CATEGORY STYLE GUIDE: Consumer Electronics Camera & Photo
CATEGORY STYLE GUIDE: CONSUMER ELECTRONICS About this document This Style Guide is intended to give you the guidance you need to create effective, accurate product detail pages in the Consumer Electronics and Camera & Photo categories. 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.
CATEGORY STYLE GUIDE: CONSUMER ELECTRONICS Symbols 16 Factual Discrepancies in Product Descriptions 16 Word List 17 Appendix B 25 Sub-Category Style Guides 25 Category Image Guides and Resources 41 © 2011 Amazon Services LLC Page 3 July 2013
CATEGORY STYLE GUIDE: CONSUMER ELECTRONICS Good Detail Page Content: Short Version 1) Title Briefly describe the product. Avoid marketing content (free, exclusive, bonus, stylish, lightweight, heavy duty, etc.). Use Title Case.
CATEGORY STYLE GUIDE: CONSUMER ELECTRONICS Example: Koss KEB79 Portable Isolation Earbuds combine excellent sound reproduction with maximum isolation to provide an outstanding listening experience. These highly portable earbuds use three sizes of cushions ensure a comfortable in-ear fit, sealing the ear to deliver deep bass. The dynamic stereophone element has a frequency response of 10-20,000Hz.
CATEGORY STYLE GUIDE: CONSUMER ELECTRONICS Good Detail Page Content: Long Version Benefits of a Good Detail Page Better Click-Through – More customers will select your product from a group of similar items. Titles Main Product Image Customer Reviews Better Conversion – More of the customers who visit your product’s detail page will buy product.
CATEGORY STYLE GUIDE: CONSUMER ELECTRONICS Title Style A customer should be able to make a purchase based on information in the product’s title. Amazon Title Style: Brand name first, then series name, model name, what it is (“Headphones” “Rechargeable Batteries” etc.), measurements, color, and packagingin parentheses and separated by commas, i.e., “(Black, 5.3 feet, Set of 6)” or “(Red, Body Only)” Include model number when necessary (cable interconnects, blank media, etc.
CATEGORY STYLE GUIDE: CONSUMER ELECTRONICS Images Format for Product Images Product Images should be .jpg or .tif files, uploaded through Seller Central. Primary (main) Image Requirements At least 1000 pixels by 1000 pixels, and up to 3000 pixels by 3000 pixels to take full advantage of the Zoom function Just the product, no packaging, on a white background. If the product is white, use a drop shadow to offset it. Image name is SKU.main.jpg (example: A12456.main.
CATEGORY STYLE GUIDE: CONSUMER ELECTRONICS Alternate Images You can upload up to 8 alternate images. We suggest you do so. Alternate images should feature the product in use and close-ups of important features. If the item is sold in non-retail packaging (ex: bulk), then include an alternate image of the product packaging. Alternate images should be the SKU plus a number (A12456.01.jpg, A12456.02.jpg, etc.).
CATEGORY STYLE GUIDE: CONSUMER ELECTRONICS Product Features Bullet Points 1-5 (columns in the inventory file template) We highly recommend that you include your marketing staff at setup to write feature bullet points for you. Customers see the bullet points first – make them count! Include a precise snapshot of what the customers will get if they purchases the item. Tips on writing feature bullets Make each point brief yet descriptive. This is not a place for paragraphs.
CATEGORY STYLE GUIDE: CONSUMER ELECTRONICS Technical Details Technical details are especially useful for powered, complex, hobby-specific, professional-grade, or special-interest products. If you provide technical details for a product, they will be displayed on an alternate view of the product detail page with a link from the feature bullets on the detail page’s main view. Each inventory file template contains the technical details for all the categories and products included in that template.
CATEGORY STYLE GUIDE: CONSUMER ELECTRONICS Product Descriptions A brief note on the Amazon voice Amazon.com speaks to customers with a voice that is at once authoritative, literate, conversational, and entertaining. We offer customers the chance to expand their knowledge and make informed buying decisions. We have a sense of humor but do not enjoy it at the expense of others. The Amazon customer community is one of the most powerful tools for selling your product.
CATEGORY STYLE GUIDE: CONSUMER ELECTRONICS Product Bundles A bundle is a set of complementary products. All Bundles must follow the Bundle Guidelines and are subject to review for accuracy and relevance, and may be removed without notice. Limiting the number of bundles helps customers find specific bundles more easily by preventing many of the duplicate or near-duplicate listings.
