Amazon Category - Jewelry & Watches

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Amazon's Jewelry Category has some specific data requirements that should be provided to list your Jewelry and Watch products on Amazon as well as to ensure the buyer has a positive shopping experience. Additionally, Amazon has strict requirements for Sellers in this category and approval to sell is required. New Sellers should visit the Categories Requiring Approval to review if the category is avaible or closed and to apply for consideration.

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You should be familiar with these requirements when listing your items to Amazon through ChannelAdvisor.


Jewelry & Watch Departments

Jewelry products are organized on Amazon in a browse structure so that buyers can easily locate the product they are searching for. For example, the browse structure allows organization by Department, Designer, Metal and Price. The browse structure is defined in the Amazon Browse Tree Guide  (the latest copy can be downloaded from Amazon Seller Central)  where the Item Type Keywords are indicated.

The Department section of the browse structure is used to classified a product as either womens, mens, girls, boys, wedding, religious or novelty.  To have your product classified as a fine or fashion product under a gender of womens, mens, girls or boys, you will need to indicate a Department Name in conjunction with a Item Type Keyword. If you do not indicate a Department Name on your product, it may be classified under the novelty section.

The Deparment is also a required field for listing Watches.

The ChannelAdvisor template provide a place for you to indicate your product's Department Name as well as its Item Type Keyword . The valid values for Department name are: womens, mens, girls, boys, unisex-adult and unisex-child.


Fine Versus Fashion Classification

Jewelry listed on can be categorized as either "fine" or "fashion" depending on the jewelry materials. Follow these guidelines to ensure that your products are correctly listed. Incorrectly categorizing and/or misrepresenting fashion jewelry as fine jewelry or fine jewelry as fashion jewelry may result in suspension or removal of your selling privileges.

1.1 Fine Jewelry

  • Fine jewelry is made of precious metal and/or set with precious or semi-precious gemstones and/or pearls:
    1. Fine jewelry metals include gold (bonded, yellow, white, rose, tri-color), platinum family metals (platinum, rhodium, palladium, iridium, ruthenium, osmium), and sterling silver.
    2. Fine jewelry gems include Alexandrite, Almandite, Amethyst, Andradite Garnet, Apatite, Aquamarine, Aventurine, Beryl, Diamond, Chalcedony, Citrine, Emerald, Garnet, Indoclite, Jade, Lapis Lazuli, Morganite, Opal, Padparadscha, Peridot, Pezzottaite, Ruby, Sapphire, Scapolite, Tanzanite, Tsavorite, Topaz, and Tourmaline.
    3. Fine jewelry pearls include cultured pearls (Akoya, Biwa, Chinese freshwater, freshwater, hybrid, Keshi, Mabe, Majorca, South Sea Baroque, South Sea, Tahitian) and natural pearls.
  • Fine jewelry also includes:
    1. Jewelry made with an underlying precious metal and plated with a precious metal;
    2. Vermeil; and
    3. Gold-filled jewelry.

2.1 Fashion Jewelry

  • Fashion jewelry is not made of precious metals (except precious metal plating over base metal) and does not contain any of the precious or semi-precious gemstones, pearls, or other materials listed in Fine Jewelry.
    1. Fashion jewelry metals include base metals, such as brass, cobalt, copper, iron pyrite, stainless steel, titanium, and tungsten.
    2. Fashion jewelry gems include Agate, Amazonite, Amber, Amblygonite, Ametrine, Ammolite, Andalusite, Azurite, Bloodstone, Blue Chalcedony, Blue Zircon, Brazanite, Carnelian, Cat's Eye, Chrome Diopside, Chrysoberyl, Chrysoprase, Cinnabar, Copper Sunstone, Coral, Crystal, Cubic Zirconia, Danburite, Diaspore, Diopside, Drusy Quartz, Flourite, Fluorite, Goshenite, Green Chalcedony, Green Quartz, Hauyne, Heliodor, Hematite, Hessonite, Hiddenite, Howlite, Iolite, Jasper, Jet, Kunzite, Kyanite, Labradorite, Lavender Chalcedony, Lemon Quartz, Malachite, Marcasite, Medusa Quartz, Moissanite, Moldovite, Moonstone, Mother of Pearl, Onyx, Orange Chalcedony, Ouro Verde Quartz, Petalite, Pink Chalcedony, Pink Quartz, Prasiolite-Quartz, Prehnite, Purple Spinel, Quartz, Rhodochrosite, Rose Quartz, Rutilated Quartz, Sardonyx, Scapolite, Serpentine, Shanseres, Smoky Quartz, Sodalite, Sphalerite, Sphene, Spinel, Strontium Titanate, Sunstone Feldspar, Tashmarine Diopside, Tiger Eye, Turquoise, Zandrite, Zircon Gemstone, and Zoisite.
    3. Fashion jewelry pearls include simulated pearls and faux pearls.
  • Fashion jewelry also includes jewelry made with an underlying base metal (brass, cobalt, copper, iron pyrite, stainless steel, titanium, tungsten) and plated with a precious metal.
  • Other fashion jewelry materials include enamel, epoxy, glass, horn, leather, plastic, resin, rhinestone, rubber, shell, and wood.


