Selling on Amazon Category Style Guide: Baby

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About this document

This Style Guide is intended to give you the guidance you need to create effective, accurate product detail pages in the Baby 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: Brand & Manufacturer

Section IV: Key Product Features

Section V; Product Descriptions

Section VI: Images

Section VII: Variation Relationships

Section VIII: Browse & Search

Section IV: Maximizing Sales For Nursery

Baby

Whether you're selling Baby Apparel, Bath, Bedding, Car Seats, Décor or Feeding Furniture, 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 a clear and concise listing while following a consistent format will better inform customers and enhance discoverability of your products. This can result in increased traffic to your product listings.

Please review the following information in detail and make the necessary updates to your product listings.

This section covers the following guidelines for setting up product detail pages:

Title StyleGet customer attention with great titles. Clear and concise titles will improve search results and catch the customer's attentionBrand & ManufacturerImprove discoverability and duplicate detection by entering accurate brand and manufacturer information.ImagesShow customers what they’re buying. Professional images on white backgrounds will bring life and added attractiveness to your product.Key Product FeaturesHighlight the key features and benefits of your products.Product DescriptionsElaborate on the features and uses of your product.Item Package QuantityIndicates 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 sellingVariation RelationshipsMake choices easy: Display multiple size and color options on a single detail page.Browse & SearchImprove discoverability and traffic through search terms and item-type- keywords.

Title Style

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

The customer should be able to make a purchase decision based on information in the product title alone, and only product-related information should be included. 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

DoDo NotCapitalize 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

For Parent ASINs:

[Brand]+[Product Line]

For Child ASINs:

[Brand]+[Product Line]+[Color]+[Size]

Example of multiple size and color variation

Parent/ ChildBrandProduct TypeSizeColorParentBaby SoyBaby Soy Long Sleeve Kimono BodysuitChildBaby SoyBaby Soy Long Sleeve Kimono Bodysuit0-3 monthsBlossom, Tea, Chocolate, OceanChildBaby SoyBaby Soy Long Sleeve Kimono Bodysuit3-6 monthsBlossom, Tea, Chocolate, OceanChildBaby SoyBaby Soy Long Sleeve Kimono Bodysuit6-9 monthsBlossom, Tea, Chocolate, Ocean

Note:

1. Include the size and color in the "child" item only. Do not include size or color in the parent. See the Variation Relationships Help page for more information.

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

Examples:

Good:

Title is clear and concise. Brand = Graco

Product Description=

Nautilus 3-in-1 Car Seat

Color = Matrix Graco Nautilus 3-in-1 Car Seat in Matrix Other products by Graco 合合合合力 ⊠ (365 customer reviews)

List Price: $179.99 Price: $144.96& this item ships for FREE with Super Saver Shipping. Details You Save: $35.03(19%)

In Stock.

Ships from and sold by Amazon.com.

Want it delivered Friday, May 29? Order it in the next 22 hours and 42 minutes, and choose One-Day Shipping at checkout. Details

Image is also bad as -No brand name, no product description it shows more than -Product description would include what is for sale. details of what is included in 4pc set; this should not be in title.

A Good title: Glenna Jean 4PC Geometric Bedding Set

4 Pc Set (Includes quilt, bumper, fitted sheet, crib skirt) Other products by Glenna Jean No customer reviews yet. Be the first. PRICE: $292.31 In stock. Processing takes an additional 4 to 5 days for orders from this seller. Ships from and sold by 4 new from $292.31 Enter to Win a Dream Baby Registry Q zoom NO PURCHASE NECESSARY. Énds 12/31/09. See See larger image (with zoom) Official Rules for details. Learn how to participate. Share your own customer images

Brand & Manufacturer

Brand information allows the Amazon.com customer to determine the model and brand of the product offered. These fields improve the accuracy of your product 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.

BrandManufacturerA 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 Nautilus- A business engaged in manufacturing a product - Someone who manufactures something Example: Graco

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

Key Product Features

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

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

appropriateness, ideal conditions for the product, skill level, contents, 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

• Feature bullets help customers evaluate a product, so any non-product-specific information can distract from a customer's purchase decision

ContentExample: Feature BulletsFeatures5 point harness, safety featuresMaterials100% organic cottonPlace of OriginMade in USAWarranty Information1-year warranty with proof of purchaseDimensions and Weight30 by 20 inches, 12.5 lbsCare instructionsDry clean onlyOtherAssembly required, appropriate for 6 month and older, Awards won, etc.

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.

