Amazon is the marketplace where a product is matched against an existing detail page (ASIN) rather than created as a new listing — your feed has to align with what Amazon already knows about each item. FeedArc generates an Amazon-compliant flat file (tab-separated TSV with 24 specific columns), auto-detects the identifier type (EAN/UPC/GTIN/ISBN) from your GTIN length, maps your `availability` to Amazon's expected `quantity` integer, and enforces brand presence — which is required on Amazon, unlike Google Shopping or Meta Catalog.
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Amazon Seller Central ingests a tab-separated flat file (TSV) with 24 specific column headers — not a generic CSV or XML. Column names are Amazon-specific (`item_sku`, `item_name`, `product_description`, `external_product_id`, etc.), not the Google-style names other channels use. FeedArc emits this format directly from your normalised product catalogue.
item_sku item_name product_description external_product_url main_image_url standard_price currency quantity condition_type brand_name external_product_id external_product_id_type manufacturer_part_number color_name size_name
ASICS-N25-M9 "ASICS Gel-Nimbus 25 Running Shoes Mens Size 9" "Premium long-distance running shoe with FF Blast Plus cushioning..." https://example.com/shoes/gel-nimbus-25 https://example.com/cdn/gel-nimbus-25.jpg 189.00 USD 999 New ASICS 4550456987123 EAN 1011B547-001 Black 9
ASICS-S22-W7 "ASICS Stan Smith Classic Womens Size 7" "Iconic minimalist tennis shoe in white leather..." https://example.com/shoes/stan-smith https://example.com/cdn/stan-smith.jpg 85.00 USD 999 New ASICS 4051043891241 EAN S22-W7 White 7item_skuYour internal SKU. Becomes Amazon's seller-side identifier (separate from ASIN which Amazon assigns).
item_nameProduct title. Max 200 characters (FeedArc auto-truncates). Amazon style guide: Brand + Model + Key Attribute + Size/Quantity.
product_descriptionLong-form description. Max 2,000 characters — significantly tighter than Google (5,000) or Meta (9,999).
external_product_urlManufacturer or seller product URL. Used for catalog matching when ASIN does not exist yet.
main_image_urlPrimary image URL. Amazon recommends 1,000×1,000 pixels minimum, pure white background, product centred.
standard_priceNumeric price without currency symbol (e.g. `189.00`). Currency goes in a separate column.
brand_nameBrand — REQUIRED on Amazon (unlike Google/Meta where it is recommended). Max 50 characters. Generic merchandise must use "Unbranded".
external_product_idGTIN, EAN, UPC, ISBN, or ASIN. Required for catalog matching. FeedArc auto-detects type from digit length.
item_name200 charactersproduct_description2,000 characters (Amazon's shortest)brand_name50 charactersexternal_product_idauto-detected: EAN-13 / UPC-12 / GTIN-14 / ISBN-10main_image_urlmin 1,000×1,000 px recommended (Amazon zoom feature)Amazon is a marketplace, not an ad surface — your listing competes against every other seller of the same ASIN on price, fulfillment speed, and seller rating. Five capabilities make Amazon strategically different from any ad-driven channel:
Unlike Google Shopping or Meta Catalog where you create your own product entries, on Amazon you match against existing product detail pages (ASINs) when one exists for your GTIN. Multiple sellers share the same ASIN; the Buy Box decides who gets the sale. New ASINs are created only when no matching detail page exists.
The Selling Partner API replaces the deprecated MWS API and provides server-side push for inventory + pricing + listings. FeedArc uses SP-API to keep your Seller Central inventory in lockstep with your real catalogue — no flat-file uploads, no manual Seller Central work after initial setup.
Amazon operates separate marketplaces per region (US, UK, DE, FR, IT, ES, JP, CA, MX, AU, IN, BR, NL, PL, SE, TR, AE, SA, EG, ZA, SG, BE). Each has its own ASIN catalog, currency, and tax rules. FeedArc lets you push the same product to multiple marketplaces with per-marketplace currency, language, and listing rules.
Brand Registry (separate from your Seller account) requires trademark registration and unlocks A+ Content (rich product detail pages), Sponsored Brands ads, Brand Analytics, Brand Story, and counterfeit reporting. FeedArc keeps brand-name consistent across listings so Brand Registry matching does not break across catalog updates.
