Amazon Revamps Listing Guidelines

Two key updates to Amazon’s Product Listing Guidelines have just rolled out. It may go without saying that compliance with these new guidelines is crucial to maintaining visibility on the platform. So, let’s break down the details of these changes..

Amazon’s Updated Bullet Point Requirements

Amazon is updating its bullet point requirements starting August 15, 2024. These changes aim to simplify and enhance product detail pages, making it easier for customers to compare products and make informed purchase decisions.

However, the reception among sellers has been mixed, with some expressing concerns about the impact on their listings.

Key Changes to Bullet Point Requirements

• Restriction on Special Characters and Phrases: Amazon is tightening its rules on the use of special characters, emojis, and certain phrases such as refund-related guarantees in bullet points. This is intended to create a more standardized and professional presentation across listings.
• Guidance for High-Quality Bullet Points: Amazon is encouraging sellers to write clear, concise bullet points that highlight the key features and benefits of their products. The goal is to help customers quickly compare products and make informed decisions.
• AI-Generated Content: Amazon plans to use generative AI to assist in creating compliant, high-quality bullet points. If AI-generated improvements are made to a listing, Amazon will share these with sellers for review before publication.

The standardized approach to bullet points could help customers easily understand product features, potentially leading to better purchase decisions. And for sellers who struggle with writing optimized bullet points, AI-generated content could provide valuable assistance in creating Amazon-compliant listings.

Related: How to Create Powerful AI Amazon Product Listings, What Are The Pros And Cons Of Using AI To Optimize Your Amazon Listings?

Seller Concerns and Potential Drawbacks

Despite the potential benefits, many sellers are wary of these changes:

• Loss of Control: Sellers have expressed frustration over Amazon’s increasing control over their listings. One seller shared an experience where Amazon’s AI mistakenly replaced a product image with an unrelated item, leading to significant difficulties in getting it corrected. This raises concerns about the accuracy and reliability of AI-generated content.
• Skepticism Towards AI: Sellers have voiced strong opposition to the use of AI in managing their listings. Many fear that AI will incorrectly modify their listings, leading to inaccuracies that could harm their brand reputation. One seller shared an experience where Amazon’s AI changed a product image incorrectly, resulting in a frustrating process to get it corrected. Concerns about AI “hallucinating” or misinterpreting data from other sources are widespread.
• Challenges with Subjective Terms: Some sellers pointed out inconsistencies in Amazon’s guidelines, especially regarding subjective terms like “softness” or “durability,” which may not be meaningful to customers. They argue that these terms could lead to confusion rather than clarity.
• Inconsistencies in Guidelines: Questions have been posed about the unclear nature of Amazon’s guidelines, particularly regarding the prohibition of certain phrases while allowing others that may not be as informative or relevant. This has led to confusion about what is considered compliant.

Amazon’s updated bullet point requirements are a double-edged sword for sellers. On one hand, the changes could lead to more streamlined and effective product listings, enhancing the customer experience and potentially boosting sales.

On the other hand, the reliance on AI and stricter guidelines might result in a loss of control for sellers, who are rightfully concerned about the accuracy and relevance of AI-generated content. It also may result in revenue losses due to reduction in the effectiveness of the marketing. As these changes take effect, sellers will need to stay vigilant and proactive in managing their listings to ensure they remain accurate and aligned with their brand.

Related: What Is Amazon Bedrock? The Good, the Bad, and the Profitable of the New Amazon AI Toolkit, GenAI Showdown: How Amazon and Walmart Are Raising the Stakes

Amazon’s New Image Selection Policy

Amazon is expanding its image selection policy for product detail pages – initially introduced for hardlines (durable, non-perishable product categories like sports equipment or cookware) – to now include softlines (like clothing and textiles) and consumables. This change aims to elevate customer experience by providing a more comprehensive view of products, thereby helping shoppers make informed buying decisions.

However, as with any significant update, the implications for sellers are complex, with both potential benefits and concerns.

Key Updates to the Image Selection Policy

1. Expansion to Softlines and Consumables

Amazon’s new policy, which initially applied to hardlines, will now encompass softlines and consumables (such as beauty products and supplements). The photos for the product detail pages of these product types may come from multiple contributors but only those that meet Amazon’s product image requirements will be selected.

For instance, if the required images for a consumable product’s detail page are missing (could be due to non-compliance), for listings with multiple sellers, Amazon may source images from other sellers or Amazon themselves.

You can upload extra images to your listings at any time to truly stand out. Just make sure they meet Amazon’s guidelines to maximize the chances of your product photos appearing on the detail page. Images may take up to 72 hours to show up on Amazon after being uploaded.

Note: When you create a product detail page on Amazon, it becomes a permanent part of Amazon’s catalog, even if your inventory runs out. Also, by adding your copyrighted image to a product detail page, you’re giving Amazon and its partners the right to use that image indefinitely, anywhere in the world, without any payment to you.

Other sellers can list their products on the same page you created, using the image you uploaded. However, Amazon requires that the products they list must be exactly the same as the one described on that detail page. If you find that another seller is listing a product that doesn’t exactly match yours, you should report this directly to Amazon.If someone has added your copyrighted image to Amazon’s catalog without your permission, you can file a report with Amazon to address the issue. You may also contact Selling Partner Support to report incorrect or inaccurate images.

