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This article applies to selling in: United States

Identify your products

When you click Create a new product listing on the Add a Product tool, select the correct category and subcategory for your product until you reach the appropriate subcategory. When you have reached a product category where you can add new products, you will see the Select button. The page allows you to add product attributes that will uniquely identify your product from other products already in the catalog.

Since your product is new to Amazon, you must provide identifying information for the catalog before adding details about your listing. (See Selling Policies and Seller Code of Conduct for more information about prohibited and restricted products.)

Enter the product name and other identifying information into the form. Required information is marked with an asterisk. You can also add your own SKU, though the product page itself will not display this information. You will not be able to submit this form until you provide all required data.

For some categories, a UPC or other standard product identifier is required. We recommend that you provide the product UPC whenever you create a new product page on Amazon, even if it is not required. For more information, see Product UPCs and GTINs.

For some types of products, there may be alternatives to the required fields. If alternatives are available, the Listing Assistant (the blue box to the left of the form) will have a link to Show alternatives. Clicking this link will list and highlight alternate information that will satisfy the requirements. The asterisks will then move to these fields when you fill them out to indicate that your information was accepted.

After you enter the product information, Amazon checks the data for errors. Common errors include an invalid product identifier or information that conflicts with existing data in the catalog. You must fix these errors before you can create your product.


The Add a Product tool also lets you create product variations for certain categories (for example, Clothing, Accessories, and Luggage). If your selected category supports variations, you will see a drop-down menu for available themes. For more information, see Using Add a Product for Variations.

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