What Are The Most Common Mistakes New Amazon Sellers Make And How Can I Avoid Them?

TL;DR

• Skipping Amazon AU policies can lead to suspensions, delistings, and unexpected penalties that always review local rules.

• Launching products without validating AU-specific demand often results in unsold inventory and wasted spend.

• Copying US strategies, keywords, or pricing models doesn’t work. Australia's buyer behavior and search volume are different.

• Using US English instead of Australian spelling affects trust and conversion rates among local shoppers.

• Not using FBA or Brand Registry limits visibility, trust, and access to key Amazon tools that boost success.

• Ignoring AU-tailored PPC, mobile-first listing design, and seasonal timing leads to poor performance and low ROI.

More than 90% of new Amazon sellers give up within their first year, and it’s not because their products were bad. It’s because they made avoidable mistakes.

If you're selling on Amazon Australia, you're already dealing with a smaller marketplace, unique buyer behavior, and less competition, but that also means there’s less room for error. From copying US-based strategies to skipping critical setup steps, many new sellers dive in without truly understanding what works for the AU market.

If your listings aren’t converting, your ads are draining your budget, or you're struggling to get traction, chances are you're falling into one of these common traps.

This article brings those blind spots to the surface. We’ve worked with enough sellers to know the patterns and, more importantly, how to avoid them. So before you go further, take a moment to check if you’re falling into any of these common traps. It could save you from costly mistakes and wasted effort down the line.

10 Common mistakes new Amazon sellers make and how to avoid them

#1 Not reviewing Amazon policies thoroughly

One of the easiest ways new sellers set themselves up for failure is by overlooking the important details. Amazon’s policies may seem like a long read, but ignoring them can lead to serious consequences such as listing removals, account suspensions, or unexpected penalties. 

Many AU sellers jump straight into product listing and shipping without fully understanding what Amazon allows, especially in the Australian marketplace.

For example, there are strict rules around product claims, packaging, restricted items, and customer communication. Even something as simple as using certain words in your title or failing to follow category-specific guidelines can put your account at risk.

What makes it more challenging is that policies can differ between Amazon US and AU. So relying on advice from international forums without checking local rules can backfire quickly. It’s not about memorizing every Amazon policy.

It’s about understanding where the limits are so you don’t cross them by mistake. Many new Amazon Australia sellers overlook this and end up facing unexpected policy violations.

How to avoid it:

New Amazon Australia sellers should bookmark the official AU seller policies and review them carefully before listing any product. It’s also important to stay updated on any changes through announcements on Seller Central. When in doubt, reaching out to Seller Support or consulting a local Amazon marketing agency in Australia can help avoid costly mistakes.

#2 Not validating product demand on Amazon.com.au

One of the biggest missteps new sellers make is assuming that if a product sells well in the US or UK, it will perform the same in Australia. But Amazon AU is a completely different market. Customer preferences, search behavior, and demand levels often vary drastically. 

A product trending in the US might barely get searched here. Launching without checking the local demand often leads to slow-moving inventory, high storage costs, and a lot of frustration. Many AU sellers skip this step simply because they are excited to get started.

But jumping in without research means risking your entire investment. It’s not just about finding a good product, it’s about finding one that local customers are already searching for on Amazon Australia.

How to avoid it:

Start by checking keyword search volumes specific to Amazon.com.au using tools like Helium 10. Look at best-seller rankings in your category and review competitor listings. Google Trends can also show you local interest for your product idea in Australia.

If the numbers look low, test with a small order instead of going all in, then focus on products that show consistent, not just seasonal, demand. Local data gives you direction.

#3 Assuming US or UK strategies will work in Australia

Many new Amazon Australia sellers start by copying what works in the US or UK marketplace. On the surface, this seems smart. Those markets are more mature, have detailed tutorials, and plenty of examples to follow.

But the reality is, what works overseas does not always translate locally.  Australia has fewer sellers, different customer behavior, lower overall search volume, and unique buying patterns.

For example, keywords that drive traffic in the US might barely register in Australia. Categories that are saturated in the US may still have space here. Even customer expectations on delivery times, packaging, or pricing can differ.

Sellers who blindly follow international strategies often end up overinvesting in the wrong products, pricing themselves out of the market, or targeting the wrong keywords. When it comes to Amazon product launch in Australia, applying a cookie-cutter global strategy won’t cut it.

