Overview

Amazon has rolled out a size‑normalization engine that automatically converts the unit count and unit‑count‑type attributes in a seller’s catalog into a uniform display on search results and product detail pages. The change went live across all marketplaces in early 2024 and is designed to give shoppers a consistent view of quantity information, which Amazon says boosts conversion rates. Sellers must verify their catalog data now to avoid missing or misleading size displays that could hurt sales.

Key Points

• Standardized quantity format — Amazon rebuilds the “size” field from the unit count and unit‑count‑type attributes, so a “100‑count” vitamin bottle will always appear as “100 Count” regardless of how the seller originally entered the data.
• Cross‑region localization — The same product shows “100 Count” on Amazon.com, but will be rendered as “100 pcs” on Amazon.co.uk, matching local conventions without any extra effort from the seller.
• Conversion advantage — Listings that contain valid, well‑structured size data experience higher purchase rates, according to Amazon’s internal metrics, because shoppers can compare quantities instantly on the search page.
• Filter eligibility — Properly normalized items are eligible for size‑based filters (e.g., “10 oz”, “500 ml”), while malformed or empty size fields cause the product to be omitted from those filtered results.
• Catalog‑first responsibility — The visual output now depends entirely on the accuracy of the underlying unit count and unit‑count‑type fields; styling tricks in titles or bullet points no longer affect the displayed size.

How Size Normalization Works

1. Attribute extraction — Amazon reads the unit count (numeric value) and unit count type (dropdown selection such as Count, Fl Oz, Gram, Pack) from the seller’s catalog record. Example: A listing shows a unit count of “12” and a unit count type of “Pack”.
2. Display construction — The system concatenates the two values into a standardized string that follows Amazon’s style guide for the marketplace. The previous “12‑Pack” entry is rendered as “12 Pack” on the US site and “12 packs” on the UK site.