Amazon Store – Amjad Izhar Blog

Listing products on Amazon involves two key components: the product detail page that all customers see and the individual seller offers for that product. Amazon uses a Global Trade Item Number (GTIN), like a UPC, to link seller offers to the correct product page, streamlining the buying process. Sellers can either match their offer to an existing listing or create a new listing, providing detailed product information. The ability to create new listings can be restricted based on brand registration status, and products can be listed individually or in bulk with variations grouped under a parent product for better customer experience.

Amazon Product Listing Study Guide

Key Concepts:

Product Detail Page: The central information hub for a specific product in the Amazon store, visible to customers. It contains the product title, images, bullet points (“About this item”), and a detailed description.
Offer: A specific seller’s listing of a product, including their price, quantity, shipping options, and handling time. Multiple offers can be associated with a single product detail page.
GTIN (Global Trade Item Number): A unique product identifier used worldwide to track goods. Examples include UPCs, ISBNs, EANs, and JANs. Essential for matching offers to existing product detail pages or creating new ones.
UPC (Universal Product Code): The most common type of GTIN used by Amazon sellers, typically found on product packaging as a barcode.
ISBN (International Standard Book Number): A unique numeric commercial book identifier.
EAN (European Article Number): A GTIN primarily used in Europe.
JAN (Japanese Article Number): A GTIN used in Japan.
GS1 (Global Standards 1): An international organization that issues GTINs. Sellers may need to purchase a GTIN from GS1 or apply for a GTIN exemption from Amazon.
Existing Product Listing (Matching): The process of pairing a seller’s offer with a product detail page that already exists in the Amazon catalog. Sellers primarily provide offer-specific information.
New Product Listing (Creation): The process of creating a brand new product detail page in the Amazon catalog. This requires providing comprehensive product information in addition to offer details.
Amazon Brand Registry: A program for brand owners that provides tools to protect their brand and create accurate product detail pages on Amazon.
Brand Enrollment: The process by which the original rights owner submits their trademark to Amazon to enroll in Brand Registry.
Brand Selling Application: A process that some sellers may need to complete to request approval to sell products from brands enrolled in Brand Registry.
Generic Product: A product without a permanent brand name or logo affixed. When listing, the brand name value is entered as “Generic.”
Variations (Parent/Child): Different versions of the same product (e.g., size, color) grouped together on a single product detail page. The “parent” product represents the main listing, and “child” products are the individual variations.
Seller Central: The web interface used by Amazon sellers to manage their listings, inventory, orders, and other aspects of their selling business.
Add Products Tool: A feature within Seller Central used to match, create, and edit product listings.
Bulk Listing (Inventory File): A method for Professional sellers to upload multiple product listings simultaneously using a spreadsheet.
Single Listing: Adding product listings one at a time through Seller Central.

Short-Answer Quiz:

What are the two fundamental components of every product listing in the Amazon store, and what is the primary purpose of the first component?
Explain the function of a GTIN in the Amazon marketplace and provide at least two common examples of GTINs that sellers might encounter.
Describe the key difference between matching an existing product listing and creating a new product listing on Amazon.
Who are the three types of sellers typically authorized to create a new product detail page for a product enrolled in Amazon Brand Registry? What specific detail should they pay close attention to during creation?
What is a “generic” product in the context of Amazon listings, and how should sellers handle the brand name field when creating a product detail page for such an item?
Explain the concept of product variations on Amazon. What are the “parent” and “child” products, and what is the benefit of grouping variations together?
What is Amazon Brand Registry, and what is its primary purpose related to product listings?
Outline the two basic methods available for adding products to your Amazon inventory through Seller Central. Which sellers have access to both methods?
Where can sellers typically find the GTIN for a product they want to list on Amazon? What might a seller need to do if a product lacks a GTIN?
Describe the purpose of the ‘Add Products’ tool in Seller Central. Where can sellers find more in-depth information and step-by-step instructions on listing products?

