Selling on Amazon Category Style Guide: Gift cards

July 12, 2024

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5 min read

About this document

This document is intended to give you the guidance you need to create effective, accurate Gift card detail pages and maximize your business in the Gift cards 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

Gift cards (Approval is required to sell in this category)

Title Style

Brand & Manufacturer

Detail Page

Key Product Features

Product Descriptions

Legal Disclaimer

Pricing

Images

Variation Relationships

Browse

Gift cards (Approval is required to sell in this category)

In order to ensure that customers have a great shopping experience on Amazon.com and to make sure they can find what they are looking for, Amazon provides sellers with a number of best practices. How you present your listings 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 Gift cards. This can result in increased traffic to your Gift card listings.

Title Style

Your gift card title is the first thing customers see when visiting your detail page. Does your title provide the customer with the right information? Will they continue looking at your gift card offering?

The words in gift card titles are what is displayed in search results. A concise (maximum length of 80 characters) but relevant title will help drive traffic to your gift card. Always check titles for consistent format and accuracy. Follow the guidelines below to create gift card titles that make a good first impression.

Tips on how to create a great title

DoDo Not0 Capitalize the first letter of each word (but see exceptions under Do Not) Use numerals (2 instead of two) If a multipack gift card, state gift card title followed by the quantity of Multipack in both the Parent Title and Child Title Keep it short, but include critical information - 80 characters maximum - Include Denomination and Design in a Child title Create Brand recognition by adding the Brand within the title Add the words "gift card" within the gift card name to help with search and recognition Note: Please include only standard text. Type 1 High ASCII characters (®, ©, ™, etc.) or other special characters are not supported.- 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 promotional messages such as "sale' or "free ship" (use the Promotion Manager tool to include messaging) - Do not include subjective comments, such as "Hot Item", "Best Seller", or "Great Gift" - Do not include search terms in titles - Do not include a denomination value in a Parent title

Elements to Combine for Titles

For the Parent of Variation Gift Cards:

[Brand] Gift Card

[Brand] + Gift Card, Multipack of [Qty]

For Child Gift Cards:

[Brand]+[DesignName]+GiftCard+[Denomination]

[Brand] + [Design Name] + Gift Card, Multipack of [Qty] - [Denomination of Individual Card]

Ex:

Parent Product Name:

Sample Music Store Gift Card

Sample Music Store Gift Card, Multipack of 3

Child Product Name:

Sample Music Store Traditional Gift Card - $25

Sample Music Store Birthday Gift Card, Multipack of 3 - $20

Note:

Include the denomination and design in the title of the "child" item only. Do not include denomination or design in the

parent title.

When denomination and design information is included in the title for the "child" item, the customer will see the denomination and design they selected at checkout and confirm that they selected the correct gift card. This also makes it easier for you to fulfill an order because you can see the item's denomination and design in your order reports.

Brand & Manufacturer

Brand information allows the Amazon.com customer to determine the brand of the gift card offered and further identifies your offer.

Note:

Do not use your seller name for manufacturer or brand unless your gift card is brand-owned.

Do not use a distributor or drop ship vendor name for brand unless they are the manufacturer.

Detail Page

This is a typical detail page for a gift card. The definition of specific areas of the page follows Product Features

Perfectly prepared burgers, shakes, fries and salads

Fast casual - culinary driven

Good at all Larkburger locations

Product Description

Landauger gift cards make the perfect gift for anyone on your list. Select from a variety of denominations available, gift cards are valid at all Lankburger locations throughout Colorado. Each menu item is carefully prepared with classic cullinary technique in a casual, environmentally friendly restaurant. Landburger serves fresh, simple preparations of delicious burgers, frees, chili, salads and chili.

Important Information

Legal Disclaimer stolen or damaged gift cards or any unauthorized use. Gift Card is redeemable for merchandise only. Unused value remains on the gift card and cannot be redeemed for eash.

Product Details

Shipping Information: View shipping rates and policies

ASIN: B00GZ7YKGW

Average Customer Review: Be the first to review this item

Did we miss any relevant features for this product? Iell us what we missed,

Would you like to give feedback on images or tell us about a lower price?

Key Product Features

The Key Product Features on the detail page tell the customer about the details of your gift card and can

influence the customer purchase decision.

Highlight the FIVE key features you want customers to consider

Maintain a consistent order of types of information provided and keep the consistency between the parent and

child.

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 information.

ContentExample: Feature Bullets1. Redemption LocationLocations in Seattle, Washington where gift card can be redeemed2. Product/ServiceRent and drive away in the car of your dreams for up to 3 hours3. Product/Service BenefitShare the Gift of an Exotic Driving Experience this Holiday4. Customer Service Contact InfoDial 555-555-5555 for customer service details5. Target AudienceOur Luxury gift card makes a great gift for clients, associates, colleagues, employees, friends, family or just for yourself

Customers use this section to get a snapshot of the gift card. They may use this section to finalize a purchase decision. It should interest them enough that they will want to read the full gift card description.

