How To Add A Product To Amazon?
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 I’m 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 seller stock and sell, 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 I’m going to walk you through the exact process I use, although I will not be talking about keyword research which is incredibly important.
This guide is instead a technical guide for beginners who haven’t 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. Click this link and you will be taken to a screen similar to the screenshot below. 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.
This links you to the exact same page as below and will give you all of the same options.
Scroll down until you see the list a new product section screenshot below.
Here you have 2 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.
But 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’ll be hit with this page asking you to classify your product.
Choosing a category is pretty self explanatory.
But sometimes people aren’t quite sure which category to enter their product.
I have a little advice on this area which is the following:
Your primary category should be pretty obvious…. Let’s 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 I have a trick that I recommend.
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.
Let’s say for this example that I am not sure which category to choose between outdoor lighting.
All we would do is select the product categories that are most relevant.
Let’s say we had lights designed for ponds but they were also solar powered so 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 don’t have the budget to promote in a specific category then I would recommend going for pond lights, here it would be a lot easier to rank because we are simply competing against ess comeptitive 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’d 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.
But of course 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.
This is what will appear in the Amazon search results. So we want to “win the click” of the user.
In the brand name and manufacturer tab you will of course have to put 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. I 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 (we will be writing a full guide on how to do keyword research for Amazon in a later guide) but once you’ve 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 info you can go to the next tab – “Offer”
You get the option to skip and add later but I simply don’t recommend this yet.
Condition will be new if it’s a brand new product directly from manufacturer. If its 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 doesn’t tie you to a specific location (or warehouse) like a slave… 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 of course clear nice product images.
Benefit driven images show the product in use with a small amount of text talking about why your product is awesome. I like 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.
Below is another example with a couple of shoots of the product with little taglines of text to promote the benefits of each feature. Remember people buy benefits not features!
Having a look at a product in a none lighting niche, we can see a nice 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 alot further down and actually 90% of Amazon buyers don’t even read the description. So as a result we write this a bit differently to the bullet points.
The bullet points need to be written with PRE-SUASION 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’s the difference between product features and product benefits.
I also like to use the CAPITAL BENEFIT – followed by more information about the benefit or feature here.
For example, the image below shows this very well, from our copper mugs example earlier.
Same niche but different seller below, still an OK job with the benefit feature bullet points.
Description – 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 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 your company or you are personally and just add a bit more details about the business generally.
Those are the key elements to get into the product descriptions themselves.
Step 6 – Keywords
So keywords is something I see done wrong so much.
But I’m not sure why.
Here you simply want to put your keywords (only one per line) that you are looking to rank inside of Amazon for.
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 example 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 WAYYY to 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 example in my lighting example I’ve used throughout this post it states the following as required: CAP type.
Honestly 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 once it is done… IT is done!
That’s the basic introduction guide to launching a product.
Once you’ve put all that info in you hit the SAVE AND FINISH button and your product will go live.
The next step – Depending on if you have to be verified to sell in a category or if you choose to list with FBA or not will depend on the next step.
If you have chosen to use FBA then you’ll need to send in your inventory into Amazon’s warehouse.
Simply follow their prompted steps when you launch a new product and you’ll 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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