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This article applies to selling in: United Kingdom

Shoe Size Standards FAQ

At a high level, what is changing?

Amazon will standardise shoe size inputs to facilitate a more consistent customer experience. Seller contributions containing a shoe size that does not follow the guidelines of the marketplace are now at risk of having offers removed from Amazon. If a contribution is suppressed due to an invalid shoe size, you will need to resubmit the contribution with a valid shoe size to make the offer visible.

When will these changes take place?

The new footwear_size attributes are visible to sellers since August 30, 2019 across all Third-party (3P) listing experiences (custom templates, XSDs, 1 by 1). The attributes will initially be optional to provide and the existing size_name attribute will remain as required. However, if you choose to provide both, the values you provide in footwear_size will overwrite the value provided in size_name. This is highly recommended by Amazon as it will ensure that you have provided a valid value and eliminate the risk of your offer potentially being removed due to an invalid size at a later date. The existing size_name attribute will be removed on October 30, 2019 and the footwear_size attributes will become required. At this time, Amazon will begin enforcing valid values. Shoe sizes that do not meet our standards might be removed from display on detail pages after October 30, 2019. This applies to newly created ASINs as well as existing ASINs. Additionally, these changes will also take place in other regions throughout 2019 or 2020.

Why is Amazon now enforcing the shoe size guidelines?

Amazon believes that customers are entitled to shop in sizes they understand. Unintelligible sizes clutter the size drop-down list and lead to duplicate products. In addition, products with clean sizes are discoverable via size and width browse refinements and show better sales conversion compared to products with size defects. Amazon is committed to helping sellers meet this data quality bar by providing detailed guidelines during all steps of the listing process.

How does this benefit my business?

Standardised sizing improves the customer’s shopping discovery and purchasing experience. We found ASINs with a valid size name had a higher percentage of Glance Views (the number of times a Product Detail Page is viewed) compared to ASINs with non-valid size names. We observed a similar trend in regards to OPS.

What are the customer benefits of standardised shoe sizes?

Only the sizes a customer is familiar with based on geographical location will appear in the shoe size drop-down list. Additionally, when browsing on Amazon, customers will find that additional selection is now available when filtering search results using the left-hand navigation tools. For example, previously when customers selected options such as shoe size, only a limited number of results appeared. With Amazon’s standardisation of shoe size, customers will be able to find the exact shoe they are looking for within Amazon’s vast selection easily.

What are the customer benefits of standardised shoe widths?

Amazon has taken customers feedback and standardised shoe widths from alphanumerical values that are commonly unknown to a simplified word-based representation. For example, E for men’s shoe represented Wide while E for a women’s shoe represented Extra Wide. Looking at the top customer FAQ, we found that customers didn’t understand the value E, and also didn’t have the industry knowledge that width values are gender specific. Now all variations will be consistently represented as values such as Wide or Narrow to avoid confusion around the meaning of alphanumeric values. See Shoe Width section to learn more.

Will this affect existing ASINs?

Yes, updates to existing ASINs will be rejected if they do not meet the new shoe size standards. For example, if you have a contribution with a non-valid shoe size and you try to make a pricing update after October 30, 2019, your pricing update will be rejected and the contribution will be removed from the detail page. Therefore, we strongly recommend updating all of your existing shoe size values to conform to our guidelines prior to October 30, 2019.

How will this affect Excel (Inventory File) templates?

Instead of providing a shoe size value through free-form text columns, Amazon will provide a series of drop-down lists with valid values to help guide sellers to provide standardised sizes. For example, an attribute drop-down might ask if the shoe size is for an Adult or Infant. Once you have selected an option, the corresponding attribute drop-downs will consolidate to a limited list only applicable to your previous selection. To learn more, see the Shoe Size Requirements and understand details of this logic.

What if I use a feeds integrator?

The same standards will apply to all ingestion methods (Excel, 1 by 1, feeds). Therefore, if you use a feeds integrator, the integrator will need to conform to the Shoe Size Standards. Amazon has published these standards and acceptable shoe size values approximately 60 days prior to enforcing the new standardised values (August 30, 2019 to October 30, 2019) to allow sufficient time to adopt the new standards.

What are normalisation rules and why do they exist?

