Creating Great Detail Page Content
What makes a great detail page?

A great detail page accurately presents all the product information a customer would want and need in order to make a buying decision. Important components of a detail page include:

  • A concise and unique title, in title style
  • 5 bullet points conveying the most important information about the product
  • An accurate description of the product, discussing all its major features in detail
  • A clear product image of exactly what the customer is purchasing

In creating these detail page elements, it is critical to be as accurate as possible with the product information. Customers want to know exactly what they are buying and have a pleasant experience learning about the product. This also means writing grammatically correct content, free of punctuation and spelling errors. style requirements (with suggestions and examples) are discussed below.

How do I write a great title?

Each product category has a formula to use when writing product titles. All categories start with the brand and list the product name. Other facets of the title may include: the quantity (if more than one), the color (if it comes in more than one color) or pattern, the model number, the power output, and the size. At we are very careful with all our titles since in many cases the title is the first information the customer learns about the product.

It's important that all titles follow our style guidelines and have correct capitalization and spelling. Here are some title formulas and examples for major product categories. Please contact your buyer for categories not included in this list.

Cookware, Cutlery

  • Style: Brand + Line + Size+ Product Type
  • Example: Calphalon Professional Hard-Anodized 8-1/2-Quart Saucier with Lid
  • Example: Sabatier Precision 14-Piece Stainless-Steel Knife Block Set

Cook's Tools & Gadgets

  • Style: Brand (+ Model Number if necessary) + Model Name + Product Type, Color
  • Example: Vacu Vin Wine Saver Gift Pack, White

Small Appliances, Home Environment

  • Style: Brand + Model Number + Model Name + Product Type, Color
  • Example: KitchenAid KSM150PSER Artisan 5-Quart Mixer, Empire Red
  • Example: Vornado 510W Compact Air Circulator


  • Style for Sets: Brand + Pattern + Product Type, Amount
  • Example: Pfaltzgraff Charlotte 16-Piece Dinnerware Set, Service for 4
  • Example: Spiegelau Authentis Collection Burgundy Wine Glasses, Set of 6
  • Style for Individual Pieces: Brand + Pattern + Size + Product Type
  • Example: Pfaltzgraff Jamberry 4-Quart Salad Bowl
  • Example: Fiestaware Cinnabar 467 11-3/4-Inch Chop Plate


  • Style for Sheets, Mattress Pads, Blankets: Brand + Line/Pattern + Thread Count + Material + Size + Product Type, Color
  • Example: Wamsutta Luxury 400-Thread-Count Sateen Queen Sheet Set, Halo
  • Example: Wamsutta Even-Temperature Queen Mattress Pad
  • Style for Pillows: Brand + Line + Size + Product Type, Quantity
  • Example: Pacific Coast Feather Eurosquare Queen Feather Fill Pillow, Set of 2

Bath Towels

  • Style: Brand + Line/Pattern + Material + Product Type + Quantity, Color
  • Example: Royal Velvet Classic Hand Towel, Peridot
  • Example: Martex Atelier Hand Towel 2-Pack, Blue Moon
  • Style for Towel Sets: Brand + Line/Pattern + Material + # of Pieces + Product Type, Color
  • Example: Christy Embrace with Silk 3-Piece Towel Set, Sesame

DVD Players

  • Style: Brand + Model Number + Size + Product Type + Screen Style (if needed) + (Color/Pack Size)
  • Example: Panasonic PV-D4743S Progressive Scan DVD/VCR Combo (Silver)


  • Style: Brand + Model Number + Product Type + (Color/Pack Size)
  • Example: Sharp LC-20E1UB 20-Inch LCD Flat-Panel TV (Black)

Video Games

  • Style: Brand + (Model Number if unclear what product is) + Product Type + (Platform)
  • Example: Thrustmaster Freestyler Bike (PC)

Laptops and Desktops

  • Style: Brand + Model Number + PC Type + (Processor speed + MB of RAM + Hard Drive Size+ Optical Drive)
  • Example: Sony VAIO PCG-FRV25 Notebook (2.66-GHz Pentium 4, 512 MB RAM, 40 GB Hard Drive, DVD/CD-RW Drive)

If you have difficulty writing a specific title, start with this default title style and work with your buyer to make it specific to your product category: Brand + Model + Product Type

In addition to the formulas for individual categories, there are several style guidelines that apply to all product categories:

  • Capitalize the first letter of each word
  • Spell out measure words such as Ounce, Inch, and Pound
  • All numbers should be numerals
  • Ampersands should not be used in titles unless part of a brand name; spell out and lowercase "and"
  • If the size is not a relevant detail, do not list it in the title
  • If the product does not come in multiple colors, the color should not be noted in the title
How do I write great bullet points?

