Ask the Collective
The questions independent drinks founders ask most — answered. Distilled from years of community knowledge so the good stuff never disappears in the feed again.
What licensing do I need to sell alcohol direct-to-consumer through third-party platforms like Amazon?
The licensing requirement depends on where your fulfilment happens. If you're selling D2C through third-party platforms like **Amazon**, you typically need a premises licence because the platform treats it as selling directly to the public. However, members have found workarounds: - **Using a bonded warehouse's premises licence** — Several members use a third-party bonded warehouse for fulfilment and leverage their existing premises licence rather than obtaining their own. This is the most common approach. - **Operating from your own licensed premises** — Some members set up D2C fulfilment from a licensed premise they own (which can have a different trading name from your brand). - **Selling from your own website** — Members report that D2C sales via your own website do not require a premise licence, only third-party platform sales. **Important caveat**: Amazon in particular has been strict about this requirement. Members who initially faced rejection were told to persist with appeals, providing all correct information and requesting escalation to a supervisor—it reportedly took 9–10 messages for some to get approval. Keep emphasising that fulfilment is from a licensed premises (either your own or a bonded warehouse's), and you should eventually get through.
How can drinks brands get listed on Amazon without their own premises license?
Getting on Amazon without a personal premises license is difficult but members have found a few workarounds—though none are straightforward. **Key approaches members have used:** - **Get a premises license in your own name** — One member resolved Amazon's rejection of their LCB storage license by applying for a premises license at their flat in their personal name rather than their Ltd Co, and Amazon eventually accepted it. They noted this required convincing the local council (in their case Lambeth) of the business case. - **Use a fulfilment/agency partner** — Members recommend **Rosetta Brands**, which handles Amazon compliance and fulfillment for brands; they offer tiered packages depending on SKU count and marketing spend. At least one member hired an agency to handle the Amazon application but they gave up after 2 months. Other members mention working with agencies but note it's "pay to play" and have shelved the idea as a result. Some members have been offered introductions to other "great" fulfilment companies via direct message that can handle this, though details remain confidential within the group. - **Try persistence and escalation** — One member reported success by resubmitting their application entirely in capital letters and getting approved; another noted that back in 2020, repeated escalation requests to a manager eventually worked. **Important caveats:** - Amazon's acceptance criteria are opaque and inconsistent. Multiple members have had applications rejected despite having valid premises and personal licenses in the correct name, and Amazon has refused to explain why. - Amazon's support is largely automated; you need to be doing £250k+ annually before a human account manager will engage with you. - Several members report their account managers have stopped responding to emails and describe the whole process as "frustrating" and "impossible to speak to anyone." - Even with premises licenses, some members' applications were rejected without clear explanation.
Should drinks brands switch from Amazon Seller to Amazon Vendor account?
The community is mixed on this switch, with several reporting regrets. Here's what members shared: **Key differences:** - **Vendor account** — Amazon owns stock, allows unlimited inventory holding, and grants access to major promotional events (Deals of the Day, Prime Day, Black Friday) in larger quantities than Seller accounts offer via Lightning Deals - **Seller account** — you retain control of inventory and pricing **Margin and fees:** - Vendor accounts involve steep take-rates (members mentioned 30% margin + 14% rebate as a typical example), though members noted Amazon fees can "usually be haggled down" - Some members suggested trying to negotiate margin terms with Amazon **Member feedback:** - Several reported having heard "quite a few examples" of people who moved from Seller to Vendor and regretted it - One member noted "not sure I've ever heard A" (positive experiences) - One member noted they've heard of people moving *from* Vendor back *to* Seller - The consensus leans cautious; most active respondents indicated they haven't made the switch (option C) **Caveats:** - Territory matters—different regions have different considerations - The benefit of promotional access must be weighed against margin loss and loss of direct inventory control
What are the realistic pros and cons of selling spirits and beverages on Amazon?
