Specifications

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. Content should respect and maximize that

tool. Avoid ALL CAPS and multiple exclamation points in running text and in graphical elements. Colored or bold text should never be

used for emphasis in running text; use italics instead.

Do not mention other brands in product descriptions or feature bullets. If you are making performance comparisons, make them against

established averages or maximums for the product type (preferably sourced).

From The Manufacturer

Consider a good basic product description the ante in the product presentation game. We recommend that your marketing staff writes

your product descriptions.

Be concise, honest, and friendly. Introduce the product. Give an overview of its uses and where it fits in its category. Discuss the

features and benefits of the product. Cover in detail the features mentioned in the bullet points. Focus on your product’s unique

properties. Don’t mention competitors. Mention the best applications for the product. If the product has limitations, you can say so and

upsell. Use plain and correct written English, and check spelling and grammar.

Example:

Unleash your system's potential with high-performance, head-turning sound. Getting great audio in your car requires more than just

quality components. The cables you use to connect them can mean the difference between weak, muddled sound and tracks that turn

heads. Featuring patented Monster technologies, Monster 200 Series Audio Interconnects deliver clean, high-performance audio that

brings your favorite music to life. Patented Bandwidth Balance construction optimizes signal strength for smooth, balanced audio

reproduction. Monster's patented low-noise construction provides up to 50dB of noise rejection for crisp, detailed sound that breaks

barriers without breaking your budget.

Preorder Offers (new, unreleased items)

For new items that are not yet available from the manufacturer, you can list a preorder offer that allows customers to place

an order with you for delivery when the new item becomes available. To have a preorder offer for a new item, you must do

the following:

Preorder Requirements

 Use the ReleaseDate column in the inventory file template to specify the date in

which you will be able to ship preorder offers.

o ReleaseDate must be less than 30 days from the date your offer first

goes live on Amazon.

 Use the Inventory column in the inventory file template to specify the amount of

inventory you will have available on the ReleaseDate. This prohibits Amazon from

taking orders that exceed your anticipated inventory.

o Preorder offers must have available inventory to be live on Amazon. Your offer will automatically expire

as soon as you take orders that match your inventory level.