How to sell on Amazon
Listing requirements, feed specifications, and optimization tips for Amazon.
What is Amazon?
Amazon is the world's largest online marketplace, operating marketplaces in more than 20 countries. Amazon provides unparalleled reach for brands and retailers looking to scale their e-commerce operations. The platform supports both first-party (1P, Vendor Central) and third-party (3P, Seller Central) selling models, giving businesses flexibility in how they list and fulfill their products.
Listing products on Amazon requires adherence to strict product data standards. Amazon's catalog system is built around ASINs (Amazon Standard Identification Numbers), and every product must be matched to an existing ASIN or have a new one created. Sellers must provide detailed product information including titles, bullet points, descriptions, high-quality images, and valid product identifiers such as UPC, EAN, or ISBN. The platform's A9 search algorithm heavily weighs product data quality when determining search ranking, making accurate and optimized listings essential for visibility and sales performance.
Amazon offers a robust ecosystem of seller tools including Fulfillment by Amazon (FBA), Amazon Advertising (Sponsored Products, Brands, and Display), Brand Registry, A+ Content (Enhanced Brand Content), and the Amazon Brand Analytics dashboard. For product data management, Amazon supports inventory file uploads via flat files (tab-delimited text), XML feeds through the Marketplace Web Service (MWS) and its successor the Selling Partner API (SP-API), as well as direct entry through Seller Central. Integrating a PIM system with Amazon enables sellers to maintain consistent, high-quality product data across all their Amazon storefronts while significantly reducing listing errors and update turnaround times.
At a Glance
How to sell on Amazon, step by step
To sell on Amazon you need three things: a verified seller account, a selling plan that fits your volume, and product data that meets Amazon's listing rules. This guide walks through each one in the order you will meet them, with the fee structure, the data Amazon checks and a plan for your first listings.
What you need to open a seller account
You register in Seller Central. Amazon's registration guide asks you to have these ready before you start:
- A government-issued ID
- An email address for the account
- An internationally chargeable credit card
- A bank account and routing number for your payouts
- A business license or registration
- Proof of residential address from the last 180 days, such as a bank or credit card statement
- Your tax information
Amazon then verifies your identity: you upload your ID and proof of address, and either take a photo of your face with your ID or join a video call with an Amazon associate. Amazon says verification usually takes three business days or less.
Selling plans and fees
Amazon has two selling plans. You pay the plan fee plus selling fees on every sale.
| Individual | Professional | |
|---|---|---|
| Plan fee | $0.99 per item sold | $39.99 per month |
| Best for | A few items a month | Sellers who list and sell regularly |
| Referral fee | Per category, on every sale | Per category, on every sale |
The referral fee is a percentage of the total sales price or a minimum amount, whichever is greater. The percentage depends on the category: Amazon's pricing page lists rates from 3% to 45%, and most categories have a $0.30 minimum. Media items also carry a $1.80 closing fee per item.
If Amazon stores and ships your products (Fulfillment by Amazon, FBA), you pay fulfillment and storage fees on top. Amazon publishes them on a separate FBA page and offers a Revenue Calculator to compare FBA with shipping orders yourself. Fees change, so check the official pricing page before you set prices.
Match an existing listing or create a new one
Amazon has one product page per product, identified by an ASIN. If the product you sell already has a page, you add an offer to it: your price, quantity, condition and fulfillment method. The page content belongs to the catalog, not to you.
If the product is new to Amazon, you create the ASIN yourself. Most categories ask for a product ID such as a UPC or EAN (GTIN). Brands that make products without a GTIN can apply for a GTIN exemption. Brand owners can also enroll in Brand Registry, which unlocks A+ Content and more control over the product page.
The product data Amazon checks
A new listing needs complete, consistent data. These are the fields that most often decide whether it goes live and gets found:
- Title: brand, product type, key feature, size or color. From July 27, 2026, Amazon caps titles at 75 characters, spaces included, in every category except media.
- Bullet points: up to five short benefits and specs. Keep claims you cannot prove out of them.
- Description: plain, factual text about use, materials and what is in the box.
- Images: a main image of the product alone on a pure white background, plus extra images for angles, details, scale and use.
