Selling on Amazon Category Style Guide: Lighting

About this document

This Style Guide is intended to give you the guidance you need to create effective, accurate product detail pages in the Lighting 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: Browse & Search

Section VII: Item Package Quantity

Section VIII: Variation Relationships

Section IX: Product Attributes

Lighting

Whether you're selling lamps, chandeliers, sconces, light bulbs, ceiling fans, or all of the above, 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 the discoverability of your products. This can result in increased traffic to your product listings.

Please review the following information in detail and make the appropriate adjustments 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 your search results and catch the customer’s attention.Key Product FeaturesHighlight the key features and benefits of your products.Product DescriptionsElaborate on the features and uses of your product.ImagesShow customers what they're buying. Professional images on white backgrounds will bring life and added attractiveness to your productsBrowse & SearchImprove discoverability and traffic through search terms and item-type- keywords.Item Package QuantityIndicate 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 RelationshipsMake choices easy: display multiple color and size options on a single detail page.Product AttributesProvide attributes about your products to help Amazon surface your products and display detailed product specifications to the customer.

Title Style

Your product 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 product offering?

Amazon uses the words in product titles to display your products in search results. A concise and relevant title will drive traffic to your product. Always check titles for consistent format and accuracy.

When you list your child products, fully describe each one so that they are all included in browse and search results. Each individual word in the Product Name is searchable by itself. For example, suppose your product name is "Globe 5210801 Energy Saving Desk Lamp, Black". Because the product name is very detailed, this product already has a good selection of search terms even before you add the additional terms.

Follow the guidelines below to create product titles that make a good first impression.

Tips on how to create a great title

Do - Capitalize the first letter of each word (but see exceptions under Do Not) - Use numerals (2 instead of two) - Avoid dashes, use commas - For bundled products, state the 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 - 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"

Title Structure (Elements to include and how to order them)

[Brand]+[Model#]+[ModelName]+[Size/Style]+[ProductType]+[Color](+[#]′′-Pack′′)

Examples:

• Globe 5203801 Energy Saving Desk Lamp, Metallic Silver

• Murray Feiss F1879/1BRB Maison de Ville One-Light Mini DuoMount Chandelier, British Bronze with Prismatic Glass Crystals

• Good Earth Lighting GL6543-BK-GLI Lincoln Park Tochiere with Opal Glass Diffuser, Black

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

Examples:

Good:

Casablanca C28G11M Star II Ceiling Fan, Snow White

(unknown, ft) See larger image Share your own customer images

Other products by Casabianca

No customer reviews yet. Be the first,

Color Name:

Snow White: $379.00v

List Price: $630.40

Price: $379.00& this item ships for FREE with Super Saver Shipping. Details

You Save: $251.40 (40%)

In Stock.

Sold by and Fulfilled by Amazon.

Only 2 left in stock--order soon.

Want it delivered Thursday, June 10? Order it in the next 2 hours and 0 minutes, and choose One-Day Shipping at checkout. Details

Bad:

See larger image

Share your own customer images

Only 1 left in stock--order soon.

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 BulletsMaterials/FinishSatin nickel and chrome finish Black Painted FinishRatingsUL Wet Listed Energy Star compliantBulb SpecificationsUses 2×40W Candelabra-Base Bulbs Uses 60W incandescent bulbs (Not Included) 26-watt lamp included lasts 10,000 hoursMountingSemi-flush mountedPlace of originMade in China; Made in USAMeasurementsActual Size: L: 13- Inch ;W: 13-Inch H: 3-1/8 InchWarranty information1-year manufacturer warranty with proof of purchaseOtherAssembly required; 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.

Tips to improve readability

Do:

• 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:

Technical Details

• Two mounting options: hook & loop tape and screw mount bracket

• Made of natural salt crystal from the himalayan mountains

Bad:

Technical Details

• MUST BUY

• Shipped via USPS Priority Mail (2-3 day) or USPS Express Mail (1-2 day with signature required)

• Only $12.99

Product Descriptions

As you describe your product, you might want to include some key features listed in your bullet points. 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, and 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 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 sentencesDo 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 mention competitor names outright Do not include promotional language such as "sale" or "free ship" (use the Manage Promotions tool instead) - Do not abbreviate

Examples:

Good:

Product Description

Product Description

The Good Earth Lighting GL6543-BK-GLI Lincoln Park Torchiere is an affordable floor lamp with a strong, sturdy base and a 55-watt energy-efficient fluorescent bulb that emits a warm, bright light. This classic torchiere also features a full-range dimmer, so you can create the perfect atmosphere for your home or office. You can control the brightness of the Lincoln Park Torchiere by turning the knob that is conveniently located on the light post. The knob works as both the on/off switch and dimmer control, and it is at a height that is easily reachable from a desk, bed, or couch. The Lincoln Park Torchiere is 72 inches tall and is backed by a two-year limited warranty. Check spelling and grammar.

