Reduced 2026 fees = bigger margins. See what you saveReduced 2026 fees = bigger margins. See what you saveOn this site, we use cookies and similar tools (collectively, "cookies") to provide and improve services to you and to show ads. To learn more about how Amazon uses cookies, please read the Amazon Cookies Notice.
AMAZON CUSTOM
Sell customizable products for all of life's moments
Enable customers to customize, personalize, or configure the perfect product, all with the Amazon Custom feature set.
Discover Amazon Custom
Amazon Custom is a store on Amazon.co.uk where shoppers go to customize your products with their text, images, or logos—or from a list of options you provide. Custom products are cross-listed in our store as well as in your specified department.
Listing unique and non-standard products on Amazon UK
Amazon UK gives sellers a structured set of tools to list products with unique specifications or non-standard attributes so that those products reach buyers actively searching for them. Sellers without a standard barcode can apply for a GTIN exemption directly in Seller Central, removing the most common barrier to listing genuinely bespoke or one-of-a-kind items.
Accurate category placement is handled through the Browse Tree Guide, which helps sellers identify and assign the most relevant browse node for products that do not map neatly to a mainstream category. Completing all available listing attributes, including recommended and optional fields, feeds Amazon's search and filter systems with the granular detail needed to surface a product in refined, intent-led searches. Backend search terms provide a further layer of discoverability by indexing an ASIN against long-tail queries without affecting the visible listing copy.
For products that require buyer personalisation, Amazon Custom extends these catalogue tools further. Enrolling in Amazon Custom allows sellers to offer text, image, or configuration-based options while keeping the listing indexed across both the Amazon Custom store and the seller's chosen product department. This means a bespoke or made-to-order item benefits from the same search and browse infrastructure as any standard catalogue product
Accurate category placement is handled through the Browse Tree Guide, which helps sellers identify and assign the most relevant browse node for products that do not map neatly to a mainstream category. Completing all available listing attributes, including recommended and optional fields, feeds Amazon's search and filter systems with the granular detail needed to surface a product in refined, intent-led searches. Backend search terms provide a further layer of discoverability by indexing an ASIN against long-tail queries without affecting the visible listing copy.
For products that require buyer personalisation, Amazon Custom extends these catalogue tools further. Enrolling in Amazon Custom allows sellers to offer text, image, or configuration-based options while keeping the listing indexed across both the Amazon Custom store and the seller's chosen product department. This means a bespoke or made-to-order item benefits from the same search and browse infrastructure as any standard catalogue product
Available customization options
Amazon Custom supports the three customization types shown below: text, image, and product configuration. If you are able to fulfill orders with these customization types, register today and start selling custom products with Amazon.
Text customization
Text customization allows customers to add text to your products using color and font options you've specified within Seller Central. This option can be used for engraving, embroidery, printing, painting, and more.
Image customization
Image customization enables customers to customize your product by uploading their own image. The customer may also add text to display on the image.
Product configuration
Product configuration or "list of options" enables you to create a series of drop-down options through Seller Central that customers can use to build their own product. This feature also enables you to charge an additional fee for select customization options.
How it works
Step 1
Register to join
Register to get the Custom feature set applied to your Professional Selling partners account.
If you are an Individual selling partner, you will need to upgrade your account and become a Professional selling partner before registering for the feature set.
If you are an Individual selling partner, you will need to upgrade your account and become a Professional selling partner before registering for the feature set.
Step 2
Enable your listings
Once your account is registered for Amazon Custom, you'll be given access to enable your product listings for customization.
Step 3
Set up your experience
Using our listing tool within Seller Central, start configuring your customization experiences.
Step 4
Start selling
With your custom products now live, reach hundreds of millions of Amazon customers.
Frequently Asked Questions
Get answers to the frequently asked questions about Amazon Custom.
How long after I apply will I be notified of approval?
Approvals are typically sent within 1 hour via email with links to help get you started. If you're not accepted, you will be notified upon submitting the application.
I am not a Professional selling partner, can I still join Amazon Custom?
It is required that you are a Professional selling partner in order to sell using Amazon Custom, unless you are listing with Handmade.
Can I use FBA (Fulfilment by Amazon) to fulfil my custom orders?
Due to the customization aspect of these products, all orders must be fulfilled by you, the selling partner. FBA is currently unavailable for customized products.
How can sellers on Amazon UK list a product that does not have a standard barcode or fit an existing category?
Sellers on Amazon UK can apply for a GTIN exemption in Seller Central to list products that do not carry a standard UPC, EAN, or ISBN.
For category placement, the Browse Tree Guide helps identify the closest relevant browse node, and completing all available listing attributes ensures the product appears in Amazon's search and filter results.
Sellers offering personalised or made-to-order items can also enrol in Amazon Custom to give buyers configuration options while keeping the listing visible across Amazon UK.
For category placement, the Browse Tree Guide helps identify the closest relevant browse node, and completing all available listing attributes ensures the product appears in Amazon's search and filter results.
Sellers offering personalised or made-to-order items can also enrol in Amazon Custom to give buyers configuration options while keeping the listing visible across Amazon UK.
Do you support bulk feed uploads?
We currently only support feeds for text customization for one area and up to 5 lines. Image customization and product configuration are still a manual one-by-one upload.
Can I list in any category?
You may list custom products in any category in which you are authorized to sell. However, custom products are currently unavailable in media categories and cannot be used on personal computers, laptops, computer towers, tablets or on video consoles. For more information about the restrictions, please refer to the Prohibited selling partner activities and actions page.
What are the costs associated with using Amazon Custom?
Our current set of features are free, however, as new features come out, charges may apply. Normal Amazon monthly subscription fees and selling fees will still apply while using Amazon Custom. For more information on fees, see the Selling on Amazon Fee Schedule.
How will shoppers discover my custom products?
Custom products are treated like any other listings at Amazon, so discovery is no different. There is currently a dedicated storefront for custom products, but if you are looking to increase exposure to your products, consider taking advantage of Sponsored Products.
Can I use Amazon Custom to personalize products for businesses with their logo?
Yes, our image customization feature is a great way for businesses to design a product with their logo.
How many different customizations am I able to offer the custom?
All customization types (text, image, and options) can be used simultaneously across one product listing. We currently offer 5 surfaces with 10 customizations per surface, and up to 100 options.
Where can I go to learn more about setting up the customization experience?
You can get started with our main Custom Products help page in Seller Central.
How do I create effective product listings on Amazon UK?
Effective product listings on Amazon UK help customers find your products and make informed purchasing decisions. Strong listings combine clear product information, quality visuals, and accurate categorisation.
Best practices include:
1. Use clear, descriptive product titles that include key product details
2. Add high-quality images that show the product from multiple angles
3. Write informative bullet points highlighting features and benefits
4. Include accurate product descriptions with all relevant information
5. Select the correct product category and add relevant search terms
Well-optimised listings improve discoverability and can help increase conversions. If you are new to selling, reviewing the beginner’s guide to selling on Amazon can help you understand listing best practices and account setup requirements.
Best practices include:
1. Use clear, descriptive product titles that include key product details
2. Add high-quality images that show the product from multiple angles
3. Write informative bullet points highlighting features and benefits
4. Include accurate product descriptions with all relevant information
5. Select the correct product category and add relevant search terms
Well-optimised listings improve discoverability and can help increase conversions. If you are new to selling, reviewing the beginner’s guide to selling on Amazon can help you understand listing best practices and account setup requirements.
Start selling today
Selling on Amazon allows you to reach tens of millions of shoppers, whether you’re selling one item or millions. Your account configuration is set to sell across Europe
£25 (excl. VAT) per month + selling fees
