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

• Need UPC? Most categories require valid UPC/EAN
• GTIN Exemption? See references/gtin-exemption-guide.md
• Brand Registry? Required for some exemptions

4. Prepare Product Information

Use templates:

• templates/product-template.txt - Fill in your product details
• templates/image-checklist.txt - Ensure images meet requirements

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 (\x3Cp>, \x3Cbr>, \x3Cul>, \x3Cli>, \x3Cstrong>)
• 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)

1. Infographic - Key features/benefits visualization
2. Lifestyle - Product in use, real-world context
3. Scale/Size - Show dimensions or compare to common objects
4. Details - Close-ups of important features
5. Instructions - How to use or assemble
6. Package/Contents - What's in the box
7. 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:

• supplement-example.md - Health supplement
• home-goods-example.md - Home & Kitchen
• electronics-example.md - Consumer electronics

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.