Bad: Remove All This is not Do not include contact Capital Letter critical product information. This format. information. violates Amazon policy. Product Description

Avoid exclamation points and non-product-specific information.

Page 8 1/31/2018

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. Note: Zoom Functionality

Required- Use simple and clean backgrounds that do not distract from the product; ideally, the background is pure white. - Product images should be at least 1,000-dpi; however, 3,000-dpi images a preferred. Product images should be in color, not black and 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 of items; a single image of the product will suffice. Multiple angles of each product are preferred. - If the product is white, use a drop shadow to offset it.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, except in cases of prepared food products. - 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" ’ Image containing graphs of product ratings - Promotional text such as "sale" or "free ship" (use the Manage Promotions too instead)

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

Alternate images should feature the product in use and close-ups of important features.

Examples of good images:

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 Item Type Keywords (for Browse).

Classification- Browse

Thousands of sellers list 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:

Department

< Tools & Home Improvement

< Lamps & Light Fixtures

< Outdoor Lighting

Landscape Lighting &

Accessories

Accessories (650)

Lanterns (827)

Path Lights (532)

Pond Lights (9)

Solar-Powered Landscape

Lighting (1,118)

Spotlights (139)

Torch Lights (89)

The attributes below are used for browse classification. Specifies other item attributes of your Select other-item-attribute product. Recommended for further values from the ICG, such as classification of your products in the Browse fine-grit, 12-voltage, or biscuit-structure. Refer to the ICG for allowed values. color.

AttributeDefinitionExamplesItemType**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 power-core-drills, electrical- tape, or earth-augers.UsedForFurther clarifies how and for what the item can be used, such as for holidays, seasons, or events.Select a UsedFor value from the ICG, such as welding or wood- working.TargetAudienceSpecifies the target audience the item is aimed for. Refer to the ICG for allowed values.Select the target audience value from the ICG, such as professional-audience.

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

Example of ItemType:

Terms that can go in the ItemType field:

• ceiling-fan-accessories

• ceiling-fan-canopy-kits

• ceiling-fan-chain-pulls

• ceiling-fan-down-rods

• ceiling-fan-light-kits

NOTE: Use this term to describe a light fixture that can be fastened to a ceiling fan.

• ceiling-fan-remote-controls

• ceiling-fans

• indoor-ceiling-fans

• outdoor-ceiling-fans

• dimmer-switches

• electrical-timers

• job-site-and-security-lighting

• emergency-lights

• headlamps

• outdoor-lighting

• flood-lighting

• perimeter-lighting

• photo-cells

• porch-lights

• security-lighting

• motion-sensor-lighting

• security-strobe-lighting

• temporary-job-site-lighting

• utility-lanterns

• woodworking-lights

• work-lights

• landscape-lighting

• landscape-lanterns

• landscape-lantern-kits

• landscape-path-lights

• landscape-path-light-kits

Search

Amazon automatically indexes the search terms that are derived from the standard-product-id (e.g. 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!

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

AKALAMANAO1SearchTerms1SearchTerms2SearchTerms3SearchTerms4SearchTerms5

If you are using an Inventory File, the text-file 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

UPC and IPQ for multi-packs

For most products listed on Amazon, a multi-pack listing is only allowed for a manufacturer-created pack with its own unique UPC. You must enter an Item Package Quantity (IPQ) for these products.

Examples

There are different UPCs for a single unit and a pack with multiples of that unit. If you create a multi-pack that is not sold by the manufacturer, verify if an ASIN for the multi-pack already exists. If it does exist, match to it accordingly. If the ASIN for the multi-pack doesn’t already exist, you must create a new ASIN using its own unique UPC. The examples below illustrate the importance of UPC and IPQ for multi-packs. Non-manufacturer-created multi-pack ASINs cannot be listed as variations of a manufacturer-created multi-pack ASIN. You must either match to an identical multi-pack product detail page or create a new ASIN with a unique UPC.

