Selling on Amazon Category Style Guide: Watches

About this document

This Style Guide is intended to give you the guidance you need to create effective, accurate product detail pages in the Watches 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: Images

Section V: Key Product Features

Section VI: Product Descriptions

Section VII: Browse & Search

Watches

Whether you're selling watches, watch winders or watch bands, 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. 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 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 productsKey Product FeaturesHighlight the key features and benefits of your products.Product DescriptionsElaborate on the features and uses of your product.Browse & SearchImprove discoverability and traffic through search terms and item-type- keywords.

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. Follow the guidelines below to create product 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) - 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 (®, ©, ®, ‘c’.) or other special characters are not supported. - 10 words maximum (not including the mode number) ’Follow the title structure defined belowDo 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 ! * $ ?)

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

[Brand] + [Collection] + [Movement OR Feature OR Other Differentiating Attribute] + [Dial Color] + Dial + [Gender] Watch [Model #]

The title must be no more than 10 words in length (excluding the model number). If there is no appropriate collection name, you may omit that element for the product title. The Differentiating Attribute can be 2 to 4 words in length, provided you remain within the 10 word total limit mentioned above. The following examples illustrate these different situations.

Examples:

BrandCollectionMovement OR Feature OR Other Differentiating AttributeDial ColorGenderModel #CasioG-Shock MudmanSolar AtomicBlack DialMen’s Watch#GW9000A-1CitizenEco-DrivePerpetual Calendar TitaniumBlack DialMen’s Watch#BL5250-53LLucien PiccardTwo-Tone QuartzCream DialMen’s Watch#26478Tommy HilfigerChronograph White Patent LeatherSilver DialWomen's Watch#1780648

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

Good:

Brand and Collection Differentiating are clearly called out at attribute/Feature is the start of the title specifically mentioned Casio Men's G-Shock Mudman Solar Atomic

This is an ideal title. It is concise, clear and includes relevant information (brand, feature, and Model Number). The length is within the 10 word limit.

Q zoom

Other products by Casio

List Price: $150.00

Price: $90.49 &this item ships for FREE with Super

Saver Shipping. Details

You Save: $59.51 (40%)

Special Offers Available

In Stock.

Ships from and sold by Amazon.com. Gift-wrap available.

Want it delivered Tuesday, June 16? Order it in the next 4 hours and 42 minutes, and choose One-Day Shipping at checkout. Details

12 new from $84.99 Watch #GW9000A-1

Bad:

Hard to distinguish Redundant and

collection from model Use specific distinguishing

repetitious words used number. Should keep model features of the watch. In in the title confuse number at end of title. this case "Automatic" customers would suffice. The feature details should be shown on the details page. Seiko Wrist Watches-Seiko 5 SUAA82K / Automatic Mechnical Self-Winding Rolex Style Women Ladies Two Tone White Dial Title is over 15

Other products by Seiko words long - it

食食食食食 ⊠ (1 customer review) | More about this product exceeds the 10

List Price: $225.00 ) word limit. The

Price: $139.00 structure is not

You Save: $86.00 (38%) consistent with

In Stock. guidelines, making

Ships from and sold by ___. it confusing to customers

2 new from $139.00

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 data listings and help customers discover your products. Typically, Brand is the best identifier for a product, but occasionally Manufacturer is used. 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: Seiko- A business engaged in manufacturing a product - Someone who manufactures something Example: Seiko

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

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 wi 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.

Every product on Amazon needs one or more product images. The primary image of your item (“MAIN” image) represents an item in search results and browse pages, and is the first image customers see on an item's detail page. 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 (RGB 255, 255, 255; he #FFFFFFF) - 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. This will enable zoom function on the webs - Amazon accepts JPEG (.jpg) and TIFF (.tif) (JPEG is preferred) - Image aspect ratio must be at least 190 pixels by 246 pixels - 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 guideline - 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 agesProhibited- Images with a non-pure white background (RGB less than 255) - Images with part of the product for sale cropped by a frame edge - Product too small in image frame (less than 85% of the image) - MAIN image must NOT show accessories or props that are not include 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 fo 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 onl - 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 - No product on model (non-apparel only) - Images that are blurry, pixelated, or have jagged edges

Note: 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

Ideal Watch Image

Share your own customer images

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.