Answer Key:

The two basic parts of every Amazon listing are a product detail page and the offers paired with it. The primary purpose of the product detail page is to provide customers with comprehensive information about a specific product to facilitate their purchase decision.
A GTIN serves as a unique identifier for products that are bought, sold, stored, and shipped worldwide, enabling Amazon to correctly pair a seller’s offer with the corresponding product detail page. Common examples of GTINs include UPCs (often found on retail packaging) and ISBNs (used for books).
When matching an existing product listing, sellers are simply associating their offer (price, quantity, etc.) with a product detail page that already exists. When creating a new product listing, sellers provide all the product information necessary for Amazon to generate a brand new product detail page in its catalog.
The three types of sellers who can typically create a new product detail page for a Brand Registry product are the original rights owner who enrolled the brand, other sellers verified as internal to the brand, and resellers authorized by the brand. These sellers should ensure they enter the brand’s name exactly as it appears on the trademark submitted to Brand Registry, paying close attention to letters, special characters, capitalization, and spacing.
A generic product is one that does not have a permanent brand name or logo affixed to it. When creating a product detail page for a generic item, the product owner should use ‘Generic’ as the brand-name value during the listing process.
Product variations refer to different attributes of the same product, such as size, color, or pattern. The “parent” product is the main listing that groups all the variations, while “child” products are the individual variations themselves. Grouping variations on a single detail page makes it easier for customers to compare different versions of an item.
Amazon Brand Registry is a program designed for brand owners to help them protect their intellectual property and create authoritative and accurate product detail pages for their branded products on Amazon.
The two basic methods for adding products to Amazon inventory are listing items one at a time through the ‘Add Products’ tool and listing in bulk using an inventory file. Professional sellers have access to both methods, while all sellers can list items one at a time.
A product’s GTIN can often be found on its packaging, typically above or below the product’s barcode. If a product lacks a GTIN, a seller might need to purchase one from GS1 or apply for a GTIN exemption from Amazon.
The ‘Add Products’ tool in Seller Central is used by sellers to match their offers to existing listings, create new product listings, and edit existing listings. More in-depth information and step-by-step instructions for listing products can be found in the ‘List products’ course within Amazon’s Seller University.

Essay Format Questions:

Discuss the importance of the product detail page in the Amazon marketplace. Analyze the key elements of an effective product detail page and explain how they contribute to the customer experience and a seller’s success.
Compare and contrast the process of matching an existing product listing with the process of creating a new product listing on Amazon. Under what circumstances would a seller typically choose one method over the other, and what are the key considerations for each?
Explain the role and significance of GTINs in the Amazon ecosystem. Discuss the different types of GTINs mentioned in the source material and the implications for sellers who need to obtain or are exempt from using them.
Analyze the benefits and requirements associated with Amazon Brand Registry for brand owners. How does Brand Registry impact the creation and management of product detail pages, and what advantages does it offer to enrolled brands and their authorized sellers?
Describe the concept of product variations on Amazon and explain how the parent-child relationship structure is used to organize these listings. Discuss the advantages of this system for both customers and sellers, and outline the process of listing products with variations.

Glossary of Key Terms:

Amazon Brand Registry: A program that helps brand owners protect their registered trademarks on Amazon and provides them with tools to create an accurate and trusted experience for customers.
Bulk Listing: The process of uploading multiple product listings to Amazon simultaneously using a spreadsheet or inventory file.
Child Product: A specific variation of a product (e.g., a blue shirt in size small) that is grouped under a parent product listing.
EAN (European Article Number): A 13-digit GTIN primarily used in Europe.
Existing Product Listing: Adding your offer to a product detail page that already exists in the Amazon catalog.
Generic Product: A product that does not have a permanent brand name or logo affixed to it.
Global Standards 1 (GS1): An international non-profit organization that develops and maintains global standards for business communication, including the issuance of GTINs.
Global Trade Item Number (GTIN): A unique numeric identifier for trade items, used worldwide.
ISBN (International Standard Book Number): A unique 13-digit number that identifies books and book-like products.
JAN (Japanese Article Number): An 8 or 13-digit GTIN used in Japan.
Matching: The process of associating a seller’s offer with an existing product detail page on Amazon.
New Product Listing: Creating a brand new product detail page for an item that is not yet in the Amazon catalog.
Offer: A seller’s specific listing of a product, including price, availability, shipping details, and other seller-specific information.
Parent Product: The main listing that groups together different variations (child products) of the same product on a single product detail page.
Product Detail Page: The page on Amazon that displays all the information about a specific product, including title, images, description, and customer reviews.
Seller Central: The web interface that Amazon provides to sellers for managing their accounts, listings, orders, and other aspects of their Amazon business.
Single Listing: Adding product listings to Amazon one at a time through the Seller Central interface.
UPC (Universal Product Code): A 12-digit GTIN widely used in North America and other regions, typically represented by a barcode.
Variations: Different versions of the same product that vary by attributes such as size, color, or style.

