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How to Create an Effective Amazon FBA Business Plan

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Business plan 101.

How to Create an Effective Amazon FBA Business Plan Stellar Business Plans

In the dynamic world of e-commerce, Amazon FBA (Fulfillment by Amazon) has emerged as a game-changer for aspiring entrepreneurs. As a startup consultant service provider, Stellar is committed to supporting your journey to success on the Amazon platform. This comprehensive guide will walk you through the process of creating a well-structured and successful Amazon FBA business plan . From market analysis and product selection to marketing strategies and financial projections, we’ve got you covered. With our step-by-step approach, you will gain the tools and knowledge to navigate the complexities of Amazon FBA and unlock the keys to a thriving e-commerce venture. Let’s dive in and make your Amazon FBA dreams a reality together!

The first step in creating a successful Amazon FBA business plan is understanding the e-commerce landscape and the prominence of Amazon as a major player in the industry. Here, we explore Amazon’s dominance, the advantages of using FBA, and the importance of conducting market research to identify profitable product niches.

The Rise of E-Commerce and Amazon’s Dominance: The global e-commerce boom has transformed the way consumers shop, and Amazon stands at the forefront of this digital revolution. As of [cite latest statistics], Amazon has captured [percentage] of the U.S. e-commerce market share, making it the undisputed leader. Its vast customer base, efficient logistics network, and fulfillment capabilities have given rise to the popularity of Amazon FBA among sellers.

Example: In [year], Amazon’s revenue reached [dollar amount], demonstrating its significance in the e-commerce industry.

An Overview of Amazon FBA and Its Advantages: Amazon FBA is a program that allows sellers to store their inventory in Amazon’s fulfillment centers. Amazon then handles the storage, packaging, and shipping of products, as well as customer service, returns, and refunds. This streamlined process offers several benefits to sellers, such as Prime eligibility, faster shipping, and access to Amazon’s loyal customer base.

Example: [Seller’s Name] used Amazon FBA to expand their business internationally and witnessed a [percentage increase] in sales within the first [number of months] of enrollment.

Conducting Market Research on Amazon: To succeed on Amazon, it is essential to conduct thorough market research. Understand your target audience, their preferences, and pain points. Leverage Amazon’s own data and tools to identify trends, evaluate demand, and explore opportunities.

Example: By analyzing Amazon’s Best Seller Rank (BSR) and conducting keyword research, [Seller’s Name] discovered a high-demand product category with low competition, leading to their product’s success on the platform.

Identifying Profitable Product Niches: Identifying the right product niche is crucial for long-term success. Focus on products with sufficient demand and profitability potential, and assess the level of competition to carve a niche for yourself.

Example: [Seller’s Name] capitalized on the growing trend of sustainable and eco-friendly products, offering unique items that resonated with environmentally conscious consumers.

Understanding the market landscape and analyzing competitors are vital components of a robust Amazon FBA business plan. In this section, we delve into the importance of market analysis and competitor research and provide actionable tips to gain insights into your competition.

The Importance of Market Analysis: A comprehensive market analysis helps you understand the market size, trends, and growth potential for your product category on Amazon. It provides a solid foundation for your business plan and helps you make data-driven decisions.

Example: [Seller’s Name] identified a surge in demand for home fitness equipment during the pandemic through market analysis, leading them to pivot their product offerings and achieve remarkable sales growth.

Analyzing Competitors on Amazon: Identifying and analyzing your competitors’ products, pricing strategies, and customer feedback can offer valuable insights. Understanding their strengths and weaknesses allows you to differentiate your brand and products effectively.

Example: By studying competitor listings and customer reviews, [Seller’s Name] identified a gap in the market for premium quality products at competitive prices, positioning themselves as a top choice among customers.

Utilizing Tools and Data for Insights: Leverage various tools and data available on Amazon to gain deeper insights into customer behavior, keyword rankings, and competitor performance. Amazon’s Seller Central and third-party software offer valuable data for informed decision-making.

Example: [Seller’s Name] used an analytics tool to track keyword performance and made strategic adjustments to their product listings, resulting in increased organic traffic and sales.

In a competitive Amazon marketplace, defining a compelling Unique Selling Proposition (USP) is essential for standing out and attracting customers. This section explores the importance of a strong USP and provides guidance on crafting one that resonates with your target audience.

Understanding Your Product’s USP: Your USP is what makes your product different from others in the market. Identify the unique features, benefits, or solutions your product offers and how they fulfill the needs of your target customers.

Example: [Seller’s Name]’s eco-friendly cleaning product line offers biodegradable packaging and natural ingredients, appealing to environmentally conscious consumers seeking sustainable alternatives.

Crafting a Compelling USP for Amazon Shoppers: Your USP should be communicated clearly and concisely in your product listings. Craft compelling product titles, bullet points, and descriptions that highlight your product’s key selling points and how it addresses customer pain points.

Example: [Seller’s Name] created an attention-grabbing product title that emphasized their product’s time-saving benefits, leading to higher click-through rates and conversions.

Leveraging Your USP for Brand Positioning: Your USP forms the foundation of your brand positioning on Amazon. Consistently convey your USP across all marketing touchpoints to build brand recognition and loyalty.

Example: [Seller’s Name] developed a brand story centered around their USP, reinforcing their commitment to sustainability and creating a brand that resonates with environmentally conscious consumers.

Selecting the right products for your Amazon FBA business is crucial to your success. In this section, we explore criteria for product selection and various sourcing options to help you make informed decisions.

Criteria for Selecting Products for FBA: Choose products based on factors such as demand, competition, and profitability. Consider products with consistent demand and long-term potential.

Example: [Seller’s Name] used market data to identify products with seasonal demand and adjusted their inventory levels accordingly to maximize profitability.

Different Sourcing Options and Their Pros and Cons: Select the sourcing method that aligns with your business goals and budget. Options include manufacturing, private labeling, wholesale purchasing, and more.

Example: [Seller’s Name] opted for private labeling to create a unique brand identity while avoiding the complexities of manufacturing from scratch.

Ensuring Product Quality from Suppliers: Maintaining product quality is essential to build trust with customers. Establish a thorough vetting process for suppliers to ensure consistent quality.

Example: [Seller’s Name] partnered with suppliers who adhered to strict quality control standards, resulting in positive customer feedback and reviews praising the product’s quality.

Branding and packaging play a crucial role in shaping your customers’ perception of your products and brand. In this section, we explore the power of branding and share tips for designing informative and visually appealing packaging.

The Power of Branding on Amazon: A strong brand identity creates trust and loyalty among customers. Develop a brand story that resonates with your target audience and reflects your core values.

Example: [Seller’s Name] incorporated their passion for health and wellness into their brand story, connecting with health-conscious consumers seeking premium products.

Designing Eye-Catching and Informative Packaging: Your product packaging serves as a first point of contact with customers. Design packaging that not only catches the eye but also communicates essential product information effectively.

Example: [Seller’s Name] designed packaging that showcased key product features and usage instructions, reducing customer inquiries and returns.

Building Customer Loyalty through Branding: Consistent branding across all touchpoints fosters customer loyalty. Provide a memorable and cohesive customer experience to encourage repeat purchases.

Example: [Seller’s Name] used branded inserts and follow-up emails to thank customers for their purchases and offer exclusive discounts on future orders.

Setting the right price for your products is crucial for balancing competitiveness and profitability. In this section, we explore pricing strategies and how to calculate all costs involved in Amazon FBA to ensure healthy profit margins.

Pricing Strategies for Competitive Advantage: Consider factors such as production costs, competitor pricing, and customer perception when determining product prices.

Example: [Seller’s Name] used a competitive pricing strategy, positioning their products slightly below competitors to attract price-sensitive shoppers while maintaining profitability.

Calculating All Costs for FBA: Understand the various costs involved in the Amazon FBA process, including fulfillment fees, storage fees, shipping costs, and other expenses.

Example: [Seller’s Name] kept meticulous records of all costs associated with FBA, allowing them to make data-driven decisions and optimize their pricing strategy.

Achieving Healthy Profit Margins: Strive for profit margins that ensure sustainability and growth. Monitor and adjust pricing strategies as needed to maintain profitability.

Example: [Seller’s Name] consistently monitored their profit margins and adjusted pricing during peak seasons to capitalize on increased demand without compromising profitability.

Efficiently managing inventory levels and order fulfillment is essential to meet customer demand and maintain a positive shopping experience. In this section, we explore best practices for inventory management and understanding Amazon’s FBA fulfillment process.

Efficiently Managing Inventory Levels: Optimize inventory levels to prevent stockouts and overstocking. Use inventory management tools and demand forecasting to ensure timely replenishment.

Example: [Seller’s Name] implemented inventory management software that provided real-time insights into stock levels, reducing instances of stockouts and optimizing inventory turnover.

Understanding Amazon’s FBA Fulfillment Process: Learn how Amazon handles order fulfillment, including receiving, storage, picking, packing, and shipping.

Example: [Seller’s Name] regularly monitored Amazon’s FBA inventory reports to ensure products were consistently in stock and available for fast shipping.

Ensuring Timely Order Fulfillment: Meeting Amazon’s performance metrics for order processing is critical to maintaining a healthy seller account. Prioritize timely shipping and minimize order processing delays.

Example: [Seller’s Name] implemented a streamlined order fulfillment process that reduced order processing times, resulting in improved seller performance metrics.

Amazon SEO (Search Engine Optimization) is essential for improving product visibility and driving organic traffic to your listings. In this section, we delve into Amazon SEO best practices and how to optimize product listings effectively.

The Role of Amazon SEO in Product Visibility: Understand Amazon’s search algorithm (A9) and its impact on product rankings. Optimize your product listings with relevant keywords to increase visibility.

Example: [Seller’s Name] optimized their product titles and bullet points with high-converting keywords, resulting in improved search rankings and increased organic traffic.

Optimizing Product Listings with Persuasive Content: Craft product titles, bullet points, and descriptions that highlight your product’s key features and benefits. Use compelling images and Enhanced Brand Content (EBC) to engage customers.

Example: [Seller’s Name] used EBC to create visually appealing product descriptions that showcased their product’s unique selling points, leading to higher conversion rates.

Best Practices for Amazon SEO: Stay updated with Amazon’s SEO best practices and algorithm changes. Regularly A/B test your product listings to identify high-performing variations.

Example: [Seller’s Name] conducted regular A/B tests on their product titles and images, using data-driven insights to refine their listings and boost conversions.

Promoting your products effectively is key to driving sales and increasing visibility. In this section, we explore Amazon advertising, promotions, and off-platform marketing strategies.

Leveraging Amazon Advertising (PPC) to Drive Sales: Amazon’s advertising options, including Sponsored Products and Sponsored Brands, offer opportunities to reach a broader audience and drive sales.

Example: [Seller’s Name] used Amazon Sponsored Products to increase their product’s visibility and experienced a surge in sales during a holiday promotion.

Running Promotions and Deals to Attract Customers: Lightning deals, coupons, and other promotions help attract new customers and encourage repeat purchases.

Example: [Seller’s Name] ran a limited-time coupon promotion that resulted in a significant increase in sales and brand exposure.

Integrating Off-Platform Marketing Strategies: Complement your Amazon marketing efforts with off-platform strategies such as social media marketing, influencer collaborations, and email marketing.

Example: [Seller’s Name] leveraged social media influencers to promote their products, resulting in increased brand awareness and a boost in sales.

Providing exceptional customer service and managing product reviews are essential to maintaining a positive reputation on Amazon. In this section, we explore strategies for delivering top-notch customer support and obtaining positive reviews.

Providing Exceptional Customer Service on Amazon: Respond promptly to customer inquiries and address any issues or concerns. Excellent customer service leads to positive reviews and repeat business.

Example: [Seller’s Name] established a dedicated customer support team to provide timely responses to customer inquiries, leading to higher customer satisfaction rates.

Strategies for Obtaining Positive Reviews: Encourage satisfied customers to leave positive product reviews through follow-up emails and post-purchase engagement.

Example: [Seller’s Name] included personalized thank-you notes in their packaging, prompting customers to leave reviews and share their positive experiences.

Managing Negative Feedback Constructively: Address negative reviews professionally and proactively. Resolve customer issues to turn dissatisfied customers into loyal brand advocates.

Example: [Seller’s Name] promptly addressed negative reviews and offered personalized solutions, leading to positive follow-up reviews from previously dissatisfied customers.

Accurate financial projections and budgeting are crucial for making informed business decisions. In this section, we explore how to create realistic financial forecasts and allocate budgets for growth and marketing.

Creating Realistic Financial Forecasts: Accurate financial projections are vital for budgeting and decision-making. Forecast sales, expenses, and cash flow over a specific period.

Example: [Seller’s Name] used historical sales data and market trends to create realistic financial forecasts, aiding them in making strategic investment decisions.

Estimating Revenue, Expenses, and Profitability: Calculate net profit, gross margin, and return on investment (ROI) to gauge the business’s financial health. Differentiate between fixed and variable costs and their impact on profitability.

Example: [Seller’s Name] tracked their expenses meticulously, identifying areas where cost optimization could be achieved to improve overall profitability.

Allocating Budget for Growth and Marketing: Determine the appropriate allocation of resources for marketing initiatives and inventory management. Develop strategies for cost optimization while ensuring adequate funding for growth opportunities.

Example: [Seller’s Name] allocated a portion of their budget for Amazon PPC campaigns and reinvested a percentage of profits into launching new product lines.

Planning for long-term growth and expansion is essential for sustaining success on Amazon. In this section, we explore strategies for launching new products, entering new markets, and adapting to changes in the Amazon marketplace.

Planning for Long-Term Growth and Expansion: Cultivate a growth-oriented mindset and identify opportunities for expanding your product lines or entering new Amazon marketplaces.

Example: [Seller’s Name] expanded their product offerings to complement their existing line, catering to the diverse needs of their loyal customer base.

Strategies for Launching New Products and Entering New Markets: Conduct market research and product testing before launching new products. Build pre-launch marketing strategies to generate anticipation and buzz.

Example: [Seller’s Name] conducted a beta launch for their new product, gathering feedback from a select group of customers before the official launch, resulting in a successful product rollout.

Adapting to Changes in the Amazon Marketplace: Stay updated with Amazon policies, trends, and algorithm changes. Develop strategies for adapting to market shifts and changes in consumer behavior.

Example: [Seller’s Name] closely monitored Amazon’s policy updates and adjusted their marketing strategies to align with new guidelines, ensuring compliance and continued growth.

Even with a thriving Amazon FBA business, it is essential to have an exit strategy and contingency plans in place. In this section, we explore exit options and strategies for managing potential challenges.

Considering Exit Options for Your Amazon FBA Business: Understand exit options, such as selling your Amazon business to another entrepreneur or Amazon aggregator. Consider the factors that influence the value and attractiveness of your Amazon FBA business.

Example: [Seller’s Name] explored various exit options, ultimately selling their successful Amazon FBA business to an Amazon aggregator, allowing them to pursue new ventures.

Developing Contingency Plans for Potential Challenges: Identify potential risks and challenges in the Amazon marketplace and develop contingency plans for business continuity.

Example: [Seller’s Name] had contingency plans in place for potential supply chain disruptions, allowing them to navigate challenges such as logistics delays effectively.

Building a Resilient and Sustainable Business Model: Create a business model that can withstand challenges and capitalize on opportunities. Emphasize adaptability and continuous improvement in building a sustainable Amazon FBA business.

Example: [Seller’s Name] continuously optimized their business operations and product offerings, ensuring their business remained relevant and profitable amidst changing market dynamics.

Congratulations! You have completed our comprehensive guide on how to create an effective Amazon FBA business plan. With the knowledge and insights gained from this guide, you are now equipped to embark on your ecommerce journey with confidence. Remember that success on Amazon requires dedication, adaptability, and a commitment to providing exceptional customer experiences. As your partner in success, Stellar Business Plans is here to support you every step of the way. Let’s make your Amazon FBA business thrive and leave a lasting impact in the world of e-commerce. Happy selling!

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Amazon FBA Business Plan Template

Amazon FBA Business Plan Template

So you’ve ticked off everything on your business plan checklist down to a T.

All products are ready to be listed, supply arrangements sorted, distributor partnerships signed, all packages properly labelled, and Amazon system records on point.

Great! So you’ve got an FBA business. Or do you?

If you’ve made it to this stage, the good news is that you’re off to an excellent start. The bad news? Listing products on Amazon is just the tip of the iceberg.

With such low barriers to entry, almost anyone can start an Amazon FBA business . To differentiate yourself from the competition, it’s important to have a plan of how you are going to get there.

Amazon FBA is the answer that can help you bring your business to the next level. By letting Amazon manage your logistics, it makes operations easier, and with such a large audience that shops on the platform, it is also a good place to find new customers at the same time.

The result? Products become more visible to millions of Amazon customers while providing world-class fast shipping and acclaimed customer service.

Crafting an FBA business plan from scratch can be taxing and overwhelming but it’s going to be worth it. The true success of an FBA seller lies within your ability to make functional plans that are transparent and measurable, be willing yet flexible, and open to leveraging your competitive advantage.

And, once you’re ready to go, don’t forget to check out our top tips here to take your biz to the next level: Amazon FBA business secret recipe for success in 2021 .

In this article, we take a closer look at how to create a business plan specifically for selling on Amazon FBA.

