CATEGORY STYLE GUIDE: WATCHES

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Antony Wilkinson
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2 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: Section II: Section III: Section IV: Section V: Section VI: Section VII: Overview Title Style Brand & Manufacturer Images Key Product Features Product Descriptions Browse & Search 2009 Amazon Services LLC Page 2 9/15/2009

3 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 Style Brand & Manufacturer Images Key Product Features Product Descriptions Browse & Search Get customer attention with great titles. Clear and concise titles will improve search results and catch the customer s attention. Improve discoverability and duplicate detection by entering accurate brand and manufacturer information. Show customers what they're buying. Professional images on white backgrounds will bring life and added attractiveness to your products. Highlight the key features and benefits of your products. Elaborate on the features and uses of your product. Improve discoverability and traffic through search terms and item-typekeywords Amazon Services LLC Page 3 9/15/2009

4 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 Do 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 (,,, etc.) or other special characters are not supported. 10 words maximum (not including the model number) Follow the title structure defined below Do Not Do 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: Brand Collection Movement OR Feature OR Other Differentiating Attribute Dial Color Gender Model # Casio G-Shock Solar Atomic Black Dial Men s Watch #GW9000A-1 Mudman Citizen Eco-Drive Perpetual Calendar Titanium Black Dial Men s Watch #BL L Lucien Piccard Two-Tone Quartz Cream Dial Men s Watch #26478 Tommy Hilfiger Chronograph White Patent Leather Silver Dial Women's Watch # Amazon Services LLC Page 4 9/15/2009

5 Note: Include your company information or sale messaging in your product titles may negatively impact your seller account. Examples: Good: Bad: 2009 Amazon Services LLC Page 5 9/15/2009

6 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. Brand A 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 Manufacturer A business engaged in manufacturing a product Someone who manufactures something Example: Seiko Example: Seiko Note: It is important to not use your seller name for Brand or Manufacturer information, unless your product is Private Label Amazon Services LLC Page 6 9/15/2009

7 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 will 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. Required Use simple and clean backgrounds that do not distract from the product; ideally, the background is pure white Create images with 300-dpi minimum; 1,000-dpi images are preferred Show the entire product. The product should occupy at least 80 percent of the image area. Include only what the customer will receive; accessories that are not part of the product should not be shown Please do not show a picture with multiple colors of your product; only the product color you are offering should be displayed in the image Prohibited Borders, watermarks, text, or other decorations Colored backgrounds or lifestyle pictures Other products, items or accessories that are not part of the product listing; only include exactly what the customer is buying Promotional text such as "sale" or "free ship" (use the Manage Promotions tool) 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 Amazon Services LLC Page 7 9/15/2009

8 Examples of good images Ideal Watch Image 2009 Amazon Services LLC Page 8 9/15/2009

9 Examples of bad images 2009 Amazon Services LLC Page 9 9/15/2009

10 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 Content Example: Feature Bullets Movement Japan 21 Jewel Automatic Self-Winding Movement (Calibre 7S26) Materials (Case/Band/Crystal) Display Special Features Water Resistance Dimensions Calendar Features Usage Stainless Steel Case with Nylon Band, Hardlex Crystal for Durability Day/Date Display with Spanish Option, Luminous Hands and Markers Screwdown See-Thru Caseback Water Resistant - 30M Case diameter: 41.5 mm Day and date calendar feature GMT function can be used to display time in a different time zone Accessories in Package Included AC adapter power V Finish Wood 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 (200 M) 2009 Amazon Services LLC Page 10 9/15/2009

11 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! 2009 Amazon Services LLC Page 11 9/15/2009

12 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. Do Describe the major product features and list product information including size, used-for and style Keep it short, but include critical information Include accurate dimensions, care instructions and warranty information Use correct grammar and complete sentences Be sure that product claims are truthful and substantiated Do Not Do not include your seller name, address, website URL, or any company-specific information Do not write about anything but the product for sale; this is your opportunity to tell the customer what they are buying Do 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 2009 Amazon Services LLC Page 12 9/15/2009

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 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. Attribute Definition Examples ItemType ItemAttributes Enables 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. Specifies other item attributes of your product. Recommended for further classification of your products in the Browse structure. Refer to the ICG for Select an item type value from the ICG, such as Dive Watches, Watch bands, or Watch Winders. Select other-item-attribute values from the ICG, such as Perpetual Calendar Function, Two-Tone, or Water-Resistant Amazon Services LLC Page 13 9/15/2009

14 allowed values. TargetAudience Specifies 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. 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 Amazon Services LLC Page 14 9/15/2009

15 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! 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 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 2009 Amazon Services LLC Page 15 9/15/2009

CATEGORY STYLE GUIDE: SOFTWARE

CATEGORY STYLE GUIDE: SOFTWARE About this document This Style Guide is intended to give you the guidance you need to create effective, accurate product detail pages in the Software category. In addition to using this document, we encourage