• Be clear, specific, and include product information only

• 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 decrease your chance of a sale

• There are five featured bullets, each with a recommended maximum of 80 characters per line

ContentExample: Feature BulletsMovementJapan 21 Jewel Automatic Self-Winding Movement (Calibre 7S26)Materials (Case/Band/Crystal)Stainless Steel Case with Nylon Band, Hardlex Crystal for DurabilityDisplayDay/Date Display with Spanish Option, Luminous Hands and MarkersSpecial FeaturesScrewdown See-Thru CasebackWater ResistanceWater Resistant - 30MDimensionsCase diameter: 41.5 mmCalendar FeaturesDay and date calendar featureUsageGMT function can be used to display time in a different time zoneAccessories in PackageIncluded AC adapter power 110-240VFinishWood Cherry Finish

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-Watch:

Product Features

• Quality Japanese 21-Jewels Automatic movement

• Functions without a battery; Powers automatically with the movement of your arms

• One way rotating elapsed timing bezel; Screwdown crown and caseback; Strong Hardlex crystal

• Stainless-steel case; Orange dial; Day-and-date functions

• Water-resistant to 660 feet (200M)

Good- Watch Winder:

Product Features

• Single automatic watch winder. Compact size designed for one watch.

• Clockwise and counter clockwise rotation. Built in smart IC timer & Silent Motor

• Works with any type of bracelet or clasp style watch. Spring loaded to adjust to any size.

• 110V AC adapter included

• Black Color

Bad:

Product Features

• - orange

• Extremely reliable**

• anyone will love this product!

• 42 mm

• comes in a box!

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.

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 fo sale; this is your opportunity to tell the customer what they are buying- Use correct grammar and complete sentences - Be sure that product claims are truthful and substantiatedDo not include promotional language such as "sale" or "free ship" (use the Manage Promotions tool instead)

Good:

Product Description

This Casio Sea analog illuminator watch offers all the convenience and durability of a sports watch, with an adaptable style well suited for a work day. The large round dial is black with white and luminous indexes, two luminous hands, and a red arrow-tipped seconds hand. The black stainless steel bezel offers additional Arabic numeral and dot indexes and a one-way rotation to make timing easy. The bezel's distinctive cog-like edge also gives the watch a stylishly industrial edge. The date displays subtly at four o'clock, and a super illuminator light makes the watch easy to read at any time. The band is made out of rugged black resin with a buckle clasp. This analog quartz powered timepiece is water resistant up to 660 feet (200 meters) and offers a battery life of approximately three years. It is backed by a 1-year limited manufacturer's warranty.

Bad:

Product Description

Page 13

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 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 considered in the same state. classified correctly to the deepest level. This means, for example, that your dive watches should be classified as "Dive Watches" and not just "Sport Watches" or as watches.

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.

AttributeDefinitionExamplesItemTypeEnables 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 Dive Watches, Watch bands, or Watch Winders.ItemAttributesSpecifies other item attributes of your product. Recommended for further classification of your products in the Browse structure. Refer to the ICG forSelect other-item-attribute values from the ICG, such as Perpetual Calendar Function, Two-Tone, or Water-Resistant.

allowed values.TargetAudienceSpecifies the target audience of the item. This is used in browse refinements on the search pages.Select a target audience value from the ICG, such as boys, unisex-adult, or men.

See Seller Central Help for information about Using the Online Item Classification Guide. Here is a classification example.

Terms that go in the ItemType field: Item type keywords drive categorization in the left side

• Wristwatches of Amazon's browse tree

• Casual Watches category structure.

• Dress Watches

• Sport Watches

• Camping Watches

• Dive Watches

• Fitness Watches Please choose the most

• Golf Watches specific subcategory. If you

• Sports Fan Watches choose "Sport Watches" but

• Pocket Watches not "Fitness Watches", you

• Accessories will not show up as customers refine past "Sport

• Watch Batteries Watches".

• Watch Repair Tools & Kits

• Watch Bands

• Watch Cabinets & Cases

• Watch Winders

• Pocket Watch Chains

• Luxury Watches

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

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 & Giffs & Wish Lists & Gift Cards & C

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 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

Download PDF

Explore All Category Guides

Use Kua.ai Amazon Listing Optimization Tool