Table of Contents

The best advice and insights for selling on amazon this year.

There’s a lot to know when it comes to selling on Amazon. In this guide, you’ll find expert tips and advice to make sure you start strong and stand out from the crowd.

What to Include in Your Amazon FBA Business Plan

An Amazon FBA business plan template serves as the internal roadmap to implement when starting and growing your business.

It’s a vital part of establishing the groundwork required, streamlining your business positioning, analysing the step-by-step process in realising your goals, and ensuring that you have some type of viable commercial potential.

Here are the core parts of the comprehensive A2X Amazon FBA Business Plan Template:

Executive Summary

This is the most critical part of business planning. This is where you introduce your business. It is a smart tool that consolidates all key elements of your plan - an essential tool to structure your business plan. Ideally, this is recommended to be completed last to summarize each section of your plan.

Company Description

Anoverview of the company. You may include your mission and vision, company formation information, founders, location, and notable achievements, if applicable. It features three important sub-sections:

  • Main objectives: This subsection answers your goals and purposes of starting this FBA business.
  • Products or services: This is where you identify your products. This involves the development stages, product images, pricing, past test results, and anticipated future products.
  • Value proposition: This defines your edge over the other competitors. Your value proposition is there to answer the questions, ‘What do you offer, what makes you different, and why do you do what you do?’. Essentially, this gives you a good gauge how clear your business trajectory is.

Marketing Plan/Analysis

An absolute must have, this serves as a vital guide for the merchant as to which marketing activities need to be done, how they will be executed and where the future goals tie into your Amazon FBA Business Plan.

This holds the key information that all your partners and potential investors are going to want to know. You may include the following, depending on your needs:

  • SWOT analysis: Strengths, weaknesses, opportunities, and threats. This analysis focuses on determining the best opportunities to pursue in order to achieve your growth goals. A SWOT analysis may look something like this .
  • Financial projections: Based on your expected sales figures, how much do you envisage your business turning over?
  • Target market research: Target market size, total addressable market (TAM), market research/trends, and what you do. Note: to learn more about trends for any particular niche, try the Google Trends tool, and Jungle Scout web app
  • Customer segments/target customer profiles & personas: This is where you identify your mass and niche markets. Here, you identify the groups of people who are most likely to buy your products, and the qualitative factors that matter most to them.
  • Customer relationships: Strategies to build a lasting relationship with your target market.
  • Brand and product positioning: Where in the market does your brand sit? Are you offering a premium range of items? Does your brand convey cheap and cheerful? Is design a major selling factor?
  • Elevator pitches and taglines: quick and creative ways to describe your brand.
  • Marketing plans/channels to be used: Include details of whether you plan to reach customers via paid ad placement or organic search engine ranking, affiliate outreach, or a combination of all three
  • Marketing ideas and strategies: planning this ahead of time will ensure that any money you spend on advertising you have considered first, and can track progress.
  • Marketing budget: Based on your company’s finances, how much can you afford to spend on marketing?
  • Estimates of ‘cost per action’ of any testing conducted: this can include cost per click, cost per conversion, sampling costs and more. Whilst it can be very easy to get bogged down in detail, it’s important to only focus on metrics that actually matter to your business.

Operational Plan

This part is intended to organize the moving parts of your business and allow for a practical understanding of the industry and your products.

If you are starting out on a shoestring budget, much of the operational plan will be irrelevant. However, we have included a detailed checklist of components to consider for businesses with access to larger amounts of capital and bigger plans. Here are the most important things to keep in mind:

  • Facilities and space needed: Either within FBA warehouses, or if you are also handling warehousing, then this would include the space needed in your own house/distribution center/other facilities.
  • Technology needs: There are a range of software and cloud-based technologies that can be useful for simplifying the operations of an Amazon seller business. For example, A2X simplifies Amazon accounting by automating the flow of financial data from Seller Central to QuickBooks Online or Xero .
  • Equipment needs.
  • Supply chain management: Stock requirement prediction tools such as and inventory management applications like Cin7 can be very helpful.
  • Logistics and distribution plans: Consider including details about your prep warehouses and freight forwarding partners.
  • Order and fulfilment processes.
  • Quality control checks.
  • Legal and accounting needs.

Management & Organization

In a nutshell, this section of your Amazon FBA business plan discusses your management and industry experience of your team and provides a rundown on the assigned people for each task.

You may be keen to include some or all of the following, depending on your needs:

  • Founders and executive team.
  • Any owners and shareholders.
  • Board of directors.
  • Consultants and special advisors.
  • Key team members and department heads.

Financial Plan

This is a critical part of your Amazon FBA business plan because this is where you show the exact figures and a run through of your current financial state, thorough startup cost, forecasts and goals.

This is geared towards providing secure funding of what you need and a product/business development budget. For those who loaned the startup funds, it is here that you want to include a repayment schedule, rundown of the exact use of funds, steps you plan to reach your goals, payment schedule in detail, petty cash funds, and contingency funds.

Here are some prompts for what to include:

  • Revenue streams: Look at what you are charging and if you could be charging more. How are you receiving your payments and does it contribute enough to overall revenue?
  • Cost structure: Pin down fixed and variable expenses to give you an opportunity to see what you can improve on.
  • Current balance sheet: This is applicable for existing FBA businesses.
  • Past two years’ financial list, if applicable.
  • Projections for 12 months and annually through year 5.
  • Break-even analysis.
  • Cash flow projections.
  • Income and expenses.
  • Expense projection.

This includes the finer details that are referenced throughout the business plan.

You may want to include the following:

  • Articles of incorporation and company status.
  • Shareholders agreement and company constitution.
  • Resumes of founders and key team members.
  • Copies of insurance contracts.
  • Trademarks and patent registrations.
  • Employment and supply contracts.
  • Appraisals.
  • Deeper research data or links to references.

Consider Keeping it Brief

Ideally, your Amazon FBA business plan should be kept short, simple, and straightforward.

In the above section, we have included a detailed rundown on everything that you might decide to include in your business plan - however, these elements aren’t necessarily required.

During the early stages of a startup, it is important to lean towards action rather than meticulous planning. If you are a funded venture with significant amounts of capital, or are looking for lending/investment, you will probably be required to produce a detailed business plan.

On the flip side, if you own or manage an established business that is considering Amazon FBA as another way to reach customers, it may also be a good idea to formulate a detailed business plan.

Just remember: keep it appropriate for the scale of your business.

It is often advised that you should keep your business plan to a one-page document in the early stages of building your business. This will help to gain clarity through brevity. A good tool to help is Plan Cruncher .

Plan Cruncher is a web tool that creates a one-page (give or take), visual summary of the meaning behind your business plan. It is only composed of compact descriptions and visual icons to expand your thoughts into tweet-sized paragraphs composed of 280 characters in bullets.

While this is not geared towards replacing the conventional business plan templates, it can serve as an interesting deviation to establish your plan overview in a quicker, direct, and more functional manner.

It can be done and read fast enough that it wouldn’t get in the way. It’s a good way to plan the present and organize the future in an easier, more direct manner without the need to get drowned in a sea of words.

Sample Amazon FBA Business Plan

This example FBA business plan is for a hypothetical food product that uses quinoa to provide a healthier alternative to traditional cereal foods.

We are a new company that aims to diversify our products - hoping to successfully saturate the existing and new markets by pioneering a swerve from the usual cereal buzz.

  • Fuel is the healthier alternative to the commercial cereals, as it is made with quinoa nibbles, assorted berries, mānuka honey, and dark chocolate.
  • It comes in two forms: the 2-in-1 100 gram handy pack, nutrient-loaded quinoa nibbles and a family pack for ultimate value-for-money.

Value Proposition

  • It allows maximum mobility for breakfast eaters who do not have time to sit down and have a proper meal for breakfast for the active, on-the-go people, and the 350 gram big box in contoured shape for home use.
  • Our products are packaged in sugarcane-based products. We add value to our product as we aim to lower our carbon footprint through our environment friendly packaging process, as well as our corporate advocacy towards supporting Fair Trade .

SWOT Analysis (Strength, Weaknesses, Opportunities, and Threats).

  • Our products are made with premium and high quality quinoa, dark chocolate, and Manuka honey blended with organic and tasty dried berries.
  • Quinoa: An impressive protein content, quinoa is the perfect gluten-free substitute for pasta, rice or couscous.
  • Manuka honey: Sweet, organic and healthy. It’s packaged in a wide range of forms (Investment opportunities in/from the New Zealand honey industry).
  • Dark chocolate: Dark chocolate is packed with various benefits to human body and is popular all around the world.
  • Packaging: Our hip packaging adopts the modern technique to reuse and recycle 100% of the package. It is biodegradable and non-toxic for the planet.


  • Quinoa, is expensive to grow as it is grown only in some parts of the world and is harvested manually.
  • There are reports of the booming success of the quinoa plantation in Western Australia and Tasmania—a beneficial effort for our brand.
  • Being expensive may prevent people from buying our product.


  • Fuel is targeted at a niche product where people would be likely to pay more money for the benefit of convenience, good taste, and natural energy that cannot be gained together from other substitutes.
  • Breakfast foods is a saturated market, which we can tell just by looking at shelves in the supermarket. There are wheat, oats, and cornflake-based cereals, mixed with various nuts and dried fruits.
  • Potential supply chain issues on high demand ingredients such as mānuka honey.

Target Market Research and Customer Segments

  • Both male and female, aged 7-80 years old.
  • With high nutrients, luxury ingredients, and a portable design, Fuel is targeted for office workers, outdoor & gym goers, school kids, and people on special diets.

Marketing Plans/Channels to be Used (paid/organic?)

  • We work on communicating our product and its values to our potential customers.
  • Social media and word-of-mouth may be used to establish authority outside of Amazon.
  • Office workers and outdoor goers need networking in their daily life - so we will attend professional networking events in our locale, the San Francisco Bay Area.
  • School kids are the consumers, but their parents are more likely to make purchase decisions. In consequence, forums at job, outdoor, and kids education related fields would be our advertising targets.

Marketing Ideas and Strategies:

  • Free: Organic promotions on social networking sites and websites. We will utilise Facebook, Twitter, Instagram, and Pinterest, Tumblr, Wordpress, and Blogger amongst others.
  • Paid promotions: With the massive impact of digital marketing, we can capitalize on Google Adwords, Google Analytics, Search Engine Optimization, Tag Manager, Search Console (formerly known as WebMaster Tools), and Visual Website Optimizer.

Cost Structure

  • Production costs include logistics, allocation for rent, packaging, office staff salaries, etc.
  • Operating costs of quinoa importation from our suppliers facilities in Western Australia and/or South America, acquisition of the other ingredients.
  • Other relevant determinants of price include operations management expenses, packaging, distribution expenses, stages of product life cycle, research and development, and promotion tactics.
  • Suggested retail price: Fuel box is $7.99USD/350g, and Fuel On-the-go Pack is $2.99USD/box (with 50g nibbles and 100ml milk).

It All Depends on Your Business

Whilst some businesses are best suited to meticulous planning, for others (such as starting a coffee cart or applying a retail arbitrage FBA strategy), it is better to be action-based.

Hopefully, our FBA business plan template and guidance helps you to gain a clearer understanding of what matters in your business, and what doesn’t really matter.

On a final note, it’s important to begin with the end in mind. By understanding where you want to go, you can get a better idea of the most important activities to do today.

Check out our free guide on how to sell your Amazon FBA business to learn more .

Also on the blog

  • The A2X Amazon Accounting Hub
  • Tips for Getting Started with Amazon FBA Accounting
  • Sales Tax Strategies for Amazon FBA Sellers
  • Intelligent Automation for the Amazon Seller
  • 6 Common Accounting Mistakes that FBA Sellers Make
  • Why Most Amazon Seller Businesses Don’t Work and What to Do About It

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Are you ready to succeed with selling on Amazon FBA?

Download our free guide to selling on Amazon FBA in 2022 to learn about:

Amazon in 2022

An overview of the Amazon seller landscape and key changes.

Business models

The playbooks that different sellers use to succeed, so that you can select the right fit.

Selling fees

We break down what it costs to sell on Amazon and the fees at each step along the way.

Fulfillment options

Discover the ways that you can send products to your customer base.

Product research

How to find winning product opportunities to list on Amazon.

Creating your account

The steps to setting up your Amazon seller account.

Listing your products

How to get your products online and optimize them for success.

Attracting and retaining customers

Use these tips to find your audience and convert them on your offerings.

Automation and growth

Important automations and integrations to get your business ready for scaling up.

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Amazon FBA Business Plan

business plan template amazon fba

Free Business Plan Template

Download our free business plan template now and pave the way to success. Let’s turn your vision into an actionable strategy!

  • Fill in the blanks – Outline
  • Financial Tables

How to Write an Amazon FBA business plan?

Writing an Amazon FBA business plan is a crucial step toward the success of your business. Here are the key steps to consider when writing a business plan:

1. Executive Summary

An executive summary is the first section of the business plan intended to provide an overview of the whole business plan. Generally, it is written after the entire business plan is ready. Here are some key components to add to your summary:

Introduce Your Business:

  • For example, mention if you’re a startup, an established Amazon FBA seller, or a traditional seller wanting to grow on Amazon.

Market opportunity:

Product and services:, marketing & sales strategies:, financial highlights:, call to action:.

Ensure you keep your executive summary concise and clear, use simple language, and avoid jargon.

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business plan template amazon fba

2. Business Overview

Depending on your business details, you’ll need different elements in your business overview. Still, there are some foundational elements like business name, legal structure, location, history, and mission statement that every business overview should include:

Business Description:

Provide all the basic information about your business in this section like:

  • Business name and model: Describe what your FBA business does and what business model(s) you follow. For instance, you may follow one or more business models—private label, retail arbitrage, wholesale, dropshipping, and handmade.
  • Company structure of your Amazon FBA business, whether it is a sole proprietorship, a partnership firm, or something else.
  • Location of your Amazon FBA business and why you selected that place.

Mission statement:

Business history:, future goals:.

This section should provide an in-depth understanding of your Amazon FBA business. Also, the business overview section should be engaging and precise.

3. Market Analysis

Market analysis provides a clear understanding of the market in which your Amazon FBA business will run along with the target market, competitors, and growth opportunities. Your market analysis should contain the following essential components:

Target market:

  • For example, women between the age of 23 and 53, using makeup and beauty products will be an ideal target market for someone who’s selling cosmetics on Amazon.

Market size and growth potential:

Competitive analysis:, market trends:.

  • For example, Sustainable and ethical fashion has a growing demand in the market. You can explain how you plan on dealing with it as an Amazon FBA clothing seller.

Regulatory environment:

Some additional tips for writing the market analysis section of your business plan:

  • Use various sources to gather data, including industry reports, market research studies, and surveys.
  • Be specific and provide detailed information wherever possible.
  • Include charts and graphs to help illustrate your key points.
  • Keep your target audience in mind while writing the business plan

4. Products And Services

The product and services section of an Amazon FBA business plan should describe the specific services and products that will be offered to customers. To write this section should include the following:

Product desription:

  • Start this section by describing products your business will sell on Amazon. Your product and services section must include details about product quality, design, and benefits, as well as their benefits and features.
  • Product development: Describe how you are planning on developing and sourcing your products. Mention if you have any partnerships or relationships you have with any manufacturers, distributors, or suppliers.

Emphasize customer services:

Additional services:.

Overall, a business plan’s product and services section should be detailed, informative, and customer-focused. By providing a clear and compelling description of your offerings, you can help potential investors and readers understand the value of your business.

5. Sales And Marketing Strategies

Writing the sales and marketing strategies section means a list of strategies you will use to attract and retain your clients. Here are some key elements to include in your sales & marketing plan:

Develop your unique selling proposition (USP):

Pricing strategy:, marketing strategies:, sales strategies:, customer retention:.

Overall, the sales and marketing strategies section of your business plan should outline your plans to attract and retain customers and generate revenue. Be specific, realistic, and data-driven in your approach, and be prepared to adjust your strategies based on feedback and results.

6. Operations Plan

When writing the operations plan section, it’s essential to consider the various aspects of your business processes and procedures involved in operating a business. Here are the components to include in an operations plan:

Staffing & Training:

Operational process:, quality control:, shipping & logistics:, technology & system:.

  • By including these key elements in your operations plan section, you can create a comprehensive plan that outlines how you will run your Amazon FBA business.

7. Management Team

The management team section provides an overview of the individuals responsible for running the Amazon FBA business. This section should provide a detailed description of the experience and qualifications of each manager, as well as their responsibilities and roles.


Key managers:, organizational structure:, compensation plan:, board of advisors:.

Describe your company’s key personnel and highlight why your business has the fittest team.

8. Financial Plan

When writing the financial plan section of a business plan, it’s important to provide a comprehensive overview of your financial projections for the first few years of your business.

Profit & loss statement:

Cash flow statement:, balance sheet:, break-even point:, financing needs:.

Remember to be realistic with your financial projections and provide supporting evidence for your estimates.

9. Appendix

When writing the appendix section, you should include any additional information that supports the main content of your plan. This may include financial statements, market research data, legal documents, and other relevant information.

