Master Data Elements for E-commerce and Digital Marketing

Major Master Data Elements for E-commerce and Digital Marketing

Much of E-commerce and Digital Marketing is geared towards promoting and selling products and product like services. As a result, a product and SKU oriented master data strategy and elements are good starting points for achieving excellence in Master Data Management for E-commerce and related Digital Marketing.



Our recommendation is that established organizations should first look at the types of master data elements that Amazon supports and recommends. These recommendations apply regardless of whether your organization is a vendor to Amazon and/or 3rd party seller on Amazon. Most other E-commerce channels support similar master data elements with slightly different names.

Product Description

When it comes to product descriptions your audience is people as well as search engine bots/algorithms. If you take a look at the product description below clearly the merchant here threw the kitchen sink at the description. While not Shakespearean, the description includes a number of key words consumers likely type when searching for massagers.


Below shows the search results for some of the key words. Clearly the above product lists very highly in Google Product Search and Search results as well.



Bullet Points

Bullet points are unique to Amazon listings and are primarily used to highlight product benefits and in some cases key features. Amazon’s search engine does index bullet points and uses them for search optimization.




Pricing is of course the single most important master data element for E-commerce. The importance varies depending upon the type of relationship (vendor vs. third party seller on E-commerce channels).



Outside of price, images (and videos) tend to be the most important master data elements of E-commerce master data. Established E-commerce channels like Amazon have guidelines on image formats, sizes, placement with in the listing, and naming conventions.



Product and Item Category Related Information

Some of the more established E-commerce channels such as Amazon require product and item category specific information. The figure below show attributes and their values for a product in the laptop category


Technical Information

Technical information of the product/SKU can include additional attributes that help better communicate quality and key characteristics of the products. Discerning buyers use Technical Information to make more informed purchasing decisions.




Variant management is one of the more intricate aspect of E-commerce master data management. The picture below show the 2 variant dimensions (Size, Color) of Levi’s jeans. Variant dimensions and possible values introduce complexity to not only master data management aspects, but also to supply chain planning and downstream manufacturing and logistics.





Inventory information, which changes with every purchase and availability updates by the seller (only applicable for 3rd party sellers), strictly speaking may not be master data. However, if your organization is a 3rd party seller on different channels synchronizing inventory and availability across all the channels accurately is important and can be challenging depending on our backend Order Fulfillment, Planning and Logistics systems.


Store Location

Store location and local inventory of the store is unique to Google Shopping. Maintaining this data allows Google Search results to display availability of products at a particular store location in Search results.


A+ Content

A+ Content is unique to participants of Amazon Brand Registry.