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Selling on AAFES (The Exchange)

Interested in selling via AAFES (The Exchange)? Then you’ve come to the right place. In the table of contents below you can see (and click on) what we will cover in this article.

Why sell through AAFES (The Exchange)?

AAFES, also known as The Exchange, is a renowned platform for selling a wide range of products. With a rich history dating back several decades, it has established itself as a trusted marketplace for both sellers and buyers. AAFES offers sellers a unique opportunity to showcase their products to a diverse customer base, allowing them to reach a larger audience and increase their sales potential. Through its efficient and reliable platform, sellers can easily list their items and connect with interested customers, ensuring a seamless selling experience.

Advantages of selling through AAFES (The Exchange) via e-tailize

  • Access to a large customer base.
  • Increased visibility and brand exposure.
  • Potential for higher sales and revenue.
  • Trusted and reputable platform for selling.
  • Opportunity to reach military personnel and their families.
  • Competitive pricing and discounts for customers.
  • Supportive and reliable customer service.
  • Simplified logistics and shipping processes.

Fully integrate AAFES (The Exchange) with your systems

Do you want to manage AAFES (The Exchange) and any future or current marketplaces in one place? At e-tailize you can accommodate the following functionalities:

  • Sell ​​on marketplaces across Europe (over 100 integrations)
  • Centralized order management (automatic & manual)
  • Centralized inventory management
  • Full PIM system specifically designed for marketplaces
  • Easily place products on marketplaces from one screen
  • Integration with all kinds of fulfillment software (e.g. MyParcel or Picqer)
  • Connection with the well-known CMS platforms (Shopify, WooCommerce and more)
How do you sell on AAFES (The Exchange)?
Step 1
Register your business

To sell on AAFES (The Exchange), you need to have a registered business. Ensure that you have all the necessary legal documentation and information required to register your business with AAFES.

Step 2
Create an account on AAFES (The Exchange)

Once your business is registered, you need to create an account on AAFES. Provide all the required details and follow the registration process to set up your account successfully.

Step 3
Set up an e-tailize account

To effectively manage your sales on AAFES, it is recommended to create an e-tailize account. This platform will help you streamline your inventory management, order processing, and other essential aspects of selling on AAFES.

Step 4
Upload your products using e-tailize

After setting up your e-tailize account, you can start uploading your products to AAFES. Utilize the e-tailize platform to efficiently manage and synchronize your product listings across all your marketplaces, including AAFES.

Step 5
Optimize and monetize with e-tailize

To maximize your sales potential on AAFES, leverage the ‘Analyze’ and ‘Advertize’ modules provided by e-tailize. These tools will help you optimize your product listings, analyze customer behavior, and advertise your products effectively, ultimately driving more sales on AAFES.

Possible Problems and Challenges

Knowledge | Quite a bit of knowledge is needed to be able to compete well with current sellers on AAFES (The Exchange). That’s where an analytical tool like e-tailize can help you. Our dashboard gives you the insights and pointers you need to take the fight.

Errors | It is important that you as a seller keep your performance score as high as possible. Stable stock synchronization and reliable order forwarding are therefore critical. In addition, you also want to be able to efficiently process a high number of returns. With a tool like e-tailize you can be sure that there are no (synchronization) errors between your marketplaces, webshop(s), fulfillment parties, and the PIM system.

Scaling | When you have AAFES (The Exchange) under control, you want to expand the number of channels – and thus your reach. If you import your products into a PIM system, you can also upload the products to other marketplaces in addition to AAFES (The Exchange). In addition, you have immediately arranged your order management and stock synchronization.

What categories do you have through AAFES (The Exchange)

The main categories you can sell on AAFES (The Exchange) are:

  • Electronics
  • Appliances
  • Home and Furniture:
  • Clothing and Accessories
  • Beauty and Personal Care
  • Sports and Fitness
  • Toys and Games
  • Automotive
  • Outdoor and Recreation
  • Health and Wellness
The Buy Box
The Buy Box
When several partners offer the same product, one of the partners is featured in 'het koopblok' or the Buy Box. That's because this partner has the best offer in terms of price, delivery time, and service. Most sales are made through the Buy Box. So it is essential to win this. A common tactic to always win the Buy Box is to set up your own brand with unique EANs. If you are the only provider of a product, you will always win the Buy Box. AAFES (The Exchange) should aim to win the Buy Box by offering the best price, delivery time, and service compared to other partners. By integrating their brand and unique EANs, AAFES can increase their chances of winning the Buy Box consistently.

