Amazon Watches User Manual

CATEGORY STYLE GUIDE SUMMARY

Watches

April 2020

Your success on Amazon.co.uk largely depends on the quality of your product pages. Listings in a consistent format with accurate and detailed product information will drive traffic to your pages and can favourably influence the customer’s purchasing decision. Please note that non-compliance with Amazon requirements may result in your products being hidden (suppressed) from search and browse and your selling privileges revoked for this category. For further information, please refer to the respective section in the Style Guide.

The above Watch listing is an example of what a compliant product listing on Amazon should look like. In the section below you will find the basic requirements for setting up similar listings for your products.

Images must be at least 1600px on the longest side to enable zoom. Main image must be on a pure white background, show only the product for sale, show a front product view, have an aspect ratio close to 3:4 (Width: Height), occupy at least 85% of the image area and show a real representation of the product (no sketches) without extra text or graphics, product must be shot flat. Each colour variation of the product needs an image. Images need to be saved in .jpg, .png, .tif or .gif. For more information, please see pages 2- 4 and 12 onwards of the Watches style guide.

All variations of a style of product must be placed in one listing under a parent product. In the above example, we have 4 colours of the same watch model. Customer can easily see and select all the colours available without having to change the page. As each customer visit to a variation will be counted under the parent product detail page, this will increase your chances to sell a product (no. of detail page views is one of the criteria used to determine what appears at the top of the search results). For more information, please see pages 5-6 of the Watches style guide.

Good product titles build customer trust in you as a seller. The title format must be as follows:

[brand_name] + [target_audience_keyword] + [display_type] + [watch_movement_type] + "Watch" + “with”+ [band_material_type] + “bracelet” + [part_number]

There is a length limit that will suppress products with titles longer than 150 characters. Example of compliant title: Invicta Men's Chronograph Quartz Watch with Stainless Steel Bracelet 0076

For more information, please see pages 6-7 of the Watches style guide.

Bullet Points and Descriptions help customers to imagine the experience of owning or handling the product. The bullet point section shown in the image above will be the first part of written information a customer will see without the use of ‘scrolling’. Make sure to include all relevant information about the product. Product descriptions (not shown in the above example) are situated further down the listing page. To create a well-written product description, put yourself in your customers' shoes: what would they want to feel, touch and ask? Incorporate information about the feel, usage and benefits of your product to fire the customer's imagination. For more information, please see pages 7-11 of the Watches style guide.

CATEGORY STYLE GUIDE

Watches

March 2018

This guide aims to help you to create your catalogue easily and maximise your sales.

Your success on Amazon.co.uk largely depends on the quality of your product pages. Listings in a consistent format with accurate and detailed product information will drive traffic to your pages and can favourably influence the customer’s purchasing decision.

How you present your product information on our site is something we take very seriously for the benefit of customers and sellers on Amazon. Please read the guidelines below to find out how we expect sellers to list titles and display images. Failure to comply with these rules may result in your Watches listings being removed and your selling privileges revoked for this category.

CONTENTS
A)	Images ............................................................................................................................................................................	2
1.	Different types of images...........................................................................................................................................	2
2.	Requirements for images ...........................................................................................................................................	3
3.	Examples ....................................................................................................................................................................	4
B)	EAN.................................................................................................................................................................................	4
C)	Variations .......................................................................................................................................................................	5
D)	Colours ...........................................................................................................................................................................	6
E)	Titles ...............................................................................................................................................................................	6
F)	Increasing discoverability...............................................................................................................................................	7
1.	Browse node...............................................................................................................................................................	8
2.	Product-specific attributes / filters ............................................................................................................................	9
3.	Bullet points .............................................................................................................................................................	11
4.	Product description..................................................................................................................................................	11
5.	Keyword search........................................................................................................................................................	12
G) Appendix: Compliant Main Image Examples for Watches...........................................................................................		13

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A) Images

Good images communicate selling points and features of your product, inform and interest customers and reinforce your brand.

In an online store, the product image is one of your most valuable marketing tools. Listings with low-quality or few images suffer poor conversion rates and over time will appear less and less frequently in search rankings. The best customer experience is a store that is visually clean and consistent, so we require all sellers to commit to and maintain the standards described in this guide.

Important: Listings may be suppressed if they do not meet all required imaging standards. These listings will continue to be visible in your Seller Central account and accessible from the Suppressed Listings view in Manage Inventory where you can upload compliant images and information.

We recommend you to regularly check your Listing Quality and Suppressed Listing Report to identify detected by Amazon opportunities to improve image quality of your listings.

Note: You may only use images for which you own corresponding copyright.

