Wayfair product content: names, descriptions, specifications and WayMore

Wayfair builds each product page from the data you supply: its product names "are constructed from the details you provide", and the page is filled out by your feature bullets, marketing copy, specifications, images and video. Get the details right and complete, write descriptions that answer the questions shoppers ask, and use WayMore, the rich content further down a Wayfair product page, for what the bullets cannot carry.

Wayfair works differently from Amazon or eBay. You are a supplier, not a seller writing a free-form listing: you hand Wayfair structured data, and Wayfair assembles the page. That makes the quality of each field matter more, not less, because a wrong dimension or a missing material shows up on the page, in the filters and in the product name at once.

This guide covers what a Wayfair page is made of, how names are formed, how to write bullets and marketing copy, the specifications Wayfair asks for, how to edit content in Partner Home, and what WayMore is.

What makes up a Wayfair product page?

A Wayfair product page is built from the product information you supply, which Wayfair's Master Platform Agreement defines to include specifications, features, images, videos and computer-aided design models, and which it asks you to keep timely, accurate and complete.

Each product sits under a SKU, which Wayfair describes as its "unique way of cataloging products in our database", a code of letters and numbers that identifies the product's characteristics.

How does Wayfair create product names?

Wayfair forms the product name itself from your data: its beginner's guide says "our crystal-clear product names are constructed from the details you provide", a rule it says "may not apply to nationally recognized brands or products". Fill in every field on Wayfair's onboarding checklist accurately, including the product name you supply, materials, product options and product classification.

Salsify's February 2022 guide to Wayfair content gives a limit of 150 characters for a product name, in sentence case. For variations, Wayfair's product management update brings option-level naming to Wayfair US and Canada, so a "Blue Chair" and a "Red Chair" can each carry a distinct name, and an audit log records who changed a product name and when.

The practical rule: do not try to stuff keywords into the name field. Put the colour in the colour field, the material in the material field, and the product type in the classification. Wayfair's naming and its filters both read those fields.

How should you write Wayfair feature bullets and marketing copy?

Write them to answer the shopper's questions plainly: Wayfair's content page says "clear, concise, and thorough content helps customers discover your products and learn everything they need to know before they buy them", and it asks for weights, dimensions, materials and "any detail that helps shoppers make decisions". Salsify's guide gives the minimum as either three feature bullets or marketing copy for each product.

A good set of Wayfair bullets reads like a showroom assistant answering questions in order:

1. What it is and what it is made of: "Solid oak frame with a natural oil finish."
2. How big it is, and whether it fits: overall dimensions, seat height, clearance under the frame.
3. How it is built and how long it lasts: joinery, weight capacity, warranty.
4. What comes in the box, and what does not: "Mattress and bedding not included."
5. Assembly and care: tools needed, how to clean the fabric.

Salsify's guide to building Wayfair product pages warns against "marketing fluff" such as "you'll love this bed", and says images and descriptions should stay consistent with each other. Those two points carry more weight on Wayfair than elsewhere, because every claim you write is checked by a shopper against a large, expensive object on their doorstep. The product descriptions guide covers the craft in more depth.

Which specifications does Wayfair ask for?

Wayfair's onboarding checklist asks suppliers to prepare "product name, model / manufacturer part number, supplier part number, product classification, materials, product options, product dimensions, weight, carton dimensions, care, wholesale cost, and product warnings (when applicable)". Its content page adds that filling in the specification and feature fields keeps products searchable.

Two of those fields catch suppliers out. Carton dimensions are the boxed size, not the assembled size, and they drive shipping. Product warnings include any California Proposition 65 warning: Salsify's guide notes that Wayfair asks a yes or no question on whether a product needs one. The Prop 65 guide explains when it applies.

Must Wayfair content match the product exactly?

Yes. Wayfair's Supplier Code of Conduct says all product descriptions and packaging "must be accurate, truthful, and match the physical item that is shipped to Wayfair or Wayfair's customer", and it prohibits duplicate or near-copy listings, including identical imagery or product content. A description that claims solid wood on a veneered piece, or a size that rounds up, breaks the first rule. Copying the same text onto a second listing of the same item breaks the second.