  • Include a table of contents for the appendix section to make it easy for readers to find specific information.
  • Include financial statements such as income statements, balance sheets, and cash flow statements. These should be up-to-date and show your financial projections for at least the first three years of your business.
  • Provide market research data, such as statistics on the size of the Amazon FBA industry, consumer demographics, and trends in the industry.
  • Include any legal documents such as permits, licenses, and contracts.
  • Provide any additional documentation related to your business plans, such as marketing materials, product brochures, and operational procedures.
  • Use clear headings and labels for each section of the appendix so that readers can easily find the information they need.

Remember, the appendix section of your Amazon FBA business should only include relevant and essential information supporting your plan’s main content.

The Quickest Way to turn a Business Idea into a Business Plan

Fill-in-the-blanks and automatic financials make it easy.


This Amazon FBA business plan sample will provide an idea for writing a successful Amazon FBA plan, including all the essential components of your business.

After this, if you still need clarification about writing an investment-ready Amazon FBA business plan to impress your audience, download our Amazon FBA business plan pdf .

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Frequently asked questions, why do you need an amazon fba business plan.

A business plan is an essential tool for anyone looking to start or run a successful Amazon FBA company. It helps to get clarity in your business, secures funding, and identifies potential challenges while starting and growing your Amazon FBA business.

Overall, a well-written plan can help you make informed decisions, which can contribute to the long-term success of your Amazon FBA business.

How to get funding for your Amazon FBA business?

There are several ways to get funding for your Amazon FBA business, but one of the most efficient and speedy funding options is self-funding. Other options for funding are

Small Business Administration (SBA) loan

Crowdfunding, angel investors.

Apart from all these options, there are small business grants available, check for the same in your location and you can apply for it.

Where to find business plan writers for your Amazon FBA business?

There are many business plan writers available, but no one knows your business and idea better than you, so we recommend you write your Amazon FBA business plan and outline your vision as you have in your mind.

What is the easiest way to write your Amazon FBA business plan?

A lot of research is necessary for writing a business plan, but you can write your plan most efficiently with the help of any Amazon FBA business plan example and edit it as per your need. You can also quickly finish your plan in just a few hours or less with the help of our business plan software.

About the Author

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Upmetrics Team

Upmetrics is the #1 business planning software that helps entrepreneurs and business owners create investment-ready business plans using AI. We regularly share business planning insights on our blog. Check out the Upmetrics blog for such interesting reads. Read more

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Download Amazon FBA Business Plan

Amazon FBA Business 101

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Darren DeMatas

January 30, 2024


What is Amazon FBA Business?

Amazon FBA is short for Fulfillment by Amazon. In simple terms, an Amazon FBA business allows you, as the seller, to choose the products and services you want to sell. You find a supplier, order the products, then package and ship everything to Amazon. The products are stored in one or more of Amazon’s warehouses and then sent to customers who order.

It’s an easy way for third-party sellers to offer Amazon Prime benefits to their customers. If you want to take advantage of the world’s largest online marketplace but you don’t want the hassle of handling order fulfillment , this is the way to do it.

How to Start an Amazon FBA Business

It’s pretty easy to get started with your own Amazon FBA business, but the more research you do ahead of time, the better off you’ll be. There’s plenty of competition out there. Jumping in without doing your homework could cost you.

Fulfillment By Amazon Fba Learn About Fba For Amazon Sellers

Choose Your Niche

The first step is the hardest and will take most of your time. Picking your niche (and the first products) makes or breaks your online business. If you choose something with little to no demand, is highly competitive, or expensive to purchase in bulk, you may not get the profit you were counting on.

This takes brainstorming, market research, and learning your supplier options.

Start by making a list of the things you’re passionate about and knowledgeable about. Think as broadly as possible – the time for narrowing things down comes later. As you come up with your list of ideas, think about niche product categories. For instance, “fashion” may be too broad, but “women’s fashion” is more niche.

Do you already have a blog or social media following? Leverage this to help you. For instance, if you love food and cooking and your followers know that, they are more likely to trust you when you start marketing your new line of kitchen tools and gadgets.

By choosing something you’re already passionate about, it’ll be much easier to write about it on your blog or create podcast content around it. Your followers will be able to sense the authenticity behind it.

How to Find Products to Sell

Search your product idea on Amazon and other major retailers. Take a look at the price. Aim for something that’s more than $10 but less than $50. Why? That’s the target price range for impulse buys. Impulse buys are likely to turnover stock faster.

Next, use Amazon keyword tools to get an idea of how many people are searching for certain keywords. This will help you make sure there’s a demand for your chosen product – and can help you find the words and phrases you should use in your product’s title and description.

Now, use the Best Sellers Rank (BSR) on Amazon. The ratings show you where there is a demand for the product. This alone should not be what you base your decision on. However, if you notice that a particular item dominates a product category, it may indicate the category is too competitive for your first product.

Take a look at the first three to five products on the seller page within a given category. The lower the BSR number, the more it sells, and the higher it is ranked.

If a lot of products within the category have low BSRs, you’re looking at a highly competitive category. If there are many products with higher BSRs, this could be easier to start with since there’s not as much competition.

You can use Amazon product research tools to help you conduct your product research . With these tools, you can determine competition, demand, FBA fees, and more.

Once you’ve narrowed down your choice to a handful of best products or a product category , Amazon has resources to help you determine the FBA fees associated with the product. A product’s fulfillment fees vary based on a variety of factors, including:

  • Product size
  • Product shape
  • Product weight

When you choose to sell products on Amazon, you do not want your first product to be something that competes with brand names or highly recognized and well-established products . It can be hard to start your Amazon FBA business in a product category with well-established products with high ratings. If you find that most of the products in a category have more than 50 customer reviews and rank high on the BSR, it indicates the category is likely too competitive to start with. You can try to break into it later when you’ve gained traction elsewhere.

Source Your Products

Depending on what your research reveals and the type of business model you want to use with your Amazon FBA business, there are multiple ways to source your products.

Retail Arbitrage

Retail arbitrage sellers find sale and clearance products at local retail stores. They list them for a profit on Amazon. With the Amazon Seller app or another barcode scanning app, you can scan individual products to see how much they are selling for on Amazon and how much you’d pay in fees to sell the item. If you can find items that have at least a $3 profit, you should consider listing them.

How Retail Works

If you don’t have many retailers in your local area, you can use a variation of this, known as online arbitrage. Instead of physically shopping the retailers, you place online orders for the products.

At this point, you know what kind of product you’re going to sell, but it’s not time to relax quite yet. You need to find a supplier for your products – and to make the most money, that typically means sourcing your products from outside the United States.

Google is a great place to start. As you research, take notes on minimum order requirements, unit prices, regions they supply, lead times, etc. This can help you evaluate the suppliers and make your final choice easier.

One way to combine wholesale with retail arbitrage is to look for wholesale lots on websites like eBay.

Private Label

Using this approach, you create a brand of your own with an existing product. Private label products are those that are common but generic enough to brand yourself. Walmart has Great Value, Mainstays, and Equate, for instance. Amazon has Amazon Basics and Amazon Essentials. If you want to create a private label brand, it’s best to avoid products that would directly compete with Amazon.

How private labeling works

Alibaba is a common private label supplier, but they’re not the only game in town. If you want to start your own private label brand, spend time researching other private label sellers on Amazon and off. This will help you not only with selling on Amazon but also with your overall business strategy.

How to Establish Your Own Brand

Regardless of whether you want to build a long-term brand or just choose something that goes with your first product, your brand is a core part of your marketing strategy.

To get started with your Amazon business, you’ll need a seller name and a product brand name.

Your seller name is the company that every product you sell on Amazon falls under.

Your product brand name. You can have a separate brand name for each of your product listings. If you sell something in the kitchen category, you can have a kitchen-like brand name. If you sell a pet product, you can have another brand name for that, and so on. You set up each brand under your main company.

Amazon provides the following guidelines for creating your seller name:

“Your seller display name is displayed with your listings and on your Seller Profile. Sellers are generally allowed to be descriptive or fanciful as they like when creating their display names. There are a few constraints, however.”

  • Each seller has to have a unique display name.
  • Display names cannot have the word “Amazon” or any other Amazon domain name or trademark.
  • You, as the seller, must have all necessary rights to your display name.
  • Only letters, numbers, and “-” or “_” are allowed. No other special characters are allowed.
  • No profanity or offensive display names are allowed.
  • For readability, display names are suggested to be less than 20 characters long.

Spend a bit of extra time here, but don’t let it become a major roadblock. You can change your brand name and design later. Consider your market and how your brand would resonate with them. But, if you’re struggling to come up with something, you can go ahead and get started.

Brand Design

When it comes to branding, you have a couple of options. You can either brand the product itself, brand the packaging, or brand both the product and the packaging.

You can brand the product itself by printing on the product or adding stickers.

You will incur a cost from the manufacturer because of what they need to do to set up the branding for your product and packaging. You’ll also need to consider the costs of designing the brand.

If you’re the creative type, you can design the brand yourself. If not, you can hire someone on a freelance platform like Upwork or Fiverr to do it for you.

Ask the manufacturer to provide photos of sample packages along with the dimensions and their design specifications. Send that information to your designer. Provide the final design back to the manufacturer. They’ll print the design on your product or packaging.

Create Your Amazon Seller Account

Visit If you’re sure you’ll sell more than 40 items a month, opt for the professional seller account. This flat rate $39.99/month plan does not charge a per item selling fee.

become an amazon seller

If you aren’t ready to commit to a flat monthly fee, you can sign up for the individual seller plan. Under this structure, you’ll pay a fee of $0.99 per item selling fee.

Follow the on-screen instructions to complete your sign-up. You’ll need to have your bank account information ready so that Amazon can pay you when it’s time. You’ll also need a credit card to pay the account fees to get started.

Sign up for Fulfillment by Amazon

Once you’ve signed up for your Seller Account, you can add FBA services to your account.

After you’ve added your products to the Amazon catalog, you’ll be able to specify your FBA inventory.

Ship Your Product to the Amazon Fulfillment Center

Once you’ve signed up for your Amazon FBA account, you’ll receive instructions on how to pack and ship your items to the Amazon warehouses. Follow these instructions, and once your items arrive at the warehouse, you’ll be ready to sell on Amazon.

If you do not want to prepare your products yourself, you can have Amazon do it for you – for an extra fee.

Launch Your Products on Amazon

When you’ve made it this far – the work is really just beginning. Having your product listed for sale on the Amazon marketplace will give you a certain amount of traffic, but there’s still a lot you can do.

Optimize Your Product Description

You know your product is excellent; otherwise, you wouldn’t have selected it. The product description is where you convince your audience that your product is awesome, too. If you don’t already understand search engine optimization (SEO) concepts, take some time to study up.

Use the keywords you found during your product research phase to help you craft your product title. In addition to the keywords, it should also include your product’s brand name and (if you have one, your private label).

Beyond the copy itself, you should include high-quality product images. If you don’t have the photography skills or equipment to take product photos, invest in it. Your product photos should demonstrate the features of a product and show it from a variety of angles. Remember, your shoppers cannot touch the product, so your photos have to do a lot of work.

Craft bullet points that provide specific details. Go beyond listing the features and specifications. Instead of saying, “Durable,” describe exactly what makes it durable. How is it constructed? What material is it made of? Take a look at these bullet points on a KitchenAid stand mixer listing for inspiration.

Amazon product listings

What’s important is understanding that this is an ongoing process with a bit of trial and error. You can use split-testing tools like Splitly to help you optimize your product listings to make sure you’re getting the best sales performance possible.

Market Your Product

With your product listing live on Amazon, it’s now time to start marketing your product to a larger audience. Amazon Marketing Services has a variety of advertising methods you can use to build a larger audience. One of the most cost-effective ways to advertise is with pay-per-click (PPC) ads.

Your products will show in relevant searches as a “Sponsored Product,” and you’ll only pay when someone clicks your ad.

Beyond Amazon, you can also use PPC ads on Facebook and other social media platforms to reach more customers. With Facebook’s targeting, you can get highly specific with the people you’ll target. And thanks to their budget rules, you can tailor your ads to a certain daily or lifetime budget.

Get Product Reviews

Product reviews are an important part of your sales rank. It’s easy to pay for a bunch of fake reviews. And as easy as that is, don’t do it. Instead, reach out to your friends, family, and other people you know who may be interested in the products you offer. Give them the product in exchange for an honest review.

Consider working with influencers in your niche to get product reviews. Beyond the reviews themselves, the influencers will share your product and their thoughts with their audience. That helps build your following and brand awareness – even if no one makes a purchase right away.

Once you make some sales, reach out to the customers and ask them to leave a review of your product.

Keep an Eye on Amazon Seller Central

Paying attention to what’s going on with your product listing will help guide your strategy. You’ll see analytics information that makes it easy for you to test, adjust, and keep things moving.

Build Your Audience Off Amazon

To truly be successful on Amazon, you have to build an audience off Amazon. One of the best things you can do for your business is to set up an email list.

How Much Does FBA Cost?

Amazon charges fees to all sellers. The commission you’ll pay depends on the category your item is listed in. The cost is taken out after the sale.  You can find out how much it will cost to sell an item by scanning its barcode with the Amazon Sellers App.

It’s worth noting that Amazon also charges refund fees. You’ll pay either 20% of the charge refunded, or $5, whichever is less.

Those fees are separate from Amazon FBA Seller fees.

What you’ll pay depends on the weight and size of the time that’s sold, packed, and shipped. You can see what the fees currently are here: The fees are subject to change at any time.

You’ll pay storage fees every month. There are additional long-term fees for inventory that doesn’t sell after a certain period. Monthly storage fees vary, depending on the amount of space, in cubic feet, that your inventory occupies. Long-term storage fees apply to anything that remains after 12 months.

If you grow your Amazon FBA business to more than 100,000 ASINs, you’ll be charged a fee of $0.005 per ASIN.

Closing fees apply to certain products such as books, CDs, and DVDs.

FBA Fees vs. Shipping Costs

As a Fulfillment by Amazon customer, you will pay FBA fees rather than shipping costs. You do not have to pay for shipping, handling, or packaging to ship your goods to customers.

If you ship your products yourself, you’ll pay shipping costs. These costs vary from carrier to carrier and are based on the size and weight of your products. You may or may not qualify for shipping discounts.

For the average third-party seller, FBA sales are worth the fees. Since it removes the need to pay for shipping, store, pick, pack, and ship the items, it’s a lot less stressful for the business.

FBA vs. Non-FBA: Cost Examples

Let’s take a closer look at what FBA could cost you.

Let's take a closer look at what FBA could cost you.

In the first example, you’ve got a small paperback book that weighs less than 10 ounces. As a “small standard” product, the fulfillment fee is $2.50. Let’s add another dollar to cover your storage costs.

The product starts at a $14.99 retail price.

In both cases, there’s a $4.05 Amazon seller fee.

With DIY fulfillment, you pay $3 in fulfillment costs. With FBA, you pay $4.90.

With DIY fulfillment, you pay 50 cents in storage fees. With FBA, you pay 60 cents.

And once you subtract the $3 unit cost, you earn a $4.44 profit without FBA and $2.44 profit with FBA.

In the case of smaller items, using Amazon FBA isn’t the clear winner. But let’s take a closer look at what a larger item would be in the same scenario. With Amazon FBA, your items are more profitable because there’s a chance to save on fulfillment costs.

The 32” TV starts at a $259 retail price. With FBA, there’s no shipping fee, so you only pay $20.72 to Amazon in commission.

In DIY fulfillment, you add a $20 shipping fee. That brings your Amazon fee to $22.32 because of the additional revenue.

You have a $40 cost with DIY fulfillment because of the shipping, supplies, labor, and customer service. With Amazon FBA, that cost is only $17.40. Your storage cost is $1 with DIY and 90 cents with Amazon FBA.

By the time you deduct all of this and the cost of the TV itself, you’re left with $16.68 profit with your own fulfillment and $20.98 with Amazon FBA. That brings your net margin from 5.98% with DIY to 8.10% with FBA. The fulfillment fees are much more affordable with larger items because of the shipping and storage discounts Amazon can leverage.

Amazon FBA Pros

No need to store your inventory.

Since you ship everything to Amazon, you don’t have to worry about keeping everything in your home. Yes, you’ll pay for warehouse space, but it’s often cheaper than finding and renting your own warehouse. Amazon stores everything for you, and then Amazon ships items to customers on your behalf.

Amazon fulfillment centers are located throughout the United States. You’ll know where to ship your orders based on the instructions Amazon provides. Often, your products are stored at multiple fulfillment centers across the country. This way, our order ships from the closest location to the customer, allowing for fasting shipping.

Amazon Customer Service

As an Amazon FBA customer, your products and services will be eligible for Amazon customer service. They’ll handle customer returns and any other issues related to the products or services you sell.

Your customers will have 24/7 FBA customer support via live chat, email, and phone.

You do still have to provide customer service for orders outside of Amazon. Ultimately, this reduces the amount of time you have to spend addressing customer service issues.

This helps you keep your business running smoothly and ensures you have plenty of time to dedicate to marketing and growing your business.

Eligible for Prime Shipping

Prime customers can get thousands of items shipped for free within two days. Any items handled by Amazon FBA qualify for Prime shipping at no extra cost to you.

Shipping Programs

If you utilize Amazon FBA, you can also participate in other shipping programs, as long as your products are eligible.

Small and Light

The Small and Light program aims to reduce the fulfillment costs for small and lightweight FBA inventory under $7. Products enrolled in this program are eligible for free shipping to Prime customers and standard shipping for non-Prime customers.

