Brand owners manufacture their own products or source goods to sell under a private label to offer shoppers unique selection. Resellers find popular products that already exist and offer them in Amazon's stores.
Lots of sellers do both. You can choose whichever method works for your goals. If you plan to sell your own brand on Amazon, we have lots of resources and tools to help.
Ship your orders, stress-free, whether you choose Fulfillment by Amazon (FBA) or Amazon Easy Ship. Let us take care of delivering your products. You can choose to take care of shipping yourself too by opting for self-ship.
Seller Central is the website where sellers log in to monitor their Amazon sales activity. You can manage inventory, update pricing, communicate with buyers, review account health, contact selling partner support, and add new products.
Use the Amazon Seller app to track sales, fulfill orders, find products to sell, respond to customer questions, capture and edit professional-quality product photos, and create listings—all from your phone.
Adding your products
What can you sell on Amazon? It depends on the product, the category, and the brand.
Some categories are open to all sellers, some require approval to sell, and some include products that cannot be sold by third-party sellers.
To start selling a product on Amazon, you will need to create a product listing in Seller Central (or via API). A product listing includes:
A product identifier, such as GTIN, UPC, ISBN, or EAN to specify the exact item you’re selling. You can get a UPC code directly from GS1, or request an exemption.
A SKU, which is a product ID you create to track your own inventory
Offer details, including price, product condition, available quantity, and shipping options
Product details like name, brand, category, description, and images
Keywords and search terms to help buyers find your product
If another seller already offers the same product, you’ll match an existing listing (which means some details will already be in place, like the product identifier). If you’re the first seller to offer a product, you’ll create a new listing.
Every product offered for sale on Amazon gets an automatically generated ASIN (Amazon Standard Identification Number), which is different from a GTIN or SKU. Multiple sellers may offer the same ASIN.
The product detail page
Your offer details will be displayed on a “product detail page.” If you have ever shopped on Amazon, you’ve seen one. Product detail pages are where customers find all of the relevant information about a particular item.
When multiple sellers offer the same product, Amazon combines data from those various offers on a single detail page. Sellers who offers the product can contribute detail page information—or request detail page reviews if the information displayed is incorrect.
If you sell your products under a registered trademark, consider enrolling in Amazon Brand Registry, a free service that gives you increased control over product detail pages that use your brand name.
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
Amazon jargon: Featured Offer
If more than one seller offers a product, they may compete for the Featured Offer, the most visible offers on the product detail page. Sellers must meet performance-based requirements to be eligible for Featured Offer placement.
Once your products go live in Amazon's stores, there are a number of things you can do to attract customers. The Amazon Flywheel describes our method for driving growth.
Below are some ways to consider using “Amazon Flywheel” principles to generate momentum for your business.
Provide fast shipping
Customers often shop products with the Amazon Prime badge, which you can get by using Fulfillment by Amazon (FBA) to ship products from one of our fulfillment centers.