The AU market needs its approach, one that respects local trends, buyer psychology, and key platform differences. Without that, even a great product can get buried in search results, leaving your launch underwhelming and your sales stagnant.

How to avoid it:

Start by researching on Amazon.com.au, not Amazon.com. Use local tools or filters to get data specific to the AU market. Look at competitors who are doing well here. Tailor your keywords, pricing, and content for Australian buyers. Local insights give you a real edge.

#4 Using US English instead of Australian English

Many new Amazon Australia sellers unknowingly upload product listings using US English. It may not seem like a big deal, but buyers in Australia notice. Spelling differences like "color" vs "colour" or "organize" vs "organise" can make your listing feel out of place and even untrustworthy to the local audience. 

These small details create a disconnect that can affect click-through rates, conversions, and customer trust. It’s easy to assume that if a product listing works in the US, it will work just as well in Australia. But localizing your content is not just about keywords or phrasing, it's about showing customers that you speak their language, literally. 

Many shoppers subconsciously associate American spelling with overseas sellers, slower shipping, or poor service. If you're trying to build a strong presence on Amazon.com.au, aligning with local expectations is not optional, it's essential.

How to avoid it:

Always set your writing tools, like Grammarly, to Australian English before you start drafting. Run a final spell check focused on spelling variants used in Australia. Better yet,  you can hire an Amazon product listing optimization service that understands the Australian market. Take time to research top-performing AU listings to match the tone and language.

#5 Not leveraging Fulfillment by Amazon (FBA)

Many new Amazon Australia sellers try to manage shipping and customer service on their own, thinking it will save money. In reality, this often leads to slow deliveries, poor packaging, missed customer messages, and bad reviews. Customers on Amazon have high expectations of fast shipping, easy returns, and reliable service. If you’re handling all of this manually, it’s easy to fall behind.

Fulfilment by Amazon (FBA) is designed to make your life easier. It handles storage, shipping, customer support, and even returns. When you use FBA, your products are eligible for Prime, which

boosts visibility and improves buyer trust. Most importantly, you get time back to focus on growing your business rather than packing boxes and replying to emails.

In the Australian market, where buyer confidence still plays a big role in conversion rates, FBA is more than just a convenience, it's a competitive edge. Ignoring it means missing out on higher conversions and better reviews.

How to avoid it:

Start with a small batch of inventory and send it to Amazon’s FBA warehouse. It’s a smart way of getting started with Amazon FBA while minimizing your initial risk. This approach allows you to test the waters, monitor how your listings perform with Prime badge visibility, and refine your strategy. As you gain traction, gradually shift more SKUs to FBA and scale up with confidence.

#6 Missing out on Brand Registry benefits

Many new Amazon Australia sellers skip Brand Registry simply because they think it’s optional or too complicated. But by doing so, they miss out on some of the most powerful tools Amazon offers to protect and grow a brand.

Without Brand Registry, anyone can list your product, edit your content, or even piggyback on your listing. You also lose access to Amazon A+ Content, Sponsored Brands, and advanced reporting that can give you a serious edge.

Brand Registry is not just about trademarks. It’s about brand control, better visibility, and long-term protection. Without it, your listing becomes vulnerable to hijackers and your brand presence looks unfinished or inconsistent.

Most sellers realize this only after their listing is taken over or their product content is changed without notice. By then, the damage is already done.

How to avoid it:

Begin the trademark application process as early as possible. Amazon accepts both fully registered trademarks and pending applications through IP Australia. Once you have a serial number, submit your Brand Registry application through the Amazon Brand Registry portal.

Ensure your brand name, logo, and product packaging all match what you’ve submitted. This one step unlocks tools that make your listings look professional, defend your brand, and increase conversions in the AU market.

#7 Neglecting PPC strategy tailored to the AU market

Many new sellers underestimate how different the Amazon Australia ad landscape is. What works in the US, broad targeting, high bids, or certain keyword groups often fall flat here. The AU marketplace is smaller, which means fewer searches, different shopper behaviour, and a higher need for precision. 

New sellers often use auto campaigns only or simply copy campaigns from other marketplaces without tweaking them. This usually results in wasted ad spend with very little return. Worse, it can damage early sales momentum, making it harder to gain visibility organically.

Another mistake is not reviewing keyword trends in Australia specifically. Relying on US or global keyword data means missing out on the actual terms Aussie shoppers use. This makes your ads less relevant, and in a market where impressions are limited, that’s a lost opportunity.

