Marketplaces | SE Audits

Are you planning to sell on Amazon or Bol.com? On this page you will find all the steps you need to take to make a successful start. From setting up your registration to making your first sale, you will learn everything you need to know here. If you are already familiar with selling on Amazon or bol.com and you want to increase your sales, you will also find useful tips and strategies to improve your results. But before we go into the details, let’s first take a look at why more and more companies choose to sell their products on these platforms.

Selling on Bol.com of Amazon? 

The difference between Amazon and bol.com Selling

Bol.com is a little different. Bol.com doesn’t offer a Vendor option like Amazon. Here you always sell as a Seller, directly to customers through the Partner Platform. However, bol.com does offer convenient logistics options: if you want, you can leave the shipping and customer service to them via their Logistics via bol.com (LVB) service. This makes the platform attractive if, for example, you’d rather focus on expanding your product range and less on day-to-day operations such as shipping.

So which one is a better fit for you? If you want full control and want to manage your prices and inventory yourself, Amazon Seller or bol.com Partner is a good option. If you want someone else to take on those tasks, you can consider becoming a Vendor on Amazon, or using bol.com’s logistics options.

What does a product page look like on Amazon and Bol.com? 

On Amazon, a product page usually includes a clear title, images, pricing information, customer reviews, and a detailed product description. You may also see sponsored products and recommendations. See an example on the Amazon Productpage.

Bol.com offers similar elements on their product pages, with clear product information, images, pricing, and customer reviews. You can find an example on the Bol.com Productpage

What is the Buy Box on Amazon?

Another important aspect of selling on Amazon is the Buy Box. This is the button that customers see to immediately buy a product or add it to their shopping cart. If multiple sellers offer the same product, Amazon determines who wins the Buy Box, which means that your product will be sold first. This is often a competitive battle, with factors such as price, customer satisfaction, and delivery times playing a role. Only sellers with an excellent reputation and good conditions are eligible for the Buy Box.

At bol.com, this works a little differently. Bol.com does not have a similar system, because customers usually buy products directly from one seller. This means that you have less competition on your own product page, but it is still important to offer the best conditions to attract customers.

Which one is best for you?

If you are hesitating between Amazon and bol.com, it is good to think about what your priorities are. Are you looking for a platform where you can grow internationally? Then Amazon is probably the better option, because they are active worldwide. Do you prefer a local platform with a large, loyal customer base in the Netherlands and Belgium? Then bol.com might be more suitable.

The good news is that you do not have to choose between the two. Many companies start on both platforms and adjust their strategy per platform.

Is selling on a marketplace something for you? 

Before you start, it is important to determine whether Amazon and bol.com fit your products and business strategy. Think about the type of product, the competition and the costs. Some product categories do better than others, so see if your assortment is suitable for these platforms. Also check if there are restrictions, such as on certain product groups at Amazon.

As for competition: on Amazon it can be international, while at bol.com it often concerns local sellers. Look at similar products to see how saturated the market is and whether you can distinguish yourself.

In addition, both platforms involve sales and logistics costs. Amazon charges commissions between 6% and 15%, bol.com between 5% and 25%, depending on the category. Advertising costs and costs for outsourcing logistics (such as Fulfilment by Amazon or Logistics via bol.com) can also affect your margins.

Use the tools of Amazon Seller Central and the bol.com Partner Platform to evaluate whether selling via these platforms is suitable for your business.

Getting started with selling on Amazon and Bol.com

Now that you’ve decided to start selling on Amazon or bol.com (or maybe both), the next step is to actually set up your account and add your products. This can seem a bit overwhelming at first, but by taking it step by step and having the right information ready, you can get started quickly.

1. Register as a seller

On both Amazon and bol.com, the first step is to create a seller account. This is a relatively simple process, but you will need a few things to make it run smoothly:

• Company information (e.g. Chamber of Commerce number)
• Bank account for payments
• Proof of identity of the owner or administrators
• VAT number if applicable

For Amazon, go to Amazon Seller Central to create your account. You can choose between an individual account or a professional account, depending on how many products you expect to sell.

On bol.com, you can register via thebol.com Partnerprogram. Here too, you fill in your company details, and once approved, you will be given access to the Partner Platform, where you can add and manage your products.

2. Add product information

Once you’re registered, it’s time to add your products. This is a crucial step, because the way you present your products can make a huge difference in how well they sell. Here are some tips for both Amazon and bol.com:

• Provide complete and accurate product information: Fill in all the fields relevant to your product, including the product title, description, specifications, price, and inventory.
• Optimize your product title and description for keywords: Customers use search terms to find products, so make sure you include the right keywords in your title and description without overloading them.
• High-quality images: Good product photos are essential. Amazon allows you to upload multiple images, so use different angles and show off your product clearly. The same goes for bol.com: photos can make the difference between a sale or a customer looking elsewhere.