- Product type and browse node: pick the most specific category, because it decides which attributes Amazon requires.
- Attributes: the category-specific fields, such as material, size, color, voltage or age range.
- Backend search terms: synonyms and spellings that do not fit in the title.
The exact field lengths and formats are in the listing requirements table further down this page.
Fulfillment by Amazon or ship it yourself?
You choose per offer how orders are shipped.
| Fulfillment by Amazon (FBA) | Fulfilled by merchant (FBM) | |
|---|---|---|
| Storage and shipping | Amazon, from its fulfillment centers | You, or your own logistics partner |
| Customer service and returns | Amazon handles them | You handle them |
| Prime badge | Eligible | Only through Seller Fulfilled Prime |
| Costs | FBA fulfillment and storage fees | Your own shipping and warehouse costs |
| Fits | Small, fast-selling products | Large, heavy or slow-moving products |
A plan for your first 30 days
Sellers who start with clean data spend less time fixing suppressed listings. A simple order of work:
- Week 1: register, pass verification and choose a selling plan.
- Week 1: pick 5 to 10 products and collect their GTINs, images, dimensions and weights.
- Week 2: check which products already have an ASIN, and write titles, bullets and descriptions for the ones that do not.
- Week 2: list the products, choose FBA or FBM per product and set your prices with the referral fee included.
- Weeks 3 and 4: fix any listing errors in Seller Central, then add the next batch of products.
Amazon listing optimization checklist
Once a listing is live, optimization is about two things: being found for the searches that matter and converting the shoppers who land on the page. Work through this checklist per product, starting with the products that already sell.
- Title: lead with brand and product type, then the one attribute shoppers filter on. Stay within 75 characters and drop words that repeat the brand or say nothing, such as "best" or "high quality".
- Bullet points: one benefit per bullet, backed by a spec. Answer the questions shoppers ask in reviews and Q&A before they need to ask.
- Images: a clean main image on pure white, then angles, a detail shot, a scale shot next to a familiar object and the product in use. Every image should answer a question the text does not.
- Category and attributes: check the product type and browse node, then fill every recommended attribute, not only the required ones. Filters on Amazon run on attributes.
- Backend search terms: add synonyms, alternative spellings and other-language terms that are not in the title or bullets. Do not repeat words or add competitor brands.
- A+ Content: if you are brand registered, add comparison charts and feature modules to your best sellers. See the A+ Content guide for the module types.
- Variations: group sizes and colors under one parent so reviews and traffic are shared, with a clear variation theme.
- Reviews and returns: read the return reasons and low reviews every month, and fix the listing text that set the wrong expectation.
- Consistency: price, stock and content should match across your own shop and Amazon, so the listing never contradicts the page a shopper compares it with.
Change one thing at a time on a product that sells, and compare sessions and conversion in Seller Central's Business Reports before and after, so you know which change worked.
Where WISEPIM fits
WISEPIM has no Amazon connection: it does not log in to Seller Central and you still upload to Amazon yourself. It helps you get the product data right before you do:
- The Amazon rule pack in Quality Guard checks every product for a name, description, price and SKU, a GTIN or a brand plus MPN, a title of at most 75 characters and at least one image. It warns on short titles, thin descriptions and fewer than four images.
- Channel Readiness scores your catalog on the fields Amazon asks for and lists the products that miss them.
- The Marketplace Description (Amazon-style) writing style writes copy shaped for Amazon listings, and AI translation covers 70+ languages if you sell on other Amazon stores.
- The WISEPIM browser extension imports products from Amazon pages, for example a supplier's listings, with images, specs and the source URL.
Sources
Checked on Oct 11, 2026
Amazon Listing Requirements
Required and optional fields for product listings on this marketplace
The product title is the most important element for search visibility. It must follow Amazon's title formula and should not contain promotional phrases, all caps, or special characters like HTML tags. Each word should be capitalized except for articles, prepositions, and conjunctions.
Sony WH-1000XM5 Wireless Noise Cancelling Over-Ear Headphones - BlackBullet points (key product features) appear prominently on the product detail page. Each bullet should highlight a unique selling point, starting with a capitalized benefit statement. Avoid using promotional language, pricing, or shipping information. Focus on features, materials, dimensions, and use cases.