Briefing Document: Amazon Product Listing Process

Executive Summary:

This document provides a summary of the fundamental aspects of listing products for sale on Amazon, as outlined in the provided source. The core of the Amazon listing process revolves around the concept of a unified product detail page and individual offers from sellers. The document emphasizes the importance of Global Trade Item Numbers (GTINs) for matching offers to the correct product pages and details the two primary methods for listing: matching an existing listing and creating a new one. It also addresses considerations for branded and generic products, as well as the handling of product variations and bulk listing options.

Main Themes and Important Ideas:

1. The Two Pillars of an Amazon Listing:

Every product listing on Amazon comprises two essential elements:

Product Detail Page: This is the central information hub for a specific product, visible to all customers. It includes:
Product name or title
Images
“About this item” bullet points
Product description
The source highlights that “Every product for sale in the Amazon store has its own product detail page. Whether it’s sold by one or multiple sellers, a product’s information is housed in one place. We combine listings in this way to make it easier for customers to find, compare, and purchase products.”
Seller Offers: These are the individual listings from sellers offering a particular product. They include pricing, quantity, shipping information, and handling times. Amazon often features a primary offer based on factors like price and availability, but all offers are accessible to customers.

2. The Crucial Role of Product Identifiers (GTINs):

Amazon uses Global Trade Item Numbers (GTINs) to link seller offers to the correct product detail page. The source states, “The primary tool we use to a pair a seller’s offer with the correct product detail page is a product ID, also called a Global Trade Item Number, or GTIN.”
GTINs are globally recognized identifiers for products and are commonly found on product packaging, often above or below the barcode.
Common GTIN types include UPC, ISBN, EAN, and JAN.
In some instances, sellers may need to purchase a GTIN from GS1 or apply for a GTIN exemption from Amazon.

3. Two Basic Types of Product Listings:

Sellers can list products in two fundamental ways:

Matching an Existing Product Listing: This involves pairing a seller’s offer (price, quantity, shipping details, etc.) with an already existing product detail page. In this case, the seller does not provide product information. The source explains, “When you match an existing product listing, you aren’t providing product information, but are simply pairing your offer with an existing product detail page.”
Creating a New Product Listing: This requires the seller to provide complete product information, which Amazon uses to create a new product detail page. Simultaneously, the seller also provides their specific offer details. The source clarifies, “When you create a new product listing, you provide full product information, which we use to create a new product detail page. You also provide information for your specific offer.”

4. Considerations for Branded Products:

For brands enrolled in Amazon Brand Registry, creating a new product detail page is restricted to:
The original rights owner who enrolled the brand.
Sellers verified as internal to the brand.
Resellers authorized by the brand.
These authorized sellers must ensure the brand name entered during listing exactly matches the trademark information in Brand Registry. The document emphasizes, “When these sellers create a new product detail page, they should make sure they enter the brand’s name exactly as it appears on the trademark submitted to Brand Registry during the enrollment process.”
Other sellers wishing to sell branded products enrolled in Brand Registry typically need to match their offers to the existing product detail page and may be required to complete a brand selling application for approval.
For brands not enrolled in Brand Registry, the product owner can create a product detail page after receiving approval for their unregistered brand name from Amazon. Other sellers can then match offers to these pages.

5. Listing Generic Products:

For products that are generic (without a permanent brand name or logo), the product owner can create a product detail page using “Generic” as the brand name during the listing process.
Once the page is created, other sellers can match their offers to it.

6. Product Variations:

Products that come in different attributes like size, color, or style are considered variations.
Instead of creating separate product detail pages for each variation, Amazon groups them together on a single page under a parent product, with individual variations listed as child products.
Sellers can both match offers to existing listings with variations and create new listings with variations. The source states, “At Amazon, instead of giving each variation its own product detail page…we put all variations on a single page and group them using one main product. We call this main product the “parent” and variations the “child” products.”

7. Methods for Adding Inventory:

Sellers have two primary methods for adding items to their inventory in Seller Central:

One at a Time: All sellers can use this method, matching or creating individual listings using a single product ID.
In Bulk: Professional sellers can use inventory files (spreadsheets) to upload multiple listings simultaneously. This allows for efficient management and editing of listings. The document notes, “Professional sellers can also add items to their inventory in bulk using an inventory file. By entering product and offer information in a spreadsheet, you can upload multiple listings at once.”

