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This article applies to selling in: Canada

Jewellery browse tree update FAQ

Amazon has updated the structure of the Jewellery browse tree. Here are some Frequently Asked Questions about this update.

Previously, the Jewellery browse tree had segmentations for Fine, Fashion, and Religious types of jewellery. Also, the Fine jewellery segment only included ASINs from sellers who have been approved to sell fine jewellery. The updates to the browse tree have removed these segmentations. Women's Jewellery is now segmented by product silhouettes, such as rings, earrings, and necklaces (not split out by Fine, Fashion, and Religious). Soon, the Religious node will be removed from the Men's, Girls', and Boys' Jewellery browse trees as well.

FAQ

How does the new Jewellery browse tree impact sellers?

There’s no need to change ASIN product data; the Item Type Keywords are the same. The Jewellery category application and approval process is the same; sellers still need approval if they wish to sell jewellery made with fine materials. Amazon’s Jewellery category policies and ASIN data requirements have not changed either.

How does the new Jewellery browse tree impact customers?

Customers no longer see the Fine, Fashion, and Religious nodes within Women’s Jewellery. Instead, they see browse nodes for different jewellery silhouettes, plus a Wedding & Engagement store within the Women’s and Men’s Jewellery trees. This makes Jewellery shopping easier for customers, since they don’t have to toggle from Fine to Fashion to Religious to see our full selection. In the future, we will be implementing additional improvements by adding browse refinement “pickers” that allow customers to choose multiple metals and materials, and to filter on just religious jewellery. Now it’s faster and easier for customers to find exactly what they’re looking for.

Is there anything I need to do to make my ASINs show up properly in the new browse tree?

No, there’s nothing you need to do. Sellers don’t need to make any changes for their items to show up in the new browse structure, because the Item Type Keywords (ITKs) are the same as before the change. However, we always recommend Jewellery sellers check the Browse Tree Guide periodically to make sure they are using the most up-to-date ITKs. Also, if you have not assigned complete and accurate values for Material Type, Metal Type, Gem Type, Pearl Type, Stone Creation Method and other specifications and keyword attributes, your ASINs will not surface when customers use the new Metal and Material refinement pickers. It’s especially important to make sure you are using valid values for every attribute you’ve populated. Refer to the Valid Values tab of the Jewellery inventory file template for a list of valid values.

I can’t find the Fine/Fashion/Religious jewellery store anymore—where are my listings/ASINs?

The Fine, Fashion, and Religious browse branches were recently removed from the Women’s Jewellery browse tree to make shopping easier for customers. Every ASIN from those three branches is now appearing within the browse node for its silhouette. This means customers can now browse our whole selection by silhouette. For example, if an ASIN was previously listed under "Women: Jewellery: Fine: Earrings," it is now available under Women: Jewellery: Earrings. The same is true for ASINs previously listed in Women: Jewellery: Fashion: Earrings or Women: Jewellery: Religious: Earrings—those items also now appear under Women: Jewellery: Earrings.

My listings/ASINs are not appearing under Fine Jewellery anymore. Have I lost my privileges?

The Fine, Fashion, and Religious browse branches were recently removed from the Jewellery browse tree to make shopping easier for customers. This browse change did not affect any sellers’ Fine Jewellery selling privileges. All the ASINs from those three branches are now pooled together under individual silhouette nodes (rings, earrings, necklaces, etc.), so customers can browse our whole selection by silhouette. For example, if an ASIN was previously listed under Women: Jewellery: Fine: Earrings, it is now available under Women: Jewellery: Earrings.

Was another fine jewellery store created?

No. There is no longer any store or browse node just for fine jewellery. Customers looking for jewellery made with diamonds, gemstones, pearls, and/or precious metals can use the refinements (in the left navigation, below the browse nodes) to find these items.

I sell fine jewellery on Amazon. How will customers find my listings? Why is Amazon making this change?

We found that customers were not actively using the Fine and Fashion segments that we were showcasing to them. Instead, customers were using refinements like gold, diamond, silver, crystal, pearls, etc. The new structure makes it faster and easier for customers to find exactly what they’re looking for. To help customers find your items, make sure your ASINs have complete and accurate values assigned for Metal Type, Material Type, Gem Type, Pearl Type, and other relevant specifications (such as metal stamp, stone creation method, etc.). This ensures your ASINs are assigned to all the refinements they are eligible for, so that customers can find them with ease. See the Item Data Requirements section on the Amazon Jewellery category help page for information on what attributes are required for fine jewellery. Also, check the Valid Values tab on the Jewellery inventory file template to make sure you are using valid values for your ASIN attributes. We recommend doing a valid values check at least once per year to ensure your ASINs remain optimally discoverable.

