CATEGORY STYLE GUIDE: BEAUTY - s3.amazonaws.com · CATEGORY STYLE GUIDE: BEAUTY About this document...

CATEGORY STYLE GUIDE: BEAUTY

© 2010 Amazon Services LLC Last revised: 03/12/10


About this document

This Style Guide is intended to give you the guidance you need to create effective, accurate product detail pages in the Beauty category.

In addition to using this document, we encourage you take advantage of the wealth of information available in our Help pages. Click "Help" on the upper-right side of the Seller Central home page.

Table of Contents

Section I: Overview

Section II: Title Style

Section III: Key Product Features

Section IV: Product Descriptions

Section V: Images

Section VI: Variation Relationships

Section VII: Browse & Search



Beauty

Whether you're selling makeup, skin care or fragrances, accurate data is crucial to discoverability and sales. How you present your products will greatly influence the customer's purchasing decision when shopping on Amazon.com. Providing clear and concise listings in a consistent format will better inform customers and enhance discoverability of your products. This can result in increased traffic to your product listings. Please carefully review the following information and make the necessary updates to your product listings. This section covers the following guidelines for setting up product detail pages:

Title Style Get customer attention with great titles. Clear and concise titles will improve search results and catch the customer‟s attention.

Brand & Manufacturer Improve discoverability and duplicate detection by entering accurate brand and manufacturer information.

Images Show customers what they're buying. Professional images on white backgrounds will bring life and added attractiveness to your product.

Key Product Features Highlight the key features and benefits of your product.

Product Descriptions Elaborate on the features and uses of your product.

Item Package Quantity Indicates how many items are in the package. Please use if there is more than one identical unit in the package of the product you are selling.

Variation Relationships Make choices easy: Display multiple size and color options on a single detail page.

Browse & Search Improve discoverability and traffic through search terms and stylekeywords.



Title Style Your product title is the first thing the customer sees when visiting your detail page. Does your title provide customers with the right information? Will they continue looking at your product offering? The customer should be able to make a purchase decision based on the information in the product title alone, and only product-related information should be included. Amazon uses the words in product titles to display your product in search results. A concise and relevant title will drive traffic to your product. Always check titles for consistent format and accuracy. Follow the guidelines below to create product titles that make a good first impression.

Tips on how to create a great title

Do Do Not

Capitalize the first letter of each word (but see

exceptions under Do Not)

Use numerals (2 instead of two)

If a bundled product, state value in parenthesis

as (pack of X)

Keep it short, but include critical information

50 characters maximum

Note: Please include only standard text.

Type 1 High ASCII characters (®, ©, ™, etc.)

or other special characters are not supported.

Do not include price and quantity

Do not use ALL CAPS

Do not capitalize:

Conjunctions (and, or, for)

Articles (the, a, an)

Prepositions with fewer than five letters (in,

on, over, with, etc.)

Do not include seller information

Do not include promotional messages such as

"sale" or "free ship" (use the Promotion

Manager tool to include messaging)

Do not use your seller name for Brand or

Manufacturer information, unless your product

is Private Label

Do not include symbols in your listings

(such as: ! * $ ?)

Do not include subjective commentary such as

„Hot Item‟ or „Best Seller‟

Elements to Include [Manufacturer / Brand]+[Product Line]

Examples:

Manufacturer Brand Product line Title

Bare Escentuals bareMinerals All-Over Face Color Bare Escentuals bareMinerals All-Over Face Color

Dolce & Gabbana Dolce & Gabbana Light Blue Pour Homme Dolce & Gabbana Light Blue Pour Homme

Laura Mercier Laura Mercier Tinted Moisturizer Laura Mercier Tinted Moisturizer

Note: Including your company information or sale messaging in your product titles may negatively impact your seller account.



Examples: Good:

Bad:

-Only the first letter of each word should

be capitalized

-Product variations (size) should not be

included

-Promotional information (Travel Offer) is not permitted



Key Product Features The Key Product Features bullets on the detail page give the customer more details about your product and can influence the customer purchase decision. The Beauty category is a "child model" store. Your product data (images, descriptions, and bullet point text) must

be uploaded to all child ASINs, rather than just the parent ASINs. If you do not add product data to child ASINs, your offers will still be buyable, but the description and bullet point text won‟t appear on the product detail pages.