8. Selling Applications:

In certain cases, Amazon requires sellers to complete a selling application before they can create or match offers for specific products or categories.
Sellers will be prompted to complete these applications during the listing process if necessary.

9. Seller Central and Further Resources:

The primary tool for managing product listings (matching, creating, and editing) is the “Add Products” tool in Seller Central.
The source recommends reviewing the “List products” course in Seller University for more detailed information and step-by-step instructions.

This briefing document provides a foundational understanding of the Amazon product listing process as described in the provided excerpt. Sellers should consult Seller Central and Seller University for comprehensive guidance and the latest requirements.

Amazon Product Listing: An Overview

Frequently Asked Questions About Listing Products on Amazon

1. What are the fundamental components of an Amazon product listing? Every product listing on Amazon consists of two key parts: a product detail page and the associated offers from sellers. The product detail page provides comprehensive information about the item itself, including the title, images, bullet points outlining key features (“About this item”), and a detailed product description. This page is universal for a specific product, regardless of how many sellers offer it. The offers, on the other hand, are specific to each seller and include details like price, availability, shipping information, and any seller-specific terms. Amazon often highlights a primary offer based on factors such as price and shipping options.

2. How does Amazon ensure the correct seller offer is linked to the right product detail page? Amazon primarily uses a product ID, also known as a Global Trade Item Number (GTIN), to connect a seller’s offer with the corresponding product detail page. GTINs, such as UPCs, ISBNs, EANs, and JANs, are globally recognized identifiers for products. Sellers typically need to provide this number when listing a product, either to match their offer to an existing detail page or to create a new one. In situations where a GTIN is unavailable, sellers might need to purchase one from GS1 or apply for a GTIN exemption from Amazon.

3. What are the differences between matching an existing product listing and creating a new one? When matching an existing product listing, a seller is essentially attaching their offer (price, quantity, shipping details, etc.) to a product detail page that already exists on Amazon. In this case, the seller does not provide product-specific information like title or description. Conversely, creating a new product listing involves providing all the necessary product information, which Amazon uses to generate a brand new product detail page. The ability to create a new listing often depends on the seller’s relationship with the product and brand.

4. How does Amazon handle product listings for branded items, especially those enrolled in Amazon Brand Registry? For products belonging to brands enrolled in Amazon Brand Registry, the creation of a new product detail page is typically restricted to the original rights owner (who enrolled the brand), sellers verified as internal to the brand, and resellers specifically authorized by the brand. These authorized sellers must ensure that the brand name entered during listing exactly matches the trademark information provided during Brand Registry enrollment. Other sellers can then match their offers to these existing branded product detail pages, though they may need to undergo a brand selling application for approval. For brands not in Brand Registry, the product owner can usually create the detail page after obtaining approval for their unregistered brand name from Amazon.

5. What about listing products that don’t have a registered brand or are considered generic? If a product is generic, meaning it lacks a permanent brand name or logo, the product owner can create a product detail page by using ‘Generic’ as the brand name during the listing process. Once this page is created, other sellers are free to match their offers to it. In some instances, regardless of brand status, Amazon may require sellers to complete a selling application before they can list or offer certain products or within specific categories.

6. How are product variations (e.g., different sizes or colors) managed on Amazon listings? Instead of creating separate product detail pages for each variation of an item, Amazon groups them together on a single page. This is achieved using a parent-child relationship. The “parent” product represents the main product, while the “child” products are the different variations (e.g., a shirt in blue small, blue large, yellow small, yellow large). All variations are displayed on one product detail page to help customers easily compare and choose the desired option. Sellers can both match offers to and create new listings that include variations.

7. What are the different methods sellers can use to add products to their Amazon inventory in Seller Central? Amazon provides two primary methods for adding product listings in Seller Central. All sellers can list items one at a time, using a single product ID to match or create an individual listing through the ‘Add Products’ tool. Professional sellers have an additional option to add items in bulk by using an inventory file (spreadsheet). This allows them to upload multiple listings simultaneously and make quick edits to existing listings before re-uploading.

8. Where can sellers find more detailed information and step-by-step guidance on listing products on Amazon? Sellers looking for more in-depth information, including details about product detail pages, product IDs, and step-by-step instructions for creating listings and adding offers, can refer to the comprehensive ‘List products’ course available in Amazon’s Seller University. The ‘Add Products’ tool within Seller Central is also the central point for initiating the process of matching, creating, and editing product listings.

