Amazon Seller Central Business Value
Amazon Seller Central Catalog Management
Section 1: Preparing your Products for Amazon Listing
Cheat Sheet
Understanding the File Templates
• Before you head off onto Seller Central and start listing products that you may not have all the information Seller Central requires of you for a listing, it is imperative that you know where to find the file templates and understand what is required in each. On your Seller Central Dashboard, select “Add Products Via Upload” from the Drop Down Menu of the “Inventory” tab on the Top Menu. Click on the “Download an Inventory File” tab along the top of the page.
• You now have two Templates you can select to download.
• The first option in Step 1 involves you typing in the type of product you wish to sell in the search cell OR selecting your category from the menus provided under the “Product Classifier” heading.
• The search tool option will give you all available templates that you can choose from.
• The downside to this is if your product fits into more than just one type of classification.
• Select one of the options and then choose which Mode of Template you wish to download, noting that:
* “Lite Mode” contains only required fields which is the minimum requirement for a listing with Amazon;
* “Advanced Mode” which contains everything and the one we recommend as the more information you can provide for a listing, the better your search optimisation and the more likely your customers will know exactly what they are purchasing; and
* “Custom Mode” where you can add your own fields. We do not recommend this option as there may be vital information you miss adding and may need to add later anyway.
• Once you have made your selections, click the yellow “Generate Template” button to the right of the page.
• When you download and open your template, you will see the following tabs at the bottom:
* “Instructions”, which outlines how to complete the template;
* “Images”, which gives the format and details of the images you can use;
* “Example”, which provides example listings for you to refer to;
* “Data Definitions”, which explains what each of the fields in the template refers to;
* “Template”, which is where you will fill in your product listing details;
* “Browse Data”, which indicates the browse nodes for your listings in this template; and
* “Valid Values”, which tells you which cell values and text, et cetera is permitted in the template.
• The second option for selecting a template would be to select your categories from the product classifier table instead.
• Again, choose your mode for the template and we still recommend “Advanced Mode”.
• Click the yellow “Generate Template” button to the right of the page, download and open your listing template.
• The template will have the same tabs at the bottom containing the same information.
• It is important to understand which templates are available to you and what categories Amazon defines products by before you can begin preparing your products for listing.
• We recommend that you try to complete every field you can in these templates to assist with your SEO and ensuring your product listings are as complete as you can make them, thereby assisting customers when searching for and selecting your products.
• Further to this, the last section on this page is to be found under the “Inventory Files” heading at the bottom of the page.
• The table presented will show you the various Templates you can download and what they are intended for.
• The most important three to take note of here in this table for purposes of this course are:
* The Category-Specific Inventory files, which we will go through in later videos;
* The Inventory Loader Template (used for products that are already listed with Amazon); and
* The Price & Quantity file to update price and quantity of your inventory listings.
Choosing Categories for your Product and Category Requirements
• Before listing a product on Amazon, it is vital that you know which categories you would like to list your product under.
• If you have your product in the wrong category, chances are that customers will not be able to find your product when searching for it.
• If you only list your product in one category but there are multiple categories it could fall under, then you are again missing out on being found by the customer.
• You can view all of the categories that Amazon has for listing products by selecting the “Add Products Via Upload” from the Drop Down Menu of the “Inventory” tab on the Top Menu of Seller Central.
• Click on the Drop Down Arrow for the “Inventory Files” header and click on “Category-Specific Inventory Files” under the “File Name” field.
• In the Pop-Up Window, scroll down to the “Choose a File Template” Header and click on the “Templates for Specific Categories” Link.
• On the next page, scroll down to the “You are registered with Release Package” header.
• The table below will provide you with the following information:
* File Templates for all categories on Amazon;
* Style Guides;
* Browse Tree Guides; and
* Approval Required.
• You are then able to see which product categories require approval and what these approval requirements are.
• You can also download and view the File Templates, Style Guides and Browse Tree Guides per category, while being able to select which category/categories you would like to list your products under.
