UPDATE 11/12/10 – With any new business adventure comes a learning curve. Since writing this post I have found out that Amazon will not ship to APO/AE addresses nor will it ship to Puerto Rico for multi-channel fulfillment orders. Unfortunately, I have no way to prevent these orders through my other channels. To fulfill these orders, I’m having to notify the customer that the shipment will be delayed up to a week and to ask if this is OK. If they agree I issue a removal request from FBA and get the book sent back to me. I then send it out myself. It’s a pain but it’s the only way possible, unfortunately. I’ve updated each listing to mention if the address is an APO/AE or Puerto Rico address to contact me ahead of time prior to purchasing to confirm because some inventory may be delayed up to a week.
Like any good business owner I’m constantly looking for different methods to make more money and reduce expenses. I had been using Fulfillment by Amazon for a little over a year now and the program has been a game changer for my book business. However, since it’s popularity has exploded lately and more mega-sellers have been using the service to bring the price so low on books that they’re taking losses I’ve found books that I sent in only a few months ago still lingering around Amazon’s fulfillment centers chewing up storage fees.
Don’t try to compete with mega sellers!
I decided to change this and dove in this weekend to see which books were eating up unnecessary storage fees and found a single reason why; the price wasn’t low enough. To prevent my repricer from breaking me financially by offering $2.00 FBA books, I have a price floor that puts a stop to my downward pricing at around $2.75 or so for very lightweight books. However, I was consistently seeing my competitors pricing the exact same book in the same condition as low as $2.25 making me not even on the first page sometimes! That’s just insanity! To just break even on those books the thing would have to weigh 2 ounces! That’s not even including any storage fees and the cost to ship it to Amazon in the first place. Needless to say, my price floor was staying even if I wasn’t selling my copy right away. I’m not in the business just to give money to Amazon.
Now that I had the reason why these books were stagnating in the warehouse I then did some brainstorming as to how I could get these books moving and either make a profit or at least just break even. Don’t forget you’re going to get charged if you have Amazon either dispose or ship them back to you. According to Amazon’s FBA pricing page "Inventory Removals and Disposals will be billed at the Multi-Channel Fulfillment rate for Pick and Pack.” Right now that is 60 cents! Looking for a cheap way to just purge your FBA books? Just jack the price so low that you loseWeight Exercise LESS than 60 cents!
If you can’t beat ‘em sell your book somewhere else!
I’d rather not loseWeight Exercise ANY money on these books so there’s got to be a better way. First, there is no possible way I’m going to sell these books on Amazon any time soon and having Amazon pull them to ship them back to me would cost me 60 cents/book anyway. The prices have simply gotten way too low for me to be competitive anymore. The sales ranks are also not the best so I’m not seeing the price ever come up rather continue the spiral down. Amazon, as a sales channel, is out but what about the option for multi-channel fulfillment? I had briefly looked at it but never really spent time studying this option. I would immediately see the increased fees that were charged to send the book off Amazon and forget the idea. HUGE mistake as you’ll see below. I had put off truly spending some time looking into this option long enough. Let’s run the numbers to see how this all comes out in the end as profit.
Being an insanely analytical numbers guy at times I went to my best friend, Excel. The problem is when I get started with Excel thinking I’m going to just do a few quick calculations it ends up being many, many hours. These hours are typically filled with adding new calculations, weighing options against other options and generally way overdoing it but sometimes this tendency comes in handy. This weekend’s brainstorming session went so well I had to share it with you. I ended up researching nearly every fulfillment fee known to man that Amazon, Alibris, eBay, Abebooks and Half charge when a book sells for both local fulfillment and by utilizing FBA to fulfill orders placed on all these sites.
At the end of the day, the only thing that matters is net profit.
Here’s a screen capture of some of the Excel spreadsheet. I just wanted to be able to play around with different Lose Weight Exercises and sale prices to compare pure profit after the fees have settled. After about 10 hours of tweaking this is what I came up with.
I did have some constraint because I didn’t go as far as to incorporate international shipping options, all of the partner sites on Alibris, etc. I did make some notes though so maybe one of these days! I’m crossing my fingers that the data that I do have is accurate. If you see any different please let me know.
In any case, the whole point of this little project was to see how multi-channel fulfillment by FBA was going to look after all expenses have been paid. My eyes lit up and it took me a good 30 minutes of not believing the numbers until I decided I’d been a fool not to offer my FBA books on all the other channels I sell on. Take a glance at the Amazon FBA rows and the big red Xs by the Total Profit. These Xs mean the lowest 5% of each channel! You will actually make MUCH LESS if a FBA book sells on Amazon for one simple reason; the shipping credit. This is how you can sell FBA books and still get that shipping credit! Priceless! Just sell your FBA books on eBay, for example, pocket the shipping credit and have Amazon do all the dirty work. Brilliant!
At the end of the day you’ll see that you can make up to 10x MORE profit from a FBA book by selling it on another site rather than Amazon itself.
Let’s break it down.
Here’s a typical scenario. In this scenario, I’ve sent a mass market paperback to Amazon FBA that weighs 5 oz. A customer purchases this book and chooses standard shipping. Here’s how it would go down on Amazon, eBay and Half.
Amazon
Initial Sale Price = $3
- Amazon Commission = $3 x 15% = -45 cents
- Amazon Variable Closing Fee = -$1.35
- Amazon Pick/Pack Fee for orders under $25 = -60 cents
- Amazon Weight Fee (40 cents/lb) = -13 cents
- Initial inbound shipment cost to Amazon estimated at 32 cents/lb = -15 cents
Total Profit = $0.32
eBay
Initial Sale Price = $3
- eBay final value fee = $3 x 15% = -45 cents
- eBay insertion Fee (Pro Store) = -5 cents
- Paypal commission = (2.9% of sale price+shipping) + 30 cents = -50 cents
- Amazon Pick/Pack Fee for orders under $25 = -60 cents
- Amazon multi-channel standard shipping fulfillment fee = -$1.90
- Amazon Lose Weight Exercise fee (1-15 lbs, 45 cents/lb) = -23 cents
- Initial inbound shipment cost to Amazon estimated at 32 cents/lb = -15 cents
- eBay shipping credit (seller specific) = +$3.99
Total Profit = $3.11
Half.com
Initial Sale Price = $3
- Half.com commission = $3 x 15% = –45 cents
- Amazon Pick/Pack Fee for orders under $25 = –60 cents
- Amazon multi-channel standard shipping fulfillment fee = -$1.90
- Amazon Lose Weight Exercise fee (1-15 lbs, 45 cents/lb) = -23 cents
- Half.com shipping credit = +$2.64
Total Profit = $2.46
Have you digested this yet? I literally couldn’t believe the profit numbers when I got done but I’ve triple checked everything and kept coming up with the same numbers. Am I missing something here? Please burst my bubble if you see any discrepancies.
The overall purpose of this post was not just to woo you with my super Excel skills nor to even make this just about running the numbers for multi-channel fulfillment by Amazon. It was to have you take a step back and notice what kind of extremely obvious opportunities that may be in front of you if you’d just look! I had put off doing this for months simply because life got in the way and I always thought I was too busy. It wasn’t until I started metaphorically bleeding that I specifically set aside family time, this blog and receiving inventory to do this the right way.
If you see potential in anything at all take it now! At least allow yourself to look more into it instead of just passing it off. It’s worth it to investigate any ideas you have to make your online bookselling business a much bigger success than what it is now. The key to continued success in this ever-increasing competition business of online bookselling is to continually be thinking up new ways to offer quality books to customers by exploring all your options.