Amazon AU’s PPC ecosystem requires a lean, strategic approach. Smart sellers use it not just to generate sales, but to gather data, validate demand, and inform listing optimizations.

How to avoid it:

Start with a clear goal, whether it's visibility, sales, or keyword ranking. Use both automatic and manual campaigns, but monitor them closely. Choose keywords based on AU search data and refine based on real-time performance. Avoid copying PPC strategies from other marketplaces. The infographic below shows the exact PPC strategy for your Amazon AU growth.

#8 Poor quality listings and mobile-unfriendly content

A great product won’t sell if the listing doesn’t do it justice. One of the most common mistakes new Amazon AU sellers make is uploading listings that look unprofessional, cluttered, or incomplete, especially on mobile.

Most shoppers scroll through listings on their phones, which means if your content is hard to read, too text-heavy, or poorly formatted, you’re losing sales before they even see your features.

Low-resolution images, missing bullet points, vague descriptions, or long paragraphs that don’t scan well—these are all red flags for buyers. If your listing looks rushed or unclear, shoppers will assume your product is too.

Strong visuals and clear formatting aren’t just for aesthetics; they play a critical role in Amazon search optimization, helping your product appear in relevant searches and increasing the likelihood of clicks and conversions.

Many sellers also copy-paste descriptions from other marketplaces like the US, forgetting that Australian buyers have different spelling preferences, measurements, and expectations.

How to avoid it:

Start by testing your listing on a mobile device. Make sure it’s easy to scan, the main image stands out, and key features appear in the first few lines. Use short, benefit-focused bullet points. Stick to Australian English. Invest in clean product images and A+ content. Treat your listing like a storefront; it should look clear, local, and built for trust.

#9 Ignore customer messages and negative feedback

Customer messages and reviews are direct signals from the people who buy your product. Ignoring them is one of the quickest ways to damage your credibility on Amazon. New sellers on Amazon Australia often underestimate how much weight buyers place on seller responsiveness and review ratings.

When messages go unanswered or negative feedback is left unaddressed, it reflects poorly on your brand and affects your chances of winning the Buy Box. In a marketplace where trust plays a huge role, slow or no responses can make customers feel unheard.

Even worse, those frustrated buyers are more likely to leave negative reviews, ask for returns, or never come back. Amazon tracks how sellers handle communication and feedback. If your response rate drops or unresolved complaints pile up, it can impact your performance metrics and long-term visibility.

How to avoid it:

Set up your notifications to make sure you never miss a customer message. Aim to reply within 24 hours, even on weekends. For negative reviews, stay calm, acknowledge the concern, and offer a resolution publicly. 

This shows future buyers that you’re active and care about customer satisfaction. Use buyer feedback to improve your product, listing, or service. Every message is a chance to build trust and improve retention.

#10 Neglecting important dates

Missing key dates on Amazon can quietly eat into your profits without you even noticing. New Amazon Australia sellers often overlook how much timing matters. Whether it’s seasonal sales, shipping cutoffs, Prime Day, or even GST filing deadlines, these moments shape your visibility and revenue. 

If you miss stocking up before a surge in demand or forget to adjust campaigns around big events, you risk losing both ranking and relevance. Many sellers also fail to factor in Australia’s local calendar. Public holidays, shopping trends, and school terms vary from those in the US or UK, yet sellers still plan around overseas timelines. 

Launching a product or running a campaign at the wrong time can lead to poor results, not because your product is weak, but because your timing was off. In e-commerce, every date on your calendar is a decision. Ignore it, and you give your competition a free run.

How to avoid it: 

Use a marketplace-specific calendar that includes Amazon AU promotions, school holidays, public holidays, and retail events. Set reminders at least three weeks in advance for inventory planning and campaign updates. Align stock levels, pricing, and PPC budgets with these events. Review Amazon’s event schedule quarterly so nothing catches you off guard.

Want to start strong and grow with confidence?

Selling on Amazon Australia isn’t just about listing a product, it's about making the right moves from day one. Most setbacks new sellers face come from skipped steps and assumptions. But with the right strategy, those mistakes are easy to avoid. 

When you understand what local customers want, how the platform actually works in Australia, and where sellers often go wrong, you’re already ahead of the curve. If you're serious about building a sustainable Amazon business, you don’t have to figure it all out alone. 

At eStore Factory, our experienced Amazon consultants work closely with new sellers to fine-tune every part of the process from product launch to PPC strategy based on how the AU marketplace works.

Schedule a call today!