Amazon Listing Launch Checklist 2026: 20 Steps to Go Live

Launching an Amazon listing without a checklist is like packing for a trip without a list. You'll forget something important.

This checklist walks through every step from product research to hitting publish. Nothing fancy, just the 20 things you need to verify before your listing goes live.

Quick Checklist Overview

Use this checklist before launching any new Amazon product. It covers six phases: research, images, title, bullets, backend optimization, and pricing. Skip steps at your own risk. Amazon doesn't give you a second chance at a first impression.

Print this out or bookmark it. You'll use it for every product launch.

Phase 1: Product Research & Prep (Steps 1-4)

Start here before you upload a single image or write one word of copy.

Step 1: Confirm Product Category and Fees

• Product placed in correct category
• Referral fees confirmed (usually 15%)
• Any category-specific fees noted
• Gated categories approved (if applicable)

Amazon's category matters for visibility and fees. A spatula in "Kitchen Utensils" will outperform the same spatula buried in "Home & Garden." Check your referral fee percentage—it ranges from 8% to 45% depending on category.

Step 2: Research Competitor Listings (Top 10)

• Identified top 10 competitors by sales rank
• Screenshots of their titles saved
• Their bullet point patterns noted
• Price ranges documented

Don't copy competitors. Study them. Look at what the top sellers include in titles and bullets. Note their image count, A+ Content usage, and price points. You're finding patterns, not plagiarizing.

Step 3: Identify Target Keywords

• 3-5 main keywords selected
• 10-15 secondary keywords listed
• Search volume verified for main terms
• Long-tail variations noted

Your main keyword is what customers actually type into Amazon search. Secondary keywords are variations and related terms. Don't guess—use Helium 10, Jungle Scout, or Amazon's own search suggestions.

Step 4: Calculate Profitability with Fees

• Product cost + shipping calculated
• FBA fees estimated
• Target selling price determined
• Minimum 30% profit margin confirmed

Use our Amazon FBA Calculator to run the numbers. If your margin is under 30%, reconsider the product or find a way to reduce costs. Amazon fees will eat you alive otherwise.

Phase 2: Product Images (Steps 5-8)

Images sell on Amazon. Your title gets the click, but images get the sale.

Step 5: Main Image Requirements

• Pure white background (RGB 255, 255, 255)
• Minimum 1000×1000 pixels
• Product fills 85% of frame
• No logos, text, or props
• Shows entire product clearly

Amazon will suppress your listing if the main image violates guidelines. White means white, not off-white. Check our guide on Amazon main image requirements for the full rules.

Step 6: Lifestyle Images

• At least 2-3 lifestyle shots
• Product shown in realistic use
• Context helps customer visualize ownership
• Images tell a story

Show your yoga mat in a home studio, not on a white floor. Lifestyle images answer "What does this look like in my life?" before the customer consciously asks.

Step 7: Infographic Images

• Key features highlighted
• Dimensions or size comparisons included
• Benefits visualized with icons/text
• Easy to read on mobile

Infographics do the selling work. Highlight your unique features, show product dimensions next to common objects, and call out benefits with clear text overlays.

A product photography lightbox makes shooting clean product images easier if you're doing this yourself. The investment pays off across multiple product launches.

Step 8: Fill All Image Slots

• All 7-9 image slots used
• Images in logical order
• Mobile preview checked
• No duplicate images

More images means more conversions. Amazon gives you up to 9 slots—use them. Even if you only have 7 quality images at launch, that beats stopping at 4.

Phase 3: Title Optimization (Steps 9-11)

Your title is a tightrope walk between Amazon's algorithm and human readability.

Step 9: Title Length

• Title under 200 characters
• Stays within category-specific limits
• No wasted characters on fluff words
• Mobile-friendly (first 80 chars matter most)

Amazon's official limit is 200 characters for most categories, but some (like apparel) allow more. Check Amazon character limits for your specific category.

