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How To Add A Product To Amazon – The Perfect Guide
When you set up an Amazon seller central account, you will likely be prompted to add a product. If you already know what you are selling this is great, go ahead and follow the prompts.
If you are slightly less tech savvy, then this article is for you.
In this post, we are going to explain the basic elements you need to include from an on-page optimisation point of view and why these are important when you are launching a product inside seller central.
Whether you are launching a private label product, or a product that other sellers stock, the technique is relatively similar. Although, there are a few key elements to ensure you get right, otherwise it will be a pain in the a** in the future!
In this post, we are going to walk you through the exact process we use. Although, we will not be talking about keyword research which is incredibly important.
This guide is instead a technical guide for beginners who have not added a product to Amazon before.
Step 1 – Login + Add
The first step is to login to your Amazon seller central account. You will likely have the option in the top left of the page where it says catalogue –> Add products. If you some reason you do not have this option inside catalogue, then go to inventory and hit add a product via the option there.
Scroll down until you see the “list a new product” section.
Here you have two options.
You can either search Amazon’s catalogue and find the specific product you are looking to sell.
This is key if you are looking to sell something that is already sold on Amazon.
Yet, if you are launching a new product with a new brand, or anything with private label rights, then you need to click the “create a new product” listing.
This is what the majority of the people reading this blog will be doing and as a result, we are going to use this for our walk through example.
Step 2 – Create A New Listing
Next you will be hit with this page asking you to classify your product.
Choosing a category is pretty self explanatory.
However, sometimes people are not quite sure which category to enter their product.
We have a little advice on this area, which is the following:
Your primary category should be pretty obvious. Let us take Garden and outdoors in this example.
Next we get our sub category options.
Again, even this should be relatively obvious. BUT if it is not then, we have a recommended trick.
It is based on how much capital you have to invest into your business.
If you have “unlimited” capital, or you are looking to earn the most revenue long term, then you should always enter into the category that generates the MOST sales or revenue.
To find this you need to use a tool called Junglescout.
This will give you the revenue estimates for the products that rank on page 1 for a specific category.
Simply go into this category in Amazon.com, or whatever country you are using.
Click the chrome add-on they give you when you purchase or signup.
Enter the most generic keyword and search in the specific categories you are considering.
For this example, let us say that we are not sure which category to choose between outdoor lighting.
All we would do is select the product categories that are most relevant.
For instance, if we had lights designed for ponds, but they were also solar powered and we didn’t know whether to list in pond lights, or in solar lights.
All we would do is search the word “lighting” in both pond lights and in solar lights and hit Junglescout for the results in both.
Actual results for Amazon.co.uk are below:
As you can see from the results, there is a big difference in potential revenue for people looking to launch in pond lights than in solar lights.
If you do not have the budget to promote in a specific category, then we would recommend going for pond lights. Here it would be a lot easier to rank because we are simply competing against less competitive products and companies. The top ranking competitors earn about £2,000-£3,000 per month range.
Whereas, if we wanted to expand quickly and had the money to invest, we would be looking to invest heavily into the solar lights category. As a result, we would earn more once ranked. The top ranking competitors in this category generate – £8,000-£10,000 a month in sales. But of course, this would be more difficult to rank in.
This is the best way to make a decision about which category to go into.
Usually this is obvious.
Step 3 – Listing Vital Info & Offer
Now that we have entered our category option, we will be in the listings details page.
This is a relatively straight forward page in which we are looking to write a really engaging title, including your keywords and benefits.
In the brand name and manufacturer tab, you will have to fill in this information. If you have built a brand separate from the manufacturer, then you will just put the relevant information in this section.
You will also need a product ID number. We like to just purchase a set of EAN numbers for this purpose, but you can create an ASIN if you prefer. You can get more information on this here.
The title is the only aspect you really need to focus on this tab.
The title needs to include a number of your primary keywords. If you have not read our product optimisation page yet, feel free to head over and check our the keyword research section. Once you have found your keywords, remember to input them into your title as this is the most effective on-page ranking element.
Once you have your title and other information, you can go to the next tab – “offer”.
You get the option to skip and add later, but we simply do not recommend this yet.
Condition will be new if it is a brand new product directly from manufacturer. If it is anything else, then simply state accordingly.
Price – Of course down to the product you are selling.
