Get ready
to sell
Choose a
selling plan
We offer two
selling
plans so you can choose the right package of tools and services for the right price.
- The Individual selling
plan costs
$0.99 per sale.
- The Professional
selling plan costs
$39.99 per month, no matter how many items you sell.
Each plan also
provides
you with access to a specific group of optional programs. You can change or cancel your
selling plan
at any time.
Amazon also collects a
referral fee on each
item sold, and
other selling fees can apply in some cases.
Some optional
tools and
programs involve
added costs.
Create a
Seller
Central account
After choosing
your
selling plan, you’ll register with Amazon, select your plan, and create a Seller Central
account.
You can create your account using the email address associated with your Amazon customer
account, or
you can create it using a separate business email address.
Before you create your
Seller
Central account, make sure you have the following:
- Bank account and routing number
- Internationally chargeable credit card
- Government-issued ID
- Tax information
- Phone number
Configure
your Seller
Central account
Once you’ve
completed
seller registration, you’ll have access to your Seller Central account. You can
think of Seller Central as your hub for selling in the Amazon
store. You can use it to list and price products,
manage your
inventory, and fulfill
customer orders. You can also use tools in Seller Central to create promotions and
coupons, track
payments and expenses, and much more. Consider adding other users to your account if
you’d like help
with certain tasks.
Before you start
selling, you’ll want to configure your Seller Central account for your business.
Make sure you
review, confirm, or adjust the following, as needed:
- Public seller profile
- Payment and business
information
- Shipping and returns settings
- Tax information and settings
- Notification preferences
- Login settings
- User permissions
Use the free
Amazon Seller app
The Amazon
Seller app is packed with features to help you manage and grow your
ecommerce business
wherever you are. It gives you the freedom to take care of business
details right from your
phone or tablet.
Enroll
your brand
If
you’re the rights
owner for an eligible brand, we recommend enrolling it in
Amazon Brand Registry before you list your
products. That makes it easier to associate your products with your brand name.
Brand Registry
is free and provides sellers with a suite of additional selling benefits and
protection
tools.
After enrolling your brand:
- You’ll have greater control
over the information
on your product detail pages.
- You’ll be able to access
no-cost tools like A+ Content, Stores, Manage Your Experiments,
and Brand Analytics, which
can help you grow your audience and increase sales.
- You’ll enjoy automated
protections for your
brand and access to additional reporting options.
List
products
Understand
the
product detail page
If you’ve
shopped in the
Amazon store, you’ll recognize the product detail page. It’s where customers find all
relevant
information about an item.
When multiple sellers offer the same product, Amazon
combines
their offers on one product detail page to make it easier for customers to find,
compare, and
purchase items.
200 characters
max, capitalize the first letter of every word
500 x 500 or 1,000
x 1,000 pixels to increase listing quality
Such as different
colors, scents, or sizes
Short, descriptive
sentences highlighting key features and benefits
Featured
offer ("Buy Box")
The featured offer
on a detail page. Customers can add to their cart or “Buy Now”
The same product
sold by multiple sellers offering a different price, shipping options,
etc.
Keywords improve
the chances that people will find your listing
Boost
engagement with
better listings
Did you enroll
your brand
in
Brand Registry? Help customers understand and engage
with your products with A+ Content and 3D models.
A+
Content
Showcase your
products and tell your brand’s story by adding video, enhanced images,
product-comparison
charts, and other features to your product detail pages.
Basic
A+ Content can
increase sales by up to 8%--and well-implemented Premium A+
Content can
increase sales by up to 20%.
3D
models and
augmented reality
Give
customers an
immersive shopping experience. Let them see a product from all sides with View
in 3D, or give
them the opportunity to see it in their own space with View in Your Room. You
can also let
customers see themselves in shoes and eyewear in real time with Virtual Try-On.
On
average, customers
who viewed a listing with a 3D model were 2x more likely to make a
purchase
after viewing the product in 3D or trying it on virtually.1
1Amazon internal data, 2022
Make sure
your
products are safe and compliant
Customers
trust that they
can always buy with confidence in the Amazon store. Products offered for sale in the
Amazon store
must comply with all laws and regulations, as well as Amazon policies. Before you start
the listing
process, make sure your understand our
Product
safety and
Restricted
products policies.
Find or
obtain a
product ID (GTIN)
The primary
tool we use
to pair a seller’s offer with the correct product detail page is a product ID, also
called a Global
Trade Item Number (GTIN). It can often be found on packaging above or below the
product’s barcode.
The most common GTIN used by Amazon sellers is a UPC, but you might also find an ISBN,
EAN, or JAN
on your product.
In some cases, you might need to obtain a GTIN for a product
from
Global
Standards 1. In rare cases, you might apply for a GTIN exemption from Amazon.
Match or
create a
product listing
If the product
you want
to sell is already in the Amazon store, you can use its GTIN to match an offer to the
existing
product detail page. If a product isn’t already in the Amazon store, you’ll need to
create a new
product detail page and can add your offer information simultaneously.
All
sellers can match
or create product listings one at a time.
