Prevent Listing Issues: 4 Must-Do's for Prime Day Success

Prime Day is just 3 days away! Are you fully prepared to seize this opportunity to boost sales, showcase your brand's strength, and attract new customers? During this crucial preparation period, Amazon sellers must ensure the following four tasks are completed to avoid any last-minute hiccups:

1. Ensure Your Listing is Complete
2. Ensure Your Listing is Compliant
3. Utilize the Optimization Tools Correctly
4. Use the Conversion Boosting Tools Effectively

 

Step 1: Ensure Your Listing is Complete

 

Your listing is your storefront, and its quality directly impacts your click-through rate and conversion rate. Incomplete or incorrect listings can make it difficult for consumers to find your products, negatively affecting sales.

 

Complete and accurate listings can attract more traffic and conversions, with complete listings seeing 22% more traffic and 9.8% higher order rates than incomplete ones. They also enhance the consumer shopping experience.

 

1. The Eight Key Elements of a Product Detail Page

   Amazon's product detail pages showcase all unique product information, including eight key elements: category node, keywords, images, title, bullet points, product description, A+ content, and brand name. Any issues with these elements can put your product or account at risk.

 

 

   Special Reminder: Sellers can click to view and score the completeness of their listings using the 2024 updated Amazon Listing Completeness Scorecard and online self-assessment tool.

 

2. Common Listing Deficiencies

   We have compiled the top 3 common listing deficiencies across various sites for sellers to review. Failing to address these could severely impact your Prime Day traffic and orders.

Site	Top 3 Point Deductions	Remedial Measures
USA	No product description	Edit listing in Seller Central and fill in the "Description" field
	Fewer than 4 images	Add images that meet requirements until there are at least 4 images
	Main image not zoomable	Main image with side > 1600 pixels to enable zoom
Europe	No product description	Edit listing in Seller Central and fill in the "Search Term" field
	Main image not zoomable	Main image with side > 1600 pixels to enable zoom
	Fewer than 3 bullet points	Edit listing in Seller Central and fill in 5 "Bullet Points"
Japan	No product description	Edit listing in Seller Central and fill in the "Description" field
	Fewer than 3 bullet points	Edit listing in Seller Central and fill in 5 "Bullet Points"
	Main image not zoomable	Main image with side > 1600 pixels to enable zoom

 

Note: The absence of A+ content, missing key attributes, and titles not starting with the brand name are common point deductions in the US, Europe, and Japan.

 

Step 2: Ensure Your Listing is Compliant

 

If your product information is incomplete (e.g., missing images, incorrect category, or product name), Amazon may remove these products from search results for quality reasons. Therefore, we have highlighted the key areas of image compliance and variant compliance that often cause issues.

 

1. Main Image Compliance Requirements:

• The main image must have a pure white background (RGB value 255, 255, 255).
• The main image must be a professional photograph of the actual product (no graphics, illustrations, or models).
• The product should be displayed from a single front angle without non-sale items or any logos/watermarks/text; the product should occupy at least 85% of the image area.
• The longest side of the image should be at least 1,600 pixels to enable zoom functionality on the website, but no more than 10,000 pixels.
• Amazon accepts JPEG, TIFF, or GIF file formats, but prefers JPEG (animated GIFs are not supported).
• Main images of shoes should show a single shoe angled at 45 degrees to the left.
• Main images of women’s and men’s clothing should use models.
• All children's and baby clothing images should be taken flat (no models).

   * For more image rules, search "Style Guide" in the Seller Central help page.

 

   Here are correct and incorrect examples for three common requirements:

(1) Main image background must be pure white

 

 

(2) Main image must not have text/logos/watermarks

 

 

(3) Main image must not have multiple angles/variants displayed

 

 

2. Variant Compliance:

   Variants (also known as parent/child relationships) are groups of related products differentiated by size, color, flavor, etc. When creating variants, ensure the products are fundamentally the same and only differ in size or color.

Example Image: The parent variant is a short-sleeved T-shirt, with the variant theme being color and size; child variants are blue, red, green/small, medium, large.

   Products suitable for creating a variant must meet the following six criteria:

• Accurate product information
• Fundamentally the same products
• Share the same name
• Category supports the variant theme:

The listing must have a variation option available during upload.

• Differ only in the variant theme attribute:

If the variant theme is color, then products differing in material/size cannot be created under this theme.

• No new/old version differences:

Products such as electronics with the same size and color but different versions should use the New Version feature to link the new and old versions.

 

Note: Avoid actively merging/splitting variants for listings already enrolled in promotions, as this may trigger a system review and disqualify the listing from the promotion.

 

Incorrect Example Image:

 

 

     These products have different basic designs, varying package quantities, and cannot share the same name and description. Consumers also do not like seeing these products on a single detail page.

