Amazon Confidential

Grocery Styleguide
Contents
Representation of Compliant Listing on Detail Page ................................................................. 1
Representation of Non-Compliant Listing on Detail Page ........................................................ 2
Detailed Image Guideline ............................................................................................................. 2
Detailed Title Guideline ................................................................................................................ 9
Detailed Bullet Point Guideline .................................................................................................. 10
Detailed Product Description Guideline.................................................................................... 11
Item Package Quantity ............................................................................................................... 11

Product Detail Page: The detail page shows information about the product, including images, product specifications, and prices. It also
shows customer-generated content such as customer reviews and other post-purchase feedback.

This can help to make an informed purchasing decision, Product Detail Pages with rich & accurate information and high resolution product
images inspire a customer to spend more time shopping for your products to discover a selection matching her style, latest trends and
preferences. This also helps to generate a high traffic. The standard amazon product detail pages have various components which directly
impact the customer’s online buying experience. These key features have been highlighted below

Representation of Compliant Listing on Detail Page

Brand Name + Product Type [Size/Style/Flavor] + [Quantity (if Applicable)]

Main Image – Front view of the pack
Second Image – Back view of the pack
For more details on image guidelines Brand Name Product Type
please review page 2-8

Quantity
Bullet points
1. Flavor
2. Benefits of product usage
3. Special Ingredients
4. Item Weight
5. Storage Instructions

Describe in detail about the product textures, material pattern, design

and occasion.

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Representation of Non-Compliant Listing on Detail Page

Image has:
1. Package view is not available
2. Front, Back, Flips of all sides of Title has:
cover not available 1. No Brand Name
3. No Labelling Information 2. No Quantity
3. No Applicable Flavors

Sample of Bad bullet point

1. No e mail ID’s, Website URL
2. No promotional details/Pricing Info
3. No Sale/Shipping details
4. No irrelevant details or irrelevant keywords

Sample of Non-compliant Product Description

- No Sale/Website URLs/ Pricing information
- No irrelevant keywords/statement
Detailed Image Guideline
Every product on Amazon needs six product images. Product images are displayed on the search page and the product detail page. A professional image
helps customers discover your product and can drive traffic to your product listings. Choose images that are clear, straightforward, and easy to understand.
They must accurately represent the product and be information - rich and attractively presented. Show only the product that is being offered
for sale, with minimal or no propping. Text, logos, and inset images are not allowed.
Whenever possible, provide several images, with each one showing different angles and details of the product. This is your opportunity to show your
product to your customer, so quality matters. It is your responsibility to ensure that you have all necessary rights to the images you submit.

All sellers who display or offer any food for sale to the customers through e-commerce shall ensure that clear and legible image of complete label
information, of each Food ASIN (excluding Batch number/lot number, best before, expiry date) is made available for the customers. This regulation is as
per the “Guidelines for operations of E-commerce Food business Operators” by the FSSAI (Food safety and Standards Act. The Guidelines are available
here

Accordingly, all sellers listing Food on Amazon are mandated to display the complete label information of Food Packages.

What all information should a label contain?

We want the customer to easily view all the information that is visible on the product (on the back, sides and/or top) since this information is important
to make a purchase decision for buying a food product. Further, we want to show the ingredients separately since some customers may have allergies
and may need to check ingredients before purchase. Nutritional information needs to be displayed separately for the health-conscious customers. Also,
FSSAI License of the manufacturer/Brand needs to be displayed separately. Customer should be able to see all information, applicable in accordance with
FSS (packaging and labelling standards), 2011:

 Product Name
 Veg Logo / Non – Veg Logo
 Ingredients List
 Nutritional Information
 Net Weight / Quantity
 Manufacturer name and address
 Customer Care Contact Details

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 FSSAI Logo & License Number

 Instructions for Use/Storage, if any
 Importer Details & License Number if applicable

How to Show Complete Label Information to the consumer?

The shape of a food package can be rectangular, square, circular etc. A customer will be able to see complete information only when Images of all sides
of the Food Package are displayed. For example: A rectangular or square package should have all 6-side images.