Highlight the five key features you want customers to consider, such as dimensions, age appropriateness, ideal

conditions for the product, country of origin, and so on Maintain a consistent order. If your first bullet point is country of origin, keep that same order for all your

products Reiterate important information from the title and description Begin each bullet point with a capital letter

Write with sentence fragments and do not include ending punctuation Do not include promotional and pricing information Do not include shipping or company information. Amazon policy prohibits including seller, company, or shipping

information The description helps customers evaluate a product, so any non-product-specific information can distract from a

customer‟s purchase decision

Content Example: Featured Bullets

Ingredients / Contains

Made with avocado oil

Contains Vitamin A

Skin Types Great for dry skin

Purpose / Use Reduces fine lines

Customers use this section to get a snapshot of the product. They may finalize a purchase decision based on this information alone, or it may interest them enough to then read the full product description.

Note: Tips to improve readability Write all numbers as numerals

In bullets with multiple phrases; separate the phrases with semicolons Spell out measurements such as quart, inch, feet, and so on

Do Not: Use hyphens, symbols, periods, or exclamation points

Write vague statements; be as specific as possible with product features and attributes Enter company-specific information; this section is for product features only

Examples: Good:

Product Features Case of two 2-ounce jars of facial treatment cream (4 total ounces)

Enriched with Vitamin E Age-defying; salicylic acid encourages exfoliation and skin renewal Cleanses by gently lifting away dirt, oil and make-up

Packaged in an easy-to-use glass jar

Bad: Product Features

EDT SPRAY 3.4 OZ & BODY LOTION 2.5 OZ & BATH GEL 2.5 OZ (TRAVEL OFFER)

Fragrance Notes:violet, mimosa, soft sweet spices, and orange flower Free shipping You‟ll be satisfied

-Shipping information is not a

product feature as it is seller specific

-Only capitalize the first letter of each word

-Is not meaningful



Product Descriptions When you describe your product, you might want to include some key features listed in your Feature

bullets. However, go beyond a simple to-the-point description. Well-written product descriptions help the customer imagine the experience of owning or handling your product. Put yourself in your customers' shoes: what would they want to feel, touch or ask? Incorporating information about the feel, usage and benefits of your product can fire the customer's imagination. This is as close as you can come to creating an in-store experience. Product Descriptions are limited to 2000 characters.

Do Do Not

Describe the major product features and list

product information including size, used-for

and style

Keep it short, but include critical information.

Include accurate dimensions, care instructions

and warranty information

Use correct grammar and complete sentences

Be sure that product claims are truthful and

substantiated

Do not include your seller name, e-mail address,

website URL, or any company-specific

information

Do not write about anything but the product for

sale; this is your opportunity to tell the

customer what they are buying

Do not include promotional language such as

"sale" or "free ship" (use the Manage Promotions

tool instead)

Good:

Product Description Product Description

Guerlain's Aqua Allegoria Cherry Blossom captures the gentle euphoria that emerges during the renaissance of nature the first days of spring. No flower evokes the same lilting happiness as the cherry blossom full of pink freshness and emotion. This fruity floral scent embodies the season of renewal with a blend of cheerful and charming notes. Bergamot lights the way, green tea adds a

cool touch, and the mixture melts into an irresistible layer of ripe, luscious peach. Product Description

Product Description

In just 30 days, this innovative high-performance formula promotes the appearance of healthy, natural lash and brow growth with a simple once a day application. RapidLash offers maximum protection by delivering essential proteins, vitamins, moisturizing and rejuvenating ingredients that replenish and strengthen the structure of lashes and brows, while adding shine and elasticity. Each strand is nourished providing incredible results that improve the appearance of thin, sparse

eyebrows. RapidLash helps transform thin, brittle or short lashes into thicker, longer, healthier-looking lashes and brows! Moisturizing and rejuvenating agents help add shine and flexibility.

Bad: Product Description

Product Description

Replacement pads for Deluxe Metal Curler. 4-ct. Product Description

Product Description

THIS FRAGRANCE IS VERY POPULAR IN EUROPE. FOR MORE DETAILS ON THIS PRODUCT GO TO:

HTTP://WWW.FRANGRANCEMAN.COM. AS A TOKEN OF APPRECIATION, YOUR PRODUCT WILL BE SHIPPED WITH A FREE GIFT.