The Style Guides
• Style Guides can be found by selecting the “Add Products Via Upload” from the Drop Down Menu of the “Inventory” tab on the Top Menu of Seller Central.
• Click on the Drop Down Arrow for the “Inventory Files” header and click on “Category-Specific Inventory Files” under the “File Name” field.
• In the Pop-Up Window, scroll down to the “Choose a File Template” Header and click on the “Templates for Specific Categories” Link.
• On the next page, scroll down to the “You are registered with Release Package” header and download the relevant Category Style Guide alongside the category in the Style Guide Field.
• But what is a Style Guide?
• In Amazon’s own words, a Style Guide is a “…document … intended to give you the guidance you need to create effective, accurate product detail pages and maximize your business in the [relevant] category.”
• This means that everything you need to know about writing product titles, descriptions, et cetera, and uploading images and other media, is all listed in these Category Style Guides.
• It goes without saying that it is a very good idea to download these Style Guides for the Category or Categories you wish to list your products in BEFORE proceeding to create these listings on Seller Central.
Components of a Product Listing on Amazon
• When it comes to listing products with Amazon and creating your Catalog through Amazon’s Seller Central, it is important to take note of the following components which you will need to have all the relevant information and documents or files for in order to list your product successfully and properly first go.
• These are:
* The Product Title;
* The Product Bullet Points;
* The Product Description;
* The Generic Keywords;
* The Dimensions and Weights of both your product inside its packaging as well as outside its packaging;
* MSRP and Price; This would be what you plan on selling your product for and remember to consider the commission, storage and shipping costs as relevant to your fulfilment choices.
* Images; and
* Videos.
Product Title
• Amazon is known to use its own ATS logic for creating product titles.
• While many articles can give you suggestions on how to write an effective product title for your listing, your best option would be to write one as close to the logic that is presented in your category-specific Style Guide.
• Each Style Guide will have a section called “Title Style” and will explain and give examples of Elements to include in your product title.
• It will also let you know how many characters your Product Title is limited to.
• Of course, it is not always necessary to match these examples exactly but the closer your title is to their examples, the more likely that your title will work with Amazon’s A9 Search Engine and the more likely that, when customers are searching for a product like yours, all the right search terms will be in your product title already.
Product Bullet Points
• The Bullet Points are essentially your product’s main features and benefits; the why-buys for customers to see very quickly and easily, which is why they are listed under the variations and title at the top of the product page.
• Here again, your Category-Specific Style Guide has a section called “Key Product Features” which gives you assistance in what information to include in these Bullet Points.
• The Style Guide again has tips and examples of dos and don’ts for your marketing team to examine before creating your own product listing features for the bullet points.
Product Description
• The product description is the more narrative explanation of your product and its features and is situated further down the page.
• When listing your product in Seller Central, this section is usually replaced by your A+, or previously known as Enhanced Brand Content, page instead.
• Under the heading “Product Descriptions” in your Category-Specific Style Guide, you will be able to find more tips and examples to assist you in writing the most effective product description for your listings so that you can be prepared with all of this content before creating your listings on Seller Central.
Preparing Variations for your Product
• Your Style Guide does also have a section called “Variation Relationships”, which gives you input and information on what variations are and how they can be generated for your category.
• It is important before proceeding to create your product listings on Seller Central that you already know which of your products have variations and what these variations are going to be.
• The Style Guide can assist you in planning your variations properly upfront for your product listings so they can be done correctly and efficiently first time.
• This section of the Style Guide will also outline the difference between the Parent ASIN and the Child ASIN.
• Note here that the Parent ASIN never appears as a sellable unit on Amazon: only the Child ASINs do as these are the actual sellable units.
Image formats for your Listing
• Your Style Guide again has all the information and format requirements for all of your images, complete with how to name them and where each image shows up on the product detail page.
• This information can also be found in the various File Templates as we saw in an earlier video.