Listing Products on Amazon: A Seller’s Guide

Sellers on Amazon list millions of products annually, including items purchased in bulk for resale and branded or generic products they own. Regardless of inventory size or type, a listing option can be found in Seller Central.

Every product listing consists of two main parts: a product detail page and the offers paired with it.

Product Detail Page: This is what customers see when they select an individual item. It includes:
A product name or title.
Images.
‘About this item’ bullets.
A product description. Every product for sale on Amazon has its own product detail page, consolidating information even if sold by multiple sellers to facilitate comparison and purchase.
Offers: Each product detail page is paired with every seller’s offer for that item. Amazon often highlights an offer based on price, availability, and the customer’s shipping address, but all offers are available for review.

The primary tool used to link a seller’s offer with the correct product detail page is a product ID, also known as a Global Trade Item Number (GTIN).

GTINs are used globally to uniquely identify and track goods.
Whether matching an existing listing or adding a new product, a GTIN is usually required and can often be found on packaging near the barcode.
Common GTINs used by Amazon sellers include UPC, ISBN, EAN, or JAN.
In some cases, sellers may need to purchase a GTIN from Global Standards 1 (GS1) or apply for a GTIN exemption from Amazon.

Once a product ID is obtained, sellers can begin listing on Amazon. There are two basic types of product listings: existing and new.

Matching an Existing Product Listing: In this case, sellers don’t provide product information but simply pair their offer with an existing product detail page. They will provide pricing and quantity information, as well as details about sales, handling times, and shipping.
Creating a New Product Listing: Here, sellers provide full product information, which Amazon uses to create a new product detail page. Sellers also provide information for their specific offer. The ability to create a new product detail page depends on the seller’s relationship with the product.

Brand Considerations for Creating New Product Detail Pages:

Brands Enrolled in Amazon Brand Registry: Only the original rights owner, sellers verified as internal to the brand, and resellers authorized by the brand can create a new product detail page. These sellers must enter the brand name exactly as it appears on the trademark submitted to Brand Registry to ensure successful association. Other sellers can match offers after the product is listed and may need to complete a brand selling application for approval.
Brands Not Enrolled in Brand Registry: The product owner can create a product detail page after securing approval for their unregistered brand name from Amazon. Once approved, they can create additional detail pages for other products of their brand, and other sellers can match offers.
Generic Products: For products without a permanent brand name or logo, the product owner can create a product detail page using ‘Generic’ as the brand name during listing. Other sellers can then match offers.
Selling Applications: In some instances, sellers must complete a selling application for a product or category before creating or matching offers. They will be prompted to do so during the listing process.

Products can also come in variations, such as different sizes, colors, patterns, styles, amounts, or flavors. Instead of separate product detail pages, Amazon groups all variations (child products) under a single main product (parent) on one page to facilitate customer comparison. Sellers can both match and create product listings with variations.

There are two basic processes for adding items to inventory in Seller Central:

One at a Time: All sellers can use a single product ID to match or create an individual listing using the ‘Add Products’ tool.
In Bulk: Professional sellers can upload multiple listings at once by entering product and offer information into a spreadsheet (inventory file) and uploading it to Seller Central. This method also allows for quick edits and re-uploads.

The ‘Add Products’ tool in Seller Central is used for matching, creating, or editing listings. For further information on product detail pages, product IDs, and step-by-step instructions for creating listings and adding offers, sellers can refer to the ‘List products’ course in Seller University.

Amazon Product Detail Pages: Creation and Management

A product detail page is what customers see on Amazon when they select an individual item. It serves as a central location for all the information about a specific product for sale on the Amazon store. Even if a product is sold by multiple sellers, its information is consolidated onto a single product detail page. This is done to make it easier for customers to find, compare, and purchase products.

According to the sources, a product detail page includes several key elements:

A product name or title.
Images of the product.
‘About this item’ bullets that highlight key features or benefits.
A comprehensive product description.

Each product detail page is paired with every seller’s offer for that specific item. While Amazon may feature a particular offer based on factors like price, availability, and the customer’s shipping address, all offers are accessible for review.

Sellers interact with product detail pages in two primary ways when listing products: matching an existing product listing or creating a new product listing.