I still need to assign a FINE or FASHION Product Type to my ASINs – why is this information still needed if the Fine and Fashion browse segments are gone?

For quality assurance and item setup purposes, we still think about jewellery ASINs as being either “fine” or “fashion.” This is because of the U.S. Federal Trade Commission’s guidance about how different quality levels of jewellery products may be advertised. Products that contain ANY fine metal, gemstone or pearl must be set up with a FINE Product Type: see the Categorization of Fine vs. Fashion Jewellery page for more information. The Jewellery category policy on selling fine jewellery has not changed: sellers still need approval to list jewellery products made with fine materials. Sellers who want to list jewellery made with precious metals, gemstones and pearls must apply for this privilege (or re-apply, if their privileges were removed); pay an application fee (as of September 2017, this fee is $5,000 USD), and submit sample products for quality review. See theAmazon Jewellery category help page for category policies and a link to apply.

Are my ASINs being placed in the Novelty store?

There has been no change in the logic that assigns ASINs to the Novelty & More browse branch. If an ASIN was in "Novelty & More" before the browse structure change, unless its item data or price changed, it is still in Novelty & More now. Likewise, if an ASIN was in "Women: Jewellery" before, unless its item data or price changed, it is still in "Women: Jewellery" now.

My products are under a browse branch called “Novelty & More.” How can I get them out?

There has been no change in how ASINs are assigned to the Novelty & More browse branch. Jewellery on Amazon is a broad category, with items made from a wide variety of materials and prices ranging from pennies to tens of thousands of dollars. To provide the best experience for our customers, we are continually evaluating which types of items to surface in the Women, Men, Girls, Boys and Novelty & More branches of the Jewellery browse structure. We typically consider item characteristics (such as the metals, gemstones, pearls, and other materials an item is made from), the item's title, and its recent price history. Assignments to these nodes are automated, based on these ASIN and offer data; browse assignments cannot be manually changed by sellers or by Amazon.

Did search ranking change with the new structure change?

There has been no change in the search discoverability or ranking logic. However, since any given node (such as "Women: Jewellery: Earrings: Stud") now includes ASINs from the former Fine, Fashion and Religious segments, the ranking of all these ASINs together may have changed. For example, if a religious-themed gold ring was ranked #2 within "Women: Jewellery: Fine: Rings or Women: Jewellery: Religious: Rings," it may now surface at a lower rank within the "Women: Jewellery: Rings" node, since it is now among a larger pool of products; however, when customers use the refinements to filter on Gold and/or Religious products, the ring’s rank will bump up higher again.

How will this affect my business?

This change allows customers to stay in one women’s jewellery store, and consolidates traffic rather than splitting it between Fine, Fashion and Religious segments. With this change to a new unified store, sellers may see more customer visits and improved sales rates per visit. Additionally, we know that customers actively use refinement filters when they shop for jewellery. If ASIN data is complete and accurate, customers will be able to find the products they want to buy. (It’s important to note that each refinement filter only includes ASINs that have valid values assigned to the relevant attribute. This is why it’s so important to make sure you are using valid values when setting up ASINs.)

Do I still need to apply to sell in Fine Jewellery? What happens to the fees I paid to sell in Fine Jewellery?

There is no change in the Jewellery category application policies or processes. Jewellery remains a category that requires approval, and just like before the browse change, sellers must apply and receive approval before they may list Jewellery products. Just like before the browse change, sellers who want to list jewellery made with precious metals, gemstones and pearls must apply for this privilege (or re-apply, if their privileges were removed); pay an application fee, and submit sample products for quality review. See the Amazon Jewellery category help page for category policies and a link to apply.

I am not currently approved to sell fine jewellery. Now that the Fine Jewellery browse nodes are gone, does this mean I can sell fine jewellery now?

No. There is no change in the Jewellery category application policies or processes. Jewellery is a restricted category, and just like before the browse change, sellers must apply and receive approval before they may list Jewellery products. Additionally, just like before the browse change, sellers who want to list jewellery made with precious metals, gemstones and pearls must apply for this privilege (or re-apply, if their privileges were removed); pay an application fee, and submit sample products for quality review. See the Amazon Jewellery category help page for category policies and a link to apply.

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