Expand Reach and Awareness with Amazon Custom Products

Amazon Expert

Hi I’m Steven, Founder of My Amazon Guy, a 500+ person Amazon Seller Central agency out of Atlanta, GA. We Growth Hack eCommerce and Marketplaces through PPC, SEO, Design, and Catalog Management.

The demand for personalized products is growing, and Amazon Custom Products is a great way to tap into this trend. With Amazon Custom Products, you can offer your customers the ability to customize your products to their own unique needs and preferences. 

This can help you to create a more memorable and engaging shopping experience for your customers, and it can also help you to increase brand awareness and reach a wider audience.

Overview of Amazon Custom Products Program

Introduction to Amazon Custom

Amazon Custom is a program in Amazon.com where shoppers may search for items that they want to personalize using their own text, images, logos, or by selecting choices from your provided options. These uniquely customized products are listed not only in the store but also within the specific department you designate.

Benefits Of Amazon Custom For Sellers

  1. Product Differentiation: Amazon Custom allows sellers to offer personalized items, making their products stand out from the competition.
  2. Higher Margins: Customized products often command higher prices, leading to improved profit margins.
  3. Customer Engagement: The ability to customize products can increase customer engagement, leading to a more loyal customer base.
  4. Brand Awareness: Offering unique, customized products can help increase brand visibility and recognition among Amazon shoppers.
  5. Competitive Edge: By utilizing Amazon Custom, sellers can offer a unique shopping experience that many competitors may not, giving them a competitive edge.
  6. Increased Sales: Unique and personalized products can attract more customers leading to increased sales.

Requirements To Join Amazon Custom

  • You need to be subscribed to the Professional selling plan
  • All orders must be fulfilled by you (the seller). The program is not items fulfilled by Amazon.
  • All Custom Products you’ll sell must be in New condition. Used listings are not permitted. See the Condition guidelines to know more
  • Your listings should have Amazon-compliant product images. For additional information, head over to Product image requirements.
  • For customization to work, you need to be the only one selling the product. If other sellers already have the same product on Amazon, you need to make a new listing just for your customized version.
  • You should comply with Amazon’s return policies. For details, review the Custom products returns policies.

How Amazon Custom Products Program Works

  1. Register for Amazon Custom. Professional Sellers can register for Amazon Custom to get the Custom feature set applied to their account. Individual Sellers must upgrade their account to Professional Seller before registering.
  2. Enable customization for your product listings. Once your account is registered for Amazon Custom, you can enable customization for your product listings.
  3. Configure your customization experience. Use the listing tool in Seller Central to configure your customization experience.
  4. Start selling! Your custom products are now live and can be purchased by customers on Amazon.

Amazon Custom Products: Customization Options

Text-based customization

Text customization allows customers to add their own text to your products. You can specify the color and font of the text in Seller Central. This option can be used for a variety of applications, such as engraving, embroidery, printing, and painting.

Here are some examples of how text customization can be used:

You can offer customers the option to add their name or initials to a product, such as a mug or a t-shirt.

You can offer customers the option to add a message to a product, such as a birthday greeting or a wedding sentiment.

You can offer customers the option to add a logo or design to a product, such as a company logo or a sports team logo.

Image-based customization

Image customization allows customers to upload their own image to your product. They can also add text to the image. This option can be used for a variety of applications, such as custom photo gifts, custom apparel, and custom home décor.

Here are some examples of how image customization can be used:

Customers can upload a photo of themselves to a custom mug or t-shirt.

Customers can upload a logo or design to a custom banner or sign.

Customers can upload a photo of their pet to a custom blanket or pillow.

Product variations customization

Product configuration allows you to create a series of options that customers can choose from to customize your product. You can specify the price for each option in Seller Central. This option is a great way to give customers more control over the products they purchase and to increase the perceived value of your products.

Here are some examples of how product configuration can be used:

You can offer customers the option to choose the size, color, or material of a product.

You can offer customers the option to add additional features to a product, such as a nameplate or a logo.

You can offer customers the option to personalize a product with their own text or image.

Data Input or Notes Customization

Data input or notes customizations are text fields that allow customers to enter information that does not affect the preview of the product. This customization type is best used for custom sizing or for notes from the customer.

For example, you can use data input or notes customizations to:

Collect customer information, such as their name, address, or phone number.

Collect custom sizing information, such as the size of a garment or the length of a piece of jewelry.

Collect notes from the customer, such as a special message or a request for a specific customization.

Data input or notes customizations are a great way to collect information from customers and to personalize their shopping experience. They are also a great way to avoid errors and ensure that customers receive the products that they want.

Setting Up Amazon Custom Products

Creating a product listing

  1. How to sell custom products on Amazon? It’s basically the same as how you would sell non-customizable products. 

You can add one product at a time (this is only available in certain categories. 

