You have finally gotten to the stage where you are about to list your first product on Amazon. After a long and hard search of sourcing a product, setting up a business and creating your sellers account. Now is finally the time to step out of the nest and actually start selling what you have been working towards.
This tutorial will outline the process involved in creating and setting up your product on Amazon. We will go over all of the main areas and give you detailed descriptions of every section so you can create a fully optimized listing.
Step 1: Navigation
Log in to your Amazon seller central account. Under the Inventory Tab Select “Add Product”. This will take you to the first page of creating a new product. This article is going to assume that you are creating a totally new product on Amazon and not wholesaling a product that is already listed.
Step 2: Creating a New Product
Since this is going to be for a new product click on “create a new product listing” There is a search section. If your product might already be listed on Amazon please search it first. So you don’t create a duplicate listing.
Step 3: Selecting a Category
Now it is time to select your product category. Please make sure to find the most relevant category to your product. For example, if you are selling pillows then your product category should be as follows.
Home & Kitchen>Bedding>Bed Pillows & Positioners> Bed Pillows
Try not to randomly place your product in a larger category, over time your product will rank in other categories that are similar. When starting out make sure to place it in the most relevant category this will help your product more in the long run.
(Tip: To help narrow the search you can type your products name or main keyword and Amazon will suggest product categories for you.)
Step 4: Vital Information
Once you have set up your category now comes the most important information for your product. Over the next few steps, we will be filling out our Product title, keywords, description, and images. If you don’t have all of this information ready you can just fill in the vital information section and then click next to come back to this product later. But in order to create a product and save for later you will need to enter all the vital information first.
a. Product Name:
When it comes to Amazon SEO and product page optimization. The product title is one of the most important key factors to get right. This is where you want to add your most important keywords. It is also the first thing the customer see’s. So having the perfect product title will go a long way in helping rank your product on Amazon.
How to Create the perfect product title and the Information Needed.
Once you start creating products on Amazon, One of the first things you need to do is create a product title. There is a certain formula to each product title depending on Category. Amazon already has given an overview on how you should layout your product title you can view that here. No matter what you are selling, the product title should contain the following information:
- Product line
- Material or key feature
- Product type
As an example, if you’re selling men’s gym shorts, the product title should look something like this: Adidas Basic Black Large Men’s Gym Shorts. This as an example is the basic information you will need in the title. Titles are allowed up to 50 characters and we didn’t come close to that leaving room for you to insert important keywords around or in the basic formatting so it ranks higher in searches.
( I suggest keeping a spreadsheet of your product titles. So when you make a change you can A/B test to see if the new or old product title worked better.)
Formatting Rules for Product Titles:
Amazon has specific guidelines on formatting the product titles, which include:
- Capitalizing: The first letter of every word should be capitalized. Make sure you don’t capitalize on the WHOLE word just the First Letter.
- No, &: Unless & it is apart of your brand name or product name. do not us & instead of and in your product title.
- Numbers: All numbers should be written as numerals. ( 1 instead of One) Unless it is apart of your brand name.
- Units of measurements: All units of measurement should be spelled out and not abbreviated.
- No Promotions: No Promotions or suggestive commentary are to be used within the product title.
- Color Optional: It is suggested to put the color in the title but if this does not apply to your product then don’t put it in. for example, wooden chopping broad doesn’t need to have the color brown in the title.
b. Brand Name/Manufacturer
If you are selling a private label brand then put in your brand name into both sections.
c. Manufacturers part number
This section is only used when you have a replacement part for a certain product. So leave this section blank unless of course, it is a replacement part.
d. Package Quantity
If you are selling multiple items in one box like a 6 pack of beer or 2 pillows. Insert the desired amount. If there aren’t multiples you can ignore this section as default is 1.
e. Color/Color Map
If your product has variations of different colors then enter the color for the variation that you are creating for. The color map I leave blank because you will be able to add different colors in the variation tab.
Here is where you enter the size of your product depending on the category this varies. i.e Queen Size Mattress or Large T-Shirt. This only really needs to be entered if you are creating a variation.
g. Product ID
This is where you enter your GTIN/ISBN. Most products on Amazon require a GTIN in order for you to be able to sell on Amazon. Some products do qualify for GTIN exemption. Look at this article if you are wondering how to get GTIN exemption.
There is a number of different types of product identification on Amazon. Please make sure you are entering the right information.
If you have a GTIN/ UPC Please enter into this field.
h. Product ID Type:
Enter the type of product id you are using from the drop-down menu. GTIN or ISBN
Step 5: Variations
If you do not have variations for your product then you can go ahead and skip this step.