Amazon makes your brand available to a huge customer base and can offer cheaper shipping than managing your own 3PL, but profitability is challenging and requires significant sustained spend on advertising and promotions. Members have learned hard lessons about the platform's dynamics. **Pros:** - **Wide reach** — puts your brand in front of millions of potential customers automatically - **Shipping economics** — can be cheaper than managing your own third-party logistics for individual orders - **Organic traffic from external brand-building** — members report that investing in consumer awareness outside Amazon (direct marketing, PR, social) drives profitable organic sales *on* Amazon without needing to throw cash at Amazon's own ad platform **Cons:** - **High advertising costs required** — you must spend heavily on Amazon's promotional tools and media to achieve meaningful volume; members report struggling to make Amazon profitable even with ad investment - **Amazon holds all the cards** — the platform controls pricing, visibility, fees, and policies in ways that can surprise you after launch; members describe "some you didn't know existed before you started" - **Very tricky unit economics** — multiple members noted they've never been able to make Amazon profitable and have actually pulled advertising spend entirely - **Brand values misalignment** — Amazon's working practices can clash with independent drinks brands' values **Key strategy:** The one member reporting strong Amazon profitability said their biggest win was **building direct consumer brand awareness away from the platform**, which then organically drove profitable sales on Amazon without relying on Amazon's own ads. This approach also builds a direct customer relationship outside the platform. Members emphasise that Amazon is a big customer for many (hard to ignore) but universally describe it as tricky to make work profitably. Several have formed a discussion group to share learnings and mistakes to avoid.
What are effective strategies to compete with other sellers (like Master of Malt) for the Amazon buy box and maintain control over your product listings?
The buy box typically goes to the lowest-priced seller, but your strategy depends on which Amazon selling model you use. Here's what members have tested: **Selling model choice:** - **Amazon FBA (Fulfillment by Amazon)** — Prioritised by Amazon's algorithm over third-party sellers and gives Prime eligibility. You win the buy box if your price is lowest among FBA sellers. Members report this is the strongest position for controlling your brand and pricing. - **Amazon Vendor** — Gives you automatic buy box control (Amazon handles pricing), but you lose price control and Amazon may push you to match aggressive competitor pricing elsewhere on the web. **Tactics to maintain the buy box at better margins:** - **Price strategically above cost and let competitors match** — Rather than a race to the bottom, raise your price and add a retro (discount/rebate). Master of Malt will typically increase their price to match yours once you stop cutting, and you'll win the buy box again at the higher price point. This works because they want margin too. - **Block resellers via brand exclusivity** — You can apply to be the official seller and prevent anyone else selling your product on Amazon. The downside is Amazon requires a bespoke QR code on every pack sent via their channel, which may cost more than the margin gain. - **Opt out of Amazon's pricing algorithm** — Available but hits your sales rate significantly on Amazon, so members don't recommend it. **Margin reality check:** - If you're selling direct-to-consumer via FBA at RRP minus Amazon fees, that margin should be higher than wholesale to Master of Malt. If not, you're pricing wrong. - Selling to resellers like Master of Malt may actually yield better margin per unit than FBA after accounting for Amazon's fees (fulfillment, referral, advertising), so some members sell both channels. - Amazon only compares pricing on Amazon itself, not across external sites like eBay or your website, so you can maintain RRP elsewhere without triggering repricing. **Key caveat:** Members who've succeeded used FBA plus brand exclusivity (blocking other sellers) to avoid the race to the bottom entirely—this drove them to three #1 bestsellers. However, the QR code enforcement cost needs to pencil out against your margins.
How can drinks brands access Amazon sales and category data for competitor analysis?
Amazon does not directly sell category-level sales data, but members identified several practical routes: - **Amazon's own bestseller lists** — The top 100 bestsellers across all categories are published on Amazon's site and updated every 15 minutes, available free to anyone. - **Amazon Vendor Central** — Sellers gain access to their own sales data (and can track performance metrics) as part of their vendor agreement; Amazon takes a percentage of sales in exchange. - **Helium 10** — Third-party tool that provides sales history and competitor product insights, allowing you to estimate competitor performance. - **Jungle Scout** — Alternative third-party platform offering similar competitor tracking and sales data analysis. Members noted that while these tools can't reveal exact competitor sales figures (Amazon keeps that proprietary), they allow you to reverse-engineer estimates from rankings and review velocity. The paid tools (Helium 10, Jungle Scout) are the primary way to get detailed competitive intelligence beyond the public bestseller lists.
Is selling spirits on Amazon FBA economically viable given fulfilment costs and retail pricing constraints?
