- by Luisa
You spoke, I listened 🙂
In the last few months, I've received at least one email/day asking for advice on how to sell cosmetics on Etsy, Amazon, and Shopify (if you don't know what Shopify is, read this post).
In this article, I am going to focus on Amazon because it is the most profitable one. The income potential is massive. Amazon has more than 270 million active customer accounts and still growing.
Selling cosmetics on Amazon. Overview
3 months ago, I started selling products on Amazon as a side business.
My goal was to learn how to do it, so that I could create a guide for my readers. In fact, I know many of you want to sell beauty products on Amazon.
$3700/month. This is my balance until now. It doesn't seems bad at all considering that I started from 0 and never engage for more than 4 hours /week into this business.
I've always been skeptical by nature, but I need to say that with Amazon I was completely wrong.
It is simply as powerful as everyone is claiming it is.
Here are the advantages of building your brand on Amazon
Amazon restricted categories approval
On Amazon, there are some "gated categories" and the BEAUTY one is among them. Therefore, you need to obtain an approval before you can start selling your products there. This discourages many wannabe entrepreneurs, but it is not going to stop people who really want to succeed.
Cosmetics /OTC products can be found in both the "Beauty" and "Health and personal care" category. While some categories don't require any kind of approval, these two are gated.
Amazon wants to make sure the products you sell are safe for the customers, the information you provide are not misleading and you have all the authorizations required. Consequently, in order to sell cosmetics in the beauty category, you must obtain the following documents:
As I started my side business, I visited many forums and Facebook groups and found out that $3000/month is nothing. People who do this as a full-time job are making way more. Therefore, even if these requirements may seem like a huge barrier, it's worth to make an extra step and comply with Amazon policies. Besides, you should always perform stability tests anyways.
Amazon can really help start building your brand and the risks involved are close to 0.
Let me explain.
Worst case scenario: you're not selling your inventory. Reducing the price will guarantee you sell out everything. By doing this, at least you won't lose money.
Amazon selling fees
Again, fees should not discourage you at all. There's still the opportunity to make a lot of money. My $3000/month have been made with no branding strategy. Having a brand /trademark is definitely a huge plus.
Usually "easier" means less profitable.
It's worth to point out that starting a cosmetic business on Amazon, doesn't necessarily mean you're going to sell your own products. You could also be selling other brands' products or simply raw materials for DIY cosmetics (for example beeswax, jojoba oil etc.).This makes your possibility almost endless.
For instance, I had a client who wanted to launch a new cosmetic line, but in the end failed. He was left with hundreds of pounds of raw materials and didn't know what to do. I suggested him to repack the raw materials and sell them on Amazon. Not only he recovered all the money spent for the ingredients , he made so much more that he eventually decided to do that as a full time job.
This is not complicated at all. All you need are some containers, labels, plastic bags, and a nice design.
The following is a list of tools to help you build your brand.
Amazon vs Etsy for selling beauty products
Another question client ask me regularly, is if it's better to sell cosmetics on Amazon or Etsy.
As usual, it depends.
I would say that if you don't feel comfortable with Amazon requirements or fees, you should opt for Etsy which has lower selling fees and easy access.
Etsy gives products that "artisanal" feeling that brand-wise might beneficial or not. How do you want customers to perceive your brand?
Here's an example. I tend not to write about "how to make your own stuff in the kitchen" because I want people to see me as a professional chemist with an academic background. I am not interested in attracting customers that want to make a body butter with a Kitchen aid food mixer. Hope this makes sense.
Based on what my clients experienced, Amazon seems to be more profitable than Etsy. Even so, I've had clients who started on Etsy and ended up building a major brand in the U.S. In the end, I think the platform is important, but what really counts is your attitude to business and success.
The platform is important, but what really counts is your attitude towards success.
You are never going to sell anything if you just sit there and wait. Nothing on Amazon and nothing on Etsy.
Success doesn't come this way.
You need to attract visitors/customers to your listings. As already mentioned for Amazon, your beauty products need to be on page 1.
Amazon Ranking explained
Put in a simple way, Amazon works as a search engine, meaning they're both governed by an algorithm. The algorithm is responsible for your products to be shown on first, second , third or whatever page.
How can we take advantage of this algorithm and have our beauty products showing up on the first page?
By trying to fulfill as many "Amazon Ranking Factors" as we can. Below there's a ranking factors list. It is not exhaustive, but it will give you a general sense.
How can I find relevant keywords for my products?
I use and recommend MerchantKeyword. The process is simple. Visualize your products and think how would you look for it on Google. Then type the words in the keywords tool and see how many monthly researches. Based on this number, consider slightly changing your keywords (if search volume is too low).
I hope this post inspired you. If you're not selling on Amazon or Etsy, why is that? And, if you're doing it, what was the biggest challenge?
Before I go, I want to share with you a tip that allows to increase sales and beat competition...
PRO TIP: to differentiate yourself from competitors, besides having better photos and description, add something as a gift. Who doesn't like free stuff? This could be everything, but since you're selling cosmetics, an informative ebook is a great idea.