To help the customer get complete information, each food ASIN needs to have the following set of images on the detail page:

 Front Image - Must Have

 Back Image – Must Have
 Left & Right Side Image – Must Have, if applicable (example rectangular, square, bottles)
 Bottom & Top Image – Must Have, if applicable (example rectangular, square, bottles)
 Cropped nutritional information image – Good to have separately
 Cropped Ingredients label image – Good to have separately
 FSSAI License Number of Manufacturer/Brand – Must have
 Importer FSSAI License – Must have for imported foods
 Special Instructions for use or preparation – Good to have separately, if applicable (example : Infant Foods, Diet & Nutrition Products)

Scenario Example Image 1 Image 2 Image 3 Image 4 Image 5 Image 6

Cropped
Cropped Nutritional
Ingredient
When Label has Information Cropped Veg/Non-Veg Logo
Pillow Pack / Front or
information on Back Image or FSSAI License or
Pouches Image Cropped
two sides Cropped Customer Care on Product Instruction for Use
Manufacturer
Details
Address
Cropped Cropped
Rectangular Ingredient Nutritional
When Label has
Boxes Front or Information
information on Back Image Left Image Right Image
Circular Image Cropped or
three to five sides
Cans/Jars FSSAI License Cropped Customer
on Product Care Details

Image Do’s and don’ts:

Compliant Image – Sample Non-compliant Image – Sample

 JPEG (.jpg), TIFF (.tif) or GIF (.gif) format; JPEG preferred.  Resolution should not be less than 1200 pixels
 100% White Background on secondary images  No Borders, watermarks, text, other decorations
 Do not use any other format like TIFF, PDF. Black and white images are
 Image must be a photograph. No line drawings allowed.
not accepted
 Show the entire product; the product should occupy at least 80% of
the image area.  Do not display partial view or small size of product
 72 dots per inch resolution.  Do not use color background
 If bundled product, it is not necessary to show the entire LOT, a single
 Plain white (hex #ffffff) background.
image of the product will suffice.
 At least 500 pixels on each side preferred; 3000 pixels permitted. To
activate zoom: between 1280 and 3000 pixels on the longest side; to
take full advantage of zoom we recommend at least 2560 pixels on the
longest side  No sketches of products or lifestyle pictures are allowed
 Placeholders for images (such as "no image available", "preliminary
 sRGB colour mode. 8 bits per channel. PC or Mac format.
Images")
 Gift images (used to show gift wrap) must be 71 x 71 pixels  Images containing graphs of product ratings
 Your store logo image must be a 120 x 30 pixel image.  Promotional text such as "sale" or "free ship"
 Secondary images should complement with main image  No spaces in the file names.

Note: Amazon.in. can reject any images that do not display complete label information and do not meet any of the above standards.

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1. Boxes:
A Box can be rectangular or square. Information can be present on four to six sides of the package. Example: Cereal Boxes

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2. Pouches / Pillow Packs:

Pillow pack can be two sided or four sided. Information can be present on two to four sides of the package. Example: Candy Pouch

A. Two-sided Pillow Pack Example: 1

Example 2

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Four-Sided Pillow Packs

3. Bottles / Cans / Jars:

A bottle can be rectangular or circular. Information can be present on two to four sides of the rectangular bottles or entire rounded panel
of circular bottles. Example: Pickles, Jams, Honey

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A. Circular Bottles / Cans / Jars

b. Rectangular Bottles / Cans / Jars

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4. Flats: Bottles / Jugs:

Flat Bottles have information present on two sides of the package. Example: Sauces & Dips.
a) Flat Bottles

b) Flat Jars

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5. Rounded Tubs: A rounded tub is circular. Information can be present on top and bottom as well as on entire rounded panel.
Example: Butter Cookies.

Detailed Title Guideline

Your product title is the first thing customers see when visiting your detail page and is vital in helping customers to find your products when they
search online or visit Amazon.in .

Titles also give important information to browsing customers, increasing the chances that they will click on and purchase one of your items. 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.

DO DON’T
 Do not construct with brand name at the last on in middle of the
 Start with brand name exactly as mentioned under Brand
title. Do not use your seller name for Brand or Manufacturer
attribute.
information, unless your product is Private Label
 Do not use ALL CAPITAL LETTERS also do not capitalize
 Capitalize the first letter of each word E.g., Optimum Nutrition
Conjunctions (and, or, for) articles (the, a, an) prepositions with
100% Whey Protein - Gold Standard, Chocolate, 1Kg
fewer than five letters (in, on, over, with, etc.)
 Make sure that the title does not contain more than 150  Do not include promotional messages such as “Sale” or “Offer” in
characters and less than 14 characters the title
 If a bundled product, state value in parenthesis as (pack of X)  Do not include symbols in your listings such as ! * $ > @
 Use numerals (2 instead of two)  Do not use email IDs, URLs, seller contact information in title
 Do not provide pricing ,shipping cost, company information, seller
information
 Do not repeat words in title

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Construct your title always considering variations basis attribute – Size/Style/Flavor/Quantity