When creating a variation on Amazon the first thing you need to do is decide how you are going to separate your product. This can be done by size, color, material etc. There are a number of different ways to separate your product, just check the dropdown menu to select which one is best for your product.
For this example, we are going to use color for our variations. In the drop-down under select a variation theme, select color.
Under generate a variation please enter your desired color. Then click generate variations.
Now you will be able to enter the information for your variation. Please note that Seller SKU, Variation and Product ID has to be unique for each variation.
- Color Map: This is the same as color, just select the color you want your product to be.
- Color: Depending on the type of variation you are using this section changes. So if you picked Size then this will be Size etc. Enter
- Seller SKU: Enter your SKU associated with this variation. Make sure this is not the same as the main product or another variation.
- Product ID: Each variation is going to need a unique product identifier like UPC/ISBN. Every Variation has to have a different one make sure not to repeat and UPC codes.
- Product ID Type: Select whether it is a UPC code or ISBN etc.
- Condition: Select the condition of the product.
- Your Price: Set the price for the product. If the variation is more expensive you can adjust that price here.
- Quantity: If you are selling in FBA then you will not have to enter the quantity on hand just enter 1 for now.
(If you have multiple variations just repeat the previous steps.)
Step 6: Offer
a. Shipping Template
If you have already created a shipping template to use for your shipping settings then you can add this to your product here. If haven’t created a shipping template I suggest finishing your product creation and coming back to this step later.
enter the desired price for your product. This will be the final sale price for your product. Unless you add a sale price in the following section.
c. Seller SKU
When creating your SKU make sure that it is unique for your product. I always make sure to create a proper SKU structure for my brand.
Company/ Model/ Size
Creating an SKU structure will make things easier for you when creating variations and adding more products down the line.
d. Sale Price
If you want to run a sale price on your item this is where you will enter it. Please note that this will take priority over b. Your Price.
Next, you enter the dates you want your sale price to run.
e. Condition/ Condition Note
In the dropdown menu select the condition of your product.
If the condition is new then you won’t need to add a condition note. If it is used or refurbished then please add a condition note explaining the condition of the item.
Enter the quantity you have on hand if you plan on selling your item as fulfilled by the merchant. If you are choosing to fulfill by Amazon you can leave this section blank.
g. Manufacturers Suggest Retail Price
This isn’t the price that the customer will pay, you can enter the same prices as b. Your Price or leave this section blank.
h. Restock Date
Leave this section black if this is your first time creating a product. This section is used to inform a customer when your stock is depleted. When your products plan to be back in stock.
I. Handling time
The default for this section is 1-2 business days and only applies to FBM sellers. If your item takes a certain amount of days to produce before it is shipped. Then place the handling time in this section. This will help you keep your metrics in good standing.
j. Product Tax Code
This section is for each states product tax code. For most states, Amazon already collects the sales tax so you can leave this section blank.
From the Seller Central home page, go to settings>tax settings. Then go to View/Edit Tax Calculation Settings. fill in the information for your state. You can also set a “Default Tax Code”. In most cases the “A_GEN_TAX” is appropriate, but if you sell items that are not taxable in your state, you may want to change your default.
k. Offer can be gift wrap/ gift message
If you are FBA then you can leave this blank. If you offer gift wrapping inhouse then you can select gift wrapping.
l. Maximum Order Quantity
If you don’t want a customer ordering 100 units at once then use this section to place your maximum order quantity.
If you are running a sale on Amazon and are steeply discounting your prices. I would advise setting an order quantity. Otherwise, leave this section blank.
m. Offering Release Date
If you want the release date to show on your product listing then fill in this section.
n. Fulfilment Channel
Select the fulfillment type you would like to use for this product.
You can change this at any time. I set my product as FBM or “I want to ship this item myself” and set inventory to 0. while I am creating the product and getting ready to ship into FBA.
I am not going to explain every section in the compliance tab as this only relates to certain items being sold on Amazon. If your product that has batteries or needs a proposition 65 warning then you place that information here.
Please look over this section and see if you need to fill in any information. If nothing applies to your product then you can leave this blank.
Step 7: Images
This is as simple as selecting an image and uploading your file. This might be a simple step but remember your product images are one of your most important resources on Amazon.
(Pro Tip: Name you product images with your main product keywords.)
Guidelines for Product images
a. Main Product images must have an all-white background.
b. The product must fill 85% of the image with few to no props.
c. No Logos or Watermarks. Images may include text that is related to your product.
d. Images must be 1000 px on the longest side and 500 pix on the shortest to become zoomable.
( I recommend using 3,000 by 3,000 px this creates a good level of zoom for most product images.)
e. Images cannot be larger than 10000 px on any side.
f. JPEG is the preferred image format.
