Have you ever encountered this frustrating scenario: selling the exact same shampoo as competitors, yet their product pages attract soaring sales while yours languishes unnoticed? The culprit might be hiding in your product attribute listings.
Amazon has recently announced significant updates to Unit Count Type and Item Form attributes across 33 product types (PT). This isn't merely a technical adjustment—it directly impacts product discoverability and purchasing decisions. For sellers, understanding these changes is crucial for maintaining competitive visibility.
Why Amazon Is Standardizing Product Attributes
The e-commerce giant's primary objective centers on enhancing customer experience. Consider a shopper searching for shampoo: inconsistent measurement units (ounces vs. milliliters) and vague product descriptions create confusion and erode trust. By standardizing attributes, Amazon aims to:
- Provide clearer product specifications for informed purchasing decisions
- Improve search algorithm accuracy for relevant results
- Enable accurate price-per-unit comparisons between products
This standardization allows Amazon's systems to better understand product characteristics, particularly for searches involving specific quantities (e.g., "large volume shampoo"). Properly attributed products gain visibility advantages in search rankings.
Key Changes in the Update
The revision focuses on two critical attributes with conditional dependencies:
Unit Count Type
This defines a product's total quantity and measurement unit. Liquid products like shampoo now require liquid-specific units (fluid ounces, milliliters), while solids like soap must use weight measurements (ounces, grams). Amazon uses this data to calculate and display price-per-unit values.
Item Form
This describes physical characteristics—liquid, cream, foam, etc. for shampoos. Accurate classification helps customers understand product texture and application methods.
The update introduces conditional logic: selecting "Liquid" as Item Form restricts Unit Count Type to liquid measurements. This relationship applies across all 33 affected product types.
Operational Impact on Sellers
The changes carry immediate consequences for marketplace participants:
- Mandatory compliance: All new ASIN creations or updates after October 2022 must include these attributes
- Existing product protection: Pre-October listings remain active but should be updated to maintain search visibility
- Validation requirements: Only values from Amazon's predefined lists will be accepted
Non-compliant listings face potential removal from search results until corrections are made.
Strategic Recommendations for Sellers
Proactive adaptation can turn this update into a competitive advantage:
- Review Amazon's documentation: Study the complete list of affected product types and valid attribute values
- Audit existing inventory: Identify all impacted ASINs and prioritize updates to high-performance SKUs
- Leverage bulk editing tools: Update multiple listings simultaneously to conserve operational resources
- Implement quality checks: Verify all new listings include complete attribute data before submission
Additional Technical Considerations
The update introduces several nuanced requirements:
- Standardized measurement values: Strict formatting rules for numerical quantities and units
- New mandatory fields: "Net Content" (for 8 product types) and "Total Items" (154 types) join the requirements
- Form-specific units: 138 product types now have measurement units determined by their physical form
Practical Implementation Examples
Shampoo Product
- Product Type: Shampoo
- Item Form: Liquid
- Unit Count Type: Milliliters
- Net Content: 500ml
- Total Items: 1
Bar Soap
- Product Type: Soap
- Item Form: Solid
- Unit Count Type: Grams
- Net Content: 100g
- Total Items: 1
Vitamin Supplements
- Product Type: Vitamin C
- Item Form: Tablet
- Unit Count Type: Count
- Net Content: 100 tablets
- Total Items: 1
Conclusion: Turning Compliance into Advantage
Amazon's attribute standardization represents both an operational challenge and an opportunity for sellers. Those who promptly align their listings with the new requirements stand to benefit from improved search visibility and enhanced customer trust. In Amazon's competitive marketplace, precise product data management increasingly separates top performers from the rest.