Overview

In spring 2024, Christoph Hacker, a senior executive at a major industrial conglomerate, was tasked with moving the entire product line onto Amazon. The goal is to create a direct‑to‑consumer channel alongside the traditional B2B network, opening new revenue streams. Sellers should watch this development because it signals that even large‑scale manufacturers view Amazon as a core sales platform.

Key Points

• Brand Registry enrollment — The company must register each of its established trademarks in Amazon’s Brand Registry to protect against counterfeit listings; for example, the “TurboTech” brand for high‑pressure pumps is being added to the registry.
• SKU migration scale — Over 5,000 stock‑keeping units are extracted from the internal ERP system and uploaded to Seller Central, with every SKU accompanied by comprehensive technical specifications and high‑resolution images.
• Hybrid fulfillment model — Small consumables such as fasteners are fulfilled through Fulfillment by Amazon (FBA), while heavy machinery like industrial pumps are shipped from the firm’s own distribution centers to keep freight costs in check.
• Dynamic pricing strategy — Automated repricing software continuously adjusts prices in both B2B and B2C segments, ensuring competitiveness without eroding profit margins.
• Dedicated customer‑service unit — A specialized support team is being trained to answer technical Amazon buyer inquiries within a 24‑hour window, covering topics from installation to warranty claims.
• Compliance verification — All product detail pages are reviewed against Amazon’s hazardous‑material and electrical‑equipment policies to prevent listing suspensions or account penalties.

How the Amazon Integration Works

1. Data extraction and formatting — The ERP system exports each product’s identifier, specifications, and image assets into a CSV file. For instance, the industrial motor model “X200” is exported with ten high‑resolution photos and a 500‑word technical description.
2. Listing generation with Helium 10 — Helium 10 utilities ingest the CSV, automatically create Amazon listings, and enrich titles and bullet points with SEO‑optimized keywords. An example keyword insertion is “industrial hydraulic pump,” which is added to the title of the relevant pump listings.