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My name is Cindy Jackson.  I live in London and this is my full time job.  I buy products at a low price and sell them for a higher price.  I do this either online or in shops and then send them to Amazon to sell for me.  This is called Fulfilled by Amazon (FBA).






I am here to document my experiences and help others who are just starting out on their Retail and Online Arbitrage Journey selling on Amazon.  Pop over to my Facebook Group community where we share tips and stories and solve problems.  If you are new to selling it is a great source of knowledge and hopefully some of you who are already experts will stick around for the friendships and conversation.


Before I started selling on Amazon, I shopped on Amazon….a lot.  In fact I shopped a lot everywhere, typing this now I realise I was probably a shopaholic, a bargain hunter;  

I enjoyed finding something for a good price and getting a deal.


  Selling on Amazon from the Beginning



Amazon seems to be pushing sellers towards Brand Registry and is offering an exclusive set of brand benefit tools to sellers who are brand owners. The opportunities are huge and you no longer need millions to build a million-dollar brand.

I recently went through the adventure of creating a new brand for Amazon UK Brand Registry, and helping a client come up with ideas for theirs. Branding can be an exciting and challenging process, but with the right tools and mindset, it can be a rewarding experience.

Firstly, let's talk about choosing a niche. If you already have an idea for a business, that's fantastic! But if not, no worries. You can use software like Helium 10 to search for keywords and products that are popular and have high search volume but low competition. This will help you identify market gaps that you can fill with your brand. For example, if you notice that there is high demand for eco-friendly cutlery but few businesses selling them or they don't have very good reviews or images or listings in general, you could create a brand that focuses on that niche.

Alternatively, you can choose something that you already have an interest or knowledge in. It's easier to sell and brand products that you love or use yourself, rather than trying to sell something you have no idea about. For instance, if you are passionate about fitness and nutrition, you can create a brand that offers supplements, workout gear, and meal plans that align with your values. (For me a fitness brand would be like learning a new language)

However, if you're the highly motivated type who doesn't procrastinate, then don't shy away from those "boring" niches. They can actually be real money makers, as there may be fewer competitors in those niches. Just remember the old saying: "The riches are in the niches" - although it doesn't sound as good in a British accent!

Once you have an idea of what you're going to sell, you'll need to come up with a name for your brand. Your brand name should be memorable, unique, and easy to spell. If you're going to sell a variety of products, make sure your brand name reflects this. There's no point in calling yourself "Sams Scissor Shop" if you're planning on selling more than just scissors. Here's a great website I found to help you choose a brand name: Just enter some information about your business and the type of name you want, and it will generate ideas for you. It even provides logo, colour, and style ideas too!

Before you settle on a name, make sure to check social media and the trademark government business registration website to ensure nobody else has the same or similar name. If someone has already trademarked the same name, move on and choose another. Not only will you not be allowed to use the same name, but if that person has a bad reputation, you don't want people to confuse them with your brand. If something is coming up as similar but not the same, then it might be okay if you are in completely different classes, although there is a chance that the similar name could put a case up to say it is too similar and try and get your trademark revoked.

Here's an important tip: before you apply to get your trademark, check if the domain is available and purchase it. Some people buy up domains for new trademarks and then sell them for inflated prices. You can usually get a domain for about £6 a year from

Now onto my favourite part: of branding! The design process! The colour palette and fonts you choose will largely be decided by who you're selling to and what you're selling. If your customers are young children, your branding might be bright and colourful, whereas if you're selling luxury spa treatments, your colours may be muted and neutral.

brands and branding on Amazon including Amazon brand registry

Think about your brand's visual identity. Do you want your customers to see your brand as cute and cuddly, or warm and inviting? Pinterest is a great place to start. Type in a keyword or product, or even your target customer. Also, check out what other brands in your niche are doing and try and work out why, Remember some of these huge brands have paid millions for this research so why not use their knowledge and understanding.

I recently used a website called Coolors to choose some brand colours. It allows you to put in one or several colours, and it will then give you a selection of colours that complement and match your chosen palette. You can lock in colours and carry on the process, or start from scratch and it will give you tons of ideas. I apologise if you lose a few hours playing with this……..They also have a font finder which is really helpful.

To choose my recent brand fonts (I chose 3) I found writing the brand name in Canva and then going through changing the fonts a helpful way to choose which styles I wanted in my brand. You can put in keywords like "fun" or "block" and get a whole list to choose from and make sure they look good together and will be memorable to your brand.

Next, you'll want to create a logo for your brand. This is important because it will be the face of your brand and the first thing people will associate with it. You can either create your logo yourself using software like Canva or hire a professional designer. If you're creating it yourself, make sure it's simple, easy to read, and memorable. You can use websites like Fiverr or Upwork to find freelance designers who can create a logo for you at a reasonable price.

Once you have your brand name, colours, fonts, and logo, you're ready to start creating your brand identity. This includes designing your website (Amazon Storefront), social media profiles, business cards, product packaging, and any other branding materials you'll need. Consistency is key when it comes to branding, so make sure everything looks and feels the same across all platforms.

