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How to Sell on Amazon From Alibaba - the Ultimate Guide

Updated: Apr 29

Imagine you've discovered a unique product on Alibaba that perfectly fits a gap in the Amazon market. You're on the brink of tapping into a profitable venture, but managing the shift from Alibaba sourcing to Amazon selling is no small feat.

This guide is crafted to lead you through this complex path, ensuring you make informed decisions from product selection to supplier vetting. You'll learn the secrets to optimizing your listings and the intricacies of logistics and pricing strategies.

But before you leap into this lucrative endeavor, it's vital to understand the risks and rewards awaiting you. Here's where you'll find the insights to not just start, but to thrive.

Alibaba homepage

When sourcing products for Amazon, you'll often find Alibaba at the forefront, offering a never-ending list of competitively priced goods from mainly Chinese manufacturers.

Understanding Alibaba goes beyond its complexities beyond attractive pricing. It involves a strategic approach to selecting manufacturers that align with your business values and quality expectations. As you explore this marketplace, it's critical to take into account the quality control measures and the potential risks involved.

Sourcing products from Alibaba requires a keen eye for detail. You'll need to vet manufacturers thoroughly, ensuring they have a track record of reliability and quality. 

This means you have to look thoroughly into:

  • their history - how many customers they had, how big orders they fulfilled 

  • customer feedback - what do previous customers think about them

  • certifications that attest to their standards - depending on your product, a supplier has to own several certifications that guarantee specific standards are upheld while manufacturing

Quality control must be a pivotal aspect of your strategy, as it directly impacts your brand's reputation on Amazon.

Alibaba Quality Control

Furthermore, being aware of the risks involved in sourcing from Alibaba, such as fraud and counterfeit goods, is essential. Developing a strategy to mitigate these risks (aside from conducting the due diligence mentioned above) includes:

  • Utilizing Alibaba’s Verification Process - Alibaba offers various levels of supplier verification (such as Gold Supplier status), which includes on-site checks and company verification. Prioritize suppliers that have undergone these processes to reduce the risk of fraud.

  • Requesting Samples - Always request product samples from several suppliers before placing an order. This allows you to verify the quality of the product firsthand, ensure it meets your standards and expectations, and compare the offerings directly. 

  • Using Secure Payment Methods - Always use Alibaba’s Secure Payment services to protect your transactions. This service holds your payment until you confirm receipt and satisfaction of your order, offering an additional layer of security.

  • Using Trade Assurance - Alibaba’s Trade Assurance program provides protection in terms of on-time shipment and product quality. If the supplier does not meet the terms of the contract, you may be eligible for a refund.

  • Frequent communication - Maintain open lines of communication with your supplier. Clear, detailed discussions about product specifications, expectations, and timelines can prevent misunderstandings and ensure you get exactly what you ordered.

By adopting a strategic approach to sourcing, you'll navigate Alibaba's complexities and build a foundation for success on Amazon.

Selecting Your Next Winning Product

Sourcing from Alibaba offers a treasure trove of opportunities for your Amazon store, but the key to success is selecting the right products. As you dive into this expansive marketplace, aim for choices that meet market demand and elevate your store with their quality and uniqueness.

1. Conduct Market Research:

  • Identify High-Demand Categories: Start by exploring categories known for their demand, such as electronics, health and beauty, home and garden, and fitness equipment. Use Amazon’s Best Sellers list as a starting point to understand current consumer trends.

  • Analyze Market Gaps: Look for gaps in the market where customer needs are not fully met by existing products. Reading customer reviews in your target categories can highlight pain points that your products could solve.

  • Evaluate the Competition: Assess the level of competition within these high-demand categories. Tools like Jungle Scout or Helium 10 can provide insights into how saturated the market is, helping you to identify niches with less competition.

2. Assess Product Viability:

  • Consider Profit Margins: Factor in all costs, including product cost, shipping, Amazon fees, and any customization or branding expenses. This will help you determine if a product can be priced competitively while still offering a good profit margin.

  • Calculate Shipping Costs and Times: Given the international sourcing, shipping costs and times are critical. Opt for lightweight and compact products to reduce shipping costs, and consider their impact on delivery times.

  • Check for Quality and Uniqueness: Select products that stand out for their quality or offer something unique that isn’t readily available on Amazon. This could be a unique design, superior functionality, or customization options that appeal to a specific audience.

You can utilize this neat table we made for a product’s financial viability: 



Cost Subtotals


Sale Price

Enter sale price

Manufacturer cost

Cost from your supplier.


Enter freight per unit to your warehouse, not to FBA.

Duties Rate

Enter import duties and taxes per unit.

Warehouse storage, receiving, out fees

Enter your warehouse fees, not FBA warehouse fees.

Landed cost before shipping to FBA


Total Profit

Total profit per unit sold.