Note: Tips to improve readability

• Write all numbers as numerals

• Separate phrases in one bullet 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 - Car Seats:

Product Features

• 5 point harness with patented Floating HUGS system and 4 harness heights

• Built-in lock-off clips, Versa-Tether & Safe Guard LATCH Connectors

• Steel reinforced frame for durability

• Rear- and forward-facing recline

• Rear facing: 5 to 35 pounds. Forward facing: At least 1 year old and 20 to 65 pounds

Good - Strollers:

Product Features

• 5 point harness

• Locking swivel wheels

• Easy one-piece fold

• 4-wheel independent suspension

• Backrest adjustable to four positions

Good - Apparel:

Product Features

• All-Natural: 50% cotton and 50% soybean fiber

• Certified Organic

• Made from Environmentally friendly dyes

• Imported

• Machine wash and dry

Bad:

Product Features

• - orange

• for your bed**

• anyone will love this product!

• 5 X 8

• comes in bag!

Product Descriptions

As 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.

DoDo NotDescribe the major product features and list product information including size, used-for and styleDo not include your seller name, e-mail address, website URL, or any company-specific information- Keep it short, but include critical information. - Include accurate dimensions, care instructions and warranty informationDo not write about anything but the product for sale; this is your opportunity to tell the customer what they are buying- Use correct grammar and complete sentencesDo not include promotional language such as "sale" or "free ship" (use the Manage Promotions tool)

Good: Product Description

Product Description

Whether you're out for a run, shopping in town, or walking in the park, the Bob Revolution Single Jogging Stroller is the ideal companion. Offering a weight capacity of 70 pounds, this sturdy,

durable stroller provides unmatched maneuverability for a smooth and steady ride. It also comes with a protective sun canopy and convenient storage basket. Bad: Product Description Product Description

THIS IS A GREAT BED IN A BAG! GOOD FOR KIDS, YOU, ME, PETS, BABIES, IT'S JUST A GREAT BAG! BUY WITH CONFIDENCE! HTTP://AWESOMEPRODSFORYOUANDME.COM OR CALL US AT 800- 333-35686 PLEASE EAMIL WITH QUSETIONS, YOU CAN REACH US AT

THESEAWESOMEPRODUCTS@HOTMAIL.COM!!!!! YOU WILL LOVE THIS PURCHASE!

Page 10

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 product listings. 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.

Your product images must meet certain technical and style requirements. Failure to meet those requirements will

result in the suppression of your ASIN from search and could result in the suspension of your seller account.

Required- The MAIN image must only depict the actual item included in the purchase - MAIN images must show the actual product (not a graphic or illustration) - The background of the image must be pure white (pure white blends in with the Amazon search and item detail pages (RG 255, 255, 255; hex #FFFFFF) - The product must fill 85% or more of the image - Product images should be in color, not black and white - Product images should be at least 1500 pixels or larger on the longest side at a minimum of 72dpi - Amazon accepts JPEG (.jpg) and TIFF (.tif) (JPEG i preferred) - Image aspect ratio must be at least 190 pixels by 246 pixels - All Kids & Baby items must be photographed flat and not on model - MAIN image must represent the actual child product being listed. If you are listing different colors of the same t-shirt it is important that you provide images that represents all variant colors. - Main images are required for both Parent and Child SKUs - All color variations must include a "child SKU main image" representative of that specific color - Main image must be a single product, not stacks of images containing multiple products - Exception for multi-pack underwear or socks Alternate images can be different angles or views, swatches etc., but must adhere to the same image quality/size guidelines

- Product image should depict the actual product to be purchased. Accessories that are not part of the product should not be shown. - Main images must be of the front of the product and if on a model, the model should be standing - Main images must match the gender of the department listed for that product (i.e. female images for women's product and male images for men’s products) - Images must be appropriate for all ages

.................................... - Images must be appropriate for all agesProhibited- Images with a non-pure white background (RGB less than 255) - Images with part of the product for sale cropped by a fram edge - Product too small in image frame (less than 85% of th image) - MAIN image must NOT show accessories or props that are not included with purchase - MAIN images must NOT show text that is not part of the product, logos/watermarks/inset images - Product images photographed on mannequin or digitally modified images, except for stockings or socks - Images that show packaging or brand or swing tags, except for stockings or socks - Images of second hand or slightly used products - Borders, logos, watermarks, text, color blocks, or other decorations - Sketched or drawings of the product; use real images only - Main images of the back of the product - Main image with model that is sitting, kneeling, leaning, or lying down (models must be standing) - Main image with a duplicate or alternate pose - Stacks of products or images containing multiple products - Other products, items, or accessories that are not part of the product listing - Image placeholders (such as "temporary image" or "no image available”) - Images containing graphs of product ratings

