Product Listing Best Practices

Product Listing Best Practices for New Sellers

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Continue reading this FAQ page where we answer some your top questions asked.

1. What do I need to start listing products?

To start selling a product on Amazon, you’ll create a product listing in Seller Central. A product listing includes:

• A product identifier, such as GTIN, UPC, ISBN, or EAN to specify the exact item you’re selling. You can get a UPC code directly from GS1, or request an exemption.
• A SKU, which is a product ID you create to track your own inventory.
• Offer details, including price, product condition, available quantity, and shipping options.
• Product details like name, brand, category, description, and images.
• Keywords and search terms to help buyers find your product.

If another seller already offers the same product, you’ll match an existing listing (which means some details will already be in place, like the product identifier). If you’re the first seller to offer a product, you’ll create a new listing.

2. Can I list a product on Amazon without a Product ID?

If your product does not have a product ID, also called a GTIN (Global Trade Item Number), you might be eligible to request a GTIN exemption.

First, check the Amazon catalog to see if your product already exists. If your product matches an existing product, you can add your offer on the existing product detail page without a GTIN. However, if your product does not match an existing product, you have to request a GTIN exemption and then add your product.

3. Do I need a SKU to sell on Amazon?

A SKU (stock keeping unit) is a specific merchant's product identifier. The SKU is a critical piece of data in every inventory file that you submit to Amazon. Amazon uses the SKUs in your inventory file to associate your products with the appropriate product detail page in our catalog (if one already exists). This means the following:

• Every product in your inventory file must have a unique SKU.
• An existing SKU cannot be changed; it remains in the catalog until you delete it. That is, you cannot change SKU "123" so that it reads "ABC" in our system simply by changing the SKU in your inventory file.
• If you upload an inventory file with data for a SKU that already exists, the more recent data replaces data from previous feeds.

4. I am a brand owner/private labeler. Do I have to provide additional documents to list my product?

This depends on whether you have a registered/pending trademark or if your brand name is permanently affixed on your product and/or packaging.

Learn more about Brand Listing using our Listing Guide here.

5. Can I list the same items in multiple Amazon marketplaces?

Yes, you can list the same items in multiple Amazon marketplace, including and

You may also leverage the Build International Listings Tool to help you create and update offers from a single source marketplace to one or more target marketplaces.

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6. What types of products cannot be listed on

Some products may not be listed as a matter of compliance with legal or regulatory restrictions (for example, prescription drugs), or Amazon policy (for example, crime scene photos).

For detailed information, please see our Restricted Products Help section here.

7. What is on the Amazon product detail page?

Your offer details will be displayed on a “product detail page”, which is where customers find all the relevant information about a particular item.
The product detail page consists of:
(1) Title: 200 characters max, capitalize the first letter of every word
(2) Images: 500 x 500 or 1000 x 1000 pixels to increase listing quality
(3) Variations: Such as different colors, scents or sizes
(4) Bullet points: Short, descriptive sentences highlighting key features and benefits
(5) Featured Offer (“Buy Box”): If more than one seller offers a product, they may complete for the Featured Offer (“Buy Box”), the most visible offer on the product detail page. Sellers must have a Professional selling plan and meet performance-based requirements to be eligible for the Featured Offer placement.
(6) Other offers: The same product sold by multiple sellers offering a different price, shipping options, etc.
(7) Description: Keywords that can help improve the chances for customers to find your listing

8. How much does it cost to have a Featured Offer (“Buy Box”) on an Amazon listing?

There’s no cost to achieving the Featured Offer (“Buy Box”) placement, which is based on product quality, account performance and other factors. All you need is a Professional selling plan (USD39.99 per month plus selling fees) to qualify for the opportunity to achieve the Featured Offer spot.

9. What factors should I look at to optimize my listings?

Listing optimization is crucial to improve the discoverability of your product on Sharing detailed descriptions and images of your product will allow customers to make a more informed purchase decision.

Some factors to consider to optimize your listing include using the right search terms to improve product discoverability, product bullet points to highlight product features and benefits, and using high quality product images and detailed and informative product descriptions to help customers evaluate the product.

Learn more about Listing Optimization here.

10. What makes a good product title?

Keywords + Selling Points + Readability.

Aim to have at least 3-5 keywords in your title that your customers will use when trying to search for your products. Include your product’s main & unique selling points. Then, include all the unique attributes in your title so that customers can see the value of the product more clearly. Lastly, readability is extremely important. Be precise and make sure you format the title well.

A standard title format should look like the following: Brand name + Keywords + Feature/function + Other specifications.

You can look at Amazon’s Best Selling page to see how other sellers format their title.

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11. What makes a good product image?

Your main image should be on a white background, single angle and occupy at least 80% of the photo. It must not include any water prints or claims. The quality of your image must be at least 1600 pixels to allow customers to zoom in on the product.

12. What are typical listing issues that could negatively impact my product launch?

(1) Variation issues
Products that vary only by color, scent, or size might be a good candidate for listing as variations. Ask yourself if the customer would expect to find the products together on the same page. If not, list them separately.

(2) Image compliance
Your images must be at least 500 x 500 pixels (increase the size to 1,000 x 1,000 for high-quality listings) and set against a plain white background. The product should fill at least 80% of the image area.

(3) Product IDs
Make sure you’re meeting the requirements for product UPCs and GTINs (Global Trade Item Number). Consistency in these codes helps promote confidence in the range of products shown in the Amazon catalog.
Download the listing guide for new sellers here for step-by-step information to help you get started.

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