by Joe 

December 19, 2017

Business Models

Amazon Business Models For Sellers

Of the different Amazon Business Models for sellers that can be followed, which is the best for a new seller?  Budding Amazon sellers should be asking that question before jumping in and seeking a product. 

Instead, they ask, what product should I sell online?

Traditional business teaches to develop a product/brand and then build your business around it. Due to the high number of products still not online, the ecommerce business model, in some cases, is backwards.

Marketplaces like Amazon, are like this. New sellers flock to the platform without products a business and often zero experience.   What is the best business model for me to follow to maximize my experience and resources?

How does my prior experience help me with any particular business model? This is where a new marketplace seller should start. All to often they are targeted early on by savvy marketers selling get rich quick private label programs often with next to no experience themselves.

Knowledge Is Power

Outlined below are several of the specific business models as they apply to marketplaces such as Amazon. Entering the online space is a bit easier when you have an idea upfront of the available options and what might work best for you.

There are several distinct marketplace business models. It starts by determining which business model is the best for you to follow. Each has its own set of pros and cons. They are arbitrage, wholesale, dropship, private label and digital.

This article will focus on several marketplace business models. Including some of the assumptions that new sellers make as they pile onto the platforms.

Amazon Business Models Sellers To Follow


You are a yoga instructor, you make an instructional yoga series that you want to sell. You offer it as a digital download available all across the world. Cost of entry can be quite high as you have all the production and editing costs.

Experienced sellers see digital products as the holy grail of e-commerce, no inventory, no order processing & no fulfillment. The only expense then becomes marketing and the effort it takes to spend the proceeds.

Once the initial costs are paid, the cost of sustainability is low although you need new editions .


Arbitrage is the art of buying liquidations and selling at full price. It happens online, in retail, even from one marketplace to another. It takes a fair amount of work and can tie up a considerable amount of money in inventory.

You have to enjoy chasing the sale in the retail stores and have a sharp eye for value.

Amazon seems to be moving to end this model as it is getting harder to sell due to brand gating. Brand gating is when a brand restricts who can resell a product based on agreements and receipts.

Your arbitrage business can disappear overnight, and you can be stuck with a lot of inventory. If you do not have other sales outlets or a backup plan, you can be in trouble.

Margins can be very high with Arbitrage, but also time-consuming. Sellers that are successful with it, swear by it.

Drop Shipping

E-commerce got its start via drop shipping. Brands weren’t venturing onto the net to sell in the early days. It was the brave lone businessman who worked deals with manufacturers to ship goods.

As a drop shipper, you have no inventory and ship no product; you list products and process orders. When an order comes in, you send it to whomever you are buying it from. They ship it as though it is coming from your business.

Margins are lower most of the time with drop shipping. There can be a host of issues that occur that are out of your control also.

Drop shipping success comes down to the relationship that you have with the manufacturer and your ability to market products. Drop shipping can be the easiest or the hardest of the business models. If set up correctly with proper margins, drop shipping is fairly easy to automate or outsource to a virtual assistant.

Be unique, find local businesses and products that aren’t available everywhere else. All of the business models mentioned are already overrun with sellers selling the same products from the same manufacturers. It is key to set yourself apart. Create a value proposition that makes the buyer want to buy from only you!

Buying and selling wholesale


Wholesale involves buying at wholesale and reselling at retail prices. A drawback can be the competition if you choose products that everyone else sells. You need to have some investment income for the purchase of inventory and the amount of time it takes to sell them.

One pro is that many times the smallest order from a wholesaler can be as low as 100$. Margins can be as high as 50% if you pick your products well and competition is sparse. Competition is the key to success.

Manufacturers will often let anyone resell a product and do very little to set price restrictions. As a result, many sellers are burdened with listing hijackers, scams and a race to the bottom with the lowest price available.

A seller should try to get an exclusive agreement with a manufacturer meaning only that seller can sell in a particular area or marketplace. Map pricing, or minimum advertised price is when the manufacturer sets a minimum price that a product can list for. This at least creates a level playing field for sellers to start from.

Minimum advertised price does not mean that a seller cannot sell below that amount, they cannot list below that amount. Easily worked around with discount codes and discounts applied at the cart level.

The best insurance than any seller can have against competition is diversity across marketplaces. If you have more than one place to sell your products, shifting product emphasis is easy when problems arise.

There is no simple business model or overnight success within reach for anyone. There are lucky new sellers, but not many. There is no golden goose or magic pill, regardless of whatever some magic seminar says.

Private Label

Private Label is the top of the food chain. This is where tomorrows big brands may get their start. Unfortunately, the mindset of most private label sellers will keep them from ever becoming that big.

First, what exactly is private label. Private label is when you create a unique product either through creation or improving on a product already available. The cost of entry can be quite high as production runs are expensive. You have to maintain inventory levels, do all of the marketing, negotiate all deals, etc… It can be a lot of work, the spillover to regular website sales is very good as well.

