Amazon Seller Checklist: Everything Before Your First Sale

Pre-launch requirements

Before you touch Seller Central, make sure you have these fundamentals ready:

• Business entity: LLC or sole proprietorship registered. Amazon requires a valid business for Professional seller accounts.
• EIN or SSN: Required for tax reporting. If you don't have an EIN, apply through the IRS website (free, instant online).
• Bank account: Dedicated business bank account for Amazon payouts. Don't mix with personal finances.
• Credit card: For the monthly Professional seller fee ($39.99/month) and any Amazon advertising charges.
• Product ready: Inventory manufactured, quality-checked, and either in your possession or at a prep center ready to ship to FBA.
• UPC/EAN barcode: Purchased from GS1 (the only legitimate source). If you have Brand Registry, you can use Amazon's FNSKU instead.
• Product photography: 7 images minimum — main image on white background, lifestyle shots, infographics, size comparison, what's-in-the-box.
• Keyword research: 15-25 target keywords identified with search volume and competition data. See our keyword research guide.

Account setup checklist

• ☐ Professional Seller account created ($39.99/month — don't use Individual plan if you're serious)
• ☐ Tax information submitted (W-9 for US sellers, W-8BEN for international)
• ☐ Bank account connected for payouts (Settings → Account Info → Deposit Methods)
• ☐ Two-factor authentication enabled (mandatory for security)
• ☐ Shipping settings configured (even if using FBA, set backup FBM rates)
• ☐ Return address set (Settings → Account Info → Return Information)
• ☐ Brand Registry enrolled (if you have a registered trademark)
• ☐ $200 new seller ad credit claimed (check Campaign Manager for the promotion — expires 90 days after account creation, most sellers forget this)

Listing checklist

• ☐ Title: Primary keyword front-loaded, under category character limit, includes brand name, key features, size/quantity. See our title optimization guide.
• ☐ Bullet points (5): Benefit-first format, each bullet starts with a CAPITALIZED key feature, includes 1-2 target keywords naturally, 150-250 characters each. See our bullet point writing guide.
• ☐ Product description: Expanded benefit details, use HTML formatting if not using A+ Content, include remaining keywords
• ☐ Backend search terms: Fill all 250 bytes. No repeats from title/bullets. Include misspellings, synonyms, Spanish translations if relevant. This is the #1 most overlooked step.
• ☐ Category: Correct browse node selected. Wrong category = wrong customers. See our category selection guide.
• ☐ Price: Set based on competitive analysis. Consider launching 10-15% below target to boost initial conversion rate.
• ☐ A+ Content: If Brand Registered, create 5 modules minimum. Use comparison charts, feature highlights, and brand story. See our A+ Content guide.

Image checklist

• ☐ Main image: Pure white background (RGB 255,255,255), product fills 85%+ of frame, minimum 1000×1000 pixels (2000×2000 recommended), no text/graphics/watermarks
• ☐ Image 2: Key features infographic — callout the top 3-4 features with text overlays
• ☐ Image 3: Lifestyle/in-use shot — show the product being used in a real setting
• ☐ Image 4: Size/scale comparison — show the product next to a common object for size reference
• ☐ Image 5: Detail/materials closeup — showcase quality and craftsmanship
• ☐ Image 6: What's in the box — show all included items laid out
• ☐ Image 7: Additional lifestyle or comparison chart image

For AI-generated product images, see our AI product photography guide.

Fulfillment checklist

• ☐ FBA vs FBM decision: FBA is recommended for most new sellers — Prime badge, better Buy Box eligibility, Amazon handles shipping and returns. See our FBA vs FBM comparison.
• ☐ FNSKU labels: Generated from Seller Central, printed on adhesive labels, applied to every unit
• ☐ Prep requirements: Check your category's FBA prep requirements — poly bagging, bubble wrap, suffocation warnings, etc.
• ☐ FBA shipment created: Shipping plan in Seller Central with correct quantities and box contents
• ☐ Inventory shipped and received: Track your shipment and confirm Amazon has received and processed all units

Launch week checklist

• ☐ PPC campaigns created: 3 campaigns minimum — auto (keyword discovery), exact match (high-intent keywords), product targeting (competitor ASINs). See our PPC structure guide.
• ☐ PPC budget set: $30-50/day recommended for launch. Higher than maintenance because you need velocity to build ranking.
• ☐ Amazon Vine enrolled: If eligible, enroll to get initial reviews. Cost: $200 for up to 30 reviews. Worth it for social proof.
• ☐ Coupon created (optional): 10-15% launch coupon to boost conversion rate. The green badge in search results improves CTR.
• ☐ Social media announcement: Drive external traffic using Amazon Attribution links for tracking
• ☐ Email list notification: If you have an existing customer base, notify them of your new Amazon listing

Post-launch monitoring

The first 30 days are critical. Set up monitoring for these metrics:

For a detailed first-month plan, see our first 90 days guide and product launch playbook.

Most commonly missed steps

1. Backend search terms (missed by ~60% of new sellers). Amazon gives you 250 bytes of backend keyword space that's invisible to customers but indexed for search. Most sellers enter 3-5 terms and leave 200+ bytes empty. Fill it completely with unique keywords not already in your title and bullets.

2. New seller ad credit ($200, missed by ~70%). Amazon offers new Professional sellers a $200 advertising credit. It's buried in Campaign Manager and expires 90 days after account creation. Check for it immediately.

3. A+ Content (skipped by ~50% of Brand Registered sellers). A+ Content replaces your plain-text description with rich media modules. It increases conversion rate by 3-10% on average. If you have Brand Registry and aren't using A+ Content, you're leaving money on the table.

4. Launch-day PPC (delayed by ~40%). Some sellers want to "see how organic goes first." On a brand-new listing with zero reviews and zero ranking history, organic traffic is essentially zero. PPC is your only traffic source for the first 2-4 weeks.

5. Indexation verification (skipped by ~80%). After your listing goes live, search for your target keywords and verify your product actually appears in results. If you're not indexed for a keyword, it doesn't matter how good your listing is — customers can't find you.

Launch readiness audit