Introduction to Selling on Amazon

When registering as a seller on Amazon, you create a single seller account for your business through Amazon Seller Central. Operating and maintaining multiple seller accounts is prohibited.

You can also use your Amazon buyer account to login.

1. Create Seller Account

  1. Provide the business name that will be displayed on Amazon so that customers remember your company.

  2. Next, enter your mobile number and verify the same through OTP. After completion of mobile verification, you will be redirected to seller information page.
  3. Make sure your business contact information is current (email and phone number) so that Amazon can contact you, if necessary.

  4. You need to provide your tax details and bank account information for payments and settlements.

  5. Provide delivery and return policies to help build customer trust.

  6. Describe any gift messaging and gift wrap services that you may offer.

  7. Upload your logo to your seller account. Your storefront logo image must be exactly 120 x 30 pixels.

  8. Set your shipping rates so that customers know what your delivery costs are.

To view your account information, go to Settings → Account Info. Here, you can update your vacation settings, bank account information, business information, shipping and returns information, tax information and other seller profile features.

2. Amazon Seller Central

It is web interface for sellers to manage their account. In top section, there are various menu items for navigating - Catalogue, Inventory, Pricing, Orders, Advertising, Reports, Performance, Apps & Services, and B2B. On the top right, there is search bar, Messages, Help and Settings.

Below the navigation, there are various cards like news and other sections.

3. Listing of Products

Listing products in the right categories and with the correct information is critical for good customer experience and strong seller performance. All the listings must conform to the standards described in the Style Guide specific to your category.

Product detail pages do not belong to a single seller. The product title, image and details must be specific to the product itself, not to any individual product or seller promotions. You can find your products in Amazon's catalog or create a new listing. Enter your selling price, MRP, Quantity in stock, and shipping channel.

You have to set up your delivery rates, sale pricing and promotions in seller central. Do not include any of this information in product listing details. The price at which you list a product on Amazon must be the same or better than for the same product offering on your other online sales channels.

Product Titles

  • Provide information about the specific product only. Keep it short, but include critical information.
  • 100 characters maximum
  • Start with the product brand where appropriate, not the seller.
  • Include a model number, when available.
  • Use only plain text (no HTML formatting).
  • Pay attention to correct capitalization. Avoid all capital letters.
  • Use numerals (2 instead of two).


  • Show only the product that is for sale, with no accessories, what the buyer will actually receive.
  • Use a pure white background (RGB values of 255,255,255).
  • Provide images with 1,000 x 500 pixels or larger.
  • The product must fill at least 85% of the image area.
  • The image format must be JPEG (.jpg), TIFF (.tif) or PNG (.png). JPEG is preferred.
  • Use professional photographs.

Customer Orders

When you set up your seller account, you'll find information about delivery expectations that you will need to integrate into your order and fulfillment processes. You are required to confirm to Amazon when you have dispatched your orders, so that Amazon can keep customers informed about the progress of their orders and charge their payment method for the purchase.

You must confirm to Amazon that you have dispatched the product to be able to receive payment. This confirmation will also trigger Amazon's dispatch confirmation email to the customer and will set the expectation for the estimated delivery date.

You should check your seller account at least daily for new orders. Schedule order reports to track orders and order information.

Customer Service

Amazon's return policies allow for the return of new, unopened items within 7 days of delivery for a full refund. You are required to accept those returns and provide a refund, in accordance with Amazon Returns Policy.

Amazon provides all the order and dispatch emails to customers. So, you do not have to send order or dispatch confirmation emails. This is to avoid conflicting messaging or confusion for the customer. Selling on Amazon requires less communication by you to customers, since much of the process communication is handled by Amazon.

  • Fulfill all orders within the promised lead time and delivery windows and deliver exactly what you listed for sale.

  • Clearly explain your delivery, return and refund policies and processes, along with other pertinent information.

  • Do not send communications to customers other than as necessary for order fulfillment and related customer service.

  • Respond promptly to buyer questions about the status of their order.

  • Customers have come to expect the same level of customer service from sellers that they receive from Amazon. If you don't meet that standard, you may have to deal with some unsatisfied customers.

  • Be courteous and patient with customers when they request information, returns or refunds.