CATEGORY STYLE GUIDE:

SPORTS & OUTDOORS

CATEGORY STYLE GUIDE: SPORTS & OUTDOORS

About this document

This Style Guide is intended to give you the guidance you need to create effective, accurate product detail
pages in the Sports & Outdoors category.

In addition to using this document, we encourage you to take advantage of the wealth of information
available in our Help pages by clicking "Help" in the upper-right corner of any page in Seller Central.

Table of Contents
Section I: Overview

Section II: Title Style

Section III: Brand & Manufacturer

Section IV: Key Product Features

Section V: Product Descriptions

Section VI: Images

Section VII: Variation Relationships

Section VIII: Browse & Search

Section IX: Item Package Quantity

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Sports & Outdoors

Whether you're selling Exercise & Fitness equipment, Outdoor Recreational products, Sporting equipment
or Fan Gear, accurate data is crucial to discoverability and sales. How you present your products will
greatly influence the customer's purchasing decision when shopping on Amazon.com. Providing clear and
concise listings in a consistent format will better inform customers and enhance discoverability of your
products. This can result in increased traffic to your product listings.

Please carefully review the following information and make the necessary updates to your product listings.

This section covers the following guidelines for setting up product detail pages:

Item Type Selecting the correct Item Type Keyword for your product is the first step
in creating an accurate, searchable and browseable product on Amazon.
UPC UPCs are required to list Sporting Goods products on Amazon.
Title Style Get customer attention with great titles. Clear and concise titles will
improve search results and catch the customer‘s attention.
Brand & Manufacturer Improve discoverability and duplicate detection by entering accurate
brand and manufacturer information.
Images Show customers what they‘re buying. Professional images on white
backgrounds will bring life and added attractiveness to your product.
Key Product Features Highlight the key features and benefits of your product.
Product Descriptions Elaborate on the features and uses of your product.
Item Package Quantity Indicates how many items are in the package. Please use if there is more
than one identical unit in the package of the product you are selling.
Variation Relationships Make choices easy: Display multiple size and color options on a single
detail page.
Browse & Search Improve discoverability and traffic through search terms and keywords.

Required fields for each new product listing:

Item Type Keyword
UPC
Brand
Title
Item Package Quantity
Manufacturer Model or Part Number
Image

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Item Type Keyword

Want to make sure your product ends up in the right part of the store? Selecting the right Item Type
Keyword ensures that customers can find your product via search and browse.

Use the Item Type Keyword guide to select the category in which your product fits, then select the most
appropriate Item Type Keyword from the list. Be as specific as possible – this will ensure the best results
for your product.

Item Type Keyword is a required field and incorrect use is monitored by Amazon. Assigning an
incorrect Item Type Keyword to your product will likely result in a negative customer experience: no one
wants to search for family tents and end up with search results full of soccer balls.

The Item Type Keyword Glossary can be found at the end of this Style Guide.

UPC
Since 2009, UPC‘s have been a required field for all Sporting Goods products. UPC‘s are provided by
manufacturers as single identifiers for products across the marketplace. UPC‘s create a better store
experience for our customers by ensuring that offers for identical products are correctly grouped together.
Most sellers know the frustration of having products incorrectly matched due to similar information on the
listing when no UPC was provided.

Failure to provide a UPC for a product, when available, could result in removal of your offer on
that item.

Title Style
Your product title is the first thing customers see when visiting your detail page. Does your title provide
customers with the right information? Will they continue looking at your product offering?

The customer should be able to make a purchase decision based on the information in the product title
alone, and only product-related information should be included. Amazon uses the words in product titles
to display your product 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.

