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This article applies to selling in: United States

Multipack imaging standards

While shopping on Amazon, customers use imagery and product titles together to determine what they are purchasing. The first image customer notices in the search and on the product detail page is the Main image. This image is key to helping the customer understand the product they are purchasing. As part of the overall buying experience, it is important to ensure the image and title convey consistent information.

Before you select a main image, review the general image requirements to ensure your images are compliant. To know more, refer Product image requirements.

Following are some guidelines to help you with your main image selection.

Multipack:

Multiple items packaged together or large quantities of identical items.

  1. The main image should show the total quantity that will be delivered to the customer.
  2. The main image should show the product in the packaging as this provides content information to the customer.
  3. Product titles should contain the total quantity (x pack or x count).
  4. Ensure the image and product title do not conflict in a way that could cause confusion for the customer. Refer to examples depicted in 'Image and title inconsistency' section below.

Table 1. Examples


Oreo Chocolate Sandwich Cookies


Gildan Socks White with Grey 8 Pair Pack


Lays Kettle Cooked Variety Pack 12 count

Coca-Cola 6 Pack


Poland Springs Bottle Water 40 Count

Hanes Mens 7 Pack T shirts


Enfamil Nutramigen Formula 19.8 oz. 4 Pack

Scotch Scissors Soft Touch 12 count


Crystal Geyser 16.9 oz Bottles Solimo Flex Sheet Pape Pack of 1872

Bottles Solimo Flex Sheet Paper Towels 24 Rolls

Variety multipacks:

Products containing multiples of different products packaged together.

  1. The main image should show the total quantity that will be delivered to the customer.
  2. The main image should show the product in the packaging as this provides content information to the customer.
  3. The product title should state the total quantity included (x pack or x count).
  4. Ensure the image and product title do not conflict in a way that could cause confusion for the customer. Refer to examples depicted in 'Image and title inconsistency' section below.


    Nabisco Cookie Variety Pack (60 pk)

    Wrigleys Chewing Gum Assortment 40 Packs

    Bolter 4 Pack Mens T-shirt

    TeeHee Socks 50 Pairs various Sample

  5. Where there are large quantities of product that has variety, feature enough information of the product to explain the contents. You can do this by showing each type of variable product with a total count in the title.

    San Francisco Bay One Cup Variety Pack (80 Count)

    148 Individually Packaged Large Head Medium Bristle

    Grandma’s Cookies Variety Pack, 30 count

    Lays Potato Chips Variety Pack 40 Count

Multipack sticker

In limited global marketplaces and product types, Amazon has a functionality that will dynamically display a pack quantity sticker on the detail page. When utilizing this functionality, it is important to know the pack quantity sticker will not appear in search and you must ensure your image and title clearly reflect what the customer is receiving. If this functionality is available in your marketplace, you will find more information by searching for ‘Item Package Quantity’ in Seller Central.

Important: Product images should not include any Amazon logos or trademarks, or variations, modifications or anything confusingly similar to Amazon's logos and trademarks. Examples of this would be AMAZON, PRIME, ALEXA, or the Amazon Smile design. This requirement also applies to pack quantity sticker and application of it to your image will result in image removal or search suppression of your listing.

If you are utilizing the pack quantity sticker, following are the guidelines to ensure a consistent experience for the customer.

  1. The sticker is most effective when selling multiples of identical items.
  2. The image should be of a single item.
  3. The product title should state the total quantity.

Fuji Natural Artesian Water 16.9 oz. (Pack of 24)

Crystal Light Drink Mix, Peach Mango Green Tea (Pack of 12 canisters)

Images below are examples where it would be ideal to add the multipack sticker since the image is displaying a single item. Addition of the pack quantity sticker can communicate the pack quantity to the customer.

Seventh Generation Paper Towels, 100% Recycled Paper 6 count (pack of 4)

Image and title inconsistency

Ensure the product title and image together create a consistent message to the customer. Below are some examples to illustrate the inconsistencies you can avoid:

Example 1: The addition of '5-count' to the title may leave the customer wondering if they are getting 5 packages of 40 or if the 5 count is the individual packs. You can further clarify the product contents in the product detail page. Avoid putting additional information in the title that may confuse the customer. This title should only have '40 packs'.


Wrigley’s Doublemint Chewing Gum 5-count (40 packs) Example 2: This is an example where the product title and image conflict and the customer has to explore more to understand the product. The product image shows '12 packs' on the box but the title says '48 cookie packs'. Upon further investigation, you see in the detail page images that there are 4 total packages of 12, that was not apparent at first. While the image of 4 packages does not look captivating, it would have created a consistent message with the title. The other option would have been to features a single package of cookies with the title showing 48 cookie packs.

Oreo Cookies Snack Pack Mix – Original & Double Stuff – 48 Packs Total

Example 3: In this example, the image shows a single roll but the title includes '6 count' and 'pack of 4' which creates confusion for the customer. This title could have been simplified by stating '24 count' in the title. For example, 'Seventh Generation Unbleached Paper Towels, 100% Recycled Paper, 24 Count'.


Seventh Generation Paper Towels, 100% Recycled Paper 6 count (pack of 4)

Example 4: This example creates misperception due to multiple numbers in the title that requires the customer to calculate how many boxes of Kleenex they are receiving. This can be simplified with an image of 30 boxes of tissue and title stating ’Silky Soft Facial Tissues, White, 30 boxes (100 tissues in each box)’.


Silky Soft 2-Ply Facial Tissues in a box, White, 100/Tissues a box, 30/case (3000 Tissues) (Pack of 3000)

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