eyewear style guide · oakley men’s flap jacket 55mm oversized sunglasses. carrera. women’s...

EYEWEAR Style Guide

CATEGORY STYLE GUIDE: EYEWEAR

2 © 2010-2012 Amazon.com, Inc. or its affiliates

About this document This Style Guide is intended to give you the guidance you need to create effective, accurate product detail pages in the Eyewear category. In addition to using this document, we encourage you take advantage of the wealth of information available in our Seller Help pages. Table of Contents Section I: Overview Section II: Title Style Section III: Key Product Features Section IV: Product Descriptions Section V: Item Package Quantity Section VI: Images Section VII: Variation Relationships Section VIII: Browse and Search Section X: Visual Guide to Eyewear



Eyewear (Approval is required to sell in this category) Whether you're selling products for men, women, boys, girls or all of the above, accurate data is crucial to discoverability and sales. How you present products can greatly influence customers’ purchasing decisions when shopping on Amazon. A clear and concise listing that follows a consistent format will better inform customers and increase the probability of discovering the products. This in turn can result in increased traffic to product detail pages and sales of your products on Amazon. Please review the following information in detail and make the necessary updates to your product listings. 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 the product. Key Product Features Highlight the key features and benefits of the product. Product Descriptions Elaborate on the features and uses of the product. Item Package Quantity Indicates how many items are in the package. Provide this 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. Always use the size/color variation theme for your

eyewear products.

Browse & Search Improve discoverability and traffic through search terms, Item Type Keywords (ITKs) and refinements.



Title Style The product title is the first thing customers see when visiting a detail page. Does the title provide the customer with the right information? Will they continue looking at the detail page after reading the title?

Amazon uses product titles to display products in search results. A concise and relevant title will drive traffic to a product detail page. Always check titles for consistent format and accuracy. Follow the guidelines below to create product titles that create a good first impression.

When you list your child products, fully describe each one so they can be included in browse and search results. Each individual word in the product name is searchable by itself. For example, suppose your product name is “Doc Marten's Black and White Smooth 5 Eye Wingtip Brogue Shoes.” Because this product name is very detailed, this product already has a good selection of search terms even before you add additional search terms.

Tips on how to create a great title Do Do Not

• Capitalize the first letter of each word (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 instead) • Do not use your seller name for Brand or Manufacturer information, unless your product is Private Label • Do not include symbols in your listings (such as ! * $ ?) • Do not include subjective commentary such as "Hot Item" or "Best Seller"

Elements to Include For Parent ASINs: [Brand]+[Gender*]+[Style Name]+[Item Shape]+ [Lens Width] + [Polarized*] + [Sunglasses OR Glasses OR Readers] (for example "Andrea Jovine Women’s Harrah 55mm Polarized Oversized Sunglasses")

* only include ‘Polarized’ if lenses are Polarized. Examples:

Brand Gender Style Name Item Shape Lens Width

Sunglasses/Glasses (Glasses Type) Title



Oakley Men’s Flap Jacket Oversized 55mm Sunglasses Oakley Men’s Flap Jacket 55mm Oversized Sunglasses

Carrera Women’s CA2398 Aviator 55mm Sunglasses Carrera Women’s CA2398 55mm Aviator Sunglasses

Von Zipper (unisex) Waves 55mm Polarized Sunglasses Von Zipper Waves 55m Polarized Sunglasses

A.J. Morgan (unisex) Roger Reading 52mm Glasses A.J. Morgan Roger 52mm Reading Glasses

Quiksilver Kid’s Schoolyard Resin 55mm Sunglasses Quiksilver Kid’s Schoolyard 55mm Resin Sunglasses

* Gender is not specified if the product is unisex ** Only include ‘Polarized’ if lenses are Polarized.

For Child ASINs: [Brand]+[Gender*]+[Style Name]+[Frame Color]+ +[Lens Color]+[Item Shape]+[Lens Width] + [Polarized*] + [Sunglasses OR Glasses OR Readers]+[Strength]** Examples:

Brand Gender

Style name

Color (Frame Color)

Lens Color

Item Shape

Sunglasses/Glasses (Glasses Type)

Lens Width or Strength

Title

Oakley Men’s Flap Jacket Black Black Oversized Sunglasses 55 mm Oakley Men’s Flap Jacket Black

Frame/Black Lens Oversized

Sunglasses

Carrera Women’s CA2398 Red Clear Aviator Sunglasses 55 mm Carrera Women’s CA2398 Red

Frame/Clear Lens Aviator

Sunglasses Von

Zipper Waves Blue Gray Polarized Sunglasses 55 mm Von Zipper Waves Blue

Frame/Gray Lens Polarized

Sunglasses A.J.

