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Question 1

CTR

Answer 1

Click-Through Rate
▶ The percentage of how many people actually
click on your ad out of how many people see
your ad
▶ Allows you to gauge how well your ad is
performing

Question 2

Feedback

Answer 2

There are two types:
Seller feedback and
Product feedback/Reviews
▶ Customers leave product reviews about
your products
▶ Customers leave seller feedback about
you as a seller

Question 3

Disposal

Answer 3

Extra inventory that you
want to get rid of
You can request that Amazon destroy the
inventory or donate it to charity

Question 4

EXW

Answer 4

• Exworks
  ▶ You’re responsible for the shipping process from
  the moment it leaves the factory to when it
  arrives at its destination
  ▶ Responsibilities include transfer fees, shipping
  costs, insurance, customs, etc.

Question 5

FOB

Answer 5

• Free on Board
  ▶ As opposed to EXW, FOB means the factory
  pays for shipping and insurance from the
  factory to the port
• i.e. Shanghai factory says FOB Los Angeles,
  meaning they’re responsible for shipping and
  insurance from Shanghai to LA
• Once it reaches LA, you’re responsible
  for shipping and insurance from LA to its
  destination (your warehouse,
  FBA warehouse, etc.

Question 6

FNSKU

Answer 6

• Amazon barcode
  Unique product identifier, assigned
  by Amazon
  ▶ You can opt to use the product’s existing UPC
  instead, but then you risk
  “commingled” inventory
• Commingled = other sellers’ inventory mixed
  with yours (aka if two other sellers are selling
  the same product, all of your inventory is
  pooled - difficult to control quality of what your
  buyers receive this way)
  ▶ Using FNSKU instead of UPC is highly recommended
  ▶ Amazon provides FNSKU labels, which you can
  print and use to cover existing barcodes
  on a box
• Alternately, have your factory print the FNSKU
  barcode directly on the box
• OR, have Amazon label the boxes themselves
  once they arrive at their fulfillment center
  (for a fee)

Question 7

Hijacker

Answer 7

Another seller who tries to take over
or piggyback on your listing
▶ Hijackers sell the same product (one they bought
from you, often at a discount; or if not your
private label, they also bought inventory) or a
similar product (counterfeit, slightly different
version, etc.)
▶ These are notorious on Amazon
▶ Having your products in the brand registry can
help protect you, as you can file complaints
with Amazon
* Patents, copyrights, trademarks, product
differentiation can also help
▶ Hijackers can harm you by stealing sales
* They can take some of the buy box time
away from you
* They can undercut you
* They can sell authentic damaged product or
subpar counterfeit product that will hurt your
brand reputation

Question 8

Freight forwarders

Answer 8

Companies that handle all of the shipping
logistics from your factory to the
destination
▶ Some people use UPS, FedEx, DHL, etc. for air
▶ However, if you do large shipments, you’ll most
likely ship by sea or air freightFreight forwarders
handle shipping paperwork,
customs clearance, etc
* Example: you call your freight forwarded to
let them know that your shipment is ready in
Shanghai. They’ll handle everything in transit,
then contact you when the shipment is about
to be delivered to your door/warehouse/etc.
They then let you know how much you owe
for customs fees, etc.
▶ They can help ship directly to you, directly to an
Amazon warehouse, and more
▶ See our list of recommended freight forwarders