CATEGORY STYLE GUIDE: CONSUMER ELECTRONICS Appendix A Numbers Write "one" through "nine" and "first" through "ninth" as words; write "10" through "999,999" and "10th" through "999,999" as numerals. If a sentence or paragraph includes both numbers below 10 and more than 10 that refer to the same thing, express both in numerals; for clarification on this, see Chicago Manual of Style 8.8. Example: The recipe calls for 5 to 10 eyes of newt. Write ages of people as numerals. Example: An 8-year-old boy.
CATEGORY STYLE GUIDE: CONSUMER ELECTRONICS Units of Measurement Spell out common, everyday standards of measurement wherever they occur.
CATEGORY STYLE GUIDE: CONSUMER ELECTRONICS Names In product descriptions, use lowercase generic names whenever possible, even when they appear with the manufacturer name: Honda's 2,500-watt generator these Panasonic wireless headphones a Monster cable interconnect this Creative MP3 player Capitalize trade names: V-Moda Vibe earphones Salamander Synergy cabinets the iPod Nano If a trade name has a specific capitalization scheme, preserve it: Sanyo eneloop rechargeable batteries The p
CATEGORY STYLE GUIDE: CONSUMER ELECTRONICS Word List Is it ”Range Finder” or “Rangefinder”? “Home Theater in a Box” or “HTIB”? Below is a reference guide to how certain terms should appear in print on Amazon.com.
CATEGORY STYLE GUIDE: CONSUMER ELECTRONICS (Panasonic) Advent After Effects (Adobe) Agfa airpanel (ViewSonic) Aiwa AllSet (Panasonic) Allsop Altec Lansing Ambico American Power Conservation AM/FM analog audio outputs anti-roll mechanism Anti-Shock Memory (ASM) system (Panasonic) Anti-Shock Memory II (Panasonic) AppleTalk APS (use Advanced Photo System at first mention) AQUOS aramid fiber Artisoft artificial intelligence (AI acceptable on second mention) artificial intelligence sound (Panasonic) ASUS ATI Ra
CATEGORY STYLE GUIDE: CONSUMER ELECTRONICS (AVLS) (Sony) auto reverse autorouting AutoStandby (Uniden) AutoTalk (Uniden) Auto Thyristor (Vivitar) AV (use audio-video at first mention) B backlight, backlit backup (n.) back up (v.) Back-UPS backward-compatible (adj.), backward compatible (predicate adj.) Battery Friendly (Socket trademark) Battle.net (Internet game service) Belkin Bell and Howell BenQ Best Data Products Bigpicture BioWare black and white (n.
CATEGORY STYLE GUIDE: CONSUMER ELECTRONICS Canon CaptionVision (multiple manufacturers) CardBus carry case Case Logic Casio Cat5 C battery cc:Mail (Lotus) CD (CD Digital Audio or CD Extra) CD Graphics CD-I CD-i Bridge CD Jogger (Panasonic) CD Jogger+ (Panasonic) CD LabelMaker (Data Becker) CD Manager (Panasonic) CD-MIDI CD-R CD-ROM (6x/6x/2x) CD-ROM XA CD single CD Text (n., adj.) CD-R, CD-RW, CD-R/RW CD-RW (adj.), CD-writer (n.
CATEGORY STYLE GUIDE: CONSUMER ELECTRONICS Conair Coolpix (Nikon) CopyJet (HP) CreataCard (American Greetings) Creative Kit (Polaroid) Creative Labs Cstar Customer Care (HP) Cyber-shot (Sony) D D/A (use digital-to-analog at first mention) DataFab date book D battery DB-25 (type of computer plug) DB-9 (type of computer plug) dBV dbx (brand name for audio equipment) DDR DRAM (double data rate dynamic random access memory) DEC Dell Denor Design Acoustics Deskjet (HP) DeskWriter Diamond Multimedia dielectric D
CATEGORY STYLE GUIDE: CONSUMER ELECTRONICS DirectInput (Microsoft) DirectMusic (Microsoft) DirectSound (Microsoft) DirectSound 3D (Microsoft) DIRECTV Discman Discwasher Diskeeper Divx DLX D-Link DNR Perfect (Toshiba) Dolby Digital Dolby Pro Logic Dooney & Bourke DOS (general disk operating system; check context, as MS-DOS is often the operating system in question) dpi DragonBall (Motorola) DSS (use digital spread spectrum at first mention) DTS (digital theater system, generic) Dual-Deck (Go-Video trademark
CATEGORY STYLE GUIDE: CONSUMER ELECTRONICS earbud EarHugger Easicon (Panasonic) EasyShare(Kodak) EIDE (standard for hard drives) Elasti-mesh side pockets (Samsonite) Electronic Shock Absorption (Philips, others) Elite Rudder Pedals (ThrustMaster) Elph Emerson Energizer EnergySaver Epoc Epson ErgoMouse ErgoPAD EtherFast (Linksys) EtherLink Ethernet EV-DO ExacTrak Expansion Pak (Nintendo) ExpressBus Extended Data Service (standard set by FCC) Extreem pack exterior (Samsonite) eyemodule (lowercase trademark)
