Listing Builder
Create a brand-new Amazon listing with a guided 4-step wizard - Setup, Content, Attributes, Review & Submit - with a live Listing Score, compliance check, and Amazon preview at your side, then push it
Difficulty: 🟡 Intermediate · Reading time: ~8 min
Availability: Listing Builder is part of the Listing Manager AI suite, which rolls out per account. While yours is pending you'll see an amber hourglass next to it in the Listing-Manager menu and a "you're on the list" note when you open it - at no charge until you decide to keep it. It needs a connected Amazon account. See Listing Optimizer.
Open this page in your dashboard: Go to Listing Builder →
📋 Overview
The Listing Builder is a guided wizard for creating a brand-new Amazon listing from scratch. Instead of wrestling with Seller Central's flat form, you move through four clear steps - Setup → Content → Attributes → Review & Submit - while a right-hand rail shows you, in real time, how strong your listing is before you ever submit it.
That right rail has three live panels:
Listing Score
A 0-100 quality score in a colored ring, updated as you type
Compliance
Pass/fail checks for Amazon's most common content rules (length, ALL CAPS, banned words, HTML, byte limits)
Amazon Preview
A mock-up of how your title, brand, price, bullets, and description will look on Amazon, with a desktop and a mobile view
The single most important thing the Builder does is generate the Attributes step from the exact product-type definition Amazon enforces. Amazon requires different fields for a Necklace than for a Phone Case, so the wizard pulls the live definition for your chosen product type and asks you for precisely the fields Amazon will demand. This is what turns "submit and hope" into "validate before you submit".
No AI on this page. Unlike Listing Quality and Listing Agent (which rewrite copy for you), the Builder writes nothing on its own. The Listing Score, the Compliance checks, and the Keyword Bank are all plain rule-based helpers that run in your browser - you write every word yourself. There is no "Generate with AI" button in the Builder.
"Import existing listing / clone an ASIN" is not built yet. Step 1 shows an Import Existing Listing card with an ASIN field and an Import button, but both are disabled and labeled "coming soon". The in-app hint reads: "Importing an existing listing is coming soon. For now, edit live listings from Listing Quality." Everything you build here starts from a blank slate.
Before you start
You need a connected Amazon account. The page will not open without one, and Push to Amazon returns "No Amazon connection found" if the connection is missing. Reconnect from Settings if needed.
Pick your marketplace from the selector in the top-right header. It defaults to your project's default marketplace and drives both the product-type search and where the listing is created.
Your currency is taken from your project (EUR by default) and is submitted with the price, so the Amazon Preview shows the right symbol.
The four steps
Setup - product type
Search the Search Amazon Product Types box (type at least two characters, for example "Necklace", "T-Shirt", or "Phone Case"). The Builder queries Amazon's live product-type catalog for your selected marketplace and lists the matches. Click one to select it - a green confirmation appears, and the wizard immediately loads that type's attribute definition in the background.
Selecting a product type is required; the Next: Content button stays disabled until you pick one. Use the small clear (x) control to change your choice.
The Import Existing Listing card below is disabled ("coming soon") - see the caveat above.
Content - the words that sell
This is where you write the customer-facing copy. Every field has a live character counter that turns red when you exceed the limit, and a help tooltip with Amazon's own guidance.
Product Title (required)
0 / 200 characters. Aim for 80-200, include your top 3-5 keywords, start with the brand name, no ALL CAPS or promotional language
Bullet Points (required)
Add up to 10 slots (5 shown by default); 150-500 characters each; start with a capitalized benefit phrase
Product Description
0 / 2000 characters; minimum 200; a small toolbar inserts basic Bold, Italic, Line Break, and List HTML
Search Terms (Backend)
0 / 249 bytes; space-separated; do not repeat title/bullet words; a Dedup button strips any word already used in your title or bullets
Below the content card sits the Keyword Bank - a scratchpad, not an AI tool. Add keywords one at a time or Bulk Import a pasted list (one per line, optional volume after a comma). As you write, each keyword lights up colored dots showing where it appears - title, bullets, description, or backend - and a Coverage figure tracks how many of your keywords you have actually worked into the listing.
Attributes - the fields Amazon requires
This step is generated from the product type you chose in Setup, so it looks different for every category. Fields are split into two groups:
Required Attributes (red badge)
Amazon will reject the listing without these
Recommended Attributes (blue badge)
Optional, but they improve completeness and discoverability
Each field renders as the right control for its type - a dropdown for fixed choices, a number box, or a text box - with Amazon's own description as a tooltip and any maximum length shown. Fill in at least every required field here so validation does not bite you at submission.
Change the product type, change this form. If you go back to Setup and pick a different product type, the Attributes step reloads with a completely different set of fields. Do that before you invest time filling attributes in.
Review & Submit - identifiers, images, variations
The final step collects everything Amazon needs to actually list the item, and is where you submit.
Pricing & Identifiers
SKU (required)
Your own stock code; max 40 characters; letters, numbers, hyphens, underscores only. Left blank, one is generated for you
Price (required)
Must be greater than 0; submitted in your project currency
Quantity
Starting fulfillable stock
Brand (required)
Your brand name
Condition
New (default), Used - Like New / Very Good / Good / Acceptable, or Refurbished
Product ID (UPC/EAN/ISBN) (required)
The barcode / GTIN for the product
ID Type
EAN, UPC, ISBN, or GTIN
Images - the grid of 7 photo slots plus 1 video slot is a preview of what the listing will need, not an uploader. Images are added after the listing is created - open it in Listing Quality to upload and validate them.