Based on member experience, Amazon FBA for spirits is extremely challenging at standard UK retail price points. **The core problem:** fulfilment costs are prohibitive relative to achievable margins. One member reported selling Duppy White at £19.75 RRP, with a £16.45 ex-VAT wholesale cost, but facing £4.75 Amazon FBA fulfilment fees per unit — leaving approximately £0.50 profit per sale. This makes the economics unworkable at typical spirits pricing. Members exploring alternatives: - **Amazon Vendor Central (1P)** — appears to be a different model worth investigating, though members noted standard FBA (3P/Seller Central) doesn't work - **Direct distributor partnerships** — some members work with specialist retailers like **Fine Wine Cellars** rather than Amazon FBA - **Ankor Store** — mentioned as an alternative channel being evaluated by members, though no detailed feedback was shared on viability **Key caveat:** No member in this discussion reported successfully running a profitable spirits FBA operation at standard price points. If pursuing Amazon sales, a direct conversation with an Amazon Vendor Manager (rather than standard FBA) may open different margin structures, though members were still exploring this option at the time of discussion.
Which Amazon agencies deliver strong results and are worth their retainer fees?
Members recommend a handful of agencies with proven track records on Amazon campaigns. **Fine Wine Cellars (FWC)** is mentioned as delivering good results versus investment, with members reporting it's an easy relationship to manage. **This Is Unicorn** has experience managing Amazon advertising campaigns, though one member noted they recently switched away from them to **Wavemaker** and were willing to share more detail separately. Members suggest asking for direct introductions rather than cold outreach—those with positive experiences are happy to facilitate intros. One member also flagged **Big River** as an option worth exploring. Import-based businesses may find their importer already manages Amazon ads as part of their service.
How should Amazon product listings be updated when packaging changes, and should image updates be timed with new stock arrival?
Members recommend adding "packaging may vary" to the SKU name on Amazon listings to manage customer expectations during transitions. For example: "Three Spirit Livener 70cl packaging may vary". On timing image updates with stock: - **If you control the stock** (Vendor Central), timing the image refresh to coincide with new inventory arrival is ideal, but logistically difficult to execute perfectly if Amazon holds inventory. - **If Amazon owns the stock**, trying to synchronize picture updates with physical stock arrival is nearly impossible, so update the listing when ready and let Amazon's stock rotation happen naturally. - The general approach: prioritize having accurate images over perfect timing. If your product photo is already up to date, updating it again is less critical than ensuring the packaging variation is clearly noted in the listing copy.
How can we get Amazon's licensing approval using a warehouse premises licence?
Members confirm that using a warehouse premises licence is a viable route to satisfy Amazon's licensing requirements, though it requires persistence. The process typically involves multiple resubmissions before Amazon accepts the documentation. **Key steps members recommend:** - Upload the **warehouse premises licence** (e.g. from your storage partner) - Include your **personal licence** - Provide your **contract with the warehouse operator** (e.g. Law Distributions) - Submit your **most recent invoice** from the warehouse to prove you actually store stock there - **Keep referencing the earliest case reference number** in all communications to maintain continuity - **Escalate to their manager** and persistently state that all documentation is in place; members report Amazon will eventually give in **Caveats:** Expect this to take considerable time and patience. One member reported needing approximately 40 resubmissions before Law Distributions' premises licence was accepted. Don't give up after initial rejections; persistence and escalation are key.
What should I do if Amazon classifies my non-alcoholic drink product in an alcohol category, requiring an alcohol licence to sell?
Amazon's category system can incorrectly classify non-alcoholic drinks as alcoholic products, which then triggers licensing requirements you may not actually need. Rather than pursuing a full alcohol licence (which HMRC typically won't issue for non-alcoholic products), the recommended approach is to reclassify your product. **Key actions:** - **Reclassify with Amazon** — Push to move your product out of the alcohol category into 'non-alcoholic gifts' or another appropriate category. Members note that Amazon doesn't have a straightforward category for non-alcoholic drinks, but reclassification is simpler than obtaining an alcohol licence. - **Contact Amazon Seller Support** — Be prepared for a slow process; members report Amazon can be difficult to work with on category disputes and it may take months of back-and-forth. **Caveat:** HMRC will not issue an alcohol licence for a non-alcoholic product, so pursuing that route is a dead end. The frustration here is Amazon's category taxonomy, not regulatory requirement.
Why are high-marketing-spend products underperforming on Amazon while lower-RSP products with no marketing spend are gaining traction?