Tips on how to create a great title

Do Do Not
Capitalize the first letter of each word (but see Do not include price and quantity
exceptions under Do Not) Do not use ALL CAPS
Use numerals (2 instead of two) Do not capitalize:
If a bundled product, state value in parenthesis Conjunctions (and, or, for)
as (pack of X) Articles (the, a, an)
Keep it short, but include critical information Prepositions with fewer than five letters (in,
50 characters maximum on, over, with, etc.)
Note: Please include only standard text. Do not include seller information
Type 1 High ASCII characters (®, ©, ™, etc.) Do not include promotional messages such as
or other special characters are not supported. "sale" or "free ship" (use the Promotion
Manager tool to include messaging)

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Do not use your seller name for Brand or

Manufacturer information, unless your product
is Private Label or you are the Manufacturer
Do not include symbols in your listings
(such as ! * $ ?)
Do not include subjective commentary such as
‗Hot Item‘ or ‗Best Seller‘

Elements to Include

1. For products that vary by size

For Parent ASINs:

[Brand]+[Product Line]

For Child ASINs:

[Brand]+[Product Line]+[Size_name]

Example of variation
Parent/Child Brand Product Line Size_Name
Parent Abc XYZ product
Child Abc XYZ product Small
Child abc XYZ product Medium

2. For products that vary by color and size

For Parent ASINs:

[Brand]+[Product Line]

For Child ASINs:

[Brand]+[Product Line]+[Color_name]+[Size_name]

Example of variation
Parent/Child Brand Product Line Color_Name Size_Name
Parent Abc XYZ product
Child Abc XYZ product Red Small
Child abc XYZ product Blue Medium

3. For products that vary by color

For Parent ASINs:

[Brand]+[Product Line]

For Child ASINs:

[Brand]+[Product Line]+[Color_name]

Example of variation
Parent/Child Brand Product Line Color_Name
Parent Abc XYZ product
Child Abc XYZ product Red
Child abc XYZ product Blue
4. For products that vary by style

For Parent ASINs:

[Brand]+[Product Line]
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For Child ASINs:

[Brand]+[Product Line]+[Style_Name]

Example of variation
Parent/Child Brand Product Line Style_Name
Parent Abc XYZ product
Child Abc XYZ product PC
Child abc XYZ product Mac
5. For products that vary by pattern and style

For Parent ASINs:

[Brand]+[Product Line]

For Child ASINs:

[Brand]+[Product Line]+[Pattern_Name]+[Style_Name]

Example of variation
Parent/Child Brand Product Line Pattern_Name Style_Name
Parent Abc XYZ product
Child Abc XYZ product Striped PC
Child abc XYZ product Polka-Dot Mac

6. For Golfing products that vary by hand orientation, shaft material, and club loft

For Parent ASINs:

[Brand]+[Product Line]

For Child ASINs:

[Brand]+[Product Line]+[Hand_Orientation]+[Shaft_Material_Type] + [Golf_Club_Flex] +
[Golf_Club_Loft]

Example of variation
Parent/Child Brand Product Hand- Shaft_Material_Type Golf_Club_Flex Golf_Club_Loft
Line Orientation
Parent Abc XYZ
product
Child Abc XYZ Left-Handed Aldila Regular 10.5 degrees
product
Child abc XYZ Right-Handed RE-AX 55 Graphite Stiff 9.0 degrees
product

7. For products that vary by pattern

For Parent ASINs:

[Brand]+[Product Line]

For Child ASINs:

[Brand]+[Product Line]+[pattern_name]

Example of variation
Parent/Child Brand Product Line Pattern_Name
Parent Abc XYZ product
Child Abc XYZ product Polka-Dot
Child abc XYZ product Striped

8. For products that vary by material type

For Parent ASINs:

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[Brand]+[Product Line]

For Child ASINs:

[Brand]+[Product Line]+[material_type]

Example of variation
Parent/Child Brand Product Line Material_Type
Parent Abc XYZ product
Child Abc XYZ product Wood
Child abc XYZ product Metal

9. For products that vary by item weight

For Parent ASINs:

[Brand]+[Product Line]

For Child ASINs:

[Brand]+[Product Line]+[item_display_weight]

Example of variation
Parent/Child Brand Product Line Item_Display_Weight Item_Display_Weight
UOM
Parent Abc XYZ product
Child Abc XYZ product 3 Ounces
Child abc XYZ product 6 Ounces

10. For products that vary by item length

For Parent ASINs:

[Brand]+[Product Line]

For Child ASINs:

[Brand]+[Product Line]+[item_display_length]

Example of variation
Parent/Child Brand Product Line Item_display_length Item_Display_LengthUOM
Parent Abc XYZ product
Child Abc XYZ product 9 Inches
Child abc XYZ product 12 inches