Variations (optional) - if the product type supports it, pick a Variation Theme (for example Size, Color) and add child variants in the table, each with its own SKU, price, and quantity. The Builder creates a parent listing and one child listing per variant. Leave the theme on "No variations" for a single product.
📋 The right rail - Score, Compliance, Preview
Listing Score
The score is a transparent, in-browser calculation out of 100. It is not the same model as Listing Quality's LQI - it is a quick self-check while you draft:
Title
30
80-200 characters (40-79 earns 20; any title earns 10)
Bullet Points
25
Five bullets of at least 50 characters each
Description
15
200+ characters (100-199 earns 10; any earns 5)
Search Terms
10
Present and within the 249-byte limit
Keyword coverage
20
Every keyword in your Keyword Bank used somewhere
The ring is green at 80+, amber at 50-79, and red below 50.
Compliance
A live checklist flags the content problems Amazon most often penalizes:
Title within (or over) the 200-character limit
Excessive ALL CAPS words
Restricted promotional words - phrases like "best seller", "#1", "free shipping", "limited time", "buy now", "guaranteed", "sale", "discount", "lowest price" and similar are flagged
HTML tags accidentally left in the title
Backend search terms over 249 bytes
Amazon Preview
A running mock-up of the buyer's view - title, "by [brand]", price with the correct currency symbol, "About this item" bullets, and description. Toggle between the desktop and mobile renderings with the two icons in the panel header.
💾 Buttons - Save Draft vs Push to Amazon
A draft lives only in your browser. Push to Amazon is the only action that touches Amazon. Nothing you type reaches Amazon until you explicitly push it.
Save / Save Draft
Saves the whole listing under a name you type, in your browser's local storage. It never leaves your device and is never sent to Amazon
Autosave
Every couple of seconds the wizard quietly autosaves your work; the header shows "Saving..." then "Saved". Next time you open the page it offers to restore it
Drafts
Opens your saved drafts to reload or delete one
Export
Downloads the current listing as a TSV file (field/value rows) for your records or a copywriter
Push to Amazon
Validates the listing and submits it to Amazon to create the new listing
When you press Push to Amazon, the Builder first checks that you have a product type, SKU, title, price, and product ID - jumping you back to the offending step if one is missing - then submits. On success it clears the autosave so future visits do not offer to "restore" a listing you already created.
Pushing queues the listing - it does not go live instantly. A successful push means Amazon accepted your submission into its processing queue, not that the listing is live. Amazon validates it in the background over the next few minutes and can still reject it - for a missing required attribute, an invalid barcode, an unregistered brand, an image problem, or a duplicate. The Builder turns Amazon's rejection codes into plain-language messages against the specific field that failed, so you know exactly what to fix and resubmit.
Amazon accepts a maximum of 5 bullet points. The Content step lets you add up to 10 bullet slots, but the submit is rejected if you send more than 5. Keep your strongest five.
✅ Best Practices
Pick the product type first, and get it right. It drives the entire Attributes step. Changing it later discards the category fields you filled in.
Fill every Required Attribute. These are the fields Amazon rejects listings for. Clearing them in the wizard is far faster than round-tripping a rejection.
Have your GTIN ready. A valid UPC/EAN/GTIN (or a Brand Registry GTIN exemption) is the most common reason a push is rejected. Verify the barcode before you submit.
Aim for a green score, but do not obsess over 100. 80+ means your draft is solid. Title and bullets carry the most weight, so start there.
Clear every Compliance flag before pushing. Restricted promotional words and ALL CAPS can get a listing suppressed even after it is accepted.
Treat Save/Export as your safety net. Drafts live only in this browser - export a TSV if you need the content anywhere else.
Plan your images. The Builder does not upload them. Right after the listing is created, open it in Listing Quality to add and validate photos.
❓ FAQ
Does the Listing Builder use AI to write my listing?
No. The Builder has no AI. You write the title, bullets, description, and keywords yourself. The Listing Score, Compliance checks, and Keyword Bank are simple rule-based helpers that run in your browser. If you want AI to draft or rewrite copy, use Listing Quality or Listing Agent in the Listing Manager suite.
Can I clone or import an existing ASIN as a starting point?
Not yet. The Import Existing Listing card in Step 1 is disabled and marked "coming soon". To edit a listing you already have live, use Listing Quality instead. Everything in the Builder starts from a blank listing.
Is my listing live on Amazon as soon as I push it?
No. A successful push means Amazon accepted the submission into its queue. Amazon validates it in the background and can still reject it - for a missing attribute, a bad barcode, an unregistered brand, or an image issue. Give it a few minutes and check the result; the Builder shows Amazon's specific error if it is rejected.
Where are my drafts stored?
In your browser's local storage on the current device only. They are never uploaded to SellerMagnet or Amazon. Use Export to save a copy as a TSV file, and remember a draft will not follow you to another computer or browser.
Why does my Attributes step look different from someone else's?
Because it is generated from the exact product-type definition Amazon enforces for your category and marketplace. A Necklace, a T-Shirt, and a Phone Case each demand different required fields, so the wizard asks only for what your chosen type needs.
How do I add product images?
Not in the Builder - the image grid there is only a preview of what the listing will need. After the listing is created, open it in Listing Quality to upload and validate the photos.
How many bullet points can I actually submit?
Five. The Content step lets you add up to 10 slots for drafting, but the submit is rejected if you send more than 5 bullet points, so keep your best five.
➡️ What's Next?
Listing QualityA+ ContentListing OptimizerLast updated