INDUSTRY-LEADING NOISE CANCELLATION - Two processors control 8 microphones for unprecedented noise cancellationThe product description provides a detailed overview of the item. Brand-registered sellers should use A+ Content instead, which supports rich media layouts with images and comparison charts. Descriptions must not include seller contact information, URLs, or time-sensitive language.
Experience the next level of silence with the Sony WH-1000XM5. Featuring two processors controlling eight microphones, these headphones deliver industry-leading noise cancellation...The main image must feature the product on a pure white background with no text, logos, watermarks, or additional objects. The product should fill at least 85% of the image frame. Additional images can show the product in use, highlight key features, display dimensions, or include infographics. High-resolution images enable the zoom function, which significantly increases conversion rates.
Main image: product on pure white background (RGB 255,255,255). Additional: lifestyle, infographic, scale, packagingThe standard listing price for the product. Amazon monitors pricing to ensure competitiveness and may suppress listings with prices significantly higher than other channels. The price must be a positive number and include up to two decimal places. Sellers can also set sale prices, business prices, and quantity discounts.
29.99The brand name must match exactly across all listings for the same brand. For Brand Registered sellers, the brand name must match the enrollment in Amazon Brand Registry. Generic or unbranded products should use the seller's own brand or list as 'Generic' where applicable.
SonyA valid product identifier is required to create new product listings on Amazon. The barcode must be purchased from GS1 or an authorized distributor. Amazon verifies the authenticity of GTINs against the GS1 database. Brand-registered sellers may apply for a GTIN exemption for private-label or handmade products.
0123456789012Products must be assigned to the most specific category using Amazon's Browse Tree Guide (BTG). Correct categorization ensures products appear in relevant browse and search results. Amazon regularly updates its category taxonomy, and some categories are gated, requiring approval before listing.
172541 (Electronics > Headphones > Over-Ear Headphones)Backend search terms are hidden keywords that help products appear in relevant searches without cluttering the visible listing. Do not repeat words already in the title, brand, or bullet points. Avoid competitor brand names, ASINs, or misleading terms, as this violates Amazon's policies and can result in listing suppression.
wireless bluetooth headset noise-cancelling audiophile travel commuteVariation listings group related products (e.g., different sizes or colors) under a single parent ASIN. This consolidates reviews and sales rank, improving search visibility. Each child listing must have unique product identifiers and images. The variation theme (Size, Color, SizeName-ColorName) must match the allowed themes for the product category.
Parent ASIN: B0CX12345 with child variations: Black (B0CX12346), Silver (B0CX12347), Blue (B0CX12348)Free tool
Draft a product description
Enter a product name, brand and key features. You get a first draft of the description, highlights and a meta description to edit.
Amazon Product Feed
Feed Format
Tab-delimited flat file, XML, JSON (SP-API)
How to send your product data to this marketplace
Amazon supports multiple feed formats for product data submission. The most common method is through inventory file templates (flat files), which are category-specific tab-delimited spreadsheets available for download from Seller Central. For automated integrations, the Selling Partner API (SP-API) accepts JSON payloads and provides programmatic access to listing creation, updates, inventory management, and order processing. The legacy Marketplace Web Service (MWS) XML feeds are being phased out in favor of SP-API but remain operational for existing integrations.
Accepted File Types
Amazon Category System
Amazon's Browse Tree Guide (BTG) is the category taxonomy used to organize all products on the marketplace. Each category is identified by a unique Browse Node ID, and products must be assigned to the most specific (leaf) node applicable. The BTG is marketplace-specific, meaning category structures and node IDs differ between Amazon.com, Amazon.co.uk, Amazon.de, and other storefronts. Some categories are gated and require sellers to obtain approval before listing, particularly in categories like Fine Jewelry, Watches, Grocery, and Health & Personal Care.