Normalisation rules automatically reformat size_name values when possible. To make things easier for sellers, we apply normalisation rules to sizes that do not conform to our size format standard to disambiguate sizing for the end customer and eliminate duplicates. For example, if you have previously submitted the shoe size 7 1/2 UK to Amazon’s UK marketplace, it has been automatically converted to 7.5 UK and is now not at risk of being removed since the value matches to a valid size_name value.

What are the acceptable shoe sizes for each marketplace?

See Valid Shoe-Size Inputs section in Shoe Size Standards for a comprehensive list of valid values for all attributes related to footwear size in addition to the valid size_name values displayed on-site.

Why is the shoe size displayed on the website different from the size information I submitted?

Amazon standardises shoe sizes displayed on our website to eliminate duplicate sizes and to improve the customer experience. Having accurate shoe size information and a clean detail page helps build customer confidence and increases conversion. Here is how the shoe size standards work:

If two sellers have listings for the same size and style of men’s shoe but each provides a different size_name value for that shoe, one being 10.0 UK and the other 10 uk, Amazon’s shoe size standardisation logic will convert both sizes to 10 UK. As a result, only one version of the shoe size 10 UK will be listed in the size drop-down list, and both seller’s offers will be associated with the size 10 UK shoe.

Is it possible to switch the sizes to show in a different country standard (for example, US sizes in the UK)?

Only the sizes local to the marketplace customers are shopping in are displayed in the shoe size drop-down list. For example, in the UK, a customer will view UK sizes and in the US, a customer will view US sizes. If you would like to show a shoe size conversion, you can submit a size chart by following these instructions. Size charts are displayed when a customer clicks on the Size Chart link on the detail page.

Will the product and product packaging match what appears on Amazon’s website?

If the seller does not use the local size system (in the UK, it must be a UK size system), the product and product packaging will show the converted size. For example, a US brand will show the converted UK sizes on-site which might not match the shoe size listed on the product and product packaging. Therefore, it is highly recommended that you submit a size chart so customers can view your shoe size conversion. If you would like to show a shoe size conversion, you can submit a size chart by following these instructions. Size charts are displayed when a customer clicks on the Size Chart link on the detail page.

What if I want to list my product in multiple Market Places (MPs)?

You must provide local sizes for each marketplace in which you intend to sell. Therefore, if you’d like to sell in the US, EU and the UK, you’ll need to provide separate custom excel templates (or preferred ingestion method) for each locale.

Why can’t Amazon translate my provided size into other MPs?

Amazon recognises that translation of sizes is brand specific. For example, Brand X might state that shoe size 36.5 EU translates to a 3.5 UK, while Brand Y might state that 36.5 EU translates to a 4 UK. Due to the inconsistency between Brand size mappings, and in order to ensure customers receive an accurate product, Amazon will not translate sizes across MPs. Therefore, it is highly recommended that you submit a size chart so customers can view your shoe size conversion. If you would like to show a shoe size conversion, you can submit a size chart by following these instructions. Size charts are displayed when a customer clicks on the Size Chart link on the detail page.

What if my size doesn’t exist in the template drop-down values?

If you feel that you have a valid use-case where your size isn’t an available option in the template drop-down list, you can submit a request to Amazon support to have your size added to the template. The Amazon support team will validate whether the use-case is valid and pass the request on to internal Catalogue teams to approve and have valid values updated. Non-valid use cases include requesting a new marketplace value that does not apply to the specified marketplace, will be automatically rejected, for example, submitting a request to add 37 EU to the UK list of valid values will not be acceptable. This additionally applies to requests that are outside of MP standards. For example, submitting a request to add size 35 UK. And, formatting preference requests will also be automatically rejected. For example, submitting a request to change 7 UK to 7.0 UK or updating the shoe size name sort order will not be accepted.

Why is my size hidden on the product page?

In order to improve the customer experience, Amazon retains the right to hide sizes that appear inaccurate or incorrectly formatted. If a size does not follow the size standards listed on the ‘Shoe Size Standards’ page in Seller Central, it may be subject to being hidden. For more information, see Shoe Size Standards

Do I also need to fill in some of the new attributes for parent product?

No. Do not fill in the footwear attributes for Parent products – they are only required for Child products.

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