Title (manufacturer-created pack)UPCIPQPriceSame product detail pageProduct X (Pack of 2)0001234567892$38Product X0001234567881$19Title (non-manufacturer-created pack)New product detail pageProduct X (Pack of 6)0001234567906$114

Title (manufacturer-created pack)UPCIPQPriceSame product detail pageBrand Y Beverage, 12 Pack00012345678912$35Brand Y Beverage, 1 bottle0001234567881$4Title (non-manufacturer-created pack)New product detail pageBrand Y Beverage, 48 Pack00012345679048$130

Title (manufacturer-created pack)UPCIPQPriceSame product detail pageBrand Y Dinner Plates, Set of Four0001234567894$20Brand Y Dinner Plate0001234567881$6Title (non-manufacturer-created pack)New product detail pageBrand Y Dinner Plate, Set of 1600012345679016$68

How to Set Up IPQ for a Product XML

Inventory File Template

𝑓xItemPackageQuantityBOBPBQBRVDisplayWeightUnitOfMeasureVolumeVolumeUnitOfMeasureltemPackageQuantity

Once you have located the IPQ field with the template, you will enter the IPQ value as shown below.

Title (manufacturer-created pack)UPCIPQPriceSame product detail pageProduct X (Pack of 2)0001234567892$38Product X0001234567881$19

Variation Relationships

Variations allow customers to choose the desired color and size of your 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, you can skip this section (and please do not use Variation Relationships) because your products will automatically match to an identical product offer.

The best selling child products are the initial display on the detail page and the other variations are displayed when selected by the customer. The child products are related to each parent and 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 used to relate child products, for example flashlights

• Child products: Buyable products related to parent product by size and/or color, such as Blue, Gray, Orange, and Yellow

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

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

• Variation Theme (size or color or size-color; for size-color the size and color fields must both have values)

Required- Fully describe each child product, so they will be included in browse and search results - Add the size and color to the child product title - Use SKUs to build relationships using the fields for SKU and ParentSKU - List the Child offers under the Parent SKU in the flat-file or XMIProhibited- Do not include price and quantity values for parent produc ’ 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 pare product

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 the website. If you have questions, please contact technical support.

How to set up Variations for a product

• Watch a video tutorial on creating Variations with a text-file feed.

• Learn more at XML & Data Exchange section of Seller Central Help.

Example detail page for Color Variation:

Product Attributes

Providing rich data about the items you sell helps Amazon surface your products in search and browse and provides detailed product specifications to the customer. There are several additional attributes you can provide about your products. These attributes will be displayed in the product specification feature and allow Amazon to create browse refinements for search.

Product Specification Widget

The product specification widget is displayed on the detail page and allows the customer to see at a glance the most relevant attributes for making a buying decision. This feature also allows Amazon to provide useful definitions of attributes so customers can make an informed buying decision.

Product Specifications Jewelry Information

Brand Name:DivaDiamondsMetal stamp:1.4kMetal:white-goldMaterial Type:diamond, 18-karat-gold, white-gold, goldGem Type:DiamondSetting:ProngsRing size:6.5Sizing lower range4Sizing upper range13Resizable:NNumber of stones:1Stone Weight:0.5 caratsDiamond InformationStone shape:round-shapeMinimum colorHIMinimum Clarity:I1-I2Cut:very-good-cutMinimum Total Carat Weight0.50 carats

Search Result Refinements Using Attributes

Attribute-based refinements allow customers to narrow their search results to only the product relevant to what they are looking for. Once the majority of products in a certain browse location have attribute data, Amazon will turn on these refinements. An example of attribute-based refinements can be found in chandeliers where a customer can refine their search by fixture material, shade type, number of lights, and shade direction.

These refinements show up in the left column of the search results under the department, shipping option, and brand. Because of the vast selection on Amazon, providing product attributes can be essential for customers to discover your products.

Example of Attribute-based refinements in Search Results:

CATEGORY STYLE GUIDE: LIGHTING

Important Attributes for Lighting Products

The most important attributes available for lighting products are listed in the table below.