Compliant Title – Sample Non-compliant Title – Sample

Parent ASIN: Brand + Product Name

 EnviroKidz Organic Cheetah Crispy Rice Bars  Cheetah Crispy Rice Bars
 Optimum Nutrition Gold Standard 100% Whey Protein  OPTIMUM NUTRITION 100% WHEY PROTEIN
Child ASIN: Brand + Product Name [size/style/flavor] + [quantity (if applicable)]
 EnviroKidz Organic Cheetah Crispy Rice Bars, Berry, 6 Cereal Bar  EnviroKidz Organic Cheetah Crispy Rice Bars
 Optimum Nutrition Gold Standard 100% Whey Protein, 80  Optimum Nutrition Gold Standard 100% Whey Protein, 80
Servings, Chocolate Servings
 The Original Donut Shop Keurig Single-Serve K-Cup Pods, Medium
 THE ORIGINAL DONUT SHOP KEURIG SINGLE SERVE K-CUP PODS
Roast Coffee, 144 Count

Detailed Bullet Point Guideline

The Key Product Features bullets on the detail page give the customer more details about the product and can influence the customer purchase
decision. Customers use this section to get a snapshot of the product. They may finalize a purchase decision based on this information alone.

There are five featured bullets, each with a recommended maximum of 80 characters per line.

Refer below format of bullet points:

1. Recommended bullet points: First 3 bullet points should contain below pointers of your products.
- Flavor/Size/Count of pack/Quantity
- Benefits of product usage
- Special Ingredients

2. Additional Bullet Point: Remaining two bullet points can be customized by adding details of your product
- Storage Instructions
- Any special features

Sample of compliant bullet point:

1. Coffee K-Cup for Keurig Gourmet Single Cup Brewer

2. Airtight (unlike pods) to lock in freshness and flavor
3. Brewing occurs inside the K-Cup so no flavor residue is left behind to spoil the next cup
4. Our roasting partners take pride in their coffee and tea and trust Keurig to deliver their unique taste right to your home
5. A perfect gift for coffee lovers
DO DONT’s

 Do not include your seller name, e-mail address, website URL, or

 Be clear, specific, and include product features
any company-specific information.
 You should not be using irrelevant keywords such as-Original,
 In bullets with multiple phrases; separate the phrases with best quality, high quality etc. The description helps customers to
semicolons evaluate a product, so any non-product-specific information can
distract from a customer’s purchase decision
 Do not Include detail specific to your listings, such as pricing,
 Write numbers as numerals (2 instead of two)
promotional or shipping information
 Do not include subjective or time-sensitive comments such as
 Highlight the five key features you want customers to consider
"great value" or "hot this year"
 Do not include promotional language such as "sale" ,
 Begin each bullet point with a capital letter
“promotion”
 Reiterate important information from the title and description  Use ending punctuation like full stops or exclamation marks

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Detailed Product Description Guideline

This section is an opportunity to sell or promote the product & brand. Speak about its USP, design aesthetics, brand information etc. An
accurate and consistent description of an item enables a customer to gain insight into a product and improves the overall shopping
experience. Use the product description to describe the product clearly and differentiate it from similar products. A text description about
the product written in a sentence with maximum 2000 characters and not less than 200 characters.

DO DONT’s
 Describe the major product features and list product information  Do not include your seller name, e-mail address, website URL, or
including size, used-for and style any company-specific information
 Do not write about anything but the product for sale; this is your
 Keep it short, but include critical information
opportunity to tell the customer what they are buying
 Do not include promotional language such as "sale" ,
 Include accurate dimensions, care instructions and warranty information
“promotion” etc
 Use correct grammar and complete sentences  Do not use irrelevant keywords

 Ensure that product claims are truthful and substantiated.  Do not add price details

Sample Compliant Product Description:

Grown at high altitudes on the island of Sulawesi (formerly Celebes) in the middle of the Malay archipelago in Indonesia. Kalossi is the small
town in central Sulawesi which serves as the collection point for the coffee and Toraja is the mountainous area in which the coffee is grown.
Celebes exhibits a rich, full body, well-balanced acidity (slightly more than Sumatra) and is multidimensional in character. This is a rare coffee,
considered to be among the finest in the world

Item Package Quantity

The Item Package Quantity (IPQ) provides customers with information on the number of units within an offer. Make sure you enter the
correct IPQ in your listing data so your product will attach to the correct detail page.

Note: Most manufacturers create UPCs for products that are sold as a set (for example, 2 packs of coffee sold as 1 unit). However, some
sellers break up these sets and sell the products as single units. To minimize detail page errors and customer confusion, it is important to
always include the IPQ for products that could be sold either in a set or as single units.

IPQ (Item Package Quantity) Number of items

Describes the total number of items contained in this product, such
that each individual item is not necessarily packaged for individual
The number of units in the item being offered for sale, such that each unit
sale.
is packaged for individual sale and has a scanable bar code.
For example, if the item for sale is a case containing 5 boxes of 100
For example, a box of 12 cans of soda, each with a scannable bar code,
paperclips each, then item-package-quantity = 5 and
would have an item-package-quantity of 12.
number_of_items = 500. The number-of-items sets the Pack of
number_of_items sticker on the image

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