Overview

Amazon Custom is a feature set that allows sellers to offer customizable and made-to-order products directly to customers on the Amazon marketplace. Through this program, sellers collect configuration or personalization details from buyers before completing and shipping the product. The program supports multiple customization types that can be combined on a single listing, giving sellers flexibility to create unique, personalized offerings.

Key Points / What Sellers Need to Know

• Four customization types available — Amazon Custom supports text, image, product configuration (dropdowns), and additional input/notes customizations, all of which can be combined on a single product listing.
• Professional selling plan required — Only sellers on a Professional selling plan are eligible to participate in the Amazon Custom program.
• Seller-fulfilled only — All Custom orders must be fulfilled by the seller directly. Fulfillment by Amazon (FBA) is not available for Custom products.
• Sole offer requirement — To enable customization on a product, you must be the only active seller offering that specific ASIN. If other sellers have offers on the same product, you need to create a unique listing.
• No additional program fees (currently) — The current set of Amazon Custom features is free to use, though standard Professional plan subscription fees and referral fees still apply.

Customization Types Explained

Amazon Custom offers four distinct ways for buyers to personalize products. Text customization allows customers to add text using seller-specified fonts and colors, supporting up to 10 text fields per product surface. Sellers can restrict character types, set character limits, and define multiple lines — making it ideal for engraving, embroidery, monogramming, and similar applications. Product configuration or dropdown customization lets sellers create a series of dropdown menus with up to 100 options, enabling buyers to essentially build their own product. This type also supports additional fees for specific options and thumbnail images to help customers visualize their choices.