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This article applies to selling in: Brazil

Shoe Size Standards and FAQ

Standardization of shoe sizes is part of a larger initiative to improve the overall shopping experience through ingestion of consistent and accurate data. Amazon is updating our shoe size standards allowing us to display a clean and well-organized dropdown list of available valid shoe sizes in Brazil on our website, providing a better shopping experience for customers. These standards will be enforced for all Shoe products starting November 2nd, 2020. We highly encourage all Sellers display properly on the website, we request you include the following information for each a valid shoe size you submit:

Shoe Size Requirements

  • Target Gender: Select the gender for which the product is intended for.
    • Examples: Masculino, Feminino, Unissex
  • Age Range Description: Select the age range for which the product is intended for.
    • Examples: Adulto, Criança de 9 a 12 anos, Criança de 4 a 8 anos, Criança de 1 a 3 anos, Bebê
  • Footwear Size System: The footwear size system is used to display marketplace-specific shoe sizes to customers on-site.
    • Examples: In Brazil, only BR shoe sizes will be displayed on the website.
  • Footwear Size Class: Select the class of shoe size representation.
    • Examples:
      • Numeric - will display values such as 34, 37.5, 44
      • Numeric Range – will display values such as 37-38, 43-44
      • Alpha - will display values such as Único (One-Size), P (Small), GG (X-Large)
  • Footwear Size: Select the applicable shoe size.
    • Examples: 6, 18.5, P, Bebê
  • Footwear To Size: Conditionally required when footwear_size.size_class is “numeric_range”, otherwise not required. Select the ending shoe range value. This will be concatenated with the previous Footwear Size selection to build a range. For example, if you want to list a product as 38-39, you would select Footwear Size value as “38” and Footwear To Size value as “39”. Amazon will concatenate these values as “38-39”.
    • Examples: 20-21, 41-42.
    • Notes:
      • This selection becomes required when Footwear Size Class is equal to Numeric Range.
      • Populate this field only if you are listing a product with a shoe size range.
      • The value selected in Footwear To Size must be greater than the value selected in Footwear Size. For example, we will allow “13-14” (where “13” was selected as the Footwear Size and “14” was selected as the Footwear To Size). We will reject values such as “36-35” (where “36” was selected as the Footwear Size and “35” was selected as the Footwear To Size).

Each element of information provided above must match to a valid value.


When you upload a shoe product, if the required sizing information is missing or the sizing information is incorrect or inadequate, one or more of the following may result:

  • The size is rejected and the feed, template submission, or 1 by 1 submission fails. A related error message appears in your processing report.
  • The ASIN is no longer buyable.

To correct the error, resubmit the feed with the required information included as described above. Below is a list of applicable error messages specific to footwear_size:

Applies when:

Footwear Size System = BR Footwear Size System

Footwear Size is greater than or equal to Footwear To Size

“The value of 'size' must be less than the value of 'to_size' in attribute 'footwear_size'.”

Website Display

Using the separate fields that exist for each of the individual footwear size elements, they will be automatically combined into a customer friendly format once the required sizing information has been provided. This value will be published to the size_name attribute and displayed on-site.

Valid Shoe-Size Inputs

This link provide lists of valid values for size_name in addition to the footwear size elements and additional attributes used to construct the valid size. Use the columns to view all size values that are considered valid for each attribute.

Frequently Asked Questions

At a high-level, what is changing?

Amazon will standardize shoe size inputs to facilitate a more consistent customer experience. Vendor contributions containing a shoe size that does not follow the guidelines of the marketplace are now at-risk of having offers removed from Amazon. If a contribution is suppressed due to an invalid shoe size, you will need to re-submit the contribution with a valid BR shoe size to make the offer visible.

When will these changes take place?

These changes will be deployed in November 2nd, 2020 as optional, so selling partners won’t be forced to provide footwear_size to update and save.

Why is Amazon now enforcing the shoe size guidelines?

Amazon believes that customers are entitled to shop in sizes they understand. Unintelligible sizes clutter the size dropdown and lead to duplicate products. In addition, products with clean sizes are discoverable via size and width browse refinements and show better sales conversion compared to products with size defects. Amazon is committed to helping Vendors meet this data quality bar by providing detailed guidelines during all steps of the listing process.

How does this benefit my business?

Standardized sizing improves the customer’s shopping discovery and purchasing experience. We found ASINs with a valid size name had a higher percentage of Glance Views compared to ASINs with non-valid size names.

What are the customer benefits of standardized shoe sizes?

Only the sizes a customer is familiar with based on geographical location will appear in the shoe size dropdown. Additionally, when browsing on Amazon, customers will find that additional selection is now available when filtering search results using the left-hand navigation tools. For example, previously when you selected options like shoe size, only a limited amount of results appeared. With Amazon’s standardization of shoe size, customers will be able to find the exact shoe they are looking for within Amazon’s vast selection easily.

How will this affect Excel (item set-up) templates?

Instead of providing a shoe size value through free-form text columns, Amazon will provide a series of drop-downs with valid values to help guide Sellers to provide standardized sizes. For example, an attribute dropdown might ask if the shoe size is for an Adult or Toddler.

What are normalization rules and why do they exist?

Normalization rules automatically re-format size_name values when possible. To make things easier for Sellers, we apply normalization rules to sizes that do not conform to our size format standard to disambiguate sizing for the end customer and eliminate duplicates.

I noticed my size and sort order changed, why is this?

To improve the customer experience within the shoe size dropdown on detail pages, Amazon updated the sorting algorithm used on the dropdown.

What are the acceptable shoe sizes for each marketplace?

See Valid Shoe-Size Inputs section for a comprehensive list of valid values for all attributes related to footwear size in addition to the valid size_name values displayed on-site.

Why is the shoe size displayed on the website different from the size information I submitted?

To improve the customer experience, Amazon standardizes shoe sizes displayed on our website to eliminate duplicate sizes and standardize the way sizes are displayed. Having accurate shoe size information and a clean detail page helps build customer confidence and increases conversion.

Here is how the shoe size standards work:

If two sellers have listings for the same size and style of men’s shoe but each provides a different size_name value for that shoe, one being 40 M and the other 40 G, Amazon’s shoe size standardization logic will convert both sizes to 40. As a result, only one version of the shoe size 40 will be listed in the size drop-down, and both seller’s offers will be associated to the size 40 shoe.

Will the product and product packaging match what appears on Amazon’s website?

If the selling partner does not use the local size system (in the BR website, it must be a BR size system), the product and product packaging will show the converted size. For example, a UK brand will show the converted BR sizes on-site which might not match the shoe size listed on the product and product packaging. Therefore, it is highly recommended that you submit a size chart so customers can view your shoe size conversion. If you would like to show a shoe size conversion, you can submit a size chart by following these instructions. Size charts are displayed when a customer clicks on the Size Chart link on the detail page.

What if my size doesn’t exist in the template drop down values?

If you feel that you have a valid use-case where your size isn’t an available option in the template drop down, then you can submit a request to Amazon support to have your size added to the template. The Amazon support team will validate if the use-case is valid and pass the request on to internal Catalog teams to approve and have valid values updated. Non-valid use cases include requesting a new market place value which doesn’t apply to the specified marketplace and will be automatically rejected. For example, submitting a request to add 37 EU to the BR list of valid values will not be acceptable. Additionally, requests which are outside of MP standards. For example, submitting a request to add size 68. Formatting preference requests will also be automatically rejected. For example, submitting a request to changing 37 to 37.0 BR or updating the shoe size name sort order will not be accepted.

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