In the digital age where e-commerce is at its peak, understanding how to list products on Amazon and mastering adding a product on Amazon Seller Central has become crucial for businesses. Amazon offers a global platform where your brand can be introduced to millions of potential customers.
By developing a deep understanding of how to select the right product category, use product IDs effectively, and strategically position your product when multiple sellers are offering the same product, your venture can reap significant success on this vast platform. Let's take a deep dive into the intricacies of listing products on Amazon.
1. Conducting Market Research
Before you start your journey to list an item on Amazon, you must conduct extensive market research to identify profitable opportunities. Amazon is a vast marketplace with a multitude of product categories.
There are several tools available on the market such as Scale Insights, JungleScout, DataHawk and QuantifyNinja that can help discover and analyze trends over specified periods. You can conduct analysis on product performance, how much they cost you, and even employ special algorithms so you can keep track of inventory and know when is the optimal time to restock, making sure you never run out of products.
2. Understand Amazon's Guidelines And Policies For Product Listing
Another integral part of preparation involves understanding and adhering to Amazon's guidelines for product listing. These policies cover a variety of areas such as prohibited content, intellectual property rights, and specifics about product detail page creation.
There are certain product categories that will require additional approval which are called gated categories. For example, car seats and helmets will require an invoice and all sided images of the product. Dietary supplements will require an invoice, food declaration, or Ayush drug licence. While silver jewelry will require an invoice and a silver purity certificate.
New Listing Details
Title: Maximum of 200 characters in title case.
Images: 1,600px for optimal zoom, 1,000px minimum for zoon, 500px minimum image size
Variations: Such as different colors, scents, or sizes
Bullet points: Short, descriptive sentences highlighting key features and benefits
Description: Using keywords to optimise listing and improve discoverability
Intellectual Property Policy
Amazon protects the original work and authorship of several products such as videos, film, songs, books, video games, paintings, and other works. If a seller were to use any copyrighted material in their listings that do not belong to them (such as images of the product) they will be in violation of copyright and be up for sanctions.
Trademarks are words, images, symbols, or a combination of these that identifies a certain company and the goods and services that they provide. Unlike copyrighted materials, a seller may use a trademark so long as their products are truly authentic.
If you source your products, say Brand X gaming chairs, then you will be able to use their logo/name in your product listings. This is a way for sellers to show that their products are genuine and are not cheap imitations or design parallels.
However, you will still need to adhere to certain descriptions and guidelines of how they are sold eg. packaging, price points, post-sale services.
Familiarising yourself with these rules will help you avoid unnecessary complications. Additionally, becoming a part of Amazon's brand registry can help protect your brand from counterfeiters and grant you more control over your product listings.
3. Creating A Seller Account
Creating a Seller Central account is the first step to selling on Amazon. This platform is your gateway to list items, manage inventory, handle orders, and monitor sales performance. The Seller Central account also allows you to interact with Amazon's Brand Registry, a vital tool for protecting your brand and ensuring its consistent customer presentation.
Step 1: Visit The Amazon Seller Central Website
Go to the Amazon Seller Central website by typing "sellercentral.amazon.com" in your web browser's address bar.
Step 2: Click On "Sign Up" Or "Create Your Amazon Account"
On the Seller Central homepage, you will find a button or link that says "Sign up" or "Create your Amazon account". Click on it to begin the seller app registration process.
Step 3: Provide Your Basic Information
You'll be asked to provide your name, email address, and create a password for your account. Fill in the required fields and click "Next" or a similar button to proceed.
Step 4: Confirm Your Email Address
Amazon's verification email will be sent to the one provided during registration. Check the email and click the verification link to confirm your email address.
Step 5: Provide Your Business Information
Next, you'll need to provide information about your business, such as your name, address, contact information, and the type of business entity you have. To continue, fill in the required details and click "Next" or a similar button.
Step 6: Set Up Your Seller Profile
In this step, you'll need to create your seller profile, which includes details about your business, the products you plan to only sell on amazon, and your shipping methods.
This will involve a series of questions on an online form about your business and your personal information. Typical information they will ask for is your legal business name, address, contact information, email address, and an internationally acceptable credit card.
They will also need your social security number, and your business’ federal Tax ID, and state tax ID, if you are in the US.
If you are going to sell in North America, a national ID and a few credit card statements or utility bills will be used to verify your identity.
Be sure to follow the instructions to the T and provide accurate information as well as the correct format and resolution of any document you are sending. This will make this part of the process as smooth to complete as possible.
Step 7: Choose Your Selling Plan
Amazon offers two selling plans: Individual and Professional. The Individual plan is suitable if you sell only a few items per month, while the Professional plan is more suitable for businesses with a larger sales volume. Select the plan that best suits your needs and click "Next" or a similar button to proceed.
Step 8: Provide Your Billing Information
You'll be asked to enter your billing information, such as credit card or bank account information, for payment purposes. Fill in the required information and click "Next" or a similar button to move forward.
Step 9: Verify Your Phone Number
Amazon may require you to verify your phone number to ensure the security of your account. Enter your phone number and click "Send SMS" or a similar button. You'll receive a verification code via SMS, enter it in the designated field, and click "Verify" or a similar button to proceed.
