Actions Link
  3. Edit Details
  4. Tabs at the top of the page will allow you to add, edit, or change the listing’s contents.
  5. Save and finish.

From Seller Central, navigate to “Manage Inventory”, “Show my Inventory” and select “Active”, to see your active inventory. Then you’ll want to locate the listing that you wish to edit, and click “Action Link.” From here you’re able to add, edit, or change the listing’s contents. Tabs at the top of the page will help you select which actions you’d like to perform.

Make sure to save before you go!

To Edit a Listing’s Condition Type, Follow These Steps:

  1. Manage Inventory
    • a. Show my Inventory
      • i. Active
  2. Find the listing you want to edit, and click the Actions link next to that item.
  3. Add another condition
  4. Add your updated condition information
  5. Click “Save” and finish

To Edit Price and Quantity Information, Follow These Steps:

  1. Manage Inventory
    • a. Show My Inventory
      • i. Active.
  2. In the Your Price and Quantity columns, type your updates directly into the text boxes.
  3. Click Save.

Adding Product Images:

Listings must have 1 Main Images and may have up to 8 alternative images. Images can be added when the product page is created or any time after.

To Add an Image to an Existing Listing:

  1. On the Inventory Tab select Manage Inventory
  2. Click the Edit button on the right of the listing you wish to edit
  3. Select Manage Images from the drop-down menu
  4. In the new window, click Browse File for the first empty image area.
  5. The Main Image is labeled in the top left corner.
  6. Select an image from your computer and click Open
  7. Click Upload Images to add your image to the listing

To Add an Image to a New Listing:

  1. In Manage Inventory, click Add a Product
  2. Click Add Images
  3. In the pop-up, click Browse File for the first empty image area.
  4. The Main Image is labeled in the top left corner
  5. Select an image from your computer and click Open
  6. The image path appears below the Browse File button for that image space.
  7. Click Upload Images to add your image to the listing

What Happens When You Can’t Edit? (Hint: you still can!)

In the case that you cannot edit a page (that you created or otherwise), first, confirm that you’re using the correct ASIN. If you’re still unable to correct the listing, another seller has Detail Page Control for that product, and editing permissions have been re-assigned to them. This is often Amazon, but could also be another seller. There are various reasons this could happen, but it usually applies to Brand Registry, in which brand owners have limited the ability to edit their listings to ensure control over their brand image.

This doesn’t leave you without hope of making alterations to the listing. Under these circumstances, simply send your corrections to Seller Services using the Contact Us form (see Case Creation Method for more details)

Case Creation Method

  1. Home – Seller Central
  2. Navigate to Help
    • Contact us
    • Selling on Amazon
    • Products and Inventory
    • Product Page Issue
      • Fix a Product Page
  3. Find a Product to Update
    • Search by ASIN
  4. Choose Attribute to fix – Select from Dropdown
    • e.g. Product Description
  5. Why should we use your updates?
    • A link to an authoritative website is ideal here. An authoritative website could be the manufactures page or a retailer’s page. Also, include a bit of information as to why the edit is needed.

From the Homepage of Seller Central, navigate to Help, select “Contact Us”, and for the reason choose “Selling on Amazon”, and then what your issue is, which is “Products and Inventory” and “Product Page Issue”, and finally “Fix a Product Page”.

From there you will be prompted to Find a Product to Update. Search for the product you wish to update with its ASIN. After that, you’ll select from the dropdown menu which attribute you wish to correct (e.g, Main Image, Product Description).

Once you’ve entered the changes, the last part of the process is a question asking why your updates should be accepted. You’ll need to explain why your contributions are justified. A link to an authoritative website (brand owner site or retailer) is a great benefit at this point!

If you don’t have a link to an authoritative website, briefly describe why the changes you’ve made are needed.

That’s It!

The majority of alterations made to a product’s information will appear on Amazon within minutes. However, Product Descriptions of greater than 500 characters typically aren’t updated until after 8:00 AM the following day and images may take up to 24 hours to be updated.

Now you know that you can edit any listing on Amazon, and know exactly how to do this. I can’t wait to hear your comments as you use this knowledge to optimize your listings and watch your revenue increase!

Wholesale Case Study: Amy S.

The following is the inspirational story of Amy. Amy went from being a single mother living on welfare and food assistance to generating $25,000 per month in sales in less than a year.