CATEGORY STYLE GUIDE: CONSUMER ELECTRONICS OpenGL (video standard) Opti-Trac oversampling Worm Light WYSIWYG (What You See Is What You Get) X x (6x/6x/2x CD-ROM drive; 25x zoom) Xbox xD Xerox XMetaL (SoftQuad) X Window System Y Yamaha Z Z chassis Zenith ZENworks Zhumell Zip drive ZIP file zoom: 8x, 32x © 2011 Amazon Services LLC Page 24 July 2013
CATEGORY STYLE GUIDE: CONSUMER ELECTRONICS Appendix B Sub-Category Style Guides Small Office Home Office (SOHO) Titles for Small Office Home Office: Brand + Series Name + Product Name + Product Type + (model #) Printer title examples: Canon Pixma MX850 Office All-in-One Printer (2436B002) HP Photosmart C7280 All-in-One Printer (CC567A#ABA) Lexmark X4550 Wireless All-in-One Photo Printer (1410600) Epson Stylus C88+ Inkjet Printer (C11C617121) Scanner title examples: Canon CanoScan 8800F Color Film
CATEGORY STYLE GUIDE: CONSUMER ELECTRONICS Brand + Series + Model + Notebook screen size + Laptop/Desktop + (Color [if applicable]) Examples: Toshiba Satellite U405D-S2848 13.3-Inch Laptop (Fusion) Apple MacBook Pro MB133LL/A 15.4-Inch Laptop Sony VAIO VGN-SR140E/P 13.3-Inch Laptop (Pink) HP Pavilion M9350F Desktop For more examples, visit the Amazon.com Notebooks and Desktops stores.
CATEGORY STYLE GUIDE: CONSUMER ELECTRONICS Spell out words such as inches, feet, pounds, and other types of measurements. Do not include marketing terms that are not actually part of the product’s name. “Super-Fast Netgear Router” should read “Netgear Router.” Feature and benefit information can be surfaced elsewhere. Size information should only be included in titles when it differentiates the Item from similar Items.
CATEGORY STYLE GUIDE: CONSUMER ELECTRONICS Bullet 3: Minor feature. Example: Customizable menu shortcut buttons Bullet 4: Materials and construction (if important, if not, another feature is fine). Example: Thick, durable overlay Bullet 5: Warranty or accessory information: Example: Limited lifetime warranty Product Description for Computer and Tablet Accessories: Example: On your desk, advanced laser technology gives you precise tracking and instant response.
CATEGORY STYLE GUIDE: CONSUMER ELECTRONICS Bullet 3: Interface (ex: SATA) Bullet 4: Form Factor (ex: 3.
CATEGORY STYLE GUIDE: CONSUMER ELECTRONICS Bullet 1: Audio Chipset (ex: Sound Blaster X-Fi) Bullet 2: Sound Channels Supported (ex: Sound Channels Supported: 7.
CATEGORY STYLE GUIDE: CONSUMER ELECTRONICS Examples of good Computer Peripheral titles: Logitech V20 Notebook Speakers Logitech V220 Cordless Optical Mouse for Notebooks Examples of bad Computer Peripheral titles: New Replacement Li-Ion Battery for IBM ThinkPad T40 T41 T41p T42 T43 R50 R50e R50p R51 R52 Series Laptops / Replacement IBM Battery P/N 02K6699 08K8192 08K8193 08K8195 08K8197 08K8214 92P1011 92P1060 92P1071 92P1075 92P1087 92P1089 92P1091 9291101 9291102 Includes too many details Logitech 967740
CATEGORY STYLE GUIDE: CONSUMER ELECTRONICS Right-facing 45-degree angle product shot without packaging o If you don’t have an angle shot, use a Front View for this image o White background; for white products, add a drop shadow to emphasize the product o Product must occupy at least 80% of the image area Front View Left-facing 45 degree alt angle shot Side View Alt Side View, if available Rear View What’s in the box Image that shows scale of product Lifestyle images Product specificat
CATEGORY STYLE GUIDE: CONSUMER ELECTRONICS Brand + Model Family + Model # + #-inch + Resolution + Display Type (LCD, Plasma, DLP, OLED, or Laser) + Flat-Panel HDTV or Rear-Projection or HDTV or Home Theater Projector Examples Sony Bravia M-Series KDL-19M4000/D 19-Inch 720p LCD HDTV, Orange Samsung LN46A630 46-Inch 1080p 120Hz LCD HDTV with RED Touch of Color Panasonic Viera TH-50PX80U 50-Inch 720p Plasma HDTV Sharp Aquos LC32GP3UW 32-Inch 1080p LCD HDTV, White Bullet Points for Televisions: Display h (in
CATEGORY STYLE GUIDE: CONSUMER ELECTRONICS (cameras, lenses, camcorders, telescopes, binoculars, camera/camcorder accessories) All Consumer Electronics products on Amazon.com are assumed to be US-market with full retail packaging unless otherwise noted in the title. Titles for Camera & Photo – General Products: Brand + Series + Model + Product + "with" Unique Features [if applicable] + (Color, Packaging [if applicable]) Example: Canon EOS Rebel XTi 10.1MP Digital SLR Camera with 2.