11. For Golfing products that vary by club flex

For Parent ASINs:

[Brand]+[Product Line]

For Child ASINs:

[Brand]+[Product Line]+[golf_club_flex]

Example of variation
Parent/Child Brand Product Line Golf_club_flex
Parent Abc XYZ product
Child Abc XYZ product Regular
Child abc XYZ product Stiff

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12. For Golfing products that vary by hand orientation, shaft material type and club flex

For Parent ASINs:

[Brand]+[Product Line]

For Child ASINs:

[Brand]+[Product Line]+[Hand_orientation]+[Shaft_material_type] + [Golf_club_flex]

Example of variation
Parent/Child Brand Product Line Hand_orientation Shaft_material_type Golf_club_flex
Parent Abc XYZ product
Child Abc XYZ product Left-Handed Aldila Regular
Child Abc XYZ product Right-Handed RE-AX 55 Graphite Stiff

Note:
1. Include the size and color in the "child" item only. Do not include size or color in the parent. See
the Variation Relationships Help page for more information.
2. Including your company information or sale messaging in your product titles may negatively impact
your seller account.

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Examples:

Good:

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Bad:

-Too long
-Doesn‘t summarize product

-Only capitalize the first letter

of each word

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Brand & Manufacturer

Brand information allows the Amazon.com customer to determine the model and brand of the product
offered. These fields improve the accuracy of your product listings and help customers discover your
products. Typically, Brand is the best identifier for a product, but occasionally Manufacturer is. Brand is
a required field.

Brand Manufacturer
A unique and identifiable symbol, association, A business engaged in manufacturing a product
name or trademark which serves to differentiate Someone who manufactures something
competing products or services
A name used to distinguish one product from its
competitors; can apply to a single product, an
entire product line, or even a company
A name or symbol used to identify a seller's
goods or services, and to differentiate them
from those of competitors

Example: O’Neill Example: La Jolla Group

Note: It is important to not use your seller name for Brand or Manufacturer information, unless your
product is Private Label.

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Key Product Features

The Key Product Features bullets on the detail page give the customer more details about your product
and can influence the customer purchase decision.
Highlight the five key features you want customers to consider, such as dimensions, age
appropriateness, ideal conditions for the product, skill level, contents, country of origin, and so on
Maintain a consistent order. If your first bullet point is country of origin, keep that same order for all
your products
Reiterate important information from the title and description
Begin each bullet point with a capital letter
Write with sentence fragments and do not include ending punctuation
Do not include promotional and pricing information
Do not include shipping or company information. Amazon policy prohibits including seller, company, or
shipping information in product detail pages.
Feature bullets help customers evaluate a product, so any non-product-specific information can
distract from a customer‘s purchase decision

Content Example: Feature Bullets

Features 5 point harness, safety features
Materials 100% organic cotton
Place of Origin Made in USA
Warranty
Information 1-year warranty with proof of purchase
Dimensions and
Weight 30 by 20 inches, 12.5 lbs
Care instructions Dry clean only
Assembly required, appropriate for 6 month and older, Awards
Other won, etc.

Customers use this section of the detail page to get a snapshot of the product. They may finalize a
purchase decision based on this information alone, or it may interest them enough to then read the full
product description.

Note: Tips to improve readability

Write all numbers as numerals
In bullets with multiple phrases; separate phrases with semicolons
Spell out measurements such as quart, inch, feet, and so on

Do Not:
Use hyphens, symbols, periods, or exclamation points
Write vague statements; be as specific as possible with product features and attributes
Enter company-specific information; this section is for product features only

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Examples:

Good:
Product Features
High quality Gilbert match ball in royal blue and green
Patented Truflight(TM) bladder and valve inseam design for ultimate balance and truer, longer
flight
High grade all weather rubber surface
Size 5, four panel ball of core spun polyester and cotton laminate
1-year manufacturer‘s warranty

Product Features
21-speed mountain bike features a full-suspension, strong aluminum frame
Floating beam suspension design is mated to a Zoom suspension fork with elastomer/spring
technology
Microshift push shifters and Shimano TZ-30GS derailleur
Strong aluminum wheelset featuring V-shape rim profile and high-flange alloy hubs
Front and rear Promax disk brakes work great, even in adverse conditions

Bad:
Product Features
- orange
for your bed**
anyone will love this product!
5X8
comes in bag!