Total Profit Margin

Total profit margin per unit sold.

You can copy this template into an empty Google Sheet

3. Understand Your Audience:

  • Define Your Target Customer: Create a profile of your ideal customer based on demographics, interests, and shopping behavior. This will help you in selecting products that resonate with your audience.

  • Solve a Problem or Meet a Need: Choose products that address specific problems or meet the needs of your target audience. Products that improve quality of life, provide convenience, or cater to a passion or hobby are often more successful.

  • Consider Lifestyle Trends: Stay updated on lifestyle and consumer trends. Products that tap into emerging trends or lifestyle shifts can capture the market early and establish your brand as a leader in that niche.

4. Validate Your Selection:

  • Request Samples: Before finalizing your product choice, order samples from Alibaba suppliers. This step is crucial for assessing the product's quality, functionality, and packaging.

  • Test the Market: Consider doing a small test launch or using Amazon’s FBA program to gauge customer interest and gather initial feedback before scaling your inventory.

  • Monitor Performance and Adjust: Once your product is live on Amazon, closely monitor sales performance, customer feedback, and review ratings. Use this data to refine your product selection and marketing strategy over time.

Identifying Risks

Venturing into sourcing products from Alibaba for your Amazon store requires recognizing and strategizing against risks. Proceeding without understanding these pitfalls could jeopardize your investment and your brand's reputation on Amazon.

Here's how you can tackle some of the key challenges:

  • Fraud: Be vigilant about fake suppliers and payment scams. Conduct due diligence by verifying supplier credentials and opting for secure payment methods.

  • Counterfeit Products: Selling knock-off goods can lead to your Amazon account being suspended. Always ensure the authenticity of your products and maintain transparent communication with your suppliers about your quality expectations.

  • Quality Control and Shipping Times: Implement stringent quality checks to avoid the pitfalls of poor-quality products reaching your customers—moreover, plan for extended shipping times from China to manage inventory effectively and keep your delivery promises.

Understanding and preparing for risks is crucial when establishing a brand in the competitive Amazon marketplace. Focus on developing a reliable supply chain that aligns with your vision and protects your business from potential setbacks.

Finding Suppliers For Your Product

Figuring out the risks involved in sourcing products is a foundational step; now, let's focus on how you can find reliable suppliers on Alibaba to enhance your Amazon store's inventory.

Exploring Alibaba gives you access to millions of suppliers, but the challenge lies in identifying which ones will align with your business goals and consistently deliver quality.

Start by using Alibaba's robust search filters.

Alibaba Search Filters screenshot

You can refine your search based on specific criteria like location, product type, and minimum order quantity (MOQ), tailoring the results to match your unique needs. This strategic approach saves you time and points you towards suppliers most likely to meet your requirements.

Don't overlook the importance of verified suppliers. These badges aren't just for show; they signify that Alibaba has vetted these suppliers for reliability and trustworthiness. Engaging with verified suppliers minimizes risks and builds a solid foundation for your Amazon venture.

Supplier Communication

Establishing a direct line of communication through Alibaba's messaging system is crucial for negotiating and clarifying product details with suppliers. Effective supplier communication bridges the gap between your visions and their capabilities, ensuring a smoother transaction process and fostering a sense of belonging and partnership. 

Remember to be clear, concise, and strategic when communicating with suppliers.

Alibaba Inquiry window for chatting with suppliers screenshot

Here are key strategies to enhance supplier communication:

  • Clarify Product Specifications: Before diving into negotiation, make sure all your product inquiries are answered. Ask about materials, sizes, and customization options to avoid future discrepancies.

  • Assess Response Quality: Gauge their professionalism and responsiveness. A supplier's timely and detailed responses indicate their reliability and interest in doing business with you.

  • Negotiate Terms: Don't shy away from negotiation. Discuss pricing, MOQ (Minimum Order Quantity), and shipping terms. A clear understanding of these factors is important for a successful partnership.

Payment Methods

When dealing with suppliers on Alibaba, selecting secure and efficient payment methods is crucial. One standout option for buyer security is Trade Assurance, which safeguards against non-delivery, delays, and faulty products. 

 Alibaba Trade Assurance Checkout page screnshot

This service ensures that funds are only released upon your satisfaction with the fulfillment of the order. Prioritizing Alibaba-supported payment methods like Trade Assurance enhances security and streamlines transactions across different currencies, allowing for greater flexibility in global markets.

Shipping Your Product to Amazon FBA

Amazon Freight Flow

When shipping to Amazon FBA from Alibaba it’s all about your products reaching fulfillment centers on time and complying with Amazon's stringent guidelines. Navigating this process requires a strategic approach to logistics, balancing cost, control, and compliance.

