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#

text

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#

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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#

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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):

text

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)

  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

  text

  ``` 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

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  Note: Amazon policies change frequently. Always verify current requirements in Seller Central.