Sell on Amazon Sign in
This article applies to selling in: Canada

Amazon Handmade: List your products

Once approved to sell in Amazon Handmade, you can list your products. If you are new to Amazon, skip ahead to learn about List products manually or if you are tech savvy, see Amazon Handmade: Use inventory templates to upload products. If you have products listed on Etsy, review Transfer product details from Etsy to Amazon Handmade.

If you are already selling products on Amazon that meet the criteria for Amazon Handmade, you can relist them in the Handmade store. These products can only be listed in a single category, so you will need to delete the original listings and relist them in Amazon Handmade.

When you relist items in Amazon Handmade, you can choose to use a new seller SKU for your products, or delete your existing SKU from your inventory and wait up to 24 hours for that SKU to be available for reuse. For instruction on deleting existing listings, see Stop selling a product.

If you need to pause the sale of your items because you have a family emergency, or you are going on vacation, you can do this by changing your listing status to "Inactive" in your Vacation Settings. This will remove your self-fulfilled listings from Amazon and the search results within an hour. For more information, see Listing status for vacations, holidays, and other absences.

Note: We encourage you to set up your Maker Profile page so customers can learn more about you, how you make your products, and details on all of your listings in one place.

List products manually

To list products manually:

  1. In Seller Central, select Inventory, and then click Add a Product.
  2. Browse the list of Handmade product categories for one that matches the product you want to sell, and then click Select category. Choosing the correct category can help customers find your products more easily.
  3. You will be asked to provide information that will be used to create your listing in the Amazon Handmade category.
    • Tabs with a red exclamation mark in a circle indicate tabs that have required entries.
    • Fields within a tab marked with an asterisk (*) are fields that require an entry.
    • Clicking Advanced View will expand the selection of tabs and fields within each tab, allowing you to provide additional information related to your product.
  4. Click Save and finish to complete the listing process. You can edit the information for your listing at any time.

Note: It can take up to 24 hours for your listing to appear. If you still face problems to find your products, visit Common reasons you cannot find your Handmade listings.

Vital Info tab

There are three required fields on this tab:

  • Product Title
  • Product Description
  • Target Audience

Click Advanced View to view additional fields associated with size, color, and bullet points. For additional information, see Bullet Points.

Variations tab

Variations or variation families, also known as parent-child relationships, are sets of products that are related to one another in terms of size, color, scent. For additional information on variations, see Variation relationships overview.

We have also created a short video to introduce you to the concept of variations. See Introduction to Variations in Seller University.

Note: When you add existing ASINs to a variation family, you must edit any information in Keywords and More Details in the parent ASIN, as these will not carry over from the existing child ASINs when you create your parent-child relationship. After successfully creating your variation, be sure to confirm your child ASINs have the correct information under Keywords and More Details.

To create a listing with variations, see Use Add a Product to create variations. To upload variations using a feed or inventory file, visit Add Products via Upload.

For more information on the use of feed or inventory files, see Amazon Handmade: Use inventory templates to upload products.

We have also created a short video on the topic. See How to Create a New variation Family in Seller University.

The Variation Wizard is a tool used to create a new variation family or update an existing one by combining existing stand-alone listings within your catalog. Although we do not recommend using this tool because the UI requires to enter a UPC, you can enter 13 zeros in this field. For more information, see Add a variation using Variation Wizard.

When should I use variations?

See When to use parent-child relationship in variations .

Note: If you have variation options set up as custom options already, you are not required to convert them to a Variation family. You know what is right for your business, but there are a few benefits to migrating your existing custom options (such as size, scent, or color) into a variation family:
  • Each variation is assigned its own SKU and ASIN making it easier to fulfill orders.
  • Customers can quickly see the different variants of a product on your product page.
  • Each variant will populate in search based on the search term used. For example, If you offer a gold and silver ring in a variation family, and a customer searches for “Gold Ring” your gold ring will populate in the search results

Convert an existing listing to one with variations

Note: It is not necessary to create a new listing in order to create a variation family. Using an existing ASIN will preserve sales history and reviews, and will help with your search relevancy.
From your inventory list, find the ASINs you would like to add to the new variation family and note the SKUs. You will need this information later.