CATEGORY STYLE GUIDE: CONSUMER ELECTRONICS Bullet Points for Portable MP3 Players: Bullet 1 Capacity and how many songs and/or videos it stores Bullet 2 Battery life for audo and/or video Bullet 3 Display size and format Bullet 4 File support (audio, video, picture); other features Bullet 5 Warranty Titles for MP3 Player Accessories: For cases, skins, armbands, batteries, and jackets: Manufacturer + Item + for + Player Model Compatibility + Player Generation + Player Capacity [if applicable] + (C
CATEGORY STYLE GUIDE: CONSUMER ELECTRONICS Bullet 3: Media Capabilities (photo viewer, MP3 player, video Player) Bullet 4: Other unique features (voice command, photo-navigation Bullet 5: Battery Type, Battery Life, Warranty Titles for Handheld GPS: Brand + Model Name + Model Number + Screen Size [-Inch] + "Bluetooth" [if applicable] + "High-Intensity" [if applicable] "Color" [if applicable] + "Mapping" [if applicable] + "Handheld GPS" Example: Garmin Colorado 400c 2.
CATEGORY STYLE GUIDE: CONSUMER ELECTRONICS Brand + Series + Model Number + Media Type [iPod, CD, DVD] + Size [-Inch] + Format + Form Factor [In-Dash, Overhead, Headrest] + Product Example: Boss Audio BV7VT 7-Inch Slim Mount Headrest TFT Video Monitor Bullet Points for Car Video: Bullet 1: Overall synopsis of product Bullet 2: Materials and construction.
CATEGORY STYLE GUIDE: CONSUMER ELECTRONICS Bullet 3: Major features Bullet 4: Minor features Bullet 5: Warranty Titles for Car Audio and Video Accessories: Brand + Series + Model Number + Form Factor + (Format, Color) Bullet Points for Car Audio and Video Accessories: Bullet 1: Overall synopsis of product Bullet 2: Materials and construction.
CATEGORY STYLE GUIDE: CONSUMER ELECTRONICS Bullet 3: Major features Bullet 4: Minor features Bullet 5: Included accessories Titles for A/V Cables: Brand + Series + Model Number + Form Factor + (Length in meters, Color) Example: Cables To Go Velocity 40315 HDMI Digital Video Cable (2 Meters, Blue) Bullet Points for A/V Cables: Bullet 1: Overall synopsis of product Bullet 2: Materials and construction.
CATEGORY STYLE GUIDE: CONSUMER ELECTRONICS Unlocked quad-band | tri-band GSM cell phone compatible with 850/900/1800/1900 | 900/1800/1900 frequencies and US | International 3G compatibility via 850/1900/2100 UMTS/HSDPA plus GPRS/EDGE data capabilities Office Products Titles for Office Products: Brand + Product Name + Product Type + Size [if applicable] + Color + Package Quantity + (Case Pack Quantity [if applicable]) + (Model #) Writing Instrument Examples: Dixon Ticonderoga Woodcase No.
CATEGORY STYLE GUIDE: CONSUMER ELECTRONICS Titles for Musical Instruments: Brand + Model + Description + Quantity or Size [if applicable] + Color or Style Please do not use abbreviations. Begin each word with a capital letter (except words like "with," "the," "and," etc.). Words should not be all caps except in the case where the brand name is initials (examples: AXL, GHS Strings, KRK, MXL).
CATEGORY STYLE GUIDE: CONSUMER ELECTRONICS Motorola Devices https://www.motorolacollective.com/app LG Devices http://www.thinklg.com/Default.aspx?tabid=80&returnurl=/Default.aspx&carriers=Login Samsung Devices http://66.180.101.60/Samsung/Standard/ BlackBerry Devices http://www.rim.com/newsroom/media/gallery/index.shtml Sanyo Devices http://www.sanyowireless.com/?from=us.sanyo.com/dealer_images/index.cfm Nokia Devices https://www.nokiasource.com/nokiasource/nokiaImageSelect.do Palm Devices http://resource.