Listings tag fulfillment as FBA (Fulfilled by Amazon) or FBM (Fulfilled by Merchant). FBA listings get Prime eligibility and Buy Box advantage; FBM listings ship from your warehouse. FeedArc can route different product subsets to different fulfillment channels via custom rules based on weight, margin, or stock location.
FeedArc connects to Amazon Seller Central via SP-API (Selling Partner API) — the modern replacement for the deprecated MWS API. Once authorised, your inventory + price updates push automatically without manual flat-file uploads to Seller Central.
In FeedArc Dashboard → Channels, click Connect on the Amazon tile. You will be redirected to Seller Central's authorisation flow. FeedArc requests `Pricing` + `Inventory` + `Listings` SP-API scopes only — no Orders or Buyer Info access. The grant is per-marketplace, so if you sell in US + UK + DE you authorise each marketplace separately.
Choose the target marketplace (Amazon US, UK, DE, FR, IT, ES, JP, CA, MX, AU, IN, BR, NL, PL, SE, TR — 20+ supported). Each marketplace has its own ASIN catalog and its own listings, so FeedArc treats them as separate channels. Map your catalogue to Amazon's identifier expectations (GTIN preferred; ASIN if you are matching to existing detail pages).
Amazon's style guide differs per category — toys require age range, apparel requires gender + size taxonomy, electronics require connectivity specs. FeedArc lets you apply category-specific transformation rules and surfaces missing required attributes per category before submission. Brand Registry enrolment (separate from your Seller account) unlocks A+ Content + Sponsored Brands ads.
FeedArc shows a live TSV preview with row-level validation: missing brand (Amazon error), invalid GTIN checksum, title overrun, condition value not in Amazon's controlled vocabulary. Once approved, the feed pushes through SP-API. First-time submissions create new listings; subsequent submissions update price + inventory + content on existing ASINs.
End-to-end setup from a fresh Amazon Seller account to your first synced ASIN. Typical timeline: 1–3 days for Seller Central account approval, then 30–60 minutes for steps 4–7 once you reach FeedArc connect.
Sign up at sellercentral.amazon.com. Choose Individual (free, ≤40 sales/month) or Professional ($39.99/month, unlimited sales + access to advertising + bulk feed upload). Amazon will request bank account, tax ID, and a chargeable credit card. Verification typically takes 1–3 business days.
Each marketplace requires separate verification (you can sell on Amazon US + UK + DE but each verification is independent). EU markets require a VAT registration in at least one EU country; UK requires a separate UK VAT number post-Brexit. Without verification, listings are suppressed from search.
If you own the brand, enrol at brandservices.amazon.com — requires an active trademark registered with an Amazon-supported IP office (USPTO, EUIPO, UKIPO, etc.). Brand Registry unlocks A+ Content, Sponsored Brands, Brand Analytics, and counterfeit protection. Approval typically takes 5–10 business days.
In your FeedArc dashboard, open Channels → Amazon and click Connect. You will be redirected to Seller Central's SP-API authorisation flow. Approve the Pricing + Inventory + Listings scopes. Repeat for each marketplace you sell in — each authorisation is per-marketplace.
Choose your product source (Shopify, WooCommerce, Magento, CSV, or any FeedArc connector). The AMAZON preset applies TRUNCATE title at 200 chars + auto-detect identifier type + map condition to Amazon vocabulary. Add category-specific rules (e.g. apparel requires `department_name` mapped from your product attribute).
Click Sync in the Amazon tile. FeedArc pushes your TSV feed through SP-API and waits for Amazon's asynchronous processing report (typically 5–15 minutes). The dashboard surfaces every per-row outcome: new ASIN created, existing ASIN matched, or rejection with reason. First syncs are typically partial (20-40% match rate) until you tune your GTIN coverage.
After Amazon processes the feed, check Seller Central → Manage Inventory → Filter by "Suppressed" and "Inactive" to find any listings Amazon rejected post-processing (e.g. for image quality, restricted category, missing required attribute). Resolve via FeedArc rules + resubmit. Once stable, enable Buy Box monitoring + Sponsored Products in Seller Central's advertising console.