Professional sellers
can also match or create product listings in bulk.
Your ability to list a product
in the
Amazon store can depend on its category, condition, and brand. In some cases, you’ll
need to apply
to sell a product, category, or brand. You’ll be prompted to do so during the listing
process.
Listing:
product
categories and conditions
Visit Seller
Central to
learn
how
to request approval for a category. If you want to ship orders through
Fulfillment by Amazon
(FBA), be sure to also review specific
FBA
product restrictions.
Categories without restrictions
Amazon Device
Accessories
Amazon devices
accessories
Kindle devices
accessories
Fragrance,
skincare, makeup, hair care, bath & shower (topicals require
approval). See also
Health & Personal Care.
Books,
calendars, card decks, sheet music, magazines, journals, other
publications
Business-relevant products across multiple categories. Special
pricing features to target
business customers.
Beauty Tools
& Accessories
Brushes, bags,
cases, skin care tools, hair styling tools
Cameras,
camcorders, telescopes
Cell phones and
accessories must be listed using the manufacturer’s Universal
Product Code (UPC).
Outerwear,
athletic wear, innerwear, belts, wallets
Audio, video,
camera, photo, cell phone, car electronics, computer, and office
accessories
Jewelry that
does not contain precious or semi-precious gemstones, pearls, metals
Kitchen, dining,
pet supplies, furniture, décor, bedding, bath, craft, hobby, home
appliances, storage,
patio, lawn, garden, pool supplies, landscaping, snow removal,
generators
Luggage &
Travel Accessories
Luggage, bags,
backpacks, briefcases, umbrellas, travel accessories
Guitars,
orchestra, recording equipment
Supplies,
furniture, printers, calculators
Outdoor gear,
outdoor sports apparel, cycling, and action sports
Shoes, Handbags
& Sunglasses
Shoes, boots,
sandals, slippers, handbags, sunglasses, eyewear frames
Software &
Computer Games
Business, media
education, utility, security, children's software and PC games
Exercise &
fitness, hunting accessories, team sports, licensed/fan shop,
athletic apparel, boating
& fishing, and game room
Hand & power
tools, plumbing, electrical, building materials, appliance parts
Action figures,
dolls, board games, arts, crafts, furniture, learning toys (
holiday
selling requirements apply)
Video Games
& Video Game Consoles
Game consoles,
console games, accessories
Categories with restrictions
Topicals, food,
feeding products, diapers, strollers, carriers, toys
Cosmetics,
fragrance, skincare, makeup, hair care, bath & shower, topicals
Laptops &
computers, smartphones, tablets, kitchen appliances, office
equipment
Graded
collectible coins minted by governments, US Mint packaged product,
gold coins, silver
coins, platinum coins, palladium coins
Cosmetics &
Skin/Hair Care
Drugs & Drug
Paraphernalia
Entertainment
Collectibles
Celebrity signed
photos, original movie posters, limited-edition figures and busts,
animation cels
Explosives,
Weapons, & Related Items
Handmade and
hand-altered products
Hazardous &
Dangerous Items
First aid,
nutrition, feminine hygiene, dietary supplements
Historical &
Advertising Collectibles
Vintage
collectibles related to historical people, places, or events and
promotional materials
related to consumer brands.
Human Parts
& Burial Artifacts
Lab equipment
& supplies, industrial materials, power transmission, electronic
components,
sanitation, janitorial
Lock Picking
& Theft Devices
Medical Devices
& Accessories
Drugs approved
by the FDA to be sold over the counter.
See
drugs & drug paraphernalia
CDs, cassettes,
vinyl, and other sound recordings
Offensive &
Controversial Materials
Plants, Plant
Products, & Seeds
Trading cards,
game-used and autographed items
Subscriptions
& Periodicals
Tobacco &
Tobacco-Related Products
Warranties,
Services Plans, Contracts, & Guarantees
Listing:
brands
- If a product is part of a brand
enrolled in Amazon Brand Registry, only three types of
sellers can create its product detail page using our standard listing processes:
- the original rights owner who
enrolled the brand
- other sellers internal to the
brand
- resellers who’ve been
associated with the brand
- After a product is listed by one of
the above
sellers, others sellers can match offers to its product detail page. They may be
prompted to
complete a brand selling application first.
Every
product in the
Amazon store is automatically assigned an ASIN, or Amazon Standard Identification
Number. This
number is different from a GTIN and SKU. If you don’t have a GTIN for a product, you
can try to
match an offer to an existing product detail page using its ASIN instead.
Price
products
Before you
set prices for
your products, you’ll want to get familiar with key concepts we use to organize and
support pricing
in the Amazon store.
- Competitive external
price: the
lowest price for an item from major retailers outside Amazon. We share competitive
external prices
with sellers. For your own price to be considered competitive, your standard item
price, plus
shipping, must be less than or equal to the competitive external price.
- Featured Offer: the
offer a
customer often sees near the top of a product detail
page with ‘Buy Now’ and ‘Add to Cart’ buttons. To compete for the Featured
Offer, a seller
must set a competitive price and have a Professional selling
plan. The product also needs to be in new condition.