Morgan Peacock

Round Red/

Brown Clear Reading Glasses 52 mm/

1.25

Strength

A.J. Morgan Peacock Round

Frame/ Clear Lens Reading

Glasses – 1.25 Strength

Quiksilver Kid’s Schoolyard White Grey

Gradient Sunglasses 55 mm Quiksilver Kid’s Schoolyard

White Frame/Grey Lens

Gradient Resin Sunglasses

Ray-Ban Men’s RB2140 Black Blue

Mirror Wayfarer Glasses 50 mm Ray-Ban Men’s RB2140 50 mm

Black Frame/Blue Mirror Lens

Sunglasses

Ray-Ban RX5162 Black Clear Prescription Glasses 52 mm

Ray-Ban RX5162 52 mm Black

Frame/Clear Lens Prescription

Glasses

* Gender is not specified if the product is unisex ** Only include strength if reading glasses, if not, leave blank *** Only include ‘Polarized’ if lenses are Polarized



When setting up titles for Variation Themes, please note the following requirements for each eyewear type. Sunglasses: Each parent SKU should only be a single lens width size (e.g., 55mm). For children, Color (Frame Color) and Lens Color are required. Use variation theme ‘Color/LensColor’ for sunglasses.

Example: Ray-Ban Men’s RB2140 Wayfarer Sunglasses

Readers: Each parent SKU should only be for a single lens width size (e.g., 52mm). For children, Color (Frame Color) and Magnification Strength are required. Use variation theme Color/MagnificationStrength for readers.

Example: A.J. Morgan Peacock Round Frame Reading Glasses

PARENT: Ray-Ban Men's RB2140 Wayfarer

50mm

CHILD 1: Black Frame + Grey Gradient Lens

CHILD 2: Subway White + Crystal Green Lens

PARENT: Ray-Ban Men's RB2140 Polarized

Wayfarer 50mm

CHILD 1: Black Frame + Polarized Grey Gradient Lens


54mm



PARENT: A.J. Morgan Peacock Round

Frame - 50 mm

CHILD 1: Red/BrownFrame + 1.00 Strength

CHILD 2: Lime & Leopard + 1.00 Strength


Frame - 52 mm




Frame - 54 mm





Prescription: Each parent SKU should only be a single lens width size (e.g., 55mm). For children, Color (Frame Color) and Lens Width are required. Use variation theme Color/LensWidth for prescription ready eyewear.

Example: Ray-Ban RX5162 Prescription Glasses

1. Note: 2.

1. See the Variation Relationships Help page for more information. https://sellercentral.amazon.com/gp/help/8831

Examples: Correct:

PARENT: Ray-Ban RX5162

CHILD 1: Black Frame + 52 mm

CHILD 2: Top Red on Havana Frame + 52 mm





Incorrect:

• New option to mix and match the FRAME color and LENS color separately.



Key Product Features 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 feature bullets 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 read the full product description.

Do Do Not

• Highlight key features you want customers to consider, such as age appropriateness, ideal conditions for the product, contents, country of origin

• 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 sentence fragments that do not

include ending punctuation

• Do not include your seller name, e-

mail address, website URL, or any company-specific information

• Do not include product information

such as color, size, material, etc; you can include these attributes in the new product feed templates

• Do not include promotional language

such as "sale" or "free ship" (use the Manage Promotions tool)

• Do not include price

• Do not include words like “Authentic”

or “Genuine.” Counterfeit products are prohibited

• Do not write about anything but the product for sale; this is your opportunity to tell the customer what they are viewing

• Do not include shipping or company

information; Amazon policy prohibits including seller or shipping information

• Do not use hyphens, symbols, periods, or exclamation points

• Do not write vague statements; be as

specific as possible with product features and attributes

Customers use this section to get a snapshot of the product. They may use this section to finalize a purchase decision or it may interest them enough so they will then read the full product description.



