[Must-See for New Managers] What is Amazon Selling? Basics of Seller Central Setup & ASIN Management

Selling on Amazon is a powerful means to maximize sales in a short period by utilizing the customer attraction power of the world's largest EC platform. However, the first wall that new managers face is unique terminology, complex management screens, and strict listing rules. This article comprehensively explains basic knowledge useful immediately in practice, from the basic structure of "Seller Central", the heart of Amazon business, to the concept of "ASIN", the core of product management.

1. Overview of Amazon Selling and Role of Seller Central

To sell products on Amazon, you first need to create a "selling account". This management screen is called Seller Central. Seller Central is a business hub that collectively handles Inventory Management, pricing, order processing, Ad Operations (Amazon Advertising), and sales analysis via business reports.

What new managers should first understand is that Amazon adopts a unique catalog format where "multiple sellers ride on one product detail page (ASIN)". This makes it easier for users to compare lowest prices and delivery speeds, but for sellers, how to win the "Buy Box" is a key key that determines sales.

2. Systematic Understanding of Product ID Code "ASIN"

All products within Amazon are managed by a unique 10-digit number called ASIN (Amazon Standard Identification Number). This is Amazon's own catalog number and is assigned to almost all products except books.

ASIN has a variation structure of "Parent ASIN" and "Child ASIN". For example, if the size or color differs for the same design T-shirt, this parent-child relationship is used to aggregate them into one page (variation setting). If this MECE structure is not set correctly, SEO effects will be dispersed, or conversion rates will decrease because customer reviews are not integrated, so accurate data registration is required.

3. Practice of Listing Restrictions (Gating) and Category Applications

Specific brands or categories (food, medical devices, famous brand goods, etc.) may have Listing Restrictions (Gating). If you proceed with purchasing or product registration without knowing this, you risk holding dead stock.

To lift restrictions, a "category application (selling permission application)" submitting a valid invoice from a wholesaler or a sales permit issued by a manufacturer is required. Amazon's compliance standards become stricter every year, and constantly checking the latest guidelines is essential for maintaining account health to avoid intellectual property infringement (authenticity investigation).

4. Comparative Data Analysis of Selling Formats

Amazon selling has two plans: "Professional" and "Individual". If monthly sales exceed 49 items, Professional, which allows data analysis functions, ad operations, and shipping customization, is superior in cost performance. The chart below shows the transition of cost efficiency according to sales scale.