Members have observed a recent shift in Amazon's algorithm where traditionally strong-performing products are slowing despite increased marketing spend, while lower-priced products without marketing support are outperforming. The exact cause remains unclear. **Key observations:** - High-marketing-spend products are underperforming across multiple sellers' catalogues - Lower RSP (retail selling price) products with minimal or no marketing spend are gaining algorithmic favour - Even top historical sellers have slowed down noticeably **Potential strategy if facing MoM (Marketplace Manager/competitor) buy-box pressure:** - **FBA should theoretically win the buy box** if your offer is compliant, so the focus should be on sustainable pricing rather than constant promotional spend - **MoM competitors typically price-match aggressively**, but they also increase their own prices to maintain margin when you stop lowering yours—you can regain the buy box by holding firm at a higher price point - **Selling to MoM as a wholesale partner** may earn better margins than selling via FBA after accounting for Amazon's fees, even if you lose the buy box - Note: If MoM wins the buy box and customers buy from them instead, you still make a sale as a supplier, though you lose direct customer data **Caveat:** The root cause of the algorithm shift is not definitively understood by members; this represents current observations rather than confirmed Amazon policy changes.
Should we sell on Amazon through a third-party marketplace or register directly as a vendor through Amazon's Vendor Central?
Most drinks brands in the UK market use **third-party marketplaces** rather than registering as direct Amazon sellers. Examples include **Whisky Ex**, **Master of Malt**, and **31 Dover**, which handle Amazon sales on behalf of smaller producers, reducing admin burden and mitigating delivery compliance risks. If you want to supply Amazon directly, the route is **Amazon Vendor Central**, where you act as a wholesaler supplying stock to Amazon themselves (who then handle Prime fulfilment). Companies like **Hammonds** use this model. Alternatively, you can **self-fulfil through an Amazon seller account** (FBA), managing your own inventory and delivery. **Key trade-off**: Third-party routes save significant admin and reduce fines risk but mean less direct control; Vendor Central and self-fulfilment require more operational complexity but offer more margin and brand control.
What licensing and compliance requirements apply to selling alcohol on Amazon via 3PL fulfillment, and are there workarounds?
You cannot avoid the premises license requirement for Amazon alcohol sales—it applies whether you sell via 3PL or direct-to-consumer on your own website. However, the standard approach is to use a 3PL partner who already holds a premises license themselves, so the inventory sits under their licensed facility. **Key findings from the community:** - **Premises license is non-negotiable** — there is no workaround; Amazon requires it regardless of your fulfillment model. - **3PL route**: Use a 3PL that specializes in alcohol and already holds a premises license. Their license covers the stock held at their warehouse. - **Fodabox** — confirmed working solution; they handle many alcohol brands for Amazon and have software that integrates so orders flow directly into their warehouse system with no manual intervention. - **Bemakers** — one member is currently onboarding and sent their first shipment, though they note being "guinea pigs" on this (watch for updates). - **Caution**: Not all 3PLs will accept alcohol inventory, even if they hold a license. Several members reported being refused by 3PLs they approached. It's worth contacting multiple specialized operators. **Next step**: Identify 3PLs with existing alcohol brand experience and integrated Amazon connectivity rather than trying to negotiate with generalist fulfillment providers.
How can drinks founders get Amazon customer service to respond when automated systems block account inquiries?
Amazon's customer service has become increasingly automated and difficult to reach. Members report that speaking to a human representative now requires hitting revenue thresholds, though these appear to move as you grow. **Revenue thresholds:** Members mention £250k and £500k annual turnover minimums mentioned by Amazon, though some report the goalposts shift upward once you reach each target. **Tactics that have worked:** - **All-caps application submissions** — One member had repeated rejections until they rewrote their application entirely in capital letters, which was then approved immediately. - **Repeated escalation requests** — Pre-2021, persistence and explicit requests to escalate to a manager eventually got results, though this may be less effective now. **Reality check:** Members are frustrated that despite doing £250k+ and £500k+ pa, they still cannot access a human account manager. The consensus is that Amazon's support infrastructure has degraded significantly and the revenue thresholds appear designed to be a moving target—you may never actually qualify.
What's the correct way to generate barcodes for drinks products?
Members strongly recommend using **GS1** for barcode generation, particularly if you plan to sell through major retail channels like Amazon. **Why GS1 matters:** - GS1 barcodes are internationally recognised and provide a dedicated company prefix for all your products - This is essential for Amazon Brand Registry and prevents rejection issues - Non-GS1 barcodes (including reconditioned/resold codes from other sources) have been rejected by Amazon and other retailers **Alternative option:** - **buybarcodes.co.uk** was mentioned as another source, though members noted problems with non-GS1 codes from similar sites leading to retailer rejections **Key warning:** Several members reported that buying cheaper barcodes from non-GS1 sources resulted in Amazon rejections. Investing in a proper GS1 account upfront prevents costly listing issues later.