Note: Tips to improve readability • Write all numbers as numerals • Separate phrases in one bullet with semicolons • Spell out measurements such as quart, inch, feet, and so on



Product Descriptions When describing your product, you may want to include some key details from the 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 the product. Put yourself in a customer’s shoes: what would they want to feel, touch, ask, and want? Incorporate information about the feel, usage and benefits of your product to 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 product information including size, used-for address, website, 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 • Do not include promotional language such as

sentences "sale" or "free ship" (use the Manage Promotions tool)

Correct: Product Description

Product Description Stylish, durable, and sporty, the Zenith from TAG Heuer is sleek, streamlined, and lightweight. The rimless design is ultra-strong and sturdy with its no-crack Polyamide lens shield, while the flex-coated Beta-titanium temples are ready to withstand just about anything. Includes a protective storage case and microfiber cleansing cloth.

Product Description

Product Description It’s no secret that Oakley protection technologies have been embraced by soldiers, SWAT team members and others who take their view of the world seriously. Tested and qualified as true safety glasses, this lens/frame combination meets all ANSI Z87.1 standards for clarity and impact resistance, as well as the protection criteria of Canada’s CSA Z94.3-02 standards. Patented technologies maintain optical clarity with lens contours that enhance side protection from sun, wind and impact. Stress-resistant O Matter frame material is engineered with a critical degree of flexibility to absorb impact. Plutonite lens material is impact resistant and offers added protection by filtering out 100% of UVA, UVB, UVC and harmful blue light up to 400nm.

Incorrect: Product Description

Product Description Plastic frame, red color, black lens. Great anti-reflective coating, really reflects the rays.

Product Description Product Description The Player frame is awesome for working outside. Get out there!



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. Images

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

Required • Use simple and clean backgrounds that do not distract from the product; ideally,

the background is pure white • Product images should be at least 500-dpi and 1,000-dpi images are preferred • Product images should be in color, not black & white

• Show the entire product; it should occupy at least 80 percent of the image area

• Include only what the customer will be receiving; accessories that are not part of the product should not be shown • If it is a bundled product, it is not necessary to show the entire LOT; a single image of the product will suffice • Multiple angles of each product is preferred Prohibited • Do not include brand tags or packaging in any of the images

• Do not use images of second hand or slightly used products • Do not include borders, watermarks, text, or other decorations • Do not use sketches or drawings of the product; use real photos only • Do not use colored backgrounds or lifestyle pictures

• Only include exactly what the customer will be buying; no other products may be

displayed in the image • Image place holders (such as “temporary image” or “no image available”) are not allowed • Images containing graphs of product ratings are not allowed • Do not include 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 the product image on the detail page. This provides a detailed look at the product and may reduce returns and negative feedback.



Examples of correct images Examples of incorrect images Additional Images Swatches When using variations, upload a swatch image for each child item or, preferably, upload a thumbnail image of the actual product (one thumbnail for each color). The image displayed in the Color selection box on the detail page is populated from the SwatchImageURL field in the flat file template or from "Variation Swatch" in Seller Central Add a Product.



Variation Relationships Variations allow customers to choose the desired color and lens color combination (in the case of sunglasses) of the product from a single detail page, which you create using parent-child product relationships. 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: Sunglasses – ‘Color/LensColor’ variation theme Readers – ‘Color/MagnificationStrength’ variation theme Prescription Ready – ‘Color/LensWidth’ variation theme *In each variation theme listed above, the color of the eyewear frame should be inserted into the ‘Color’ field. There are three Components to a Parent/Child relationship:

• Parent product: Non-buyable products displayed in search results are parent products, such as Ray-Ban RB2140.

• Child products: Buyable products related to parent product by (e.g. color and lens color, such as Black Frame/Grey Gradient Lens).

• Variation theme: Defines how the product differs from each other, such as ‘Color/LensColor.’

For Sunglasses: Each parent SKU should only be a single lens width size (e.g., 55mm). For

children, it is required to include Color (Frame Color) and Lens Color. Use variation theme ‘Color/LensColor’ for sunglasses.

Example: Ray-Ban Men’s RB2140 Wayfarer Sunglasses


50mm



PARENT: Ray-Ban Men's RB2140 Polarized

Wayfarer 50mm

CHILD 1: Black Frame + Polarized Grey Gradient Lens


54mm





For Readers: Each parent SKU should only be for a single lens width size (e.g., 52mm). For children, it is required to include Color (Frame Color) and Magnification Strength. Use variation theme ‘Color/MagnificationStrength’ for readers.

