To list a product on Amazon, you need a seller account on Seller Central, a product identifier like a UPC code (or an exemption from one), and your product details ready to go. The entire process can take as little as 15 minutes for a single item if you have everything prepared, though new listings for products not already in Amazon’s catalog require more detail and may take longer to go live.
Choose a Selling Plan
Amazon offers two seller account tiers, and the one you pick affects your per-sale costs. The Individual plan has no monthly subscription but charges $0.99 per item sold. The Professional plan costs $39.99 per month with no per-item fee. If you’re selling more than about 40 items a month, the Professional plan is cheaper. It also unlocks tools like bulk listing uploads, advertising, and eligibility for the Buy Box.
Both plans pay referral fees on every sale, which run 8% to 15% of the sale price depending on the product category, with a minimum of $0.30 per unit. Media products like books, DVDs, and video games carry an additional $1.80 variable closing fee per unit. These fees come out of your proceeds automatically, so factor them into your pricing before you list.
Get a Product Identifier
Amazon requires a product identifier for most listings. This is usually a UPC, EAN, or ISBN, which are types of GTINs (Global Trade Item Numbers) issued by an organization called GS1. If you’re reselling a product that already has a barcode on the packaging, you can use that existing code. If you’re selling your own product, you’ll need to purchase UPC codes from GS1 directly.
Some products don’t have barcodes, particularly handmade, unbranded, or private-label items. In that case, you can request a GTIN exemption while creating your listing. During the listing process, check the box labeled “I don’t have a Product ID.” Amazon will ask for the product name, category, and brand name. For unbranded items, select “This product does not have a brand name.” You’ll also need to upload 2 to 9 real product photos showing all sides of the item and its packaging, with no barcodes visible. The brand name in your request must match exactly what appears on the product itself.
List a Product Already in Amazon’s Catalog
If the item you want to sell already exists on Amazon (another seller is already listing it, or it’s an Amazon retail product), you don’t create a new listing. You add your offer to the existing product page. This is common when reselling branded goods.
Log in to Seller Central and go to Catalog, then Add Products. Search for the product by name, UPC, EAN, or ISBN. When you find the right match, click “Sell this product.” From there, select the condition (new, used, refurbished), enter your price, quantity, and shipping method. You’ll also choose your fulfillment channel: FBA (Fulfillment by Amazon, where Amazon stores and ships the product) or FBM (Fulfilled by Merchant, where you handle storage and shipping yourself). Click “Save and finish,” and your offer goes live once Amazon processes it.
Create a New Product Listing
If your product isn’t already in Amazon’s catalog, you’ll build the listing from scratch. Go to Catalog, then Add Products, and click “I’m adding a product not sold on Amazon.” Enter a product title, and Amazon will suggest a category based on what you typed. If the suggestion doesn’t fit, choose the category manually.
You’ll then fill out several tabs of information:
- Product identity: The product name, brand, and GTIN or UPC (or your exemption).
- Description: Bullet points summarizing key features, a longer product description, and your images.
- Product details: Specifics like material, color, dimensions, and weight.
- Offer: Your price, item condition, available quantity, and whether you’re using FBA or FBM.
- Compliance: Required for certain products, such as items containing batteries, hazardous materials, or products with age restrictions.
Take your time with the bullet points and description. These are what shoppers read when deciding whether to buy. Lead each bullet with the most important benefit or specification, and keep the language focused on what the customer cares about rather than internal jargon.
Prepare Your Product Images
Images are the single biggest factor in whether someone clicks on your listing, and Amazon has strict requirements for the main product image. It must have a pure white background (RGB values of 255, 255, 255), and the product should fill about 85% of the frame. No text, logos, watermarks, borders, or graphics of any kind are allowed on or around the product. The entire product must be visible with nothing cut off. Mannequins are not permitted. For footwear, show a single shoe facing left at a 45-degree angle.
Images must be at least 500 pixels on the longest side and no more than 10,000 pixels. JPEG is the recommended format, though PNG, TIFF, and non-animated GIF files also work. Aim for at least 1,600 pixels on the longest side so customers can use Amazon’s zoom feature, which can significantly boost conversions.
Beyond the main image, you can upload additional photos showing different angles, lifestyle shots, size comparisons, and close-ups of important details. Most successful listings use all available image slots. These secondary images don’t need a white background and can include text overlays highlighting features.
Check for Category Restrictions
Not every category on Amazon is open to all sellers. Some categories and subcategories are “gated,” meaning you need Amazon’s approval before you can list products there. Gated categories include fine jewelry, collectible coins, music and video, and fine art. Certain subcategories within otherwise open categories also require approval: dietary supplements and alcohol within grocery, products making drug claims within beauty, and specific premium brands within electronics like Apple, Samsung, and Sony.
Several categories only accept new, unused products. These include baby products (excluding apparel), beauty, grocery, and health and personal care. If you’re planning to sell used items, verify that your category permits it before investing in inventory.
To check whether your category requires approval, attempt to list a product in that category through Seller Central. If approval is needed, Amazon will prompt you with an application. Requirements vary but typically include business documentation, invoices proving product authenticity, and sometimes performance history on the platform.
Set Your Price and Fulfillment Method
When pricing your product, work backward from the fees. Start with what similar items sell for, then subtract the referral fee (8% to 15%), the per-item fee if you’re on the Individual plan, and your fulfillment costs. If you’re using FBA, Amazon charges storage fees and fulfillment fees based on the item’s size and weight. If you’re fulfilling orders yourself, factor in packaging materials, shipping costs, and the time it takes to process orders.
FBA is often worth the cost for new sellers because it makes your products eligible for Prime shipping, which increases visibility and conversion rates. You ship your inventory to an Amazon warehouse, and they handle picking, packing, shipping, and customer service for those orders. FBM gives you more control and avoids storage fees, but you’re responsible for meeting Amazon’s shipping performance standards, including on-time delivery and valid tracking.
Submit and Monitor Your Listing
After filling out all required fields and uploading your images, submit the listing. Products matching an existing catalog entry usually go live within minutes. Brand-new listings can take anywhere from a few hours to a couple of days as Amazon reviews the submission. If something is missing or doesn’t meet their standards, you’ll see an error message or a status flag in your inventory dashboard explaining what needs to be corrected.
Once your listing is active, check it from a customer’s perspective. Search for your product, verify the images display correctly, read through the bullet points, and confirm the price is right. Monitor your listing regularly in the first few weeks. If your product isn’t appearing in search results, the issue is usually incomplete product details, poor keyword usage in the title and bullet points, or a category mismatch. You can edit any part of your listing at any time through the Manage Inventory section of Seller Central.