A listing that is not ready costs more than a listing that does not exist. An incomplete listing on Amazon or Walmart bleeds advertising dollars, generates returns from mismatched expectations, and trains the algorithm to rank your product lower. Every day a listing sits live with poor images, missing data fields, or incomplete content is a day you are paying to underperform.
Listing readiness is not a creative exercise. It is a compliance and data exercise. The marketplaces have specific requirements for images, product data, content, and documentation. Meeting those requirements is the baseline. Exceeding them is how you compete. This post covers what "ready" actually means across each dimension, platform by platform.
Image Requirements by Platform
Amazon Image Standards
Amazon's image requirements are published, enforced inconsistently, and matter enormously. The main image (the one that shows in search results) has the strictest requirements:
- Pure white background (RGB 255, 255, 255). Not off-white, not light gray. Pure white. Amazon's automated systems flag images that do not meet this standard, and listings can be suppressed.
- Product must fill 85% or more of the image frame. A product floating in the center of a white void with excessive padding gets flagged and performs poorly in search results.
- No text, logos, watermarks, or badges on the main image. No "Best Seller" badges, no promotional text, no brand logos overlaying the product image.
- Minimum 1,000 pixels on the longest side to enable zoom functionality. Recommended: 2,000 pixels on the longest side. Images without zoom capability convert at measurably lower rates.
- JPEG, PNG, or TIFF format. JPEG is standard. If your images have transparency requirements, use PNG.
Secondary images (slots 2 through 7, sometimes up to 9 depending on the category) have more flexibility. This is where you show the product in use, highlight features, include dimensions, and differentiate from competitors.
A competitive image stack for Amazon in 2025 looks like this:
- Main image: product on white, filling the frame
- Lifestyle image: product in context of use
- Feature callout: infographic-style image highlighting 3-4 key features
- Scale or dimension image: product shown with reference objects or measurements
- Ingredient or material detail: close-up of label, materials, or key components
- Comparison or variant image: showing available sizes, colors, or configurations
- Brand story or trust image: certifications, origin story, quality claims with substantiation
Walmart Image Standards
Walmart's requirements overlap with Amazon's but have some differences:
- White background required for the primary image. Same RGB 255, 255, 255 standard.
- Minimum 2,000 x 2,000 pixels recommended. Walmart's platform displays images at larger sizes than Amazon in some contexts.
- No watermarks, promotional text, or pricing on any image.
- Product must be the primary focus of every image. Walmart is stricter than Amazon about lifestyle images that show too much background and not enough product.
- Up to 10 images allowed per listing, more than Amazon's typical 7.
The additional image slots on Walmart give operators room for more educational content, usage instructions, or comparison visuals. Use them. Listings with more images consistently outperform listings with fewer images on Walmart.
For brands expanding to multiple marketplaces through an operations partner, image assets should be created once to the highest standard and adapted per platform rather than created separately for each marketplace.
Product Data Completeness
Every marketplace uses product attributes, the structured data fields that describe your product, to determine where and how your listing appears in search results and browse categories. Missing or incorrect attribute data is one of the most common reasons listings underperform.
Critical Data Fields
Product identifiers: UPC, EAN, or GTIN. Without a valid product identifier, most marketplace listings cannot be created. If your product does not have a UPC, obtain one through GS1. Third-party UPC resellers create problems downstream, including potential listing removal.
Category and product type: Selecting the wrong category places your product in front of the wrong buyers and subjects it to incorrect attribute requirements. A food product listed in "Health and Household" instead of "Grocery and Gourmet Food" will have different required attributes, different commission rates, and different buyer expectations.
Dimensions and weight: Ship weight, product weight, product dimensions, and package dimensions. All four matter. Incorrect dimensions affect shipping cost calculations, which impact your fees on FBA and WFS. Incorrect package dimensions can result in Amazon or Walmart reclassifying your product size tier, increasing your fulfillment fees.
Variation relationships: If your product comes in multiple sizes, colors, or configurations, the parent-child variation structure must be set up correctly. A poorly structured variation family means reviews and sales history do not roll up to the parent listing, which hurts ranking. Fixing variation structures after launch is possible but tedious and sometimes requires Seller Support intervention.
Key product attributes: Material, size, color, scent, flavor, count, volume, wattage, and any other category-specific attributes. These are not optional. Empty attribute fields mean your product does not appear in filtered search results. A buyer who searches for "stainless steel water bottle 32 oz" will not find your product if the material and capacity fields are blank, even if those terms appear in your title.
Backend Search Terms
Amazon provides a backend search terms field that is invisible to buyers but indexed for search. This is where you include relevant terms that do not fit naturally in your title or bullet points: alternate spellings, related terms, Spanish-language terms (for US marketplace), and common misspellings.
Rules for backend search terms:
- 250-byte limit (not characters — multibyte characters like accented letters count as more than one byte)
- Do not repeat terms already in your title, bullet points, or description — Amazon already indexes those
- Do not include brand names of competitors — this violates Amazon's terms of service
- Use spaces between words, not commas or semicolons
- Include singular forms only — Amazon's algorithm handles pluralization
Walmart's equivalent is the "shelf description" and attribute fields, which serve a similar indexing function. Walmart's search algorithm weights different fields differently than Amazon's, so a listing optimized for Amazon search is not automatically optimized for Walmart search.
A+ Content and Enhanced Brand Content
Amazon's A+ Content (available to Brand Registered sellers) and Walmart's Rich Media Content allow brands to replace the standard product description with formatted modules that include images, comparison charts, text blocks, and brand story elements.
A+ Content is not optional for competitive categories. Listings with A+ Content convert at measurably higher rates than those without. Amazon's own data suggests a 5% to 10% conversion rate lift, and in our operational experience, the impact is often higher for products in crowded categories where differentiation in bullet points alone is insufficient.
