In the ever-evolving world of e-commerce, Amazon continues to be a dominant force, offering sellers multiple ways to reach customers. One of the most flexible options for sellers is Fulfillment by Merchant (FBM), where you handle storage, packaging, and shipping of your products. Creating an effective FBM product listing is crucial for success on the platform. This comprehensive guide will walk you through the process of setting up a new product listing for Fulfillment by Merchant, helping you optimize your listing for maximum visibility and sales.
Why Choose Fulfillment by Merchant (FBM)?
Before diving into the process of creating an FBM listing, let’s explore why many sellers opt for this fulfillment method:
Greater control over inventory and shipping
Lower fees compared to Fulfillment by Amazon (FBA)
Ability to offer products not suitable for FBA
Flexibility in handling customer service
No long-term storage fees
Now, let’s delve into the step-by-step process of creating an optimized FBM product listing on Amazon.
Step 1: Access the Add a Product Tool
Log in to your Amazon Seller Central account
Navigate to the “Inventory” tab in the top menu
Select “Add a Product” from the dropdown menu
Step 2: Choose Your Product Category
Search for your product in the Amazon catalog
If your exact product exists, select “Sell this product”
If your product is not listed, click “Create a new product listing”
Choose the most appropriate category for your product
Step 3: Enter Product Details
This is where you’ll provide crucial information about your product. Be as detailed and accurate as possible to improve your listing’s visibility and appeal to potential customers.
Product Name:
Create a clear, concise title that includes key product features
Use title case and keep it under 200 characters
Include brand name, product type, key features, color, and size (if applicable)
Example: “BrandX Ergonomic Office Chair – Breathable Mesh, Adjustable Lumbar Support, 360° Swivel – Black”
Brand Name:
Enter your product’s brand name accurately
If you’re the manufacturer, use your own brand name
Manufacturer:
Provide the name of the company that produces the item
Product ID:
Enter the appropriate identifier (UPC, EAN, ISBN, or ASIN)
If you don’t have a product ID, you may need to purchase a UPC or apply for a GTIN exemption
Variation Details:
If your product comes in multiple variations (e.g., sizes, colors), set up a parent-child relationship
Create separate child listings for each variation
Step 4: Offer Details
This section is where you’ll provide information specific to your offer as an FBM seller.
Your Price:
Set a competitive price for your product
Consider your costs, competitor prices, and desired profit margin
Quantity:
Enter the number of units you have available for sale
Set up automated inventory management if possible
Condition:
Specify whether your product is new, used, or refurbished
If used or refurbished, provide an accurate description of the item’s condition
Fulfillment Channel:
Select “I will ship this item myself (Merchant Fulfillment)”
Handling Time:
Indicate how long it typically takes you to ship an order after receiving it
Be realistic to ensure customer satisfaction
Step 5: Product Description
Craft a compelling product description that highlights your item’s features and benefits. This is your opportunity to convince potential buyers that your product is the right choice for them.
Key Product Features:
List 5-7 bullet points highlighting the most important features and benefits
Start each bullet point with a capital letter
Focus on what sets your product apart from competitors
Example:
- Ergonomic Design: Contoured backrest and seat provide optimal support for long hours of work
- Breathable Mesh Material: Keeps you cool and comfortable throughout the day
- Adjustable Lumbar Support: Customizable lower back support for personalized comfort
- 360° Swivel Base: Smooth rotation for easy mobility and access to your workspace
- Durable Construction: High-quality materials ensure long-lasting performance
Product Description:
Write a detailed paragraph or two about your product
Include information not covered in the bullet points
Use HTML formatting to improve readability (e.g., for bold,
for line breaks) Example: Experience unparalleled comfort and productivity with the BrandX Ergonomic Office Chair.
Designed with your well-being in mind, this chair combines cutting-edge ergonomics with stylish aesthetics. The breathable mesh backrest ensures proper airflow, keeping you cool during long work sessions. With its fully adjustable features, including seat height, armrests, and lumbar support, you can customize the chair to fit your unique body shape and preferences.
Whether you’re working from home or in a corporate office, the BrandX Ergonomic Office Chair provides the support and comfort you need to stay focused and productive throughout the day. Invest in your health and efficiency with this premium office chair.
Step 6: Search Terms and Keywords
Optimize your listing for Amazon’s search algorithm by including relevant keywords.
Search Terms:
Enter up to 250 characters of highly relevant search terms
Avoid repetition, punctuation, and stop words (e.g., “a,” “an,” “the”)
Focus on terms customers might use to find your product
Example: ergonomic office chair mesh back support adjustable lumbar home desk computer task seating
Subject Matter:
Choose relevant subject keywords from the provided list
These help categorize your product and improve its discoverability
Step 7: Images
High-quality images are crucial for attracting customers and showcasing your product effectively.
Main Image:
Use a clear, professional photo of the product against a plain white background
Ensure the product fills at least 85% of the image frame
Use a high-resolution image (at least 1000px on the longest side)
Additional Images:
Include multiple angles and close-ups of important features
Show the product in use to give customers a better idea of its size and functionality
If applicable, include infographics or comparison charts
Step 8: More Details
Provide any additional relevant information about your product.
Legal Disclaimer:
Include any necessary warnings or legal information
Warranty:
Specify the warranty terms, if applicable
Product Dimensions:
Provide accurate measurements of your product
Item Weight:
List the weight of the item for shipping calculations
Step 9: Shipping Settings
As an FBM seller, you’re responsible for shipping your products. Set up your shipping options carefully.
Shipping Rates:
Set competitive shipping rates for different regions
Consider offering free shipping to increase sales
Handling Time:
Specify how quickly you can process and ship orders
Shipping Methods:
Offer various shipping speed options to cater to different customer needs
Step 10: Review and Submit
Before finalizing your listing:
Preview your listing to ensure all information is accurate and complete
Check for any error messages or warnings
Make sure your pricing is competitive and profitable
Verify that your inventory count is correct
Once you’re satisfied with your listing, submit it for Amazon’s review. The approval process typically takes 24-48 hours.
Best Practices for FBM Listings:
Regularly update your inventory to avoid overselling
Monitor your competitor’s prices and adjust yours accordingly
Respond promptly to customer inquiries and feedback
Continuously optimize your listing based on performance data
Consider using Amazon’s advertising options to boost visibility
Conclusion:
Creating an effective Amazon FBM product listing requires attention to detail and a thorough understanding of the platform’s requirements. By following this comprehensive guide, you’ll be well-equipped to create listings that stand out from the competition and attract more customers. Remember that success on Amazon is an ongoing process – regularly review and optimize your listings, stay responsive to customer needs, and adapt to changes in the marketplace to ensure long-term success as an FBM seller.
