Amazon Template Best Practices

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Amazon has over 100 fields available for retailers to use when describing their products. Some like "Title" are self explanatory, other fields are not so straightforward. We would like to further advise you on setting up those fields.






General Template Best Practices

  • To utilize the Amazon template as efficiently and easily as possible, you need to understand how your inventory is structured and saved in ChannelAdvisor. The more consistent you are with your inventory, the easier it is to use business rules and lookup lists .
  • Try to limit your inventory to one template. Keep in mind that all category-specific tabs will appear in every template. So, if you do not plan to send products for that category with that template, you will still need to include values for the required fields on that category tab.
  • To ensure a product is not sent to Amazon, or is withdrawn once listed, remove it from the label .
  • Changing the Amazon feed to "Inactive" status for items currently live on the Amazon feed label does not pull the items off of Amazon. It just keeps us from sending a feed to Amazon. To ensure a product is removed from Amazon it must be removed from the label while the feed is in an active status.
  • Manage your Amazon account through the ONE ChannelAdvisor account that it is associated with. A single Amazon account can be associated to ONE ChannelAdvisor account. Setting up Amazon information in multiple ChannelAdvisor accounts can lead to a variety of issues, particularly duplicate and/or missing order information.


Common Template Best Practices

The common tab is where you will find any and all data fields requested by Amazon for any product regardless of category – eg. title. Some fields on this page that are important for sellers to understand are:

Template FieldField DescriptionBest Practice Benefit
Title (Required) A short title that will be displayed in bold on the product detail page.
  • Utilize the 500 character limit that Amazon allows*
  • Use relevant keywords (Example: [Brand] + [Series] + [Product] + [Defining Attributes (measurements, color, case qty)] )
  • Don't include Stock numbers (UPCs), Promotional Terms (Free, Bonus etc..) or Marketing Terms (Stylish, Fabulous etc..)
  • Each word in your title is looked at by Amazon as a unique search term
  • Well thought out titles containing common keywords can greatly enhance your product's visibility
  • *The Amazon Clothing Store is continually looking for ways to improve the overall customer shopping experience. Based on our research for mobile users, Amazon has changed the maximum Parent ASIN Title length from 150 characters to 80 characters (including spaces) to provide the optimal customer experience for desktop and mobile shoppers. When updating or creating new titles, please follow these guidelines:

    Format of Titles for Parent ASINs of Variation Products: [Brand] + [department/(and Special Size, if applicable)] + [product name]

    Format of Titles for Stand Alone or Child Products: [Brand] + [department/(and Special Size, if applicable)] + [product name] + [size] + [color]
Category (Required)

Use this field to indicate to ChannelAdvisor which categories you are selling in. Based on the category(ies) maped here, ChannelAdvisor will reference and send the appropriate category-specific template fields. 

Mapping the Field

Category Values to use by Locale

  • If listing in one category, select the appropriate category value from the predefined dropdown.
  • If listing in multiple categories, you may either create a category attribute and map to that field or you may need to utilize a lookup list.
  •  Your category specific information will be sent.
Product ID & Product ID Type (Required) The unique product ID and ID type that you are using to list your products to Amazon. 
  • Send UPCs (US Sellers) or EANs (UK, French and German Sellers) or JAN (Japanese sellers)
  • Avoid sending ASINs
  • UPCs, EANs and JANs are constant and cannot change. In most cases, Amazon will require that the listing has a UPC or EAN. In some cases, an exception can be obtained via the Amazon Brand Registry program or by applying directly to Amazon for an exception.
  • ASINs are owned by Amazon and can change at any time.

Item Type (US) / Browse Node ID (UK, Canada, Mexico, France, Germany, Spain and Italy)

Item Type / Browse Nodes are Amazon's product categories. Specify your item's browse classification to ensure that your products appear in relevant product categories and to help buyers locate your product.
  • Reference the Amazon BTG on Seller Central to obtain the appropriate Item Type (for US) / Browse Node ID (UK, Canada, France, Italy, Spain and Germany)
  • Alternatively, you can allow ChannelAdvisor to recommend the appropriate values for you by enabling the Categorizer setting within your Amazon Settings view.
  • Your products can be easily viewed when searching via Amazon's browse hierarchy
Condition Note (Desired) Descriptive text explaining the actual condition of the item.
  • Field is limited to 2000 characters for items appearing as Amazon Marketplace listings
  • Map a text value for this field that distinguishes you from other businesses.
  • Opportunity to distinguish yourself from other sellers

  • Information displayed directly below the condition on the offer listing page.