  1. In Seller Central, select Catalog, click Add Products, and then select the category that best describes your chosen product.
  2. In the Vital Info tab, enter the product details for the new family (for example, title, product description).
  3. In the Variations tab, select the variation theme from the menu (for example, metal type).
  4. Choose a style name for each child ASIN (for example, gold, silver, rose gold).
  5. Click Add variation. A matrix with the variation family will populate on screen.
  6. For existing ASINs, enter the SKU already assigned to your ASIN in the Seller SKU column of the variation matrix. You can find the SKU on the Manage Inventory page of Seller Central.
  7. For new child ASINs, enter a new SKU and details (for example, condition, price) for each child ASIN. You can also leave the SKU field blank, and the system will generate one automatically.
  8. Click Apply changes and Return to form to add your offer details.
  9. To add your offer details select Offer from the top menu and enter your production time and shipping options.
  10. Click Save and finish.

It can take several hours to complete the new family setup.

We have created a short video on this topic. See How to add an existing ASIN to a variation family in Seller University.

Convert an existing ASIN with customizations to one with variations

If you are currently using the customization feature to offer customers different options for your product (for example, size, color, scent), converting the custom fields into a variation family can improve the customer shopping experience and make it easier for you to fulfill orders. From your inventory list, find the customizable ASINs you would like to add to the new variation family and note the SKUs. You will need this information later.


  1. In Seller Central, select Catalog, click Add Products, and then select the category that best describes your chosen product.
  2. In the Vital Info tab, enter the product details for the new family (for example, title, product description).
  3. In the Variations tab, select the variation theme from the menu (for example, metal type).
  4. Choose a style name for each child ASIN (for example, gold, silver, rose gold).
  5. Click Add variation. A matrix with the variation family will populate on screen.
  6. For existing ASINs, enter the SKU already assigned to your ASIN in the Seller SKU column of the variation matrix. You can find the SKU on the Manage Inventory page of Seller Central.
  7. For new child ASINs, enter a new SKU and details (for example, condition, price) for each child ASIN. You can also leave the SKU field blank, and the system will generate one automatically.
  8. Click Apply changes and Return to form to add your offer details.
  9. Add your offer details by selecting Offer from the top menu and enter your production time and shipping options.
  10. Click Save and finish.
  11. To delete the custom offerings on your product, go to the Manage Inventory page and click the Custom Products link at the top right of the page.
  12. Find the SKU you would like to remove the custom offering from, click Edit, and then click Remove customization information.

It can take several hours complete the new family setup.

We have created a short video on this topic. See How to Convert Custom ASINs into a Variation Family in Seller University.

Offer tab

There are three required fields on this tab:

  • Standard Price
  • Quantity
  • Production Time

Additionally, you will find fields for Seller SKU and Fulfillment Channel.

Note: The default setting for Fulfillment Channel is Merchant Fulfilled and this will be your selection when creating all new listings. Once your listing is published, you can convert your listing to FBA.

Click Advanced View to designate a specific shipping template, identify a maximum number a single customer can purchase, sale dates and prices, gift options, and a restocking date for back-orders.

Note: The Manufacture Suggested Retail Price (MSRP) field on the Offer tab is not required as hand-crafted items will not have one; however, if you wish to Create a deal, to promote your listings, enter a price in this field.

Images tab

For more information, see Amazon Handmade: Image requirements best practices.

Keywords tab

You are not required to identify keywords for your listing. However, identifying the right set of keywords will help customers find your products.

For more information on identifying keywords, see Amazon Handmade: increase discoverability and sales.

More Details tab

While you are not required to fill out this tab in order to list your product, we strongly recommend that you add as much detail as possible. Customers will feel more confident that they know exactly what they are purchasing, and it will also make your products easier to discover.

Here you have the opportunity to add details that will make it easier to find your products. The following are some of the available fields:

  • Shipping Weight and the corresponding unit of measurement: Complete these fields if you choose weight-based delivery for your products.
  • How are your products made?: Highlight the materials and process used in crafting your products.
  • Occasion: You can select up to four occasion types for your product as a way to display your listing to customers who search by event type; for example, birthday or wedding.
  • Adult Product: If the images, product title, or product description appear to be designed for use in sexual or adult activity, indicate this by using the Adult Product field. The purpose of this field is to ensure that these products do not surface in some of our personalization features. For additional information on the sale of adult products, see Adult products, policies and guidelines.

Customizations

Customized product listings are similar to a regular product listings, but offer buyers an opportunity to personalize their product, for example, engraving a name on jewellery, or embroidering a monogram on a shirt or towel.

For detailed information on how to enable customizations on your listing, see Amazon Handmade: customized products.

Frequently asked questions

Can I copy or clone listings that are already created?

Once you have listed a product, you can copy that listing to create a new, similar product in the same category. Doing so will transfer most of the product information so that you can easily list more products.