Step 10: Primary Keyword Placement

• Primary keyword in first 80 characters
• Keyword appears naturally
• No awkward phrasing just to fit keyword
• Secondary keyword included if space allows

The first 80 characters show in mobile search results. If your primary keyword is buried at character 150, you're leaving sales on the table.

Step 11: Title Formula

• Brand name first
• Product type second
• Key features next
• Size/color/quantity last

Good title: "YogaPro Premium Yoga Mat - Extra Thick 1/2 Inch, Non-Slip, Eco-Friendly TPE Material - 72×24 Inches"

Bad title: "Premium Non-Slip Yoga Exercise Mat for Women and Men, Perfect for Home Gym Workouts, Pilates, Fitness"

The second title stuffs keywords but says nothing useful. Follow our Amazon title requirements guide to nail the formula.

Phase 4: Bullet Points (Steps 12-14)

Bullets convert browsers into buyers. Make every character count.

Step 12: Use All 5 Bullets

• All 5 bullet points written
• Each bullet covers different aspect
• No repetition between bullets
• Mobile formatting checked

Five bullets is standard. Some categories allow more through backend fields, but start with five solid bullets before getting fancy.

Step 13: Caps Lock Benefits

• Each bullet starts with CAPITALIZED BENEFIT
• Benefit is customer-focused
• Rest of bullet explains feature
• Format consistent across all bullets

"ELIMINATES BACK PAIN: Extra thick 1/2 inch cushioning protects your spine during floor exercises..."

The caps-locked benefit grabs attention. The rest of the bullet backs it up with features. Check our guide on Amazon bullet points for more examples.

Step 14: Features AND Benefits

• Each bullet includes both feature and benefit
• Features are specific (numbers, materials)
• Benefits answer "so what?"
• Under 500 characters per bullet

Feature: "Made with TPE material"

Benefit: "Won't absorb sweat or odor like foam mats"

Feature + Benefit: "Made with non-porous TPE material that won't absorb sweat or odor, keeping your mat fresh after intense sessions"

Phase 5: Description & Backend (Steps 15-17)

The backend is where you capture long-tail search traffic without cluttering your listing.

Step 15: Product Description Complete

• Description written (or A+ Content created)
• Tells complete product story
• Includes keywords not in title/bullets
• Readable paragraphs, not keyword soup

If you're Brand Registered, skip the basic description and create A+ Content instead. It converts better and gives you more visual real estate.

Step 16: Backend Search Terms

• All backend keyword fields filled
• 249 bytes maximum used
• No repeated keywords from title/bullets
• No commas or special characters

Backend search terms are your secret weapon. Amazon indexes these without showing them to customers. Use every byte wisely. Our Amazon backend keywords guide explains the strategy.

Step 17: No Keyword Repetition

• Backend keywords different from frontend
• Variations and misspellings included
• Singular/plural both covered if needed
• Competitor brand names avoided (against TOS)

Amazon's algorithm is smart enough to understand variations. Put "yoga mat" in your title, then use "exercise mat" or "workout mat" in backend fields. Don't waste space repeating "yoga mat" five times.

Phase 6: Pricing & Inventory (Steps 18-20)

You can have a perfect listing, but if the price is wrong or you're out of stock, you're dead.

Step 18: Competitive Pricing

• Buy Box price range identified
• Initial price set strategically
• Profit margin still healthy
• Price matches perceived value from images

Check what products with similar features sell for. Price too high and you won't get initial sales velocity. Price too low and customers assume it's cheap junk.

Step 19: Inventory Ready

• FBA shipment created and shipped (or FBM stock ready)
• Enough units to avoid stockout in first 30 days
• Buffer stock for unexpected demand
• Reorder timeline planned

Running out of stock in your first two weeks kills momentum. Amazon's algorithm rewards consistent availability. Ship more than you think you need.

Step 20: Fulfillment Settings

• Handling time set accurately
• Shipping templates configured (if FBM)
• Return settings reviewed
• Gift options enabled (if applicable)

FBA handles most of this automatically. If you're doing FBM, be realistic about handling time. Setting 1-day handling when you ship twice a week will tank your metrics.

