How to Sell Courses on Amazon

Selling courses on Amazon can offer a unique avenue to reach a diverse and vast audience, capitalizing on the immense traffic Amazon generates daily.


With various formats available, such as e-books through Kindle Direct Publishing (KDP) or physical media like CDs and DVDs, there are multiple ways to present your educational content.

By converting your online course material into an e-book, you can tap into the market of avid readers looking for new knowledge.

This not only provides a digital format for convenience but also allows for passive income as your course gains traction on the platform.

Getting to Know the Amazon Marketplace

Amazon Marketplace serves as a massive online platform where you can sell a wide array of products, including physical goods, digital items, and in some cases, services.

You won’t be able to directly sell access codes for courses; however, pairing them with eBooks or other qualifying purchases could be your workaround.

When you list a product, your item sits alongside Amazon’s own offerings, as well as those of other third-party sellers. Amazon provides several categories to list your products, which helps target the right customer segments.

Amazon Seller Central Explained

Amazon Seller Central is the web interface used by brands and merchants to market and sell their products directly to Amazon's customers. If you're looking to sell courses on Amazon, you'll be operating as a third-party seller using this platform.

You’ll need to navigate through the various tools and services it offers to manage your listings, interact with customers, track sales, and optimize your Amazon business presence.

Competition on Amazon

Competition on Amazon is fierce, with millions of sellers striving for customers' attention. It's not enough to simply list your product; you must stand out. This means optimizing your product listings with keywords, high-quality images, and compelling descriptions.

Additionally, customer reviews and ratings heavily influence visibility and trust, so they should be a focus of your strategy. Assess the competition within your specific category to tailor your approach effectively, keeping in mind that some categories may be more saturated than others.

Setting Up to Sell Courses on Amazon

Getting your courses up for sale on Amazon requires a solid setup. You'll need to get your Amazon Seller Account ready and understand the essentials of product listing to attract buyers.

Creating an Amazon Seller Account

First things first, you gotta create an Amazon Seller Account. You can choose between two types of accounts:

  • Professional Plan: For those aiming high and planning to sell more than 40 items per month. You'll get access to more selling tools and pay a monthly fee.
  • Individual Plan: Great if you're just starting out or planning to sell fewer items. No monthly fee, but you'll pay per item sold.

To sign up, head over to Amazon Seller Central. Here's the quick rundown:

  1. Go to Amazon Seller Central and click “Register now.”
  2. Fill out the required details like your business name, address, and payment information.
  3. Verify your identity as requested by Amazon.
  4. Choose your plan: go for Professional if you plan to scale quickly, or stick with Individual to ease into things.

Product Listing Essentials

Once you're set up with your account, it's time to list your course. Think of your product listing like the window display of your shop. It’s what gets people to walk in. Here's what you need for a stellar listing:

  • Title: Clear and compelling—include the main benefit or highlight of your course.
  • Description: Describe what your course offers and why it's valuable. Keep it concise but informative—it's about balance.
  • Images: Use high-quality images that represent your course content. It's all about that visual appeal.
  • Keywords: Research and use relevant keywords in your title and description to boost visibility in search results.

Remember, honesty is the best policy when describing your course. Don't overpromise, and avoid embellishments that could mislead customers.

Course Creation and Packaging

Before you begin selling your education content on Amazon, design your course effectively and format it to meet the platform's requirements.

Designing Your Online Course

When it comes to designing your online course, there are key factors you should keep in mind. Your content must be engaging and structured clearly to ensure a smooth learning experience.

Start by outlining your course objectives and breaking the content into manageable sections. If you're creating a video course, make sure the visuals and audio are high-quality to maintain viewer engagement.

For ebooks and audiobooks, focus on clarity, conciseness, and logical progression of ideas.

Formatting Digital Products for Amazon

You'll need to format your digital products suitably for Amazon. Video courses should be compressed without significant loss in quality and should be compatible with common media players.

For ebooks, you’ll use Amazon's Kindle Direct Publishing (KDP), which requires a specific file format (.mobi for Kindle devices and apps). Audiobooks can be sold through Amazon's Audible; they require high-quality audio files and may involve an audition process to ensure they meet standards.

Remember to follow Amazon’s guidelines for each type of digital product to avoid unnecessary hurdles when you're ready to sell.

Publishing and Distribution Channels

When selling courses on Amazon, choosing the right publishing and distribution channel is an important part of the process.

You'll find that Amazon offers specific platforms catering to different formats of your content, including text, video, and audio.

Utilizing Kindle Direct Publishing

Kindle Direct Publishing (KDP) is your go-to for selling ebooks. It's a straightforward platform where you can upload and manage your written course materials.

Once your content is formatted properly, KDP allows you to reach a vast audience of Kindle users. Here's a quick guide on using KDP:

  • Format Your Course: Ensure it's in an ebook format that is Kindle-friendly.
  • Upload to KDP: Follow the step-by-step process to upload your content.
  • Set Your Price: Decide how much you want to charge for your course.

