Introduction to BQool

In this video, Trevor and Florian discuss BQool and how it can help Amazon sellers. We cover:

  • Repricing
  • Review collection
  • Researching products

and Florian’s tips for being a successful Amazon seller!

Exclusive discounts on Bqool:

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What think I know about importing parcels into the EU after Brexit*

Lots of people have been asking us what we know about the tax arrangements for Brexit. Now that the eggs have been unscrambled from the omelette, here is what I think I know*

Items under 22 Euros (intrinsic value)

No import VAT is due on orders < 22 Euros. Note this will all change on 1st July when VAT MOSS comes into being.


  • The 22 euros refers to the intrinsic value of the order. This is sale price of orders not including shipping
  • If the item is send via a DDU service (e.g. Royal Mail untracked airmail) then no import VAT is due as the customer is the importer of record
  • If a company is VAT registered in the country of destination and the seller is the importer of record, then they will need to pay VAT in that country

Items over 22 Euros

Import VAT is due on these items. This can be handled two ways

  1. DDU (Delivered Duty unpaid). The customer is the importer of record and will be liable for the import VAT (charged on the gross amount including shipping.
  2. DDP (delivered duty paid). Couriers such as DPD offer a DPD service where they charge the import VAT back to the merchant. The import VAT will be charged on the customs value (shipping + product price).

Couriers offering a DDP service will clear the deliveries into a limited number of countries before sending them to their final destination. DPD for example will clear the deliveries in the Netherlands and charge the import VAT at the Netherlands 21% rate.

This is where it gets complex:

  • If you are not registered in either the clearance country or the destination country, you would pay the import VAT at the clearance country rate on the customs value. You cannot claim this back.
  • If you registered in clearance and the destination country, you will pay VAT in both and claim back the import VAT in the clearance company
  • If you are registered in the destination country and not the clearance country, you will pay VAT in both and not be able to claim it back in the clearance country.


  • Amazon stipulates that items must be DDP.
  • Sending items DDU where import VAT is payable is a recipe for a) lots of unhappy customers b) lots of undelivered parcels. Not recommended.

On couriers

In order for items to be send DDP requires a courier which offers this service. Most of the main couriers offer this (DPD, P2P, Asendia) but some don’t (Yodel). The amount they charge for this service vary enormously

  • DPD, DHL. About £8.5/package (!!!)
  • Asendia, P2P. £0.8/package + 2% of import VAT

When I talked to DPD about this they told me the reason it was so expensive was that they needed to account for the credit risk to paying the import VAT upfront. If this is true then the payment is basically insurance, and £8 insurance/package is pretty blood expensive. I think they either a) want to reduce their volume b) Are taking advantage.


  • Customs value. Full value of imported order (Sale price +shipping)
  • Intrinsic value. Value of goods in the order only without shipping
  • Import VAT. VAT paid on entry into EU on Customs value of goods
  • DDP. Delivered Duty Paid. The seller is the importer of record and pay the import VAT
  • DDU. Delivered Duty Unpaid. The customer is the importer of record and is charged the import VAT.

*I am not a VAT expert, please seek professional advice

How to use Amazon promotions


Promotions can help your products stand out from the competition and stimulate sales. Promotions are most effective when your offer wins the Buy Box.

Promotions are either money off or Buy-one-get-one-free offers which are run on a subset of your Amazon invntory products. Setting up promotions requires the following steps:

1.      Create a product selection

The first step is to create a new product selection.  To do this, first navigate to Advertising > Promotions then click Manage Product Selection at the top of the menu.  This can either be a list of ASINs from your inventory, a category or a brand name.

2.      Creating a promotion

After you’ve created a product selection, it’s time to create the promotion. First, navigate back to Advertising > Promotions then click one of the two promotion types. In the promotion you will need to specify the following attributes:

  • Condition for promotions e.g. Buying quantity, product selection
  • Promotion details e.g. percentage off

3.      Scheduling

Once the promotion has been specified, the scheduling must be set.  This sets the period during which the promotion will run.

4.      Additional options

Promotions should be carefully created as if you do not set them up properly, they can be combined giving customer a larger discount than intended.

There are three options for creating a claim code. You can choose:

  • Single-Use: Each claim code can only be used once. All codes will be random 16 digit strings.
  • Group: One code that can be used an unlimited amount of times until the promotion ends. This code can be more generic, such as 15OFF or SUMMERDEAL.  For combinability options see below.
  • None: This will allow your promotion to be activated automatically, if a customers’ cart qualifies for the promotion. They will not be required to enter a code.

If you are announcing the discount to a large group of people (i.e. deals website, social media post) you should choose Single-Use to avoid people abusing the discounts you are offering. Or, if you want to offer your email subscribers money off on their next order, you could create a Group Code like 10OFF and sent it to all your followers.