Finally an important tickbox. This is essentially whether you want Amazon to pack and deliver the items for you (Amazon FBA), or if you want to do it yourself (merchant fulfilled).
I always recommend starting out with FBA, as this does not tie you to a specific location or warehouse. But if you have a specific strategy, then integrate this. Just make sure you understand the decision you are selecting.
Step 4 – Images
Images are incredibly important.
You want to ensure you have benefit driven images, as well as nice clear product images.
Benefit driven images show the product in use, with a small amount of text talking about why your product is awesome. We like to have 3-4 of these images and 1-3 of the product in action, or just a general product photography shot.
Below is an example of this, although we need to take this a step further.
Having a look at a product in a none lighting niche, we can see product feature driven image below. Although these sellers should pull each element out and actually have a specific image for each product benefit.
Once we have our product images, we are ready to go onto the next step.
Step 5 – Description & Bullet Points
This is what appears at the top of your listing (bullet points).
The description appears a lot further down and actually 90% of Amazon buyers do not even read the description. As a result, we write this a bit differently to the bullet points.
The bullet points need to be written with PERSUASION involved. For example we are objection handling in the bullet points or outlining why our product is 100% better than the competitors here.
We want to explain the key BENEFITS, not the features. For example, if we have a copper mug that is thicker. Who cares?
We want a copper mug that is thicker so it is stronger, lasts longer, can be used years from now. All at the very affordable price point of only XYZ dollars.
That is the difference between product features and product benefits.
We also like to use the CAPITAL BENEFIT, followed by more information about the benefit, or feature, here.
With the description, you want to talk about KEYWORDS in a quite long, drawn out way. For example, if we have 20 types of drinks, we can make in the copper mugs that people are searching in Amazon. We want to get them into the content.
To do that in the bullet points or title is going to be pretty much impossible and look a bit weird even if we do manage it.
As a result, we want to instead put these keywords in the description.
Also in the description, you want to talk about what makes your product a bit more unqiue.
Things like how it is created, who you are and just add a bit more details about the business generally.
Those are the key elements to get into the product descriptions.
Step 6 – Keywords
Keywords are something we see done wrong so much.
But we are not sure why.
Here you simply want to put your keywords (only one per line) that you are looking to rank inside of Amazon.
NEVER LEAVE THESE BLANK!
This should be easy to fill out if you have done your keyword research correctly. You want to take your product keywords that are most relevant to your product AND have the highest search volume.
But remember to try and avoid cross over.
For instance, if my top 3 keywords were: pond lighting, pond lighting for outside, best pond lighting
There is no point in me putting those 3 keywords in 3 separate slots.
Instead, we want to find keywords that are more distributed. This should be pretty easy if you have done your KW research correctly.
For example, our final 5 keywords should include pre and post words, aside from the broad “pond lighting” if that was our primary keyword.
It would look something like the below for our pond lighting example:
- outdoor pond lighting
- pond lights
- LED outdoor lighting
- waterproof lighting
- Underwater pond lights
This gives us some nice variation without going too broad.
Step 7 – More Details
Finally, we get to the more details tab.
This is the last tab before your product goes live.
Honestly, there is WAY too much data here to go through now, BUT you only need to put in what is relevant.
- Legal – Add anything that gives your product an edge legally, or something that you are required to put on a listing. FDA approved for example.
- Dimensions – If not mentioned in the product description, then put information about dimensions as people love these.
- Colours – Style differences including colours, variations and anything that people might want to know about the product.
- Required Elements – Amazon will require you to enter some specific elements in some categories. For instance, in our lighting example it states the following as required: CAP type.
In this section you should just carefully go through once and input any of the data you have about the product.
You only have to do this once and when it is done… IT is done!
That is it.
That is the basic introduction guide to launching a product.
Once you have put all that information in, hit the SAVE AND FINISH button and your product will go live.
Depending on if you have to be verified to sell in a category, or if you choose to list with FBA will effect the next step.
If you have chosen to use FBA, then you will need to send your inventory into Amazon’s warehouse.
Simply follow their prompted steps when you launch a new product and you will be ok!
Good Luck and thanks for reading.
This entire process along with keyword research, PPC campaigns, initial sales and exploding sales is what we do at AmazonSEOConsultant.com – If you have any questions please feel free to get in touch.
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