The announcement of the Prime Day date means that Prime Day has entered the final sprint stage. If you previously missed the chance to submit Prime Day Deal of the Day (DOTD) or Deals (LD), we recommend that you submit coupons and Prime Exclusive Discounts as soon as possible so you don’t miss Prime Day’s huge traffic!

As Prime Day enters its final sprint, we believe you’ve already checked your Account Health, submitted your Prime Day promotions, optimized your advertising strategy, and stocked up on inventory to get ready for the big event. If ASINs are suppressed at this time because of Listing compliance issues, then all the hard work you've put in during this period will have been for nothing!So at this critical moment, please be sure to check your Listings for compliance!

Did you all answer correctly?These two questions are actually compliance checks for product main images and variants. In the final stretch of preparing for Prime Day, you should not only check your product’s main image and variation relationships, but also carry out a comprehensive compliance review of other aspects of the Listing.

Today, we’ll guide all sellers through 2 steps to help your Listing make the strongest first impression and drive growth in both traffic and sales during the big promotion!

Providing complete product information, including product images, categories (product types), and product names within 200 characters (parent product names), can help consumers discover and evaluate products more quickly, and ultimately choose to buy them. To ensure that customers have a good shopping experience, Amazon hides non-media products that do not meet certain standards in search and browse results.

In other words, if Listing information is noncompliant, the product or content will be search suppressed, and consumers will not be able to search for or browse your product!

Check now the basic requirements for image compliance

The first question in the short quiz at the beginning of the article is a compliance check for the product’s main image. As the first image seen on the product detail page, the main image of the product is very important for both buyers and sellers. Whether the main image is compliant also directly affects whether Listing will be Search suppressed. Refer to the image compliance basic requirements checklist above. We believe you can check and update your main image for compliance.

After meeting the basic requirements of image compliance, sellers should not ignore the quality of the images. Improve image quality to enhance the product’s appeal and encourage customers to buy. When evaluating image quality and doing a self-check, pay attention to the following:

Check now for the basic requirements for variant compliance

Remember the second question from the previous quiz?That was exactly what tested product variation relationships. Whether product variations are compliant directly affects whether the Listing can display properly. Please use the basic requirements self-checklist for variant compliance above to review your product variants.

Variations (also known as parent/child relationships) are a group of products related to each other based on size, color, flavor, and other attributes. Good product information for variation relationships lets buyers directly compare and choose products based on different attributes, including size, color, or other features, using the options provided on the product detail page, without needing to browse separate pages for different sizes and colors.

Generally, products can be grouped into three types: single-variant, double-variant, and no-variant.

Review now: detailed explanation of brand name errors

Amazon takes brands very seriously and sees a brand as a name representing a product or group of products. According to the brand name policy, sellers may need Amazon’s approval before listing products with new brand attributes.

Products of the same brand have a uniform name, logo, or other identifying mark on the product itself or its packaging to distinguish these products from similar products that are not part of the brand. And generic product means that the product does not belong to any brand. In this case, sellers need to use the value “Generic” in the brand attribute to indicate that the product is not affiliated with any brand. Also, generic products do not have a uniform name, logo, or other identifier used to label the product or its packaging.

When listing a product, if it is a generic product, select “Generic” in the “Brand” field. If you get an error when listing a product that clearly has a brand name, please don’t worry. Check the detailed information for the error codes listed in the explanation above of the causes of brand name errors. If you believe you have not violated Amazon policy, please contact Seller Support and provide the relevant error code.

Check now for other factors that caused suppression

In addition to the incorrect use of main images, variants, and brand names, the situations above may also cause the Listing to be search suppressed. Please compare your information with the table above and carefully check the other basic information for Listing compliance.

After confirming Listing compliance, we recommend that sellers further evaluate the Listing’s completeness, including whether the product can attract traffic and whether it can convert into sales. Each element in a Listing has its own role and plays an important part in attracting customers at every step of the journey, from when they come to Amazon to start looking for products, to when they want to learn more, and finally to when they make a purchase. Take a quick look at which aspects sellers need to check for Listing completeness.

Pro Tips
Listing is the most intuitive way to display a seller's products, and it is also the most effective way for consumers to fully understand the seller's products. The product detail page shows 7 core elements, including the product name, images, bullet points, product description, search keywords, EBC/A+ pages, and browse locations, as well as other elements such as brand, reviews, and price.

In Listing, many elements directly affect a product’s traffic, visibility, and click-through rate, and some elements also indirectly help improve the product’s click-through rate. When checking Listing completeness, sellers should make sure Listing does not lack any of the following elements related to product traffic metrics, to avoid missing out on exposure opportunities.

In addition to the factors that affect product traffic, there are several factors that directly affect product conversion rates. We recommend that all sellers review and improve the factors in the Listing that affect product conversion to help increase product sales.

In addition to the self-check steps above, sellers can also use Amazon’s Listing tools to perform a more comprehensive compliance check of Listings.

For SKUs whose search results are suppressed due to Listing detail page quality issues (such as missing color or size, a missing main image, or a title that is too long), Amazon has made the Listing tool available across all Marketplaces—Fix Your Product—to help sellers find and fix products.

Listing Quality Dashboard is a self-service tool launched by Amazon to check Listing completeness. It can help sellers highlight important product information, help increase product visibility, bring a new product detail page experience, and possibly reduce customer returns.

Let’s first look at the two main functions of the Listing Quality Dashboard:

● Identify gaps and complete missing information: helps sellers clearly view the list of products and attributes that are missing required attribute information, so they can complete them
● Highlight key products and prioritize updates: prioritize sorting and updates based on product search impressions, and first add attributes for products with high impressions.