Did you know that Amazon buyers spend 84% more online than the average Internet user? (SOURCE: Dec 2011 comScore Media Metrix Core Report)

And that one of the BIGGEST sales categories on Amazon between now and the end of the year is the TOY category…

Yet on November 13, 2012 thousands of sellers will be unable to list toys on Amazon until mid-JANUARY because they don’t meet Amazon’s rigorous standards for selling toys during the holidays.

…Completely MISSING the lucrative holiday toy selling season on Amazon.

From Amazon’s standpoint, it makes complete sense. They want their customers to receive the BEST customer service experience during this critical shopping season.

(There’s a reason they were voted #1 in the online retail customer service category last year.)

From a merchant perspective it may mean making some quick changes to your business.

Let’s start by reviewing the Amazon toy selling requirements:

Effective November 13, 2012, only those sellers who meet the following performance criteria will be eligible to sell in Toys & Games from November 13, 2012 through the first week in January 2013:

  • Your first sale on Amazon.com must be prior to September 17, 2012.  The sale does not need to be specific to the Toys store.
  • You must have processed and shipped at least 25 orders during the 60 consecutive days preceding November 1, 2012. The orders do not need to be specific to the Toy store.
  • Your pre-fulfillment cancel rate must be no greater than 1.75% for the trailing 30 days preceding November 1, 2012.
  • Your late shipment rate must be no greater than 4% for the trailing 30 days preceding November 1, 2012.
  • Your order defect rate must be no greater than 1% short term as of November 1, 2012.

Fortunately, there is a way around the “Amazon toy ban” and that’s to ship all your toys through Fulfillment by Amazon.

Shipping holiday toys through Amazon FBA will provide you with an exemption to the Amazon holiday toy restriction.

In addition to being able to sell toys during the holidays…

When you ship through Amazon FBA, they control the buyer delivery experience.

  • They package the items to Amazon’s standards
  • They ship the inventory using their UPS shipping account and guarantee processing and delivery time
  • The handle all the holiday selling season customer service issues

Make the Move to FBA

There are many reasons to use Amazon FBA in addition to circumventing the holiday toy ban.

It’s the only way that a solopreneur can scale their business without hiring a team, renting a warehouse or working themselves into the ground.

As far as holiday sales go,  you also want to make the switch the Amazon FBA so that you can:

  • Reach Amazon’s most profitable customers
  • Get promoted over Merchant Fulfilled sellers
  • Sell toys all holiday selling season long

It doesn’t even matter if you don’t have a toy in stock right now.

There will be lots of opportunities to use arbitrage sourcing to purchase toy inventory retail and resell it on Amazon that I’ll be sharing with you.

But you won’t be able to sell toys AT ALL unless you do one VERY important thing…

Sign up to ship your products through Fulfillment by Amazon.

Last year, Amazon’s Prime customers were able to order toys up through 12/23 (and in some cities the morning of 12/24) and have them delivered by Christmas.

Very few Independent merchants could come close to that delivery time.

Guess who got the sales instead? You got it! Sellers who fulfilled using Amazon FBA.

The time is now to take action on this!