Amazon Services Quick Start Style Guide

Title

• Capitalize the first letter of each word.
• Do not capitalize conjunctions (and, or, for), articles (the, a, an), or prepositions with fewer than five letters (in, on, over, with).
• Use numerals (2 instead of two).
• State the number of items in a bundled product (pack of 10).
• Keep it under 200 characters, but make sure to include critical information.
• Use only standard text, since special characters or symbols like © will not display in the title.
• Do not include price and quantity.
• Do not use ALL CAPS.
• Do not include information about yourself or your company. If you own the brand, put your brand information in the brand field.
• Do not include promotional messages, such as “sale” or “free ship.” Follow these instructions on how to set up promotions (sign-in required).
• Use your seller name as the Brand or Manufacturer only if your product is a Private Label.
• Do not include subjective commentary, such as “Hot Item,” or “Best Seller.”

Brand

• A unique and identifiable, symbol, association, name, or trademark which serves to differentiate competing products or services
• A name used to distinguish one product from its competitors that can apply to a single product, an entire product line, or a company
• A name or symbol used to identify a seller’s goods or services and to differentiate them from those of competitors

Example: Sonicare

Manufacturer

• A business engaged in manufacturing a product
• Anyone who manufactures a product Example: Phillips

 Note: Do not use your seller name as the Brand or Manufacturer, unless your product is Private Label.

Key features (bullet points)

• Highlight the top five features that you want customers to consider. For example:
  o Dimensions
  o Age appropriateness
  o Country of origin
  o Warranty information

• Begin each bullet point with a capital letter
• Write in fragments and do not include ending punctuation
• Write all numbers as numerals
• Separate phrases in one bullet with semicolons
• Spell out measurements, such as quart, inch, or feet
• Do not use hyphens, symbols, periods, or exclamation points
• Do not write vague statements; be as specific as possible with product features and attributes
• Do not enter company-specific information; this section is for product features only
• Do not include promotional and pricing information
• Do not include shipping or company information. Amazon policy prohibits including seller, company, or shipping information

Product description

• Describe the major product features, such as size, style, and what the product can be used for
• Include accurate dimensions, care instructions, and warranty information
• Use correct grammar, punctuation, and complete sentences
•  Do not include any of the following types of information:
  

  o Seller name
  o E-mail address
  o Website URL

• Company-specific information
• Details about another product that you sell or Promotional language such as “SALE” or “free shipping”

Images

The best product images will:

• Have a pure white backgrounds
• Have at least 1,000 dpi, so that it won’t turn fuzzy when customers zoom in on your image
• Show the entire product, and have the product occupy at least 80 percent of the image area
• Include only what the customer will receive

If you image includes any of the following elements, you may receive a quality alert on your listing:

• Borders, watermarks, text, or other decorations
• Colored backgrounds or lifestyle pictures
• Drawings or sketches of the product
• Accessories or additional products not included in the offer
• Image placeholders, such as “no image available” text. Amazon will provide a placeholder if you do not have an image for your product.
• Promotional text, such as “SALE” or “free shipping”
• Multiple colors of the same product