- Lowest Amazon price:
the lowest
price currently offered by a seller in the Amazon store. We share the current lowest
Amazon price
to give sellers who list a product to the opportunity to match or beat it.
Want to
optimize your
prices? Learn how the
Automate pricing tool can help you
become the
Featured Offer for a product in the Amazon
store.
Select
your
fulfillment method
You have two
basic
options for getting customers their stuff:
- You can fulfill
orders yourself, maintaining your own
inventory and shipping products directly to customers. We call this
merchant-fulfilled shipping
(MFN).
- You can send your inventory to Amazon
and have us
pick, pack, and deliver products through Fulfillment by Amazon
(FBA). FBA also
takes care of customer service and returns.
Each method
has its own
benefits—and you can decide which one is right for each product you sell. If you’re a
current
seller, you can also use our
Revenue Calculator to compare
estimates for FBA and your own
fulfillment method.
Monitor
your
performance
To sell in
the Amazon
store, you’re required to comply with all applicable laws and Amazon policies. Our
Account Health
dashboard provides an overview of your account’s adherence to policies and various
performance
targets.
Customer
Service
Performance
Your
customer-service
performance is measured using what we call an Order Defect Rate (ODR). Your ODR is the
percentage of
your orders with one or more indicators of poor customer service. That could be negative
customer
feedback or a credit-card chargeback. We require sellers to maintain an ODR under 1%.
Looking for help
with customer service?
Account
Health Rating
We provide
sellers an
overview of their compliance with key Amazon selling policies, including our
intellectual-property,
authenticity, listing, and restricted-product policies. To maintain a ‘Good’ rating,
make sure to
address any policy violations listed on your Account Health dashboard. If your rating is
‘At Risk’
or ‘Critical’, your account may be at risk of deactivation.
Shipping
Performance
You can use
three metrics
to help assess the health of your
MFN shipping
performance:
- Your Late Shipment Rate (LSR) is the
percentage of
your seller-fulfilled orders that have a shipping confirmation after their expected
shipping date.
You should aim to keep it below 4%.
- Your Pre-fulfillment Cancel Rate (CR)
is the
percentage of seller-fulfilled orders you cancel. You should aim to keep it below
2.5%.
- Your Valid Tracking Rate (VTR) is the
percentage of
packages from your seller-fulfilled orders with a valid tracking number. You should
aim to keep it
above 95%.
Promote
and
advertise products
Use no-cost
promotions
and pay-per-click advertising to help your products and brands reach more customers.
- Create coupons that
appear on the
Amazon
Coupons page, in search results, and on product detail pages.
- Offer percentage-off and
buy-one-get-one
promotions that appear as part of a Featured Offer.
- Create Lighting and 7-Day
Deals
that appear on the Amazon
Deals page. This is an option popular around shopping events like Prime Day.
- Create Sponsored
Products ads that feature a single product and appear in,
alongside, and above
customer search results in the Amazon store.
- Use Sponsored Brands
ads to feature
up to three products, as well as a logo and headline. Or create a Sponsored Brands
campaign with
an auto-playing video that features a single product. These ads appear prominently
above,
alongside, and below search results.
- Create Sponsored
Display ads that
feature a single product and can appear both in and beyond the Amazon store after a
customer has
viewed a product detail page, or if their other browsing behaviors show they’re
interested in a
product.
Get
product reviews
After a
customer buys a
product, they can leave a public
product
review, a seller-feedback rating, or both. Try these tips to improve your
chances of getting
positive reviews and ratings:
- Accurately represent a product on your
product
detail page.
- Pack your products to help prevent
damage during
delivery.
- Ship orders on time if you’re an MFN
seller.
- Provide customer refunds for products
returned
within 30 days of purchase.
- Respond to customer messages within 24
hours.
- Provide valid tracking numbers so
customers can
track their orders.
Eligible
brands can use
tools like
Amazon Vine to generate reviews for their products.
Make sure
you’re familiar with the right and wrong ways to get more
product
reviews and avoid policy
violations.
Grow
with tools and
programs
New Seller
Guide
Speed matters-and
for Amazon sellers the first 90 days are especially critical. That's why we
invented the New
Seller Guide, a set of brand, logistics, pricing, and promotional services that
are backed by
data science and designed to fuel the growth of new sellers.
Sellers who
adopt services in the New Seller Guide can take advantage of over
$50,000
in New Seller Incentives.
More
tools and
programs
Looking for
more ways to
reach customers, sell products, and manage your business? Explore no-cost options and
cost-effective
tools and
programs Amazon offers to help
your business
grow.
Global expansion
has a lot of moving parts, but with Amazon Global Selling, you can use
Amazon infrastructure
to get your products in front of a worldwide audience.
Business customers
tend to buy more items in larger quantities. They also tend to return
items less. Use a
suite of B2B features to help attract more business customers.
Product
Opportunity Explorer
Get ideas for new
products or offers. Product Opportunity Explorer generates insights
about Amazon customer
search and purchase behavior.