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How to Select Products Only Sold by Amazon on Amazon

Vincent
Vincent
·
CTO & Co-founder

1. Using Amazon's Website Filters

  • Perform your search as usual (e.g. "wireless earbuds").

  • On the left sidebar (desktop) or under Filter (mobile), scroll down to "Seller".

  • Click "Amazon.com".

    • If you don't see it, click "See more" to expand the list of sellers.

  • Your results will now show only products where the buy-box reads "Ships from and sold by Amazon.com."

  • Tip: Some categories hide the "Seller" filter. In that case, try the URL tweak below.

2. Manual URL tweak

After your initial search, modify the URL in your browser to include:

&emi=Amazon.com

For example:

https://www.amazon.com/s?k=wireless+earbuds&emi=Amazon.com

This forces Amazon to return only items whose "Offer Listing" seller is Amazon.com.

3. Via Amazon's Mobile App

  • Tap the 🔍 Search bar and enter your query.

  • Tap Filter (usually top right).

  • Under "Seller", select Amazon.com.

  • Tap Apply.

4. Programmatic / API approach

If you're building a tool or doing bulk research, use Amazon's Product Advertising API:

  • Call the GetItems or GetItemOffers endpoint with your ASIN(s).

  • Inspect each offer's SellerName (or MerchantInfo.Name).

  • Keep only those offers where SellerName == "Amazon.com".

5. Why focus on Amazon-sold items?

From an Amazon seller's point of view, concentrating on products that are "Ships from and sold by Amazon.com" helps you in several key ways:

Market Validation If Amazon itself chooses to stock and sell a product, it's a strong signal there's consistent demand and healthy sales velocity.

Pricing Benchmark Amazon-sold items set the floor (and often the ceiling) for your own pricing strategy. You know exactly the minimum price you'll need to beat (or match) to win the Buy Box.

Buy Box Dynamics Amazon almost always wins the Buy Box on its own listings. Studying those listings shows you what it takes—price, shipping speed, reviews—to compete head-to-head with the platform itself.

Inventory & Logistics Insight By monitoring Amazon's stock levels and Lead Time (e.g., "In Stock" vs. "Usually ships within 1–2 days"), you can spot seasonal trends, restock cycles, and potential supply gaps to exploit.

Quality & Compliance Standards Amazon enforces strict listing policies on its own SKUs. Those listings demonstrate the level of image quality, A+ content, and review volume you'll need to match or exceed.

5.7 Opportunity Assessment

  • High-Competition Warning: If Amazon dominates a best-seller rank with its own offer, you may decide to avoid that niche.

    • Gap Identification: Conversely, if a product shows "Sold by Amazon" but stock frequently depletes, it may signal an unmet demand you can target.

5.8 Customer Trust & Conversion Products sold by Amazon carry higher perceived reliability—fast Prime shipping, easy returns—which drives conversion rates. Understanding those advantages helps you craft your own Fulfillment and service promises more effectively.

6. How You Can Leverage a List of "Ships From and Sold by Amazon.com" Items in Your Category?

By systematically studying and then strategically out-positioning Amazon's own offers, you can carve out your own profitable foothold—even in categories they stock themselves.

6.1. Actions You Can Take

  • Reverse-Engineer Their Listings Analyze titles, bullet points, A+ content and images to understand Amazon's own product positioning—then match or improve on clarity, benefits, and visuals.

  • Benchmark Pricing & Promotions Track Amazon's current price (including any coupons or "Subscribe & Save" deals) as your pricing floor. Use this to set competitive launch offers or lightning-deal targets.

  • Monitor Inventory & Restock Cycles Note when Amazon runs low or runs out of stock—those windows are prime for you to step in and capture extra Buy-Box share.

  • Emulate Fulfillment Guarantees If Amazon offers Prime Next-Day, ensure your own FBA or Seller-Fulfilled Prime settings match those delivery speeds.

6.2. Key Opportunities

  • White-Label/Private Label Upsells Find niches where Amazon's version is plain—then add value via bundles, accessories, or improved packaging.

  • Niche Editions or Variants If Amazon only stocks the "standard" color or size, introduce unique options (e.g. limited-edition prints, deluxe materials).

  • Enhanced Content & Brand Story Leverage Brand Registry to tell a more compelling story (video, comparison charts) that Amazon's generic listings lack.

  • Review Acceleration With a strong launch strategy (Vine reviews, early-reviewer programs), you can outrank Amazon's offer on social proof.

6.3. What to Watch Out For

  • Margin Compression Amazon's own cost structure often lets it price more aggressively—make sure your landed cost still leaves room after matching.

  • Buy-Box Dominance Amazon frequently wins its own listings; competing on identical SKUs can be a long uphill battle.

  • Inventory Risk Don't overstock just because Amazon is out—its replenishment timing can be unpredictable.

  • Policy & IP Compliance Amazon's private-label products may be patented or trademarked. Verify you're not infringing when you white-label or bundle similar items.

7. Step-by-Step Approach to Reverse-Engineering Amazon's Own Listings

7.1 Gather & Compare Listings

  • Identify your target ASINs "Sold by Amazon" in your category.

  • Use amazonseo.ai's Listing to import in their title, bullets, and descriptiopns side-by-side. This gives you a clean baseline for direct comparison.

7.2 Title Dissection

  • Structure & Length: Note where Amazon places brand, key feature, size, and main keyword (e.g. "Brand X 20 oz Stainless Steel Travel Mug – Leak-Proof, Insulated").

  • Keyword Hierarchy: See which terms appear early for maximum SEO impact.

  • Clarity vs. Brevity: Count words—if Amazon uses 80 characters, you know your sweet spot.

  • How amazonseo.ai helps: Its "Title Optimizer" highlights missing high-volume terms and suggests natural reorderings to boost relevancy without fluff.

7.3 Bullet-Point Breakdown

  • Feature → Benefit: Amazon often starts with the strongest user benefit ("Keeps drinks hot for 12 hrs"), then drills into specs.

  • Formatting & Flow: Look for items like Unicode check-marks, sentence length (typically ≤ 18 words), and emotional triggers ("Perfect for morning commutes").

  • amazonseo.ai's Bullet Booster: Instantly rewrites each point to sharpen benefits, inject top-converting keywords, and ensure consistency in tone.

7.4 A+ Content Mapping

  • Module Types: Banner headline → comparison chart → lifestyle imagery → FAQ footer. Sketch out their page flow.

  • Messaging Pillars: Spot Amazon's one-two punch of proof-points (e.g., lab-tested durability) and social proof snippets.

  • Visual Style: Note background colors, font hierarchy, and iconography.

7.5 Image & Infographic Benchmark

  • Hero Shot: Is it a plain white background or lifestyle scene? What angle sells the product best?

  • Secondary Images: Do they use call-out arrows, text overlays, or comparison-style graphics?

7.6 Synthesize & Iterate

  • Implement your refined title, bullets, A+ modules, and imagery.

  • Track Performance: Use amazonseo.ai's Listing Health Dashboard to watch conversion, keyword ranking, and Buy Box share.

  • A/B Test: Roll out changes in controlled experiments—learn what truly outperforms Amazon's own baseline.

By combining a systematic teardown of Amazon's own SKUs with amazonseo.ai's AI-powered insights at each step, you'll not only replicate Amazon's playbook but—crucially—discover where you can add unique value, differentiate your brand, and capture more market share.