Amy dreamed of being a mother since she was a little girl. When she got married, she wanted nothing more than to start a family as soon as possible.

After trying and trying again, she was diagnosed as infertile.

She was devastated but decided to use this as a learning experience and as a tool to help other people who had similar struggles. About a year after her diagnosis, she became certified as a fertility care practitioner.

As part of her certification, she was required to attend school for ultrasound training. It was during this training, roughly 3 years after her diagnosis of infertility, she experienced her miracle.

She was pregnant!

This was the greatest blessing she could have ever received, but it was obviously unexpected.

Soon after the birth of her son, her family began to struggle financially to keep up with their changing circumstances.

Things got dark for a while. Amy and her husband lost their home to a bank foreclosure. Soon after they went bankrupt and were forced to relocate back to her hometown, where she could afford rent.

After the relocation, it was clear their marriage was broken. It wasn’t long before divorce proceedings began.

All of Amy’s life she had dreamed of being a mother. Now she found herself a single mom, struggling to provide for her miracle son.

The thought of going to a day job and missing the milestones of his early life was heartbreaking, but she knew that she wanted to provide the very best for him. She was faced with the challenge of earning enough income to provide for him while still being a part of his life.

One night while her son was napping she saw an advertisement for The Wholesale Formula and believed, “this is it!” This was the thing that would allow her to earn the income she needed to provide for her son and allow her to stay home with him.

She borrowed money from family for the course and for the initial inventory she required. She worked very hard at first, calling companies and sourcing products while her son slept. She nearly abandoned sleep herself. She scheduled out her day to create room for her business to grow while still spending time with her son.

Within a year of taking the Wholesale Formula, she was generating over $25,000 in sales per month, all wholesale, working while her son napped.

From desperation to $25k a month in less than a year!

The benefits of TWF don’t end on Amazon. The opportunities it teaches you give the income to leverage for other goals.

Amy is now working on a Family Fertility Program that is exclusively long-distance so she can help others that struggled like she did.

Amy says that without the opportunities she discovered thanks to TWF, she would have never been able to realize this dream!

You can hear the story straight from Amy here:


Wholesale Case Study: Joshua Blake

The following is the inspirational story of Joshua Blake. Joshua started selling online to pay off medical bills, but that Amazon side project eventually turned into a multi-million dollar wholesale business.


Joshua Blake has always put his faith and his family first. His wife and children are the most important people in his life, and he loves nothing more than being able to spend time with them.

In 2013, the Blake family was given an unexpected challenge. Out of respect and privacy to them, I won’t get into the specifics, but the Blakes found themselves with new recurring medical expenses. To further that burden, Joshua’s wife Elizabeth left her job as an elementary school teacher to stay home and provide support in this time of need. Joshua had no choice but to find a way to earn extra income to bridge the gap this created.

He began selling items on eBay. After working his day job, he spent nights traveling to various department and thrift stores purchasing discounted clothing and other retail products. After purchasing the items, he had to photograph each one and create an individual listing on eBay. He found that he was able to generate enough extra income to cover the medical expenses, but the tradeoff was his family life.

In addition to working a full-time job, he was putting in another 40+ hours locating items to sell, creating listings for each item, preparing each item for shipment, and actually shipping them.

His children started to become strangers to him, as he only saw the highlights of their lives. He was there for school plays and sporting events, but was heartbroken when he realized he didn’t know his son’s favorite show; he was working too much.

He was determined to find a way to earn enough money to support his family without working so many hours. After researching the best eCommerce strategies, he tried wholesale for the first time in January of 2015. He struggled but understood this was the natural progression of his online business.

Joshua instantly saw the potential of wholesale, but he was treading unfamiliar ground. He knew to perform to his highest ability, he needed guidance. He began seeking a mentor. In the summer of 2015, Joshua discovered The Wholesale Formula.

He enrolled in the course but felt overwhelmed by time constraints. Between his day job, his eBay job, and trying to be an active part of his family life, he didn’t know where he would find the time or energy to dedicate himself to The Wholesale Formula.

Joshua knew that it was time for a change and that change requires sacrifice. He began getting up at 4 am to study The Wholesale Formula before going to work.

In July of 2015, he began implementing the methods taught in The Wholesale Formula. By October of that year, he had replaced his eBay income, while cutting his workload in half.