The reward of private label is you have your brand.  Margins should be well over 50%. Private label is the most work as a business model. Not only are you a seller but you also have to have business smarts, sharp judgment, and sound analytical reasoning.

Other Considerations

Selling online, Amazon, in particular, does not follow traditional business models. Amazon would have you think that the world starts and ends with them and there is no other place to sell. There is a small amount of truth to that due to the amount of traffic coming on Amazon.

At 50% of total e-commerce, dominating a niche on Amazon does not make a brand big. How many big name brands came out of Amazon? Very few, because who is selling to all the other buyers that do not buy on Amazon. 

Ecommerce business models

While not impossible, it is rare to find successful e-commerce businesses that ignore Amazon.

Amazon Seller Success

Success comes through taking a big picture view and targeting your demographic, often across multiple marketplaces. As a seller, if you are not utilizing and taking advantage of the 2 billion person audience available on Facebook, you are leaving money on the table.

Traditional business models teach that you need to find and follow your customer. Identify who your product demographic is, how to get their eyes on your products and where they congregate on the web. Many times the best selling platforms reveal themselves in that instance.

At Ecommerce Optimizer, we have a reputation of being very knowledgeable about Amazon since we have been selling and involved with the platform for over 15 years.  For additional Amazon tips and strategy, check out our Dominate Amazon Products Series.   

Amazon isn't the only marketplace that we have experience with.  We have as much knowledge with traditional websites and marketplaces too.  Check out our Sell On Walmart article, our list of Niche Marketplaces To Sell On as well as our article about expanding to Sell On Amazon Europe.

We focus on helping sellers grow their businesses and diversify reducing your dependence on any 1 platform while exponentially growing the available audience.  In addition, we also have our FREE Pinterest Traffic Domination Workshop, a Pinterest Launching Service1 on 1 Coaching, and several other workshops as well.  Let us help you make 2021 your best year ever!

Buyer Beware

Regardless of what any seller thinks, there has been a nonstop flood of new sellers for at least 15 years. The dream of overnight wealth is top of mind for most with no idea how to get there.   Most inexperienced sellers seem to have their hopes set on private label. Many, many businesses prey on the expectations of new sellers and offer systems and procedures to attain overnight wealth.

While there are a few sound systems and several very in-depth programs available, The majority of seminars and gurus are a sham. Most of their attendees fail and any that don’t, they take the credit. But some people only learn through classroom instruction and that similar format, so there is a small market.

The real test of a marketplace expert is someone who has produced successful results for many different products in a minimum of several different categories across several different marketplaces and over several years. A couple of years out of high school and one successful product on Amazon doesn’t make anyone an expert.

For the majority of new sellers, all the material needed is online, youtube, forums, seller groups, all free of charge. But it is not how it happens for 99% of private label sellers.  One fundamental principle you don’t hear any seminar mentioning is that selling and private label are two very different concepts.   Each requires in-depth learning to have sustainable success. If you have no selling experience and no business experience, private label, in most cases, is not how you should start.

Use Common Sense

Think of private label as being like opening a marque cart in the mall year round, making something you have never made before in your life. Costs are astronomical, but there is traffic walking by every second. You have no clue what you are doing, but there are lots of people you don’t know or trust to ask for advice.

After the initial outlay, you have no reserve, and if it isn’t a success the first season, you are finished. If that is a risk you cannot afford to take, then you have no business starting with PL.

Becoming efficient at selling, optimizing listings and ranking products does not happen overnight. While you can learn about it, the right teacher is time and experience. Add the ground-up business building encompassed by private label and all of the details and concepts involved, and you have a fulltime job learning with no time to sell.

Every day, in Facebook groups, sellers are grasping for a lifeboat, hoping someone will save them by doing the work as they are too overwhelmed. The other potential new sellers don’t even see these others. They block them out, and when it is their time to struggle, they are the first to say, where are all the success stories that used to be everywhere.

We have covered enough here to make a potential new seller at least consider their options. Another article covering and debunking all the myths associated with online selling will come later.

If this post is useful and or you have gained any value or knowledge from it, please share it with others that can also gain value from it.  

Conclusion: Decide Which Business Model is Best For You

In the end, only you know your strengths and weaknesses. Only you can pevaluatep where your background would help you the most with each model. Many sellers end up with a hybrid model doing a little of several of the models which work well.

Wholesale and drop ship are the two best models for any new seller as it gives the opportunity to learn the business. You gain valuable experience and get a good handle on how things work. If later on, you choose PL, it becomes much easier to launch without the burden of learning to sell at the same time.

Proper planning now will reduce the learning curve later. Be brilliant at the basics and always have a backup plan! pIf you are not skilled at creating listings, knowledgeable about how to optimize listings, how and why listings rank as they do, then you are setting yourself up

About the author 


Joe Reichsfeld is an Ecommerce Consultant with experience going back before 2000. Specializing in listing optimization and marketplace expansion, Joe currently assists clients with over 3.5 million sku's.