Example: A.J. Morgan Peacock Round Frame Reading Glasses

For Prescription: Each parent SKU should only be a single lens width size (e.g. 55mm). For children, it is required to include Color (Frame Color) and Lens Width. Use variation theme ‘Color/LensWidth’ for prescription ready glasses.

Example: Ray-Ban RX5162 Prescription Glasses


Frame - 50 mm




Frame - 52 mm




Frame - 54 mm



PARENT: Ray-Ban RX5162







When to use Variation Relationships Variation relationships should always be used when listing eyewear products. See below for the critical data elements required for properly setting up a variation relationship:

• 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)

Note: If you enter the Relationship Type and fail to enter the color or size, you may receive an error when uploading your data or the product’s detail page might not display properly on the website. Make sure you enter all required variation fields for your products. If you fail to enter any of the required fields, your products may not display on Amazon.com. If you have questions, please contact Seller Support.

Attributes Sunglasses Readers Prescription Sku x x x Product-Name x x x Product-ID x x x Product-ID-Type x x x Brand x x xItem-Type (new requirement) x x x Department x x x Color (new requirement) x x x Color-Map (new requirement) x x xlens-color (new requirement) xlens-color-map (new requirement) xmagnification-strength (new requirement) x xframe-material-type (new requirement) x x xlens-material-type (new requirement) x xitem-shape (new requirement) x x xpolarization-type (new requirement) xeyewear-unit-of-measure (new requirement) x x xlens-width (new requirement) x xstyle-name (optional) x x xbridge-width (optional) x x xarm-length (optional) x x xlens-height (optional) x x x

https://sellercentral.amazon.com/gp/help/help.html?ie=UTF8&itemID=34351&language=en%5FUS



Browse and Search Customers visit Amazon.com to shop for products. They can find products in two ways: either using the Browse option, or using Search Terms. Customers often use a combination of browse and search. Make sure customers can find your products either way. Drive traffic by providing Item Type Keywords (ITKs) and Search Terms. 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 Item Type Keywords to classify products under the correct browse nodes. In order for products to continue to appear when customers refine their category options, they must be classified correctly to the deepest level. See the latest Browse Tree Guide (BTG) in seller central for Shoes, Handbags, Eyewear, and Shoe Accessories. The Eyewear BTG contains all of the Item Type Keywords that you will need in order to fully and properly classify products for browse discovery purposes. Be sure that when adding Item Type Keywords to your products they match *exactly* to the spelling and format of the Item Type Keywords listed in the BTG. For example, if you have a pair of women’s aviator sunglasses, the appropriate Item Type Keyword to use is ‘sunglasses’ (along with a department value of ‘womens’). If you spell the Item Type Keyword as ‘sunglass’, Amazon will not recognize the item-type keyword and your product will not be browsed into the correct node. The Item Type Keywords you use must be exact matches to those listed in the BTG.

How to Pick and Apply Terms to an Item

Start with the item to classify and refer to the Shoes, Handbags, Eyewear, and Shoe Accessory Browse Tree Guide (BTG) for Item Type Keywords. Refer to the Valid Values tables in the flat file template for the appropriate and relevant refinements.

For example, to classify women’s aviator sunglasses, you would complete the following steps:

1. Refer to the Amazon Shoes BTG, and locate the eyewear section in that guide 2. Identify the Item-Type-Keyword (in this case, "sunglasses") 3. Refer to the Amazon Valid Values document, and locate Department and Material values 4. Identify the appropriate Department (in this case, "womens") 5. Choose the appropriate Frame Material Type (Metal), Occasion-lifestyle (Fashion), Item

Shape (Aviator), etc.

Note: • The Item Type must have the same exact spelling and formatting as listed in the BTG.



• Make sure all of your products have keywords for the most specific subcategory possible 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 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 products. Product titles and company name are already searchable, so think about other words that describe the product. We have added new attributes and refinements that will help customers narrow their search results. Refinements correspond with new fields in the feed templates, XML XSDs, and Add a Product tool, so you can provide additional attributes that apply to the products. Think like Amazon customers when choosing your terms; use words they might enter into the search bar, including synonyms. Make sure they can find the 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 pulls from when customers search the site

• The individual words of the title, merchant name, and brand are also automatically included as search terms and do not need to be repeated in your search terms

• Any combinations of title words and search terms are fully searchable Examples Text–file feed If you are using an inventory flat 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.

https://sellercentral.amazon.com/gp/help/help-page.html?isLink=1&itemID=10471

https://sellercentral.amazon.com/gp/help/help-page.html?isLink=1&itemID=10471



Visual Guide to Eyewear SUNGLASSES & EYEWEAR

• Definition: Any glasses, whether tinted or readers • Item-Type Keywords:: sunglasses or reading-glasses

Use the guidelines below to help classify products: Aviator

• Definition: Classic pilot frame known for its distinctive teardrop lens shape with much wider lenses towards the temples and narrower towards the nose pad.

