Shoe Selling 101

First of all, thank you for your interest in the shoe list.

To set proper expectation of this shoe list, please carefully review the following guidelines:


Brand Restrictions

In general, newer shoe sellers tend to find restrictions on selling popular shoe brands, Nike, Adidas and so on. The good news is that not all brands are restricted and it will take some efforts to find out which brands are open to you and it’s worth noting that this varies from seller to seller. Amazon tends to open up more shoe brands for sellers to sell if they continue to sell more items and maintain excellent seller performance metrics. In light of this, newer shoe sellers should check brand restrictions on regular basis and over time, many sellers find more brands are no longer restrictive. If you have financial resources and want to get ungated in certain brands within a shorter period of time, please reach out to me and I can connect you to the right service to have it done.

Sales Ranks

Since Jan.26, 2017, Amazon has rolled the shoe category under the bigger Clothing Shoes & Jewelry category. As a result, the sales rank for shoes all appear to be much higher than before. The shoe list has now adopted a new 200K (vs. previous 30K) sales rank as the default upper limit. Shoes have variations and all these variations of a model  share a single sales rank.


Shoes come in variations. Popular sizes for men are 9 – 12, with half sizes in between. For women, it’s 7 – 10. For kids, size 10 – 12, then 1 – 3. For shoe width, Medium. At the beginning, stay with popular sizes.


Tools exists to help make better buying decisions while saving time in sourcing. One tool I highly recommend is RevSeller, a chrome extension that provides you with essential data for shoe sourcing.


Shoes are expensive to source, e.g. avg. buy cost is $45 for shoes on the list. Every shoe comes in different sizes and colors, so the buying cost can really easily add up! That means one would need sizable capital to begin with. $1K monthly budget is recommended for any attempt to create consistent income stream from this category.


Be prepared for selling a pair of shoes in 2 – 3 months, sometimes even a bit longer. Shoes take time to sell. One should not expect fast return on shoes. Other categories will be more appropriate if fast ramp-up in capital is the main focus. Be prepared to spend at least 6 months to ramp up in number of SKU and QTY.


Shoes has a nominal 12%-15% return rate, higher than any other category. 90%+ of the return will be put back on shelf to be sold as new, but there is a $6 return fee associated with every return. Personally I have had return rate as high as 25% and they were mostly due to fitting issue. Return also means delaying in time for the shoe to be sold.


The shoe list is not a “hand you the fish” list, so in order to generate consistent income from selling shoes, one needs to learn how to source and sell and not be discouraged when some shoes are not selling as expected. One needs to learn how to evaluate the finds on the shoe list according to one’s own goal and criteria. The list only aims to save one’s time in finding shoes that have high profitability potential.

Now or Later

One should have been actively selling on Amazon for at least 6 months. Think of selling shoes as an advanced level of selling on Amazon. One should consider and invest in some kind of personalized coaching if one is serious about staying in selling shoes for the long haul.


Re-invest the profit in sourcing more shoes can accelerate your growth.


I’ve done multiple webinars on shoe selling and you will find them helpful as you learn. They were done over the years, but many aspects on shoe selling are still very much relevant today.

Webinar #1

Webinar #2

Webinar #3


Now, after reviewing above guidelines, if you still think the shoe list is a good fit for you, please sign up for a plan that best suits your need and I look forward to working with you on the inside!