-Not descriptive doesn‟t give the viewer a compelling reason to purchase the product – too vague.

-Only capitalize the first letter of each word -Website URL‟s are not permitted

-Promotion related information is not permitted

http://www.frangranceman.com/



Images Images display on the product search page and the product detail page. A professional image helps customers discover your product and can drive traffic to your detail page. Show customers what they will receive in their shipment (and only what they will receive). Make it easy for them to identify your product with a clear, high-quality image displaying exactly what you're offering.

Required Use simple and clean white backgrounds that do not distract from the product Product images should be at least 500-dpi, 1,000-dpi images are preferred Product images should be in color, not black & white

Show the entire product. The product should occupy at least 80 percent of the image area.

Include only what the customer will receive; accessories that are not part of the product should not be shown

If it is a bundled product, it is not necessary to show the entire LOT, a single

image of the product will suffice. Multiple angles of each product is preferred

Prohibited Brand tags or packaging in any of the images Images of second hand or slightly used products

Borders, watermarks, text, or other decorations Sketches / drawings of the product – real images only Colored backgrounds or lifestyle pictures Other products, items or accessories that are not part of the product listing;

only include exactly what the customer is buying Image place holders (i.e. “temporary images” or “no image available”) Images containing graphs of product ratings Promotional text such as "sale" or "free ship" (use the Manage Promotions tool

instead)

Note: 1. When submitting the main image for child products be sure the image represents the actual child

product being listed. For instance, if you are listing different shades of the same lipstick it is important that you provide us with the image that represents the variant shade.

2. Zoom Functionality - When you submit an image of at least 1,000 dpi, customers can zoom in on

your product image on the detail page. This provides a detailed look at your product and may reduce returns and negative feedback.

Examples of good images



Examples of bad images

Additional Images

Swatches When using variations, upload a swatch image for each child item or, preferably, a thumbnail image of the actual product (one thumbnail for each color). The image displayed in the Color selection box on the

detail page is populated from the SwatchImageURL field in the text-file template or from "Variation Swatch" in Seller Central Add a Product.

-Not on a white background -Text is not permitted

-Not on a white background

-Watermarks or logos are not permitted



Variation Relationships Variations allow customers to choose the desired color and size of the product from a single detail page, which you create using parent-child product relationships. Variations provide a cleaner customer buying experience.

Note: If your products currently match with Amazon offers on the detail page, please do not use Variation Relationships because your products will automatically match to an identical product offer. The parent products are the initial display on the detail page. The child products are the products that are

related to each parent and display when the variation is selected by the buyer. The relationship of parent to child is the variation theme: Size, Color, Size-Color, Scent, or Size-Scent.

There are three Components to a Parent/Child relationship:

Parent product: Non-buyable products displayed in detail pages are parent products, such as women‟s perfume.

Child products: Buyable products related to parent product by size and/or color, such as women‟s perfume -32 oz.

Variation theme: Defines how the child products differ from each other, such as size-color.

How to set up Variations for a product

Note: Please create Variations only with regard to variations of the same product; do not use this feature to create "collections" of certain brands or products. For example, a single product detail page should not include variations for a fragrance, a body lotion, and a deodorant, even if those items are of the same brand. Product detail pages in the Beauty category that reflect incorrect use of product variations may be

removed by Amazon at its discretion. To properly set up your variation theme and product relationships, please see Creating Parent/Child Variation Relationships in Seller Central Help.

Parent Hair Color

Child .5oz,

Blond

Child .5 oz,

Brown

Child 1 oz, Blond

Child 1 oz, Brown

https://sellercentral.amazon.com/gp/help/help-page.html?ie=UTF8&itemID=8841

https://sellercentral.amazon.com/gp/help/help-page.html?ie=UTF8&itemID=8841



Browse & Search

Customers come to Amazon.com to shop for products. They can find your products in two ways: either using the Browse option, or using Search Terms. Most often customers use a combination of browse and search. Make sure customers can find your products either way. Drive traffic by providing Search Terms

and Style-Keywords (for Browse).