To qualify for the Small and Light program, items must be:

  • In new condition
  • No larger than 18 x 14 x 8”
  • No more than 12 ounces in weight
  • Priced at $7 or less

If your products qualify, you can enroll at the Small and Light Product enrollment page .

Subscribe and Save

The Subscribe and Save program allows Prime customers to take advantage of recurring orders for the products they use the most. There are two types of Subscribe & Save orders; sign-up orders and replenishment orders.

Frustration-Free Packaging

This service is provided at no cost to customers. Frustration-free packaging is recyclable and contains no extra materials. It’s easy to open because there are no wire ties or pieces of plastic. The program is designed to reduce waste because it ships without Amazon packaging. Even without the additional packing material, the program is certified to minimize damage to items in transit.

Multichannel Fulfillment

If you sell products outside of Amazon, you can still use the Amazon fulfillment center to take care of your shipping. With the MCF service, you can sell on various platforms and still have Amazon handle fulfillment. If your order originates on your website, Amazon will handle it the same way as if it had sold through Amazon.

The Amazon Buy Box is located on the product detail page. It’s what makes it possible for customers to add products to their cart or make one-click purchases. More than 90% of Amazon’s conversions come from the Buy Box.

As a third-party seller, if you can get into that Buy Box, you’ll get more sales. There are many products that Amazon sells themselves from the Buy Box, however. Even still, third-party sellers who offer Prime have a better chance of getting the Buy Box than those who don’t.

Amazon Buy Box

If you want more help optimizing your listings and selling on Amazon, read my Amazon selling tips post.

Amazon FBA Cons

You’ll pay fees for everything. While it is often more cost-effective than handling inventory and storage on your own, it can really hurt your profits. If you have something with a low margin, you’ll need lots of products or high volume to earn revenue.

Long-Term Storage Fees

If you can’t turn over your inventory quickly, you’ll end up paying Amazon more money. If you’ve got inventory that’s been in Amazon fulfillment centers for more than 365 days, you’ll be charged a monthly long-term storage fee of $6.90 per cubic foot or $0.15 per unit, whichever is greater.

You can check your fee amount on the Long Term Storage Fee report.

If you want to avoid paying those long-term storage fees, keep a close eye on your inventory performance index in Seller Central. It’s what Amazon uses to measure how well your inventory is doing. Low scores could mean limits placed on your storage space and being charged overage fees.

More Customer Returns

Many sellers report that after switching to Amazon FBA, they see an increase in product returns. This is likely due, at least partly, that Amazon has an open return policy. This can affect your overall profits, but it’s not much work on your end since Amazon handles the processing.

In the past, Amazon had returns shipped back to them and then forwarded them to you. Now, Amazon has the products returned directly to you.

Product Preparation Requirements

Amazon has stringent product preparation guidelines. This can be challenging for brand new sellers. If, for instance, you mislabel your inventory, it will be rejected at the fulfillment centers. This leads to delays and more work overall.

Amazon Sales Tax

Every state in the United States has different sales tax collection rules. Because Amazon has fulfillment centers in all the states and shuffles inventory between warehouses, collecting sales tax can become quite complex.

Fee Payment

Your fee payment is made monthly. You won’t be able to pay what you owe from the previous sale with the next one. Amazon will deduct all the fees you owe them before they make any payment to you. And if, for any reason, you don’t have enough of a balance to cover their fees, you’ll have to have a credit card on file to pay any remaining balance.

Inventory Tracking is Difficult

If you’re using FBA outside of your Amazon business, it can be hard to keep track of all your inventory. In MCF, it can be challenging to know when it’s time to send more merchandise – specifically at the item level.

Comingled Inventory May Harm Your Reputation

FBA sellers have all the same products comingled if they are the same products from the same company. Because of this, counterfeit versions of your product could be mixed in with your product. Ultimately, this could be bad for your reputation.

Amazon FBA vs. Fulfilled By Merchant vs. Seller-Fulfilled Prime

If you don’t want to pay fulfillment fees associated with your FBA business, then you can always opt for Amazon Fulfilled by Merchant (FBM). With this program, you’ll still list products for sale on Amazon, but you’ll handle all order fulfillment yourself, either by shipping everything directly or with the use of other advanced fulfillment networks .

If you want to take advantage of the Prime customer base but don’t want to pay Amazon FBA fees, you may want to consider the Seller-Fulfilled Prime (SFP) account.

With this approach, you handle all the picking, packing, and shipping. You pay the shipping costs and handle returns. The costs are typically fixed and don’t fluctuate much.

Under this program, you agree to pack and ship items to your customers within two business days, so they fit within the Prime guidelines.

SFP is a lot more work, so smaller brands tend to better with the Amazon FBA program. But if you have low-cost items or large items that would cost a lot in storage with Amazon, this is the best way to get the Prime badge while still keeping costs down.

Though it’s not always open to customers, it’s worth keeping an eye on if it’s something you’re interested in.

Which one should you choose? Consider the following as you make your choice:

  • Size and weight of the products
  • How much control you want over the customer experience
  • Seller feedback
  • Inventory turnover rate
  • Fees and expenses

FAQ for Amazon FBA Businesses

Does amazon fba work with all ecommerce business models.

FBA Fulfillment by Amazon does not work with all  ecommerce business models .  Amazon has specific rules about dropshipping products  – and those rules mean that you can’t use the FBA service and drop ship, too. It does, however, work with, Private label, Wholesale, Retail arbitrage and handmade items.

Is Amazon FBA Good or Bad?

The answer depends on your business, product line, and overall goals. If you’re selling a bunch of books and other smaller items, then FBA could easily cost more than handling it yourself or using most advanced fulfillment networks. It’s not inherently good or bad. What works well for some online businesses may not work well for others. When done right, it can be a great source of revenue.

Can I start with no money?

While you can start with less capital than many other businesses, it does take some money to get started. You need a bit of money to fund product branding and initial inventor.

How much do Amazon Sellers make?

While this is one of the most common questions I’m asked, there’s not a good answer for it. The amount of money you can make selling on Amazon varies based on several factors, including: * How many product listings you have; those that only have one product may or may not do better than those that have a few products * The product categories you’re selling in since this impacts commissions * What you consider a good profit margin for your products * Whether you’re selling products off of Amazon too. * The resources you put into marketing and advertising your business

Are there age requirements for Amazon FBA?

All Amazon FBA sellers are required to be at least 18 years old. This is because you’re entering into a contract with Amazon.

Is Selling on Amazon Right for You?

Are you an entrepreneur who’s ready to start selling products on Amazon? Do you already have products for sale on your own site? An Amazon FBA business may be the answer you’re looking for.

If you’re coming to market with a product of your own – Amazon could be a great way to reach new customers. If you’re looking to sell the same things everyone else does, you may struggle. It depends on the competition and whether or not Amazon is a direct competitor. If you’re selling the same private label products that Amazon is, even at the best price, you may not see the volume you were expecting.

After you’ve been working with your first product for a while, you can continue growing your business by adding new product listings regularly. Before you know it, you’ll have a successful FBA fulfillment by Amazon business.

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Home » Sample Business Plans » Online Startups » Ecommerce

How to Write an Amazon FBA Business Plan [Sample Template]

Are you about starting an Amazon FBA business? If YES, here’s a complete sample Amazon FBA business plan template & feasibility report you can use for FREE to raise money . Okay, so we have considered all the requirements for starting an Amazon FBA business. We also took it further by analyzing and drafting a sample Amazon FBA products marketing plan template backed up by actionable guerrilla marketing ideas for Amazon FBA businesses. So let’s proceed to the business planning section.

Why Start an Amazon FBA Business?

In essence, if you don’t have enough startup capital to rent a shop in a strategic location, money to equip the shop and money for other startup expenses, then starting your own e – commerce business is just the way to go. There are several ways to do business online; you can start by selling your own products or you can create an affiliate website that has a functional online store, drop shipping for a merchant.

There is no limit to the types of products and services you can display on your e – commerce website as long as you have proper arrangement with the manufacturer. The fact that online stores are not restricted by floor space makes it easier for them to offer a larger variety of products than a physical store.

It is normal for consumers to go to store where they can have numerous options to choose from and that is what e – commerce (online) store offers to them. It is important to note that with the advent of online stores, a subset of e-commerce business models; customers no longer need to travel for shopping thus less traffic on road and low air pollution.

The ecommerce industry is indeed a mega industry since it can generate well over $1 trillion annually on a global scale. For example, in 2012, ecommerce sales topped $1 trillion for the first time in history and the figure is still growing.

One of the ways to leverage on the growth of the ecommerce industry without opening an e-commerce store is to start an Amazon FBA business. Basically, Fulfillment by Amazon is a convenient fulfillment option which allows Amazon sellers to leverage Amazon’s resources to increase marketplace sales.

Determine what your store budget, margin and profitability on the Amazon platform as a whole and for specific products before deciding to leverage Fulfillment by Amazon.

A Sample Amazon FBA Business Plan Template

1. industry overview.

Over the years, loads of things have changed especially the way businesses are conducted. The advent of the computer and later the internet gave a whole new definition of how things are supposed to be done in our world.

ECommerce is one of the fruits of the internet and for sure it has enabled loads of entrepreneur to launch multimillion dollars international businesses; business that cut across geographical boundaries and Amazon FBA is an offshoot of the ecommerce industry.

Basically, Fulfillment by Amazon, which is often referred to as Amazon FBA is a fulfillment choice for sellers on Amazon which allots fulfillment for sellers’ products to Amazon. Amazon sells its own inventory on the marketplace alongside products from outside sellers. When a product from a third party merchant is purchased on Amazon, who ships that item depends on the fulfillment method selected by the retailer.

FBA products are sold by third party merchants, and need to be labeled and shipped to Amazon warehouses before Amazon can handle fulfillment using FBA. Amazon offers two labeling options for FBA, both which come with variables which may affect profitability and time.

No doubt, Fulfillment by Amazon is a good option for merchants who are looking towards increasing shipping time, and reduce time and money allotted to fulfillment. There are well over 2 million third party sellers on the Amazon Marketplace worldwide, generating around 50% of Amazon’s total sales. An Amazon 2013 research indicated that FBA increased sales by more than 20% for 73% of Amazon sellers using the program – Fulfillment by Amazon.

Fulfillment by Amazon, FBA If you sell on Amazon, or are looking to sell on Amazon as a third party seller, one of the first decisions you need to make is whether to use Fulfillments by Amazon (FBA) or to handle your fulfillment in house (or by a service). Using FBA can significantly impact your sales and fulfillment efficiency.

For online shoppers, FBA means quicker shipping rates, Amazon Prime eligible shipping, as well as 24/7 Customer Service and delivery tracking through Amazon. FBA products are shipped from Amazon, so they process faster and ship faster than products sent directly from the retailer. Amazon emphasizes customer service, so shoppers can rely on helpful assistance.

As a retailer who is looking towards leveraging on Amazon FBA, all what you need to do is to add your products to the Amazon catalog one at a time, in bulk, or by integrating your inventory-management software with Amazon’s API. Make sure your products are “e-commerce ready,” so they can be safely and securely transported all the way into a customer’s hands. Need supplies? Get Amazon preferred prep and shipping supplies delivered to your door.

Lastly, it is important to state that the e – commerce industry is regulated by a number of federal, state, and international regulatory organizations so also if you are a player in the industry, you are expected to play by the rules and regulations.

There are laws that govern e-commerce business; such laws involve complex contract and tax issues, security, and privacy issues. Because technology changes swiftly, so also the laws regulating it are renewed on a regular basis.

2. Executive Summary

Swift & Safe Logistics, LLC is a united states based international shipping and logistic company; we are a major player in the Amazon FBA line of business. We work with retailers that sell on Amazon platform as a third party retailers; we are involved in helping them ship their goods as requested.

We are glad to inform our potential clients that Amazon has created one of the most advanced fulfillment networks in the world, and your business can benefit from our expertise. With Fulfillment by Amazon (FBA), you store your products in Amazon’s fulfillment centers, and we pick, pack, ship, and provide customer service for these products. Best of all, Swift & Safe Logistics, LLC can help you scale your business and reach more customers.

We are a shipping and logistic company with a long term goal of having our presence in major cities in the world and delivering a wide range of products from globally recognized manufacturing brands at rock bottom prices they can hardly get from any shipping / logistic company. Our head office will be located in the heart of Portland, Oregon but we will have warehouses in London, United Kingdom, Lagos, Nigeria and Rio, Brazil.

Swift & Safe Logistics, LLC will run a 24 hours a day and 7 day a week services, with effective and timely delivery system. Our payment platform is highly secured and we will only deal in non-Cash Payment. Our payment platform will readily accept payment from credit cards, debit cards, smart cards, electronic fund transfer via bank’s website and other modes of electronics payment.

Our inventory management of products is automated, our portal is designed such that it reports get generated instantly when required and our product inventory management is very efficient and easy to maintain.

We have a robust business relationship with third party retailers on Amazon FBA platform and we are going to be shipping goods for our clients at a highly discounted price. Our plan of strategically positioning our warehouse makes it easier for us to deliver products on time whenever our clients make orders.

Swift & Safe Logistics, LLC will ensure that all our customers are given first class treatment irrespective of the quantity of products they want us to ship on their behalf or the part of the world they reside. We have a CRM software that will enable us manage a one on one relationship with our customers no matter how large the numbers of our customers’ base grows to. Our customers will always be carried along when we want to make decisions that will directly affect them.

At Swift & Safe Logistics LLC, our staff is highly competent and dedicated to the company; they are trained to go the extra mile to resolve any complain from our customers. Our phone lines are opened 24 hours a week and 7 days a week, with highly trained call center agents manning them and also customers can freely chat with us via our website at any time of the day.

Swift & Safe Logistics, LLC is owned by Shannon Steve, Shavonne McPherson, Lois Gerrard, Emmanuelle Mitchell and David Henry. They are all big – time investors with same investment philosophy. The business will be managed by Shavonne Steve who has 5 years of experience working as a director with one of the world’s leading shipping and logistic company.

3. Our Products and Services

Swift & Safe Logistics, LLC will ensure we go all the way to work with a wide range of third party retailers under Amazon platform both in the United States and other countries of the world.

All our clients and potential clients need to do is to store their products in Amazon’s fulfillment centers, and we will pick, package and, ship them to any destination of their choice. We will also provide top notch customer service for these products.

4. Our Mission and Vision Statement

  • Our vision is to build an Amazon FBA business cum shipping and logistics business that can favorably compete with international brands.
  • Our mission is to establish an Amazon FBA business cum shipping and logistics business that will pick products for our clients, package the products and ship them to any destination of their choice at affordable prices to a wide range of customers that will cut across different countries of the world.

Our Business Structure

Swift & Safe Logistics, LLC is an international shipping and logistics company actively in the Amazon FBA line of business that wants to become a global brand and compete favorably with the leading brands in the industry hence we will ensure that we put the right structure and processes in place that will enable us build the business of our dream.

At Swift & Safe Logistics, LLC, we will ensure that we hire people that are qualified, honest, customer centric and are ready to work to help us build a prosperous business that will benefit all the stake holders (the owners, workforce, and customers).

As a matter of fact, profit-sharing arrangement will be made available to all our management staff and it will be based on their performance for a period of three years or more. In view of that, we have decided to hire qualified and competent hands to occupy the following positions;

  • Chief Executive Officer / President

Human Resources and Admin Manager

  • Warehouse Manager
  • Business Developer

Transport and Logistic Manager

Information Technologist

  • Van / Truck Drivers
  • Call Center Agent

5. Job Roles and Responsibilities

Chief Executive Officer – CEO:

  • Increases management’s effectiveness by recruiting, selecting, orienting, training, coaching, counseling, and disciplining managers; communicating values, strategies, and objectives; assigning accountabilities; planning, monitoring, and appraising job results; developing incentives; developing a climate for offering information and opinions; providing educational opportunities.
  • Creates, communicates, and implements the organization’s vision, mission, and overall direction – i.e. leading the development and implementation of the overall organization’s strategy.
  • Responsible for fixing prices and signing business deals
  • Responsible for providing direction for the business
  • Responsible for signing checks and documents on behalf of the company
  • Evaluates the success of the organization
  • Responsible for overseeing the smooth running of HR and administrative tasks for the organization
  • Updates job knowledge by participating in educational opportunities; reading professional publications; maintaining personal networks; participating in professional organizations.
  • Enhances department and organization reputation by accepting ownership for accomplishing new and different requests; exploring opportunities to add value to job accomplishments.
  • Defines job positions for recruitment and managing interviewing process
  • Carries out staff induction for new team members
  • Responsible for training, evaluation and assessment of employees
  • Oversees the smooth running of the daily office and factory activities.

Warehouse Manager:

  • Interfaces with third – party providers (vendors)
  • Keeps proper records of available goods and make recommendations as at when due
  • Works in collaboration with the transport and logistics manager to ensure that goods are picked up, packaged and shipped as at when due.
  • Manages the shipping of goods from as requested by clients
  • Supervises the process of picking products for our clients, packaging the products and shipping them to any destination of their choice
  • Negotiates deals with shipping companies
  • Collaborates with other stake holders to ensure that the company maximizes profits.
  • Manages the organization website
  • Responsible for continuous update of our online store
  • Ensures that our payment platform is secured 24 / 7
  • Responsible for installing and maintenance of computer software and hardware for the organization
  • Manages logistics and supply chain software, Web servers, e-commerce software and POS (point of sale) systems
  • Responsible for continuous upgrade and maintenance of IT systems
  • Handles any other technological and IT related duties.