{"email":"Email address invalid","url":"Website address invalid","required":"Required field missing"}


The workshops below are for leveling up your game in each of the areas of interest presented.  Many include the full processes & systems used to allow a client to stand apart from their competitors and take control of their business.   These workshops are the equivalent  of what you find others offering for between $997. and 3k.  Access all of the workshops for as low as 39.95$ monthly after a 7 day free trial.  The Pinterest Traffic Domination Workshop is available for FREE to all users.  

Sellers interested in individualized coaching and receiving detailed game plans covering the best methods to increase sales in their specific niche and product categories will want to sign up for 1 On 1 Ecommerce Coaching which includes two - 1 On 1 Coaching sessions per month with Joe for only $299.95 a month.  Availability is limited and this price will be increasing soon so get in at this low price while you can.

14 lessons


The half-life of a tweet is 24 minutes, a Facebook post is 90 minutes, and a Pinterest pin is 3.5 months . Pinterest is the number 1 source of FREE Ecommerce traffic since 2018 and users spend over 35% more than any other Social Media referral. As an effective visual, planning, search engine, how will you use to benefit your business?

Content Marketing is a strategic approach centered on producing and circulating high-value, relevant, content to create a specific, targeted audience. Follow or step by step process that we have used over and over to create giant communities that generate 7 to 8 figure sales based on evergreen content that drives traffic over and over.

A Buyer Persona is a semi-fictional representation of your ideal customer based on research and data about real people. The more detailed, the better. I cannot begin to explain how important this information is for you to know before you start selling. This will make your marketing and messaging much easier leading to in creased sales and growth. Go through our workshop to nail this down quick!

7 lessons


Amazon states that 72% of shoppers search on Amazon before making a purchase. This creates a significant misunderstanding. Shoppers research their issues on Google, Social Media and Forums first to understand the problem and find solutions. Get in front of potential buyers long befote they get to Amazon with Google Ads.

8 lessons


Imagine creating a product, the effort, and expenses occurring only in the beginning. All future sales occurring with minimal effort, and zero inventory utilizing a Print on Demand format. Using KDP, Kindle Direct Publishing, to produce books and content can create ongoing passive income like this

3 lessons


Hashtags are a FREE, easy way to get your message and content in front of your audience and potential followers who are interested in your specific topics but are not familiar with you. Did I mention it's a very effective FREE method? They work exremely well for targeting influencers audiences, competitiors, and borrowing the efforts of other creators to help distibute your message.

1 On 1 Ecommerce Coaching & Consulting

  • 24/7 access  - workshops, webinars & files
  • Return & resume where you left
  • Private Facebook Group
  • 1 on 1 coaching, 1 hr every other wk
  • 1 hour every other week
  • Extra staff in coaching is OK
  • Coaching value $1000. per mo.
  • Topics set from your goals
  • Extra Coaching @$300. per hr
  • 3rd party tool discounts
  • Private access to proprietary tools
  • Access member-only resources and db's
  • Subject matter expert presentations
  • Insider Information & proven best practices
  • Learn the secrets behind over 7 million successful launches

"In today's world, the path to success seems harder than ever before. Don't let fake 'guru's', service sellers or even marketplace owners dilute the truth.   There is enough business for all.  The hardest part is finding your audience.


Your success relies on understanding your audience, the best methods to connect with them and how to accomplish this without giving up control of your future.  I teach business people just like yourself how to build and expand their business despite the chatter and perceived competition around them. "

Book a Free call with Joe to find out if coaching is right for you and to get started on taking control of your future! Availability is limited.  The ongoing cost of coaching at $299.95 a month will be increasing soon so book now while this is still available.

“Using Joe’s techniques, I was able to engage my target audience in a way like never before to create social proof for my product, gain reviews, and build traction in my niche. With Joe’s methods, I was truly able to add value to my product like no other seller in the market.”

Adam L. (Amazon 3rd Part Seller)

“Ecommerce Optimizer was a huge benefit to my business. Leveraging tested methods and fundamentals I was able to tune my existing marketing and add new forms to reach potential customers without wasting tons of money. My weekly sales baseline increase 3 fold over 6 months and I was able to keep my marketing budget the same. Solid business fundamental a must if you're looking to grow your business.”

Dave H. (Amazon 3rd Party Seller)

“We have seen substantial growth in our online sales while also expanding into markets and onto platforms we wouldn't have with ease and success.   Joes' insight has enabled us to avoid making costly mistakes while optimizing our existing listings and increasing sales on them as well.   His knowledge of how the marketplaces function saved us quite a bit, almost 100k a year in fees on Amazon alone.   This has been a very positive experience for us and we look forward to continue working together. ”

Chris D. (Amazon Vendor, Multi-Channel Worldwide Brand)