Overview

When Amazon sellers expand into new international marketplaces, creating accurate and optimized product listings is one of the most critical steps in the process. Each marketplace has its own requirements for product identifiers, titles, images, and language, so sellers need to understand these differences before going live. This reference guide breaks down the key components of a global listing and the tools available to streamline the process.

Key Points / What Sellers Need to Know

• Product identifiers are required — Every listing needs a global identification number such as a UPC, EAN, or ISBN. The specific type accepted may vary by marketplace, so sellers should verify which identifiers are valid in their target region.
• Titles must follow marketplace-specific style guides — Different categories and marketplaces enforce their own title formatting standards. Sellers should consult the relevant style guide before writing product titles to avoid suppressed listings.
• Bullet points and descriptions serve different purposes — Bullet points are designed to quickly highlight top product features, while the product description section allows for more detailed information. Both should be tailored to the target marketplace audience.
• Image standards vary by category and marketplace — Product photos must show as much detail as possible, and certain categories impose specific image requirements. Reviewing the applicable style guide is essential to meet compliance standards.
• Search terms directly impact discoverability — Sellers can provide multiple search terms that potential customers might type into the search bar. Choosing relevant, well-researched keywords improves the chances of a product appearing in search results.
• Listing quality affects sales performance — The overall quality of a listing influences how frequently products surface in searches, which in turn impacts conversion rates and revenue.

Listing Methods: Manual vs. Bulk Upload

Sellers with a small inventory of fewer than 100 products may find it easiest to use Amazon's single-product listing tool, which allows them to add items one at a time through Seller Central. For those with professional accounts and larger catalogs, Amazon provides inventory file templates that support bulk uploads. These templates can be downloaded from Seller Central and allow sellers to load hundreds or thousands of products at once, saving significant time compared to manual entry.