Amazon US PPC Guide

Amazon US (amazon.com) sells in US dollars from an English-language storefront, though shoppers can switch the site to Spanish and see much of the product detail pages, navigation and customer service in translation. Sellers work in Seller Central at sellercentral.amazon.com, where the United States shares the North America and Brazil unified account with Canada, Mexico and Brazil, and advertise in the Amazon Ads console at advertising.amazon.com, which runs Sponsored Products, Sponsored Brands and Sponsored Display here.

There is no VAT in the United States. Sales tax is set by states and localities, and where marketplace facilitator laws apply, Amazon calculates, collects and remits it on third-party sales. Shoppers see prices before tax, with estimated tax added at checkout at the rate for the delivery address and, in some states, the ship-from location. Amazon's ad reports also leave tax out of attributed sales, so the price you set, the sales credited to an ad and the revenue your margin rests on are one pre-tax figure, unlike stores where the shelf price includes VAT. Marketplace collection does not cover your tax interview in Seller Central or your income tax, so confirm both with an adviser.

Fulfillment has rules of its own here. Amazon sets FBA capacity limits for each storage type every month, shaped by your Inventory Performance Index score, sales history and forecasts, and Capacity Manager lets you offer a reservation fee for more room. Sending a shipment to the minimal number of inbound locations carries an inbound placement fee, which can be higher when that location is in the West, while accepting Amazon's split across several locations avoids it for qualifying shipments. Amazon Warehousing and Distribution stores bulk stock and replenishes FBA automatically, and Seller Fulfilled Prime puts the Prime badge on products you ship yourself. Each choice moves the delivery promise or your stock cover, and both feed the conversion rate your bids pay for. Shurq's dashboard compares the West, Central and East regions' share of your US sales with their share of your FBA units, so you can see whether stock sits where buyers are.