How To List Your Product On Amazon FBA (Part 2 of 3)

Taking time to learn how to list on Amazon FBA and create an optimized listing for your product is an extremely important part to maximizing your product's potential. If you don't put in the effort, you will find you won't rank as high on Amazon's site. However, if you put in the time, and use your product research skills then you will end up with a perfectly optimized Amazon listing ready to go!

If you're here, you must have found the Perfect Product to import and ordered your product sample. If not, I recommend you head on over to our courses page and check them out! If you need to get started with selling on Amazon, we offer a free 10-day email course which will teach you all of the basics which you can find here.


Now that you've ordered your product sample and verified everything is to your liking, the next step is to learn how to list your product on Amazon FBA. Listing my first product was overwhelming and complicated at first, but I assure you that this is simple and systematic. After you've done it once, you're ready to do it with your hands tied behind your back (okay, maybe you need your hands?).

Step One: Creating an Amazon Seller Account

First things first, if you haven't done it already, you need to create an Amazon Seller Account.

  1. Go to Amazon Seller Central
  2. Locate Not already selling on Amazon? And click Register now
  3. Click Start Selling
  4. Create your account
  5. Sign in

You're in! You now have an Amazon Seller Account. Before you proceed with Step Two, I recommend you convert your individual Amazon Seller Account into a professional Amazon Seller Account. Being a professional seller gives you a lot of perks, such as PPC advertising, but the big difference is the per-item selling fee waiver.

With the individual account, you won't be paying a monthly fee, but you will be paying $0.99 for each item that sells on top of your Amazon fees.

With professional account, you will be paying a $39.99 per month, but you won't be paying that pesky $0.99 selling fee plus a ton of other advantages. Basically, if you sell more than 40 items every month (which you should be!) then you need to have a professional sellers account.

Step Two: Buying a UPC Code

You will need a UPC code to sell on Amazon, although this item will not be put on your product. I only buy my UPC codes directly from GS1, because that is a sure-fire way to ensure my listings won't be removed (note that UPC codes cannot be changed once you add a listing).

In the past, when I just was starting, I would buy my UPC codes from eBay and other sites for very cheap, and while none of those products have been removed from Amazon, I cannot guarantee that Amazon will tolerate that for long. For more information about third party UPC codes, check this out.

Whether you choose to go third-party or official GS1, I always recommend the latter. To buy your UPC code from GS1:

  1. Go to the GS1 Official UPC Buy Site

Step Three: Creating Your Product

At this point, you have a professional selling account and a GS1 UPC code, but you don't have any items listed. Let's fix that.

  1. Click INVENTORY -> Manage Inventory
  2. In the top right hand corner of this page, click Add a product
  3. Since you are creating your own brand, Amazon will not have anything in its database, so you need to scroll down and if it's not in Amazon's catalog click on: Create a new product listing
  4. Either search for your general product to find its category or manually pick its category from the list below

At this point, you will now be redirected to a new page where you can list your item, make sure that Advanced View is off, we won't need to worry about any of that right now. Let's go through the required fields.

Vital Info

Product Name

Enter in your product name, be sure to use keywords from your product research phase and scope out your competition. For example, if your product comes in a two-pack or a bundle, be sure to specify that.

Remove unnecessary jargon unless it actually helps your listing, such as a keyword. If you're listing is just a jumbled list of keywords, no one will click on it. You need to have an attractive product name and an attractive set of pictures.

Manufacturer / Brand Name

This doesn't really matter, but I set the manufacturer and the brand name as the same thing. For example, my private label brand is StealthFitness so I will set the manufacturer and brand name to StealthFitness.

Once again, this doesn't really matter unless you have national name recognition, which you don't have yet (but you will!)

Product ID

This is very important. This is where the UPC code that you bought goes, be sure to specify UPC code from the dropdown menu and you will be all good to go!

Please note: All variations will require a separate UPC code.


Unless you have a variation for your product, this does not matter. When I start with a new product, I only have a single variation so I can keep my costs down, but eventually add additional colors. When this happens, I simply go back to Manage Inventory and select Add a variation


Seller SKU

This is where you will enter your SKU (stock keeping unit). This is a personal preference, and is more for keeping track of your items.

For example, let's say I have a fitness product by StealthFitness. That product is a purple kettlebell that weighs 50 pounds. I could make the SKU something like this: SFPurpleKettlebell50

SKUs are usually used to track a product for inventory purposes, but since Amazon handles this all for you, it doesn't really matter.


This field will be set as New since you will be selling only brand new products.

Your price

This is the price that your product will be selling for on the Amazon marketplace, if you've already taken our Perfect Product course, you know how to price your product.

Fulfillment Channel

Set this to:

  • I want Amazon to ship and provide customer service for my items if they sell.

That way you've set it to FBA (Fulfilled by Amazon)


Images are incredibly important, you can choose up to nine different pictures, but you must have at least one. You also must follow Amazon's product images style guidelines. Remember, images sell your item, so be sure to show off your product.

Here are some best practices that you should use in your product pictures:

  • High quality images
  • Appropriate lighting
  • Show your product in use
  • Make the consumer feel like they know the product before they even have it
  • Utilize those nine pictures, but you don't need to use them all
  • Get rid of backgrounds (replace it with white) unless it has purpose note: the main image must have a white background

If you wish to outsource your photography, there are many services which will do it for you.

Placeholder Image [Cheating Time]

When I create a new product, I usually create a placeholder image which means taking the picture that my supplier has given me, removing the background and adding it in as a placeholder. During this time, I place an order and have my supplier send me a product so that I can take pictures right before my inventory arrives.

If you really want to save money, and avoid ordering a sample altogether, another cheat I have used in the past is sending all of the inventory to Amazon and either:

  1. Place a removal order sent to my home (costs vary, but for my item it is usually around $0.50) and then take pictures--this saves me about $50, but the removal order usually takes 1-2 weeks to arrive
  2. Have a family member or friend place an order (using a 100% off coupon code) for the product and use that item to take pictures--this will cost you Amazon fulfillment fees, but it will get there within 2 days using Prime and will save you about $50.

These strategies only work if you are based in the country where you are doing the fulfillment, otherwise you will have to pay international shipping. In that case, I would recommend just ordering a sample and an order from your supplier.

You should always place a sample order before ordering your product anyway, unless you are 100% confident or don't have the time.


Key Product Features

You know the bullet points that you read before purchasing an Amazon product? This is where they go. You can add up to five, and I recommend that you use them all. Amazon heavily depends on these bullet points for SEO and this is where many of the buyers decide if your product is for them. You can add up to 100 characters per line, and try to utilize it by accurately describing the product and using keywords.

Product Description

This is where your product description goes, just as with the Key Product Features, be sure to utilize keywords and describe the product to the best of your ability. You can use 2000 characters maximum.

I also use HTML formatting for all of my Amazon product descriptions. Only a certain set of HTML is allowed, which you can find here. And if you don't know HTML (and even if you do), use this editor here.

  • Search Terms
  • Target Audience
  • Subject Matter
  • Other Attributes
  • Intended Use

These keyword field are all self-explanatory, but you should have more than enough keywords from your product research to fill these in.

More Details

These are usually category-specific so these fields vary, but you will have to enter your shipping weight here.

Shipping Weight

Enter how much your product weighs in whatever units you select from the dropdown menu. This is how Amazon will calculate your fulfillment fees.

Save and Finish

Press the Save and finish button and you're done! If you didn't make any errors along the way, your listing should be ready to go. Great job! Your final step is to place your order.

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