In this post, we will cover the requirements to sell and list a new product on Amazon. Amazon has become more specific over time to what they need from you to get started on Amazon. We see this as a good thing as more strict account creation requirements that are in place will create a safer marketplace for Amazon customers from bad actors. This post does not cover all of the best practice merchandising and Amazon Advertising ways to stand out from the competition, but more of a getting started with the basics post. Whether you are a 50-year-old company that has sold through other channels in the past and this is your first time on Amazon or you are a brand new startup, we are here to help clarify what is required to create a Seller Central account and get your first product listed on Amazon’s marketplace.
Requirements for Starting a Professional Seller Central Account
In order to create a Seller Central account, you will need certain business identification information that Amazon will verify. It is important to accurately input your information as errors will cause delays or account capabilities may be suppressed. Below is a list and description of the information you need to get your account set up.
Two Documents Proving Your Identity
Amazon will need two forms of identity (passport and driver’s license work fine) and also may need to see a copy of your bank records to prove your identity. If they are unable to verify your identity within 30 days you should reapply. Otherwise, your case will be closed.
Business Name and Seller Name
Amazon requires you to submit your registered business name and also a Seller Name. The Business Name should be the exact name you used to register your business to get an EIN. The Seller Name is what is displayed in your store and on offers for your listings. It is not required, but the best practice would be to use the Seller Name with exactly what you have trademarked for your Brand Name. This will cause fewer issues when going through Amazon Brand Registry.
Employer Identification Number (EIN)
You will need an Employer Identification Number in order to prove your identity and for tax purposes.
Bank Account
A bank account and routing number will be needed for Amazon to have a place to deposit your funds and to have a place to withdraw from when you are spending money on advertising. You do not need to fund your advertising with a bank account and may use a credit card instead. Amazon accepts the following credit cards: American Express, Diners Club, Discover, JCB, MasterCard, and Visa.
Requirements for Listing a New Product on Amazon
Once your Amazon selling account is active, the next step is adding your products to the Amazon marketplace. Below is a list of requirements and best practices for listing a new product on Amazon.
GS1 UPC Number/Barcode
A GS1 UPC will be needed in order to list your product properly on Amazon. GS1 is a not-for-profit organization that develops and maintains the universal product code(UPC Barcode) that you see on almost any product you buy. Amazon needs a GS1 UPC assigned to your product and the barcode affixed to the outside of your product so they can easily identify what it is. GS1 currently sells single-quantity GTINs. If it says your UPC that you just bought is already in use, there are methods to how to reclaim an incorrectly assigned product ID, UPC, EAN on Amazon.com.
Product Photography
Photography of your product will be most customers' first impression of your brand and your product. Great photos that are clear, high quality and well lit builds trust with customers. Amazon requires the first picture to have a pure white background to keep their marketplace looking uniform. After the first picture, you are allowed to have diagrams and people within the images to show the different features and convey the product’s value.
Inventory on Hand
If you do not have a product ready to sell, then it is impossible to move forward at this point. The product may be listed on Amazon, but it will not appear to customers on Amazon.com until you either send inventory into Amazon’s fulfillment centers or enter in the amount of inventory you have on hand and are ready to ship. If you are planning on shipping the products from your own warehouse you will need to set up a merchant shipping template.
Trademark
Though not a requirement, it is very highly recommended that you have a trademark for your brand and register it with Amazon through Amazon Brand Registry. Amazon uses the brand registry along with the Brand field on product listings to ensure authentic products are sold on the site. If you currently do not have a trademark or have not gone through brand registry, you can still list your product without being brand registered.
Category Listing and Product Compliance Documentation
Some products that you may want to list on Amazon require approval because of the category they are classified within on Amazon. Be sure to check your category-specific information and be sure to have all the adequate documentation and comply with all Amazon policies and laws for selling products.
We hope you understand all the requirements to sell and list a new product on Amazon. Know that this is just the beginning to unlock all the merchandising and Amazon Advertising opportunities, but it is important to set up your account and listings accurately to take advantage of those capabilities. If you have any questions about what is needed to sell Amazon.com or what is needed to list a product on Amazon.com, please click the contact us button below to schedule a call.