Do you want to increase your company’s sales by using Amazon as an additional sales channel? In order to achieve this goal, the products must first be created in Amazon Seller Central.
In preparation for adding an item to Amazon, you should have a business registration, an Amazon Seller Central (ASC) account and a tax number. This blog post is for all those who have not yet created a product on Amazon and would like to know the basics.
Amazon Seller Central Login
After logging into Amazon Seller Central and being redirected to the home page, an overview is displayed that provides stock levels, sales, incoming messages and much more information about the products and options.
Add product
There are several ways to create an item in Amazon Seller Central. On the one hand, an item can be created via the catalog / “Add product” or via Inventory / “Add product”.
It is then determined whether a product that is not yet listed on Amazon should be newly created or whether an existing product that already exists as a listing on Amazon should be selected for sale.
Set category
The next step is to define the product category. Here you can select existing categories or search for specific categories. If the selection of a suitable category does not seem clear at first glance or is difficult, you can use similar products from the competition as a guide. As soon as the correct category has been found, the step must be confirmed by clicking on “Add category”.
Set product features
The manufacturer barcode of the product must now be entered. This can be either the ASIN or EAN number of the product. The product name or title of the product is then defined. The title should consist of the most relevant product features. These include the brand, the product name, the color and the material of the product. If there is still space after this, further keywords can be added. The title may also contain a maximum of 200 characters, no advertising phrases and no decorative characters. An advertising phrase would be, for example, “with free shipping” or “100% quality guarantee”. You can use zeichenzähler.de to check the number of characters in the title. The title is entered there and the page displays the number of characters used. Only 80 characters are displayed in the title on the smartphone, which is why the most important product features should be at the beginning of the title. The brand of the product, the manufacturer of the product and the manufacturer part number or article number are then entered.
Add optional variant
If the item is available in several versions, further variations of the product can be created, such as a cell phone chain for Apple, Samsung or Huawei protective cases. To do this,select the“Advanced view” and click on “Variants”. In the “Variant theme” section, enter “Size name”, for example, if different protective case sizes are to be offered based on the cell phone chain example. This is followed by the entry of the different protective cover models and this is confirmed with “Add variants”.
Select fulfillment channel
The fulfillment channel is defined in the next tab. Here you define whether the items are to be shipped yourself or whether Amazon is to handle the shipping completely.
Select images
The next step is to determine the product images. The first product image should have a white background and only show the product itself. For optimal display on tablets and smartphones, it is recommended to use square image formats of 1,500 x 1,500 pixels. It is also advisable to show the product from different perspectives to reveal more details of the item.
Description
The product description can be used to incorporate additional search terms and, above all, to write an appealing and sales-promoting text.
Key product features
The key product features are located directly below the price block and are therefore in the direct field of vision of potential buyers. As a rule, five freely formulated product features can be defined. These should contain a brief summary of the most important product features and address the unique selling points. Care should be taken to ensure that the texts per bullet point are not too long. Each line should begin with a capital letter. Numbers should be written as digits and not as text. Care should also be taken to use special characters and emojis sparingly. It is important to emphasize the added value for the buyer, as the attributes contribute significantly to the purchase decision.
Legal information
Here you have the option of adding a legal notice if required, e.g. “Sale of alcohol only from the age of 18”.
General keywords
In the last point, general keywords can be assigned to the article. Clicking on the “Keywords” tab allows you to define keywords that are not visible in the frontend. Therefore, all keywords that do not yet appear in the title, attributes or product description can be used here. Amazon provides 250 bytes for the keywords. This means that all words exceeding 250 bytes are not taken into account. The keyword byte counter helps here by calculating the current status. Filler words such as “in” and “for” are not taken into account and can be omitted for technical reasons. Capitalization and the order of the keywords also have no influence on the search result on Amazon. It is also important to mention that no brand names or ASINS of competitors may be used in the keyword list. After defining the keywords, a click on “Save and finish” completes the creation of the item and it can be viewed in the inventory after a few minutes.
Video tutorial
For a better understanding, we have summarized the whole thing in a YouTube tutorial video. We explain step by step how to create a product in Amazon Seller Central. We also provide useful tips on SEO optimization measures.
Conclusion
When creating a product, the basic rules and the SEO optimization measures of Amazon should be observed and the space for designated text fields such as title, keywords, appealing product description, etc. should be fully utilized so that the product achieves a decent placement in the Amazon store.