The five most common Amazon Seller Central rejections — and how FeedArc prevents them. Every check below corresponds to a real validation routine in our source code (see lib/feed-generators/validation.ts and lib/feed-generators/channels/amazon.ts). After the flat file loads cleanly, product feed optimization — complete attributes, accurate browse nodes, keyword-bearing titles — is what moves products up Amazon search results.
Cause: Amazon's catalog requires every listing to declare a brand — even generic merchandise must use "Unbranded" or "Generic" rather than leaving the field empty. Many imported catalogues lack a populated brand column, causing every product to be rejected.
FeedArc solution: FeedArc enforces `brand` as a required field for Amazon (per the AMAZON validation block in channel-registry.ts). Products without a brand are blocked at validation time. Use a SET rule with "Unbranded" as a fallback, or a category-conditional rule that derives brand from title for branded products.
Cause: Amazon enforces a 200-character title limit and a category-specific style guide (e.g. apparel requires Brand + Department + Item Type + Color + Size in a specific order). Catalogues with marketing-heavy titles ("BEST DEAL 50% OFF Now …") are flagged and may trigger a suppression.
FeedArc solution: FeedArc applies a TRUNCATE rule to title at 200 chars by default. Use AI Optimization to rewrite titles to Amazon's style guide format (Brand + Model + Key Attribute + Size) — Amazon ranks listings partly on title clarity for buyer intent.
Cause: Amazon does not accept GTINs with broken GS1 modulo-10 checksums and rejects products whose identifier type does not match the digit length (e.g. claiming UPC for a 13-digit number that is actually EAN).
FeedArc solution: FeedArc validates every GTIN with the full GS1 algorithm (same as Google Shopping pilot) AND auto-detects the identifier type via `identifierType()` in `channels/amazon.ts` — 13 digits → EAN, 12 → UPC, 14 → GTIN, 10/13 → ISBN. Type mismatches are flagged before export.
Cause: Amazon accepts a controlled vocabulary: `New`, `Refurbished`, `UsedLikeNew`, `UsedVeryGood`, `UsedGood`, `UsedAcceptable`, plus Collectible variants. Catalogues using Shopify's `new`/`used` are rejected if not normalised.
FeedArc solution: FeedArc auto-normalises condition values via the `AMAZON_CONDITION_MAP` (defined in `lib/feed-generators/channels/amazon.ts`). Your store can emit any case-insensitive variant; FeedArc rewrites to Amazon's exact vocabulary before export.
Cause: Amazon requires the `main_image_url` to be ≥1,000×1,000 pixels on a pure white background (RGB 255/255/255) with the product centred and occupying 85% of the frame. Lifestyle shots, watermarks, props, or text overlays cause main-image rejection.
FeedArc solution: FeedArc batch-checks image dimensions via HEAD requests. While we cannot verify white-background compliance programmatically, the dashboard surfaces every product whose primary image is below 1,000×1,000 px so you can swap before submission. Lifestyle photos belong in `other_image_url1-3`.
Amazon enforces different rules per marketplace, with category-level overrides on top. The following requirements are documented in Amazon's Seller Central policy and apply at the product or category level.
Price includes VAT — `standard_price` is the final consumer price. Each EU marketplace requires a verified business address + EORI number for customs declarations. The EU Digital Services Act applies to user-facing product information; Amazon enforces trader verification through the EU Business Solutions program.
Price excludes sales tax — Amazon Marketplace Tax Collection handles state-by-state nexus automatically once you enable it in Seller Central. California Prop 65 chemical warnings apply for affected categories and must be surfaced via a category-specific attribute.
GB marketplace is independent of EU — currency in GBP, VAT in price, EORI number on customs declarations for cross-border imports. UK Online Safety Act applies to consumer-visible product content.
If you own the brand (Brand Registry verified) and your products do not have a GTIN — typically private-label or handmade — you can apply for a GTIN exemption per category. FeedArc supports submitting listings with `external_product_id_type` set to "ASIN" instead of EAN/UPC for exempt categories.
Categories like Health & Personal Care, Grocery, Toys (during Q4), Watches, and many others are gated — sellers must apply for approval before listing. FeedArc surfaces gating warnings during validation when a product's category requires approval.
Brands set Minimum Advertised Prices and Amazon enforces them via the buy-box algorithm and seller warnings. Listings priced below MAP risk being suppressed from Buy Box eligibility. FeedArc supports per-channel MAP rules that prevent below-threshold prices from being exported.
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