1. Different types of images

Amazon.co.uk can display several images for each product in the catalogue. While only main images are required for all parent ASINs and all child ASINs (e.g. for every colour), customers can make more informed purchasing decisions if you upload several high-resolution product images Image files must be JPG, PNG, GIF or TIFF format (JPG is preferred). You can use three types of images to illustrate your products:

The parent ASIN’s MAIN image: Only one main image is used per parent listing. You must supply a parent main image.

The child ASIN’s MAIN image: Each child ASIN (corresponding to one SKU) must have a MAIN image that shows only that distinct colour option, and only one view of that item. You must supply a child main image for every colour option that you sell. The Main image is extremely important as it is shown on the results search page.

Alternate images: These show different views of the product to help clarify use and details, e.g. from different angles. You can supply up to eight alternate images for each parent or child SKU.

Main image

Child Main Images (Colour Variations)

Alternate images

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2. Requirements for images

 Required	for MAIN		Every item must have a MAIN image for the parent ASIN as well as for each child ASIN
	images:		(colour variation).
		MAIN image must be on a pure white background (Hex #FFFFFF or RGB 255-255-255).
		MAIN image for Watches must be shot flat.
		MAIN image must show only ONE product view, this must be a FRONT view.
		MAIN image must show only the product for sale (without extra accessories).
		MAIN image must show the entire product (no product parts could be clipped).
		MAIN image must have an aspect ratio close to 3:4 (Width:Height), and the product
			must occupy at least 85% of the image area in its longest dimension.
	for ALL		Images must be high resolution professional photos with 1,600 pixels or larger in
	images:		either height or width to activate the zoom feature.
		The colour in the image must match the product for sale.
 Preferred	for ALL		Each parent and Child ASIN should have alternate images to show different product
	images:		angles.
			Alternate images displaying a silhouette or sizing scale may contribute positively to
			the purchasing decision and can reduce customer returns.
 Prohibited	for MAIN		Listings without MAIN images or with image placeholders such as "temporary image"
	images:		or "no image available" are prohibited.
		MAIN images must not have a non-pure white or landscape background (shadows
			extending past side or top of frame are also prohibited).
			MAIN images must be a true photograph, not a sketch, drawing or graphical
			representation.
		MAIN images must not have any borders, logos, watermarks, text, colour blocks, inset
			images or other graphics.
		MAIN images must not contain multiple product views or multiple colourways except
			if these are sold together as a multi-pack (which must be mentioned in title and the
			pack must have its own specific manufacturer barcode).
		MAIN images must not be on a visible mannequin, hanger or holder.
			MAIN images must not be shot with a human model (e.g. watch on a wrist is
			prohibited)
		MAIN images must not show any packaging, boxes, tags, certificates or brochures.
		MAIN images must not show products with some parts cropped or folded products.
		MAIN images must not show back, side or top product view.
		MAIN images must not be in black & white.
		MAIN images must not contain items or accessories that are not part of the product
			listing; only include exactly what the customers are buying.
	for ALL		Images must not be blurry, pixelated or with jagged edges.
	images:		Images must not have low resolution or size less than 1,600 pixels.

Please refer to the appendix to see examples of compliant MAIN images.

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3.Examples

Compliant images

MAIN images

Alternate images

 Non-compliant MAIN images

B) EAN

EAN (European Article Number or now the International Article Number) is a unique 13 digit code given to individual articles and is used to identify the product.

Amazon expects each seller to have EANs for their products, which should be provided by the manufacturer.

Important: Listings with missing or wrong EANs (external_product_ID) will be suppressed if those listings are for brands with known EANs. These listings will continue to be visible and accessible in your seller central account from the Suppressed Listings view in Manage Inventory where you can upload the appropriate images and information.

If you are the manufacturer of the product which includes manufacturer of customised or hand-made products, private label brand owners or producer of branded white-label products, you must have GTIN or Manufacturer Codes. If you are the manufacturer and still don’t have bar codes, you will need to apply for the Amazon Brand Registry Program. Brands registered in this program are assigned a Global Catalogue Identifier (GCID), which can be used as a substitute for Manufacturer Codes or GTINs when you list a new product on Amazon. If the products you sell do not qualify for the Amazon Brand Registry, they might still be eligible for an EAN exemption. For more information, log on to Seller Central and search for the keywords “Brand Registry” or use this link.

For products already selling on Amazon.co.uk, please make sure to list against an existing ASIN. Do not create an existing product with a new barcode as this will duplicate the listing on Amazon. Any duplicates will eventually be removed to ensure we keep the site clean for the best customer experience.

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