The bullet points list out the major features of the product in an easy-to-read and concise fashion. Some customers may not scroll down very far on the page, so it's important to put the most important information in the bullet points. Some details to include are: full contents of what's in the box; materials and construction; major features and benefits; power output; information on controls and settings; details on pattern/design; care instructions; dimensions; and warranty information.

Each category requires slightly different information and ordering of bullets. Below are a few sample bullet sets. Ask your buyer for details on your category, if your category is not listed here.

Open-Stock Cookware:

  1. Description (2-quart saucepan) and construction interior and exterior
  2. Handle construction--material and information on rivets (stay-cool?)
  3. Lid construction and design, if applicable (If not applicable, use bullet 2 to describe construction in more detail and move handle construction to bullet 3)
  4. Care instruction; oven-safe temperature
  5. Dimensions (7 by 2 inches); warranty information

Small Appliances:

  1. Overall synopsis of product
  2. Major feature(s), highlighting materials and construction
  3. Power output; Information on controls and settings
  4. Included accessories
  5. Dimensions; Warranty information

Tableware Sets:

  1. General summary of set, including how many it serves
  2. What's in the Box info--list each piece in set, plus dimensions
  3. Construction/materials details
  4. Details on pattern/design (discuss colors, textures, mix-match options, etc.)
  5. Care instruction; freezer/oven safe details; warranty information

DVD Players:

  1. Types of media playable (CD, DVD, MP3, etc.)
  2. Top three features (zoom, repeat, etc.)
  3. Input/output types
  4. Sound attributes (surround, etc.)
  5. Product dimensions (W x H x D)


  1. Screen size and information followed by dimensions (W x H x D)
  2. Top three features (DCDi picture enhancement, picture-in-picture, etc.)
  3. Next top three features
  4. Input/output types
  5. Sound attributes (surround, etc.)

Video Games:

  1. Genre (first-person shooter, action/adventure, etc.) incorporated into a "wow" statement ("First massively multiplayer game for the Nintendo GameCube")
  2. Cool feature 1
  3. Cool feature 2
  4. Cool feature 3
  5. Max number of players and/or online multiplayer component

If you have difficulty writing bullets for a specific product, start with this default bullet style and work with your buyer to make it specific to your product category:

  1. General product description
  2. Materials and construction
  3. Details on most important feature(s)
  4. Details on other important feature(s)
  5. Dimensions

Here are a few short style details to remember when writing bullets:

  • Measurements should be formatted like "Measures 16 by 12-1/2 by 4 inches"--also use similar wording within the review.
  • Never abbreviate, unless it is a common industry acronym that is never spelled out.
  • Don't use symbols (like the TM symbol).
  • Always use numerals instead of spelled-out numbers.
How do I write a great product description?

Product descriptions discuss the major features of the product, without expressing an opinion. They are located half-way down the page in the section called Product Description. Reviews, From the Manufacturer descriptions, and merchant product descriptions also live in this area.

Product descriptions may be similar to what's on the manufacturer's site, but not copied verbatim. They should be written in paragraph form and in complete sentences that are easy and interesting for the customer to read. Content of the product description should cover the major product features and positioning within its category, and expand on the details listed in the bullet points. Information on the materials and construction, controls and settings, and included parts and accessories is critical in the buying decision. Also be sure to include accurate dimensions, particular care instructions, and warranty information. Other relevant issues to discuss in this space include: limitations of the product, origin of manufacture, safety instructions or warnings, how the product was created or tested, information on major awards won. If in doubt of how much information to include, always err on the side of too much, rather than not enough. Until an review is written, this description may be the only detailed information the customer uses to make a buying decision.


