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  • Writer's pictureBrian Cummings

Amazon Exclusives Program: What You Need to Know

Updated: Apr 8

If you're an online seller looking to increase your product's visibility and reach a wider audience, you may want to consider joining Amazon Exclusives Program. This program, launched in 2015 by Amazon, is designed for third-party sellers with unique and innovative products. By partnering directly with Amazon, you can launch your exclusive items through the program for better visibility, sales, and brand recognition.


However, you won't be able to sell that specific product on other marketplaces, hence the "exclusive."


Amazon Exclusives Program offers a comprehensive package of promotional support, professional guidance, brand protection, and access to esteemed services. The program provides an enticing opportunity for eCommerce brands to amplify their visibility, capitalize on Amazon's global platform, and cater to a unique, sophisticated clientele. In fact, by 2022, Exclusives products are expected to generate over $25 billion in sales, making it a lucrative opportunity for sellers to build their business on Amazon.


However, it's important to note that to be part of the Amazon Exclusives Program, you must wave goodbye to other online marketplaces and commit to selling your products exclusively on Amazon. In this article, we'll dive deeper into what Amazon Exclusives Program is, how it works, and the benefits and drawbacks of joining the program. So, whether you're a new seller or an established brand, keep reading to find out if Amazon Exclusives Program is right for you.


Incidentally, are you an overseas e-commerce seller looking to break into the Amazon US marketplace? Before anything else, make sure you read our article on eligible countries for Amazon USA.


We also highly recommend for you to explore our prep center services and see how we can meet your needs - check out the details here.


Understanding Amazon Exclusives Program


Program Overview

Amazon Exclusives Program is a program launched in 2015, which focuses on unique products. The program allows third-party sellers to partner directly with Amazon to launch their innovative items for better visibility. Amazon Exclusives presents numerous advantages, including promotional support through display advertising, inclusion in the Exclusives catalog, and exposure via email campaigns. You are also given the opportunity to showcase your product in Lightning Deals and Best Deals and have access to the Amazon A+ Content program.


Admission Process

To join the Amazon Exclusives Program, you must provide Amazon with exclusive access to your product for at least six months. You must also meet the minimum performance metrics set by Amazon, which include order defect rate, late shipment rate, and cancellation rate. Additionally, you must pay a 5% fee on the sale price of your product, and a category fee if applicable. Referral fees, selling on Amazon fee schedule, and deal fees also apply.


Commitment and Obligations

When you join the Amazon Exclusives Program, you are committing to exclusivity with Amazon for at least six months. During this period, you cannot sell your product on any other platform or retail store. As a brand owner, you can use the Amazon Brand Registry to protect your brand and intellectual property rights. You are also responsible for ensuring that your product is always in stock, and you must maintain high performance metrics to remain in the program.


Fees and Commissions

As mentioned earlier, the Amazon Exclusives Program charges a 5% fee on the sale price of your product, and a category fee if applicable. Referral fees, selling on Amazon fee schedule, and deal fees also apply. Additionally, Amazon charges a commission on each sale made through the program. The commission is based on the product category and ranges from 6% to 45%. You can find more information about the fees and commissions on the Amazon Exclusives Program website.


Performance Metrics

To remain in the Amazon Exclusives Program, you must meet the minimum performance metrics set by Amazon. These metrics include order defect rate, late shipment rate, and cancellation rate. If you fail to meet these metrics, you may be removed from the program. However, Amazon will provide you with the necessary support and resources to help you improve your performance.

In summary, the Amazon Exclusives Program is an excellent opportunity for sellers and brands to launch their unique products on one of the world's largest e-commerce platforms. However, as with any program, there are commitments, obligations, and fees that you should be aware of before joining. By understanding these factors and meeting the minimum performance metrics, you can take advantage of the program's benefits and grow your business on Amazon.


Benefits of Amazon Exclusives


If you are an eCommerce brand looking to increase your visibility and capitalize on Amazon's global platform, the Amazon Exclusives program provides an enticing opportunity. This program offers several benefits that can help you amplify your brand's presence on the world's largest online marketplace.


Brand Protection and Support

One of the most significant benefits of the Amazon Exclusives program is the brand protection and support that Amazon provides. When you join the program, you gain access to Amazon's self-serve brand tools, which allow you to manage your brand's presence on the platform. You also get access to a brand advocate who can help you navigate the program and provide support when you need it.


Increased Discoverability

The Amazon Exclusives program provides tools to help brands increase the discoverability of their products. According to Amazon, this saves marketing costs. This is because Amazon has a vast customer base, and the program allows you to tap into that base by offering unique and innovative products. You can also take advantage of Amazon Prime, which can help increase your product's visibility and sales.


Marketing Opportunities

The Amazon Exclusives program offers several marketing opportunities that can help you promote your products and increase sales. You can participate in email campaigns, lightning deals, and deal of the day promotions. You can also work with a sponsored ads specialist to create targeted advertising campaigns and take advantage of Amazon onsite marketing to increase your product's visibility.


Fulfillment by Amazon

Fulfillment by Amazon (FBA) is a service that allows you to store your products in Amazon's fulfillment centers. When a customer places an order, Amazon picks, packs, and ships the product on your behalf. This service is available to Amazon Exclusives sellers, and it can help streamline your logistics and reduce your shipping costs.


Product Launch and Differentiation

The Amazon Exclusives program is designed for unique and innovative products. When you join the program, you get access to Amazon's product launch and differentiation tools. This can help you stand out from the competition and increase your product's visibility. You can also take advantage of Amazon's global platform to expand your brand's reach and increase your sales.

In conclusion, the Amazon Exclusives program provides several benefits that can help eCommerce brands increase their visibility, capitalize on Amazon's global platform, and increase their sales. If you have unique and innovative products, this program is worth considering.