Exploring Amazon Video Direct

With Amazon Video Direct, you can distribute courses as streaming content. This service works a lot like YouTube but gives your content direct exposure to Amazon customers. Keep in mind:

  • Quality Standards: Your videos must meet Amazon's quality and formatting standards.
  • Royalty System: You earn royalties based on hours streamed by Amazon Prime members, rentals, purchases, and ad impressions.

Audiobooks and Audible

Converting your course to an audiobook opens up a new audience on Audible, an Amazon company. Audiobooks are great for learners on the go. Here's how to get started:

  • Create Your Audiobook: Make a professional-quality recording of your course.
  • Upload to Audible: Navigate the submission process through ACX, Amazon's audiobook creation exchange.
  • Royalties: Similar to ebooks, you'll earn royalties based on sales.

Pricing and Royalties

When you're ready to sell your online course on Amazon, understanding how to price your product and how Amazon's royalty system works is crucial for maximizing your earnings.

Determining the Right Price Point

To set the right price for your course, consider your content's value, production cost, and market demand. It's a balancing act—price too high and you might deter potential buyers, too low and you may undervalue your content.

Look at competitors on Amazon to gauge a competitive rate. Also, remember that pricing can affect your placement in Amazon's search results and can be adjusted over time based on customer feedback and sales performance.

Understanding Amazon's Royalty Structure

Amazon has a specific royalty structure that you need to grasp to predict your earnings. If you're using Amazon Video Direct, there are a few monetization options: you can earn through sales or rentals of individual courses or series, earn royalties based on hours streamed, or offer free courses with revenue from advertisements.

Be aware of Amazon's referral fee, which is a percentage of your course's selling price taken by Amazon for their services.

Familiarize yourself with how this fee impacts your profits and how subscriptions might play into your overall revenue on the platform. Keep track of any changes to Amazon's policies to ensure you remain informed about your potential earnings.

Marketing and Promotion

When selling online courses on Amazon, effective marketing and promotion are essential to reaching potential students. You'll want to develop impactful strategies and harness Amazon's built-in marketing tools to elevate your course's visibility.

Effective Marketing Strategies

To catch the eye of potential customers, use dynamic marketing strategies tailored to the Amazon ecosystem.

Start with keyword optimization; craft your course title and description using relevant keywords that potential customers are likely to search for. This way, your course will be more visible in search results.

Create compelling course content that stands out. High-quality images, engaging course previews, and detailed syllabi can persuade shoppers to choose your course over others.

Encourage reviews from your students, as positive feedback increases trust and influences buying decisions.

Be active and engage with your audience through Amazon's own Q&A sections and off-platform on social media and relevant forums. This interaction not only promotes your course but also builds your reputation as an approachable and knowledgeable instructor.

Leveraging Amazon's Marketing Tools

Amazon provides marketing tools specifically for Amazon sellers that you can use to promote your courses.

Make the most of Amazon's Seller University to learn about advertising tactics you can employ directly on Amazon.

Seller University offers a range of instructional videos and resources on various marketing strategies that can help enhance your course's visibility and sales potential.

Set up Amazon pay-per-click (PPC) campaigns to drive traffic to your courses. With PPC, your course can appear in prime spots on Amazon's website, and you only pay when a potential customer clicks on your ad.

Regularly monitor the performance of your campaigns and adjust your strategies for better results.

Frequently Asked Questions

Here's the answers to some common questions about getting started, marketing effectively, pricing courses, and complying with Amazon's requirements for listing.

What are the steps to start selling courses on Amazon?

To begin selling courses on Amazon, set up an Amazon Seller Account on Amazon Seller Central where you can manage your business and store.

Conversion of your online course material into a format suitable for Amazon, like an ebook for Kindle Direct Publishing, or a physical format such as CDs, DVDs, or Flashdrives is recommended.

What are the best practices for marketing courses on the Amazon platform?

Marketing your courses effectively on Amazon involves utilizing Amazon’s advertising tools, such as pay-per-click (PPC) campaigns, and optimizing your product listings with SEO best practices.

Ensure high-quality course images and compelling descriptions that accurately represent your content.

How can I price my courses competitively on Amazon?

When pricing your courses on Amazon, research the competition to ensure your prices are competitive. Consider your costs, the value you offer, and the target audience's willingness to pay. Periodic pricing adjustments may be necessary based on feedback and sales data.

What are the requirements for listing a course on Amazon?

Amazon requires you to have a seller account and to comply with all applicable laws and Amazon policies.

Your course material should be formatted correctly, whether it's for digital consumption through Kindle Direct Publishing or as a physical product. Ensure your listing adheres to Amazon's quality guidelines and content policies.

Rich Kainu

Article by

Rich Kainu

Rich Kainu is the founder and a main contributor to Deal In Digital. He has over 12 years of experience in digital product creation, sales, and marketing as well as content creation strategies..

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