Amazon Seller Central Guide
Complete guide for creating and managing Amazon product listings across multiple marketplaces.
When to Use
USE this skill when:
- Creating new product listings on Amazon Seller Central
- Applying for GTIN/UPC exemptions
- Setting up FBA (Fulfillment by Amazon) shipments
- Writing Amazon-optimized product content (titles, bullets, descriptions, search terms)
- Understanding Amazon image requirements and best practices
- Managing inventory, pricing, and product variations
- Navigating category-specific requirements and restrictions
DON'T use this skill when:
- Questions about other platforms (eBay, Shopify, Walmart, Etsy)
- Legal, tax, or accounting advice for Amazon selling
- Trademark registration or patent issues
- Amazon Advertising campaigns (Sponsored Products/Brands/Display)
- Account suspension appeals or reinstatement
- Wholesale/retail arbitrage strategies
Quick Start
1. Choose Your Marketplace
- US (Amazon.com): Largest market, highest competition
- UK (Amazon.co.uk): English-speaking, VAT required
- EU (Amazon.de, .fr, .it, .es): Multi-country expansion
- JP (Amazon.co.jp): Unique requirements, local language needed
2. Determine Product Category
See references/category-requirements.md for:
- Category-specific requirements
- Approval needed categories (gated)
- Restricted products list
- Compliance documents needed
3. Check GTIN Requirements
4. Prepare Product Information
Use templates:
5. Create Listing
See references/listing-workflow.md for step-by-step instructions.
Core Workflows
New Product Listing
1. Category Selection - Check if gated/approval needed
2. Product Information - Title, bullets, description, keywords
3. Images - 7 images minimum, pure white background for main
4. Pricing & Inventory - Cost analysis, competitive pricing
5. Fulfillment - FBA vs FBM decision
6. Submit & Monitor - Wait for Amazon review
GTIN Exemption Application
1. Verify eligibility - Private label, generic, or custom products
2. Prepare proof - Trademark, website, or product packaging
3. Apply in Seller Central - Inventory > Add Products > GTIN Exemption
4. Wait for approval - Usually 24-48 hours
5. Create listing - Use exemption to list without UPC
See detailed guide: references/gtin-exemption-guide.md
FBA Shipment Creation
1. Create shipping plan - Inventory > Manage FBA Inventory
2. Set quantity - Accurate count needed
3. Prep products - Labeling, packaging requirements
4. Print labels - FNSKU product labels, box labels
5. Ship to Amazon - Use partnered carrier or your own
6. Track receipt - Monitor inbound status
See detailed workflow: references/fba-workflow.md
Content Guidelines
Title Requirements
- Length: Max 200 characters (varies by category)
- Format: [Brand] + [Product] + [Key Feature] + [Size/Quantity]
- Avoid: ALL CAPS, promotional phrases ("Best", "Top"), special characters (! * $)
Example (Supplements):
Wondermed Liver Support Complex - 5-in-1 Milk Thistle Supplement with Artichoke & Dandelion - 120 Capsules - Made in USA
Bullet Points (5 required)
- Length: Max 500 characters each
- Format: [ALL CAPS HEADER] + Detailed benefit
- Content: Focus on features, benefits, and specifications
- Keywords: Naturally incorporate search terms
See examples: references/examples/
Product Description (HTML)
- Length: Max 2000 characters
- Format: Use basic HTML (
,
,
, - , )
- Content: Expanded details, usage instructions, brand story
- Mobile: Remember most shoppers view on mobile
Backend Search Terms
- Length: Max 250 bytes (not characters)
- Format: Comma-separated, no repetition
- Content: Synonyms, alternate names, use cases
- Avoid: Brand names (yours or competitors'), ASINs
Image Requirements
Main Image (Critical)
- Background: Pure white (RGB 255,255,255)
- Product: Fill 85% or more of frame
- Format: JPEG, TIFF, GIF, PNG
- Size: Minimum 1000 x 1000 pixels (2000+ recommended)
- No: Text, logos, watermarks, props, multiple products
Secondary Images (6+ recommended)
- Infographic - Key features/benefits visualization
- Lifestyle - Product in use, real-world context
- Scale/Size - Show dimensions or compare to common objects
- Details - Close-ups of important features
- Instructions - How to use or assemble
- Package/Contents - What's in the box
- Before/After - If applicable and compliant
See full checklist: templates/image-checklist.txt
Pricing Strategy
Cost Calculation
Selling Price
- Amazon Referral Fee (8-15% depending on category)
- FBA Fee (if applicable)
- Storage Fee (monthly, varies by season)
- Cost of Goods
- Shipping to Amazon
- Returns/Customer Service
= Net Profit
Competitive Analysis
- Check competitor prices ( Keepa, CamelCamelCamel)
- Consider Amazon fees in your pricing
- Plan for promotional pricing (Lightning Deals, Coupons)
- Factor in currency conversion for international
Fulfillment Options
FBA (Fulfillment by Amazon)
Pros:
- Prime eligibility (higher conversion)
- Amazon handles shipping, returns, customer service
- Buy Box advantage
- Multi-channel fulfillment available
Cons:
- FBA fees reduce margin
- Inventory storage limits
- Long-term storage fees
- Less control over packaging
FBM (Fulfillment by Merchant)
Pros:
- Higher margins (no FBA fees)
- Full control over packaging/branding
- No storage limits
- Better for oversized/heavy items
Cons:
- No Prime badge (usually)
- Must handle shipping and returns
- Lower Buy Box share
- More operational work
SFP (Seller Fulfilled Prime)
- Prime badge without FBA
- Strict performance requirements
- Must offer 2-day shipping
- Invitation-only program
Category-Specific Notes
See references/category-requirements.md for details on:
- Health & Household / Supplements: FDA disclaimers, ingredient lists, safety warnings
- Electronics: Compliance certifications, safety warnings
- Clothing/Apparel: Size charts, material composition, care instructions
- Home & Kitchen: Safety warnings, assembly instructions
- Beauty: Ingredient transparency, expiration dates
- Toys: Age recommendations, safety certifications
Common Issues & Solutions
Listing Suppressed
- Check: Main image has pure white background
- Check: Title length within category limit
- Check: All required fields completed
- Check: No prohibited keywords
GTIN Exemption Denied
- Provide additional brand proof
- Check if category allows exemptions
- Consider purchasing GS1 UPCs
- Ensure brand name consistency
Buy Box Eligibility
- Maintain competitive pricing
- Use FBA for best results
- Keep inventory in stock
- Maintain account health metrics
- Get positive seller feedback
Inventory Stranded
- Check FBA shipment status
- Verify listing is active and buyable
- Ensure correct FNSKU labeling
- Contact Seller Support if persists
Tools & Resources
Amazon Official
- Seller University (free training)
- Amazon Advertising Console
- Brand Analytics (for registered brands)
- Seller Forums
Third-Party Tools
- Research: Helium 10, Jungle Scout, Viral Launch
- Pricing: Keepa, CamelCamelCamel, SellerSnap
- Reviews: FeedbackWhiz, Jungle Scout Alerts
- Accounting: QuickBooks, Fetcher, SellerBoard
Browser Extensions
- Helium 10 Chrome Extension
- Jungle Scout Extension
- Keepa (price history)
- Amazon Seller App (mobile)
Examples & Templates
See references/examples/ for complete listing examples:
Updates & Version History
v1.0.0 - Initial release
- Multi-marketplace support (US, UK, EU, JP)
- Multi-category coverage
- GTIN exemption workflow
- FBA shipment guide
- Complete listing templates
Note: Amazon policies change frequently. Always verify current requirements in Seller Central.