Amazon Baby Product User Manual

Product Listing & Content Guide

Baby. Version: August 2016

Please note that you have sole responsibility for ensuring that your offers comply with legal requirements. Amazon cannot advise you on legal issues. If you are unsure which information you need to provide for your product, or if you have questions with respect to legislative requirements, we recommend that you seek independent legal advice.

This Style Guide will help you to offer your products effectively and to maximize your sales.

Your commercial success at Amazon.co.uk depends on the quality of product information filed. The product details page replaces the traditional consumer consultation. Product offers, which are correctly set out in detail, with a consistent title and product images, will be easier for customers to find and so will sell more often and be returned less often.

Comprehensive product information also means that the pages will be found more easily and more quickly by search engines. The more content you provide on your product page, the higher the likelihood that the page will rank higher in leading search engines and will therefore be found and called up by more visitors.

Further information and the up-to-date files are accessible at Seller Central:

-Classification lists / Browse Tree Guides (= BTG) for baby products

-Flat File to upload your baby products

Contents

A)	General guidelines for baby items	6.	Category filters (Browse Nodes)
B)	Overview of fields for key product features	7.	Search terms

1.	EAN	8.	Variation relationships (products in different designs)
2.	Product title	C)	Important product information
3.	Product images	1.	Child car seats
4.	Product features/Highlights	2.	Prams and pushchairs
5.	Product description	3.	Furniture

Product Listing & Content Guide

Baby. Version: August 2016

A) General guidelines for baby items

For all products in the following categories, please use the inventory files (Flat Files) for baby items: Categories:

-Albums, christening candles & baby ornaments

-Car seats & infant carriers

-Nursery furniture and nursery furniture accessories

-Bedding articles

-Decoration

-Bottle- & breastfeeding

-Health & baby care

-Prams and pushchairs

-Dummies and teethers

-Pregnancy

-Safety

-Playing and learning

-Baby wearing and bags

The following are excluded:

-Baby clothing and accessories Clothing

-Baby Shoes Shoes

-Baby food Grocery

-Picture books, read-aloud books, parenting and other advice books Books

-Lamps and night lights Lighting

-Nappies, baby oils, creams, baby pharmaceutical items Health & Personal Care

Special case for toys:

Please upload all toys using the Toys Flat File, except those which fall in the following categories (here, please select the baby item file template as usual):

-Baby rockers

-Pram toys

-Baby walkers

-Mobiles

-Comforters

-Play centres and baby gyms

-Music boxes

-Play rugs and discovery blankets

-Doorway bouncers

Product Listing & Content Guide

Baby. Version: August 2016

B) Overview of fields for key product features

The following fields can be used to communicate key product information and to optimize product visibility. The table only serves to provide a rough overview. More precise descriptions follow subsequently.

	Description	Corresponding field name
	Indicate the correct EAN/UPC for
EAN	the item.	standard-product-id
	The product title appears next to
	the image and appears in search
Product title	results.	title
	Exact brand name used to
Brand	market the product	brand
	Up to 9 images can be used. The
	higher the resolution, the better.
	The minimum resolution is 500
	pixels, from 1,000 pixels zoom	main-image-url, swatch-image-
Product images	can be used for the image.	url other-image-url1-8
	To provide a first impression
	quickly, use bullet points under
	Highlights. Short and precise is
Product features/Highlights	the motto here.	bullet-point1-5
	Detailed description of the
	features and possible uses of
Product description	your product in written form.	description
	The product category, in which
	the item should be displayed on
Category filter (Browse Nodes)	the page.	recommended-browse-node1-2

	Synonyms or search words, by
	which your item can be found.
	Several terms are possible per
	field with a total maximum of 50
Search terms	characters.
	If you want to offer an item in
	multiple flavours and packaging
	units, then a variation
	relationship needs to be created
	here, so that all variations can be
	displayed under a parent item on
Variation relationships	the details page.

search-terms1-5

parentage, relationship-type, parent-sku, variation-theme, colour, colour-map, size, sizemap

Product Listing & Content Guide

Baby. Version: August 2016

Amazon.co.uk details pages overview

Here you can see an example details page for a child seat. The most important elements are featured with the respective field terms in the template file.

title

main-image-url, other-image-url1-8

bullet-point 1-5

description

1. EAN

For your product details, always use the original EAN from the manufacturer ("standard-product-id"). Duplicates created by generating new EANs for items which already have a manufacturer EAN make it harder for the customer to make a decision to purchase.

2. Product title

Title / product name ("title")

Please always provide the title of your products in a uniform format and with correct spelling. This will ensure consistent naming throughout the Amazon website. This makes it easier for the customer to identify products and increases the likelihood of a purchase.

The product title must be constructed as follows:

1) Brand product:

Formula: [Brand] [Item number] [Item name] [where applicable: Item type] [key specifications such as colour, size etc.]

Product Listing & Content Guide

Baby. Version: August 2016

Insofar as you list variations of an article ("child" variations), the product title must include the relevant variation attributes such as colour or size. This information should also be provided for individual products which are not part of a variation. For parent products, use a generally-applicable title without colour and size information.

2)Products without a brand ("no name" items):

NEVER use a brand name for these.

Formula: [Item number] [Item name] [where applicable: Item type] [key specifications such as colour, size etc.]

Example:

Brand product

				Item
Formula	Brand	Item number	Item name	type	Specifications
				Travel	60x120 cm, Colour
Example	Hauck	604038	Dream’n Play	Cot	Yellow/Blue/Navy
Result:	Hauck 604038 Dream’n Play Travel Cot, 60x120 cm, Colour Yellow/Blue/Navy

The following general principles apply:

-The shorter, the better: limit yourself to those features that are necessary to differentiate the product from others. Use a maximum of 80 characters.

-Please pay attention to correct use of upper and lower cases for product names, product descriptions and bullet points. Avoid using block capitals (BLOCK CAPITALS). So do not write "SOOTHER" but, rather, "Soother".

-Provide the brand or manufacturer with the correct spelling. Do not name the supplier or wholesaler. If the brand is not known, state "unknown".

-The product title must not contain information about pricing, shipping, nor company information or promotions relating to your offer. Please avoid using time-related information such as "Offer for a limited period only".

-Except for proper names, product titles must be in English. Please always provide the brief description in English. Please always indicate what kind of item it is. Customers generally search for "Blue potty" and not "Mother care potty" even when the potty has such a name.

+ 9 hidden pages