Or perhaps you just need help in improving your brand presence on Amazon? Our article on Amazon Brand Analytics Reports can help you with that.


Challenges and Considerations


If you're considering joining the Amazon Exclusives Program, there are several challenges and considerations you should be aware of before making a decision. In this section, we'll cover some of the most significant challenges you may face.


Competition and Market Saturation

One of the biggest challenges with the Amazon Exclusives Program is the competition and market saturation. With so many sellers and products on the platform, it can be challenging to stand out and get noticed by customers. Additionally, because the program is exclusive to Amazon, you may miss out on potential sales from other online marketplaces or third-party sellers.


Brand Control and Unauthorized Sellers

Another challenge with the Amazon Exclusives Program is brand control and unauthorized sellers. When you join the program, you give Amazon control over your product listings and pricing. This can be a problem if unauthorized sellers start selling your products at a lower price, undercutting your margins and damaging your brand's reputation.


Financial Implications

There are also several financial implications to consider when joining the Amazon Exclusives Program. First, there's the 5% fee for all sales made through the program, in addition to the standard referral fees and selling on Amazon fee schedule. Additionally, there's a deal fee for Lightning Deals and Best Deals, which can add up quickly if you participate in these promotions frequently.


Overall, while the Amazon Exclusives Program can offer some significant benefits, it's essential to weigh the challenges and considerations carefully before making a decision. By understanding the potential risks and benefits, you can make an informed decision that's right for your business.


Conclusion


If you are a third-party seller looking to grow your business and increase your brand visibility, the Amazon Exclusives Program can be an enticing opportunity. With the program, you can launch your unique and innovative products on Amazon's global platform, gain access to esteemed services, and receive comprehensive promotional support.


One of the main benefits of the Amazon Exclusives Program is the brand protection it offers. By partnering directly with Amazon, you can ensure that your products are protected from counterfeiters and unauthorized resellers. Additionally, the program offers fulfillment via Amazon Prime, which means that your products will be delivered to buyers in just two days.


Another advantage of the Amazon Exclusives Program is the promotional support it provides. The program offers professional guidance to help you optimize your product listings, and it also includes access to Amazon's advertising services. This can help you increase your product visibility and drive more sales.


Overall, the Amazon Exclusives Program can be a valuable tool for third-party sellers looking to grow their business on Amazon. However, it's important to carefully consider the program's costs and requirements before deciding to join. By weighing the benefits and drawbacks of the program, you can make an informed decision about whether it's the right choice for your business.


Curious whether selling exclusively on Amazon is better than selling on your own website? Read our in-depth comparison of Amazon vs Shopify here.



Frequently Asked Questions


What is the Amazon exclusive program?

The Amazon Exclusives program enables sellers to offer distinctive products on the Amazon marketplace, while also permitting them to sell these items through their own e-commerce stores outside of Amazon.


What are exclusive products on Amazon?

Exclusive products are unique listings accessible solely to Amazon shoppers. These offerings typically represent variations of a brand's popular items or include extra features that customers can enjoy when they buy the product.


How do I become an Amazon exclusive brand?

Joining Amazon Exclusives requires a 5% sales fee, plus a $150 deal fee for more than 10 monthly deals. Eligibility hinges on your e-commerce store meeting performance criteria like low cancellation and defect rates, and unique product offerings not listed elsewhere. To enhance acceptance, showcase your product’s uniqueness, customer benefits, and provide detailed information. Decisions usually take 6 weeks, with the option to reapply after adjustments if initially rejected.


Why Amazon exclusive?

Joining Amazon Exclusives offers unique advantages, like access to product videos, exemption from deal fees for up to 10 deals monthly, and targeted display ads. Participants also receive a brand development manager for personalized guidance. However, it requires exclusivity to Amazon, limiting sales channels and potential market reach. Despite benefits like Prime shipping and enhanced product descriptions, the program's drawbacks include increased Amazon fees, restricted selling platforms, and potentially limited attention from development managers for smaller sellers. This could impact overall business growth and control.


What are the benefits of joining Amazon's exclusive program?

The Amazon Exclusives program offers unique benefits to third-party sellers. By partnering with Amazon, sellers can launch their innovative products with better visibility. The program provides a platform for sellers to reach a wider audience and gain more sales. Additionally, Amazon offers marketing and promotional support to exclusive products, which can lead to increased exposure and sales.


How does Amazon determine which products are eligible for exclusivity?

Amazon evaluates products based on their uniqueness, customer demand, and sales potential. The company looks for products that are innovative, high-quality, and have the potential to generate sales. Amazon also considers factors such as customer reviews, ratings, and feedback when selecting products for exclusivity.


Are there any fees associated with joining the Amazon exclusives program?

Yes, there are fees associated with joining the Amazon Exclusives program. Amazon charges a referral fee on each sale made through the program. The referral fee varies depending on the product category and ranges from 6% to 45%.


Can sellers still sell their exclusive products on other platforms?

No, sellers cannot sell their exclusive products on other platforms. The Amazon Exclusives program requires sellers to sell their products exclusively on Amazon. Sellers who violate this policy risk losing their eligibility for the program and may face penalties.


Are there any requirements for packaging or shipping for Amazon exclusive products?

Yes, there are requirements for packaging and shipping Amazon exclusive products. Sellers must adhere to Amazon's packaging and shipping guidelines to ensure their products arrive in good condition. Amazon also requires sellers to use its fulfillment services to ship their exclusive products.


What kind of support does Amazon offer to sellers in the exclusives program?

Amazon offers a range of support services to sellers in the Exclusives program. This includes marketing and promotional support, access to Amazon's customer service team, and assistance with product listings and optimization. Amazon also provides sellers with data and analytics to help them track their sales and performance.


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