amazon-seller

# 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](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](references/gtin-exemption-guide.md) - **Brand Registry?** Required for some exemptions ### 4. Prepare Product Information Use templates: - [templates/product-template.txt](templates/product-template.txt) - Fill in your product details - [templates/image-checklist.txt](templates/image-checklist.txt) - Ensure images meet requirements ### 5. Create Listing See [references/listing-workflow.md](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](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](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/](references/examples/) ### Product Description (HTML) - **Length**: Max 2000 characters - **Format**: Use basic HTML (<p>, <br>, <ul>, <li>, <strong>) - **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](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](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/](references/examples/) for complete listing examples: - [supplement-example.md](references/examples/supplement-example.md) - Health supplement - [home-goods-example.md](references/examples/home-goods-example.md) - Home & Kitchen - [electronics-example.md](references/examples/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.*