Classification- Browse

Thousands of merchants sell millions of products on Amazon.com. To help customers find products easily, Amazon developed a detailed product hierarchy or browse-tree structure. Customers refine by category and subcategory links until they reach the most specific product type.

Amazon uses your ItemType keywords to classify your products under the correct browse nodes. In order for your products to continue to appear when customers refine their category options, they must be classified correctly to the deepest level. See the latest Item Classification Guide in the Help section of Seller Central. Item Classification Guides

(ICGs) are category-specific documents that provide valid values for setting up your products. These values take advantage of the browse structure for categories on Amazon.com.

Example of the browse-tree category structure on Amazon.com:

The attributes below are used for browse classification: Attribute Definition Examples

**ItemType Enables customers to find your products as they browse to the most specific item types.

This is the most important value and determines browse category structure.

Select an item type value from the ICG, such as personal-essential-oils, baby-

lotions, or eye-liners.

OtherItemAttributes Specifies other item attributes of your

product. Recommended for further classification of your products in the Browse structure. Refer to the ICG for allowed

values.

Select other-item-attribute values from

the ICG, such as antiaging or aromatherapy.

Skin-type If your product is formulated for a specific skin type, use this field to indicate for which

type of skin the product is formulated

Select one of the following options: combination, normal, oily, dry

https://sellercentral.amazon.com/gp/help/help-page.html?isLink=1&itemID=1631



** ItemType is the most important attribute for getting customer's to your product and in the most granular browse node. Use the following elements to further refine your product within the Beauty browse structure:

Skin care Haircare Site

Description Field Name

Terms to

Use

Site

Description Field Name Terms to Use

Anti-Aging OtherItemAttribute antiaging

Color Protecting OtherItemAttribute hair-color-protecting

Exfoliating OtherItemAttribute skin-exfoliating Curl Defining OtherItemAttribute curl-defining

Moisturizing OtherItemAttribute moisturizing Extra Body OtherItemAttribute extra-body

Oil Free OtherItemAttribute oil-free Leave-In OtherItemAttribute leave-in

Purifying OtherItemAttribute skin-purifying Moisturizing OtherItemAttribute hair-moisturizing

With Sunscreen OtherItemAttribute

sunscreen-ingredient

Shine Enhancing OtherItemAttribute

hair-shine-enhancing

Combination SkinType combination Smoothing & Straightening OtherItemAttribute

hair-smoothing-and-straightening

Dry SkinType dry Chemically Treated UsedFor

color-treated-hair OR permed-hair

Normal SkinType normal Dry HairType dry

Oily SkinType oily Normal HairType normal

Sensitive UsedFor sensitive-skin Oily HairType oily

Alcohol Free OtherItemAttribute alcohol-free

Make-up General

Site

Description Field Name

Terms to

Use

Site

Description Field Name Terms to Use

Creams OtherItemAttribute cream-makeups Aromatherapy OtherItemAttribute aromatherapy

Gels OtherItemAttribute gel-makeups Cruelty Free OtherItemAttribute not-tested-on-animals

Liquid OtherItemAttribute liquid-makeups Fragrance Free OtherItemAttribute unscented

Pencils OtherItemAttribute pencil-makeups Hypoallergenic OtherItemAttribute hypoallergenic

Powders OtherItemAttribute powder-makeups

Natural & Organic OtherItemAttribute

natural-ingredients



Search

Search terms help customers find your products. Your product titles and company name are already searchable, so think about other words that describe your product. Think like Amazon customers when choosing your terms; use words they might enter into the search bar, including synonyms. Make sure they can find your products!

Guidelines for listing your Search Terms

Each product can have up to five search lines of 50 characters per field; that's 250 characters available for your search terms

The words you choose are the terms our search engine uses when customers search the site

The individual words of the title, seller, and brand are automatically included as search terms and do not need to add them to the keyword field

Any combination of title words and search terms are fully searchable

Examples

Text–file feed

If you are using an inventory text file, the template fields for search terms appear as search-terms1, search-terms2, and so on. For more details about how to create effective search terms, see Using Search & Browse.

Add a Product in Seller Central

https://sellercentral.amazon.com/gp/help/help-page.html?isLink=1&itemID=10471

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