Website Display LabelDefinitionExampleAttributes for Lamps and FixturesColorThe color of the productSage, Navy, Emerald, Cherry,Item Package QuantityIndicates how many items are in the package. Please use if there are more than3Specific UsesSpecifies appropriate uses for this product.Indoor use only, outdoorVoltageSpecifies the voltage capacity.240CertificationsList all relevant certifications met for this product. Non-standard values may beEnergy Star QualifiedStyleSpecifies the style of the fixture.Modern, Traditional,CollectionIndicates the name of the merchandised collection that this product is a ‘part’ of.Chateau DevilleFinishDescribe the finished surface of the lamp.PaintedMaterialDescribes the main material a fixture.PlasticIncluded ComponentsLists out what components are included with this product.Bulb includedInternational Protection RatinInternational Protection Rating, a value that denotes where this product can safelyIP 21Number Of LightsThe number of bulbs that can be installed into this– fixture.8Lighting MethodDescribes the direction that the illumination points.UplightMaximum CurrentThe amount of power a wire can safely carry before beginning to melt. It is the10Switch StvleDescribes the functional – style of the switch.Toggle switch or push buttonFixture FeaturesPower SourceSpecifies what type of power source the product utilizesbattery-poweredMaximum Supported Wattage Specifies the maximum wattage bulb that can safely be used with an fixture.100

Ceiling fansAir Flow CapacitySpecifics the amount of air a fan or heater can circulate1200Number Of BladesThe number of blades on a ceiling fan5Fan Blade ColorDescribes the color of the fan blades for a ceiling fan.BrownAssembled DiameterSpecififes the assembled diameter of the product. For a fan this would be the end5Lamps shadesShade MaterialSpecifies the material of lamp shade.GlassShade DiameterSpecifies the diameter of the lamp shade10Shade ColorLamp/Fixture Assembled DimensionsAssembled HeightSpecififes the assembled Height of the product5Assembled LengthSpecififes the assembled length of the product10Assembled WidthSpecififes the assembled Width of the product5Assembled WeightIndicates the weight of the product, in pounds.5Base DiameterIndicates the diameter of the base of lamp.24Battery powered lamp InformationAre Batteries IncludedIndicates if batteries are included with item.trueBatteries RequiredIndicates if batteries are required for product to function.falseBattery DescriptionIndicates the types of batteries used by the product.battery_type_9vLamps sold with bulbs includedBase TypeIndustry identifier for the cap type or part of the lamp which provides connectionE27Bulb LifespanIndicates the estimated lifespan or average life of bulb, specified in hours.50,000Bulb Special FeaturesLists the notable features of the bulb.Not dimmable, auto on/off,Bulb TypeIndicates the type of bulb.LEDMercury ContentIndicates the mercury content of bulbs. This value is required if the item contains5.2Incandescent Equivalent WattIndicates the incandescent wattage equivalent of energy output for a bulb60LightBulb specific attributesBulb TypeIndicates the type of bulb.LEDBase TypeIndustry identifier for the cap type or part of the lamp which provides connectionE27WattageSpecifies the wattage6.2Incandescent Equivalent WattIndicates the incandescent wattage equivalent of energy output for a bulb.60VoltageSpecifies the voltage capacity.240BrightnessIndicates the Luminous Flux or brightness value of the bulb, measured in Lumens.140ShapeSpecifies the shape of the bulbReflector, GlobeBulb LifespanIndicates the estimated lifespan or average life of bulb, specified in hours.50,000Mercury ContentIndicates the mercury content of bulbs. This value is required if the item contains5.2Color Rendering IndexA value on the Color Rendering Index scale to describe the quality of light emitted80Color TemperatureA value measured in Kelvin to express the color of the visible light emitte2700Item Package QuantityIndicates how many items are in the package. Please use if there are more than3Bulb Special FeaturesLists the notable features of the bulb.Not dimmable, auto on/off,Specific UsesSpecifies appropriate uses for this product.Indoor use only, outdoorCertificationsList all relevant certifications met for this product. Non-standard values may beEnergy Star QualifiedLightBulbDimensionsBulb LengthIndicates the length of the bulb. Especially for tube bulbs.530Bulb DiameterIndicates the diameter of bulbs10.25

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