  • You can use this field to describe any differences your item might have from the New item sold at This field is limited to 2000 characters for all Used, New, Collectible, and Refurbished items appearing as Amazon Marketplace listings.

Offer Level Image 
(Desired for Used and Refurbished products)
Used to provide offer-level images for your Used and Refurbished products.
  • Map a Main Offer Image and as many of the Offer Images 1 - 5 as you have images for.
  • Assist conversions by showing the buyer the actual condition of your product.

Featured Bullets (Desired) Brief descriptive text or product highlights which are not covered by the specific attribute values. 
  • Create five attributes in your inventory labeled AMZFeatured Bullet 1 - 5
  • Populate with well-written descriptive text (Utilize 500 character limit/bullet)
  • Map to all five Featured Bullet fields using attributes
  • Certain electronics categories can include additional bulleted technical details. While the first five bullets have their own fields in the template, to include the additional bullet points you need to use the "Additional Features" field. To format this field as bullets, you need to use the following conventions where the "value1", "value2" etc text would be replaced by your bullet text:

    nv: ^value1 | ^value2 | ^value3 | ^valueX

  • Easier to read then description
  • Cleaner look and feel
Search Terms (Desired) A word or phrase that best describes your product
  • Create attribute in inventory labeled AMZSearchTerms
  • Populate with high quality search related keywords
  • Allowed five coma-separated terms of 50 characters/term for a total of 250 characters.
  • Don't reuse words already in the title, brand and Merchant fields since Amazon already looks at these fields while evaluating search results.
  • Increase product visibility in search results
Sale Item Fields / MSRP (Optional)   A time sensitive sale price or the Manufactures Suggested Retail Price
  • Use these fields to demonstrated price reductions
  • A price cut will be displayed highlighting your lower price and the savings from the original price
Restock Date Restock Date for back-ordered products. 

List a product as a "back-order" if you will accept orders for it now, but will not ship it until a later date (restock date) because the product is out of stock.

To list a back-order product, enter a future restock date for it, specifically, the date the product will be back in stock. Customers can then order the product, but they will see that it is not available to ship until the restock date.

Back-order products will only show up on when the restock date is within 30 days of the current date. This is because you must ship within 30 days of a buyer placing an order.

This feature does not apply to products listed through the Fulfillment by Amazon service. The availability of Fulfillment by Amazon products is based on their fulfillable quantity in Amazon fulfillment centers.

Category-Specific Page(s)

The category-specific pages contain fields that are applicable for products only in that category – eg. sleeve length in clothing versus grit rating in tools. Some fields on these page that are important for sellers to understand are:

  • Product Type – This field is in many, but not all Amazon categories. For those categories that have this field, it is required and there are specific values to provide. The easiest way to think of this field is as a "sub-category" – for example in Home & Garden the possible Product Types are Bed & Bath, Furniture & Decor, Kitchen, Outdoor Living, Seeds & Plants. 
    • Similar to the Category field on the Common page, this term (or sub-category) tells Amazon what additional fields to apply to your product. Building off our Home & Garden example, there are fields specific to Bed & Bath products (e.g. thread count) that are not relevant to Kitchen products, and vise versa.
  • Variation Theme – To create a variation relationship between your products on Amazon, you must supply the appropriate variation theme and the applicable fields. 
    • Shoes that vary on size and color: Submit a variation theme of "SizeColor" and also be certain to send the size of the shoe in the Size field and the color in the Color field.
    • Sometimes an error will occur where Amazon believes the product varies on both size and color (or other multiple aspects) because another seller has indicated as such and you only have the product varying by color in your inventory. In this instance, you may receive an error that states the variation is not what Amazon expects and you must submit both size and color to have your product listed. If you disagree with the variation theme that has been set, you should contact Amazon's support team.


Category Specific Strategy Information

Each Amazon category requires their own distinct data points and values. View the following category specific pages to learn about the different strategies involved for each category.



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