• Refinement: Item Shape: aviator • Correct Usage:

• Incorrect Usage:

Lenses do not have Lenses do not have the the correct shape. correct shape. (Resin, (Resin) Oversized, Round)

Fitovers

• Definition: Sunglasses that are designed to be worn over prescription glasses. Can usually tell by looking at pictures that the frame is wide enough to fit over other frames, but also needs to be specified by seller.

• Item_Type_Keyword: n/a • Refinement: Special Feature: fitover • Correct Usage:

• Incorrect Usage: (Not wide enough to fit over another pair of sunglasses. (Resin, Aviator))

Metal • Definition: Any pair of glasses with a predominantly metal frame (metal, titanium, stainless

steel, etc.). • Refinement: Frame Material Type: metal



• Correct Usage:


Frame is not made of Frame is not made of Frame is not made of metal. (Resin) metal. (Resin, metal. (Resin, Rectangular) Oversized)

Oversized

• Definition: Style popularized by Jackie O, the lenses are large and exaggerated and cover a large portion of the upper face, and can be any shape of lens except aviator.

• Refinement: Item Shape: oversized • Correct Usage:


Lenses are not big Lenses are teardrop While the lenses are enough; this is a shaped and not large, this is standard shape large enough to be designed to fit over lens. (Resin, oversized. (Aviator, other glasses, so it Rectangular) Metal) can’t be oversized. (Fitover, Resin)

Polarized6 • Definition: Any sunglasses that contain a polarization layer, whether it is injected,

sandwiched between lenses, or applied as a coat on the outside of the lens. No visual way to determine this; must be indicated by merchant.

• Refinement: Polarization Type: polarized • Correct Usage: no visual examples • Incorrect Usage: no visual examples

Prescription Ready • Definition: Any glasses that can be given to an optometrist and fitted with prescription

lenses. This is dependent on the base curve of the glasses. No visual way to determine; must be indicated by merchant.

• Refinement: Special Features: prescription-ready



• Correct Usage: no visual examples • Incorrect Usage: no visual examples

Readers

• Definition: Any glasses (no tint) that have a magnification in the lens designed to assist with reading. Strength must be indicated on the items during setup.

• Item_Type_Keyword: reading-glasses • Refinement: Special Feature: Magnification Strength • Correct Usage:


Tinted and no Tinted and no magnification. (Metal, magnification. (Resin) Rectangular)

Rectangular

• Definition: Any sunglasses that have rectangular shaped lenses. Will often be rounded off at the corners, but the basic shape is more rectangular than round.

• Refinement: Item Shape: rectangular • Correct Usage:


Lenses are round, not Lenses are round, not Lenses are aviator rectangular. (Round, rectangular. (Round, shaped. (Aviator, Resin) Resin) Metal)

Resin

• Definition: Any pair of glasses with a predominantly resin frame (plastic, resin, zyl, etc.). • Refinement: Frame Material Type: resin • Correct Usage:




Round

• Definition: Any sunglasses that have round lenses. • Refinement: Item Shape: round • Correct Usage:


Lenses are rectangular. Lenses are rectangular. Lenses are rectangular (Resin, Rectangular) (Metal, Rectangular) and the product is a pair of readers. (Readers)

Sport

• Definition: Any technical sunglasses (such as those used by an athlete during sporting events/activities; not simply for casual use) that are designed to be worn during active sports activities; not easily definable visually, but usually have technical features such an anti-slip nose pads and indestructible frames.

• Refinement: Occasion-Lifestyle: sport • Correct Usage:




Sun Readers

• Definition: Any sunglasses that have a magnification -- used for reading outdoors. Must be merchant specified.

• Item_Type_Keyword: sunglasses • Refinement: Special Feature: sun-readers • Correct Usage:


Does not have a tint. (Readers)

eyewear style guide · oakley men’s flap jacket 55mm oversized sunglasses. carrera. women’s...

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