What is the typical sales ratio between Amazon and specialty online retailers like Whiskey Exchange?
Members shared mixed ratios depending on their scale and product positioning. Amazon typically dominates online channel sales, but the specific ratio varies: - **Amazon vs Whiskey Exchange (TWE)**: One member reported TWE at approximately 5% of their Amazon sales volume - **Amazon vs broader specialty trade**: Another member noted Amazon is roughly 4–5 times larger than their combined specialty retailer sales **Important caveat**: Members acknowledged difficulty in accurately segmenting and tracking sales data across channels, particularly distinguishing between different specialty retailers. The ratios are heavily dependent on brand size, product positioning, and how effectively you're distributed across specialty channels. One member noted that much of the online volume spike came during lockdown periods. **Commission consideration**: Members also flagged that specialty retailers charge significant commissions (25–35%), which can make smaller volume partnerships unprofitable even with promotional support.
Can new alcohol sellers get approved on Amazon, and what's the process to do so?
Amazon has been rejecting new alcohol seller applications as a matter of policy, but approval is still possible with persistence and the right approach. **Getting approved:** - Multiple applications may be needed—members report submitting 30+ applications with formulaic rejections before success - **Submitting in ALL CAPS** reportedly escalates applications and can trigger approval; one member's application was approved immediately after resubmitting in capitals (reason unclear, but it worked) - Contact Amazon's buying team directly: **Paul Waller** (Head of Buying for 3rd party brands), **Katie Hewitt** (Spirits), or **Victoria Chapman** (Wine) may help escalate **Managed alternative:** - If direct selling is too friction-heavy, **Unified Retail Group** offers a full managed service: they handle stock from their warehouse, paid ads, optimisations, and initial Amazon setup on a monthly retainer with no additional fees. They target 4x ROAS within 3 months and can also expand you into Amazon EU markets. Contact Steven Thompson (Commercial Director) at steven@unifiedretail.com, 01223 967064, or 07855 775654. **Caveats:** Amazon's approval process for alcohol remains opaque and time-consuming. The caps-lock trick may be coincidental rather than causal, but it's reportedly worked. The managed approach shifts operational burden but adds ongoing costs.
How did your brand perform during Amazon Prime Day sales and lightning deals this year?
Members reported mixed results during recent Amazon Prime Day and lightning deal events, with performance varying significantly between brands. Key observations from the community: - **Lightning deals (12-hour promotions)** — One member reported a 55% drop in sales compared to the previous year despite running an identical deal, suggesting potential market saturation or changed consumer behaviour on the platform. - **Pricing paradox** — Another member found they sold less volume at a discounted 20% price point than they normally do at full price, questioning whether deep discounting is effective during these events. - **Newer entrants performed better** — A brand new to Amazon in the previous year saw a "massive spike" during Prime Day, suggesting potential advantage for fresh listings or increased category visibility during the event. **Caveat:** The sample size is small and results appear highly category and brand-dependent. Members should test carefully rather than assuming Prime Day performance will match or exceed previous years.
What are the typical sales volume ratios between Amazon and traditional/speciality wholesale channels?
Amazon consistently outperforms speciality and traditional wholesale (TWE) channels by a significant margin. Members report Amazon generating approximately **4–5 times the sales volume** of combined speciality and traditional wholesale distribution. This pattern appears consistent across multiple businesses in the community. Key observations: - **Amazon vs. Speciality/Traditional Wholesale**: Multiple members confirm a 4:1 to 5:1 ratio of Amazon sales to speciality and traditional wholesale combined - **Commission structures on speciality platforms** (e.g., NOTHS) typically run **25% standard commission**, with promotional campaigns pushing this to **35%** — which members noted can become loss-making despite generating attractive volumes - Members report that negotiating commissions on smaller volumes has limited success
Should a premium indie spirit brand (£55+ price point) sell through Amazon at the early growth stage, and how does it affect pricing with other retailers?