The following illustration provides additional guidelines that should be followed when writing product descriptions.

What to include in a book description:

  • Describe the story and characters without giving away details that are crucial to the suspense, mystery or surprise ending of the story. A good example of an appropriate book summary is the kind you often find on the inside flaps or back cover of a physical book dust jacket. If you do provide information from the book cover, be sure you have all necessary rights to the book description you provide.
  • Focus on the book itself, but you may also include references to other comparable books and/or authors.

What *not* to include in a book description:

  • Pornographic, obscene or offensive content.
  • Spoilers! Please don't reveal plot elements that are crucial to the suspense, mystery or surprise ending of a story.
  • Reviews or quotes. The focus should be on the book itself.
  • Time-sensitive information (i.e., dates of promotional tours, seminars, lectures, etc.).
  • Solicitations for positive customer reviews.
  • Phone numbers, physical mail addresses, e-mail addresses, or website URLs.
  • Advertisements or promotional material.
  • Availability, price, condition, alternative ordering information (such as links to other websites for placing orders), or alternative shipping offers (such as free shipping).

Examples of good product descriptions:

Konica Minolta Dimage A2 8MP Digital Camera with 7x Optical Zoom

In response to user needs for higher picture quality and greater shooting comfort, Konica Minolta is proud to release the DiMAGE A2 SLR-type digital camera, a camera that inherits the quality and performance of the DiMAGE A1.

The DiMAGE A2 comes equipped with an 8-megapixel 2/3-type progressive primarycolor CCD with 8.0 million effective pixels for super-high-resolution. The Konica Minolta 7X optical GT lens ensures that light gets to the CCD sensor with maximum fidelity. Plus, the CxProcess II image processing technology ensures that the colors come out just the way you see them. In addition, the new Super Fine EVF provides sharp and clear viewing thanks to the high-density display composed of 922,000-pixels, 4 times as many as the previous model. The DiMAGE A2 is also equipped with the same Anti-Shake function as the DiMAGE A1 where the CCD shifts to minimize the effect of camera shake up to 3 shutter speeds. Konica Minolta’s Anti-Shake function delivers a highly effective way to take high-quality images with low-ISO hand-held shooting under telephoto and low lighting situations.

The DiMAGE A2 also features high-quality movie recording at 544 X 408 pixels with audio at 30 fps, resolution that looks great when viewed on a TV screen. And the bundled video editing software turns you into a movie maker. The DiMAGE A2 is packed with cutting edge technology that delivers high-picture quality, AF performance and ease of operation with advanced technology.

Warmrails Hyde Park Towel Warmer and Drying Rack, Chrome

Keep towels dry and fresh with this electric heated towel and drying rack. This unit will turn an ordinary bathroom into the ultimate luxury/spa experience. The Filatherm heating element is safe and reliable, uses less power than your average light bulb, and is designed to run continuously. With a quick heat-up time, this rack is great for drying delicates, hand washables, swimsuits and warming baby blankets and bedding. This is a soft wired freestanding unit. Dimensions are 24.125-inch width by 13-3/4-inch depth by 39-inch height. UL and CUL Listed. Minimal assembly required.

What is an Review?

These are hands-on reviews written by editors or experienced freelancers using product samples and/or information from the manufacturer. They can be found halfway down the page in the section called Product Description. Reviews discuss the major features of the product and, in the Home & Garden categories, do not express an opinion about the product, though they may discuss negative features or shortcomings of the product in a neutral or positive tone. If you discover any inaccurate information in an Review, please report it to your buyer and include the information necessary to correct it.

How important is the product image?

An accurate product image is critical to the detail page. Customers want to see what the product looks like before they make a buying decision. Failure to provide a quality image will severely impact sales. See the Add Images section for details on image requirements and information on uploading images through Vendor Central.

How do I submit all my detail page information?

All product information used in the initial creation of an ASIN is submitted in the New Item Setup Sheet provided by your buyer. This information includes the title, bullets, product description, UPC, packaging dimensions, etc. See the Setting Up New Items section for more information on the setup process, including details on each column of the New Item Setup Sheet.

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