Jewelry browse tree update FAQ

Amazon deprecated the ‘Novelty Jewelry’ browse node in order to simplify the jewelry browsing experience. This change will make shopping for jewelry more intuitive for customers and ensure that they see the most relevant selection when they search.

FAQ

What happened to jewelry listed in the ‘Novelty Jewelry’ browse node?

All jewelry previously listed under ‘Novelty Jewelry’ is moved into generic jewelry category counterparts (i.e. Necklaces, Rings, Bracelets, etc.) in the Women’s, Men’s, Girl’s, Boy’s, and Baby jewelry departments. For example, an ASIN titled ‘Men’s silicone wedding band’ that was previously categorized as a novelty jewelry ring is now categorized under ‘Fashion: Men’s: Jewelry: Rings’.

How does the new Jewelry browse tree impact customers?

Customers can no longer shop the ‘Novelty Jewelry’ node and instead can shop by department (Men’s, Women’s, etc.) and jewelry category (Necklaces, Rings, Bracelets, etc.).

As a seller, do I need to take any actions to make my ‘Novelty Jewelry’ ASINs show up properly in the new browse tree?

No, sellers do not need to make any changes for their items to show up in the new browse structure because the Item Type Keywords (ITKs) remain the same. However, we always recommend jewelry sellers check the Browse Tree Guide periodically to make sure they are using the most up-to-date ITKs. Also, if you have not assigned complete and accurate values for Department Name (i.e. Men’s, Women’s, etc.), Material Type, Metal Type, Gem Type, and other attributes, your ASINs will not surface when customers use refinement pickers. It is important to make sure you are using valid attribute values for every attribute you have populated in order for customers to find your ASINs when they shop. Refer to the ‘Valid Values’ tab of the jewelry inventory file template for a list of valid attribute values.

How will this affect my business?

This change allows customers to stay in one jewelry store and consolidates traffic rather than splitting it between ‘Novelty’ and ‘Non-Novelty’ jewelry segments. By changing to a unified store, sellers can potentially get more customer visits and better sales rates per visit. Additionally, customers actively use refinement filters when they shop for jewelry. If ASIN data is complete and accurate, customers will be able to find the products they want to buy.

Note: Each refinement filter only includes ASINs that have valid values assigned to the relevant attribute. Therefore, it is important to make sure you are using valid values when setting up ASINs.