The community consensus is to **delay Amazon entry** until you've established price floor with premium retailers first. Amazon's vendor model can undercut your positioning and lock you into a lower price point across all channels. **Strategy:** Build distribution through higher-margin channels before Amazon: - **The Wine Emporium (TWE)** — recommended as a first-tier premium retailer; members report being stocked in their stores - **Hedonism Wines** — another high-end retailer to secure placement with early - **MOM (Majestic/other premium lists)** — establish relationships here to set baseline pricing - **Hard to Find Whiskies (Birmingham)** — independent premium retailer praised for quality customer base **If/when you do Amazon:** - Research competitor brands at your price point to see how they're positioned - **Own your own listing** rather than letting third-party sellers list you (which erodes control) - Consider **creating exclusive SKUs for independent retailers** and explicitly excluding those from Amazon to preserve differentiation - Be aware that if Amazon acts as a vendor, they can and will crash your price if sales don't meet their targets—and that floor price then becomes your negotiating position with all other retailers **Key caveat:** Members flagged that "lots of indies complain about Amazon pricing," suggesting it's a common pain point. The timing of entry matters more than the entry itself; establish your brand and retail relationships first, then you have leverage.
What are effective strategies for building Amazon reviews and boosting seller ratings?
Building Amazon reviews requires a mix of legitimate tactics that avoid Amazon's penalties for suspicious activity. Members stressed avoiding schemes like paying friends or family to buy and leave reviews, as Amazon actively flags and penalises this behaviour. The recommended approaches are: - **Amazon Vine** — a program for building verified reviews from trusted reviewers - **Seeding product to creators** — send products to relevant content creators and ask them to leave reviews - **Enhanced listing optimisation** — use strong keywords, phrases, and A+ content formatting to improve visibility and conversion - **Storefronts** — create branded storefronts to showcase your range - **Amazon Ads** — run paid advertising to drive traffic and increase organic review volume - **Video content** — build out five-star reviews paired with video testimonials Caveats: Members warned against paying customers (even indirectly via "a few quid" schemes) to leave reviews, as Amazon's systems detect this and can result in penalties. The focus should be on legitimate volume-driving tactics (ads, influencer seeding, optimised listings) that naturally increase review counts.
What are the specific fees and margin impacts of selling drinks via Amazon FBA (Fulfilled By Amazon)?
Amazon FBA involves two main fee categories that collectively reduce margins significantly: - **Referral fee**: 10–15% of selling price, depending on product category - **Shipping/fulfilment fee**: Approximately 10% of selling price, dependent on item size and weight Members should expect these two fees to combine for a substantial margin reduction when calculating profitability on Amazon FBA sales. The exact referral fee percentage varies by category, so it's worth checking your specific product classification on Amazon's fee schedule. Shipping fees are particularly sensitive to package dimensions and weight, so optimising packaging can help reduce costs.
What do members actually experience with Amazon marketing agencies, and how much ad spend is typically needed to drive meaningful traffic?
Members report that Amazon marketing agencies are only effective if you have significant ad budget behind them—organic traffic doesn't materialise simply by listing on the platform. Ad spend is the most significant factor in driving sales. **Agencies members have used:** - **E-works** — reported to have delivered some success. - **Mercatus Agency** — members have had success and can make introductions. - **Rosetta** — achieved ranking (Kin Vodka to #1 in flavoured vodka category), but requires sustained spend of £2k+ per month to be competitive. **Key findings:** - One wholesaler approached members offering to add 11% markup on wholesale price but stalled after initial sales dried up, then pushed paid ad packages. - Members warn that competing against yourself is a real problem if multiple retailers stock your product on Amazon. - Without the budget to compete with major brands, members describe the effort as ineffective for smaller drinks brands. - **Realistic spend threshold:** £2k+/month appears to be the minimum to achieve meaningful rankings in competitive categories like vodka. **Caveat:** For gin brands and smaller producers, the consensus is sceptical—Amazon paid advertising may not deliver ROI unless you can sustain high monthly ad spend. Members emphasise that agency quality matters far less than the budget you allocate to them.
What is the most cost-effective approach to setting up and managing sales on Amazon Australia?
Members report that Amazon Australia represents a growing opportunity, with online sales now around 14% of the channel mix and increasing steadily, particularly given Australia's high urbanization and consumer preference for convenience. However, the market opportunity varies significantly by category and brand positioning. **Setup and Implementation:** - Members have received quotes around **£1,500** for Amazon Australia setup, though alternatives may exist - The setup process typically requires specific skillsets; members recommend connecting within the Kindred network to find people with Australia e-commerce experience rather than outsourcing to generic agencies - **Amber Beverage** was mentioned as an established importer in Australia handling spirits/liqueurs on the channel **Key Considerations:** - Market size varies by category—while online is growing fast, some importers report it remains a smaller opportunity relative to other channels, so evaluate fit before investing heavily - Strong local representation and category-specific expertise matter; importers who aren't set up for e-commerce may underestimate the channel's potential - Members suggest validating opportunity size with your specific Australian importer or distributor before committing resources The community consensus is that Amazon Australia is worth monitoring and gradual setup, but not as an urgent priority for all brands. Connect with fellow Kindreds who have boots on the ground in Australia before making investment decisions.
