Sell on Amazon Sign in
This article applies to selling in: United Kingdom

Amazon Handmade: Customisation Guidelines

Customisations vs. Custom Orders

Customisations are, essentially, variations on the same product; for example – size, colour or usage of monogram letters or even cities on items such as tea towels or coasters. Custom Orders enable you to offer custom, made-to-order items as a private listing for your customers; for example – Customer contacts you to see if you can etch two dogs on their wine glass, instead of just the one that your listing shows. For more information on Custom Orders, see Amazon Handmade: Custom Orders.

Customisations Guidelines

When listing Handmade products on Amazon, you can configure each product with up to 10 different customisations. These customisations are completely configurable by you. They can be existing product attributes such as size or colour, or they can be entirely Maker-defined, such as ‘Monogram up to 3 letters’ or ‘Hair colour for bride’ for a wedding cake topper.

When creating a customisation, you can choose between the following types:

  • List of Options: Add a list of customised options (up to 20) for customers to choose from. For example, size, colour, metal or material
  • Text Entry: Provide customers with a text entry box for use for engravings, monograms, or any other word-related custom features
  • Number Entry: Provide customers with a number entry box for custom width, height, dimensions, or quantity inputs.

Customisations let customers tailor your product to their specifications. You should use them to offer simple configuration options for your products. Configuring customisations for products with slight variations, rather than listing them separately, will improve product discoverability in search results.

Guiding Principle

Customisations should be used in lieu of creating a separate product when a customisation does not dramatically impact the product’s look or price beyond what a customer can imagine. Ultimately, how you set up your products is up to you. Here are some examples of when you should and should not use customisations.

Examples of when to use customisations

  • Size variation where size is visually not different in a product image (for example, ring size or shelf length)
  • Colour or metal type variation that does not impact the price or design. Add a secondary product image where the colours or metal types are clearly depicted
  • Personalisation such as monograms, engravings, personalised names or dates. In this example, we recommend adding a secondary product image with the font options clearly depicted

FBA and customisations

At this time, you cannot use FBA for customised products. Create unique ASINs for each product that you plan to ship through FBA. Remove customisations from your ASINs before converting them to FBA.

B2B Business Pricing and customisations

Handmade sellers can use Business Pricing for a customisable Handmade product, as long as Business Sellers list the item with a Standard Price and Business Price. However, the only exception is if there is an additional fee for an Option, Text or Number customisation, in which case the Business Buyer will not be charged the additional fee. Therefore, it is recommended to not use Business Pricing for customisable Handmade products that have additional fee(s) for Option, Text or Number customisations.

Sign in to use the tool and get personalised help (desktop browser required). Sign in

Reach Hundreds of Millions of Customers

Start Selling on Amazon

© 1999-2021,, Inc. or its affiliates