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Product Descriptions
When you describe your product, you might want to include some key features listed in your Feature
bullets. However, go beyond a simple to-the-point description. Well-written product descriptions help the
customer imagine the experience of owning or handling your product. Put yourself in your customers'
shoes: what would they want to feel, touch, or ask? Incorporating information about the feel, usage and
benefits of your product can fire the customer's imagination. This is as close as you can come to creating
an in-store experience. Product Descriptions are limited to 2000 characters.

Do Do Not
Describe the major product features and list Do not include your seller name, e-mail address,
product information including size, used-for website URL, or any company-specific
and style information
Keep it short, but include critical information. Do not write about anything but the product for
Include accurate dimensions, care instructions sale; this is your opportunity to tell the
and warranty information customer what they are buying
Use correct grammar and complete sentences Do not include promotional language such as
"sale" or "free ship" (use the Manage Promotions
tool instead)

Good:
Product Description
Product Description
The GMC Topkick 21-Speed Mountain Bike features a full-suspension, strong aluminum frame that
utilizes a floating beam suspension design that is mated to a Zoom suspension fork with
elastomer/spring technology. The Topkick's drivetrain starts with Microshift push shifters. These
shifters control Shimano's tried and true TZ-30GS derailleur. The drivetrain finishes up with a
strong aluminum wheelset featuring V-shape rim profile and high-flange alloy hubs. Stopping is
handled by Promax disk brakes on the front and rear. These brakes are vastly superior to rim
brakes, especially under adverse road conditions. True to it's GMC roots, this bicycle is rugged,
good looking, and built for the long haul.
- Only capitalize the first letter of each
word
- Do not include seller specific information
Bad: - Website URLs or other seller contact
Product Description details are not permitted
Product Description
THIS IS A GREAT BIKE THAT FOLDS INTO A SUITCASE! GOOD FOR KIDS, YOU, ME, IT'S JUST A
GREAT BIKE! BUY WITH CONFIDENCE! HTTP://AWESOMEPRODSFORYOUANDME.COM OR CALL US
AT 800-333-35686 PLEASE EAMIL WITH QUSETIONS, YOU CAN REACH US AT
THESEAWESOMEPRODUCTS@HOTMAIL.COM!!!!! YOU WILL LOVE THIS PURCHASE!

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Images
Images display on the product search page and the product detail page. A professional image helps
customers discover your product and can drive traffic to your product listings. Show customers what they
will receive in their shipment (and only what they will receive). Make it easy for them to identify your
product with a clear, high-quality image displaying exactly what you're offering.

Required Product images must have a white background with a clear image of
just the product
Product images should be at least 300-dpi 1,000-dpi images are preferred
Product images should be in color, not black & white
Show the entire product. The product should occupy at least 80 percent of the
image area.
Include only what the customer will receive; accessories that are not part of the
product should not be shown
Prohibited Borders, watermarks, text, or other decorations
Sketches / drawings of the product – real images only
Colored backgrounds or lifestyle pictures
Other products, items or accessories that are not part of the product listing
Image place holders (i.e. ―temporary images‖ or ―no image available‖ )
Images containing graphs of product ratings
Pictures with multiple colors of your product; only the product color you are
offering should be displayed in the image
Promotional text such as "sale" or "free ship" (use the Manage Promotions tool)

Note: Zoom Functionality

When you submit an image of at least 1,000 dpi, customers can zoom in on your product image on the
detail page. This provides a detailed look at your product and may reduce returns and negative feedback.

Examples of good images

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Examples of bad images

- Should not contain

promotional text
- Should not contain text
describing the product

- Should be on a
white background

Note: Be sure to provide the correct image for each child product when using variation relationships
(discussed below). If the product varies by color, provide the image of the product (in the designated
color) for each child product as the Main Image.

