Retailer Style Guides
- Content Requirements – best practices, policies, and guidelines
- Length – Character ranges for titles, bullets, and product descriptions
- Titles – style requirements
Example:
Brand name first, then series name, model name, what it is (“Headphones” “Rechargeable Batteries” etc.), measurements, color, and packaging in parentheses and separated by commas, i.e., “(Black, 5.3 feet, Set of 6)” or “(Red, Body Only)”
- Bullet Guidelines
Example:
Bullet 1: Overall synopsis of product
Bullet 2: Materials and construction
Bullet 3: Major feature(s)
Bullet 4: Minor feature(s)
Bullet 5: Included accessories
- Units of Measurement
- Trademark Formatting
- Word Lists
- Prohibited Terms
- Image Requirements
- Retailer Voice
Example:
Amazon.com speaks to customers with a voice that is at once authoritative, literate, conversational, and entertaining.
Style Guide Examples
Real-world examples of style guides in action
- Amazon Consumer Electronics Department: https://images-na.ssl-images-amazon.com/images/G/01/rainier/help/CEStyleGuide.pdf
- Amazon Toys and Games Departments: https://s3.amazonaws.com/merchant-facing/StyleGuides/ToysStyleGuide.pdf
- Walmart Item Page Content Style Guide: https://marketplace.walmart.com/k/servlet/fileField?id=0BE61000000L58l
- Newegg Marketplace Policy: https://promotions.newegg.com/marketplace/contentpolicy/ContentPolicy.html
Content26 Resources
Learn more about what we do
- Website – http://content26.com
- Blog – http://content26.com/blog
- Freelance writers – http://content26.com/jobs/freelance-writer-general/
