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Before you start
ANWB Marketplace runs on Mirakl and sells to ANWB members, who expect quality and clear information. ANWB judges your content against its own guidelines, so a product goes live only when the images, the texts and the attributes follow them.
Three limits shape everything below: at most 50 characters in the title, 255 in the short description and 2500 in the long description, HTML included.
You stay responsible for the attributes about legislation, the documents behind them and the rules that apply to your products. e-tailize sends what you fill in, ANWB decides.
What happens next
You fill this content on the ANWB PIM tab of your products, check it with "Validate products", send it with "List content" and click "List offers" once the content is through. Content places the product in the ANWB catalogue, the offer attaches your offer to that entry. Walk the ANWB checklist first. The onboarding guide, the partner terms and the assortment policy sit in your own Mirakl account at ANWB.
Common problems
The main image is refused
The product stands alone on a white background, fully visible, at least 550 by 550 pixels. Packaging is allowed only when it would otherwise be unclear which product it is, and a multi pack shows every product in it. Renders, illustrations and black and white images are refused, and people belong in the clothing categories only. A model photo is allowed for clothing with a 3:4 ratio, and footwear is shown from the side, never from the front.
A secondary image shows something that is not allowed
Secondary images show the details, the useful features, the product in use and the fit. Text or a USP on an image is allowed only when the same information also sits in your text, for accessibility. Prices, watermarks, illustrations, renders and black and white images are refused here too.
The title is too long or in the wrong order
ANWB prescribes the order: product name, product type, product specifications, brand, with a hyphen between the parts. Stay within 50 characters and use capitals and punctuation consistently. A multi pack names the number of parts, and clothing and shoes name the gender, socks excepted.
The short description and the USPs are swapped
The short description is mandatory and always shows on the product page: a running introduction of at most 255 characters that also feeds the meta data in Google. USPs are optional and list the most important properties: at most four, of 25 characters each. Both matter for your findability.
The long description is not reviewed
A text with a forbidden word is invalid and does not get reviewed. Forbidden are the Dutch polite form and words such as cheap, budget, affordable, value for money, revolutionary, newest and free. Leave out prices, discounts, campaign wording, URLs to other sites, brand information that is not about the product, and pushy calls to action. EANs and article numbers stay out of a text. Write at B1 level, with paragraphs, subheadings and bullets.
A claim or a reference to another product is rejected
A claim is fine when you substantiate it: tested to the EN1078 standard works, sustainable and good for the planet does not. Refer to another product only for a functional dependency or compatibility, in words such as required, optional or only compatible with. Vague wording and a reference to an earlier model do not belong there.
Your variants end up on separate product pages
Products in one Variant Group Code share one product page. Give them identical values in the attribute product_parent_id, keep one type of product in one code and give every product a unique colour or a unique combination of colour and size. Titles and texts inside the code are uniform and name no colours.
An attribute or the category is wrong
Fill every mandatory attribute, the basic ones and those of the category, and add the optional ones that help the customer and the filters. Values such as 0 or not applicable say nothing, and 3300 kg where you mean 33 kg costs you the sale.
A legal attribute is missing
GPSR asks for the responsible economic operator, the address, the phone number and the e-mail address; the safety warning, the safety information image, the safety information document and the WEEE label are optional. The CE marking attribute is mandatory, for example on rechargeable electronics, measuring and weighing equipment and household appliances. Whether a battery is included is optional. For hazardous substances the hazard statements, the precautionary statements and the signal word are mandatory.
FAQ
Which language do I write for ANWB?
ANWB sells in the Netherlands and its guidelines are written for Dutch text, so address the reader informally. The polite form counts as a forbidden word and makes the text invalid.
The category I need does not exist. What now?
Contact your business developer and let ANWB know as well. Wait with boarding until the category exists, then fill the attributes of that category. A product sits in one Mirakl category, while the website can show it in more.
Do I fill in the legal attributes myself?
Yes. You are responsible for every attribute about legislation, for supplying the required documents and for following the rules that apply.
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