Retailer Style Guides

  • Content Requirements – best practices, policies, and guidelines
  • Length – Character ranges for titles, bullets, and product descriptions
  • Titles – style requirements


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


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: 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

Content26 Resources

Learn more about what we do

  • Amazon Content

    For more than a decade, content26 has created product content for some of the world’s most iconic consumer brands.

    Amazon A+ Content
    Amazon Essential Content

    Learn more →
  • Amazon Advertising

    We help clients manage their Amazon advertising spend and provide actionable campaign insights.

    Detailed reporting & consulting
    Data-driven keyword analysis

    Learn more →
  • Retailer Content

    Need product content for Walmart or other retailers? Our content is used globally on more than 200 retail sites.

    Enhanced Content
    Essential Content

    Learn more →