Step 10: Read And Accept The Terms And Conditions
Review the terms and conditions of selling on Amazon. If you agree to the terms, check the box indicating your acceptance, and click on "Next" or a similar button.
Congratulations! You've successfully created your Amazon seller account.
4. Product Listing Optimization
Once ready to add a product on Amazon Seller Central, your listing must be optimized for maximum visibility and conversion. Elements such as high-quality product images, detailed and persuasive product descriptions, and accurate product attributes on your detail page all play a crucial role in this process.
Inclusion of relevant keywords in your product title, and product descriptions can significantly enhance your product's visibility, thus potentially boosting your sales.
5. Pricing And Competitor Analysis
Determining a competitive selling price requires carefully analysing your competitors' pricing strategies. If multiple sellers offer the same product, you might consider setting a slightly lower selling price to entice customers.
However, always ensure that this does not compromise your profit margins. Keeping a close eye on your competitors' activities and adjusting your strategies accordingly is paramount to maintaining your competitive edge on Amazon.
6. Managing Inventory And Fulfillment
Inventory management on Amazon Seller Central can be complex, especially when you're selling on Amazon with a high sales volume. It involves forecasting demand, monitoring stock levels, and timely reordering.
Amazon offers various fulfillment options, such as Fulfillment by Amazon (FBA), where Amazon handles storage and delivery, and seller-fulfilled options, where you take charge of these aspects. Choosing the right fulfillment option for your business can significantly impact your success.
7. Promoting And Advertising Products
Your products must be effectively promoted and advertised to enhance visibility and drive sales. Amazon provides built-in advertising tools like Sponsored Products and Sponsored Brands, which can greatly boost your product's visibility.
External promotion strategies like social media advertising, content marketing, and email marketing can further improve your reach and establish your own brand presence.
Promoting and advertising your products effectively is crucial for success as an Amazon seller. Here are some of the best ways to promote and advertise your products on Amazon:
Amazon Sponsored Products
Amazon Sponsored Products is a pay-per-click advertising program that allows you to promote your products within Amazon's search results. You can select specific keywords related to your products, and your ads will appear when customers search for those keywords. It's an effective way to increase visibility and drive targeted traffic to your listings.
Amazon Coupons are digital coupons that customers can apply to get discounts on your products. By offering coupons, you can attract price-conscious customers and encourage them to try your products. Coupons are displayed on your product detail page, in search results, and on the Coupons page, increasing your product's visibility.
Amazon Lightning Deals
Lightning Deals are limited-time promotions on Amazon's "Today's Deals" page. These deals typically last a few hours and offer a significant discount on your product. Lightning Deals can drive a surge of traffic and sales to your listing, helping to increase visibility and generate interest.
Amazon Vine is an invitation-only program that allows you to get honest reviews from trusted reviewers. By providing free products to these reviewers, you can generate authentic and detailed feedback, positively impacting your product's reputation and conversion rate.
Social Media Marketing
Make use of social media platforms like Facebook, Instagram, Twitter, and LinkedIn to promote your products. Create engaging content, share product updates, offer exclusive discounts or giveaways, and direct traffic to your Amazon listings. Building a strong social media presence can help you reach a wider audience and drive more traffic to your products.
Collaborating with influencers in your niche with a significant following and engage with your target audience. Partnering with the right influencers can help increase brand awareness, generate product reviews, and drive sales. Ensure your chosen influencers align with your brand values and have an engaged and relevant audience.
Building an email list of potential customers and sending regular newsletters or product updates are effective Amazon listing strategies. Offer exclusive discounts or incentives to subscribers, encouraging your potential customers to visit your Amazon listings. Email marketing lets you directly communicate with your audience and build customer loyalty.
Optimize Product Listings
Ensure your product listings are optimized with relevant keywords, high-quality images, compelling product descriptions, and positive customer reviews. A well-optimized listing improves search visibility and encourages customers to click and make a purchase from an existing listing.
As a Seller, you will also have access to what is known as Backend Keywords. These are keywords that you do not necessarily put into descriptions in the product page. This way, Amazon will still index or rank your product listing despite these keywords not appearing in your actual product details page.
As you continue to grow as an Amazon seller, you will recognize that there are lots of strategies to sell your products. Both native Amazon advertising tools as well as external or 3rd-party services play their role in the whole ecosystem. You will soon find that certain strategies work best for certain products, while others will require a totally different set of strategies to move them off the shelves.
8. Customer Feedback And Reviews
Customer feedback and reviews hold immense sway in influencing other customers' purchasing decisions. Providing excellent customer service and ensuring product quality can foster positive feedback. Actively seeking reviews by following up with customers post-purchase can also increase your product's credibility.
Regularly monitoring and responding to customer reviews, both positive and negative, demonstrates that you value your customers' input and are committed to improving your products and services.
9. Ongoing Optimization And Analytics
Once your product is listed, the job is not over. Ongoing optimization and analytics play a crucial role in maintaining your competitive edge. Keep a close eye on your sales data, customer reviews, and competitor activity, and adjust your strategy accordingly.
