Amazon Baby Product User Manual
Product Listing & Content Guide
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
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
1
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
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Product Listing & Content Guide
Description
Corresponding field name
EAN
Indicate the correct EAN/UPC for
the item.
standard-product-id
Product title
The product title appears next to
the image and appears in search
results.
title
Brand
Exact brand name used to
market the product
brand
Product images
Up to 9 images can be used. The
higher the resolution, the better.
The minimum resolution is 500
pixels, from 1,000 pixels zoom
can be used for the image.
main-image-url, swatch-imageurl other-image-url1-8
Product features/Highlights
To provide a first impression
quickly, use bullet points under
Highlights. Short and precise is
the motto here.
bullet-point1-5
Product description
Detailed description of the
features and possible uses of
your product in written form.
description
Category filter (Browse Nodes)
The product category, in which
the item should be displayed on
the page.
recommended-browse-node1-2
Search terms
Synonyms or search words, by
which your item can be found.
Several terms are possible per
field with a total maximum of 50
characters.
search-terms1-5
Variation relationships
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
the details page.
parentage, relationship-type,
parent-sku, variation-theme,
colour, colour-map, size, sizemap
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.
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Product Listing & Content Guide
title
bullet-point 1-5
description
main-image-url, other-image-url1-8
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.
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.]
4
Product Listing & Content Guide
Formula
Brand
Item number
Item name
Item
type
Specifications
Example
Hauck
604038
Dream’n Play
Travel
Cot
60x120 cm, Colour
Yellow/Blue/Navy
Result:
Hauck 604038 Dream’n Play Travel Cot, 60x120 cm, Colour Yellow/Blue/Navy
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
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.
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