For a product variation:

  • When listing a product and adding your own variations, head over to the “Use Add a Product” page to create them.
  • When creating variations in bulk or for an existing product that you did not create, the more appropriate tool to use is Variation Wizard.
  1. After your main listing is up and visible online, ensure that your inventory is set to one (1) or more items.
  2. To activate customizations for a listing, follow these steps:
  • Go to Inventory >  Manage Inventory.
  • Find the listing where you want to add customizations.
  • From the Edit dropdown, choose Add/Edit Customization Information.

This option will not appear if you are not registered to the Amazon Custom Products Program.

  1. For applying customizations in bulk, simply click on “Enable Bulk Customizations.”
  2. Add the customization details by following the step-by-step instructions for each type of customization:

Here are some videos you can watch about listing creation:

Adding customization details

Important things to remember when adding customization details:

  1. Clarity: Be clear and specific about what customization options are available. Include specifics like color options, text limitations (character count, font options, etc.), and image requirements (size, resolution, format, etc.).
  2. Examples: Provide examples of possible customizations. This can help customers visualize what they can create and inspire them to make a purchase.
  3. Instructions: Include detailed instructions on how customers can customize the product when placing their order. This can help prevent confusion and ensure customer satisfaction.
  4. Quality: Make it clear that the quality of the customized product will match the quality of the standard product. This can help reassure customers that they’re getting a good value.
  5. Production Time: If customization adds to the production time, make sure to clearly state this so customers know when to expect their order.
  6. Price: If customization adds to the cost of the product, be transparent about this upfront to avoid surprising customers at checkout.
  7. Refund/Return Policy: Since customized items are typically not eligible for returns or refunds, make sure to clearly state this in your product description.

Remember, the goal is to make the customization process as easy and appealing as possible for the customer. The more information and options you provide, the more likely they are to be satisfied with their purchase.

Setting up pricing for custom products

Factors to consider:

  1. Cost of Production: Consider the costs involved in creating the product, including materials, labor, and the additional time and resources needed for customization.
  2. Value of Customization: Customized products often hold more value to customers than standard ones. Make sure your price reflects this added value.
  3. Market Rate: Look at what similar custom products are selling for on Amazon. You want to be competitive, but you also don’t want to undervalue your product.
  4. Brand Positioning: If you’re positioning your brand as premium or high-end, your prices should reflect that.
  5. Profit Margin: After considering all costs, ensure the price allows for a reasonable profit margin. Remember, while Amazon takes a referral fee, you also need to factor in other costs like shipping, returns, and potential advertising.
  6. Price Elasticity: Understand how sensitive your customers are to price changes. If a small increase in price leads to a large drop in sales, your product may be highly price elastic. 
  7. Customer’s Willingness to Pay: If possible, try to gauge how much your target customers are willing to pay for the custom features. 

Remember, pricing is both an art and a science. It might take some testing and adjustment to find a price point that maximizes profitability while still attracting customers.

Amazon Custom Products Program: Managing Orders

Processing custom orders

Communicating with customers

Communicating with customers regarding their Amazon custom orders is a vital part of the process. Here’s an overview of how you can approach this:

  1. Initial Confirmation: Once a customer has placed a custom order, send them a confirmation message. This should include the details of their order and an estimated completion date.
  2. Clarification: If there are any ambiguities in the custom request, or if you need additional information to complete the order, reach out to the customer for clarification. Make sure to keep this communication professional and polite.
  3. Updates: Keep the customer updated on the progress of their order. If there are any delays or issues, let them know as soon as possible. Transparency is key to maintaining customer trust.
  4. Shipping Notification: Once the order is shipped, send the customer a notification with tracking information. This allows them to know when to expect their order.
  5. Follow-Up: After the order has been delivered, reach out to the customer to ensure they are satisfied with their purchase. Ask for feedback and address any concerns they may have.

Handling returns and refunds

Handling returns and refunds for Amazon custom products can be a bit more complex than regular products due to their personalized nature. Here’s how you can handle this:

  1. Review Amazon’s Policy: Amazon’s policy states that items that are customized or personalized may not be eligible for return. However, if the product was damaged or faulty, the customer may be entitled to a return or refund.
  2. Communicate with the Customer: If a customer wants to return a custom product, communicate with them to understand their reasons. If it’s due to a fault in the product, you should generally accept the return.
  3. Assess the Product: Once the product is returned, assess it to confirm the issue. If the problem is due to a manufacturing error or other fault on your part, a refund or replacement should be issued.
  4. Issue a Refund or Replacement: If you agree to a refund or replacement, process it as quickly as possible. If issuing a replacement, ensure that the issue with the original product is not repeated.
  5. Learn from the Experience: Use the experience to improve your product and service. If certain issues are recurring with your custom products, it may be a sign that you need to review your production process.

For more information about Amazon returns and refunds, here are some videos you can watch:

Quality Control in Amazon Custom

Ensuring product quality