When matching an existing listing, the seller doesn’t provide product information but instead links their specific offer (including pricing, quantity, sales details, handling times, and shipping information) to a product detail page that already exists on Amazon. This process relies on a product ID, also known as a Global Trade Item Number (GTIN). Common GTINs include UPC, ISBN, EAN, and JAN, and they help Amazon pair a seller’s offer with the correct product detail page. In some cases, sellers might need to purchase a GTIN from GS1 or apply for a GTIN exemption from Amazon.
When creating a new product listing, the seller provides full product information, which Amazon uses to generate a brand new product detail page. The seller also provides their offer details. However, the ability to create a new product detail page depends on the seller’s relationship with the product.

The sources highlight important brand considerations when creating new product detail pages:

For brands enrolled in Amazon Brand Registry, only the original rights owner, sellers verified as internal to the brand, and resellers authorized by the brand can create a new product detail page. These sellers must ensure that the brand name they enter exactly matches the trademark submitted to Brand Registry to ensure proper association. Other sellers can match offers after the page is created and may need to complete a brand selling application for approval.
For brands not enrolled in Brand Registry, the product owner can create a product detail page after receiving approval from Amazon for their unregistered brand name. Once approved, they can create detail pages for other products of their brand, and other sellers can match offers.
For generic products (those without a permanent brand name or logo), the product owner can create a product detail page by using ‘Generic’ as the brand name during the listing process. Subsequently, other sellers can match their offers to this page.
In certain instances, sellers might be required to complete a selling application for a specific product or category before they are allowed to create or match offers. They will be prompted to do so during the listing process.

The sources also mention that products can have variations (e.g., different sizes, colors). Instead of separate detail pages, these variations (child products) are grouped under a single main product (parent) on one product detail page, making it easier for customers to compare different versions of the same item. Sellers can both match and create listings with variations.

The ‘Add Products‘ tool in Seller Central is the primary interface for managing listings, whether matching, creating, or editing them. Professional sellers also have the option to add and manage listings in bulk using an inventory file.

For more in-depth information and step-by-step guidance on product detail pages and listing products, sellers can refer to the ‘List products’ course available in Seller University.

Amazon Seller Central: Product Listing and Inventory Management

Based on the sources, Seller Central is a key platform for sellers on Amazon. It appears to be the central hub where sellers manage their product listings and inventory.

Here’s a breakdown of how Seller Central is discussed in the provided excerpts:

Listing Options: Regardless of the size or type of a seller’s inventory (whether purchased for resale or branded/generic products they own), Seller Central provides listing options for them. This suggests that Seller Central is designed to accommodate a wide range of sellers and products.
‘Add Products’ Tool: Sellers use the ‘Add Products’ tool within Seller Central for various listing-related activities. These activities include:
Matching a seller’s offer to an existing product detail page.
Creating a new product listing and thus a new product detail page.
Editing existing listings.
Bulk Listing: Professional sellers have the capability to add multiple product listings at once in Seller Central by uploading an inventory file (spreadsheet) containing product and offer information. This feature streamlines the listing process for sellers with a large number of products.
Inventory Management: Seller Central facilitates efficient management of inventory as sellers can make quick edits to their inventory file and then re-upload it to Seller Central to reflect changes in their listings.

In summary, the sources indicate that Seller Central is the primary interface where sellers on Amazon can manage their product listings, whether adding new products one at a time or in bulk, matching offers to existing product pages, or editing their current listings. The ‘Add Products’ tool is a central feature within Seller Central that supports these various listing activities. Professional sellers also benefit from the bulk listing capabilities available through Seller Central.

Amazon Product IDs (GTINs): An Overview

Based on the sources, a Product ID, also known as a Global Trade Item Number (GTIN), is the primary tool used by Amazon to pair a seller’s offer with the correct product detail page.