Mapping Tips
Product Data Specifications
Exact requirements for product titles, descriptions, images, and pricing
Product Titles
Requirements
Best Practices
- Follow the Amazon title formula: Brand + Sub-Brand/Collection + Model + Key Feature + Product Type + Pack Size
- Put the brand, product type and key feature in the first words, so the title still reads well where search results shorten it
- Include the most important keywords naturally within the title for search algorithm relevance
- Test your title on mobile devices to ensure it reads well when truncated
- Avoid keyword stuffing. Amazon penalizes titles that appear spammy or unreadable
Product Descriptions
Requirements
Best Practices
- Lead with the most compelling product benefit or unique selling proposition
- Use A+ Content to create rich, visual descriptions with comparison charts, lifestyle images, and brand storytelling
- Include relevant keywords naturally throughout the description to support organic search ranking
- Address common customer questions and concerns proactively in the description
- Amazon reports that Basic A+ Content can lift sales by up to 8% and Premium A+ Content by up to 20%. Prioritize it for top-selling ASINs
Product Images
Requirements
Best Practices
- Include at least 6 images: main product, back/side views, lifestyle/in-use, infographic, scale/dimensions, packaging
- Use infographic images to highlight key features, specifications, and differentiators
- Add a product video to showcase the product in action, increasing engagement and conversion
- Ensure images are consistent across all variation child listings (color-accurate, same style)
- Optimize image file names with relevant keywords before uploading for potential SEO benefit
Pricing & Offers
Requirements
Best Practices
- Monitor competitor pricing regularly. Amazon's Buy Box algorithm considers price as a major factor
- Use Amazon's Automate Pricing tool to set rules that automatically adjust prices to stay competitive
- Set up quantity discounts and business pricing to capture B2B sales through Amazon Business
- Factor in FBA fees, referral fees, and shipping costs when setting your price to maintain healthy margins
- Avoid frequent large price changes, which can trigger Amazon's pricing alerts and potentially suppress listings
Common Listing Rejections on Amazon
Avoid these common mistakes that get product listings rejected or hidden from shoppers
Invalid or unverified product identifier (UPC/EAN/GTIN)
Purchase genuine GTINs from GS1 (gs1.org) and ensure the barcode is registered to your brand. If you are a brand-registered seller, apply for a GTIN exemption through Brand Registry. Verify your barcode using the GS1 GTIN verification tool before submitting.
Main image does not meet requirements (non-white background, text overlay, or watermarks)
Re-shoot or edit the main image to have a pure white background (RGB 255,255,255). Remove all text, logos, watermarks, and props. Ensure the product fills at least 85% of the frame and the image is at least 1000x1000 pixels.
Title contains promotional language, special characters, or exceeds character limit
Remove all promotional phrases (e.g., Best Seller, Free Shipping, Sale, Discount), HTML tags, and special characters from the title. Keep the title at 75 characters or fewer, spaces included (media titles are exempt), and follow Amazon's title formula: Brand + Model + Key Feature + Product Type. Use proper title case.
Listing in a gated or restricted category without approval
Check Amazon's category requirements in Seller Central under Add Products. Apply for category approval by submitting the required documentation such as invoices from authorized distributors, product safety certifications, or brand authorization letters. Processing can take 1-4 weeks.
Product variation setup is incorrect or uses an invalid variation theme
Download the valid values for your product category from the category-specific flat file template. Ensure you are using a supported variation theme (e.g., Size, Color, SizeName-ColorName) for your product type. Each child ASIN must have a unique SKU, product identifier, and images that accurately reflect the variation.
Product detail page information conflicts with existing ASIN data
When matching to an existing ASIN, ensure your product data (brand, manufacturer, key attributes) matches the established catalog entry. If the existing data is incorrect, submit a case through Seller Central or use the 'Suggest Updates' feature. Brand Registered sellers can use the 'Report a Violation' tool for faster resolution.
Amazon Listing Optimization Tips
Best practices to improve your product listing visibility and sales performance
Maximize backend search terms
Use all 250 bytes of backend search term space with unique, relevant keywords that are not already in your title, brand, or bullet points. Include common misspellings, synonyms, abbreviations, and alternate product names. Do not use commas (use spaces instead), competitor brand names, or ASINs. This hidden keyword field is one of the most underutilized tools for improving organic search ranking.