  Both Amazon and bol.com offer detailed guides on how to best present your products. You can find extensive tutorials on Amazon Seller Central , while bol.com offers many tips on the ideal product listing within their Partner Platform.

3. Documents and conditions

For some products or categories, you must submit specific documents, such as certifications or import documents. Check in advance whether this applies to your product. In addition, it is important to be well informed about the sales conditions of both Amazon and bol.com to avoid problems. Make sure you comply with the rules regarding VAT, return policy and customer service.

The launch of your first Product

Launching your first product is an exciting moment, but it also requires a well-thought-out approach. Here are some steps you can take to make a successful start on both Amazon and bol.com.

Ensure a strong product launch

One of the most important things you can do when launching a new product is to ensure that you are immediately visible to your target audience. You can do this by using marketing campaigns that help you rise above the competition.

• Amazon Advertising: Amazon offers various advertising options, including Sponsored Products and Sponsored Brands, which allow you to prominently display products in relevant searches. Make sure you use these wisely, especially in the early stages when you have few reviews and customers are not yet familiar with your product.
• Bol.com Marketing Tools: Bol.com also offers various marketing options, such as sponsored products and the use of promotions via their platform. You can give your products extra visibility by using these tools, especially during peak periods such as holidays or special sales days.

Monitor your performance

After launch, it’s important to regularly monitor your performance. Both Amazon and bol.com offer detailed analytics that allow you to track how your products are performing. Pay attention to metrics such as:

• Click-through rate (CTR): How often do people click on your product after seeing it in search results?
• Conversion rate: How many of those clicks ultimately result in a sale?
• Product reviews: Positive customer reviews can significantly boost your sales, while negative reviews can actually hurt them. So encourage customers to leave a review.

By regularly reviewing your numbers and making adjustments where necessary (such as improving your product description or lowering the price), you can continuously optimize your sales strategy.

Keep improving consistently

Selling successfully on Amazon and bol.com isn’t something that happens overnight. It requires consistency and continuous optimization. For example, try out different prices, see which ads work best, and keep improving your product pages. It’s also a good idea to stay up to date with the latest trends and updates within both platforms, so you always stay ahead of the game.

Now that you have an overview of the most important steps to start selling on Amazon and bol.com, it’s time to take the next step. Setting up your accounts, adding products and launching your first product can be a challenge, but with the right approach you can quickly reap the rewards.

Advertising on marketplaces

Do you need help advertising on marketplaces? Since the rise of Amazon in our neighboring countries Germany & France in 2019, we also focus on Marketplaces. We specialize in Amazon & bol.com, but we search for all relevant Marketplaces for each customer, so that we can achieve the best result. We start at the beginning (the feed) and end with pure performance marketing (on platforms where possible) and everything in between. Discover how we can help you increase your online visibility and grow your sales.

Onafhankelijke Audits

Why Advertise on Bol.com and Amazon?

Bol.com and Amazon attract millions of monthly visitors, which means that advertising on these platforms can greatly increase your reach and boost your sales. Both platforms offer various advertising options that help to highlight your products.

Advertising on Bol.com and Amazon offers an excellent opportunity for companies that want to promote their products on the largest e-commerce platforms in the Netherlands, Belgium, and the rest of the world. At Enabling Online Growth, we ensure that your advertisements perform optimally, so that your products are visible to the right target group at the right time.

Amazon

• Campaign Management: We help you set up and manage effective advertising campaigns on Amazon, fully tailored to your goals and budget.

  Amazon PPC Optimization: With Amazon PPC (pay-per-click) campaigns, we ensure that your products are visible via Sponsored Products, Sponsored Brands and Sponsored Display ads. We develop strategies to maximize the visibility and click-through rate of your ads.

  Market Analysis and Competitor Research: We follow the latest market trends and analyze the competition to ensure that your ads perform optimally. This allows us to continuously improve your campaigns.

  Product Page Optimization: A well-optimized product page is essential for success on Amazon. We help you improve product descriptions, images and other content to increase findability and conversion rates.

Independent audits

We start with an in-depth conversation to understand your goals, current strategies and biggest challenges. This forms the basis for a focused and effective audit.

Volledige Implementatie

Comprehensive Campaign Analysis

• The structure of your campaigns and ads
• The effectiveness of your targeting and segmentation
• The quality and relevance of your ad copy and visuals
• The performance of your bidding strategies and budget allocation
• Historical data and trends to identify seasonal influences and other variables

Detailed Audit Report
After the analysis, you will receive a detailed report with:

• An overview of current performance and identification of inefficiencies
• Concrete recommendations for improvement per category
• Practical advice for optimizing your campaign structure, targeting, and bidding strategies
• Advice on new opportunities and market trends that you can take advantage of

Follow-up and Implementation
After the audit, we are ready to support you in implementing the recommendations. Whether you choose self-management or further guidance from our experts.