What A+ Content Should Include
- Product feature modules that pair an image with a short description of a specific benefit or use case
- Comparison charts showing your product variants or your product versus generic alternatives (never name competitor brands)
- Technical specifications in a formatted table that is easier to read than bullet points
- Brand story module that establishes credibility without being self-promotional — certifications, sourcing, manufacturing standards
- Usage instructions or tips that reduce post-purchase confusion and returns
What A+ Content Should Not Include
- Pricing or promotional information (will be rejected)
- Time-sensitive claims ("New for 2025")
- Unsubstantiated claims ("best in class," "number one selling") without supporting evidence
- External links or contact information
- Competitor brand names
For brands working with a marketplace distribution partner, A+ Content creation should be part of the listing readiness process, not an afterthought. The content should be drafted, reviewed for compliance, and submitted before the listing goes live.
Required Documentation
Different product categories require different documentation before a listing can go live or before inventory can be received at a fulfillment center. Failing to have documentation ready delays launch and can result in listing suppression after launch.
Safety Data Sheets (SDS)
Required for products classified as hazardous materials, which includes many common consumer products: cleaning supplies, adhesives, aerosols, products containing lithium batteries, nail polish, certain supplements, and anything with flammable components.
Amazon requires an SDS to classify the product for storage and shipping. If FBA receives a product that requires an SDS and one has not been provided, the shipment can be rejected or the ASIN suspended. The SDS must be current, in English, and formatted according to GHS (Globally Harmonized System) standards.
Certificates of Analysis (COA)
Common in supplements, food products, and cosmetics. A COA from a third-party lab verifies that the product contains what the label claims and does not contain contaminants above acceptable levels. Amazon may request a COA during a compliance review, particularly for supplements and ingestibles. Having COAs on file before launch prevents delays if Amazon triggers a review.
FDA Registration and Compliance
Food products, dietary supplements, cosmetics, and medical devices sold in the United States require varying levels of FDA compliance. The facility where the product is manufactured or stored must be registered with the FDA. The product labeling must comply with FDA requirements for the specific product type.
For brands entering the US market through a distribution partnership, compliance documentation should be assembled and verified before inventory enters the supply chain. A product that arrives at a US warehouse without proper documentation cannot be listed, cannot be shipped to FBA, and may face customs holds if imported.
Category-Specific Approvals
Some Amazon categories require approval before listings can be created. These include but are not limited to:
- Grocery and Gourmet Food
- Beauty (certain subcategories)
- Health and Personal Care
- Topicals (skin-applied products)
- Pesticides
- Dietary Supplements
The approval process typically requires invoices from an authorized supplier, product images showing labeling, and sometimes third-party test results. Begin the approval process well before your planned launch date. Approvals can take days or weeks depending on the category and the completeness of your submission.
The Listing Readiness Checklist
Before a listing goes live on any marketplace, every item on this list should be complete:
- UPC or GTIN obtained from GS1
- Product category and product type confirmed
- All required attributes populated (material, dimensions, weight, count, etc.)
- Title optimized per platform guidelines (character limits, keyword placement)
- Five bullet points written with specific, factual claims
- Backend search terms populated (Amazon)
- Main image meets white background and size requirements
- Minimum 5 secondary images created per platform standards
- A+ Content or Rich Media Content drafted and submitted
- Safety Data Sheet on file (if applicable)
- Certificate of Analysis on file (if applicable)
- Category approval obtained (if applicable)
- Variation structure set up correctly (if applicable)
- Pricing set with margin accounting for all fees, returns, and advertising
- Inventory in warehouse and ready for first shipment to fulfillment center
Operators handling marketplace fulfillment and operations should use a checklist like this for every new ASIN. The checklist is not bureaucracy. It is a gate that prevents half-ready listings from going live and wasting advertising spend.
If you are preparing to expand to new marketplaces and want to understand where your listings stand today, request a Snapshot. For brands that need hands-on support getting listings to a launch-ready state, apply to work with us or contact our team to discuss your catalog and timeline.
FAQ
How many images do I need for an Amazon listing?
Amazon allows up to 7 images for most categories and up to 9 for some. The minimum to be competitive is 5 high-quality images: one main product image on white, one lifestyle image, one feature callout or infographic, one showing dimensions or scale, and one detail or ingredient shot. Listings with 6 or 7 images consistently outperform those with fewer. If you have the content, use every available slot.
What happens if I launch a listing without A+ Content?
The listing will function, but it will underperform. The standard product description field that appears without A+ Content is plain text, hard to scan, and does not support images. In competitive categories, listings without A+ Content have measurably lower conversion rates, which means higher cost per acquisition from advertising and less organic sales. Treat A+ Content as a launch requirement, not a nice-to-have.
Do I need a Safety Data Sheet for my product?
If your product contains any chemicals, solvents, aerosols, batteries (including lithium-ion), flammable materials, or is classified as a hazardous material under DOT guidelines, yes. Amazon requires an SDS to classify the product for FBA storage and shipping. Even products you might not consider hazardous, like essential oils, certain cleaning products, or electronics with batteries, often require an SDS. When in doubt, have one prepared. It is far easier to provide documentation proactively than to deal with a shipment rejection or ASIN suspension.
How long does Amazon category approval take?
It varies widely. Some categories approve within 24 to 48 hours if your documentation is complete and meets requirements. Others, particularly supplements, topicals, and pesticide-related categories, can take one to three weeks. Incomplete submissions get rejected and require resubmission, which resets the clock. Submit approval applications with complete documentation at least 30 days before your planned launch date to account for potential delays.