Marketplace content requirements are the identifier, attribute, title, image and compliance rules a product listing must meet before a marketplace accepts it. Amazon, Zalando and bol all key listings on GTIN or EAN, enforce category-specific mandatory attributes and image rules, and since 13 December 2024 require GPSR safety and manufacturer information for products sold to EU consumers.
Marketplace content requirements are the identifier, attribute, title, image and compliance rules a product listing must meet before a marketplace accepts and displays it. Amazon, Zalando and bol all key listings on GTIN or EAN, apply category-specific mandatory attributes and image rules, and reject or suppress listings that fail validation. For EU sales, the General Product Safety Regulation (EU) 2023/988 has added manufacturer and safety information to every listing since 13 December 2024.
What all marketplaces require
Five content layers recur across every major marketplace. Requirements differ in detail, and they change, so the rules should be stored per channel in the PIM and reviewed regularly.
- Identifier: a valid GTIN or EAN registered to the brand owner, plus brand name and manufacturer part number.
- Category and attributes: the marketplace's own product type, with mandatory and recommended attributes per type.
- Title and text: a title within the length and character rules, bullet points or highlights, and a description.
- Images and media: a main image that meets technical and background rules, plus secondary images and video.
- Compliance data: GPSR manufacturer details, safety warnings, and market-specific items such as extended producer responsibility (EPR) registration numbers.
Amazon content requirements
Amazon matches every offer to an ASIN, and several sellers can contribute to one detail page. Key rules for brands and sellers:
- Titles: since 21 January 2025, titles may not exceed 200 characters including spaces for most categories. Nine special characters, including the exclamation mark, dollar sign, question mark and curly brackets, are banned unless part of the brand name, and a word may appear at most twice (articles, prepositions and conjunctions excepted).
- Main image: a pure white background (RGB 255, 255, 255) with the product filling most of the frame. Images of at least 1,000 pixels on the longest side enable zoom.
- Attributes: product type definitions set mandatory attributes per category, and these are exposed through the Selling Partner API.
- Integration: XML and flat file listings feeds were removed on 30 June 2025. Integrations use the JSON-based Listings Items API or the JSON_LISTINGS_FEED.
Brand Registry gives registered brands more control over merged detail pages.
Zalando content requirements
Zalando onboards articles through its Partner Programme and Connected Retail models, with listing status tracked in zDirect. Zalando's onboarding guidance sets these specific rules:
- Article names: under 101 characters, without translated names, acronyms or sustainability claims.
- Images: high-quality images with defined poses, and packshots on a pure white background. A non-white background triggers a rejection code.
- Size runs: adult clothing needs at least three consecutive sizes and shoes at least five.
- Outline: every article needs an outline (article type or silhouette).
- Video: supplied as a direct MP4 URL with a preview image through the API or XML feed.
Zalando measures Time to Article Creation (TTAC), and complete data at first submission shortens it. Attribute depth for fashion is high: material composition, fit, size system and care instructions are typical mandatory fields.
bol content requirements
bol, the main general marketplace in the Netherlands and Flanders, uses one product page per EAN and combines content from several partners and brands. bol defines three content levels:
| Level | What it contains | Effect |
|---|---|---|
| Basic information | EAN, title and at least one image | Item can be identified |
| Mandatory information | Category-specific required attributes | Content goes online |
| Optional information | Additional category attributes | Content is marked complete |
Because bol prioritises content from several sources, an update may not appear immediately. Brands that supply complete, consistent data per EAN reduce the risk that weaker partner content is shown. Content for bol is supplied in Dutch, which for brands with a non-Dutch master language depends on multilingual product content processes.
How to manage marketplace requirements in a PIM
A repeatable operating model has four elements:
| Element | Practice |
|---|---|
| Channel model | Import each marketplace's category tree and attribute list into the PIM as a channel schema |
| Completeness rules | Define channel-specific completeness so editors see missing mandatory fields before export |
| Title templates | Build titles from attributes (brand, product line, key feature, size, colour) with length checks per channel |
| Asset rules | Store image roles (main, packshot, model, detail) and validate background and resolution in the DAM and PIM integration |
GPSR fields belong in the master record. Article 19 of Regulation (EU) 2023/988 requires distance sellers to show the manufacturer's name and contact details, product identification and any warnings or safety information. The GPSR guide covers these fields in detail.
Practical next steps
Audit the top 100 SKUs per marketplace against current rules: identifier validity, title length, main image compliance and GPSR fields. Record each marketplace's requirements in the PIM as data so rule changes become schema updates. Assign a channel owner to monitor marketplace announcements, since title and API changes in 2025 affected every Amazon integration. Delivery mechanics are covered in product data syndication.
Frequently asked questions
What is the Amazon product title limit?
Since 21 January 2025, Amazon product titles may not exceed 200 characters including spaces for most categories. Titles may not contain characters such as !, $, ? and { } unless part of the brand name, and no word may appear more than twice.
Do I need an EAN to sell on bol?
Yes. bol treats EAN, title and at least one image as basic information for an item, and category-specific mandatory attributes must be complete before the content goes online.
Why does a marketplace show different content than I submitted?
Marketplaces such as Amazon and bol keep one product page per identifier and merge content from several sellers and brands, applying their own priority rules. Brand registration and complete, consistent data improve the chance that brand-supplied content is shown.