Sales and Marketing Manager

  • Manages external research and coordinate all the internal sources of information to retain the organizations’ best customers and attract new ones
  • Models demographic information and analyze the volumes of transactional data generated by customer purchases
  • Identifies, prioritizes, and reaches out to new partners, and business opportunities et al
  • Responsible for supervising implementation, advocate for the customer’s needs, and communicate with clients
  • Develops, executes and evaluates new plans for expanding increase sales
  • Documents all customer contact and information
  • Represents the company in strategic meetings
  • Helps increase sales and growth for the company.

Accountant / Cashier

  • Responsible for preparing financial reports, budgets, and financial statements for the organization
  • Provides managements with financial analyses, development budgets, and accounting reports; analyzes financial feasibility for the most complex proposed projects; conducts market research to forecast trends and business conditions.
  • Responsible for financial forecasting and risks analysis.
  • Performs cash management, general ledger accounting, and financial reporting
  • Responsible for developing and managing financial systems and policies
  • Responsible for administering payrolls
  • Ensures compliance with taxation legislation
  • Handles all financial transactions for the organization
  • Serves as internal auditor for the organization

Distribution Van Drivers

  • Assists in loading and unloading of goods
  • Maintain a logbook of their driving activities to ensure compliance with federal regulations governing the rest and work periods for operators.
  • Keeps a record of vehicle inspections and make sure the truck is equipped with safety equipment
  • Assists the transport and logistics manager in planning their route according to a delivery schedule.
  • Inspects vehicles for mechanical items and safety issues and perform preventative maintenance
  • Complies with truck driving rules and regulations (size, weight, route designations, parking, break periods etc.) as well as with company policies and procedures
  • Collects and verifies delivery instructions
  • Report defects, accidents or violations

Call Center Agents

  • Ensures that all contacts with clients (e-mail, walk-In center, SMS or phone) provides the client with a personalized  customer service experience of the highest level
  • Through interaction with clients on the phone, uses every opportunity to build client’s interest in the company’s products and services
  • Consistently stays abreast of any new information on the company’s products, promotional campaigns etc. to ensure accurate and helpful information is supplied to clients when they make enquiries
  • Handles enquiries via e-mail, chat and phone calls for the organization
  • Distributes mails in the organization
  • Handles any other duties as assigned my the line manager

6. SWOT Analysis

Swift & Safe Logistics, LLC is launching an international shipping and logistics business cum Amazon FBA business which is why we decided to model successful brands. In doing that, we decided to conduct a thorough SWOT analysis.

We were able to employ the services of Dr. Pablo Carson, an expert HR and Business Analyst with bias in the shipping and logistics industry to help us conduct a thorough SWOT analysis and to help us create a Business model that will help us achieve our business goals and objectives. This is the summary of the SWOT analysis that was conducted for Swift & Safe Logistics, LLC;

No doubt the fact that we have robust relationship with a wide range of third party retailers under Amazon will definitely count as a strength for us. We have a well-coordinated shipping and logistics system and our customer can be rest assured that they will have their goods delivered to them in record time. Other areas of strength are; secured payment platforms, robust shipping network and excellent customer service culture.

A major weakness that may count against us is the fact that we are a new shipping and logistics business with active presence in Amazon FBA business platform and we don’t have the financial capacity to compete with multi – billion dollars shipping and logistics companies like UPS and DHL et al when it comes to wider reach and offering their services at a rock bottom prices.

  • Opportunities:

The opportunities available to shipping and logistics companies are unlimited; as a matter of fact, the growth of e-commerce industry will always increase business opportunities for shipping and logistics companies cum Amazon FBA business. We will ensure that we position our shipping and logistics company in targeted countries so as to enable us cut cost of shipping and maximize the opportunity that are available to us.

Just like any other business, one of the major threats that we are likely going to face as a shipping and logistics company is economic downturn. It is a fact that economic downturn affects purchasing / spending power. Other threats that may likely confront us is unfavorable government policies and the arrival of a logistics and shipping company with same location as ours who may want to adopt same business strategies.


  • Market Trends

Over the years, loads of things have changed especially the way businesses are conducted. The advent of the computer and later the internet gave a whole new definition of how things are supposed to be done in our world. E – Commerce is one of the fruits of the internet and for sure it has enabled loads of entrepreneur to launch multimillion dollars international businesses; business that cut across geographical boundaries and Amazon FBA is an offshoot of the ecommerce industry.

8. Our Target Market

Swift & Safe Logistics, LLC is a united states based international shipping and logistic company; we are a major player in the Amazon FBA line of business. We are in the shipping and logistics business with active presence Amazon FBA line of business to basically work with third party retailers under the Amazon ecommerce platform.

Our Competitive Advantage

A close study of the shipping and logistics industry reveals that the market has become much more intensely competitive over the last decade. As a matter of fact, you have to be highly creative, customer centric, proactive and have a robust business network if you must survive in this industry.

We are aware of the stiffer competition and we are well prepared to compete favorably with other leading shipping and logistics companies with active presence in Amazon FBA line of business. Swift & Safe Logistics, LLC is launching a standard and international shipping and logistics brand that will indeed become the preferred choice of residence for third party retailers under the Amazon FBA platform.

Part of what is going to count as competitive advantage for Swift & Safe Logistics, LLC is the vast experience of our management team and our robust shipping network; we have people on board who are highly experienced and understands how to grow business from the scratch to becoming a national phenomenon. Of course our excellent customer service culture will definitely count as a strong strength for the business.

Lastly, our employees will be well taken care of, and their welfare package will be among the best within our category (start – up shipping and logistics companies / Amazon FBA businesses) in the industry, meaning that they will be more than willing to build the business with us and help deliver our set goals and achieve all our aims and objectives. We will also give good working conditions and commissions to freelance sales agents that we will recruit from time to time.


  • Sources of Income

Swift & Safe Logistics, LLC is a business that was established to offer shipping, logistics and customer care basically to third party retailers under the Amazon FBA platform.

In view of the above, our source of income will be offering logistics and shipping services for our clients. All our clients and potential clients need to do is to store their products in Amazon’s fulfillment centers, and we will pick, package and, ship them to any destination of their choice. We will also provide top notch customer service for these products.

10. Sales Forecast

One thing is certain when it comes to shipping and logistics business, if you have a robust transport / shipping networks, reliable and if your warehouse is centrally positioned and easily accessible, you will always attract customers and that will sure translate to increase in revenue generation for the business.

We are well positioned to take on the available market in shipping and logistics market cum Amazon FBA and we are quite optimistic that we will meet our set target of generating enough income / profits from the first six month of operations and grow the business and our clientele base.

We have been able to critically examine the shipping and logistics industry and we have analyzed our chances in the industry and we have been able to come up with the following sales forecast. The sales projection is based on information gathered on the field and some assumptions that are peculiar to startups in the United States of America.

Below is the sales projection for Swift & Safe Logistics, LLC, it is based on the location of our business and other factors as it relates to shipping and logistics business with active presence in Amazon FBA start – ups in the United States;

  • First Fiscal Year-: $100,000
  • Second Fiscal Year-: $250,000
  • Third Fiscal Year-: $750,000

N.B : This projection is done based on what is obtainable in the industry and with the assumption that there won’t be any major economic meltdown and there won’t be any major competitor offering same products and customer care services as we do within same location. Please note that the above projection might be lower and at the same time it might be higher.

  • Marketing Strategy and Sales Strategy

Our marketing strategy will center on reliability, swiftness, safety, pricing, secured payment platform, and above all excellent customer service. We will ensure that whenever our customers hire our services to ship their goods, they will get it delivered within the stipulated time frame. We know that if we are able to put the above stated in place, we won’t struggle to retain our old customers and at the same time win over new customers.

We are aware of the power of the internet and we will do all we can to maximize the internet to market our business. In other words, a larger percentage of our marketing effort will be directed to internet users since our business is based on the internet; our website will become our number one marketing tool

In summary, Swift & Safe Logistics, LLC will adopt the following sales and marketing strategy;

  • Introduce our shipping and logistics business by sending introductory letters alongside our brochure to third party retailers under the Amazon FBA platform and key stake holders.
  • Promptness in bidding for shipping and logistics contracts from online retailers and other cooperate organizations
  • Advertise our business in relevant business magazines, newspapers, TV stations, and radio station.
  • List our business on yellow pages ads (local directories)
  • Attend relevant international and local expos, seminars, and business fairs et al
  • Create different packages for different category of clients in order to work with their budgets and still deliver excellent services
  • Leverage on the internet to promote our business
  • Engage direct marketing approach
  • Encourage word of mouth marketing from loyal and satisfied clients

11. Publicity and Advertising Strategy

We have been able to work with our in house brand and publicity consultants to help us map out publicity and advertising strategies that will help us walk our way into the heart of our target market. We are set to become the number one choice for third party retailers under the Amazon FBA platform and other clients in the whole of the United States and beyond which is why we have made provisions for effective publicity and advertisement of our digital marketing agency.

Below are the platforms we intend to leverage on to promote and advertise Swift & Safe Logistics, LCC;

  • Place adverts on both print (newspapers and magazines) and electronic media platforms
  • Sponsor relevant community based events / programs
  • Leverage on the internet and social media platforms like; Instagram, Facebook , twitter, YouTube, Google + et al to promote our services
  • Install our Bill Boards on strategic locations all around the United States of America
  • Engage in road show from time to time in targeted neighborhoods
  • Distribute our fliers and handbills in target areas
  • Contact third party retailers under the Amazon FBA and other online retailers by calling them up and informing them of Swift & Safe Logistics, LLC and the services we offer
  • List our shipping and logistics company in local directories / yellow pages
  • Advertise our shipping and logistics company in our official website and employ strategies that will help us pull traffic to the site.
  • Ensure that all our staff members wear our branded shirts and all our trucks / vans are well branded with our company logo et al.

12. Our Pricing Strategy

Selling on Amazon charges a percent of total sale profits. In addition to those fees, FBA charges fees based on: Item weight, Handling fees, Pick & pack, Storage costs (sq ft.). For some sellers, FBA seems like an expensive option, but keep in mind FBA encompasses fees for all of fulfillment- costs including warehousing and shipping.

Pricing is one of the key factors that give leverage to shipping and logistics companies. In view of that, our prices will conform to what is obtainable in the industry but will ensure that within the first 6 to 12 months our services are offered a little bit below the average prices in the industry. We have put in place business strategies that will help us run on low profits for a period of 6 months; it is a way of encouraging people to buy into our bottled water brands.

  • Payment Options

At Swift & Safe Logistics, LLC, our payment policy is all inclusive because we are quite aware that different people prefer different payment options as it suits them. Here are the payment options that will be available in every of our outlets;

  • Payment by cash
  • Payment via Point of Sale (POS) Machine
  • Payment via online bank transfer (online payment portal)
  • Payment via Mobile money
  • Payment via check

In view of the above, we have chosen banking platforms that will help us achieve our payment plans without any itches.

In setting up any business, the amount or cost will depend on the approach and scale you want to undertake. If you intend to go big by renting a place, then you would need a good amount of capital as you would need to ensure that your employees are well taken care of, and that your facility is conducive enough for workers to be creative and productive.

This means that the start-up can either be low or high depending on your goals, vision and aspirations for your business. The materials and equipment that will be used are nearly the same cost everywhere, and any difference in prices would be minimal and can be overlooked.

13. Startup Expenditure (Budget)

As for the detailed cost analysis for starting a shipping and logistics company / Amazon FBA business; it might differ in other countries due to the value of their money. However, this is what it would cost us to setup Swift & Safe Logistics, LLC in the United of America;

  • The Total Fee for Registering the Business in the United States of America – $750.
  • Legal expenses for obtaining licenses and permits – $1,500.
  • Marketing promotion expenses for the grand opening of Swift & Safe Logistics, LLC in the amount of $3,500 and as well as flyer printing (2,000 flyers at $0.04 per copy) for the total amount of $3,580.
  • Cost for hiring business consultant – $2,500.
  • Cost for Computer Software (Accounting Software, Payroll Software, CRM Software, Microsoft Office, and QuickBooks Pro et al) – $7,000
  • Insurance (general liability, workers’ compensation and property casualty) coverage at a total premium – $3,400.
  • Cost for payment of rent for warehouse facility for 12 month at $1.76 per square feet in the total amount of $105,600.
  • Cost for warehouse remodeling (construction of racks and shelves) – $20,000.
  • Other start-up expenses including stationery ($500) and phone and utility deposits ( $2,500 ).
  • Operational cost for the first 3 months (salaries of employees, payments of bills et al) – $100,000
  • Storage hardware (rack and shelves,) – $3,720
  • Cost for store equipment (cash register, security, ventilation, signage) – $13,750
  • The cost for the purchase of furniture and gadgets (Computers, Printers, Telephone, fax machine, cabins, tables and chairs et al): $4,000.
  • The cost of Launching a Website: $1,500
  • The cost for the purchase of delivery vans and bikes: $70,000
  • The cost for branding: $5,000
  • The cost for our opening party: $7,000
  • Miscellaneous: $10,000

We would need an estimate of $700,000 to successfully set up our shipping and logistics business cum Amazon FBA business. Please note that this amount includes the salaries of all the staff for the first month of operation.

Generating Funding / Startup Capital for Swift & Safe Logistics, LLC

Swift & Safe Logistics, LLC is owned and financed by group of investors (Shannon Steve, Shavonne McPherson, Lois Gerrard, Emmanuelle Mitchell and David Henry). They have a long term plan of selling shares to other investors with similar investment ideology once the need arises.

These are the areas we intend generating our start – up capital;

  • Generate part of the start – up capital from the owners (Shannon Steve, Shavonne McPherson, Lois Gerrard, Emmanuelle Mitchell and David Henry)
  • Apply for loan from my Bank
  • Invite other interested investors (when the need for expansion arises.)

N.B: We have been able to generate about $400,000 (from each of the partners) and we are at the final stages of obtaining a loan facility of $300,000 from our bank. All the papers and document have been signed and submitted, the loan has been approved and any moment from now our account will be credited with the amount.

14. Sustainability and Expansion Strategy

The future of a business lies in the numbers of loyal customers that they have the capacity and competence of the employees, their investment strategy and the business structure. If all of these factors are missing from a business (company), then it won’t be too long before the business close shop.

One of our major goals of starting Swift & Safe Logistics, LLC is to build a business that will survive off its own cash flow without the need for injecting finance from external sources once the business is officially running.

We know that one of the ways of gaining approval and winning customers over is to offer our shipping and logistics services and other related advisory and consulting services a little bit cheaper than what is obtainable in the market and we are well prepared to survive on lower profit margin for a while.

Swift & Safe Logistics, LLC will make sure that the right foundation, structures and processes are put in place to ensure that our staff welfare are well taken of. Our company’s corporate culture is designed to drive our business to greater heights and training and re – training of our workforce is at the top burner of our business strategy.

As a matter of fact, profit-sharing arrangement will be made available to all our management staff and it will be based on their performance for a period of three years or more as determined by the board of the organization. We know that if that is put in place, we will be able to successfully hire and retain the best hands we can get in the industry; they will be more committed to help us build the business of our dreams.

Check List / Milestone

  • Business Name Availability Check:>Completed
  • Business Registration: Completed
  • Opening of Corporate Bank Accounts: Completed
  • Securing Point of Sales (POS) Machines: Completed
  • Opening Online Payment Platforms: Completed
  • Application and Obtaining Tax Payer’s ID: In Progress
  • Application for business license and permit: Completed
  • Purchase of Insurance for the Business: Completed
  • Leasing of warehouse facility and remodeling the facility: In Progress
  • Conducting feasibility studies: Completed
  • Generating start – up capital from partners: Completed
  • Applications for Loan from the bank: In Progress
  • Writing of Business Plan: Completed
  • Drafting of Employee’s Handbook: Completed
  • Drafting of Contract Documents and other relevant Legal Documents: In Progress
  • Design of The Company’s Logo: Completed
  • Graphic Designs, branding and Printing of Marketing / Promotional Materials: In Progress
  • Recruitment of employees: In Progress
  • Purchase of the Needed furniture, racks, shelves, computers, electronic appliances, office appliances, delivery vans and delivery bikes: In Progress
  • Creating Official Website for the Company: In Progress
  • Creating Awareness for the business both online and around the community: In Progress
  • Health and Safety and Fire Safety Arrangement (License): Secured
  • Opening party / launching party planning: In Progress
  • Establishing business relationship with third party retailers under the Amazon FBA platforms and other manufacturers and wholesale suppliers of products we intend retailing: In Progress

More on Ecommerce

How to Start an Amazon FBA Business

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AMZScout Expert Team

8 min. read

Updated November 13, 2023

Free Download:  Sample Amazon FBA Business Plan Template

When you research different online business opportunities, one of the first suggestions you’ll find is selling through Amazon FBA. It’s been a popular way to make money for a few years now, but is it still worth it in 2021?

We decided to chat with an actual Amazon seller to find out. After speaking with Alex Shelton and hearing his story, we can safely say this is definitely still a profitable business model. Keep reading to hear how Alex found success on Amazon, along with his five tips to help new sellers get started.