If you’re creating a website (or Shopify store), make sure it's user-friendly and easy to navigate. Your website is your online storefront, so it's important to make a good impression. Use high-quality images and provide detailed descriptions of your products or services. Make it easy for customers to find what they're looking for and super easy to make a purchase.

Social media is a powerful tool for building brand awareness and engaging with your customers. Choose the platforms that are most relevant to your target audience and post regularly. Use your brand's colours, fonts, and logo in your posts to maintain consistency.

Don't forget about offline marketing too. Business cards, Thank you postcards, flyers, and brochures are still effective ways to promote your brand. Attend trade shows and networking events to get your name out there and meet potential customers. You can create all of these on Canva quite easily, there are lots of templates and ideas.

Finally, remember that building a brand takes time and effort. It's not something that can be done overnight. Be patient and persistent, and don't be afraid to make changes if something isn't working. Listen to your customers and take their feedback into account. With hard work and dedication, you can create a brand that resonates with people and stands the test of time.


Amazon European Fulfilment Network is back but is it as good as before and what do you need to know before you turn EFN back on?

I started selling on Amazon in October 2020, just when all the “seasoned” sellers were turning off their EFN (European Fulfillment Network) settings and disconnecting all those extra sales after Brexit pulled that plug. So I never really missed them or got to feel the loss in sales.

I hear it was super simple and there were no complicated forms or procedures to go through. Just connect and sell.

Many people thought Amazon was going to come up with a plan, I mean they couldn’t possibly lose out on all those fees without putting up a fight, could they?

But the deadline came and went and nothing really helpful came about for the smaller seller. Sure there was Pan-European, but this involved a lot of VAT faff and compliance rules and just wasn’t worth it for the average Online Arbitrage seller.

Then there was the IOSS (Import One Stop Shop) which again was a faff and more paperwork blah blah boring, time-consuming, and didn’t work very well on Amazon, especially if you were not VAT registered.

So when the announcement came that EFN was back I was really pleased and thought great, I can sell my Heinz Beans and Hp sauce to those lovely Germans who could smother their Frankfurters in our British delicacies.

But again, things are not as simple as Amazon leads us to think.

After watching Nevermind the Buybox on Youtube with Natalie Cromie and Matthew Wright last night, there are a few things that you might want to consider before you jump in and connect those Amazon European Marketplaces.

  1. You may need to price your goods up to 50% more to cover the costs and still make a profit.

  2. Amazon will take VAT for each country you list on & for every product, even if you are not VAT registered. So this means those who aren’t VAT registered will have to calculate this into their margins.

  3. For each product you are selling in Europe there needs to be a “responsible person” named on the listing. (if a product is already listed then this means there already is, but if you are listing a new product then you need to add this).

  4. Going forward things may get tricky in terms of compliance as Britain and the EU will have different rules and regulations, especially for things like food and toys, and this could lead to compliance issues.

  5. If you are selling over the VAT threshold in European countries you will need to register for VAT in those countries and then you may as well do Pan-European. These are the current VAT thresholds - France €35k, Germany €100k, Spain €35k, and Italy €35k.

I am still on the fence about whether I will sell via EFN. I am not yet VAT registered and will have to check the margins and how high my products will have to be priced., also there are more questions I'd like answered like what happens when you get a return? and if you have a bundle of different products will you need a "responsible person" for each product?

I use Buy Bot Pro as an Amazon profit calculator and they are currently making sure their software is ready to use with EFN, this is going to be really useful in making my decision on whether my products will work with the higher EFN fees.

I also use Profit Protector Pro as my Amazon repricer, which will also enable me to price my products differently for each European marketplace, and I will be able to see which, if any, are working with my profit margins.

I totally recommend you watch the replay of the EFN Episode on Nevermind the Buy Box on the Secret Wealth Youtube Channel and hear all the facts that I have briefly outlined above, and make up your own mind.

Let me know in the Mrs Prime Facebook group where we can carry on this conversation whether you have decided to sell via EFN or Pan-European or why you have decided not to,?.


I'm sure some of you will have seen this PDF guide that has been shared on a few of the Amazon groups. But for those of you who haven't, I'll add it below.

The gist of it is, if you are a registered business. Limited business or sole trader (although I have heard sole trader may be slightly trickier) and you are NOT VAT registered (Yearly turnover is less than £85k), then you can apply to not be charged VAT on Amazon FBA and Referral fees. Or get a refund for the time before you became VAT registered.

Warning - Only try and do this if your account is in good health, as in you have all the correct names and details and your paperwork matches this exactly. You don't want Amazon looking into your account and finding something they're not happy with while they're doing their checks. If you are unsure you should ask your Accountant.

I received my refund in August 2021 and no longer pay VAT on fees going forward, it took me about 6 weeks from applying to get my refund.

Thanks to the Amazon Sellers who wrote the guide and shared it in the Amazon selling community. 💚

VAT Claim Back from Amazon for Fees
Download PDF • 423KB

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