How to Setup Your Product Listings on Amazon

Here are some essential tips for setting up and optimizing product variation listings to improve visibility and conversion rates. Track and analyze your success using Junglytics.

Isiah Kurz

October 9, 2023

Amazon FBA sellers love the ecommerce giant for its vast marketplace of eager customers. But there’s also a lot of competition on Amazon for that same reason. The only chance you, as a seller, have to attract and talk to potential buyers is through your product listing page. Under those constraints, it’s vital to craft high-quality listings that give customers the information they need to convert.

We’ll cover how to set up your Amazon product listings (including bulk uploads and variation listings), as well as Amazon product listings optimization tips to make sure your variations get in front of the right people.

How to Setup Your Product Listings on Amazon

Setting up a product listing on Amazon is pretty straightforward. Here's a simple guide on how to do it:

Navigate to Inventory: From your Seller Central dashboard, go to "Inventory" and select "Add a Product."
Choose a Category: Select the category that best fits your product.
Identify the Parent Product: When adding a new product, you'll be asked to create a "Parent" listing. This is where you'll enter information that applies to all variations, such as the product's title, description, and images.
Add Child Variations: Under the parent listing, you'll have the option to add child variations. These are the specific options or variants of your product, like different colors, sizes, or styles. For each child variation, provide unique details like SKU, price, quantity, and any other specific attributes.
Fill in Variation Specifics: When adding child variations, fill in any variation-specific information. For example, if you're selling shirts in different colors and sizes, specify the color and size for each child variation.
Set Pricing and Inventory: Adjust each child variation's price and inventory levels as needed. Amazon's automated pricing tools can help you stay competitive.
Upload Images: Upload images for each child variation that accurately represent the specific variant. High-quality images are crucial for attracting buyers.
Complete the Listing: Review all the details for accuracy and completeness. Ensure that the parent-child relationships are correctly set up.
Submit the Listing: Once everything looks good, submit your variation listing. Amazon will review it for compliance with their guidelines, and once approved, your product will go live on the ecommerce site.

Adding a product in Amazon Seller Central.

How to Create Amazon Variation Listings

To create Amazon variation listings, follow these steps:

Locate the Parent-Child Product Listing: Identify the parent-child product listing you want to separate. The child product you wish to separate should be one of the variations under the parent listing.
Create a New Listing: Go to the "Inventory" tab and select "Add a Product.” Choose "Create a new product listing." Enter all the necessary product information for the new standalone listing. This includes title, brand, description, images, price, and other relevant details.
Remove the Variation from the Parent Listing: To separate a variation from the parent listing, you need to delete it from the parent-child relationship. In the "Inventory" tab, find the parent product listing, and click on it to edit. Go to the "Variations" section and select the specific variation (child product) you want to remove. Click "Delete" or "Remove" to remove that variation from the parent listing.
Submit the New Listing for Approval: Once you've created the new standalone listing and removed the variation from the parent listing, you may need to submit the new listing for Amazon's approval, especially if it's a new product that hasn't been listed on Amazon before.
Monitor and Manage the New Listing: After your new standalone listing is approved, you'll need to manage it separately from the original parent-child listing.

Including product variations inside of Seller Central.

How to Use the Amazon Bulk Upload File Feature

Bulk uploads are ideal for managing a high number of SKUs and variations on Amazon. Here’s what you need to do:

Prepare your Data in a CSV or Excel spreadsheet.
Download Amazon's template file to structure your data properly. This template can be found in the "Inventory" or "Add a Product" sections of Seller Central.
Enter product data (such as SKU, product title, price, quantity, etc.) into the template.
Save and upload the file in the "Inventory" or "Add a Product" section in Seller Central. Look for the "Bulk Upload" or "Upload File" options and choose the file you created.

The inventory file template in Microsoft Excel for bulk upload.

Business Intelligence for Amazon Sellers: Get Down to the Product or Variation Level With Junglytics

Once you’ve created your Amazon product and variation listings using the tips above, you’ll want to understand how well your products are performing. Most Amazon sellers use Seller Central to investigate key performance indicators (KPIs) for their business.

But there’s just one problem—and it’s a big one. Seller Central is difficult to use. Its KPIs are limited. And in most cases, the onus is on you to download the data from Seller Central, upload it to Excel, create your own pivot tables, and assume you’ve done so correctly. Okay—maybe that’s more than one problem. But you get my point.

If you really want to get into product-level or variation-level metrics, Seller Central can’t cut it. But thankfully, Junglytics can!

A Junglytics card showing profit by product line.

Junglytics is a business intelligence solution for Amazon sellers. It’s simple to use, completely customizable, and provides the accurate insights you need to understand and grow your business.

With Junglytics, you can group by primary or secondary variant to track:

Profit
Sales trends
Total advertising cost of sales (TACoS)
Return on ad spend (ROAS)
Organic vs. PPC
Conversion rates
Amazon fees
Return on investment
Traffic
Margin
Inventory
And so much more

With a few quick clicks, you can investigate real-time performance, examine historical data, zone in on the performance of a specific set of products and variations, and track the KPIs most important to achieving your goals.

Junglytics was made by Amazon sellers for Amazon sellers. Are you ready to explore Junglytics for yourself? Check out our live demo to see how simplicity and power come together inside of Junglytics.

‍For more thought leadership, check out our content and follow me on LinkedIn.

ABOUT THE AUTHOR

Isiah Kurz

Isiah is an experienced content writer with more than a decade of experience in journalism, public relations, and marketing.

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