Additional Requirements for Sports Apparel Images:

1. Products must be recognizable in image and photographed at an angle contributing towards a
buying decision.
2. Images uploaded must be 1000px on the longest size.
3. All color variations must include a ―main image‖ representative of that specific color. (swatches are
not acceptable)
4. Image parity is required between the seller‘s website and Amazon.com.
5. Individual products represented by multiple images (alternative, swatch), must adhere to the same
image quality/size guidelines.

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Variation Relationships
Variations allow customers to choose the desired color,size, or hand orientation of the product from a
single detail page, which you create using parent-child product relationships. Variations provide a cleaner
customer buying experience. When setting up a product with variations, please consult the list of
recommended variation themes by product type.

Note:
If your products currently match with Amazon offers on the detail page, please do not use Variation
Relationships because your products will automatically match to an identical product offer.

The parent products are the initial display on the detail page. The child products are the products that are
related to each parent and display when the variation is selected by the buyer. The relationship of parent
to child is the variation theme. In the example below, the product varies by both color and size, so the
variation theme is ColorSize.

Child Child
Small, Blue Small, Red
Parent
Divers
Wetsuit
Child Child
Large, Blue Large, Red

There are three Components to a Parent/Child relationship:

Parent product: Non-buyable products displayed in search results are parent products, such as
sheets.
Child products: Buyable products related to parent product by size and/or color, such as ―7 wide‖
or ―blue shoe‖ .
Variation theme: Defines how the child products differ from each other, such as ColorSize.

In this example, the Child products must have both the Color and Size attributes filled out
correctly. These are the required “Variation Attributes” in this example.

When to use Variation Relationships

Variations should be used in Sporting Goods to minimize the number of similar items listed individually.
Sellers can improve the customer experience by using variations.

To help you determine which variation theme to use, we have included a Variation Relationship guide that
lists acceptable variation themes by Item Type. Please consult this guide to ensure you are using an
acceptable variation theme for your products.

When creating variations, you must provide information in these required fields:
SKU
Parentage (identify for that SKU, either "parent" or "child")
Parent SKU (for child SKUs only, enter the parent SKU for that child)
Relationship Type (enter "variation" if the product is part of a variation set)
Color – if appropriate
Size – if appropriate
Flavor – if appropriate
Variation Theme (Size, Flavor, Flavor-Size, Color)

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Note:
If you enter the Relationship Type and fail to enter the color or size, you might receive an error when
uploading your data or your product might not display properly on the website. Make sure you have
entered all required variation fields for your products. If you fail to enter any of the required fields, your
products could be suppressed from display on the Amazon.com. If you have questions, please contact
Technical Support.

Required Fully describe each child product, so all will be included in browse and
search results
Add the size and color to the child product title
Use SKUs to build relationships using fields for SKU and ParentSKU
List the Child offers under the Parent SKU in the flat-file or XML
Prohibited Do not include price and quantity values for parent products
The parent title should not include size or color
Only use the variation theme recommended for the type of item you are
listing
Do not link any products that are not a variation of size, flavor or color to
the parent product

How to set up Variations for a product

To properly set up your variation theme and product relationships, please see ―Creating Variations with a
Flat File‖ in Seller Central: https://sellercentral.amazon.com/gp/help/200215860

Example detail page for Team Sports, Size & Color Variation:

Example detail page for Cycling & Wheel Sports, Color Variation:

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Browse & Search

Customers come to Amazon.com to shop for products. They can find your products two ways: either
using the Browse option, or using Search Terms. Most often customers use a combination of browse and
search. Make sure customers can find your products either way. Drive traffic by providing Search Terms
and Item Type Keywords.

Classification- Browse

Thousands of merchants sell millions of products on Amazon.com. To help customers find products easily,
Amazon developed a detailed product hierarchy or browse-tree structure. Customers refine by category
and subcategory links until they reach the most specific product type.

Amazon uses your Item Type Keywords to classify your products under the correct browse nodes. In
order for your products to continue to appear when customers refine their category options, they must be
classified correctly to the deepest level. This means your dynamic climbing ropes should be classified as
dynamic-climbing-rope and not just climbing ropes or climbing products.

See the latest Item Type Glossary in the Help section of Seller Central. The Item Type Glossary is a
sports specific document that provides valid values for setting up your products. These values take
advantage of the browse structure for categories on Amazon.com.