He emerged from the fog of exhaustion and overwork to again be a daily part of his wife and children’s life. His free time and income allowed him to do the things that he had always wanted to do:

Backyard barbecues and star gazing on the trampoline.

6 months after taking the Wholesale Formula, his sales were over $50k a month.

Within 2 years, they were above $180k a month.

His business has not only sustained these levels but continues to grow every quarter.

He now has more time to spend with his family. Instead of just being there for the highlights, he gets to enjoy everyday life with his kids, forming meaningful memories they’ll carry with them forever.

Josh’s Amazon business is so successful now, it has opened up the opportunity for him to begin investing in real estate. Without the income fluidity afforded to him by operating his own business, he would have been unable to do this.

If you told Joshua in 2015 he would have a multi-million dollar business, he would have thought you were crazy!

Nowadays, Joshua makes more money than ever before, works fewer hours, and spends more time with his wife and children.

You can hear the story straight from Josh here:

Fighting Fake IP Claims

If you have been selling on Amazon for the past year, you know exactly what I am talking about. Even if you haven’t received one of these, you’ve no doubt heard about them. Today, I want to bust a few myths with IP claims, as well as give you a plan for how you can resolve these.

First, I want to give a warning here:


Now that we understand I am not an attorney I want you to understand my goals, as they are two-fold:

  • I want to give you a framework for resolving these complaints without an attorney, where possible.
  • If you have to use an attorney, I want to make their job easier.

Our methodology in resolving these complaints is much like Amazon’s. We don’t pretend to know the validity of any claim received. We don’t assume to know if it is “bogus” or “completely legitimate”, and frankly aren’t qualified to determine that. Amazon mirrors a similar approach. They DO NOT review claims to see if they are legitimate, they simply remove the seller from the listing and ask them to resolve the issue with the brand.

When Amazon removes you from the listing, this is NOT a punishment. They aren’t saying you are guilty, they are removing you because they don’t want liability in the instance you are guilty. If you choose not to resolve the complaint (or accumulate more of them) this can get you suspended as it appears to Amazon you are intentionally breaking the rules. So, the most important thing is when you get a complaint – resolve it!

One caveat to this: if this initial complaint resulted in a suspension the process will work differently, and our suggestion would be MUCH different. If that is the case for you, I advise skipping ahead to section 4b, as that would be our suggestion for resolving the issue.

In the instance that we received a complaint, this would be the course of action we would follow:

1) In the Amazon infringement e-mail, they tell you who you should contact to resolve the complaint, here:

2) We suggest contacting that person, with the following message:


We are a retailer on Amazon (our store name is _______), and we recently received a complaint regarding IP Infringement.

I can absolutely assure that we only had the best intentions, and weren’t aware of any restrictions with selling your product. All of the product that we sold was authentic and procured from legitimate sources, and I have attached our [receipts/invoices] for your convenience.

Our concern is these complaints affect our account and standing with Amazon, and therefore we would love to resolve this with you.

If this complaint was issued in error, we would appreciate if you could issue a retraction of the claim to the following addresses: &

If this claim were intentionally filed, we are happy to work with you and address any concerns that you may have.

Thanks again,

[Your Name]”

As you would imagine, this can have two different outcomes. One where they respond, and one where they do NOT respond.

3a) If you receive no contact back, re-send them the same message three days later with the opening line of:


I emailed you regarding this three days ago on [INSERT DATE] and have received no response.

… [insert email above]”

3b) If you receive a response, and they are simply trying to limit the sellers you have a couple of options. One option is telling them you will no longer carry the product if they would retract the claim.  The other is to contact an attorney directly and discuss your legal options.

This is the email that I would personally send (if the product didn’t mean very much to me):


Thank you for responding, and I definitely understand your concerns.

As I had previously mentioned, we had no ill intentions with your brand, and all of our products were authentic and purchased through legitimate sources.

We are happy to refrain from carrying your products in the future without your direct authorization.

That being said, we would ask that you remove the complaint as it is negatively impacting our business.

You can do so by contacting these addresses: &


[Your Name]”

4a) If you receive no response after two more days, I would contact,, and with the following message.


Thank you for previously notifying us about the complaint you received for an Intellectual Property rights violation on the following ASIN [INSERT ASIN]. We take all of these complaints very seriously, as well as our standing with Amazon.