What do brands need to know about using Amazon sales setup services, and what are the typical costs and margins?
Members have raised concerns about Amazon setup services, particularly around margin pressure and value for money. One member noted that **Rosetta Brands** operates a value chain that feels "brutal" from a margin perspective, suggesting margins are tight if you work with them. The community is cautious about third-party Amazon setup agencies in general—members describe needing to carefully evaluate whether the service fee is worth the actual profit you'll retain. A member mentioned they're exploring a call with an agency described as "the most affordable" they know, though the same contact noted that agency isn't particularly "bullish on ads" and is positioned as a reasonable starting point rather than an optimised solution. No specific pricing figures were shared in the discussion, but the underlying concern is clear: Amazon margin compression is real, and setup service fees can eat significantly into already-thin e-commerce margins.
What packaging approach should we use for single bottles sold on Amazon?
Members selling 70cl bottles on Amazon recommend using a **sleeve and cardboard box** combination, with the barcode printed on the outer cardboard box. This approach significantly reduces breakages during transit—a critical concern for glass bottles in single-unit orders. **Packaging method:** - **Sleeve + cardboard box** — protects bottles from damage in the post; barcode printed on the outer box for Amazon compliance **Cost consideration:** - Members note that cardboard costs have risen 65%, making this a significant ongoing expense to factor into unit economics and Amazon pricing.
How can drinks brands set up Amazon FBA selling from EU stock locations like Amsterdam?
Members have experience selling on Amazon EU via third-party logistics providers holding stock in Amsterdam. However, the community experience highlights important differences in service quality. **Provider feedback:** - **Anker** — Members who used them report they are effective at getting stock into the Netherlands, but several warned against them: they operate a lot of grey-market inventory and lack a brand-building team. One member compared this unfavourably to working with Hammonds in the UK. **How to proceed:** Members with direct experience are willing to share contacts privately for FBA setup partners. The recommendation is to ask for personal introductions to vetted providers rather than approach unknown logistics firms, as brand control and positioning matter significantly when selling on Amazon EU.
Who are the recommended Amazon experts and agencies for drinks brands?
Members recommend **Chris Panduro** as a freelance Amazon expert offering good value for drinks brands. He has worked with established brands in the space including Nix & Kix. Contact: Chris.taby@gmail.com This is the primary recommendation that emerged from member experience in the community.
What ROI and performance metrics should drinks brands expect from Amazon advertising and sponsored products?
Amazon advertising ROI varies significantly by category, competition, reviews, pricing and listing quality. One member in the skincare space (a comparable premium, branded category) reported **15–20% ACOS** (Advertising Cost of Sale) and **4.5 ROAS** (Return on Ad Spend), achieved with optimised keywords, imagery and listing quality. Members emphasise that success depends heavily on listing fundamentals: well-optimised keywords, strong imagery, competitive pricing, and existing reviews all influence performance. The consensus is that ROI is achievable but not automatic—strong foundational listing work is as important as ad spend itself. No specific data on drinks-category performance was shared, so benchmarks from other premium categories like skincare should be treated as indicative rather than typical for spirits or beverages.
What services or freelancers can help manage and optimise Amazon seller accounts for drinks brands?
Members have faced challenges managing Amazon accounts and recommend sourcing dedicated support. The specific recommendation that emerged is: - **Oak and Still** (luke@oakandstill.co.uk) — member indicated they may be able to help with Amazon account management and offered to arrange a catch-up Members also noted that when seeking freelance support, key requirements typically include stock management, running ads, optimising product pages, and raising issues with Amazon as they arise. One member mentioned they had a strong recommendation to share directly (via DM), indicating there are trusted freelancers within the community network. **Caveat:** The discussion shows this is an active pain point for several members, suggesting demand exceeds readily available solutions. It may be worth asking in the Kindred group directly if you need a recommendation, as some members hold contacts they're willing to share privately.
Is Amazon Vendor Central (1st party selling) worth pursuing, and what are the pros and cons?
Amazon Vendor Central, also known as 1st party selling, is generally considered worth pursuing. Here's what members reported: **Advantages:** - No stock issues — Amazon holds inventory - Access to promotional opportunities including Deal of the Day participation - Possibility of having a dedicated UK-based vendor manager (buyer) to discuss promotions and joint business plans **Disadvantages:** - Amazon may use pricing power to compress your margins — members warned they "might price gouge you for the privilege" Members recommended treating a Vendor Central email as a positive signal and exploring the opportunity, while being prepared to negotiate firmly on commercial terms.