Amazon Seller Central provides detailed analytics which can help you understand customer behaviour, track performance over time, identify trends, and detect areas of improvement.
Analytics play a vital role in understanding and optimizing the performance of your Amazon store. Here are some ways to conduct analytics for your store:
Amazon Seller Central Reports
Amazon Seller Central provides a range of reports that offer valuable insights into your store's performance. These reports include the Sales Dashboard, Orders, Traffic, and Advertising Reports. Analyze these reports to understand your sales, order trends, customer behavior, traffic sources, and advertising campaign performance.
Conversion Rate Analysis
Monitor your conversion rate, which is the percentage of visitors who purchase. Analyzing your conversion rate helps identify areas for improvement. Consider factors like product pricing, listing optimization, product images, customer reviews, and shipping options that could impact your conversion rate.
Keyword Research and SEO Analysis
Conduct keyword research to identify relevant and high-volume keywords for your products. Use tools like Amazon's Ad reports to glean insights on keywords, or they use third-party keyword research tools to discover keywords that customers use to find similar products. Optimize your product listings by incorporating these keywords strategically in titles, bullet points, descriptions, and backend search terms.
Analyze your competition by studying their product listings, pricing strategies, customer reviews, and overall brand positioning. Identify key features of their strengths and weaknesses to gain insights into areas where you can differentiate your products and improve your listings.
Advertising Performance Analysis
If you're running advertising campaigns on Amazon, analyze the performance metrics provided by Amazon Advertising. Monitor key metrics such as click-through rates (CTR), conversion rates, return on ad spend (ROAS), and advertising costs of sales (ACoS). Adjust your advertising strategies based on these metrics to optimize your campaigns and maximize your return on investment.
Scale Insights Scale-matic tech enables Amazon FBA businesses to analyse, automate and scale Amazon PPC campaigns with confidence. Powered by AI, take control of your campaigns by monitoring your metrics and analyzing trends to make better data-driven decisions.
Inventory Management Analysis
Keep a close eye on your inventory levels and analyze your sales velocity to ensure sufficient stock. Monitor your best-selling products, slow-moving items, and out-of-stock situations. This analysis helps you make informed decisions about replenishing stock, managing inventory turnover, and avoiding potential stockouts.
Scale Insights offers an excellent restock forecast feature that allows you to customize a restock algorithm that projects the amount of your products needed, and the best date to restock. With powerful tools such as these, you will never be out of stock and miss out on a sale.
Regularly analyze customer reviews and ratings for your products. Pay attention to positive and negative feedback to identify areas of improvement or potential issues. Address customer concerns promptly, make necessary product improvements, and leverage positive reviews to strengthen your product's reputation.
Customer Data Analysis
Leverage customer data to gain insights into customer behavior, preferences, and demographics. Use tools like Amazon's Customer Insights or third-party customer analytics tools to analyze customer data, create targeted marketing campaigns, improve customer experience, and develop customer retention strategies.
Conclusion On How To List Products On Amazon
Mastering how to list an item on Amazon can initially seem daunting. However, it can become a profitable venture with careful preparation, a strategic approach, and ongoing optimization.
This guide gives Amazon sellers and businesses the in-depth knowledge required to use Amazon Seller Central effectively and successfully list, manage, and sell their products on one of the world's largest e-commerce platforms.
Remember, selling on Amazon is not just about listing a product and selling it; it's about creating a customer experience that brings buyers back to your brand. Be patient, continually learn and adapt, and watch your business grow.
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Frequently Asked Questions About How To List Products On Amazon
Can I List A Product On Amazon Seller Central Without A Universal Product Code?
You can apply for a GTIN (Global Trade Item Number) exemption if your brand or products don't have a UPC. A Global Trade Item Number (GTIN) is a unique identifier used to distinguish products in the global marketplace. It is an essential element in the process of listing products on Amazon and other e-commerce platforms.
Can I List Products In Any Category On Amazon As A New Seller?
Not necessarily. Some product categories are gated and require Amazon's approval. Review Amazon's category-specific rules to understand any restrictions.
Is It Mandatory To Advertise My Products On Amazon?
No, advertising is not mandatory but can significantly increase your product's visibility and sales.
Can I Use Amazon FBA For Some Products And Fulfil Others Myself?
Yes, you can use Amazon FBA for some products and self-fulfil others. This flexibility allows you to create a new one to test which fulfilment option works best for different products.
Can I Sell Internationally Through My Amazon Seller Central Account?
Yes, you can sell products internationally, but remember that additional fees and different regulations might apply.
How Often Should I Revise My Product Listing?
There's no set rule, but it's good practice to regularly check your listings for any required updates or improvements. Monitor your sales and customer feedback to determine when revisions are needed.
What Happens If I Violate Amazon's Product Listing Policy?
Violating Amazon's product listing policy can result in penalties ranging from listing suspension to complete removal of selling privileges.
Can I Contact Buyers Directly For Their Reviews?
While you can ask buyers to leave a review, you must comply with Amazon's communication guidelines. Any attempt to manipulate reviews is strictly prohibited.