• What is important to remember here is the following when it comes to image format:
* Image size: Images should be at least 1000 pixels in either width or height. Amazon recommends 2560 pixels wide.
* Image frame: The product should fill 85% of the frame.
* Background color: ALL product photos should have a pure white background.
* File format: You can upload JPEG, PNG, GIF or TIFF files.
* Color mode: Both RGB and CMYK are accepted.
* Design: You can’t include any text, borders, logos, mannequins or watermarks in your images.
• For images named by product identifier without a variant code or named with the MAIN variant, and display as the main image on the product detail page, Amazon maintains the following site product image standards:
* The image must be the cover art or a professional photograph of the product being sold. Drawings or illustrations of the product are not allowed.
* The image must not contain gratuitous or confusing additional objects.
* The image must be in focus, professionally lit and photographed or scanned, with realistic color, and smooth edges.
* Books, Music, and Video/DVD images should be the front cover art, and fill 100% of the image frame. Jewel cases, promotional stickers, and cellophane are not allowed.
* All other products should fill 85% or more of the image frame.
* The full product must be in frame.
* Backgrounds must be pure white (RGB 255,255,255).
* The image must not contain additional text, graphics, or inset images.
* Pornographic and offensive materials are not allowed.
• For additional other view images:
* The image must be of, or pertain to, the product being sold.
* The image must be in focus, professionally lit and photographed or scanned, with realistic color, and smooth edges.
* Other products or objects are allowed to help demonstrate the use or scale of product.
* The product and props should fill 85% or more of the image frame.
* Cropped or close-up images are allowed.
* Backgrounds and environments are allowed.
* Text and demonstrative graphics are allowed.
* Pornographic and offensive materials are not allowed.
Video formats for your Listing
• When it comes to uploading videos for your product listings, it is important to note upfront that this feature is only permitted for Sellers who have the Brand Registry.
• If you have not registered with Amazon’s Brand Registry, you will unfortunately not be able to upload and manage videos for your product listings.
• Video Specifications are as follows:
* Video file – Amazon recommends uploading files in the highest available quality setting. Acceptable file formats are 3GP, AAC, AVI, FLV, MOV, MP4, and MPEG-2. Currently, Apple ProRes files are not accepted. Amazon also recommends uploading succinct videos to improve upload performance and playback experience.
* Image thumbnail – This is the initial screen customers will see before they begin playing the video. Upload the highest quality image files in JPEG or PNG format, with the following specifications: 16:9 orientation/aspect ratio; 1920 x 1080 preferred resolution (minimum 1280 x 720); color profile RGB or DPI 300 preferred (72 minimum).
* Video title – This is the title displayed below the video in the “Related Video Shorts” widget on the product detail page.
* Video description – This will be used for video categorization but not displayed to customers.
• Amazon has specific terms and policies regarding types of content that are not allowed.
• Not following these guidelines could result in violations and can lead to a rejection by Amazon’s system:
* References to your company as a seller or distributor, or any company contact information.
* Comparing products on Amazon other than products from within your own brand or mentioning any seller authorization, such as “product only sold by authorized sellers”
* Pricing or promotion information such as “cheap,” “affordable,” “on sale,” etc.
* Information about shipping details, such as “free shipping” or “shipping timelines”
* Boastful comments such as “top-selling product,” “hottest item,” or “#1 selling item”.
* Time-sensitive product information, such as “on sale now” or “best new product of the year”.
* Information about customer reviews, ratings, or feedback on Amazon or any other website.
* Adding more than two editorial quotes or any third party quotes not from well-known publications or public figures.
* Warranties or guarantees of any kind, such as “satisfaction guaranteed” or “money back”.
* Multiple brand logos in a single video view.
* Web links or language intended to redirect customers to other web pages inside or outside of Amazon (including to other product listings you might have).
* Any mention of products being used for criminal activity.
* Videos for adult products or containing offensive content such as nudity, profanity, or illegal activities.
* Videos for which you don’t own the rights, leading to copyright infringement.