Here’s a more detailed discussion of Product IDs (GTINs) based on the provided source:

Purpose and Importance: GTINs serve as unique identifiers for products on a global scale. They are used worldwide to uniquely identify and track goods throughout the process of being bought, sold, stored, and shipped. On Amazon, a GTIN is generally required whether a seller is matching their offer to an existing product listing or adding a new product to the Amazon catalog. Having the correct GTIN is crucial for ensuring that your offer is associated with the right product detail page that customers see.
Location: Sellers can often find the GTIN on the product’s packaging, typically above or below the product’s barcode.
Common Types of GTINs: The most common GTIN used by Amazon sellers is the UPC (Universal Product Code). However, you might also encounter other types of GTINs on your product, such as ISBN (International Standard Book Number), EAN (European Article Number), or JAN (Japanese Article Number).
Obtaining a GTIN: In some situations, sellers may need to take specific steps to obtain a GTIN:
Purchasing from GS1: For some products, sellers might need to purchase a GTIN from Global Standards 1 (GS1), which is an international organization.
Applying for a GTIN Exemption from Amazon: In other specific cases, sellers might be eligible to apply for a GTIN exemption directly from Amazon. The source does not specify the criteria for these exemptions.
Listing Process: Once a seller has obtained the product ID, they are ready to begin the process of listing their product on Amazon. When using the ‘Add Products’ tool in Seller Central, a product ID will be necessary to either match an existing listing or create a new one.
Further Information: For sellers looking to learn more details about product detail pages and product IDs, or to get step-by-step guidance on listing products, Amazon recommends reviewing the ‘List products’ course available in Seller University.

In summary, the Product ID (GTIN) is a fundamental element in the Amazon listing process. It ensures accurate matching of offers to product detail pages, leverages a global standard for product identification, and is typically required when adding products to the Amazon store, either by matching an existing listing or creating a new one. Sellers should be prepared to either locate the GTIN on their product packaging, purchase one if necessary, or explore the possibility of a GTIN exemption from Amazon.

Amazon Product Listing Types and Processes

Based on the sources, there are two basic types of product listings on Amazon: existing and new. Additionally, listings can involve variations of a product. Here’s a more detailed discussion of these listing types:

1. Matching an Existing Product Listing:

When you choose this option, you are not providing new product information.
Instead, you are pairing your specific offer (including pricing, quantity, sales details, handling times, and shipping information) with a product detail page that already exists on Amazon.
This process relies on having the correct product ID (GTIN) to ensure your offer is linked to the right product.
You will need to provide details specific to your offer.
In some cases, even when matching an existing listing, your relationship with the product or brand might affect your ability to do so, potentially requiring a brand selling application.

2. Creating a New Product Listing:

When you create a new product listing, you are providing full product information.
Amazon uses this information (including product name, images, ‘About this item’ bullets, and a product description) to generate a brand new product detail page.
You also provide the details for your specific offer.
Your ability to create a new product detail page depends on your relationship with the product being listed.
For brands enrolled in Amazon Brand Registry, only the original rights owner, sellers verified as internal to the brand, and authorized resellers can create a new product detail page, ensuring the brand name matches the trademark in Brand Registry.
For brands not enrolled in Brand Registry, the product owner can create a new page after receiving approval for their unregistered brand name from Amazon.
For generic products (without a permanent brand name or logo), the product owner can create a new page by using ‘Generic’ as the brand name.
In some instances, a selling application might be required before you can create a new product detail page for a specific product or category.

3. Listings with Variations:

Products can have variations if they are available in different sizes, colors, patterns, styles, amounts, or flavors.
Instead of separate product detail pages for each variation, Amazon groups all variations (child products) under a single main product (parent) on one product detail page.
This makes it easier for customers to compare different versions of the same item.
Sellers can both match and create product listings with variations as a normal part of the listing process.

Methods for Adding Listings in Seller Central:

One at a time: All sellers can use the ‘Add Products’ tool in Seller Central to match or create individual listings using a single product ID.
In bulk: Professional sellers have the option to add multiple listings at once by using an inventory file (spreadsheet) and uploading it to Seller Central. This allows for efficient management of a large inventory.

In summary, when listing products on Amazon through Seller Central, you will either match your offer to an existing product detail page using a GTIN, or you will create a new product detail page by providing comprehensive product information, with your ability to do so often tied to your relationship with the product or brand. Both types of listings can also include variations of a product, all managed within a single product detail page. You can manage these listings one at a time or in bulk, depending on your seller type. The ‘Add Products’ tool in Seller Central is your primary interface for all these listing activities.