Seller Rating
Seller Rating
Your ability to get a high score on the 'service' aspect (named in the Buy Box section) depends entirely on your Seller Rating. Your Seller Rating is determined based on how well you meet AAFES (The Exchange)'s terms of service. Below this block you can find some of the conditions AAFES (The Exchange) will measure.

The costs & conditions

As a seller on AAFES (The Exchange), there are certain fees and commissions that you need to be aware of. AAFES charges a commission fee based on the total sales price of your items, which can vary depending on the category. Additionally, there might be additional fees for services like storage, advertising, or promotions. It is important to carefully review the fee structure and understand the financial implications before listing your products on AAFES.

Selling conditions on AAFES (The Exchange) include:

  • Time for returns: AAFES allows customers to return items within 30 days of purchase, provided they are in their original condition and packaging.
  • Delivered on time percentage: Sellers are expected to maintain a high level of on-time delivery performance. AAFES sets a target for sellers to achieve a certain percentage of on-time deliveries.
  • Customer question response time: Sellers are required to respond to customer questions or inquiries within a specified timeframe, typically within 24 hours.
  • Maximum delivery time: AAFES sets a maximum delivery time frame that sellers must adhere to. This ensures that customers receive their orders within a reasonable period.
  • Product condition and accuracy: Sellers are responsible for ensuring that the products they sell on AAFES are of high quality and authentic. Counterfeit or substandard items are strictly prohibited.
  • Compliance with AAFES policies: Sellers must comply with all AAFES policies, including those related to product listings, pricing, and customer service. Failure to comply may result in penalties or suspension of selling privileges.

Learn how to sell on AAFES (The Exchange)

To learn how to sell on AAFES (The Exchange), you can follow these steps:

  • Research AAFES: Start by understanding what AAFES is and what it offers. The Exchange is a retail store chain that provides goods and services to military personnel, retirees, and their families. Familiarize yourself with their mission, target audience, and the types of products they typically sell.
  • Determine eligibility: AAFES has specific eligibility requirements for vendors. Typically, you must be a registered business entity, have a Federal Tax ID number, and meet certain criteria. Visit the AAFES website or contact their vendor management department to determine if you meet the eligibility requirements.
  • Prepare your products: Ensure that your products align with AAFES’ target market and are suitable for military personnel and their families. Consider the unique needs and preferences of this customer base. Ensure your products meet any specific requirements or regulations set by AAFES.
  • Register as a vendor: Visit the AAFES website and navigate to their vendor registration page. Follow the instructions to complete the registration process. You may need to provide information about your business, products, and financials. Be prepared to submit any necessary documentation, such as licenses, certifications, or product samples.
  • Attend vendor training: AAFES may offer vendor training programs or workshops to help you understand their processes, requirements, and expectations. Take advantage of these opportunities to learn about their policies, pricing, and marketing strategies. This will help you align your business with AAFES’ standards and increase your chances of success.
  • Submit a proposal: Once registered, you may need to submit a proposal outlining your products, pricing, and terms. This proposal will be evaluated by AAFES, and if approved, you will be granted the opportunity to sell your products through their stores or online platforms.
  • Fulfill requirements: If your proposal is accepted, you will need to fulfill any additional requirements set by AAFES. This may include meeting specific packaging, labeling, or shipping standards. Ensure that you comply with all the necessary guidelines to maintain a successful partnership with AAFES.
  • Maintain a strong relationship: Once you start selling on AAFES, focus on building a strong relationship with their vendor management team. Stay updated on their policies, promotions, and any changes that may affect your business. Provide excellent customer service and promptly address any issues or concerns raised by AAFES or their customers


In conclusion, selling on AAFES (The Exchange) can be a lucrative opportunity for businesses looking to reach a wide customer base and tap into the military market. With a diverse range of product categories and a trusted brand, AAFES provides a platform for sellers to showcase and sell their products to a large audience. However, there are challenges and requirements that sellers need to be aware of, such as maintaining high performance scores, meeting delivery and response time targets, and ensuring product quality and authenticity. This is where e-tailize can be a valuable tool. With its integrated functionalities, e-tailize can help sellers streamline their selling process, manage inventory and orders efficiently, and optimize product listings to maximize sales potential. By utilizing e-tailize, sellers can overcome knowledge gaps, minimize errors, and scale their business across multiple channels. Overall, selling on AAFES with the support of e-tailize can provide sellers with increased sales opportunities, access to a trusted brand, higher profit margins, and a user-friendly platform for successful selling.

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Ricardo Rubino
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