If you’re looking to sell on Amazon, creating a well-optimized and compliant product listing is one of the most important steps you can take. A properly built listing not only increases your chances of winning the Buy Box, but also improves discoverability, boosts conversions, and keeps your account in good standing with Amazon’s policies.
To help you succeed, we’ll walk through the essential product listing requirements every Amazon seller should know, covering product identification, images, titles, descriptions, keywords, variations, pricing, and more.
- Product Identification
Before you can list a product, Amazon requires a unique identifier. Common identifiers include:
- UPC (Universal Product Code)
- EAN (European Article Number)
- ISBN (for books)
- GTIN (Global Trade Item Number)
These identifiers ensure your product can be uniquely recognized in Amazon’s catalog. If your product doesn’t already have one, you may need to request a GTIN exemption.
- Product Images
High-quality images are crucial to attract buyers. Amazon requires:
- At least one main image on a pure white background.
- Everything that is included in product needs to be in the main image. IE. If your product contains a pack of 5 different products, they all need to be represented in the main image. Additionally, the main image may not include anything not included in the product. IE. Including all 5 products displayed on a table with other objects.
- Images must be at least 1,000 pixels on the longest side to enable zoom.
- Show the product clearly (no watermarks, borders, or extra text).
- Additional images can highlight different angles, packaging, or lifestyle usage.
- Product Title
Your product title plays a major role in search visibility. Requirements include:
- Maximum of 200 characters (varies by category, but can be as low as 50).
- Include brand name, product name, and key attributes (size, color, flavor, etc.).
- Avoid promotional phrases like “Best Seller” or “Free Shipping.”
Example: Tiptree Sweet Tip Raspberry Preserve, 12 Ounce Jar
- Product Description
The description allows you to tell your product’s story and highlight benefits. Best practices include:
- Use complete sentences and professional formatting.
- Focus on features and benefits that solve customer needs.
- Follow Amazon’s prohibited content guidelines (no contact info, external links, or promotional claims).
- Up to 2000 characters in length.
- Note: Even though A+ Content replaces the description on a product display page, it will continue to provide searchable content for the listing.
- Search Terms & Relevant Keywords
Amazon allows backend search terms to help your listing show up in relevant searches. Requirements:
- Limit of 249 bytes (usually ~250 characters) per Search Term entry with two available, or in other words, approximately 250 characters times 2.
- Avoid repetition of words already in the title or bullets.
- Do not use brand names you don’t own, competitor ASINs, or misleading terms.
- Variations (Parent-Child Relationships)
If your product comes in multiple sizes, colors, or styles, Amazon allows you to create variation listings. Requirements:
- Use a parent listing to group all variations.
- Each variation must be genuinely different in a way that makes sense to customers (e.g., size, flavor, or color).
- Do not misuse variations to group unrelated products.
- Pricing & Availability
Amazon requires accurate and competitive pricing:
- Enter the list price and the sale price (if applicable).
- Keep inventory updated to reflect availability.
- Listings with “Out of Stock” status can hurt your search rankings and sales momentum.
- Category Selection
Choosing the correct category ensures your product is searchable and appears in relevant filters. Requirements include:
- Use Amazon’s suggested categories in Seller Central.
- Follow category-specific rules (e.g., Clothing vs. Grocery have different listing requirements).
- Mis-categorizing can lead to suppressed listings.
- Shipping & Fulfillment
How you fulfill orders impacts both sales and account health. Options include:
- FBA (Fulfillment by Amazon): Amazon stores, packs, and ships your products with Prime eligibility.
- FBM (Fulfilled by Merchant): You handle shipping and returns.
- SFP (Seller Fulfilled Prime): You ship directly but maintain Prime standards.
- Accurate shipping settings are required to avoid delays and negative feedback.
- Compliance With Amazon Policies
Finally, every product must comply with Amazon’s selling policies:
- No prohibited or restricted products.
- Accurate product representation (no false claims).
- Follow labeling and safety requirements (e.g., FDA compliance for food, CPSC for toys).
Violating policies can result in suppressed listings, account warnings, or suspension.
Creating an Amazon product listing isn’t just about filling in fields, it’s about optimizing every element while staying compliant with Amazon’s requirements. From product identification to compliance, each detail matters. By following these guidelines, you’ll set up your listings for maximum visibility, customer trust, and long-term sales growth.
Amazon can be overwhelming. If you need a team on your side, contact us!