How Webinterpret translates listings on Amazon
Knowing how Webinterpret modifies listings on Amazon before posting items on international marketplaces can be of great value for sellers wanting to maximize our solutions. However, it is important to remember that Webinterpret does more than simply translate items to international markets on Amazon.
Each country has its own requirements and rules, so Webinterpret’s solutions offer a broader range expertise besides language localization. The entire process of adapting items is called “translisting”, and some of its complexity can be seen below.
Each listing segment is translated separately using what we call an Adaptive Translation System (ATS), a sophisticated process that splits each listing’s sections (title, category, item specifics, attributes, description, conversion chart) and takes appropriate action depending on a variety of conditions before translisting the item on a foreign marketplace.
Here’s a breakdown of ATS in action:
- Item selection process (more here)
- Title optimization process (more here)
- Original terms matched to our industry libraries
- Automatic/Manual translation
- Adaptation of translistings to marketplace rules
- Item is translisted on a foreign marketplace
Translations which cannot be automatically translated using ATS are translated by skilled translators. Sellers can also define which terms they want to leave intact in our Translation Manager, giving clients who use specific vocabularies and brands more control over the quality of translations.
Here’s a summary of how we translate each items part.
Titles (and Item Specifics) are given the most priority because statistically most purchases are done based on the information provided in Titles and Item Specifics.
Before translating a title our system removes all information it deems unimportant or redundant. Sellers often don’t realize that the categories and subcategories like color, size, gender, etc., do not need to be in titles since Amazon’s categorization system already covers such information. In such cases, Webinterpret uses an “Expression Filter” to modify titles. For more information on how Webinterpret modifies titles, please read this Help Center article.
- Upper cases are removed in titles by Webinterpret’s Expression Filter. Only the first word and brand names keep their title casing, though we can detect simple patterns and reuse them.
- Amazon categories have different character limits in their titles.
- Amazon character limits are larger but will be reduced in the future.
- Amazon title rules are different depending on the category
- Sizes are not translated in titles
- Other measuring units are converted in titles.
- In most cases translated titles will not keep the original word order.
- Book and CD titles are translated, but foreign expressions in titles will be left alone.
Webinterpret either copies Item Attributes from original listings or translates them using our Adaptive Translation System if they are not in our database (e.g., colors that are not a variation, outer and inner materials, brand, model, manufacturer, etc).
We use our own industry-specific dictionary that is always updated by translators and linguists. We use an automatic error detection mechanism, and automatically update expressions with the help of team of professional quality control specialists.
Bullet points are translated by a patented machine translation that shortens content to fulfill Amazon requirements.
- We use a patented mechanism to associate your original items to their international marketplace equivalents.
- Not all categories exist between country marketplaces, but Webinterpret’s Adaptive Translation Mechanism is designed to properly match the original categories to existing international counterparts.
- Categories are regularly validated by our specialists.
- If we can’t automatically map a category, we do it manually.
We use the content from bullet points in descriptions. In some categories Amazon removes the bullet points, leaving them empty.
Variations & Conversion Charts
All variations are translated using Amazon’s conversion charts. Size variations use our own conversion charts. If we don’t have a particular size, then we translate it ourselves. If the conversion charts include numbers we copy them: pieces, quantity, etc. If it’s colors we translate them.