Specifications

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. may often need this)

 Capitalize the first letter of each word (Title Case)

 See Appendix B to see how measurements/abbreviations should appear

 150 character limit

 Write all numbers as numerals, ex: “triple.fi 10 pro”, “2-Channel Interconnect”, “2.7-Inch”

All Consumer Electronics titles should contain these elements. For guidance on which term or abbreviation to use for different product

types, consult the “Word List” in Appendix A.

Most Electronics Products

Brand + Series + Model Name + Model Number [if applicable] + Form Factor + “with” Unique Thing* [if applicable] + (color, packaging*

[if applicable])

* A “unique thing” must be something that distinguishes this product from another product that is exactly the same in all other respects.

* "(Bulk Packaging)" should be added to the title for all non-retail packaged products.

All Consumer Electronics products on Amazon.com are assumed to be US-market with full retail packaging unless otherwise

noted in the title.

Example of when to use Unique Thing:

 Ultimate Ears Triple.fi 10 Pro Earphones (Gun Metal Blue)

 Ultimate Ears Triple.fi 10 Pro Earphones with Roadie Case (Gun Metal Blue)

In this example, the two products are completely identical except one is packaged with a “roadie case” and the other is not. Therefore,

the roadie case is mentioned in the title. If all models of this headphone came with a case, “roadie case” would not be mentioned in the

title, but rather in the bullets for accessories.

Blank Media Products

Brand + Series Name + Model Name + Model Number [if applicable] + Capacity + Write Speed + Format (i.e., DVD-RW) + (# pack)

* "(Bulk Packaging)" should be added to the title for all non-retail packaged products.

More Title Specifications

1. Do not create new ASINs with condition notes such as “Refurbished” or “Remanufactured” in the title

2. Do not include stock #s or UPC codes in a title

3. Do not include terms like “Free,” “Bonus,” “Price,” “Exclusive,” or “A $XX Value” in Titles. That information can be surfaced

elsewhere.

4. Do not include marketing terms that are not actually part of the product’s trademarked name. “Stylish Lightweight Fontopia

Headphones” should only read “Fontopia Headphones”. Feature and benefit information can be surfaced elsewhere.

5. Size information should only be included in titles when it differentiates the product from similar products. Examples:

 Monster HDMI-X Cable (3 meters)

 Monster HDMI-X Cable (5 meters)

If the above cable came in only one length, the title would simply read “Monster HDMI-X Cable”.