If you’ve ever scrolled through Amazon’s endless river of products and thought, “I could sell here,” you’re absolutely right. You can. But before your products can shine in front of millions of shoppers, Amazon needs to know two things: that you’re a legitimate business, and that you can deliver a consistently great customer experience.
Think of Amazon like a meticulously maintained marketplace. The doors are open, the foot traffic is incredible, but the expectations are high, and for good reason. Customers trust Amazon because Amazon demands clarity, quality, and reliability from every seller.
Here’s what you need to know before opening your storefront.
Legal Requirements: Set Up Your Foundation
Every successful Amazon seller starts with the basics: a clear, verifiable business identity. Amazon will ask you to provide:
- A valid business license
- Your tax ID number (such as an EIN or SSN, depending on your business structure)
- A bank account to receive payments
This step is all about credibility. Amazon wants to know who you are, how to pay you, and that you’re operating above board. Consider it your marketplace passport.
Product Requirements: Only Genuine, New Products Allowed
Amazon’s product standards are strict, and that’s a good thing. Your products must be:
- New (Amazon does not allow used items in most categories)
- Authentic and genuine
- Fully compliant with Amazon’s product policies, safety standards, and in some cases, industry regulations
Depending on what you sell, you may also need to show additional documentation, from safety certifications to insurance. Watches, baby products, supplements, electronics, and beauty often fall into this category.
Listing Requirements: Your Digital Shelf Needs to Be Accurate
Your product listing is more than a form, it’s your brand’s first impression. Amazon requires that each listing includes:
- A clear, keyword-focused product title
- A complete and truthful product description
- Brief but descriptive bullet points
- High-quality product images
- An accurate price
This isn’t just for customer experience; it’s to ensure you’re representing your products truthfully. A well-informed customer is a happy customer, and Amazon loves happy customers.
Fulfillment Requirements: Deliver on Your Promise
Whether you choose Fulfilled by Amazon (FBA) or Fulfilled by Merchant (FBM), you must deliver orders within Amazon’s timeframe and provide tracking information for every shipment.
If you’re fulfilling orders yourself, the pressure is higher. Amazon requires:
- A late shipment rate under 4% for FBM sellers
- Dependable shipping within your stated handling time
- Accurate, valid tracking numbers for every order
Shipping is one of the biggest contributors to account health – so reliability is everything.
Customer Service Requirements: Be Responsive, Be Professional
Amazon expects sellers to treat their customers the way Amazon treats theirs. That means:
- Responding to customer inquiries promptly and professionally
- Providing clear, accurate information
- Handling returns and refunds within Amazon’s rules
This isn’t just policy, it’s strategy. Excellent customer service builds trust, increases repeat purchases, and strengthens your brand reputation.
Performance Requirements: Keep Your Metrics in the Green
Amazon tracks seller performance with a fine-tooth comb. To stay in good standing, you must maintain:
- High customer satisfaction ratings
- Low order defect rates – under 1%
- On-time shipping and low cancellation rates
- Orders fulfilled within your promised timeframe
These metrics keep the marketplace consistent, and Amazon rewards sellers who excel with better visibility and Buy Box opportunities.
Category-Specific Requirements: Some Products Need Special Approval
Certain categories, clothing, jewelry, groceries, gourmet foods, beauty, and more, come with their own set of rules. Before you can list products in these gated categories, Amazon may require:
- Category-level approval
- Product documentation
- Safety testing certificates
- Liability insurance
- Proof of authenticity or invoices
Think of these not as hurdles, but as quality thresholds that protect customers and serious sellers.
Amazon Wants Great Sellers, and You Can Be One
Selling on Amazon isn’t just about uploading a product and waiting for sales. It’s about building trust, with Amazon and with millions of customers who rely on it every day.
When you meet Amazon’s requirements, legal, product, listing, fulfillment, customer service, performance, and category-specific, you’re not just checking boxes. You’re building a reputation. You’re signaling that your business is dependable, transparent, and ready to deliver.
And that’s exactly the kind of seller Amazon loves to promote.
If you’d like help turning these requirements into a checklist, onboarding guide, or optimized Amazon strategy, TryAds Digital is here whenever you need us. Contact us today.