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Key Responsibilities and Required Skills for Amazon Marketplace Manager

💰 $ - $

E-commerceMarketplaceAmazonRetailDigital Marketing

🎯 Role Definition

The Amazon Marketplace Manager is a cross-functional e-commerce leader responsible for planning and executing marketplace strategy on Amazon (Seller Central, Vendor Central, FBA). This role owns catalog and content optimization, advertising (PPC) performance, inventory forecasting, pricing and promotions, account health and compliance, and data-driven commercial growth. The ideal candidate combines hands-on Amazon platform expertise with strong analytical skills, vendor/agency management, and experience scaling sales and margin in a fast-moving retail environment.

📈 Career Progression

Typical Career Path

Entry Point From:

  • E-commerce Coordinator or Specialist (Amazon-focused)
  • Digital Marketing Manager (PPC/Social)
  • Category/Account Manager (Retail or Marketplace)

Advancement To:

  • Senior Amazon / Marketplace Manager
  • Head of Marketplaces / Director of E‑commerce
  • Director of Retail / VP of E‑commerce

Lateral Moves:

  • Amazon Vendor Manager
  • E‑commerce Category Manager
  • Growth Manager / Channel Manager

Core Responsibilities

Primary Functions

  • Develop and execute the Amazon channel strategy (Seller Central and/or Vendor Central), setting quarterly and annual revenue, margin, and traffic targets while aligning tactics to overall brand and retail goals.
  • Own day-to-day management of Seller Central / Vendor Central accounts including catalog health, ASIN creation and maintenance, listing optimization, and FBA/inventory configuration to maximize sales velocity and conversion.
  • Create, implement, and optimize Amazon Advertising (Sponsored Products, Sponsored Brands, Sponsored Display, DSP) campaigns, managing budgets, bids, keywords, audiences and ROAS to meet CAC and profitability targets.
  • Maintain and optimize product detail pages (titles, bullet points, A+ / Enhanced Brand Content, images, videos, backend search terms) using keyword research and conversion best practices to improve organic rank and CTR.
  • Lead pricing strategy and dynamic repricing initiatives to protect margin, maintain Buy Box percentage, enforce MAP, and respond to competitive price moves using repricing tools and competitive intelligence.
  • Forecast inventory demand and manage replenishment plans for FBA and 3PL, working with supply chain and operations to prevent stockouts, overstock, and stranded inventory while optimizing working capital.
  • Monitor account health metrics (policy violations, performance notifications, customer service metrics, A-to-Z claims), implement remediation plans, and maintain compliance with Amazon policies and brand registry.
  • Design and run A/B tests (creative, content, price, promotions) to measurably improve conversion rates, using controlled experiments and statistical analysis to recommend scalable changes.
  • Build and present weekly/monthly performance dashboards and executive-level business reviews (sales, margin, traffic, ACOS, TACoS, conversion, CTR) using Excel, SQL, Looker/Tableau/Power BI.
  • Manage seasonal and promotional calendars (Prime Day, Black Friday, Lightning Deals, coupons) including deal submissions, inventory allocation, margin modeling and post-event analysis to maximize ROI.
  • Coordinate with product, merchandising and supply chain teams on new product launches, commercial terms, packaging, GTIN/UPC/ASIN compliance, and retail readiness checks to ensure successful listings.
  • Lead content operations for A+ Content, Amazon Stores, and Brand Registry activities, ensuring consistent brand voice, high-quality creative assets and SEO alignment across the catalog.
  • Negotiate commercial terms, programs and co-op opportunities with Amazon account managers and third-party partners; escalate and resolve escalations and contractual issues as needed.
  • Manage external agencies and vendors for advertising, content creation, listing optimization and translation/localization, setting KPIs, monitoring deliverables and ensuring cost-effective execution.
  • Conduct ongoing keyword research and search optimization using tools like Helium 10, Jungle Scout, Sellics or Seller Labs to improve organic ranking and discoverability across category search queries.
  • Implement review generation and reputation management processes (product inserts, follow-up flows, negative feedback remediation) while adhering to Amazon policies and long-term brand protection strategies.
  • Analyze product-level P&L and margin drivers, identify opportunities to improve profitability (cost reduction, bundling, product mix) and drive lifecycle strategies for aging SKUs.
  • Manage international Amazon marketplace expansion (EU, CA, MX, AU) and localization projects including VAT/tax considerations, translation, international logistics and country-specific listing optimizations.
  • Track and defend against counterfeit and IP issues; collaborate with Legal and Brand Protection teams to file takedowns and implement Amazon Project Zero/Transparency where appropriate.
  • Implement and maintain Amazon API (MWS / SP-API) integration points and automated workflows for inventory sync, pricing updates and order management to reduce manual work and errors.
  • Conduct competitive marketplace intelligence, monitor category trends, and produce actionable recommendations for assortment, bundling, and private-label opportunities.
  • Own the launch and lifecycle strategy for new ASINs: gating, initial ad spend, early reviews strategy, inventory ramp, and post-launch optimization to achieve sustainable rank and profitability.
  • Establish SOPs, playbooks and training materials for internal teams and cross-functional partners to scale marketplace operations and ensure consistent execution.
  • Proactively evaluate new Amazon features and beta programs (Subscription, Amazon Business, FBA New Selection) and recommend strategic adoption to drive growth and operational efficiency.