Intro to listing products

The Original Text

Sellers list millions of products each year in the Amazon store. Some list items they’ve purchased in bulk in order to resell. Others list branded or generic products that they own. Whether your inventory is large or small, unique or part of an established line, you can find a listing option in Seller Central. There are two basic parts to every listing: a product detail page and the offers paired with it. A product detail page is what customers see when they select an individual item in the Amazon store. The page includes a product name or title, images, ‘About this item’ bullets, and a product description. Every product for sale in the Amazon store has its own product detail page. Whether it’s sold by one or multiple sellers, a product’s information is housed in one place. We combine listings in this way to make it easier for customers to find, compare, and purchase products. Each product detail page is also paired with every seller’s offer for that item. We often feature an offer based on price, availability, and the customer’s shipping address, but all others are also available for review. The primary tool we use to a pair a seller’s offer with the correct product detail page is a product ID, also called a Global Trade Item Number, or GTIN. GTINs are used around the world to uniquely identify and track goods that are bought, sold, stored, and shipped. Whether you’re matching your offer to an existing listing or adding a new product to the Amazon catalog, you’ll probably need this number. It can often be found on packaging above or below the product’s barcode. The most common GTIN used by Amazon sellers is a UPC, but you might also find an ISBN, EAN, or JAN on your product. In some cases, you might need to purchase a GTIN for a product from an international organization called Global Standards 1, or GS1 for short. In other cases, you might need to apply for a GTIN exemption from Amazon. Once you have a product ID, you’re ready to start listing in the Amazon store. There are two basic types of product listings: existing and new. When you match an existing product listing, you aren’t providing product information, but are simply pairing your offer with an existing product detail page. You’ll provide pricing and quantity information, and can enter information about sales, handling times, and shipping. When you create a new product listing, you provide full product information, which we use to create a new product detail page. You also provide information for your specific offer. Your ability to create a new product detail page depends on your relationship with the product being listed. In some cases, your relationship with a product may also impact your ability to match an offer. If a product is part of a brand enrolled in Amazon Brand Registry, only three types of sellers can create its product detail page: the original rights owner who enrolled the brand, other sellers verified as internal to the brand, and resellers authorized by the brand. When these sellers create a new product detail page, they should make sure they enter the brand’s name exactly as it appears on the trademark submitted to Brand Registry during the enrollment process. It should have the same letters and special characters, as well as the same capitalization and spacing. That helps ensure that the product is successfully associated with the brand in the Amazon catalog. After the product is listed, other sellers can then match offers to the product detail page. They may be prompted to complete a brand selling application first in order to request approval for the registered brand. If a product is part of a brand not enrolled in Brand Registry, the product owner can create a product detail page for it after they secure approval for their unregistered brand name, which Amazon will prompt them to do. If an exception is granted, they can create their product detail page, and they can create additional detail pages for other products that are part of their brand. Other sellers are able to match offers to these pages. Finally, if a product is generic, meaning it doesn’t have a permanent brand name or logo affixed, its product detail page can be created by the product owner using ‘Generic’ as a brand-name value during the listing process. After the page is created, other sellers can match offers. Note that, in some cases, sellers are required to complete a selling application for a product or category before they can create or match offers to a product detail page. If that’s necessary, you’ll be prompted to complete that application during the listing process. Both new and existing products can also come in variations. Products have variations if they’re available in different sizes, colors, or patterns, or have various styles, amounts, or flavors. For example, a shirt might come in two colors, blue and yellow. It might also come in two sizes, small and large. That would be four variations total, one for each color-and-size pairing. At Amazon, instead of giving each variation its own product detail page, which would make it difficult for customers to compare versions of an item, we put all variations on a single page and group them using one main product. We call this main product the “parent” and variations the “child” products. You can both match and create product listings with variations as a normal part of the listing process. Whether you’re matching or creating product listings, there are two basic processes for adding items to your inventory in Seller Central: one at a time or in bulk. All sellers can list items one at a time. That means you’ll use a single product ID to match or create an individual listing. Professional sellers can also add items to their inventory in bulk using an inventory file. By entering product and offer information in a spreadsheet, you can upload multiple listings at once. You can also make quick edits to your file when listings need to change, and re-upload to Seller Central with a few quick clicks. You’ll use the ‘Add Products’ tool in Seller Central each time you want to match, create, or edit a listing. To learn more about product detail pages and product IDs, or to get step-by-step instructions for creating listings and adding offers to products in the Amazon store, review the full list of modules in our ‘List products’ course in Seller University.

By Amjad Izhar
Contact: amjad.izhar@gmail.com
https://amjadizhar.blog

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Category: Amazon Store

Listing Products in the Amazon Store: Global Trade Item Number (GTIN), Match Offer, Product Detail Page