One of my favorite stories from the early days of Fulfillment by Amazon is how the team approached the launch. They went to Jeff Bezos with a plan to start with 20 sellers. His challenge to them: launch with 20,000. That raised the bar and pushed the team to build a self-service product designed to scale—a tenet that still guides them today. For 20 years, we’ve helped sellers turn those ideas into thriving businesses—giving them access to Amazon’s fulfillment network to help them store inventory, fulfill orders, and reach customers around the world. Today, we deliver tens of millions of units a day on their behalf. In this episode of "Learn and Be Curious", we looked back at the early days of building FBA, how it has leveled the playing field for sellers, and what the team is building next.
Sell on Amazon
Technology, Information and Internet
Seattle, WA 161,505 followers
We enable both individuals and businesses to sell their products in Amazon's store.
About us
There are many reasons to sell in Amazon's store—from the hundreds of millions of Amazon customers who can see your products to the ability to start selling fast without the need to create a new standalone website.
- Website
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http://sell.amazon.com
External link for Sell on Amazon
- Industry
- Technology, Information and Internet
- Company size
- 1,001-5,000 employees
- Headquarters
- Seattle, WA
- Founded
- 1995
- Specialties
- eCommerce, order fulfillment, warehousing, and online payment
Updates
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The biggest change to the retail barcode in decades has begun. Brands on Amazon can move first: early access is open now. By the end of 2027, the retail industry plans to read 2D barcodes at the point of sale, an industry initiative called GS1 Sunrise 2027. Amazon Transparency's August 2026 survey found 70% of organizations are either unprepared or just beginning the transition. Brands that act early avoid last-minute packaging changes, and Amazon Transparency now enables brands to make the move ahead of the date. Amazon Transparency is a GS1 US Premier Solution Partner. Through the early access program, Transparency now generates GS1-standard serialized 2D codes, and one code does several jobs: → ready for retail as retailers adopt 2D scanning at the point of sale → a unique serialized identity on each unit, helping protect your customers from counterfeit products in the Amazon store → scanned with a smartphone, the same code can open product information and your brand story Your printers don't change. Your packaging partners don't change. Your workflow doesn't change. What changes is the value you get from every code: no large upfront costs, and enrollment in days, not months. To enroll you need Brand Registry as the rights owner, a registered trademark, and a GTIN for each product. 🔍 Learn how Transparency works: https://lnkd.in/ehETGsZ6 🗓️ Request early access to GS1-standard codes: https://lnkd.in/eZQ6iyrS ✅ Enroll your brand: https://lnkd.in/edz82ppC ➕ Follow Transparency by Amazon
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Your new Seller Central has a teammate. Seller Assistant doesn't just answer questions. It sees what you see, and it takes action right on the page. It spots what's blocking a listing and offers to fix it, applies filters and pre-fills fields without you navigating away, and remembers where you left off, so tomorrow you pick up exactly where you stopped. Less clicking. Less context-switching. More done. Try Seller Assistant today. 👇 http://spr.ly/6046BGsffk
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Spring Faussett built Tiger Tail USA in her garage with about $250 and a trip to the hardware store. Today her muscle recovery tools are trusted in training rooms across the NFL, NBA, MLB, and the Olympics. She's been selling in the Amazon store for over 20 years. And she says there's always more to learn. That's where Seller Assistant comes in. Spring asks it about her sales and gets actionable recommendations to grow, all customized to her business, no guesswork. It frees up enough time in her day that she can focus on strategy for a whole new business segment. Her advice for fellow sellers: "Just ask one question a day. Don't be afraid to explore." Ask Seller Assistant. Watch Spring's full story on YouTube: http://spr.ly/6046BGSUUm
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Earning in USD, banking in your local currency? With Seller Wallet USD, built into Seller Central, you decide how and when your US store proceeds reach your local bank. Enroll for Seller Wallet USD and get: → Scheduled transfers: weekly, bi-weekly, or monthly → Competitive exchange rates: lock in before you convert → USD supplier payments: pay US and Hong Kong suppliers directly Enroll now: http://spr.ly/6042BGSkve Learn more: http://spr.ly/6043BGSkv5
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That's a wrap on Amazon Accelerate 2026. 🎉 Three days in Seattle brought sellers together for keynotes, interactive sessions, one-on-one time at Seller Café, and a Block Party to celebrate the community. However you followed along this year, we hope you left with new ideas, new connections, and a plan for what's next. We'd love to see you in 2027. We already saved you a seat. 🪑 📅 September 21 to 23, 2027 📍 Seattle, WA Be the first to know when 2027 registration opens: http://spr.ly/6043BGUFtc
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Is it too soon for a throwback? 😅 We're not over the Amazon Accelerate 2026 Block Party yet. Music, food, and thousands of sellers celebrating a week of building something bigger, with a few fun surprises along the way. The perfect way to bring the community together in Seattle. Swipe through some of the highlights from the night.
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Our Seller Spotlight series is back, and this month we're featuring Genexa — a clean medicine brand built around a simple idea: parents deserve to know what they're giving their kids. Founder & CEO David Johnson started Genexa after becoming a father and taking a closer look at the artificial ingredients in medicines families had trusted for years. The goal wasn't to reinvent what works. It was to keep the effective active ingredients and strip out the unnecessary artificial fillers and common allergens. As the brand grew, Amazon became part of that journey. Here's Jenny Turner, Sr. Director of Growth & Ecommerce: "Amazon helped level the playing field, giving an emerging brand like Genexa the opportunity to insert ourselves into the customer journey." The team also leans on Brand Analytics and Search Query Performance to see how shoppers discover their listings and how demand builds heading into key seasons like back-to-school and cold and flu. Swipe through to hear their full story.
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At Amazon Accelerate, we launched the Amazon Selling Partner plugin, now in beta in Amazon Quick and Anthropic's Claude. It brings your Seller Central data and curated selling skills directly into your AI agent. Check inventory, dig into pricing, and take action, all in one conversation. Because it works alongside your other connectors, you can combine your Amazon data with your spreadsheets, email, and more to see your whole business in one place. New to Amazon Quick? It's Amazon's AI companion for work. It connects all your tools in one place, learns what matters to you, and gets work done for you. Now, with the Selling Partner plugin, it can help run your Amazon business too. 🎁 To celebrate the launch, primary sellers worldwide get 12 months of Amazon Quick Plus subscription free, plus two more seats for your team. Sign up by December 31, 2026: https://lnkd.in/gDpT_gVU This is a whole new way to run your Amazon business, and it's just getting started. Read the full announcement 👇 #AmazonAccelerate #AmazonSeller #sellonamazon
Amazon gives sellers an even smarter Seller Assistant and a new plugin for Amazon Quick and Anthropic’s Claude Sellers can now automate routine tasks 24/7 with Seller Assistant and bring their Amazon data and Seller Central insights into the AI tools they already use.
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Latinas have the highest purchasing power in beauty, 37% more than any other group. So why are so few of them owners and founders? Mei-Lon and Toni Lee Jimenez asked that same question. Then they built Chica Beauty to answer it. The brand is more than products. The sisters mentor young girls, lead community cleanups, and put 5% back into education. They're showing the next generation of Latina founders what's possible. "It's amazing to grow with Amazon. They amplify that. The future is bright." This Hispanic Heritage Month, we're proud to celebrate the sisterpreneurs building a legacy that gives back. Swipe through to hear their story.