2. Prioritization of Brand Owner Images

In response to seller feedback, Amazon will now prioritize images provided by brand owners. Third-party seller images will only be used if the required images from the brand owner are missing. This adjustment is intended to ensure that the most accurate and representative images are displayed on product detail pages.

3. Standardized Image Requirements

Amazon requires at least three images per product detail page: one on a white background, one showing the product in an environment, and one providing product information such as dimensions or nutritional facts. These images will be automatically selected and displayed in the media block’s first available slots.

4. Process for Correcting Incorrect Images

Sellers can contact Selling Partner Support or go to Image Issues to remove incorrect or inaccurate images. Amazon has outlined the process for adding images and resolving potential image issues, emphasizing that accurate and up-to-date images are crucial for maintaining listing quality.

Related: Combatting Amazon Account Suspensions: How to Stay Compliant with Evolving Policies

Potential Benefits for Sellers

• Enhanced Customer Experience: As previously mentioned, when you upload a product photo to Amazon, it may not show up right away. In some cases, Amazon gets pictures from different sources, and they choose the ones they think look the best and follow their guidelines. This means that the product image you sent might be different from the one that shows up because Amazon wants to make sure customers have the best experience. This could be beneficial in categories where visual information significantly influences purchasing decisions, such as clothing or consumables. By choosing the best images for a hardlines product detail page, for example, customers can get a more comprehensive understanding of the product, potentially leading to higher conversion rates
• Brand Image Control: The prioritization of brand owner images is a positive step for brands concerned about maintaining the integrity of their product presentations. This ensures that the most accurate images, reflecting the brand’s intended messaging, are displayed prominently.
• Consistency and Clarity: The requirement for standardized images, including environmental and informational shots, helps create a consistent and professional appearance across product detail pages. This can improve the overall shopping experience, leading to increased trust in the platform.

Issues Facing Sellers

While the policy offers potential advantages, sellers have voiced concerns regarding its implementation and overall effectiveness.

• Reliability of Support: Sellers have voiced skepticism about the effectiveness of Amazon’s Seller Support in addressing image-related issues. Past experiences have left some sellers frustrated, as they often find it difficult to get incorrect images corrected promptly. One seller noted, “The way I read this is, ‘If you have a problem, we will direct you to an Amazon employee who cannot solve the problem but will… pretend that he has solved the problem.”
• Updating Outdated Images: Some sellers worry that outdated images on product detail pages, particularly those updated by major brands like P&G, may not be replaced quickly enough. This can lead to customer dissatisfaction when the product packaging they receive does not match the images shown on Amazon.
• Hijacking and Unauthorized Changes: Sellers are also concerned about unauthorized sellers changing images, sometimes replacing the main image with something inaccurate or misleading. This has been a recurring issue, with sellers struggling to regain control over their listings. One seller recounted, “We had someone totally change one of our main images to something that was not even an option to buy… We had to fight tooth and nail with Amazon to get it changed back.”

Protecting Your Brand on Amazon

To protect your brand against copycats on Amazon, there are several steps you can take to safeguard your products and intellectual property:

1. Enroll in Amazon Brand Registry: One of the most effective ways to protect your brand is by enrolling in Amazon’s Brand Registry. This program provides you with tools to protect your brand and gives you greater control over your product listings. With Brand Registry, you can:
   • Control Product Listings: Ensure that the information on your product detail pages is accurate, preventing unauthorized changes.
   • Proactive Brand Protection: Amazon uses machine learning and automated protections that continuously scan its site for potential infringements, helping to remove inaccurate or infringing content quickly.
   • Report Violations Easily: The program gives you access to tools that make it easier to report violations, such as counterfeit products or unauthorized sellers listing their items under your brand.
2. Use Trademark Protection: Register your brand’s trademark. This is often a prerequisite for enrolling in the Brand Registry. A registered trademark can help you take legal action against those who use your brand name or logo without permission.
3. Monitor Your Listings: Regularly check your product listings to ensure that there are no unauthorized sellers or inaccurate product information. Use Amazon’s tools, such as Brand Registry’s search features, or AMZ Alert by Carbon6 to monitor your listings.
4. Leverage Enhanced Brand Content: Utilize features like A+ Content and Amazon Stores, which are available to Brand Registered sellers, to showcase your brand’s unique value proposition. This can make it more difficult for copycats to replicate your brand’s identity.
5. Protect Your Intellectual Property: Beyond trademarks, ensure you have copyright protections in place for your product images, descriptions, and branding materials. If someone uses your copyrighted content without permission, you can report it to Amazon.
6. File Infringement Reports: If you discover a copycat using your brand name or product images, you can file a complaint through Amazon’s reporting tools. Brand Registry makes it easier to submit and track these reports.

Taking these steps can significantly strengthen your brand’s defenses against copycats and unauthorized sellers, ensuring that your products and brand reputation are well-protected on the platform.

In sum, Amazon’s update to how product detail page images are selected is a mixed bag for sellers. While the policy aims to improve the customer experience by offering more comprehensive and accurate product representations, it also presents challenges in terms of support and maintaining control over listings.

Related: From Clicks to Conversions: The Ultimate Guide to Amazon Creative Listing Optimization