Category Style Guide: Home & Garden

Category Style Guide: Home & Garden

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CATEGORY STYLE GUIDE: HOME & GARDEN

About this document

This Style Guide is intended to give you the guidance you need to create effective, accurate product detail pages in the Home & Garden 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: Product Listing 1. Title Style 2. Brand & Manufacturer 3. Key Product Features 4. Product Descriptions 5. Item Package Quantity 6. Image Standards 7. Variation Relationships 8. Browse & Search

Section II: Category Specific Guides 1. Overview 2. Kitchen & Dining 3. Home 4. Patio, Lawn & Garden 5. Pet Supplies

Section III: Keys To Success 1. Best Practices 2. Helpful Links 3. Sample of Valid Values

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Section I: Product Listing

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Title Style

Your product title is the first thing the customer sees when they go to your detail page. Does your title provide the customer with the right information? Will they continue looking at your detail page?

The customer should be able to make the purchase based on information in the title alone, and only product-related information should be included. Amazon uses the words in your 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. To ensure that your title creates a good first impression, follow the guidelines below.

Tips for creating a great title

Do

Do Not

? Capitalize the first letter of each word (see exceptions under Do Not)

? Use numerals (2 instead of two)

? Spell out measurements (inches instead of ")

? Keep it short, but include critical information

? 100 characters maximum

Note: Please include only standard text. Type 1 High ASCII characters (?, ?, TM, etc.) or other special characters are not supported.

? Do not use ALL CAPS ? Do not capitalize:

o Conjunctions (and, or, for)

o Articles (the, a, an) o Prepositions with fewer

than five letters (in, on, over, with, etc.) ? Do not include merchant information ? Do not include promotional messages such as "sale" or "free ship" (use the Promotion Manager tool to include messaging) ? Do not use your merchant name for Brand or Manufacturer information, unless your product is Private Label ? Do not include symbols in your listings (such as ! * $ ?)

Elements to Include

[Brand] + [Pattern Name/Material] + [Product Type] + [Model Number (for Kitchen and Housewares only)], + [Size/Style] + [Set Quantity] + [Color]*

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* If you are using variations, include the size and color in the "child" items only. Do not include size or color in the parent. See the Variation Relationships Help page for more information.

Note: If you include your company information or sale messaging in your product titles, your account may be at risk of being suspended.

For more information go to Seller Performance Measurement. To find out how to appeal a decision related to a blocked or suspended account, please go to Appeals for Suspended or Blocked Accounts.

Examples

Brand

Pattern/Material

Product Type

Model# Size Set Qty Color

Royal Albert

Old Country Roses Floral Pillar/Taper

Candleholder

Set of 2

Nautica J Class 100% Hygro

Hand Towel

Deck White

Corelle

Livingware

16-Piece Dinnerware Set

Service for 4

Memphis

Tommy Hilfiger

Eqyptian Cotton

Fitted Sheet

Blue

King

Stripe

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Good example Bad example

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Brand & Manufacturer

Brand information allows the customer to determine the model and brand of the product they may purchase. These fields improve the accuracy of your data listings and help customers discover your products. Typically, Brand is the best identifier for a product, but occasionally Manufacturer is used (more common with furniture). We request that you fill out both fields.

Brand

Manufacturer

? 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; it can apply to a single product, an entire product line, or even a company

? A name or symbol used to identify a seller's goods or services, and to differentiate them from those of competitors

? Example: Royal Legacy

? A business engaged in manufacturing a product

? Someone who manufactures something ? Example: KitchenAid

Note: It is important to not use your merchant name for Brand or Manufacturer information, unless your product is Private Label.

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Key Product Features

The Key Product Features bullets on the detail page tell the customer about the details of your product and can drive the customer purchase decision.

? Be clear, specific, and include product information only ? Do not include shipping or company information. Amazon policy prohibits including merchant,

company and shipping information ? The description helps customers evaluate a product, so any non-product-specific information

can decrease your chances of a sale ? There are five featured bullets, each with a recommended maximum of 80 characters per line

Content

Example: Featured Bullets

Used For/ Features

Electric ice-cream maker produces up to 1-1/2 quarts in about 20 minutes

Materials

Birch wood; stainless steel; 100% cotton

Place of Origin

Made in USA

Warranty information 1-year manufacturer warranty with proof of purchase

Electrical Specifications 110 volts

Quantities in package 4 plates included

6 person place setting, including dinner plate, salad plate and bowl per Number of items in a set setting

Dimensions

30 by 20 inches

Care instructions

Dry clean only

Other

Assembly required; Energy Star rating; note any warnings

Customers use this section to get a snapshot of the product. They may use this section to finalize a purchase decision or it may interest them enough so they will then read the full product description.

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