Pre-Launch Quality Check

Before clicking "Publish," run through these final checks:

Use our Listing Grader to catch issues you missed. The tool scans for common mistakes like keyword stuffing, image violations, and character limit problems.

Check your mobile preview. Over 70% of Amazon shoppers browse on mobile. If your title gets cut off or your infographics are unreadable on a small screen, fix it now.

Verify all fields saved. Amazon's Seller Central has a habit of not saving changes if you navigate away too quickly. Click through each section and confirm everything stuck.

Common Launch Mistakes

1. Launching Without a Reviews Strategy

You can't ask for reviews before a purchase, but you should have a plan for requesting them after. Amazon's "Request a Review" button is your friend. Use it.

2. Setting Price Too High Initially

"I'll start high and lower it later" sounds smart but kills launch velocity. Amazon's algorithm loves fast early sales. Price competitively at launch, then raise prices once you have reviews and organic ranking.

3. Running Out of Stock in First Week

Nothing tanks a new listing faster than going out of stock during the critical first 30 days. Order more inventory than feels comfortable.

4. Skipping A+ Content

If you're Brand Registered, A+ Content should be live at launch. It boosts conversion rates by 5-10% and makes your listing look professional compared to basic descriptions.

5. Not Indexing for Target Keywords

After publishing, check if you're indexed for your main keywords. Search Amazon for your keyword, then search for your keyword plus your unique product identifier (like a specific size). If you show up in the second search but not the first, you're not indexed properly.

Post-Launch: First 30 Days

Launch day isn't the finish line. It's the starting gun.

Monitor your search ranking for target keywords weekly. Use Helium 10's Keyword Tracker or Jungle Scout's Rank Tracker to see where you land. If you're not on page 1 by day 30, your keyword strategy needs work.

Request reviews within Amazon's TOS. Use the "Request a Review" button 5-7 days after delivery. Don't beg, don't offer incentives, just use the automated button. You need 15-25 reviews before most customers will trust you.

Adjust price based on velocity. If you're selling faster than inventory allows, raise prices. If you're not getting sales, check if competitors dropped their prices or if your listing has issues.

Consider PPC campaigns after your first 5-10 reviews. Amazon PPC accelerates visibility, but it's expensive without reviews to back up the clicks. Start small, test what converts, then scale.

Frequently Asked Questions

How long does it take to launch an Amazon listing?

From zero to published takes 2-4 hours if you have images and content ready. If you're creating images and researching keywords from scratch, plan for 1-2 days. FBA inventory adds 1-2 weeks for Amazon to receive and process your shipment.

Do I need A+ Content before launch?

No, but it helps. You can launch with a basic description and add A+ Content later. However, A+ Content converts better, so having it at launch maximizes your initial traffic. If you're Brand Registered, spend the extra day creating it.

Should I start with FBA or FBM?

FBA for most sellers. The Prime badge dramatically increases conversion rates and Buy Box chances. FBM makes sense if you're testing a product with low volume or if your margins can't support FBA fees. Use our FBA Calculator to compare.

How do I check if my listing is indexed?

Search Amazon for your target keyword. If you don't appear in the first 20 pages, you're not indexed. To verify, search for the keyword plus a unique identifier from your listing (like an unusual size or specific model number). If you show up in the second search but not the first, you're listed but not indexed for that keyword.

When should I start Amazon PPC?

After you have at least 5 reviews and verified your listing converts. Running PPC to a listing with zero reviews wastes money. Get your first sales organically or through promotions, collect reviews, then turn on PPC to scale visibility.

Next Steps

You've got the checklist. Now use it.

For ongoing optimization, read our complete Amazon Selling Guide for strategies beyond launch day.

Double-check your profitability before committing inventory with our Amazon FBA Calculator.

After launch, use our Amazon Listing SEO Checklist to keep improving your ranking and conversion rate.

Every successful Amazon listing started with a checklist like this. The sellers who skip steps wonder why their products don't sell. The ones who follow it methodically build profitable businesses.

Print this checklist. Tape it to your monitor. You'll reference it for every launch.