The attributes below are used for browse classification.

Attribute Definition Examples
**ItemTypeKeyword Enables customers to find your Select an Item Type value
products as they browse to the most from the Item Type Glossary,
specific Item Types. This is the most such as official-lacrosse-balls,
important value and determines lacrosse-stick-bags, or
browse category structure. training-lacrosse-goals.
Other Required Depending upon the Item Type, Hand-orientation for baseball
Attributes additional attributes may be required gloves or Flex for a golf club.
to create the best search and browse
experience for customers. These
attributes are listed in the Item Type
Glossary.
Team Name, League Use these attributes to identify your Fill in the LeagueName
Name, Player Name product for inclusion in the Fan Shop. attribute (e.g., NBA), the
Be as specific as possible. TeamName attribute (e.g.,
Phoenix Suns) and the
PlayerName attribute (e.g.,
Steve Nash).
TargetAudience Specifies the target audience of the Select a target audience value
item. This is used in browse from the valid values
refinements on the search pages. document, such as unisex,
men, women, youth girl or
youth boy.
** ItemType is required and is the most important attribute for getting customers to your product and in
the most granular browse node.

Note:
• The Item Type must have the same exact spelling and formatting as listed in the Glossary.
• Make sure all of your products have keywords for the most specific subcategory possible.
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Search

Amazon automatically indexes the search terms that are derived from the standard-product-id (e.g.
UPC/EAN), product-title, brand, manufacturer, and manufacturer-part-number, so you don‘t have to. This
allows you to add even more keywords to your products. There are five separate entries for the keyword
field and each can contain up to 50 characters—comma separated.

Search terms help customers find your products. Your product titles and company name are already
searchable, so think about other words that describe your product. Think like Amazon customers when
choosing your terms; use words they might enter into the search bar, including synonyms. Make sure
they can find your products!

Guidelines for listing your Search Terms

Each product can have up to five search lines of 50 characters per field; that's 250 characters available
for your search terms
The words you choose are the terms our search engine uses when customers search the site
The individual words of the title, seller, and brand are automatically included as search terms and you
do not need to add them as keywords
Any combination of title words and search terms are fully searchable

Examples

Text–file feed

If you are using an inventory text file, the template fields for search terms appear as search-terms1, search-terms2,
and so on. For more details about how to create effective search terms, see Using Search & Browse.

Add a Product in Seller Central

UPC and IPQ for multi-packs

For most products listed on Amazon, a multi-pack listing is only allowed for a manufacturer-created pack with
its own unique UPC. You must enter an Item Package Quantity (IPQ) for these products.

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Examples

There are different UPCs for a single unit and a pack with multiples of that unit. If you create a multi-pack
that is not sold by the manufacturer, verify if an ASIN for the multi-pack already exists. If it does exist,
match to it accordingly. If the ASIN for the multi-pack doesn't already exist, you must create a new ASIN
using its own unique UPC. The examples below illustrate the importance of UPC and IPQ for multi-packs.
Non-manufacturer-created multi-pack ASINs cannot be listed as variations of a manufacturer-created multi-
pack ASIN. You must either match to an identical multi-pack product detail page or create a new ASIN with a
unique UPC.

Title (manufacturer-created pack) UPC IPQ Price

Same product detail page

Product X (Pack of 2) 000123456789 2 $38

Product X 000123456788 1 $19

Title (non-manufacturer-created pack)

New product detail page

Product X (Pack of 6) 000123456790 6 $114

Title (manufacturer-created pack) UPC IPQ Price

Same product detail page

Brand Y Beverage, 12 Pack 000123456789 12 $35

Brand Y Beverage, 1 bottle 000123456788 1 $4

Title (non-manufacturer-created pack)

New product detail page

Brand Y Beverage, 48 Pack 000123456790 48 $13

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Title (manufacturer-created pack) UPC IPQ Price

Same product detail page

Brand Y Dinner Plates, Set of Four 000123456789 4 $20

Brand Y Dinner Plate 000123456788 1 $6

Title (non-manufacturer-created pack)

New product detail page

Brand Y Dinner Plate, Set of 16 000123456790 16 $68

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