Jewelry Product Type Attributes 

The attributes and their valid values are determined by the Product Type of the jewelry item. Please refer to the Amazon Jewelry Data Requirements file (the latest copy can be downloaded from Amazon Seller Central) to see what attribues are needed to satisfy the requirements of that product type. The information is contained in a flow-chart fashion from start to end.

The Product Types are:

  • FashionEarring
  • FashionNecklaceBraceletAnklet
  • FashionOther
  • FashionRing
  • FineEarring
  • FineNecklaceBraceletAnklet
  • FineOther
  • FineRing
  • Watch
The important attributes are:
  • Form Factor: includes the Product Type (Such as FineRing or FashionEarring), as well as offer-specific elements like images, price, and quantity and the Item Type
  • Setting Theme: consists of the Metal Type and, for certain product types, Material Type
  • Setting Validation :consists of the Metal Stamp
  • Product Type Specific: includes product type specific attributes that are required for listing
  • Defining Elements: contains information required for that product type that defines it
  • Product Attributes : special data requirements for products with diamonds, gemstones and pearls
  • Certification Requirements: provides required certifications for jewlery with diamond or stone weights over a certain level

To understand this further we will use the FineRings product type as an EXAMPLE to illustrate the process:

  • In the Jewelry Data Requirements sheet on the FineRings tab, you can look left to right to understand the four areas.
  • Form Factor provides a list of required fields and the applicable values for Product Type of FineRing
  • Setting Theme and Setting Validation list the applicable values for these two fields such as Metal Type = White-gold and Metal Stamp=24k
  • Product Type Specific provides required Ring Size and Width fields
  • Under Defining Elements you will notice that one of four areas are relevant as valid values:
    • GemType = Diamond Values
    • GemType = Gemstone values
    • MaterialType = Pearl
    • MaterialType=Null, no value (metal only)
  • Additional required attributes are then listed based on the defining element chosen above.

In summary, a Seller will be unable to list an item as a Fine Ring if product attributes do not match the appropriate definitions for that Product Type.


Required & Recommended Fields

In some Amazon locales (US, for example), some fields are now required fields in the Fine Jewelry product type:

  • Metal Type for example, White-gold, Sterling-silver, Platinum
  • Metal Stamp  – for example 18k, 24k
  • Item Type  – for example charms, loose-gemstones, bracelet-and-necklace-sets
  • Department Name – For Jewelry and Watches, Department Name replaces the Target Audience Keyword. Please enter the department name that your SKU is intended for. You will choose from a list that includes, for example: womens, mens, girls, boys, unisex-adult, unisex-child.
  • Gem Type – Fill out the Gem type attribute if your piece of jewelry contains a gemstone. (e.g., diamond, turquoise). Choose from a list of specific gem types.

The Metal Type and Metal Stamp fields are required for all Fine jewelry and some, but not all, Fashion jewelry. For example, Fashion jewelry made out of leather, plastic, resin, rubber and wood do not require the metal type and metal stamp. Please consult the Amazon Jewelry Data Requirements document for complete information.

Recommended Attributes:

  • Material type (example: leather)
  • Pearl type (example: freshwater-cultured)

Valid Values

  • In late 2013, Amazon updated the valid values for the Metal type, Gem type, Pearl type and Material type to provide a more comprehensive list to help you accurately describe your SKU.


Categorization of Jewlery Products

The Amazon Browse Tree Guide (BTG) will instruct you as to which Item Type Keyword (ITK) should be used for your product. In addition to the ITK, Amazon will sometimes reference additional data refinements, that if included, will help buyers locate your products by having them show up in the left side browse structure.