Codes Combinability

There are two options for claim code combinability:

  • Preferential. Only 1 promo will be applied to the purchase. If the customer attempts to add multiple promotions, only the one with the greatest discount will be applied. This is a good choice for sellers who are offering multiple types of promotions for the same product selection and protects your promotions against stacking.
  • Unrestricted. Be extremely cautious before choosing this option, especially when you are using a group claim code. This option means your promotion can be stacked along with other promotions that are running for your products. This could result in you giving multiple discounts for one order, and if you have Group promo codes, people can place unlimited orders.


By clicking on customise messaging, the messaging for checkout or details page is can be set.

Vouchers vs. Promotions

Between promotions and vouchers, the biggest difference is what they target. Promotions focus on obtaining free items or getting a money off your purchase. Vouchers, on the other hand, focus on taking set money amount off and require inputting codes to get the discount.

Other differences include:

  • Promotion codes can be distributed off Amazon as there is an actual code
  • More complex setup for promotions giving more control
  • Vouchers are just money off whereas promotions can also offer free products
  • Combinable – more than one offer can be run on a product at the same time

Launching a New Brand on Amazon

Brand Registry

If a brand is not already on Amazon then to create listing under that brand it will need to be registered under brand registry. If there are already products under that brand on Amazon then the brand should be registered in any case as it will allow the brand owner to ‘own’ that brand on Amazon, allowing them to amend product listings, kick off counterfeits and run Sponsored brand campaigns.

Once a brand has been registered in Brand registry, then the brand owner will be able to launch a branded storefront for this brand.

There will be a link on each product to this branded storefront.

Other benefits of registering a brand is that the brand owner can create A+ content and run Sponsored Brand campaigns.


Q. I have multiple brands. How does that work?

A. From a single seller account you can register multiple brand and manage multiple branded storefronts.

Q. Can I manage multiple brands from the same storefront

A. No. That would be a bad idea. Each storefront is only for one brand and the band is assigned when the listing is created. To have multiple brand under the same storefront would require the wrong brand to be assigned to a product. This is not a a) not a good customer experience b) would possibly be difficult to change in future c) Against Amazon’s rules d) you would not be able to run sponsored brand campaigns for the individual brands.

Q. Do I have to have a branded storefront if I have registered a brand through brand registry

A. No you do not.

How to use Amazon FBA Inventory Planning

When selling on FBA you need to be able to plan how much inventory you need to send over the Amazon’s fulfilment centres.  Luckily Amazon has some tools to help in doing this.  Inventory planning which can be found under inventory > Inventory planning

Restock inventory

On this screen can be seen the sales by SKU of FBA inventory across the multiple sites.  This screen has a stock ordering system where a merchant can enter details about a product and Amazon will produce a report which will generate an inbound inventory recommendation.

  • SKU Settings.  Set the supplier and replenishment details for each SKU.  This will be combined by Amazon with sales data to generate a recommendation
  • Download Restock recommendations. These can be used to generate levels for shipping plans

Manage Excess inventory

Based on sales, this screen will show ‘excess inventory’ which is recommended for removal. 

Fix stranded inventory

Stranded inventory is FBA which for some reason is not assigned to an FBA ASIN.  This inventory can be seen from Inventory > stranded inventory and either a return requested for converted to FBA inventory.

Understanding Amazon FBA Settings

Before sending up your FBA inventory for the first time there are a number of setting which must be specified in Settings > Fulfilment by Amazon.

Cross border fulfilment settings. 

Pan European FBA is a programme where listings can be delivered across Europe at the delivery rate of the ordering country.  To qualify a listing must have a listing in each of the EU4 (FR, DE, IT, ES) and Enable multi-country inventory storage.

Labelling service. 

To be accepted into Amazon warehouses, some product must have a new Amazon specific barcode affixed (Amazon Barcode). Choose whether to allow Amazon to apply new barcodes where they are necessary.  This incurs a fee per label.

Inbound settings

Choose what warning to see when sending up FBA inventory.  Some product may be fine to sell on Amazon but can’t be sent to FBA. 

Removal/Furbishing settings. 

Enabling Furblishing allows Amazon to inspect items and put them back into inventory if possible

Removal settings specific what to do with unfulfillable items (e.g. return or destroy)

Barcode preference. 

Chose to use the manufacturer’s barcode or a new barcode for each product.  If the manufacturer’s barcode is used then Amazon will use this identify items and these can be commingled with the exact same products from other sellers who also use Manufacturer barcodes for those items.  That is to say if you make a sale of a product then that same product as supplied by another seller may be sent.

This is usually fine, but some unscrupulous sellers have been known to send up fakes.

Selecting to use Amazon barcodes means that your product will be sent to fulfil your orders, but items must be individually re-barcoded using codes specified by Amazon.

More details can be found here:

Customer support. 

Specify whether to allow Amazon to manage customer service for your orders

Shipping programmes and export settings  

Choose whether to allow overseas customers to purchase your FBA products.

