Listing Content Standards

This page explains the content standards your titles, descriptions, images, identifiers, category placement, prices, and reviews must meet, and the 48-hour rule for responding to an intellectual property complaint. This page summarizes the Listing Accuracy Policy, which governs, together with the product content policies cited in each section below.

The standard in one paragraph

Every word, image, and data point on your listing must be accurate, yours to use, and free of claims you cannot substantiate. The Listing Policy you accepted at onboarding requires accurate titles, images, and descriptions, and prohibits prohibited items and claims, including veterinary claims. The Intellectual Property Policy requires that you list only items you have the rights to sell and that you respond to intellectual property complaints within 48 hours.

Titles

Write the title as brand, product type, and key differentiator, in that order. A title is returned or a listing is suppressed for

• Keyword repetition: repeating product words to influence search. That conduct is governed by the Search Manipulation Policy.
• Claims in the title: "Vet-Recommended," "All-Natural," and "Best" must be provable if used, and a superlative such as "best" cannot be proved.
• All capitals, excessive punctuation, and emoji: presentation that reads as spam fails review.

Title requirements are stated in the Product Title Policy.

Descriptions

Describe the actual product: what it is, what it is made of, dimensions, care instructions, and what is in the box, as required by the Product Description Policy.

Take particular care with claims

• Veterinary and health claims on pet food, supplements, and topicals: for example "supports joint health," "reduces anxiety," "vet-recommended," "cures," or "treats": are regulated claims. Pet food labeling is governed by the Pet Food and Treats Policy; pesticide claims for flea and tick products are governed by the Flea, Tick and Pesticide Products Policy; prescription products are governed by the Prescription Products Policy (Sellers) (Prescription Products Policy (Sellers)). If your product makes a health claim, you need the substantiation and the regulatory basis for it, or you must remove the claim. Claims are governed by the Product Claims Policy.
• Supplier-provided descriptions are the most common source of claims violations, because supplier copy is written to sell the product to you. Rewrite it in your own words.
• Do not copy descriptions from other sites. Apart from the rights problem, duplicate content degrades search across the platform and flags the listing in quality review.

Images

Images must show the actual product you are selling, as required by the Product Image Policy. A stock photo of a different variant, a rendering that does not match the physical item, or an image with a text overlay making a claim fails review or leads to suppression. Manage images under Catalog → Media (/seller/catalog/media), and set the primary image deliberately: the storefront uses the primary image you designate.

Identifiers and categorization

Provide real product identifiers (UPC, GTIN, MPN) where they exist, as required by the Product Identifiers Policy. Identifiers feed catalog matching (see Creating Listings), brand gating checks, and recall targeting. Place each product in the correct category under Catalog → Categories, as required by the Category Placement Policy; a miscategorized listing surfaces in the wrong searches and can be treated as search manipulation.

Pricing content

Your price must be real, as required by the Seller Pricing Policy. Deceptive pricing is prohibited, including a compare-at price that was never a genuine price and a price set only to make a discount look larger. See Pricing, Promotions and the Buy Box.

Reviews

You must not write your own reviews, pay for reviews, review your own products from another account, or offer an incentive conditioned on a positive review, as stated in the Product Review Policy for Sellers. The review request tools in the success hub are for neutral post-purchase requests sent to all buyers. Review manipulation is treated as a severe violation under the Seller Enforcement Policy.

The 48-hour intellectual property rule

If you receive an intellectual property complaint, you have 48 hours to respond. The period is 48 hours, not 48 business hours. If the complaint has merit: you are selling something you do not have the rights to sell: take the listing down yourself before the Company does; a voluntary takedown and an enforced suppression are recorded differently when later decisions are made about your account. Intellectual property matters are governed by the Intellectual Property Policy (Sellers) (Intellectual Property Policy (Sellers)), the Trademark Policy, the Copyright and DMCA Policy, and the Counterfeit Policy for Sellers.