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This article applies to selling in: United Kingdom

Product Detail Page Rules

Customers will first learn about your offers on a product detail page. The policies below ensure each product detail page covers a single unique item. This helps give customers a clear and consistent buying experience. In general, you will need to :

  • As a seller, you need to understand and comply with Amazon’s policies on product safety and compliance. For more information, visit the Product Safety and Compliance page .
  • Comply with any relevant style guides and refrain from using HTML, JavaScript or other code.
  • Exclude inappropriate content such as obscene or offensive materials, links or contact information, plot spoilers, reviews or requests for reviews, and advertising.
  • Accurately categorise and describe your products.
  • Do create new detail pages for new products or versions.
  • For Consumer Electronics product types “Cellular Phones”, “Notebook Computers”, and “Tablet Computers” with different country versions, each differentiated country version must have a differentiated product detail page. You must list the product's country version corresponding to the one described on the product detail page. It is prohibited to list a product if its version on the product detail page is meant for another country (e.g. listing under a UK version mobile phone the German version of this mobile phone).
  • Refrain from creating duplicate pages for a product that already has a detail page.
  • Only create valid ‘variations’ that relate to the primary product. For more details, please see the Variations Policy.
  • If you wish to sell a product under a different trademark (for example, brand or manufacturer name) to that of an existing ASIN (or where an existing ASIN has been created without a brand or manufacturer), do not change the existing ASIN. Instead, create a new ASIN for that trademarked product.
  • Detail page information must be added in the local language of the specific marketplace (i.e. Japanese for, German for, Portuguese for, etc.). Foreign Books are the only category where listings in foreign languages are allowed; in this case, the language of the detail pages’ content shall be either the local language of the specific marketplace or the same language of the book being sold.

Policies for writing listings

  • Using page-creation tools for any purpose other than creating product details pages is prohibited.
  • Do not use HTML, DHTML, JavaScript or other types of code in your product detail pages. As a special case, you can use line breaks (</br>) as necessary in the description. Comply with the relevant style guide for the product you are listing. You can find general rules that apply to all products in the Amazon Services Quick Start Style Guide. Some types of product have extra style guidelines. You can find the full set in the Templates for Specific Categories.
  • Comply with Amazon listing standards for any product sold on Amazon. Failure to do so creates a negative customer experience and may result in your selling privileges being temporarily or permanently removed. This includes but is not limited to the following:
  • None of the following are allowed in product detail page titles, descriptions, bullet points or images:
    • Information that is grossly harmful, harassing, blasphemous, defamatory, paedophilic, libellous, invasive of other’s privacy, hateful or racially/ethnically objectionable, disparaging, relating to or encouraging money laundering or gambling, pornographic, obscene or offensive content or otherwise unlawful in any manner whatever.
    • Details of availability, price or condition.When listing a product for sale, sellers must follow the Amazon offer listing process. Within the offer listing process, sellers are given an opportunity to note their item’s condition, quantity, price and other details that are relevant to a specific listing.
    • External contact information such as but not limited to: Phone numbers, physical postal addresses, email addresses, social media handles or website URLs.
    • Links or references to alternative ordering information (such as links to other websites for placing orders) or alternative delivery offers (such as free delivery)
    • Spoilers on Books, Music and Video or DVD (BMVD) listings. This includes giving away plot details crucial to the suspense or surprise ending of a story.
    • Reviews, quotes or testimonials.
    • Requests for positive customer reviews.
    • Adverts, promotional material, or watermarks on images, photos or videos.
    • Time-sensitive information, such as dates of tours, seminars or lectures.
    • Display of trademarks on generic products
    • Information containing software viruses or any other computer code, files or programs designed to interrupt, destroy or limit the functionality of any computer resource.
    • Information violating any law of the marketplace country for the time any such law is in force.
  • Generic products may not be listed under ASINs of trademarked products, even if the products are similar or identical.
  • Product titles must not have more than 200 characters, including spaces. This upper limit applies to all categories. Some categories might have a limit of even fewer characters. See the Templates for Specific Categories for details .
  • If the category you are listing in gives you the option of supplying a List Price (‘MSRP’) or Recommended Retail Price (‘RRP’), please indicate the price recommended by the manufacturer and actually applied by retailers as selling price in the relevant marketplace. You are responsible for ensuring that the List Prices/RRPs you provide to us remain accurate and updated for the marketplace in which you are offering the product. If you do not have a List Price/RRP that meets these criteria, leave the field blank.
  • You must comply with applicable advertising rules. Further information which you may find useful is available in the CAP Code and the resources from the Advertising Standards authority

Policies for adding detail pages

  • You cannot add details which infringe upon the IP rights of other parties or individuals. For more details, check the Intellectual Property Rights for Sellers page.
  • You must not use Add a Product, inventory files and Amazon Marketplace Web Services (Amazon MWS) listing APIs for any purpose other than listing products on Amazon.
  • You must not use false product identification information in product detail pages. This includes UPC codes and publication dates.
  • You must not create a product detail page for a product already in Amazon’s catalogue, including products listed on other Amazon marketplace websites (i.e.,,, etc.)
  • You must not use product detail pages to cross-merchandise or cross-promote a product.
  • You must provide only information that pertains to the features of the product in general, not the condition of your particular item. Product detail pages can be used by any other seller to list the same product.
  • For Books, Music, Videos and DVDs (BMVD), you must not use a single product detail page to advertise more than one product. BMVD-only product bundles must be defined by the publisher or manufacturer and have a single ISBN, UPC or EAN that is different from the product identifier of any single item in the bundle.
  • For car and motorbike parts, do not include vehicle information in the titles. With Part Finder , buyers can select their specific vehicle make and model and seamlessly find compatible products. However, it might be confusing if buyers are shown a product with vehicle information in the title that does not match the make and model that they have selected.

Policies for editing detail pages

  • You must not use an existing listing for a new version of a product. Changes to a product’s packaging colour, design or material do not require creating a new ASIN. Only when the product being sold is either materially different or changed in brand value is it necessary to create a new ASIN. This includes changes in colour, size, material, features and product name. For example, a manufacturer updates its streaming media player by adding a new remote control with four buttons instead of two. This product is materially different from the older version and it must be listed as a new ASIN.
  • You may only update detail pages to better or more accurately describe the product as originally listed. You may not change/add the ASIN title, brand or manufacturer name in the respective data fields (even if one does not exist, i.e. where the ASIN was created without a brand or manufacturer as a ‘no-name’ or generic product) unless the updates include additional details, clarifications, grammatical fixes or removal of content that violates Amazon policy.
  • If you choose to re-brand a product, you must create a new ASIN rather than update an existing ASIN. This is true even if the product is unbranded and does not change materially after the brand change. This includes adding a brand to a previously unbranded product.
  • If you believe that the brand or manufacturer name on an existing ASIN is incorrect, contact Seller Support and provide all available evidence to support your position. This includes if you are unable to list a product with the correct UPC because that UPC is already in use for another ASIN. Do not make changes to the original ASIN. Instead contact Seller Support with proof of UPC ownership and request that they create a new ASIN for the same UPC.

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