How to open an Etsy Shop

Before you can start to create your Etsy shop, you need to create an Etsy buyer account

To start opening your Etsy shop:

  1. Click Sell on Etsy on
  2. Click Open your Etsy shop.
  3. Select your shop language, country, and currency, then click Save and continue.
  4. Choose your shop name, then click Save and continue.

Set your shop preferences

During the first stage of the setup, the seller must select your shop’s language, country, currency, and time commitment:

  • Shop language. The shop language you choose is the default language you use to describe your items. You won’t be able to change it later, but if you’d like to add translations in other languages, you will be able to enrol in other languages after opening your shop.
  • Shop country. Be sure to select the correct country for your shop.
  • Shop currency. Choose the currency you will use to price your listings. Currency conversion fees may apply if your bank’s currency is different from your shop currency.
  • Time commitment. Select whether selling your products is your full-time job or part-time job. This question is for informational purposes only and will not affect the setup of your shop.

Choose your shop name

Choose a memorable name that reflects your style. Shop names must meet the following requirements:

  • 4-20 characters in length
  • No spaces or special characters
  • No profanity
  • Not already in use by an existing Etsy member
  • Does not infringe on another’s trademark

Tips for choosing a shop name

  • Choose something which is easy to spell and remember
  • If you own a company or have a brand, consider including that as part of the name
  • Include something about the products you sell
  • If you sell a range of different products, or might change what you sell in future, use a generic name
  • Capitalise each word for readability

Example names:

  • SoapShack – great name for a company selling soap
  • LassoInterniors – includes the name of the company and something about the products
  • Gr8teCandles – Avoid! difficult to spell and remember.

Before deciding on a name, do some research

  • Look at other names used on Etsy for inspiration
  • Ask your friends for feedback
  • Search google for other similar companies and try and choose something distinctive and unique

Stock your shop

You need to create you first listing before your shop will go live.  Creating listings will be covered in a separate video.


The next step is to enter your payment details.

  • Bank account details for deposits
  • Credit/debit card for listings fees

Once this information is entered your shop is ready to go live.  It can be found at:

How to use Amazon Sponsored Ads Match Types

Match types help control how shopping queries are matched with the keywords you are bidding on. They provide you with additional control to help you reach your campaign goals.

Each match type provides different opportunities for your ad to display when shoppers for an item. In general, the broader the match type, the higher the likelihood of matching customers’ shopping queries.  The narrower, or more restrictive, the match type, the lower the likelihood of matching the customers’ shopping queries, but it has a higher likelihood of reaching relevant customers.

Broad Match

With broad match, the shopping query must contain all the keyword terms, or close variations. Words can be in any order and contain additional words.

Use broad match you are unuse of what keyphrases customers are searching on and want to cast a broad net. For example if an advertiser specifies the keyword “soft toy”, their product could be displayed when customers perform the following searches:

  • Soft plush toy
  • Red soft toy

But not

  • Wooden toy
  • Plastic toy

Phrase Match

With phrase match, if customers use the exact phrase, or close variations, and be in the same order as keyword term.  The shopping query may contain words before or after keyword term phrase.

Use phrase match when you want your ads to appear for more specific searches.  For example the phrased matched keyword “soft toy” would appear for

  • Red soft toy
  • Disney soft toy

But not:

  • Soft plush toy
  • Toy with soft fur

Exact Match

With exact match, the customers shopping query must be the exact word or phrase, or very close variations. The shopping query needs to be in the same order and cannot contain additional words. 

Use exact match to advertise only on specific keyphrases.

Negative Match

Negative match types prevent an ad from being served if the customers look for the exact word or phrase or close variants. Negative phrase match reaches a broader audience by allowing additional words before and/or after.  Negative exact match targets a very specific audience by targeting an exact phrase.

Use negative match to filter our non-performing keywords. If a negative phrase “soft toy” is specified then an ad will not appear for the following searches

  • Red soft toy
  • Soft toy for toddler

But it could appear for the following searches

  • Soft plush toy
  • Toy with soft fur

How to use Amazon Vouchers to grow your sales

You can offer discounts on a single product or a set of products and enjoy automatic merchandising for your voucher through Amazon. Customers can discover vouchers through the following options:

  • Vouchers home page
  • Search results
  • Product detail pages
  • The Offer Listings page
  • In their carts

Add products to your voucher

You can feature up to 200 products in one voucher. While adding multiple products, selecting within the same sub-category or product group will help provide a better customer experience.

Choose voucher type

You can offer percentage or money-off discounts. The discount must be 5% and 80% of your lowest price for the product in the last 30 days. The budget you set will be utilised as customers collect and redeem your voucher. We will deactivate your voucher when your budget is fully utilised.

Schedule and target your voucher

You can set a duration of up to 3 months for your voucher. If you know which customer segment has a higher probability of redeeming your voucher, targeting can help optimise your return on investment.