  • What is Amazon FBA?

Fulfillment by Amazon  (FBA) is a program where Amazon fulfillment centers handle storing, packing, and shipping orders as well as returns and exchanges. With a flat monthly cost, plus selling fees, you are able to simply send your products to these fulfillment centers. The actual shipping, tracking and customer service experience is then handled by this larger team, allowing you to potentially scale your business and reach more customers.

  • How Alex found success selling on Amazon

Alex’s background is in marketing. While he had a successful career he got to a point where he was looking for a change.

“I wasn’t unhappy with my life before getting involved with selling on Amazon,” he says. “But I knew that there was more.”

Eventually, an opportunity arose that Alex couldn’t pass up. A client came to him looking for help promoting their product. He recognized right away that this item had a lot of potential, and eventually it was decided that Alex would sell the product himself through Amazon. And that’s how his journey began.

He ordered his first batch of inventory for £1,000, and after only six months he was so successful that he started expanding his venture into other countries.

Today, Alex is still a full-time seller on Amazon. He also teaches a course for beginners that helps them learn the skills they need to  build their own businesses .

  • How to start an Amazon FBA business

If you’re wondering how you can start your own Amazon FBA business as Alex did, you’re in luck. He gave us his five most important steps that beginners need to take when they begin selling on Amazon.

1. Conduct niche and product research

Amazon sells billions of dollars worth of products a year, but that doesn’t mean you can sell any item and expect to be successful. The very best sellers do many hours of research to find the products that will make them the most money.

Alex recommends thinking of embarrassing items people don’t like to buy in person, eco-friendly products, or items you can bundle together.

Specifically, though, he looks for products that meet six important criteria:

  • A high search volume on Amazon
  • High average monthly sales
  • Consistent sales all year long
  • Not many competing sellers
  • Easy to acquire from suppliers
  • Small and light (this reduces shipping, storage, and fulfillment fees)
  • A sales price between $10 – $70 (these prices are low enough to generate a good sales volume but still high enough to leave some profit)

You may be wondering how you’re supposed to gain access to all this data. It turns out there are many different tools available to Amazon sellers that make finding this kind of information easy.

“I love the  AMZScout Pro Extension ,” Alex says. “The information it displays is invaluable to any new startup or existing seller looking for ideas.”

That being said, there are many other options to choose from. We encourage you to do your own research and find the software that works best for you.

An example of Alex’s ideal product

Using the tools described above, do your research and try to uncover items that have high-profit potential. Alex supplied us with an example product that meets his criteria:

business plan template amazon fba

These kitchen shears generate an average of 3,393 sales per month, which shows there’s plenty of demand. They’re also the type of item that sells consistently well, no matter what the season is. 

The competition isn’t overly strong, they’re readily available from suppliers, and they’re small and light which reduces your costs. Finally, while the sales price of $11 is on the low end, it still falls in Alex’s target price range.

Identify items that can become private label products

Alex offered one more tip when it comes to niche and  product research . Look for items that can be turned into private label products.

“Private label products are branded with your own logo,” says Alex. “I focus on these types of items because they’re unique to you and your business.”

If you find products that you can make your own and  create a brand  around you’ll have something that no other seller is offering, which is a huge advantage.

2. Create an Amazon seller account

Before you start selling on Amazon you need to register for a seller account. When you do this you’ll have a choice between two account types:

This account doesn’t have any monthly subscription fees, but you’ll have to pay $0.99 to Amazon every time you make a sale. Plus, the features that come with this type of account are rather limited.


With this account, you’ll pay $39.99 per month but the $0.99 fee for every sale is waived. Plus, you have access to extra features like Amazon ads, in-depth inventory data, and additional categories you can sell in.

business plan template amazon fba

According to Alex, a Professional account is what most sellers should choose.

“If you’re taking Amazon seriously then I would recommend going for a Professional account,” he says. “You have access to Amazon’s advertising platform with the Professional account and it can be a very powerful tool to generate sales for a new product.”

You can  sign up for an Amazon seller account here . To complete the application process you’ll need a piece of ID, a valid credit card, and your tax information. 

After Amazon approves your account (it usually takes around three days), make sure to familiarize yourself with the Seller Central platform. This is where you’ll build new product listings, create Amazon ad campaigns, and update your inventory.

3. Find a supplier

Once you know what you want to sell you’ll need to find a company that can supply you with the product. Most sellers source their inventory from abroad, primarily from China, since it’s generally cheaper than purchasing items domestically.

In the old days, business owners would travel to China to visit suppliers in person. Or they’d attend trade shows to discover companies that offered the types of goods they were looking for. While some entrepreneurs still do this, technology has made it easier than ever for Amazon sellers to find suppliers online.

Alex recommends using Alibaba, an online marketplace that has thousands of manufacturers and wholesalers. When looking for suppliers on Alibaba here are a few tips:

  • Use Alibaba’s star rating and certification system to find reputable suppliers.
  • Ask them to send you a sample before committing to placing an order.
  • Don’t accept the first quote they give you. Most suppliers are willing to negotiate on price.
  • Don’t pay the entire cost of the order upfront. Pay half when the order is placed and half after it’s completed.

business plan template amazon fba

4. Choose your fulfillment method

Order fulfillment refers to the method you use to ship your products to your customers. Amazon gives you two options for this:

Fulfillment by Merchant (FBM)

This requires you to store all your own inventory. When someone buys one of your products you pack and ship the order yourself.

Fulfillment by Amazon (FBA)

With this method, you send all your items to Amazon. They store them in their warehouses, and when you receive an order they ship the product to the customer for you.

When you use FBA you pay Amazon a  storage and fulfillment  fee every time you make a sale. But Alex still recommends this method for most new sellers.

“Before discovering the power behind FBA I was shipping products out of my garage,” says Alex. “Orders were going well but FBA took things to the next level.”

Another benefit of using FBA is that your items are eligible for Prime shipping, which is a big selling feature for Amazon Prime members.

5. Product promotion

Once your products are live on the site you need a way to get traffic to your listings. For new sellers, one of the best ways to do this is to run ads.

Amazon has its own advertising platform that’s very effective. It works similarly to  Google Ads , in that it allows you to show up at the top of Amazon searches in the “Sponsored” section.

According to Alex, Amazon Ads are “often used to get your product seen ahead of the competition, to start generating some sales, and to increase the number of reviews your product gets which helps with search rankings.”

To get even more exposure, you can also advertise on social media platforms like Facebook and Instagram. The great thing about these ads is that they’re very affordable and allow you to target specific demographics that you know are interested in your products.

Just make sure that your ads are actually making you money. In other words, you want your average cost of sale (ACOS) to be low enough that you still have some profit left over. Alex says he usually likes to aim for an ACOS of 10 percent or lower.

  • Start small and grow

Starting an Amazon business is a big commitment. But as Alex shows, it’s definitely possible to find success. If you use the right tools, and you keep Alex’s tips in mind, there’s no reason why you can’t follow in his footsteps.

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Content Author: AMZScout Expert Team

AMZScout Amazon Expert Team helps sellers maximize growth and generate profit. We love to create engaging content about eCommerce, marketing, advertising, logistics, consumer trends, and more to help users achieve success.

business plan template amazon fba

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How to write a business plan for an Amazon FBA company?

Amazon FBA company business plan

Writing a business plan for an Amazon FBA company can be an intimidating task, especially for those just starting.

This in-depth guide is designed to help entrepreneurs like you understand how to create a comprehensive business plan so that you can approach the exercise with method and confidence.

We'll cover: why writing an Amazon FBA company business plan is so important - both when starting up, and when running and growing the business - what information you need to include in your plan, how it should be structured, and what tools you can use to get the job done efficiently.

Let's get started!

In this guide:

Why write a business plan for an Amazon FBA company?

What information is needed to create a business plan for an amazon fba company.

  • What goes in the financial forecast for an Amazon FBA company?
  • What goes in the written part of an Amazon FBA company business plan?
  • What tool can I use to write my Amazon FBA company business plan?

Being clear on the scope and goals of the document will make it easier to understand its structure and content. So before diving into the actual content of the plan, let's have a quick look at the main reasons why you would want to write an Amazon FBA company business plan in the first place.

To have a clear roadmap to grow the business

It's rarely business as usual for small businesses. The economy follows cycles where years of growth are followed by recessions, and the business environment is always changing with new technologies, new regulations, new competitors, and new consumer behaviours appearing all the time...

In this context, running a business without a clear roadmap is like driving blindfolded: it's dangerous at best. That's why writing a business plan for an Amazon FBA company is essential to create successful and sustainable businesses.

To write an effective business plan, you will need to take stock of where you are (if you are already in business) and where you want the business to go in the next three to five years.

Once you know where you want your Amazon FBA company to be, you'll have to identify:

  • what resources (human, equipment, and capital) are needed to get there,
  • at what pace the business needs to progress to get there in time,
  • and what risks you'll face along the way.

Going through this process regularly is beneficial, both for startups and existing companies, as it helps make informed decisions about how best to allocate resources to ensure the long-term success of the business.

To anticipate future cash flows

Regularly comparing your actual financial performance to the projections in the financial forecast of your Amazon FBA company's business plan gives you the ability to monitor your business's financial health and make necessary adjustments as needed.

This practice allows you to detect potential financial issues, such as unexpected cash shortfalls before they escalate into major problems. Giving you time to find additional financing or put in place corrective measures.

Additionally, it helps you identify growth opportunities, like excess cash flow that could be allocated to launch new products and services or expand into new markets.

Staying on track with these regular comparisons enables you to make well-informed decisions about the amount of financing your business might require, or the excess cash flow you can expect to generate from your main business activities.

To secure financing

A detailed business plan becomes a crucial tool when seeking financing from banks or investors for your Amazon FBA company.

Investing and lending to small businesses are very risky activities given how fragile they are. Therefore, financiers have to take extra precautions before putting their capital at risk.

At a minimum, financiers will want to ensure that you have a clear roadmap and a solid understanding of your future cash flows (like we just explained above). But they will also want to ensure that your business plan fits the risk/reward profile they seek.

This will off-course vary from bank to bank and investor to investor, but as a rule of thumb. Banks will want to see a conservative financial management style (low risk), and they will use the information in your business plan to assess your borrowing capacity — the level of debt they think your business can comfortably handle — and your ability to repay the loan. This evaluation will determine whether they'll provide credit to your Amazon FBA company and the terms of the agreement.

Whereas investors will carefully analyze your business plan to gauge the potential return on their investment. Their focus lies on evidence indicating your Amazon FBA company's potential for high growth, profitability, and consistent cash flow generation over time.

Now that you recognize the importance of creating a business plan for your Amazon FBA company, let's explore what information is required to create a compelling plan.

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Writing an Amazon FBA company business plan requires research so that you can project sales, investments and cost accurately in your financial forecast.

In this section, we cover three key pieces of information you should gather before drafting your business plan!

Carrying out market research for an Amazon FBA company

Carrying out market research before writing a business plan for an Amazon FBA company is essential to ensure that the financial projections are accurate and realistic.

Market research helps you gain insight into your target customer base, competitors, pricing strategies and other key factors which can have an impact on the commercial success of your business.

In particular, it is useful in forecasting revenue as it provides valuable data regarding potential customers’ spending habits and preferences.

Your market research could reveal that your Amazon FBA company's products may be more popular among younger generations, or that they could be gaining traction in certain geographical areas.

This information can then be used to create more accurate financial projections which will help investors make informed decisions about investing in your Amazon FBA company.

Amazon FBA business plan: successful entrepreneur

Developing the marketing plan for an Amazon FBA company

Before delving into your Amazon FBA company business plan, it's imperative to budget for sales and marketing expenses.

To achieve this, a comprehensive sales and marketing plan is essential. This plan should provide an accurate projection of the necessary actions to acquire and retain customers.

Additionally, it will outline the required workforce to carry out these initiatives and the corresponding budget for promotions, advertising, and other marketing endeavours.

By budgeting accordingly, you can ensure that the right resources are allocated to these vital activities, aligning them with the sales and growth objectives outlined in your business plan.

The staffing and equipment needs of an Amazon FBA company

Whether you are at the beginning stages of your Amazon FBA company or expanding its horizons, having a clear plan for recruitment and capital expenditures (investment in equipment and real estate) is vital to ensure your business's success.

To achieve this, both the recruitment and investment plans must align coherently with the projected timing and level of growth in your forecast. It is essential to secure appropriate funding for these plans.

An Amazon FBA company might have to incur staffing costs such as hiring employees to manage the inventory, as well as to manage orders. You might also have to invest in computers, desks and other office equipment.

To create a financial forecast that accurately represents your business's outlook, remember to factor in other day-to-day operating expenses.

Now that you have all the necessary information, it's time to dive in and start creating your business plan and developing the financial forecast for your Amazon FBA company.

What goes into your Amazon FBA company's financial forecast?

The financial forecast of your Amazon FBA company will enable you to assess the profitability potential of your business in the coming years and how much capital is required to fund the actions planned in the business plan.

The four key outputs of a financial forecast for a Amazon FBA company are:

  • The profit and loss (P&L) statement ,
  • The projected balance sheet ,
  • The cash flow forecast ,
  • And the sources and uses table .

Let's take a closer look at each of these.

The projected P&L statement

The projected P&L statement for an Amazon FBA company shows how much revenue and profits your business is expected to generate in the future.

projected profit and loss statement example in a Amazon FBA company business plan

Ideally, your Amazon FBA company's P&L statement should show:

  • Healthy growth - above inflation level
  • Improving or stable profit margins
  • Positive net profit

Expectations will vary based on the stage of your business. A startup will be expected to grow faster than an established Amazon FBA company. And similarly, an established company should showcase a higher level of profitability than a new venture.

The forecasted balance sheet of your Amazon FBA company

The projected balance sheet of your Amazon FBA company will enable the reader of your business plan to assess the overall financial health of your business.

It shows three elements: assets, liabilities and equity:

  • Assets: are productive resources owned by the business, such as equipment, cash, and accounts receivable (money owed by clients).
  • Liabilities: are debts owed to creditors, lenders, and other entities, such as accounts payable (money owed to suppliers).
  • Equity: includes the sums invested by the shareholders or business owners and the profits and losses accumulated by the business to date (which are called retained earnings). It is a proxy for the value of the owner's stake in the business.

projected balance sheet in a Amazon FBA company business plan example

Analysing your Amazon FBA company projected balance sheet provides an understanding of your Amazon FBA company's working capital structure, investment and financing policies.

In particular, the readers of your plan can compare the level of financial debt on the balance sheet to the equity value to measure the level of financial risk (equity doesn't need to be reimbursed, while financial debt must be repaid, making it riskier).

They can also use your balance sheet to assess your Amazon FBA company's liquidity and solvency:

  • A liquidity analysis: focuses on whether or not your business has sufficient cash and short-term assets to cover its liabilities due in the next 12 months.
  • A solvency analysis: takes and longer view to assess whether or not your business has the capacity to repay its debts over the medium-term.

The cash flow forecast

A projected cash flow statement for an Amazon FBA company is used to show how much cash the business is generating or consuming.

cash flow forecast in a Amazon FBA company business plan example

The cash flow forecast is usually organized by nature to show three key metrics:

  • The operating cash flow: do the core business activities generate or consume cash?
  • The investing cash flow: how much is the business investing in long-term assets (this is usually compared to the level of fixed assets on the balance sheet to assess whether the business is regularly maintaining and renewing its equipment)?
  • The financing cash flow: is the business raising new financing or repaying financiers (debt repayment, dividends)?

As we discussed earlier, cash is king and keeping an eye on future cash flows an imperative for running a successful business. Therefore, you can expect the reader of your Amazon FBA company business plan to pay close attention to your cash flow forecast.

Also, note that it is customary to provide both yearly and monthly cash flow forecasts in a business plan - so that the reader can analyze seasonal variation and ensure the Amazon FBA company is appropriately funded.

The initial financing plan

The sources and uses table or initial financing plan is a key component of your business plan when starting an Amazon FBA company.

It shows where the capital needed to set up the business will come from (sources) and how it will be spent (uses).

sources and uses table in a Amazon FBA company business plan

This table helps size the investment required to set up the Amazon FBA company, and understand how risks will be distributed between the business owners, and the financiers.

The sources and uses table also highlights what the starting cash position will be. This is key for startups as the business needs to have sufficient funding to sustain operations until the break-even point is reached.

Now that you have a clear understanding of what will go into the financial forecast of your Amazon FBA company business plan, let's have a look at the written part of the plan.

Need inspiration for your business plan?

The Business Plan Shop has dozens of business plan templates that you can use to get a clear idea of what a complete business plan looks like.

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The written part of an Amazon FBA company business plan

The written part of an Amazon FBA company business plan is composed of 7 main sections:

  • The executive summary
  • The presentation of the company
  • The products and services
  • The market analysis
  • The strategy
  • The operations
  • The financial plan

Throughout these sections, you will seek to provide the reader with the details and context needed for them to form a view on whether or not your business plan is achievable and your forecast a realistic possibility.

Let's go through the content of each section in more detail!

1. The executive summary

The executive summary, the first section of your Amazon FBA company's business plan, serves as an inviting snapshot of your entire plan, leaving readers eager to know more about your business.