How do you edit Wayfair product content?

You edit it in Partner Home, Wayfair's supplier portal. Wayfair's product management update, which Wayfair invites suppliers to join as a beta, adds a Product Merchandising Page where you can view and edit individual parts and their parent SKU in one place, and bulk editing that updates product names, feature bullets, marketing copy and attributes by spreadsheet, with a change on one part applied to every part in a SKU.

The same update announces a Catalog Health Summary for Partner Home, listed under "Coming Soon in 2025", to flag products at risk of takedown, missing attributes and performance concerns. Make missing attributes a weekly habit whichever tool shows them: an empty field is invisible to the shopper using a filter.

What is WayMore on Wayfair?

WayMore is the rich content further down a Wayfair product page: Salsify, a content integrator, calls it "rich, below-the-fold WayMore content" that flows through its connection to Wayfair. A Wayfair job posting for its Product Descriptions team calls WayMore "an internally driven program that highlights key product information through rich media & content", there to help customers evaluate products and buy with confidence.

WayMore launched as templated modules: Dan DeSimone reported in February 2018 that suppliers could choose from six standard modules of images with titles and descriptions, and that WayMore added a video module, which Amazon's A+ content lacked at the time. It is optional: Salsify's 2020 guide notes that Wayfair does not require rich media to set an item up. Salsify's guide to building Wayfair product pages advises inspirational imagery, highlighting key features, and media and copy that are unique and consistent with each other.

Use WayMore for what the bullets cannot carry: a cutaway of a mattress's layers, a close-up of a dovetail joint, a room shown in three colourways.

A Wayfair content checklist

1. Fill every field on the onboarding checklist, including carton dimensions and warnings.
2. Put each fact in its matching field so Wayfair's product name and filters read it.
3. Write at least three feature bullets or marketing copy, and aim for five bullets that answer real questions.
4. Cut "fluff" and keep copy consistent with the images.
5. Check every claim against the item that ships.
6. Name each variation with option-level naming where Partner Home offers it.
7. Fix missing attributes first, every week, using the Catalog Health Summary where Partner Home shows it.
8. Add WayMore content where the product has a story the bullets cannot tell.

How Commicorn helps

Commicorn makes Wayfair listing copy and images from your product photos and facts, to Wayfair's rules: feature bullets and marketing copy that answer shoppers' questions, with your real product shown as it is. Start free.

Questions sellers ask

Can I write the product title myself on Wayfair?

Not freely: Wayfair constructs product names from the details you provide, a rule it says "may not apply to nationally recognized brands or products". Fill in the product name, materials, options and classification fields accurately, and use option-level naming, part of the product management update Wayfair offers as a beta, to give each variation a distinct name.

How long can a Wayfair product name be?

150 characters at most, in sentence case: Salsify's February 2022 guide to Wayfair content gives that limit for product names. Keep the name to the product itself and let the colour, material and classification fields carry the rest.

How many feature bullets does Wayfair need?

Salsify's guide gives the minimum as either three feature bullets or marketing copy for each product; five bullets covering material, size, build, what is included and care give a shopper what they need.

Is WayMore the same as Amazon A+ Content?

They do a similar job: both are rich content further down the product page, and Salsify describes WayMore as "rich, below-the-fold" content; Salsify's 2020 guide adds that Wayfair does not require rich media to set an item up.

How do I update content on many Wayfair products at once?

Use bulk editing in Partner Home, part of the product management update Wayfair offers as a beta: it updates product names, feature bullets, marketing copy and attributes by spreadsheet, and can apply a change on one part to every part in a SKU.

The last word

On Wayfair, content is data before it is copy. Fill every field accurately, because the name, the filters and the page all read from it, then write bullets that answer a shopper's real questions without a word of fluff. The supplier whose specifications are complete and true gets found in the filters and keeps the sale when the box arrives.