To copy a listing:

  1. In Seller Central, select Inventory, and then click Manage Inventory.
  2. Scroll through your products or use the search box to find the listing you want to copy.
  3. On the right side of the page, for the product you want to copy, select Copy listing from the drop-down menu. This opens the Add a Product tool, where most of the information from the original product, including customizations, is copied for you.
  4. To complete your new listing, upload a Main image under Images, and update the Product Name on the Vital Info page.
  5. Click Save and finish.

The ability to clone a listing with their customizations is not currently supported. You can clone your listing (the customizations will not carry over) and once created, select Edit > Add/Edit Customization to add your customizations.

Can I list my products in bulk?

Yes, Amazon has inventory templates to upload your product information using an Excel file. To learn more, see Amazon Handmade: Using inventory templates to upload products.

Can I transfer information from other online channels I sell on?

The options available to list products as Handmade are either done manually or using an inventory template. However, you can transfer product details onto your Amazon inventory file template from Etsy. See Transfer Product Details from Etsy.

Can I provide different SKUs for my variations?

Yes, it is necessary to add a specific SKU since each SKU identifies a particular product. However, if you do not add SKUs, the system will create them for your products.

Can I create listings that allow my customers to customize a product?

Yes, Amazon Handmade makes it easy for you to offer customized versions of your products to customers. To learn more, see Amazon Handmade: customized products.

Is there a limit to the number of variations that can be created in a variation family?

Variation families with more than 2,000 child ASINs will not be displayed on the detail page.

I created a variation family, but child ASINs or reviews have not merged onto one detail page. What should I do?

In most cases variation families and reviews will merge onto a single detail page in under 15 minutes. However, we recommend waiting a full 24 hours before contacting Selling Partner Support to give the process time to populate.

Can I change the order of the variation on my detail page?

No, the order of the variations is populated automatically and cannot be changed.

Can I add the same SKU to multiple variation families?

No. The ASINs are unique and cannot appear in multiple variation families.

My products are in FBA, can they be included in variation families?

Yes! Changing FBA products from a single detail page to a variation family does not change the ASIN or SKU of the product and can be updated without removing inventory from the fulfillment centers.

How do I delete a variation family?

To remove a variation family, and have all your products on separate detail pages, delete the parent ASIN from the Manage Inventory page, leaving the child ASINs intact. After you delete your parent ASIN, your child ASINs will become stand-alone ASINs within a couple of hours.

My detail page is not displaying my variation correctly, but they appear correctly in Seller Central.

There are two possible things that may be causing this issue:

  1. If you no longer have an active Maker Profile, but you used to have one and created your Parent or Child ASINs during that time, they could be associated with that Profile. Re-enable your Maker Profile so that it’s active. This may resolve your issue in as little as 15 minutes.
  2. Make a small edit to both your Parent and Child ASINs to re-drive them through our systems. This can take up to 24 hours.

If it has been more than 24 hours since you have taken these actions, or if you have a large number of ASINs that you need to redrive, send the Parent ASINs to Handmade Support.

I have noticed that some variation families contain a preview picture along with the variation options on the detail page and others do not. How do I enable this feature?

A ‘Swatch’ preview of a color variation is available on child ASINs, associated with a variation family containing a “color” option as part of the variation theme. If your already created child ASIN has a “color” option as part of its variation theme, edit each child and go to the 'Image' tab where you will find an option for 'Swatch'.

Are there any differences in variations, based on category? For instance, with regular 3P, main image comes from the parent on some categories, but from the child on others.

Each category has different variation themes. For example, the Jewelry category may have Gemstone Type as a variation theme, which you will not find in the Home category. There should not be any difference on the image across categories.

Are sales rank and history merged under the Parent ASIN when a listing is added to a variation family?

No, both sales rank and history is specific to the individual SKUs which do not change.

Is there a way to pause my listings?

If you need more time to get caught up, have a family emergency, or you’re going on vacation, you can change the status of your listings to "Inactive." This will remove your self-fulfilled listings from Amazon and search results within an hour. See Listing status for vacations, holidays, and other absences.

Does the Build International Listings tool work with Amazon Handmade listings?

This option is not available for products in the Amazon Handmade category.

Additional resources to list your Handmade products

Sign in to use the tool and get personalized help (desktop browser required). Sign in


Reach Hundreds of Millions of Customers

Start Selling on Amazon


© 1999-2021, Amazon.com, Inc. or its affiliates