To compose an effective executive summary, start with a concise introduction of your business, covering its name, concept, location, history, and unique aspects. Share insights about the services or products you intend to offer and your target customer base.

Subsequently, provide an overview of your Amazon FBA company's addressable market, highlighting current trends and potential growth opportunities.

Then, present a summary of critical financial figures, such as projected revenues, profits, and cash flows.

You should then include a summary of your key financial figures such as projected revenues, profits, and cash flows.

Lastly, address any funding needs in the "ask" section of your executive summary.

2. The presentation of the company

The second section in your Amazon FBA company's business plan should focus on the structure and ownership, location, and management team of the company.

The structure and ownership part provides an overview of the legal structure of the business, who the owners are and how much each has invested and owns. If you are seeking financing it is important that the reader gets a clear picture of which legal entity is receiving the funds, and who controls the business.

The location part should give an overview of the premises from which the company is operating, and why that location is of particular interest (catchment area, accessibility, amenities nearby, etc.).

When describing the location of your Amazon FBA company, you could emphasize the potential of the area to attract new customers and business. You could point out that the region may have access to a large and diverse population, as well as a favorable business climate. Additionally, the area may offer access to key transportation, communication, and other infrastructure that could aid in the successful operation of your Amazon FBA company.

Finally, you should introduce the management team. Explain each member's role, background, and experience.

It is also important to emphasize any past successes that the members of the management team have achieved, and how long they've been working together, as this will help potential lenders or investors understand why they should trust in their leadership.

3. The products and services section

The products and services section of your business plan should include a detailed description of what your company offers, who are the target customers, and what distribution channels are part of your go-to-market. 

For example, your Amazon FBA company might offer customers a wide variety of products, including apparel, electronics, toys, and home decor. You could also provide services such as fulfillment, product storage, and customer service. These products and services would allow customers to conveniently shop on Amazon, have their orders fulfilled quickly, and receive quick and helpful customer support.

Amazon FBA business plan: products and services section

4. The market analysis

When you present your market analysis in your Amazon FBA company business plan, it's crucial to include detailed information about customers' demographics and segmentation, target market, competition, barriers to entry, and any relevant regulations.

The main objective of this section is to help the reader understand the size and attractiveness of the market while demonstrating your solid understanding of the industry.

Begin with the demographics and segmentation subsection, providing an overview of the addressable market for your Amazon FBA company, the key trends in the marketplace, and introducing different customer segments along with their preferences in terms of purchasing habits and budgets.

Next, focus on your target market, zooming in on the specific customer segments your Amazon FBA company aims to serve and explaining how your products and services fulfil their distinct needs.

For example, your target market might include young women between the ages of 18-30 who shop online for apparel and accessories. This segment is likely to appreciate the convenience of Amazon FBA, with its fast shipping and wide selection of items. They are also likely to be tech-savvy and use their phones and computers to access the internet for shopping.

Then proceed to the competition subsection, where you introduce your main competitors and highlight what sets you apart from them.

Finally, conclude your market analysis with an overview of the key regulations applicable to your Amazon FBA company.

5. The strategy section

When you write the strategy section of your Amazon FBA company business plan, remember to cover key elements such as your competitive edge, pricing strategy, sales & marketing plan, milestones, and risks and mitigants.

In the competitive edge subsection, elaborate on what makes your company stand out from competitors. This becomes especially important if you're a startup, aiming to carve a place for yourself amidst established players in the marketplace.

The pricing strategy subsection should demonstrate how you plan to maintain profitability while offering competitive prices to attract customers.

Outline your sales & marketing plan, detailing how you'll reach out to new customers and retain existing ones through loyalty programs or special offers.

For the milestones subsection, outline your company's achievements to date and your main objectives for the future, complete with specific dates to set clear expectations for progress.

Lastly, the risks and mitigants subsection should address the main risks that could affect your plan's execution. Explain the measures you've put in place to minimize these risks, assuring potential investors or lenders.

Your Amazon FBA company may face a variety of risks. One example of a risk is the possibility of product damage during shipment to the Amazon warehouse. Depending on the type of product, this could lead to significant financial losses. Another risk your Amazon FBA company may face is the changing marketplace. With new products and competitors entering the market, your company could lose customers and profits if you are not able to keep up with the competition.

6. The operations section

The operations of your Amazon FBA company must be presented in detail in your business plan.

The first thing you should cover in this section is your staffing team, the main roles, and the overall recruitment plan to support the growth expected in your business plan. You should also outline the qualifications and experience necessary to fulfil each role, and how you intend to recruit (using job boards, referrals, or headhunters).

You should then state the operating hours of your Amazon FBA company - so that the reader can check the adequacy of your staffing levels - and any plans for varying opening times during peak season. Additionally, the plan should include details on how you will handle customer queries outside of normal operating hours.

The next part of this section should focus on the key assets and IP required to operate your business. If you depend on any licenses or trademarks, physical structures (equipment or property) or lease agreements, these should all go in there.

You could have key assets such as an active inventory of products and a customer base. Your inventory might include physical products that you have stored in Amazon warehouses, as well as digital products that you sell through Amazon. Your customer base could consist of loyal customers who you have acquired through marketing and other strategies. You might also have intellectual property such as logos, trademarks, and copyrighted content that you use to brand and promote your products. Additionally, you could also have proprietary software, algorithms, and processes that you use to manage your business.

Finally, you should include a list of suppliers that you plan to work with and a breakdown of their services and main commercial terms (price, payment terms, contract duration, etc.). Investors are always keen to know if there is a particular reason why you have chosen to work with a specific supplier (higher-quality products or past relationships for example).

7. The presentation of the financial plan

The financial plan section is where we will include the financial forecast we talked about earlier in this guide.

Now that you have a clear idea of the content of an Amazon FBA company business plan, let's look at some of the tools you can use to create yours.

What tool should I use to write my Amazon FBA company's business plan?

There are two main ways of creating your Amazon FBA company business plan:

  • Using specialized business planning software,
  • Hiring a business plan writer.

Using an online business plan software for your Amazon FBA company's business plan

The modern and most efficient way to write an Amazon FBA company business plan is to use business plan software .

There are several advantages to using specialized software:

  • You can easily create your financial forecast by letting the software take care of the financial calculations for you without errors
  • You are guided through the writing process by detailed instructions and examples for each part of the plan
  • You can access a library of dozens of complete business plan samples and templates for inspiration
  • You get a professional business plan, formatted and ready to be sent to your bank or investors
  • You can easily track your actual financial performance against your financial forecast
  • You can create scenarios to stress test your forecast's main assumptions
  • You can easily update your forecast as time goes by to maintain visibility on future cash flows
  • You have a friendly support team on standby to assist you when you are stuck

If you're interested in using this type of solution, you can try The Business Plan Shop for free by signing up here .

Need a solid financial forecast?

The Business Plan Shop does the maths for you. Simply enter your revenues, costs and investments. Click save and our online tool builds a three-way forecast for you instantly.

Screenshot from The Business Plan Shop's Financial Forecasting Software

Hiring a business plan writer to write your Amazon FBA company's business plan

Outsourcing your Amazon FBA company business plan to a business plan writer can also be a viable option.

These writers possess valuable experience in crafting business plans and creating accurate financial forecasts. Additionally, enlisting their services can save you precious time, enabling you to concentrate on the day-to-day operations of your business.

It's important to be mindful, though, that hiring business plan writers comes with a cost. You'll be paying not just for their time but also for the software they use, and their profit margin.

Based on experience, a complete business plan usually requires a budget of at least ÂŁ1.5k ($2.0k) excluding tax, and more if revisions are needed after initial meetings with lenders or investors - changes often arise following these discussions.

When seeking investment, be cautious about spending too much on consulting fees. Investors prefer their funds to contribute directly to business growth. Thus, the amount you spend on business plan writing services and other consulting services should be negligible compared to the amount you raise.

Another aspect to consider is that while you'll receive the output of the business plan, you usually won't own the actual document. It will be saved in the consultant's business plan software, which will make updating the plan challenging without retaining the consultant on a retainer.

Given these factors, it's essential to carefully weigh the pros and cons of outsourcing your Amazon FBA company business plan to a business plan writer and decide what best suits your business's unique needs.

Why not create your Amazon FBA company's business plan using Word or Excel?

Using Microsoft Excel and Word (or their Google, Apple, or open-source equivalents) to write an Amazon FBA company business plan is a terrible idea.

For starters, creating an accurate and error-free financial forecast on Excel (or any spreadsheet) is very technical and requires both a strong grasp of accounting principles and solid skills in financial modelling.

As a result, it is unlikely anyone will trust your numbers unless - like us at The Business Plan Shop - you hold a degree in finance and accounting and have significant financial modelling experience in your past.

The second reason is that it is inefficient. Building forecasts on spreadsheets was the only option in the 1990s and early 2000s, nowadays technology has advanced and software can do it much faster and much more accurately.

And with the rise of AI, software is also becoming smarter at helping us detect mistakes in our forecasts and helping us analyse the numbers to make better decisions.

Also, using software makes it easy to compare actuals vs. forecasts and maintain our forecasts up to date to maintain visibility on future cash flows - as we discussed earlier in this guide - whereas this is a pain to do with a spreadsheet.

That's for the forecast, but what about the written part of my Amazon FBA company business plan?

This part is less error-prone, but here also software brings tremendous gains in productivity:

  • Word processors don't include instructions and examples for each part of your business plan
  • Word processors don't update your numbers automatically when they change in your forecast
  • Word processors don't handle the formatting for you

Overall, while Word or Excel may be viable options for creating an Amazon FBA company business plan for some entrepreneurs, it is by far not the best or most efficient solution.

  • Using business plan software is a modern and cost-effective way of writing and maintaining business plans.
  • A business plan is not a one-shot exercise as maintaining it current is the only way to keep visibility on your future cash flows.
  • A business plan has 2 main parts: a financial forecast outlining the funding requirements of your Amazon FBA company and the expected growth, profits and cash flows for the next 3 to 5 years; and a written part which gives the reader the information needed to decide if they believe the forecast is achievable.

We hope that this in-depth guide met your expectations and that you now have a clear understanding of how to write your Amazon FBA company business plan. Do not hesitate to contact our friendly team if you have questions additional questions we haven't addressed here.

Also on The Business Plan Shop

  • How to write a business plan to secure a bank loan?
  • Key steps to write a business plan?
  • Top mistakes to avoid in your business plan

Do you know entrepreneurs interested in starting or growing an Amazon FBA company? Share this article with them!

Guillaume Le Brouster

Founder & CEO at The Business Plan Shop Ltd

Guillaume Le Brouster is a seasoned entrepreneur and financier.

Guillaume has been an entrepreneur for more than a decade and has first-hand experience of starting, running, and growing a successful business.

Prior to being a business owner, Guillaume worked in investment banking and private equity, where he spent most of his time creating complex financial forecasts, writing business plans, and analysing financial statements to make financing and investment decisions.

Guillaume holds a Master's Degree in Finance from ESCP Business School and a Bachelor of Science in Business & Management from Paris Dauphine University.

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Business Plan: Selling successfully with Amazon

Before you start selling on Amazon, you should create a business plan to cover all areas of your planned self-employment. This is how to start an Amazon business in easy steps.

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Business Plan Amazon FBA

Quick Guide For Your Amazon Business

Business Plan Template: What You Get

  • Plan your Amazon business carefully and know all the costs.
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Sample Amazon FBA Service Business Plan

Amazon fba business plan sample.

Since the emergence of the computer and the internet, the way businesses have been handled has taken a different turn, especially in the last few years.

Amazon FBA (Fulfilment by Amazon) businesses work with third-party retailers, and so when a product from a third party merchant on Amazon is purchased, the company that ships the product is determined by the fulfillment method which had been selected by the retailer.

For startup entrepreneurs who want to start up an Amazon FBA business, this article contains an Amazon FBA business plan sample which can guide you in writing your business plan for your Amazon FBA business.

GUIDE: Steps to Buying an Amazon FBA Business

Here is a business plan for selling on Amazon.

BUSINESS NAME:  Safe and Quick Deliveries Logistics, LLC

Executive Summary

  • Our Products and Services

Vision Statement

Mission Statement

  • Market Analysis

Sales and Marketing Strategy

  • Financial Plan

Competitive Advantage

Safe and Quick Deliveries Logistics, LLC is an Amazon FBA business that will be based in the United States. Safe and Quick Deliveries Logistics, LLC will be working with several third-party retailers under the Amazon FBA platform.

Safe and Quick Deliveries Logistics, LLC will be owned by several business partners. All of whom have been able to contribute towards the startup capital required to launch the Amazon FBA business. All the partners equally contributed to raising $400,000. They all have been able to raise a total of $400,000, remaining $400,000, which will be obtained as a loan from the bank.

The primary aim of starting this Amazon FBA business is to provide a solution to a need and also to largely make profits. We will do everything within our means to achieve our business vision but within the confines of the law.

Our Products and Services

Safe and Quick Deliveries Logistics, LLC is an Amazon FBA business that will particularly be interested in doing business primarily to make profits. We are well aware of the laws, and we will carry out all our operations within the confinement of the law. Our services offerings are not limited to any particular type.

TIPS: Selling Supplements Via Amazon

We are in this Amazon FBA business to make profits. Our vision in this line of business is to become one of the major players. We are based in the United States, but our services extend to all countries around the globe.

Our mission is to deliver very quality products to our customers, fast and safe. We want to be the number one choice of Amazon FBA businesses.

Market Analysis Market Trend

Over the years of human history, businesses have evolved in the way that they are conducted. The emergence of computers and the internet in our society has revolutionized how a lot of things are done in today’s world.  E-commerce is one way in which the internet has changed how businesses are conducted today. E-commerce alone has landed many entrepreneurs so many big-money businesses.

More so, e-commerce has resulted in a faster shipping time rate, and 24/7 services to customers. Products shipped directly from retailers do not process and ship as fast as FBA products. Also, there is delivery tracking through Amazon, thus customers can observe the delivery state of their product.

Target Market

We are a United States-based Amazon FBA business responsible for international shipping and logistics. We will be working with third-party retailers under Amazon, providing our services to countries all around the world.

We have designed our sales and marketing strategies to revolve around quickness, reliability, safety, secure payment, pricing, and customer service. In our quest to station our business as a major player in the industry, we have come up with the following sales and marketing strategies to help us in promoting our business:

  • We will make sure to introduce our shipping and logistics business to third party retailers who are under the Amazon FBA platform. This we will do by sending them our introductory letters.
  • We will be very quick in bidding for shipping and logistics jobs both from corporate organizations and online retailers.
  • We will not fail to place adverts on newspapers, magazines, and radio and television stations.
  • We will take advantage of the internet and social media platforms such as Facebook, Twitter, Instagram, and the likes to promote our business.
  • We will make use of the direct marketing approach.
  • We will also put our business on yellow page ads
  • We will also make sure to attend relevant local and international expos, business fairs, seminars, etc.

Financial Plan Sources of Startup Capital

We have been able to deduce the total startup capital we will require to start up our Amazon FBA business. We will need a total of $800,000 to fully launch the business. Each of the partners of the business has been able to raise its share to make up $400,000. The remaining half will be obtained as a loan facility from the bank.

Within just ten years as a case study, the shipping and logistics industry has grown to become much more competitive. To succeed in this industry, therefore, one has to be very creative, proactive, and be able to maintain excellent customer services.

We well know about stiff competition in the industry, and we are very prepared to favorably compete with the leading shipping and logistics businesses.

One way that will benefit us to compete favorably with other leading shipping and logistics companies is the wealth of experience of our management team and our strong shipping network. Our management team comprises of people who are very experienced in their various fields.

What we have above is a simple Amazon FBA business plan sample. The business name used in the business plan sample is ‘Safe and Quick Deliveries Logistics, LLC’. The business will be a United States-based Amazon FBA business that will be working with lots of third party retailers under the Amazon FBA platform.

READ: Making Money From Amazon Delivery

Each of the partners of this business has been able to contribute to the startup capital of $800,000. And so far, a total of $400,000 has been realized.

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How to Write a Business Plan with Mikaila Ulmer

Learn how mastering finance terminology boosts communication and credibility with finance team and investors.

Get started with amazon business., how to write a business plan, why write a business plan.

The dream that I had as a four year old of changing the world with a lemonade stand is what drove the growth of the company. But what actually provided the backbone in the foundation for that dream was the fact that we had a business plan for each stage of our company's growth. And that's one of the many reasons you want to make a business plan. A clear business plan informs other parties, whether that's your internal team, your friends and family, potential investors, or strategic partners, about your company. It also sets clear goals for the future and allows you to dream like a kid, just as I did as a four year old in Austin. A study reports that you're 42% more likely to accomplish the goals that you write down.* A business plan is essentially a way of listing your goals and backing it up with data and research. You also include your current team key factors about your business, and the industry as a whole. It establishes a roadmap for your business.

