Every Amazon seller faces the challenge of managing the Amazon data feed. Learn how to get started with creating an amazon product feed and benefit from Amazon Feed Specifications Program.

What is Amazon product feed

What is data feed at all and how we can then compile a notion of Amazon product feed on its basis?

A product data feed is a file with a list of stock and it’s item’s attributes:

  • title
  • product image
  • product id
  • specific product attributes as length, country of origin, brand, etc.
Amazon data feed template example

Product feeds enable import and export of long product lists to post them to various Ecommerce channels. As on any other online marketplace, Amazon data feed demands its own structure.

There are mandatory and recommended fields. If you think the latter ones are optional, you’re underestimating these attributes. Recommended fields enrich your data, so products are better defined (aka. indexed) within a listing. What does it mean? This gives a bigger chance to appear higher in a listing and, of course, in all relevant searches.

Requirements for Amazon product feed

Beginners’ journey of selling on Amazon could be tough. We’ll try to provide the basic guidelines on how to ease the embarking process.

First, register at Amazon Seller Central. It will cost you $40 plus sales commission (usually, up to 15% per item sold).

Tip: use Amazon classifier to let Amazon know where to better locate your product in its catalog and help customers find you organically.

Amazon allows you to sell basically everything. Though there are specific demands for each category. Some products are required to be submitted only in a new condition, some could be sold only by Professional sellers. For certain products, you’ll have to get approval (every time you submit a product or just during holiday sales, for instance, baby products).

The purpose of Amazon data feed is to give potential customers a full experience of already owning a product. How they would feel using it? What issues it would solve?

Now, the deal is to mirror this point of contact in an online marketplace world.

Amazon’s required product feed fields:

You can submit a title, a description and 5 bullet points for each item. You can also provide size and colour in the product feed template (see a pic below). Each category has slightly different requirements on how its products are displayed.

Why are the bullet points so important? They act as a way of communication with a customer, the same as a sales assistant in a brick-n-mortar shop would do. Contemplate on this as we’ll proceed with figuring out some specific points about managing a product feed.

P.S. Here’s a Quick Start Style guideline on how to compile proper Amazon product feed template.

Managing product feed on Amazon

What is data feed management? It refers to the process of product feeds creating, editing & optimizing to make a sales flow more efficient.

Recommendation: go through a blog post on How Data Feed Management Improves Product Content.

Sellers can manage the information in Amazon user interface: generate a listing in an Excel format and upload it then in .txt.

How to get Amazon data feed? If you’ll ever think of uploading Amazon data feed — the marketplace provides this option. Amazon bulk data feed enables you to download information on all products on a platform. A file with availability, price, product descriptions, merchant id, reviews and more. You can choose your inventory file template in this section.

Amazon Feed Specifications Program

July 2018 Amazon established an AFS (Amazon Feed Specifications Program), an Amazon’s data interchange standard. The purpose of the AFS is to enable vendors to effectively manage product content and sales with Amazon automatically. A limited amount of companies were invited to set up an integration.

Amazon has a very dynamic taxonomy (which could change monthly), therefore it is hard to keep product feed updated and in the required format. Besides, as a vendor, you need to fill in on average 150+ fields for each product.

Plus. If you’re selling across more than one country, you should keep in mind the difference in taxonomies (product data models) in each Amazon country.

To reduce time-to-market, deliver product data to Amazon in accordance with AFS, keep product feed updated and generally go with the dynamics of Amazon market battle — consider joining Amazon Feed Specifications Program. For this reason, Gepard, together with Icecat content provider launched an AFS Connector. To learn about how Denver, Jumbo, Groupe SEB, Smartwares and other sellers speed up product data transportation and transformation, applying all necessary product feed changes automatically on a regular basis in a free copy of Amazon AFS Case Study.

Good luck.



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