Here's how you can streamline your shipping strategy:

On Alibaba Platform

1. Selecting a Supplier with FBA Experience:

  • Work with suppliers on Alibaba who showcase experience with Amazon FBA shipments. This can often be found in their profile or product listing details.

2. Discussing Shipping Needs:

  • Communicate directly with your chosen supplier about your need for products to be shipped to Amazon FBA. Specify that the shipment must comply with Amazon’s packaging and prep requirements.

3. Requesting Detailed Quotations:

  • Ask for a detailed quote that includes the cost of goods, packaging, labeling per Amazon's requirements, and shipping options. This should cover both air and sea freight options to compare.

On Amazon Seller Central Platform

4. Setting Up Your Product Listings:

  • Before your goods ship, ensure your product listings are created and active on Amazon Seller Central. Include all necessary details such as title, description, images, and pricing.

5. Using Amazon’s FBA Shipment Creation Workflow:

  • Navigate to the ‘Inventory’ tab in Seller Central and select ‘Manage FBA Shipments’. Use the ‘Create a new shipment’ option from there to start the process.

6. Providing Detailed Shipment Information:

Amazon Shipment Details

  • Enter your shipment details as prompted by the workflow. This will include the origin, the number of units, the dimensions and weight of your shipment, and selecting an Amazon fulfillment center.

7. Preparing Your Products for FBA:

  • Ensure your products meet Amazon’s FBA product preparation requirements, which may involve repackaging or labeling products in a specific manner. If unsure, use Amazon’s ‘Prep and Label’ services.

8. Labeling for Shipment:

  • Print FBA shipping labels and Amazon shipment ID labels through Seller Central, which must be affixed to all your boxes. Make sure your supplier understands these labeling requirements.

9. Coordinating Pickup and Shipping:

  • If using a freight forwarder, coordinate the pickup from your supplier. Ensure they are clear on delivering to the specified Amazon fulfillment center. If your supplier is handling shipping, confirm they have all the necessary information and documents for a smooth process.

10. Tracking and Monitoring Shipment:

  • Keep track of your shipment's progress. Use the tracking number provided by your freight forwarder or shipping company to monitor the shipment until it’s received at the Amazon fulfillment center.

General Best Practices

  • Compare Shipping Options: Analyze different shipping methods for cost-efficiency and reliability. Air shipping is faster but more expensive, while sea freight offers cost savings for larger shipments but takes longer.

  • Understand Import Responsibilities: Know your obligations regarding customs clearance and import taxes. You might need to work with a customs broker or a freight forwarder that offers customs brokerage services.

  • Stay Updated on Amazon’s Guidelines: Amazon frequently updates its FBA requirements. Regularly check Seller Central for the latest shipping, packaging, and product preparation guidelines to avoid compliance issues.

Listing on Amazon

Having mastered the complexities of shipping to Amazon FBA, it's now important to focus on how effectively you list your Alibaba-sourced products on Amazon to capture customer interest and drive sales.

 Amazon Listing best practice

The challenge isn't just to sell a product but to make it findable, desirable, and understandable to your potential customers. This requires more than just listing; it demands strategic positioning.

First off, your product listings must be detailed and accurate. Everything from the brand name, features, images, and descriptions shouldn't only attract but also inform your customers. Remember, you're not just selling; you're also building trust. Accurate listings backed by high-quality images showcase professionalism and credibility, making customers more inclined to buy from you.

Private Vs. White Labeling

Deciding between private and white labeling is critical in shaping your brand's identity and strategy on Amazon. Both paths offer distinct routes toward brand development and product sourcing, each with its unique advantages and considerations. Comprehending the differences between them is crucial in making an informed decision that aligns with your long-term goals.

  • Private Labeling: You're creating a unique brand, controlling aspects from design to marketing. It's about laying a foundation for brand identity and loyalty, ideal for those eyeing long-term growth and a strong market presence.

  • White Labeling: This option allows you to rebrand existing products. It's quicker and more cost-effective, perfect for those looking to enter the market swiftly without the heavy lifting of product development.

  • Brand Development: Both strategies require a thoughtful approach to brand development, yet the level of involvement and creativity differs significantly.

As you journey through the complexities of selling on Amazon, remember that your choice between private and white labeling isn't just about product sourcing; it's about how you envision your brand's voyage and your desire to carve out a space that feels authentically yours in the vast marketplace.

Brand Building Strategies

Brand building for Amazon FBA

To establish your brand effectively on Amazon, it's crucial to use the platform's Brand Registry. This safeguards your brand and activates powerful marketing tools, which are essential steps in building your brand identity. 

Crafting a compelling brand story and a distinctive brand voice is vital to resonate deeply with your audience, fostering a sense of belonging and loyalty. Your narrative should be reflected in all aspects of your brand, from the design of your logo to the tone of customer communications.