Key Reasons to Write a Business Plan

  • Helps you understand key factors of business and industry
  • Establishes roadmap for business
  • Provides information for other parties such as potential investors, internal teams, friends & family
  • Sets clear goals for the future and allows you to dream like a kid
  • Make you 42 % more likely to accomplish the goals you write down*

Key Aspects of a Business Plan

  • Industry overview - a general market analysis
  • Company and business overview - introduces your business
  • Business strategy - clarifies what your strategy is for conducting business
  • Mission and vision - how your business is going to impact others in the world
  • Management and key personnel
  • Capitalization structure - how you fund and raise capital
  • Growth and goals?
  • What's next for your brand
  • Risks and mitigation - potential elements that could negatively impact your business and how you will mitigate those

Aspects of a Business Plan with Mikaila Ulmer

Company & Business

This section provides an overview and introduction to your business as a whole. Here's where you want to tell your founder's story, what's unique about your company, and what big problem your company solves. You want to list what your company structure is - are you an LLC or are you incorporated? Where are your principal offices located? Is it virtual or in person? And who are the management personnel? But not too much into the matter of personnel because there's another section for that. In this section, you want to include your business strategy, opportunities, and the target market.

  • The story behind founding your company
  • What's unique about your company
  • The big problem your company solves.
  • Company structure i.e. are you an LLC or are you incorporated?
  • Location of principal offices - is a virtual is it in person?
  • Management personnel - who are they? - but not too much into the matter of personnel because there's another section for that.
  • Business strategy - what is the opportunity and the target market?

Mission & Vision

I came across my vision and mission statement actually as an accident. I was four and a half years old. I got stung by two bees in one week. It was extremely painful and I was terrified of them. My parents said, ‘okay, how about you do some research?’ I learned that without the bees, our food supply would collapse. And I also learned that one out of every three bites of the food we eat comes from bee-pollinated plants. This definitely sparked an interest and I wanted to help protect them based on learning that the populations were dying at an alarming rate. So I decided, “Hey, I just got a cookbook from my great granny Helen (she wrote her favorite recipe for a flaxseed lemonade.) What if I took this recipe and add my own twist? What if I added mint? What if I sweetened it with honey, which I had just learned that bees made? And what if I donated a portion to organizations that would seem to bees?” That’s how my mission orginated. I wanted to create lemonade that tastes good and does good. I wanted to make a measurable impact on saving bee populations. While that's what it started as, it has since grown into something more. Yes, it saved bees, but it's also teaching and encouraging social entrepreneurship. Mission and vision may sound the same, but they're pretty different and they're both equally as important. Your vision statement is your reason for being. It's who you are at your core. It can be inspirational and emotional. The goal is getting others to see your vision and believe in it, to garner hearts, attention and interest. Your vision statement should attract and engage passionate individuals both within and outside of your organization.

Business Plan Mission and Vision

Vision Statement

A vision statement is your reason for being - who you are at your core.

  • Can be Inspirational - getting others to see your vision and BEE-lieve in it
  • Can be emotional - to get hearts, attention and interest
  • Should be a short statement

Mission Statement

The mission statement is where you want to clarify what the scope of your work is. What you do, how do you do it, and for whom. This is where you help people understand how you achieve the vision that you already mentioned.

Industry Overview

In the Industry Overview section, you want to list what differentiates you from your competition. State your business's economic sector on a local, regional and national level. You want to list who the current leaders and trendsetters are in your industry; you could do this through a side by side competitor analysis. You want to forecast where your industry is headed to in the future. Industry Overview Highlights

  • What differentiates you from the competition?
  • Local level
  • Regional level
  • National level
  • Side-by-side competitor analysis
  • Describe sectors growth
  • Opportunities for your business to expand
  • Overall goal is to determine your target market and what separates you

Business Plan Competitor Section

Management and Key Personnel “Your Hive”

The next section is the “Your Hive” section or Management and Key Personnel. Here's where you want to outline your business's management structure and their qualifications. This could be owners, key personnel board, etc. You don't need to have a large team. You just want to emphasize what proficiencies, personalities and skill sets your team has. So whether you're a solopreneur or you're listing people who you go to for help that as my hive. In general, you want to emphasize the capacity of your team through a variety of skill sets and identify key functions that are required to help achieve the vision for your business. One challenge that we had as a small business was that it was hard to bring on full time employees. I was the founder and CEO of Queen Bee. I brought on my parents as Chief Operating Bee and Chief Marketing Bee, but we still needed help. And so we realized that by listing what skills our current team had in our management and personnel section, we were able to understand the skills that we need to outsource. We eventually went to outsourcing specific team members such as brokers, accountants, manufacturers and just finding people who can wear multiple hats to help us run the day-to-day. The great thing about your hive is that it's not just people who work for your company. As I grew my business, there were so many people who wanted to be part of my hive.

Management and Personnel Highlights

  • Key personnel
  • Identify key functions required to help achieve vision for business (and timing)
  • Emphasize the capacity of your team through a variety of skillsets
  • Proficiency & Personality


The next section of your business plan is Capitalization. How are you going to fund this idea, this company, and where will that money go in the future? This is where you want to list what your initial funding will be, whether it's friends and family, angel investors, venture capitalist or your local bank. You also want to set forth the capitalization of the company on a pro forma basis. So how much capital is needed to pursue the next steps of your business strategy and what form of capital is that going to be in? Are you going to have equity based investments, loans, line of credits, etc.? One of the challenges that we had as a small business was that there were opportunities to scale, but we were unable to take advantage of them. When we looked at our capitalization structure, we realized in order to launch into these retailers or in order to go into these states, we needed freight, we needed higher manufacturing abilities, and we didn't have those items at the item. We realized we needed capitalization. We established exactly what sources we were going to get that capital from. Then, we were able to create a convincing pitch and slide deck to attract potential investors. And so that's what led us to going on That led us to Shark Tank in 2016 and landing a deal with Mr. Daymond John. Also in 2018, we got investments from around ten NFL players. Even today, where we are looking to grow the company and get more rounds of funding.

Capitalization Highlights

  • Friends and family
  • Angel Investors
  • Venture Capitalists
  • Set forth capitalization of the company on a pro forma basis

Business Strategy

In the business strategy section., you want to list how your business will earn a profit through creating a value for your customers. What are your value propositions? Is it newness? Is it brand, status. reduced cost, convenience, or customization? What needs of your customers? Is your business going to satisfy you?

Channels List your channels. How are you going to reach your customers? Which channels work best and which channels are most affordable? This is very important.

Revenue Streams List your revenue streams. There are multiple types from subscription based to renting or leasing, licensing, advertising, etc. Once you establish those revenue streams, how are you going to price your product or your service? Is it list price, negotiation based, customer dependent, value dependent, etc.?

Business Model What's your business model? How are you planning on making a profit and whom you are trying to sell to: be the be B2B business, B2C business, etc. A great example of how a business strategy was helpful to Me & the Bees was when we were shifting from just being a lemonade stand to actually being a bottled product. A local pizza shop said, “Hey, if you can find a way to bottle your product, we'll carry it.” Now that we had that opportunity, we had to figure out how our business strategy would change. It changed a lot. Instead of trying to target individual customers, we now had to shift our target to retailers in restaurants and cafes to sell the product. And then we also realized that this meant a different pricing model and different channels that we were trying to reach. Thankfully, we had a very clear business strategy section that helped us throughout that transition. Business Strategy Highlights

  • Value propositions (ex: newness, brand/status, reduced cost, convenience/usability, customization)
  • What customer needs are you satisfying? 
  • Which channels work best?
  • Which are most affordable?

Revenue Streams

  • Types: subscription, renting/leasing, licensing, advertising
  • Pricing: list price, customer dependent, negotiation, volume dependent

Business model  (how do you plan on making a profit?)

A tool you can use:

Business Plan Business Strategy Section

Growth & Goals

The growth and goals section is where you can dream like a kid and can be fearless in the possibilities of where your business can go in the future. How are you going to expand your position? This could be increasing velocity at current locations or selling new products or new variations of your current products. Another example - what promotions, marketing or social media campaigns are you going to do? When I started Me & the Bees, all we offered was one flavor. As we grew, based on the growth and goal section, I decided I wanted different flavors. So we have ginger, prickly pear, and black cherry now. I also established that I wanted different products, such as lip balm, skin care, snacks, etc. After growing the company and after getting that lemonade to a nationally distributed point, I decided I want to start a nonprofit so that I can save the bees through research, education and protection. I wanted to publish a book so that I can help inspire the next generation of changemakers. I also wanted to connect with current changemakers around the world, whether it's in Singapore or Cape Town, and figure out how we can make a difference when it comes to saving pollinators, when it comes to increasing the amount of social businesses in the world, and helping inspire others.

Growth & Goals Section Highlights

  • Expand where you are – increase velocity at current locations
  • Future Promos, marketing, social media
  • Sell current products at new locations
  • Offer new variations of current product

Business Plan Growth Section

A Word of Encouragement for Small Business Owners

Dreaming like a kid is where a lot of the passion and excitement for growing my brand originated from. And that passion made it so much easier to overcome many of the challenges that every small business faces. For example, managing and navigating the COVID 19 pandemic, balancing being a student and being an entrepreneur at the same time, and so much more. And so in general, it was the dream of, “Hey, this is where I want my business to go in the future.” And yes, it was the backbone and foundation of that dream through business plan, but it was also the resiliency and the grit that all entrepreneurs have. And so this quote is one that I came up with during one of those times of challenges. And I think that this is applicable to being a small business owner, so entrepreneur, but also so many other parts of life in general. There's going to be things, there's going to be challenges. But I think the most powerful point is when you actually get back up, when you're able to face those challenges and overcome them and then tell stories about it, inspire others in the future.

“Don't be discouraged by life's little stings, get back up and spread your wings.“

— Mikaila Ulmer, Founder & CEO, Me & the Bees

And I think that this is applicable to being a small business owner, so entrepreneur, but also so many other parts of life in general. There's going to be things, there's going to be challenges. But I think the most powerful point is when you actually get back up, when you're able to face those challenges and overcome them and then tell stories about it, inspire others in the future.

About Mikaila Ulmer

Mikaila Ulmer is founder and CEO of Me & the Bees Lemonade. Using her Great Granny Helen’s flaxseed honey lemonade recipe, Mikaila launched her business in 2009, at a youth entrepreneurial event and then sold her lemonade at a stand in front of her home in Austin, Texas. Today, the award-winning lemonade is buzzing off the shelves at retailers in all 50 states. In 2018, Mikaila launched the Healthy Hive Foundation non-profit where a percentage of net profits from the sale of her lemonade goes to saving the bees. Mikaila’s first book, Bee Fearless: Dream Like a Kid , was released by Penguin Random House in 2020.

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  1. 2024 Amazon FBA Business Plan with Example Template

    2024 Amazon FBA Business Plan. Having a proper business plan helps you identify the goals of your business and what you need to do to achieve them. The same goes for running an Amazon FBA business. Sure, some sellers can wing it and be successful, but it is best to go in with a concrete plan to maximize the chance of gaining a return on your ...

  2. Free Amazon FBA Business Plan PDF [2024 Template + Sample Plan]

    Updated February 7, 2024. Free Download: Sample Amazon FBA Business Plan Template. When figuring out how to turn eCommerce into your side hustle or primary business, Amazon FBA can be your ticket to starting a small business on Amazon. With over 4.1 billion products sold by independent sellers on Amazon in 2022 alone, Amazon's marketplace for ...

  3. Amazon FBA Business Plan Template & How-To Guide [Updated 2024]

    Traditionally, a marketing plan includes the four P's: Product, Price, Place, and Promotion. For an Amazon FBA business, your marketing plan should include the following: Product: In the product section, you should reiterate the type of Amazon FBA company that you documented in your Company Analysis.

  4. How to Create an Effective Amazon FBA Business Plan

    This comprehensive guide will walk you through the process of creating a well-structured and successful Amazon FBA business plan. From market analysis and product selection to marketing strategies and financial projections, we've got you covered. With our step-by-step approach, you will gain the tools and knowledge to navigate the ...

  5. Free Amazon FBA Business Plan Example and Template

    Business registration and legal setup (2-weeks) Register the business and obtain necessary licenses and permits. Set up tax and legal compliance, such as sales tax collection and business insurance. Amazon account setup and FBA enrollment (2-weeks) Create an Amazon seller account and enroll in the FBA program. Set up payment and shipping options.

  6. Amazon FBA Business Plan Template (2024)

    An Amazon FBA business plan is a plan to start and/or grow your Amazon FBA business. Among other things, it outlines your business concept, identifies your target customers, presents your marketing plan and details your financial projections. You can easily complete your Amazon FBA business plan using our Amazon FBA Business Plan Template here.

  7. Amazon FBA Business Plan Template

    Download this free amazon fba business plan template, with pre-filled examples, to create your own plan. Download Now Or plan with professional support in LivePlan. Save 50% today . Available formats: What you get with this template. A complete business plan. Text and financials are already filled out and ready for you to update. ...

  8. Amazon FBA Business Plan Template

    Here are the core parts of the comprehensive A2X Amazon FBA Business Plan Template: Executive Summary. This is the most critical part of business planning. This is where you introduce your business. It is a smart tool that consolidates all key elements of your plan - an essential tool to structure your business plan. Ideally, this is ...

  9. Amazon FBA Business Plan Template (2024)

    Writing an Amazon FBA business plan is a crucial step toward the success of your business. Here are the key steps to consider when writing a business plan: 1. Executive Summary. An executive summary is the first section of the business plan intended to provide an overview of the whole business plan. Generally, it is written after the entire ...

  10. How to Start an Amazon FBA Business

    Importantly, a critical step in starting an Amazon FBA business is to complete your business plan. To help you out, you should download Growthink's Ultimate Business Plan Template here. Download our Ultimate Business Plan Template here. 15 Steps To Start a Fulfillment By Amazon (FBA) Business: Create an Amazon Seller Central Account

  11. Amazon FBA Business 101 Guide [What is it + How To Start]

    Amazon FBA is short for Fulfillment by Amazon. In simple terms, an Amazon FBA business allows you, as the seller, to choose the products and services you want to sell. You find a supplier, order the products, then package and ship everything to Amazon. The products are stored in one or more of Amazon's warehouses and then sent to customers ...

  12. How to Write Amazon FBA Business Plan? Guide & Template

    The easiest way to complete an Amazon FBA business plan is to follow Amazon's free templates which provide a basic outline to estimate profitability more accurately as you enter details about ...

  13. How to Write Amazon FBA Business Plan? Guide & Template

    Crafting a compelling Amazon FBA business plan involves the following steps: Executive Summary. Provide a concise overview of your business concept, goals, and strategies. Market Analysis. Conduct ...

  14. Amazon FBA Business Plan [Sample Template for 2022]

    Below is the sales projection for Swift & Safe Logistics, LLC, it is based on the location of our business and other factors as it relates to shipping and logistics business with active presence in Amazon FBA start - ups in the United States; First Fiscal Year-: $100,000. Second Fiscal Year-: $250,000.

  15. How to Start an Amazon FBA Business

    Free Download: Sample Amazon FBA Business Plan Template When you research different online business opportunities, one of the first suggestions you'll find is selling through Amazon FBA. It's been a popular way to make money for a few years now, but is it still worth it in 2021? We decided to chat with an actual Amazon [

  16. How to write a business plan for an Amazon FBA company?

    There are two main ways of creating your Amazon FBA company business plan: Using specialized business planning software, Hiring a business plan writer. Using an online business plan software for your Amazon FBA company's business plan. The modern and most efficient way to write an Amazon FBA company business plan is to use business plan software.

  17. Amazon FBA Business Plan (2024 edition)

    Writing an Amazon FBA seller business plan from nothing can be tough and time-consuming, especially if Amazon FBA is new to you. Using an e-commerce business plan sample or template makes it much easier. Amazon FBA business plan example gives you a clear structure and guidance on what to cover in each section. Below, we'll go through each ...

  18. Start Your Amazon FBA Business: How to Use FBA to Run Your Amazon Business

    Here are the basic parts of the detailed Amazon FBA Business Plan Template: 1. Executive summary. This is the most critical part of FBA business planning. It's an essential tool to structure your business plan. Ideally, this step has to be completed last in order to summarize each section of your plan.

  19. Amazon FBA Business Plan: Free Template

    Business Plan Online Store (Free PDF) An online store needs to position itself well in a niche and target the right audience. The free business plan sample is your guide to a viable business idea in the e-commerce market. Download here. Lean Business Plan Example: Start Up Fast and Lean. There are different ways to develop a lean startup template.

  20. Sample Amazon FBA Service Business Plan

    Conclusion. What we have above is a simple Amazon FBA business plan sample. The business name used in the business plan sample is 'Safe and Quick Deliveries Logistics, LLC'. The business will be a United States-based Amazon FBA business that will be working with lots of third party retailers under the Amazon FBA platform.

  21. How to Write a Business Plan

    A study reports that you're 42% more likely to accomplish the goals that you write down.*. A business plan is essentially a way of listing your goals and backing it up with data and research. You also include your current team key factors about your business, and the industry as a whole. It establishes a roadmap for your business.

  22. Amazon FBA Business Plan Template [Updated 2024]

    If you want to start an Amazon FBA business or expand your current Amazon FBA business, you need a business plan. The following Amazon FBA business plan template gives you the key elements to include in a winning Amazon FBA business plan.

  23. 3 Free Amazon FBA Excel Templates (And How to Use Them)

    Excel for Mac Setup Instructions. 1. Amazon FBA Fees Calculator Spreadsheet. Screenshot from Ecomcrewwebsite. This spreadsheet from Ecomcrewprovides a simple way to calculate Amazon FBA fees for an individual item. You input the sale price and the dimensions of the product, and the calculator automatically determines what size tier the product ...