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Hello everyone, it’s @Glenn_Amazon from the Amazon Seller Forums Community Management team. Today I'd like to discuss the core of every Detail Page; Attributes. Attributes are the essential details you add to your listing including things like Brand, Manufacturer, Color, or Size. Understanding Attributes and how they work can make your listings more attractive to prospective Buyers and help strengthen your listings. Every listing as certain required Attributes, while other attributes are simply recommended.

On Amazon, each Seller on a listing “contributes” to a listing with their suggested Attribute value. In many cases, particularly when you are selling a product already in Amazon’s catalog, you may not need to submit any of your own information. In other cases, you may disagree or identify inaccurate information in a detail page and submit your own content. Amazon’s systems will then determine which Seller’s contribution is published to the detail page based on sales volume, refund rate, buyer feedback, and A-to-z guarantee claims. The main factor is Brand Ownership. This is one of the main reasons Amazon recommends Brand Registry as a way to have more control of your detail pages. By using the contributions from different Sellers, the goal is that the best possible detail pages can be created.

As I mentioned some attributes are required for a listing to be created for example:

• Title
• Brand Name
• Product ID (GTIN)

If you are missing a required attribute a listing will not be able to be created and will result in suppressed or incomplete listings. A product’s category will determine which Attributes are required and which are suggested. Be sure you review carefully to ensure that you have filled out all required attributes or you might get stuck in the listing creation process.

I recommend you review your listings and categories to see if your listings might be missing information that would be helpful for your buyers. This is very important as Amazon updated the required attributes for listings across Amazon (All 1750 types!) and you may have a required attribute that is currently missing.

Is there anything about attributes you want to learn more about? Do you have a question about a specific attribute type? Feel free to reach out here to request insight into all the different attributes that might be associated with your products.

Thank you so much for joining us today, if you are having specific issues with Seller Support or specific ASIN we request you make a new thread. Thank you for your understanding.

Resources:

Listings attribute guide (PDF)

Updated attributes within the Add Products and Add Products via Upload interface

Suggest changes to your product detail page