Overview

Amazon has published a consolidated guide within Seller Central outlining exactly how sellers should build and optimize their product detail pages. Covering everything from title formatting and image standards to variation structure and bullet point rules, the resource serves as Amazon's own playbook for creating listings that rank well and convert. For sellers looking to sharpen their catalog without increasing ad spend, these guidelines offer a clear checklist of what Amazon considers a well-built listing.

What the Guide Covers

• Attribute tiers — Amazon breaks listing fields into required, conditionally required, and optional categories, each with different impacts on discoverability
• Title optimization — Specific formatting rules, character limits, and prohibited elements for product titles
• Image standards — Technical specs and content policies for main and supplementary photos
• Variation structure — Rules for grouping related products under parent-child relationships
• Bullet points — Guidelines for writing scannable, compliant feature highlights
• Description fields — How to use product descriptions to complement other listing elements

Attribute Tiers Explained

Amazon organizes listing attributes into three tiers that directly affect how products appear in search. Required attributes are the basics every listing needs: title, main image, description, and price. Conditionally required attributes depend on the product category — apparel listings may need size and color fields, while electronics require technical specifications. Optional attributes such as recommended uses, care instructions, and backend keywords can boost searchability even though they are not mandatory. Sellers can locate their category-specific requirements through Amazon's Browse Tree Guides or by searching for category style guides in Seller Central.

Title Formatting Rules

Product titles remain one of the strongest levers for organic search visibility. Amazon recommends leading with the brand name followed by product type, capitalizing the first letter of each word except prepositions and articles, and including key variation details like dimensions, color, or pack quantity. Numerals should replace spelled-out numbers, and standard abbreviations such as "cm" or "oz" are preferred over full words.