Overview

Product attributes are the specific data points that describe your items on Amazon, from basic details like color and size to more complex specifications like wattage or unit count. Getting these attributes right is one of the most overlooked yet impactful steps sellers can take to improve search visibility and conversion rates. Amazon has published updated guidance on how attributes work, how they're categorized, and how to avoid common listing errors.

Key Points / What Sellers Need to Know

• Attributes drive search indexing — Amazon uses product attributes to determine which search queries your listing appears for and which filter options (the checkboxes in the left sidebar) apply to your product.
• Three attribute tiers exist — Amazon organizes attributes into Required (must be completed to create a listing), Recommended (attributes customers commonly look for), and Optional (the full set of available fields).
• AI shopping assistants use your attributes — Amazon's Rufus AI assistant pulls from your product attributes to answer customer questions, making thorough attribute completion more important than ever.
• Attribute lists are regularly updated — Amazon continuously curates attribute requirements based on customer trends, so sellers need to stay current with changes.
• Templates older than 90 days may be outdated — If you use flat file templates, always download a fresh copy to ensure you have the latest attribute fields and requirements.

How Product Attributes Work

Every product type on Amazon comes with its own set of applicable attributes. Apparel items might require color and size, while lighting products need wattage and bulb type. Some attributes are compound fields that combine multiple values — for example, unit count requires both a number and a unit type, such as "12 count" or "6 pack." These attributes serve two critical functions: they help Amazon's search engine index your products so they appear in relevant queries, and they give customers the detailed specifications they need to evaluate your product without leaving the detail page. The more completely you fill out your attributes, the more opportunities your listing has to surface in filtered searches and the more confidence buyers will have when making a purchase decision.