Leverage A+ Content and Brand Story
Brand Registered sellers should create A+ Content for all top-performing ASINs. Use comparison charts to cross-sell related products, lifestyle images to build emotional connection, and detailed feature modules to reduce return rates. Add a Brand Story module to build trust and encourage brand loyalty across your entire catalog. Amazon reports sales lifts of up to 8% for Basic and up to 20% for Premium A+ Content.
Optimize for the Buy Box
When several sellers offer the same product, the Buy Box decides whose offer a shopper buys with Add to Cart. Key factors include competitive pricing, strong fulfillment metrics (use FBA for best results), seller account health, inventory availability, and shipping speed. Maintain a defect rate below 1%, late shipment rate below 4%, and pre-fulfillment cancel rate below 2.5%. Consistently meeting these metrics significantly improves Buy Box win rate.
Use high-quality images and video
Listings with 6+ images and a product video convert significantly better than those with fewer assets. Invest in professional product photography and infographic design. Include images that show the product from multiple angles, in real-life usage scenarios, next to common objects for scale, and with feature callouts. Product videos should be 30-90 seconds and showcase key features and benefits.
Monitor and respond to customer feedback
Actively monitor customer reviews, questions, and return reasons. Use this feedback to improve your product listing by addressing common concerns in bullet points and A+ Content. Respond to customer questions promptly through the Q&A section. Use Amazon's Voice of the Customer dashboard to identify and resolve listing quality issues before they lead to suppression or increased returns.
Selling on Amazon: Pros and Cons
How to List Products on Amazon
A step-by-step guide to getting your products live on this marketplace
01
Set up your Seller Central account and configure product data
Register for an Amazon Seller Central account at sellercentral.amazon.com and choose the Professional selling plan. Complete your business verification, configure your shipping settings, and set up your payment method. If you own a brand, enroll in Amazon Brand Registry with your registered trademark. Download the category-specific inventory file template (flat file) from Seller Central or set up API access through the Selling Partner API (SP-API) for automated integrations. Prepare your product data including valid GTINs, high-resolution images, and keyword-optimized titles and bullet points.
02
Create and optimize your product listings
Upload your product data using one of Amazon's supported methods: manual entry through Add a Product in Seller Central, bulk upload via the flat file inventory template, or automated feeds via SP-API. Ensure every listing has a compliant title following Amazon's title formula, 5 keyword-rich bullet points, a detailed description (or A+ Content for Brand Registered sellers), at least 6 high-quality images including an infographic, and accurate product identifiers. Set competitive pricing and configure variation relationships for products available in multiple sizes, colors, or styles.
03
Launch, monitor, and continuously improve performance
Once your listings are live, monitor their status in the Manage Inventory dashboard for any suppression or quality alerts. Set up Fulfillment by Amazon (FBA) shipments to leverage Prime eligibility and improve Buy Box win rates. Launch Amazon Advertising campaigns (Sponsored Products) to drive initial traffic and collect data on high-performing keywords. Use the Business Reports dashboard to track sessions, conversion rates, and sales. Regularly review the Voice of the Customer dashboard, customer reviews, and Q&A section to identify opportunities for listing improvement and product development.
Amazon Listing Optimization Guide
Download our comprehensive guide to creating high-converting Amazon product listings. Learn the exact strategies that top sellers use to rank higher in search results, win the Buy Box, and increase conversion rates across Amazon's global marketplaces.
- Step-by-step Amazon title and bullet point formulas with category-specific templates
- Image optimization checklist with examples of high-converting main images and infographics
- Backend search term strategy guide with keyword research techniques for Amazon SEO
- A+ Content best practices with layout templates (Amazon reports that Basic A+ Content can lift sales by up to 8%)
Frequently Asked Questions
Common questions about listing products on Amazon
Explore More Marketplace Guides
The Amazon feed template
The exact fields Amazon requires, in the right order, with examples for every field. Use it as your mapping blueprint instead of reinventing what's already documented.
- 10 fields with example values
- Format: Tab-delimited flat file, XML, JSON (SP-API)
- Required fields sorted first by priority
- Ready to map in Excel or Google Sheets
One email with the template attached. Unsubscribe anytime.
Keep exploring
Hand-picked next steps to go deeper.
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