How to Succeed on Amazon as a Jewelry Seller

How to Succeed on Amazon as a Jewelry Seller

Jewelry has consistently been one of the most profitable niches over the years, triumphing through recessions and pandemics and never losing its luster. And it looks like the jewelry craze isn’t going to stop any time soon.

One way to boost your jewelry sales as a retailer is to use online marketplaces – online platforms that attract a diverse clientele by offering a variety of products in multiple categories. The most popular, wide-reaching, and profitable marketplace currently is Amazon. With specialized categories and country-specific platforms (e.g. .com, .jp, .uk, etc.), Amazon is one basket you want to place some of your eggs in.

Succeeding in this marketplace, however, requires more than quality products. Here are a few points that explain how to sell jewelry on Amazon effectively. 

     1.  Choosing the jewelry 

• Amazon is best suited for large, designer brands with more generic or classic jewelry styles. This marketplace’s customers are not experts in jewelry products, making it hard to sell high-ticket items. Affordability is definitely a concern on this platform, so make sure you price your products accordingly.
  
  
• Selling jewelry on Amazon is effective in multiple price ranges: it combines low-ticket fashion jewelry below $100, fine jewelry up to $800, and high-ticket items above $10,000. Less obviously, there is a strong segment of unique jewelry reaching up to the $100,000 tag. The latest is the effect of a dedicated client base’s ultimate trust in the platform.

• Amazon is a long-term game with serious investments in your jewelry listings. It is also a game of numbers, with sales history heavily impacting its location in search results. Make sure you can always get jewelry back into stock, and keep one-of-a-kind items for other sales channels that match this type of jewelry better. 

• Store branding is extremely important. To protect your brand, you may apply under Amazon’s brand registry and have exclusive rights over your brand identity, meaning no one can steal it. But even so, because of the cutthroat competition (including some from Amazon itself), it is best to start with items in less populated categories such as pendants, necklaces, bracelets, and earrings. Popular categories, like engagement rings or wedding bands, tend to have expert sellers with an established customer base, making it harder to compete.
  
  
• Amazon is also a highly controlled platform, particularly when it comes to selling jewelry. Both you, as a seller, and your products need to meet specific requirements to do so. For example, you cannot sell clarity-treated diamonds. You must provide a Gemology certificate from one of the four most globally recognized institutions when selling jewelry or loose gemstones with 0.75 and above carat points.

     2.  Product Listing

Your jewelry Amazon listing includes several main parts: title, photos, featured content (bullets), attributes, and description. To give yourself the best chance of standing out, all these areas should be optimized.

• Your jewelry title can include up to 200 characters. We recommend you use them all and provide not only your product’s name (based on the 2 most popular keywords that are relevant to it) but also its most important benefits (UVP – unique value proposition) along with your brand name.

• Under the features section, points like metal/stone type, karats, cut, certification, etc. should be included. These can be listed briefly as bullet points. The description would be an elaboration of the features, kept at 2000 characters or under. Make sure to use relevant keywords, short sentences, and relatable language for this one. Storytelling would also help.

• When it comes to your visuals, be they pictures or videos (both are better), they should definitely be of good quality (aka high definition). Customers want to zoom into pictures for additional details, so ensure they are at least 1000 pixels wide and 500 pixels high. Video of your jewelry is quite expected, too. 

• Your main image is the most important one to focus on. It should be clear, with the product taking up around 85% of the space, no text, white background, and no other products on there. Amazon has very specific rules regarding their pictures, but we also have a few best practices we can recommend. Make sure you check out our previous blog on how to use photos on marketplaces.

• Image quality and quantity are important when selling jewelry on Amazon. Amazon is less likely to display jewelry with a low image count. The images do not necessarily have to be of the jewelry itself but one of the jewelry boxes, certificates or appraisals, and infographics. There is a lot of room for increasing the count quickly, especially using jewelry eCommerce software tailored for selling jewelry on marketplaces. 

     3.  Logistics

Being quite lightweight, jewelry is an easy and cheap product to ship. Nevertheless, fees can add up, and with more customers wanting their products quickly, it’s important to plan this part out properly.

• One of the biggest issues sellers face is running out of stock. This can negatively affect your rating as a seller and your product rating. So keep an eye on your KPIs, primarily your sales velocity and reorder point. This is particularly important during holidays and special occasions like Black Friday. Jewelry is a seasonal business, with sales widely influenced by trends (e.g., wedding seasons, etc.). Your stock planning should take all of these into account.
  
  
• 80% of jewelry sold on Amazon is from FBA—Fulfillment By Amazon. This option allows sellers to send jewelry to Amazon and give Amazon shipping and handling rights so they don’t have to worry about it. Amazon would store, pack, and ship your products for you. It is definitely a convenient option to consider as well, while it becomes a must-have for lower-ticket items because logistics plays a crucial role in selling fashion jewelry on Amazon. 
  
  

Valigara, a top jewelry eCommerce management software, helps you manage your jewelry inventory and avoid stock replenishing delays. It will also help keep your inventory organized,  automate purchasing, manage orders and logistics with only a few clicks, and update your listings on all platforms quickly, including your Amazon product listings.  

     4.  Marketing