Note:

Write all numbers as numerals

Separate phrases in one bullet with semicolons

Include company-specific information

Do Not:

Use hyphens, symbols, periods, or exclamation points

Write vague statements; be as specific as possible with gift card features and attributes

Product Description

As you describe your gift card, you might want to include some key features listed in your bullet points. However, go beyond a simple to-the-point description. Well-written gift card descriptions help the customer imagine the experience of owning or redeeming your gift card. Put yourself in the customer's shoes: what would they want to feel, ask, and want? Incorporating information about the usage and benefits that your gift card can provide can fire the customer's imagination. This is as close as you can come to creating an in-store experience. Gift card descriptions are limited to 2000 characters.

DoDo NotDescribe the major gift card benefits and list gift card information - Keep it short, but include critical information - Use correct grammar and complete sentences - Add "About Business" details - Maintain consistency between the parent and child. If a child has a different product description, create a separate parent/child listing.Do not include promotional language such as "sale" or "free ship" (use the Manage Promotions tool in your seller account)

Legal Disclaimer

Gift cards must have a legal disclaimer that details its terms and conditions. This is typically found on the back of the card or on the brand's website. Legal Disclaimer descriptions are limited to 2000 characters.

Include the Gift card legal disclaimer found on the back of the card, to the extent that such a disclaimer exists

Include all critical information

Use correct grammar and complete sentences

Keep consistent between the parent and child. If a child has a different T&Cs, create a separate parent/child listing.

Pricing

You have three fields that you can enter in pricing to your listing that can affect the display and appeal of your gift card.

List Price: The full retail price for the gift card, suggested by the manufacturer or supplier or estimated in accordance with standard industry practice. This is typically identified as MSRP.

Item Price: The price at which the seller offers the product for sale, expressed in U.S. dollars.

Sale Price: The discounted or promotional sale price at which the seller offers the product for sale, expressed in U.S. dollars. Amazon will strike through the item's price and indicate that the item is currently being discounted at the sale price.

Example:

Promotional Standard List Price: $50.00

Price: $25.00 Sale: $14.99 You Save: $35.01 (70%) Denomination: $50.00

Images

Good images are important to your gift cards' success

In an online store, the gift card image is one of your most valuable marketing tools. When customers browse Amazon.com pages, often the image draws them to consider your gift card. In addition, with so many choices available for online purchases, a well-formed image can set your gift card apart from the others. Poor quality images turn away customers.

Use your gift card images to communicate the selling points and features of your gift cards, to inform and interest customers, and reinforce your brand. Every SKU must have a main image.

Understand the Types of Images

Amazon.com can display several images for each gift card in the catalog. As a seller, it is in your interest to provide several high-resolution images for your gift cards so that customers can make informed buying decisions. Listings with missing images are suppressed from the site, thereby getting low customer traffic and conversion rates, resulting in missed sales opportunities. You can use two types of images to illustrate your gift cards:

Main Image:

Main Image should display the front view of the physical gift card

Alternate images:

Physical redemption location

Product or service that can be redeemed

Program or menu for product or service

High quality images are required

By submitting quality images, you can improve your chance of selling your gift cards. Your gift card images must meet certain technical and style requirements. Failure to meet those requirements could result in the suspension of your seller account.

Main image requirements

Technical Image Requirements

Required- Background must be white (hex color code #ffffff), with a high quality image that truly represent the gift card being sold - Images uploaded must be at least 1,001px on the longest side to enable zoom functionali - Without accessories, only showing the gift card alone - Showing the entire gift card,occupying at least 85% of the image are - A color photograph - Main image must be of a single gift card, not stacks or images containing multiple gift cards - Alternate images can be different angles or views, swatches, etc., but must adhere to the sam image quality/size guidelines - Images must be appropriate for all ages - Multiple images displaying what the gift card can purchase is preferredProhibited- Borders, watermarks, text, color blocks, or other decorations - Sketches or drawings of the gift card; use real images onl - Image place holders (such as, "temporary image" or "no image available") - Images containing graphs of gift card ratings - Promotional text such as "sale" or "free ship" (use the Manage Promotions tool instead - Size charts, delivery zone maps, or any graphic not related to the gift card

Note:

Zoom Functionality - When you submit an image of at least 1,001 pixels on the longest side, customers can zoom in on your gift card image.

SKUs missing a main image will have the offer suppressed from the site.

The back or rotating image that displays when a customer hovers over a gift card on a Browse page is the first Alternate (PT01) image available on a child SKU.

Image Requirements