EcommerceBytes-NewsFlash, Number 3139 - August 27, 2013     3 of 4

Amazon Takes Role as Santa's Helper Seriously

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You know the holiday shopping season is gearing up when Amazon starts talking about restricting sellers in the toy category. Each year, Amazon restricts third-party sales in its Toys and Games category to pre-approved sellers during the holiday shopping season, and Amazon sellers reported receiving this year's warning on Monday.

The restrictions take effect on November 19, 2013 and run through the first week in January 2014. Webstore 1.0 sellers are also subject to these guidelines. Only sellers who meet the following performance criteria qualify to sell in the category during the restricted period:

  • Your first sale on must be prior to September 19, 2013. The sale does not need to be specific to the Toys store.

  • You must have processed and shipped at least 25 orders from September 1 through October 31, 2013. The orders do not need to be specific to the Toys store.

  • Your pre-fulfillment cancel rate must be no greater than 1.75% from October 1 through October 31, 2013.

  • Your late shipment rate must be no greater than 4% from October 1 through October 31, 2013.

  • Your order defect rate must be no greater than 1% short term as of November 1, 2013.

Sellers can still sell in the toy category for their Fulfillment by Amazon (FBA) inventory, provided their account is in good standing.

Amazon noted that eligibility for selling in the Toys & Games category is determined separately for each country. "If you sell in multiple marketplaces, your performance metrics will be evaluated for each country," it said.

Final notices will go out to sellers by mid-November.

While the letter went out to Amazon third-party sellers on Monday, Amazon has not updated its help page, Holiday Selling Guidelines in Toys & Games at the time of this posting.

About the author:

Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to

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