When we received the notification from you, we reached out to the email address provided by Amazon on [insert date]. I have attached a screenshot showing that email, as well as the time stamp for when it was sent.  We did not receive a response to that initial inquiry and sent them follow up correspondence on [insert date]. Likewise, I have attached proof of that message and time stamp to this email as well.

Also, for your convenience I have attached our [receipts/invoices] for the products, so you can verify that the products we were selling were authentic.

We would ask that you remove this strike from our record. We have reached out to the email address provided and tried to resolve the complaint several times (as we have shown here), and the company clearly has no interest in working with us to resolve it. We personally believe this to be a non-legitimate complaint.

Thanks again for your attention in this matter, and please let us know if we can help in any way!

[Your Name]”

4b) If the company responds but is NOT willing to remove the complaint, or if Amazon is not willing to remove the complaint based on the case you provided, it’s our suggestion to reach out to CJ Rosenbaum.

CJ is an actual attorney, but beyond that is an expert with resolving complaints regarding Amazon. So, not only does he understand your legal rights, but also has a great deal of experience in dealing with these complaints.

You can reach CJ here:

The vast majority of bogus complaints won’t answer your inquiry, because they realize they can’t actually enforce anything. Therefore, many of these complaints can be resolved easily using the process above. On any that you can’t resolve – we can confidently say CJ would be our first choice in dealing with this issue, as he has the necessary legal and Amazon experience to work through the issue.

Hopefully, this helps!


Shipping Direct from Supplier to Amazon

Having your manufacturer ship direct to your Amazon account is an incredibly easy process. We do suggest having them ship the first order either direct to you or a prep center initially, just to verify that the manufacturer complies with Amazon’s shipping policies.

We highly advise observing the following practices:

  • Do not ship multiple products to Amazon. We generally suggest shipments containing a SINGLE product to prevent errors.
  • Do not ship mixed cases to Amazon. This can cause confusion and lead to receiving issues on the Amazon side.
  • Ship products in case quantity to prevent problematic splits.

This instruction set will be made with those principles in mind, and will simply serve as a walkthrough for setting up these types of shipments.

Step One – Log in to your Account

Step Two – Add the product to inventory following the same practices you use when creating any product that you will be selling.

Step Three – After the product has been added to your inventory go to “Manage FBA Inventory”

Step Four – Select the SKU that you would like to create a shipment for, then click edit and “send/replenish Inventory”

Step Five – This is the first step that will differ. You will need to change the “ship from” address to the manufacturers address:

In this step, we simply fill in the manufacturer or vendor information after clicking the “ships from another address link”.

Also, as indicated ship as “case-packed products.”

Step Five – Fill in the Case/Unit Quantities as suggested, like any other shipment.

Step Six – If the product requires labels, we have found it easiest to have Amazon label the product. Follow this diagram to do that:

Toggle that to “Amazon”.

Step Six – Enter the box weights and dimensions (you will need to get this from your supplier).

Step Seven – Complete the order, and save the “FBA Labels” & “Shipping Labels” as PDFs.

Step Eight – Give instruction for the application of the labels (e.g. do not apply across seams on boxes), and send the labels to the manufacturer via email.

If you are shipping via pallet, you will need to perform the SAME procedure listed above. The only change to this procedure is:

Step One – Click Work on Shipment

Step Two – Select “Less Than Truckload (LTL)” in shipping service.

Step Three – Select Amazon-Partnered Carrier

Step Four – Select Shipment Packaging

You toggle between multiple boxes AND everything in one box.

If you choose multiple boxes you will be prompted to upload box contents.

Step Five – Enter Pallet Dimensions and Weight

This should include the height and weight of the pallet. So, the height measurement should be taken from the floor.

In terms of weight, you can take the weight of the cases, add them together and generally add 50 lbs to incorporate the weight of the pallet.

Step Six – Set Shipping Charges, Freight Ready Date, Contact Person & Freight Class

We generally suggest setting the freight ready date to three days from the current date. This will give you time to receive and send the bill of lading to your supplier.

You can have it estimate the freight class, which is probably the best option. If you want to set your own freight class you can use the following resource:

Lastly, in terms of declared value, we suggest setting this as the actual cost of goods of your shipment, as any insurance would be based on that number.

Step Seven – Print Your Labels

Save these labels as a PDF and send them to your supplier. You should instruct them to add a shipping label to each side of the pallet.

Amazon is currently doing a beta on this service that will streamline the process further, and we will update once we are able to check it out!