Assuming you’re already an existing product brand, it’s usually going to be a 2-3 month process. The part that typically takes time is not us getting things done, but rather the approvals and logistical things that have to be put in place before you’re ready.
Here’s some things that usually have to be done in most projects that can cause the project to take longer than one might think.
– Account Signup & Verification
This alone takes at least two weeks. Amazon will have you provide all their documents. then they will have you schedule a video call with them to verify your identity (they usually make you schedule it 5-9 days out) and they will mail you a verification code on a postcard which takes about a week to arrive. Good news is that recently they seem to be letting many sellers skip some of these steps.
– UPC code approval
Your UPC codes ideally are registered under the exact same name that will be in your “brand field.” This will usually prevent Amazon from flagging the UPC code, but if the name doesn’t match, almost always will we have to send pictures of the product and a GS1 certificate to get them to alllow us to use your UPC codes. This can take a week but in some cases longer.
GTIN Exemptions
For some brands, it makes more sense not to use UPC codes for each of your listings. This is usually the case for things such as clothing, where you have a high number of SKUs. If the brand names are on the product, this approval will usually take a week or less. For brands that don’t have their logo on their products, this may necessitate actually having your logo printed on one of the products in order to get the approval.
– Category Approval
Some products don’t require category approval. Others do. If you have the documentation Amazon requires, this will usually take a week or two. In some cases Amazon might reject your documentation, you might not have the documents they want, or the documentation they ask for might be impossible to get because it has no releveance for your product. We might have to appeal those things which can take several weeks.
– Technical Glitches
It’s very common for some features to not work correctly on seller central. For example, connecting variations is very buggy. Often after getting brand registered, some of the features don’t work correctly. In those cases we have to petition seller support to get them to fix these issues. These can take several weeks, and for some problems, months. In some cases, there might be technical glitches that can’t be fixed and we’ll have to find a workaround.
Note that once your products are live and available for sale, that’s still the beginning of the process. There’s a lot to do in order to earn reviews, getting visibility, and growing the sales. For brands that are new to Amazon, the first 3-4 months selling are still a testing to phase that will help determine how much potential your brand has with selling on Amazon.