For example, if you are selling religious jewelry, Amazon suggests an ITK as well as a Subject Content of " religious-symbols". 

In the BTGs, Amazon will often refer to field names using term that cannot be readily found on the ChannelAdvisor Amazon template. Below are 3 terms that they use and how they map to the values in ChannelAdvisor:

  • thesaurus_subject_keywords = Subject Matter = Subject Content (on our Amazon Common template)
  • thesaurus_attribute_keywords = Other Attributes (on our Common template)
  • specific_uses = Intended use = Used for (on on Common template)



  1. Why does Jewelry require more product attributes than most other categories?
    • Amazon found that at the start of their shopping experience, customers often rely on product specifications to narrow their searches. Therefore in an effort to provide as much helpful information as possible to deliver satisfying search results to customers. To do that the changes focus on gathering additional product attributes.
      • The search results display and detail page display will default to the child ASIN versus the parent ASIN default. The detail page display will update when a different child (such as a different ring size) is selected. An updated image, updated specs, and updated shipping availability information will display. This is especially valuable if you are using our FBA service, as buyers will know exactly when they will receive your products shipped from Amazon's fulfillment center.
      • New products will require data for a greater number of attributes by product type (such as Fine Ring, Fashion Earring, etc.).
  2. What is the difference between Fine and Fashion?
    • Amazon distinguishes fine and fashion not by price point or category, but by key defining attributes. For example, alternative metals do not fit into their fine jewelry store, and fine jewelry products require more descriptive attribute information. See Fine versus Fashion Classification section for more information.
  3. How will I know if I am submitting the required data?
    • During the submission process, you will receive an error message if there is any data deficiency. You will then be able to fix the data and resubmit. The acceptance of your submission is your confirmation that your products include accepted values for the required data fields.
  4. How do I imporve my chances of getting approved in this gated category?

Amazon Services provided this response:

Some categories on Amazon require special approval to sell items. These categories are those that limit the addition of new sellers to the category because, for example, of the volume of existing sellers in the category or the types of brands represented in the category. Categories which require approval have strict image, product and data guidelines for the products sold within the category. We need to review a seller's data and image quality to insure it meets the guidelines in order to grant approval to sell in an approval-required category.

Specifically, the jewelry category has the following guidelines:

1) Sellers must provide a website or image hosting site with product images that can be reviewed to be considered for approval to sell on Amazon.
2) Products from major brands must be listed using the manufacturer's UPC code.
3) All products must be NEW. Amazon does not allow any used products.
4) All products must be authentic. Amazon does not allow any counterfeit, replica or knock-off products.
5) Sellers must employ quality control and inspection procedures. All products must be properly stamped with the country of origin and metal type.
6) All Jewelry products must carry a warranty. Sellers must disclose the warranty type for each product they list, indicating whether it is a manufacturer's warranty or their own warranty.
7) Images must have white backgrounds and cannot contain inset images, watermarks, or unauthorized content.

5. How do I List Loose Gems and Diamonds?

See the Jewelry Data Requirements for FineOther:

Product Type = FineOther
Item Type Keyword = loose-gemstones
Metal Stamp = "Not stamped"
Metal Type = "Loose-stone-only "
Gem Type = See list of Valid Values (e.g. diamond, black-diamond, champagne-diamond)
Stone Shape = See list of Valid Values (e.g. pear-shape, round-shape)
Stone Cut = See list of Valid Values (e.g. good-cut)
Stone Clarity = See list of Valid Values (e.g. FL)
Stone Color = See list of Valid Values (e.g. D-F, white)
Stone Weight or Total Diamond Weight = decimal value

Stone Creation Method = See valid values (e.g. natural, synthetic)
Stone Treatment Method = See valid values (e.g. heat-treated, dyed)
Setting Type = other-type


Image Requirements

  • Images must be border-free and on a white background. 
  • Images must not include text, typeset, or your company watermark. 
  • Products must be recognizable, in focus, well lit, and occupy 80%-90% of the image area. 
  • Items must be outside any packaging, shrink-wrap or any type of display 
  • No models wearing products. 
  • The entire product must be depicted in the image – no part of the product can be cropped out. 
  • Minimum acceptable size is 72 dpi @ 500 pixels on the longest dimension. 
  • Maximum acceptable size is 300 dpi @ 2100 pixels on the longest dimension. 
  • Images must be .JPG files.


Additional Information

For additional information on helpful hints for your business in the Amazon Jewelry category, please review the following in Seller Central Help:

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