How can create a Products file to use as an Import file for Amazon?

This is from the Amazon Store FAQ :

Q: How do I add products and manage inventory on my Amazon Webstore?

A: The "Inventory" tab in the Seller Central administration using either an "Add a Product" form or
a flat-file feed to upload a large number of products.

I'm looking for a way I can Import products from my website into a Amazon Store (eBay too).

I want to create this file feed, but can't figure out how to include the "image name", for the Image field.

Is this at all possible?