Exceptional customer service is not only important but also the foundation of brand loyalty. In today's world, where word of mouth is powerful, addressing customers' queries and concerns promptly can turn a potential crisis into a testimonial of your dedication.

Utilize social media engagement for brand building. Platforms like Instagram and Facebook are not just for promotion but also for interaction. Use these spaces to showcase your brand's personality, engage in conversations, and build a community. This strategy drives traffic to your Amazon listings and strengthens your brand's presence in the digital ecosystem.

Inventory Management

Effective inventory management is a cornerstone of success for Amazon sellers, enabling you to seamlessly match supply with customer demand. As you initiate this path, it's crucial to utilize Amazon's Seller Center tools and insights to maintain the delicate balance of stock levels. 

By doing so, you'll meet your customers' needs and enhance your seller performance metrics, leading to increased sales.

To explore the complexities of inventory management, consider these strategic actions:

  • Utilize Amazon's forecasting tools to anticipate demand, ensuring you're neither overstocked nor understocked.

  • Regularly review inventory reports from Amazon to adjust your stock levels based on sales trends, seasonality, and upcoming promotional activities.

  • Monitor your inventory levels closely to avoid stockouts, which can negatively impact your seller metrics and customer satisfaction.

Pricing Strategies

Setting the right price for your products on Amazon can greatly impact your sales and profitability, requiring a strategic blend of market analysis and competitive insight. As you explore pricing strategies, it's crucial to understand that competitive pricing isn't just about being the lowest. 

 A young entrepreneur working on the Amazon FBA business

It's about offering value that resonates with your customers, factoring in the quality, features, and feedback from customer reviews. This approach guarantees you're not just part of the race to the bottom but are building a brand that customers trust and prefer.

Implementing dynamic pricing strategies, like offering timely discounts, promotions, and bundling products, can substantially attract customers and boost your sales volume. 

These strategies make you agile in a marketplace that's constantly changing, allowing you to respond quickly to market demands or competitor actions.


Leave marketing & pricing to us - you focus on other areas of the biz.

Additionally, repricing tools are your best ally in staying ahead. These tools automatically adjust your prices based on market conditions and competitive movements, ensuring your listings remain attractive yet profitable. 

By monitoring pricing trends and regularly adjusting your strategies, you'll stay competitive and maximize your profits on Amazon. Remember, pricing isn't set in stone; it's a dynamic element of your business strategy that demands regular review and adjustment.

Scaling Your Business

Establishing a foothold on Amazon through products from Alibaba is just the beginning. Scaling your business strategically is crucial to boosting sales and expanding your market presence. This journey involves exploring effective strategies tailored to stand out in the competitive marketplace and drive growth.

To effectively scale, consider these pivotal areas:

  • Intensify Product Research: Continuous product research is vital. Stay ahead by identifying emerging trends and underserved niches that you can integrate into your product lineup. Your supplier relationships on Alibaba are key assets here, allowing you access to innovative products that can captivate the Amazon marketplace.

  • Optimize with Amazon FBA Fulfillment: Making use of Amazon FBA fulfillment can greatly streamline your operations. It's not just about the ease of shipping and handling; it's about ensuring prime customer service and satisfaction, which in turn, boosts your store's credibility and visibility.

  • Harness Amazon PPC Campaigns: Invest in Amazon PPC campaigns to drive more traffic to your listings. Mastering PPC strategies means more eyes on your products and, consequently, more sales. This direct approach in marketing is essential for scaling effectively.

Here at Amazon Growth Lab, Amazon PPC is our bread & butter. Reach out for a FREE consultation so we can scale your brand with PPC and maximize your profits while you focus on other areas of the biz. 

Frequently Asked Questions

Is it legal to sell from Alibaba to Amazon?

Yes, you can legally sell products from Alibaba on Amazon, provided they're genuine and comply with both platforms' regulations. It's important to verify suppliers and make sure your items meet Amazon's guidelines for a smooth operation.

Can you buy from Aliexpress and sell on Amazon?

How do I ensure the products from Alibaba meet Amazon FBA requirements?

Do you need an LLC to sell on Amazon?

Do I need to worry about customs and import taxes when shipping from Alibaba to Amazon FBA?

How do I deal with language barriers and time differences when working with suppliers on Alibaba?

How To Sell On Amazon From Alibaba - Conclusion

In the grand chessboard of e-commerce, mastering the art of selling on Amazon from Alibaba is akin to executing a flawless checkmate. You've steered the labyrinth of sourcing, sidestepped pitfalls, and crafted a strategy as intricate as a spider's web.

With diligence and understanding, you've set the stage for a thriving empire. Remember, every move counts. Keep refining your tactics, for in this game, evolution is the key to not just surviving but reigning supreme in the marketplace.

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