- Promotional text such as "sale" or "free ship" (use the Manage Promotions tool instead) - Size charts, delivery zones maps, or any graphic not related to the product - Nudity or sexually suggestive images - Images that are blurry, pixelated, or have jagged edges - No product on model (non-apparel only - Images of Kids & Baby underwear or swimwear that are photographed on a model

Note: Zoom Functionality

When you submit an image of at least 1,000dpi , 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

Note: Be sure to provide the correct image for each child product when using variation relationships (discussed below). If the product varies by color, provide the image of the product (in the designated color) for each child product as the Main Image.

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, or Size-Color.

There are three Components to a Parent/Child relationship:

• Parent product: Non-buyable products displayed in search results are parent products, such as sheets.

• Child products: Buyable products related to parent product by size and/or color, such as 7 wide, blue shoe.

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

When to use Variation Relationships

All Baby categories support variation relationships. Variations should be used in Baby to minimize the number of similar items listed separately. By using variations, sellers can improve the customer experience.

The categories below support variation relationships. Do not use variations in Baby categories except those listed below.

***Baby Apparel should be uploaded using the Apparel template.

SizeColorDouble Variations (Size-Color)Car Seats, Strollers, Gear-Blankets and Bedding000Baby Apparel--all Baby Apparel should be uploaded via the apparel template.000

Use Single Variations- The product is one-size-fits- all, but with a variety of colors(Size or Color)- The product is available in a variety of colors. - The product is available in different sizes. - For a product that varies by size or color only, use single variations for size or colorUse Double Variations (Size- Color)- An identical product comes in a variety of sizes and colors - The product is listed in a category that supports variations - You are selling the same products another merchant varies by size and color, such as Baby Apparel or Baby Blankets.No Variations (Create separate listings.)- The product has no different sizes or colors - The product is slightly different based on year, model number, quality, or brand - The product is an accessory α from a collection

When creating variations, you must provide information in these required fields:

• SKU

• Parentage (identify for that SKU, either "parent" or "child")

• Parent SKU (for child SKUs only, enter the parent SKU for that child)

• Relationship Type (enter "variation" if the product is part of a variation set)

• Color - if appropriate

• Size - if appropriate

• Flavor - if appropriate

• Variation Theme (Size, Flavor, Flavor-Size, Color)

Note: If you enter the Relationship Type and fail to enter the color or size, you might receive an error when uploading your data or your product might not display properly on the website. Make sure you have entered all required variation fields for your products. If you fail to enter any of the required fields, your products could be suppressed from display on the Amazon.com the website. If you have questions, please contact Technical Support.

Required- Fully describe each child product, so all will be included in browse and search results - Add the size and color to the child product title - Use SKUs to build relationships using fields for SKU and ParentSKU - List the Child offers under the Parent SKU in the flat-file or XMLProhibited- Do not include price and quantity values for parent product - The parent title should not include size or color - Do not choose a variation theme ID other than size, color, size-color Do not link any products that are not a variation of size or color to the parent product

(C) 2019 Amazon Services LLC

How to set up Variations for a product

To properly set up your variation theme and product relationships, please see —Creating Variations with a Flat Filel in Seller Central: https://sellercentral.amazon.com/gp/help/200215860

XML Help:

Seller Central Help: XML Automation & Integration: Tasks & Tools: Product-Related Feeds: Relationships Feed: Relationships Feed Overview

XML Sample Feed:

Seller Central Help: Download Templates and Guides: Sample XML Feeds

Example detail page for Baby Apparel, Size & Color Variation:

Example detail page for Strollers, Color Variation:

Browse & Search

Customers come to Amazon.com to shop for products. They can find your products 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. Drive traffic by providing Search Terms and Item Type 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 Item Type 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. This means your jogging-stroller should be classified as jogging-strollers and not just strollers or not just Baby Products.

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:

Capacity Any Capacity Single (690) Double (326) Quad (5)

The attributes below are used for browse classification.