Secondary Functions

  • Support ad-hoc cross-functional initiatives such as marketplace-specific packaging changes, regulatory compliance updates and promotional partnerships.
  • Train and mentor junior e-commerce or marketplace specialists, develop knowledge-sharing sessions and document best practices for catalog, advertising and analytics.
  • Serve as the primary liaison between marketing, product, operations and finance to resolve inventory, pricing, and content gaps that impact Amazon performance.
  • Work with creative and content teams to brief image, video and A+ builds that align with Amazon’s image and content requirements and improve conversion.
  • Run periodic account audits (catalog, pricing, compliance, advertising) and lead remediation projects to improve platform health and long-term channel sustainability.
  • Coordinate crisis response for listing suppressions, account suspensions or policy disputes and lead root cause analysis and preventative actions.
  • Manage relationships with 3PL partners and logistics teams to optimize inbound shipment planning, FBA prep, and returns handling specific to Amazon processes.
  • Assist in tax, compliance and invoicing coordination for Vendor Central accounts and support finance to reconcile Amazon settlements and chargebacks.

Required Skills & Competencies

Hard Skills (Technical)

  • Deep working knowledge of Amazon Seller Central and Vendor Central operations and best practices.
  • Hands-on experience with Amazon Advertising platforms: Sponsored Products, Sponsored Brands, Sponsored Display, and DSP.
  • Proven listing optimization skills: product titles, bullets, images, A+ / EBC, storefronts and backend search terms.
  • Experience with FBA inventory management, inbound planning, stranded inventory resolution and multi-node fulfillment strategies.
  • Proficient in PPC campaign management, bid strategies, keyword match types, negative keyword management and bid automation.
  • Data analysis proficiency: advanced Excel (pivot tables, VLOOKUPs, array formulas), SQL for ad hoc queries and product-level analysis.
  • Familiarity with BI and dashboard tools (Tableau, Looker, Power BI, Google Data Studio) to build executive reports and automated KPIs.
  • Competence with marketplace tools: Helium 10, Jungle Scout, Sellics, SellerLabs, Feed optimization tools and repricers.
  • Experience integrating with Amazon APIs (MWS / SP‑API) and ETL/data pipelines for inventory, pricing and order synchronization.
  • Pricing and margin optimization experience, including repricing tools and elastic demand analysis.
  • A/B test design and conversion rate optimization experience for product content, images and promotions.
  • Knowledge of brand protection tools (Project Zero, Transparency) and ASIN-level counterfeit mitigation strategies.
  • Familiarity with international marketplace requirements, VAT/GST and localized listing best practices.
  • Basic HTML/CSS for storefront and A+ content formatting and rapid troubleshooting.

Soft Skills

  • Highly analytical mindset with a talent for turning data into prioritized commercial action.
  • Strong project management and organizational skills; able to manage concurrent launches and seasonal programs.
  • Excellent cross-functional communication and stakeholder management with commercial, supply chain, legal and creative teams.
  • Results-driven, entrepreneurial orientation with a bias for testing and iterative improvement.
  • Strong negotiation skills and confidence in vendor, partner and Amazon stakeholder discussions.
  • Attention to detail and process-oriented approach to prevent listing and operational errors.
  • Adaptability and resilience in a fast-changing marketplace environment and frequent policy updates.
  • Customer-centric mindset with an emphasis on customer experience and review management.
  • Leadership and coaching aptitude to scale junior team members and external agencies.
  • Problem-solving and escalation management under time-sensitive account health or logistics incidents.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's degree in Business, Marketing, Supply Chain, Economics, or a related field — or equivalent practical experience managing Amazon/marketplace channels.

Preferred Education:

  • MBA or Master’s in Marketing/Analytics; Amazon Advertising certification, Google Analytics certification or specialized e-commerce certifications are a plus.

Relevant Fields of Study:

  • Marketing
  • Business Administration
  • Supply Chain / Logistics
  • Economics
  • Data Analytics / Computer Science

Experience Requirements

Typical Experience Range:

  • 3–6 years of progressive experience in e-commerce, marketplace management, or digital marketing with direct hands-on experience managing Amazon accounts.

Preferred:

  • 5+ years managing Amazon Seller Central and/or Vendor Central accounts, demonstrated track record growing revenue and profitability, experience with international marketplaces, hands-on PPC and catalog optimization, and prior responsibility for P&L, budgets or headcount.
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