Amazon Product Documents

Many sellers are plagued with lowstar reviews because buyers simply don’t understand their product. 

Amazon recently enabled a wide range of document uploads to listings. So, now is the perfect time to make sure customers can get some self-help right on your listing.

We read Helium10’s blog on the  Amazon Product Documents Program from which some of this content is sourced. That has a lot more detail and is well worth a read.

Here’s our take on this from what we call our Customer Pathways perspective. At every opportunity, you need to make it easy for customers to access self-help. However, that is not a substitute for making it super easy for them to find you if they need you!

Your Amazon listing comprises images incl infographics, bullets, the description, and self-help documents which is the focus of this blog.

These areas overlap, so don’t think product documents are a replacement for using infographics for example. Research has shown that customers often buy from images. Some like me are not wired that way so I dive into bullets….not forgetting that the Product Description is still the first part of your listing displayed on mobile.

Thinks of these as complimentary. So what if the detail in the infographic is repeated in the bullet. Nothing wrong with being repetitive on a listing so you catch the attention of as wide an audience as you can!

Customers are often unsure how to assemble, install, or use your product. That results in frustration, and then, instead of trying to troubleshoot, the customers simply tell Amazon it’s defective. Then, they return the product, and if they are particularly unhappy, they leave you a bad review.

This is frustrating for many sellers because they know they could have fixed the problem had the customer just reached out to them for support. FBA product customer support is usually routed to Amazon, and the average Amazon support rep is not able to help customers with technical or installation issues.

Of course, you have to consider what niche you’re in. The key part of all customer-facing contact is it should be in the brand voice, practical, helpful…and relevant!

Amazon Product Documents provide a great opportunity to minimize potential frustration, reassure, and guide customers without making them feel they are being patronized.

If you have Amazon Brand Registry, you can get started with the Amazon Product Document Program by uploading documents. (Seller Central login required)

According to the Amazon Product Document Program, it can take up to seven business days to be reviewed. Then, after approval, it could take another seven days to publish on the listing.  

Once approved, your document will appear in a new section called Product guides and documents between the product information and product video section.

Of course, it wouldn’t be Amazon without a whole set of rules around this. No, it’s not a backdoor way to ask for a review…but it may just stop a low star. Customers will get a better understanding of how to assemble, install, or use your product as mentioned earlier.

Here’s the fine print: Amazon Product Document Program Requirements 

Maximum file size: 10 MB

Include only one brand logo and only icons that help customers navigate through the text. Logos and symbols from partner companies do not have to be used, but may be allowed if it is logical or beneficial to include them.

Do not include any shipping, pricing, promotional details or discounts, QR barcodes, or personal information.

No quotes or attributions may be made to individuals, customers, or other private figures. A maximum of 4 quotes or endorsements from publications, public figures, celebrities, and brand-named individuals is permitted.

Do not reference or compare products with competitors, regardless of how competitors are mentioned (i.e. specific names, described as “other” or “others,” or otherwise). This content is intended to build the brand and provide additional product details, not to discuss competitors.

Comparison charts may only compare the product to other products owned by the same brand. Comparisons made to other categories, like LED bulbs vs halogen bulbs, are acceptable and not considered competitive call-outs.

Specific pricing call-outs or quotes comparing the product are only allowed in comparison tables, against other products owned by the same brand.

Do not mention time-sensitive information such as: now, new, latest, yet, on sale now, the latest product, the best yet.

Trademarks and copyright symbols are acceptable if they are of reasonable size, and are either already included on product packaging or always displayed as part of the logo.

State the date when awards and endorsements were gained, and ensure that they are from verified and publicly recognized sources (proof, license number, authority, etc.). Do not mention awards received more than 2 years ago.

The word “Amazon” is not allowed in any content (text or image). However, the term “Amazon” can be allowed with regard to AmazonBasics and Amazon-branded products.

Boastful claims such as “#1 rated” “top-rated” “best-selling” are not allowed in any form.

Claims regarding drugs, cosmetics, medical devices, beverages, food, and health products (including natural health products, vitamins, and supplements), as well as any general health claims, require substantiation.

Warranty or guarantee information is strictly forbidden, except in cases where the product itself is strictly a warranty card.

Now’s as good a time as any to look at your listing from a customer’s perspective and make the most of this opportunity to ensure your customers make a well-informed purchase.

As always, ask us anything. If we don’t know the answer, we’ll know someone who does!