AttributeDefinitionExamples***ItemTypeEnables 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 breast-feeding-pumps, jogging- strollers, child-carrier-front-packs, diaper-changing-pads, convertible-child- safety-car-seats.Target AudienceEnables customers to refine by gender specific criteria.Select an item-type value from the ICG: baby-girl, baby-boy, unisex.UsedForFurther clarifies how and for what the item can be used, such as for holidays, seasons, or events.Select an item-type value from the ICG, such as shower-gifts, new-baby, baby- first-christmas.OtherItemAttributesSpecifies 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.SubjectContentAdds subject-content values to the item that assist with classification online. (This field is currently not used.)Select a SubjectContent value from the ICG, such as dinosaurs, butterflies, lady bugs, or airplanes.

∗∗∗ ItemType is the most important attribute for getting customers to your product and in the most granular browse node.

Find the specific browse keywords that best describe your product in the Baby Item Classification Guides. See this Seller Central Help page for information about Using the Online Item Classification Guide. Here is a classification example.

Terms that can go in the ItemType field:

• baby-sleep-bags

USE FOR: sleep-sacks, wearable-blankets

• childrens-chairs

• childrens-bean-bag-chairs

• childrens-folding-chairs

• childrens-rocking-chairs

• childrens-upholstered-armchairs

• gliding-ottomans

• nursery-bedding

NOTE: Refers to bedding for furniture used in children's nurseries. Only use this term if

furniture is not known.

• baby-bedding-gift-sets

• bassinet-bedding

• bassinet-bed-skirts

• bassinet-bedding-sets

• bassinet-bumpers

• bassinet-mattress-pads

• bassinet-waterproof-pads

• bassinet-sheets

• bassinet-fitted-sheets

• bassinet-flat-sheets

• cradle-bedding

• cradle-bed-skirts

• cradle-bedding-sets

• cradle-bumpers

• cradle-mattress-pads

• cradle-waterproof-pads

• cradle-sheets

• cradle-fitted-sheets

• cradle-flat-sheets

Note:

• The Item Type must have the same exact spelling and formatting as listed in the ICG.

• Make sure all of your products have keywords for the most specific subcategory possible.

Search

Amazon automatically indexes the search terms that are derived from the standard-product-id (eg. UPC/EAN), product-title, brand, manufacturer, and manufacturer-part-number. This allows you to add even more keywords to your products. There are five separate entries for the keyword field and each can contain up to 50 characters-comma separated.

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!

Your Amazon.com & Today's Deals & Gifts & Wish Lists & Gift Cards & T

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 pulls from when customers search the site

• The individual words of the title, seller, and brand are also automatically included as search terms and do not need to be repeated in your search terms

• Any combination of title words and search terms are fully searchable

Examples

Text-file feed

AJAKALAMANSearchTerms1SearchTerms2SearchTerms3SearchTerms4SearchTerms5

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

Search Terms: (Provide specific search terms to help customers find your product.)fill this space with your search termsyou should fill up all 5 lines with wordsyou don’t need to repeat your title wordscustomers search these words to find your productsword space word space word spaceExample: Dark Chocolate, Apples, Cookies

Maximizing Sales for Nursery

Nursery Bedding and Décor:

For the best Nursery Bedding and Décor shopping experience:

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

• Show separate images of each accessory product and build a collection relationship - Do not upload images showing multiple colors of your product; only the product color you are offering should be displayed in the image

Good Example of Bedding Set Image- Focuses on what the customer will be receiving and not on the accessories.

Bad Example of Bedding Set Image-this image includes all the accessories, customer does not know what they are buying from this image.

Collection Relationships:

• Collection relationships are used to establish ties between a group of SKUs which are actually components of a product family

• By definition, a given SKU may be a part of one and only one product family or collection. Participation in the collection actually represents an intrinsic characteristic of the item which is often evidenced in a physical manner (although this is not necessarily always the case.)

• A parent SKU is generated for each collection. The children of the collection parent may only include variation parent SKU's or base (sellable) SKUs.

A collection cannot be purchased as a single item. Only the individual child SKUs included in the collection may be purchased.

Example of a Collection Relationship:

Other products by DWELL STUDIO Build Your Own Collection

Add to Collection Dwell Studio for Target Flannel Receiving Blankets- Set Dwell Studio for Target Knit Blanket- Elephants Price: $21.99 Price: $16.99 1 used & new available from $11.99 1 used & new available from $21.99 In Stock from Target.com/ITC. In Stock from Target.com/ITC. In Stock from Target.com/ITC. Add to collection Q (unknown)

(weknown) DwellStudio'" for Target@ Bumper Pad - Elephant Collection Collection Price: $19.99 Price: $34.99 1 used & new available from $34.99 In Stock from Target.com/ITC. In Stock from Target.com/ITC. Add to collection O (unknown) Add to collection Q (unknown)

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