   * You can log in to Amazon Seller Central and search for "variant relationships" for more details.

 

3. Tips for Creating Amazon Variants:

Recommended	Not Recommended
Fully describe each child product to ensure it appears in browsing and search results	Creating variant series or child products for different brands or product types
Add appropriate variant values in the product name	Adding or creating non-logically related "package quantity variants" (multi-pack products)
Establish relationships using SKU fields and parent SKU	Adding product prices and quantities to parent products
List child products under the parent SKU in inventory template files or XML	Adding variant values in the parent product name
Ensure the variant series does not exceed the limitations of common variant relationship issues	Choosing a narrow theme that does not apply to all products in the product type
	Publishing different products all at once
	Entering multiple product characteristics in the variant attribute

 

Note: If the system flags a compliance issue and you acknowledge the violation, there are four ways to appeal. The system will automatically assign different appeal methods based on the specific violation, so check the appeal requirements on the appeal page.

 

Step 3: Use Optimization Tools Correctly

 

To help sellers better repair and check the status of their listings, improve key attributes, and provide consumers with a new product detail page experience, Amazon has launched two free tools: Fix Your Product and Listing Quality Dashboard.

 

Note: These tools are now integrated into the new Inventory Management main panel and can be found in Seller Central -> Inventory -> Manage All Inventory.

 

1. Fix Your Product Tool

   This tool helps you discover and fix SKUs suppressed in search due to listing quality issues (e.g., missing color or size, missing main image, title too long). Most issues can be detected and addressed immediately without leaving the page, improving optimization efficiency. Available to sellers on all sites.

Find Path:

• Find Listings at Risk of Removal: Under the "Product Status" dropdown, select "At Risk of Being Suppressed in Search Results" to view ASINs at risk and address them promptly to avoid removal.
• Fix Suppressed Listings: Under the "Product Status" dropdown, select "Suppressed from Search Results" to view and fix suppressed listings, returning them to consumer search results.

 

2.  Listing Quality Dashboard

This tool helps you identify and prioritize important product improvements. The dashboard shows the key attributes Amazon recommends for each ASIN, ranked by relevance and importance, helping sellers efficiently improve listing quality.

 

Besides missing attribute reminders, sellers can also see more quality optimization suggestions for individual ASINs from Amazon, quickly enhancing listing completeness and boosting product exposure and conversion rates.

 Find Path: Product Status -> Improve Product Information Quality -> Find the ASIN to adjust -> Click Improve Product Information Quality

 

Step 4: Use Conversion Boosting Tools Effectively

 

Attracting traffic is just the first step; conversion is the key to winning big promotions! To help sellers create high-traffic, high-conversion listings, Amazon has opened up new tools! Previously limited A+ Content and Vine Program tools are now available to all sellers.

 

1. A+ Content (Available to All Professional Sellers)

   Use A+ Content to customize your product detail pages, adding rich text and image modules for product comparisons. These enhancements help buyers understand your brand story and product features, addressing common questions and promoting repeat purchases, leading to an average 8% increase in sales.

Applicable to: All sellers with a Professional Selling Partner account.

 

A+ Content Application Process:

Search ASIN or product name to start creating A+ Content -> Choose A+ Content type -> Select one or more modules to create your unique A+ Content -> Submit changes for review -> Once approved, your A+ Content will be published.

 

2. Vine Program for Rapid Reviews

   The Vine Program (Amazon Vine) is a review management tool that helps sellers obtain high-quality reviews for their products. By providing products for free to carefully selected Amazon Vine reviewers (Vine Voices), sellers can quickly gain authentic and reliable reviews, helping more buyers make informed purchase decisions and boosting conversion rates.

Applicable to: Sellers with a Professional Selling Partner account

Applicable Sites: USA, Canada, UK, France, Germany, Italy, Spain, Japan

The parent ASIN must meet the following conditions:

• Fulfilled by Amazon (FBA) with available FBA inventory. Remote Fulfillment with FBA (NARF) and Pan-EU not supported.
• Product detail page has fewer than 30 reviews and ratings.
• Product is "New" condition.
• Not an adult product/digital software or app/overweight item.
• Product has a title, image, and description.
• Product must be published at registration, not awaiting publication.

 

Vine Program Application Process:

• Step 1: Enter the parent ASIN to register in the Vine Program search box.
• Step 2: Set the number of units available for claiming (up to 30 per parent ASIN) and submit.

 

Note: After registration, sellers can track the claiming progress and review feedback in the dashboard. For ASINs not claimed, sellers can withdraw from the Vine Program and re-register the ASIN.

 

Dear Amazon sellers, please quickly check if your listings are complete and compliant. Use the available tools to optimize them right away!