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This article applies to selling in: United Kingdom

Browse & Search

Customers come to to shop for products. They can find your products two ways: Browsing or searching. Most customers use a combination of both.


To help customers to find products easily, Amazon has developed a detailed product hierarchy or browse-tree structure. Customers refine by category and subcategory until they reach the most specific product type for what they're looking for.

In order for your products to appear when customers refine their category options, your products must be classified to the most specific relevant subcategory. If you classify your products to a broader category, then they will "fall out" when the customer refines to a more specific level.

For example, "pasta pans" would be classified as pasta-pans and not just as pans or kitchen. If you have classified your pasta pan as pans, then customers would not see your product if they refined their browsing to pasta-pans.

Browse Tree Guides (BTGs) are category-specific documents that provide valid browse values for your products.

Product Classifier

Use the Product Classifier tool instead of the BTGs to select classification for a listing. For more information about the Product Classifier, see Using the Product Classifier. For refinement fields and valid values, continue to refer to your category's BTG.

The following attributes use browse values:

Attribute Definition Examples
ItemType Enables customers to find your products as they browse to the most specific item types. This is the most important value, and it determines browse category structure.

Note: The Item Type keyword must have exactly the spelling and formatting prescribed in the BTG and Product Classifier.




UsedFor Clarifies further how and what the item can be used for, such as for holidays, seasons or events. business-gift



OtherItemAttributes Specifies other attributes of your product. Recommended for further classification of your products in the browse structure. lantern-lighting-style



SubjectContent This field is currently not used.

TargetAudience Specifies who is likely to use or want your product. unisex-baby




Search terms help customers to find your products. The words that you choose are the terms our search engine pulls from when customers search the site.

Here are some guidelines for search terms:

  • Think like Amazon shoppers when choosing your terms. Use words that they might enter into the search bar, including synonyms.
  • Product title, company name and brand name are already searchable, so think about other words to describe your product.

Each product can have up to 5 search lines of 50 characters per field. That's 250 characters. For more details about how to create effective search terms, see Using Search & Browse. Also, you can learn about classifying your products using XML.

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