What are effective strategies for running sponsored ads on Amazon, and should one hire external consultants?
Members recommend hiring an Amazon expert consultant rather than managing campaigns in-house, unless you have significant prior experience. **Nom Com** is the recommended agency—several brands including Boatyard Gin, Seven Tails, and Avellen use them, and members have offered introductions to their contacts there. The consensus is that Amazon advertising expertise is specialist enough to warrant external support.
How can manufacturers fix stock visibility and fulfillment delays on Amazon seller accounts?
Stock visibility and fulfillment delays on Amazon are a widespread issue affecting multiple sellers. Members report stock taking weeks or months to appear on seller pages, and experiencing significant losses to logistics partners (one member cited £2.5k in unaccounted stock via UPS). **Key recommendation:** - **Change your delivery/logistics supplier** — One member reported major improvements after switching away from their existing delivery partner. This suggests the delay may be at the carrier/fulfillment stage rather than Amazon's system itself. Members recommend reaching out directly to others who have solved this (contact via DM for specific supplier recommendations). **Caveat:** Members acknowledge this is a widespread frustration affecting "everyone" on the platform, suggesting systemic challenges with Amazon's fulfillment network that may not have a universal fix. Stock loss to carriers during transit is a real risk factor.
What's the process for getting Amazon product listings reinstated after brands are delisted from the platform?
When multiple listings are removed from Amazon, members recommend working with specialist consultants who have direct relationships with Amazon's account teams. The community has used the following contacts for reinstatement support: - **Amersify** — recommended as an Amazon specialist for delisting recovery - **Acorn-i** — another specialist option mentioned for this issue - **Tim Davies** — available for ad-hoc Amazon advisory work No specific process steps or appeal documentation requirements were detailed in the discussion. Members' experience suggests that having a dedicated Amazon specialist contact the platform directly (rather than attempting self-service appeals) is the typical route.
What are the margins, costs, FBA strategy and timeline for launching a spirit on Amazon?
Members recommend working with a specialist agency rather than attempting Amazon setup independently. **Hague** (a Kindred Collective member) comes highly recommended for Amazon spirits launches and has delivered strong results for members who've used them. Reach out via direct message to discuss your specific margins, FBA strategy, costs and timeline questions—they can provide tailored guidance based on your product and business model. The community indicates this is specialist knowledge worth outsourcing to experienced operators rather than learning by trial and error.
Where can we find reliable, cost-effective Amazon marketing and operations support?
Members report frustration with expensive, underperforming generic Amazon support services (typically £500–750/month) that deliver little beyond routine reporting that doesn't correlate with actual sales performance. **Recommended alternatives:** - **Chris Panduro from Nix and Kix** — mentioned as a recommended contact for Amazon marketing support; one member reached out directly - **An unnamed cost-effective provider** — one member reported having found a company delivering better results at lower cost than Acorn-i, and offered to introduce other members (introductions handled via private DM) **Key concern:** Members warned that ACOS reduction alone is not a meaningful metric if sales are declining month-on-month. Look for partners who can explain the relationship between marketing spend, profitability, and actual revenue growth rather than focusing on vanity metrics.
What licensing requirements apply when selling alcoholic beverages on Amazon without a physical premises?
You cannot sell alcohol on Amazon as a direct registered seller without holding both a personal licence and a premises licence. Since most members do not operate from a licensed premises, the standard route is to sell through an existing licensed retailer who acts as the intermediary seller. **Third-party seller approach (most common):** - **Specialty Drinks** — established third-party seller that members use to list their products on Amazon - **Whisky Exchange** — handles Amazon listings and sales for member brands - **Master of Malt** — another established licensed retailer selling member products on Amazon - **31 Dover** — licensed retailer offering Amazon fulfilment - **Spirit Cartel** — operates a dedicated shop on Amazon for member brands **Alternative:** - **Amazon direct purchasing** — Amazon itself may buy stock and sell it directly through their own account (e.g. for Prime eligibility), which removes the licensing burden from you as the brand owner **Key caveat:** Members asked about fulfilment partners with bonded storage for e-commerce, but no specific recommendations emerged in the discussion. This may require separate inquiry with the third-party retailers above about their bonded warehouse capabilities.