Chapter 16 Selling on Amazon with BigCommerce

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From our Guide to Selling on Amazon, you fully understand the vast potential of tapping into Amazon’s 304 million (and growing) active user base and you know how to successfully market products to drive growth for your business.

The why isn’t in question. The only issue remaining is how to make it work as part of your day-to-day business operations from an actual implementation and technical perspective. Improving efficiency and output for our customers is what makes us so excited to showcase our seamless solution for selling on Amazon directly from BigCommerce.

With multi-channel retailing, one of the most common issues has always been the logistics — keeping track of orders and inventory across multiple touchpoints without bouncing between Excel and different software programs — all while trying to optimize each channel. Maintaining this kind of incompatible system is a major drain on your finite time and bandwidth. Beyond the inefficiencies, there are serious consequences when this patchwork solution inevitably fails or introduces unnecessary errors.

BigCommerce has built a solution so you can simultaneously scale your Amazon sales and ecommerce shop from one central hub. Our seamless integration with Amazon allows you to list products directly from your BigCommerce Control Panel without the aforementioned copying, pasting and merging of Excel spreadsheets and data exports across your entire company. Plus, with our two-way inventory sync, you’ll always have an accurate snapshot of your entire inventory database — which updates in real-time.

Note: With Channel Manager, you can manage product listings for your online store, Amazon, Facebook, Google Shopping and Pinterest.

Selling on Amazon with BigCommerce

Read on to see how BigCommerce stores can be easily configured for selling on Amazon today.



Our requirements are broken out in 3 different subsections: Merchant Settings, Store Settings and Product Settings.

For further details and examples of our integration in action, please go to the “How to Sell on Amazon with BigCommerce” section.

To use our Amazon Integration within Channel Manager, you must:

  • Have an Amazon Seller account on a Professional Selling plan. If you don’t have one, sign up at Amazon Seller Central.
  • Have a unique identifier (MPN or other standard ID) for products not already available in Amazon’s catalog.
  • Have at least one image per product. The primary image of your product is called the “MAIN” image.
  • Enable Track Inventory by Product and have a stock level greater than zero in order to initially list. Amazon listings that run out of stock will show as “Out of Stock” on Amazon.

For a full list of requirements, visit our Knowledge Base article about Selling on Amazon.

How to Sell on Amazon with BigCommerce

The New Product List

Pick and choose which products are listed on your storefront and which are listed on Amazon. In future updates, you’ll be able to manage product listings for all your other channels, like Facebook, Pinterest and eBay.

new product list amazon bigcommerce integration

The new product list features a Listed On column that shows you which channels a product is included on, its current status (e.g. visible, pending, or rejected), and any errors that may be preventing the product from being included on a particular channel.


When you check one or more products, the Bulk Actions menu appears in the top right of the product list allowing you to edit, export, list, delete, or hide products en masse.

  • Bulk edit selected
  • Export selected
  • List products on channels
  • Hide products on channels
  • Delete selected

how to sell on amazon

Managing Listings


1. Go to Products › View and click Storefront › Create Listing next to the product you want to list on Amazon.

2. Channels will set to Amazon. Select a Product Listing Category.

3. By default, your new Amazon product listing will use the same name, description, brand and price details your product has in your BigCommerce store.

Optionally, you can override these to be specific to Amazon. These edits are only reflected on – not on your BigCommerce store or other marketplace listings.

5. Save your changes.

Once saved, your product will show an Amazon status of Pending. After your product has been successfully listed, its listing status will change from Pending to Active.

amazon listing active

New and updated listings can take up to 30 minutes to appear on Amazon. Images can take up to 24 hours to appear on Amazon.


To hide a product from Amazon, check the box next to it and select Hide products on channels from the Bulk Actions drop-down. Check the box next to Amazon, then click Hide products.


Checking Orders from Amazon

Orders received from Amazon are listed on your Orders screen with an Amazon icon.

fulfillment by amazon

Since billing is handled by Amazon, orders from Amazon come into your BigCommerce control panel with the shipping address also listed as the billing address when looking at the expanded order details.

Amazon does not include the real email address of the customer. Instead, they share an automatically generated anonymous email address. Per Amazon’s policy, this address may not be used for marketing purposes.

amazon fba shipping

Partial shipments for orders from Amazon are not supported, so you won’t be able to modify the quantity shipped when creating shipments for Amazon orders.

Full and partial refunds are managed from your Amazon Seller Central dashboard.

Customer Experience on Amazon

Once your products are listed on Amazon, the browsing and checkout flows are controlled by Amazon.

If your offering is featured in the Buy Box, your business is listed as the shipper and seller.

win the amazon buy box

If your offering is not featured in the Buy Box, you may be listed as an “Other Seller”.

When a customer purchases one of your products, they will receive an email confirmation from Amazon. All order emails are handled by Amazon.

Your new Amazon order is brought into your BigCommerce control panel, and they’re shipped the same as you would any other order that comes in through your storefront. BigCommerce will update the order’s status on Amazon when you create a shipment or change the order status.

Visit our Knowledge Base article about Selling on Amazon for Frequently Asked Questions and a complete breakdown of how to manage your Amazon listing.

Additional Technical Resources

Are you one of our many customers selling on Amazon with BigCommerce? If so, please share some of your stories and successes below!

Table of Contents

IntroThe Definitive Guide to Selling on Amazon
Chapter 1 The Case for Multi-Channel Expansion to Marketplaces
Chapter 2 Selling Swimwear to Alaskans: How 3 Retailers Successfully Expanded on Amazon
Chapter 3 Is Your Business a Good Fit for Amazon?
Chapter 4 How Not to Sell on Amazon, According to The Former Head of Selling on Amazon
Chapter 5 A Handy Amazon Seller Account Setup Checklist to Drive Sales
Chapter 6 Amazon Selling Strategies to Get You Started Now
Chapter 7 Amazon Selling Pitfalls Even the Savviest Sellers Forget [Infographic]
Chapter 8 The Amazon Buy Box: How It Works for Sellers, and Why It’s So Important
Chapter 9 How to Master Amazon SEO and Move Your Products up the Search Rankings in 2017
Chapter 10 How to Successfully Market Products on Amazon & Think like a Buyer [2017]
Chapter 11 The Amazon Pricing Strategy that Will Boost Your Revenues
Chapter 12 Amazon Revenue Calculator: Fees, Metrics, & More [Infographic]
Chapter 13 How to Make $5,000 an Hour Selling on Amazon in 2017
Chapter 14 The 4 Secrets of Long-Term Amazon Success [including FBA]
Chapter 15 25 Essential Selling on Amazon Tips to Grow Sales and Win Market Share
Chapter 16 Selling on Amazon with BigCommerce