Step 8: Keywords & Description
The keywords & description section is one of the most important, so please don’t rush this step. I understand that there is a lot of information to enter so far but it will be worth it in the end. Try to fill out everything as much as possible.
a. Intended Use
How is this product intended to be used? Is it for a bedding product or a cat toy? depending on your product use this section to fill out it’s intended use.
( This section used to be a drop-down menu. Now Amazon has changed it to allow you to put more added information.)
b. Target Audience
Enter the main keywords for your target audience. This could be teens, adults, children, etc.
c. Other Attributes
The “Other Attributes” section is asking for extra information about the product. As an example, the other attributes would be wireless, convenient size, or any other relevant info about the product.
d. Subject Matter
This is similar to Search Terms and we use it as apart of our Hidden Amazon Search Fields. Check out that article to learn more or just follow the same process in Step e. Search Terms.
This section does add 5 lines with a total of 250 characters so make sure to use it wisely.
e. Search Terms
Amazon recently updated there search term field to only have 1 line and 250 character limit. So you will need to take full advantage of this space. Here is some do’s and don’ts about amazon search term field.
- Keyword research picks out the best keywords your customers will be looking for.
- Document all of your keywords. Excel spreadsheet is perfect for this so you will be able to go back or and redo some keywords in the future.
- Once you get your top keywords to add them to all areas of your listing from the title, search term, bullet points, and product images.
- Include your competitors brand name
- Add any misleading keywords like best, free or greatest.
- Keyword stuff makes sure to not use the same keyword more than once.
- Use punctuation there is a limited amount of character space for you to use don’t go and waste it.
Amazon Search term field was updated in 2019. There is now a 250 character limited.
f. Style Keywords
This section is to add keywords to tell customers more about the style of product. Be generic here and only list the style, for example, Art Deco or steampunk etc.
g. Platinum Keywords
Platinum Keywords are used by Platinum level merchant accounts on Amazon. You are probably not a platinum seller so you can leave this section blank.
h. Product Description
Do not skip this section because you think that your customer is not going to read it. your wrong they will and it also helps with SEO.
The product description is a perfect place to add more value to your content. Highlight some more selling points that you didn’t have the chance to in your bullet points. It is the perfect place to add keywords that you haven’t already used in your title and bullet points
- Do not neglect the product description, give your product a narrative, tell a story through text.
- Use the product description to include keywords you have not used yet in your product title and bullet points.
- Use descriptive language in your text.
- Use HTML (
an examplecan be seen down below.)
Add some HTML to your product description to help it stand out a little more. Some bold text and proper paragraphs can go a long way. Here is a sample of some simple HTML you can add to your listing.
<b> to start bold text. <p> for the start of a paragraph break
</b> to stop bold text </p> for the end of a paragraph break
<b>This text is now Bold</b> <p> we started a paragraph</p>
<p> now it is a new parish</p>
i. Key Product Features
This is your bullets points that show up on your listing. you are given a total of 5 bullet points to highlight the most important aspects and unique selling points of your product.
Try to lead each bullet point with a heading that is all caps the which demonstrate the overall benefit of the product.
j. Cpsia warning/description
Cpsia Warning includes choking hazards etc. If your product needs or has a Cpsia warning than use that here
If you are not sure, I would suggest contacting your manufacturer to find out.
k. Legal Disclaimer
If you product has a legal disclaimer like needs to be 18 years or older to purchase. You must enter that information here.
Step 10: More Details
Finally, the last step, make sure to fill out as much information as possible. There are a few lines in here that will really help rank your product and help you stand out on Amazon. Ie two of our Hidden Amazon Search Fields are in this section.
I am not going to list every field in this section as some are only for certain products. Like wattage, for example, will only work if you are selling a light bulb or fixture. Go through this section and list all the information that is necessary for your product, making sure to list as much information as possible.
Below are two very important sections that you should take a look at in the more details tab:
a. Fabric Type
This section will create a 6thbullet point, this bullet point actually shows up first in the listing. That right you can get more bullet points than the standard. I used this to describe what my item is made out of.
b. Import Designation
Ohhh now way we have another Bullet Point. Yes, that is right import designation can let you describe where this product was made. So if you are selling an America made product I would put that in this section. This acts as the 2nd bullet point above the original 5 in product features.
That is it, you finally did it. Congratulations you have listed your first Amazon product. I know that there was a lot of information in there but product optimization is one of the most important parts about selling on Amazon. Once you get your product listing fully optimize you will reap the benefits down the line.
Remember to bookmark the article so you can come back to it in the future. Trust me going through this whole process does take time and you might have missed something or two.
Optimizing your product listing is a constant process finding the best formula to see what works. Some keywords work better than others or there is a hidden field that you missed.
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