Internship documentation at Amazon India

1

3

2

NATIONAL INSTITUTE OF FASHION TECHNOLOGY

Internship Report on

By: Pooja Kushwaha Master of Design (Space) Semester – III

5

4

Abstract An eight-week internship project is an integral part of Master of Design, a two year of the master course at National Institute of Fashion Technology. In this project, the students take up live projects with companies.

The industry training exposes them to not only the ethics of the professional world but also grooms their skills. It gives the students a chance to apply their acquired knowledge in the true sense.

I got an opportunity to take up this project with Mr. Manish Chopra, Art Director of Amazon.com Inc. I was a part of stylist team, where I worked on two projects and took part in styling.

The whole exercise was very exciting and challenging. Learning the Amazon’s concept of the styling of products was a new experience for me.

I thank Amazon, India, along with industry mentor Mr. Manish Chopra and Ms. Luiyola Shimray, head stylist of Amazon, for their constant support for the entire period of eight weeks of time.

All right reserved. No part of this publication may be reproduced, stored, in a retrieval system or transmitted, in any form or by any means – electronic, mechanical, photocopying, recording, or otherwise – without prior written permission of the copyright holder.

Pooja Kushwaha

National Institute of Fashion Technology Master of Design | Delhi | 2016 - 2018

7

6

ACKNOWLEDGEMENT It gives me great pleasure to acknowledge the assistance and contribution of a number of individual towards the effort.

I would like to thank the National Institute of Fashion Technology, Delhi and the department of Master of Design and space, in particular, for providing me a platform to achieve my goals. Special thanks to the course coordinator of the department Ms. Kavita Yadav and my college mentor Ms. Varsha Gupta for allowing me to work with Amazon.

I take this opportunity to thank Mr. Manish Chopra, Industry mentor, Art Director at Amazon, India, for his valuable guidance, closely supervising this work over the past few months and helpful suggestions. I would also like to thank, Ms. Varsha Gupta, Internal Mentor for her great help and support truly in the progression and completion of the internship program.

My grateful thanks also go to Ms. Luiyola Shimray, head stylist at Amazon India, a big contribution and hard work from her side during the internship period is very great indeed. All projects during the program would be nothing without the enthusiasm and imagination from your side.

Besides, I would also like to thank whole photo studio team who make me realized the value of working together as a team and as a new experience in industrial working environment, which kept changing me at every fraction of the time.

Pooja Kushwaha Master of Design

9

8

CONTENTS Amazon: The Brand

10 - 18

Introduction to the Bay

37 - 43

Introduction Background Founder & CEO: Jeff Bezos

10 - 13 14 - 16 17 - 18

Business Overview

19 - 21

ODIS/Tilt Flats Table Top On-Body

37 38 - 39 40 - 41 42 - 43

Projects

44 - 111

Style guide management Online stlist training module

44 - 97 98 - 111

Mission Brand Promise Brand proof Different area of Business Present Location Strategy

19 19 19 20 20 21

Amazon’s Peculier Culture

22 - 25

Leadership Principles

23 - 25

Fulfilment Centre

26 - 30

Intoduction Fulfillment by Amazon ICQA Team

26 - 27 28 - 29 30

Amazon Imaging Studio Departments and Process

31 - 36

Operational Team Prepping Team The Stylist The Photographer

31 32 - 34 35 36

My Experience

112

Referencese

113

11

10

AMAZON - The BRAND Introduction Amazon.com, Inc. is an American electronic commerce and cloud computing company that was founded on July 5, 1994, by Jeff Bezos and is based in Seattle, Washington. It is the largest Internet based retailer in the world by total sales and market capitalization.

Amazon started as an online bookstore, later diversifying to sell DVDs, CDs, video, MP3, audio book downloads/ streaming, software, video games, electronics, apparel, furniture, food, toys, and jewelry. The company also produces consumer electronics notably, Kindle e-readers, Fire tablets, and Echo and is the world’s largest provider of cloud infrastructure services and sells certain low-end products like USB cables under it’s in house brand Amazon Basics.

Apart from that company also offers other services, such as database offerings, fulfillment, publishing, certain digital content subscriptions, advertising and co-branded credit cards. The Company serves consumers through its retail websites and focuses on selection, price, and convenience. It designs its websites to enable hundreds of millions of products to be sold by them and by third parties across dozens of product categories. The Company allows customers to access its Websites directly and through its mobile websites and applications.

Inside view of Amazon fulfilment centre

In addition, the Company offers Amazon Prime, an annual membership program that includes access to unlimited instant streaming of thousands of movies and television episodes and other benefits. It offers programs that enable sellers to grow their businesses, sell their products on its websites and their own branded web sites.

13

12

The Company serves authors and independent publishers with Kindle Direct Publishing, an online service that lets independent authors and publishers choose a royalty option and make their books available in the Kindle Store, along with its own publishing arm, Amazon Publishing. It also offers programs that allow authors, musicians, filmmakers, application developers and others to publish and sell content. With its easy usability and the availability of online editions increasing day by day, the customers shifted from hardcover to e-books comfortably. The Kindle sales contributed heavily to Amazon’s revenue.

Amazon has separate retail websites for the United States, the United Kingdom and Ireland, France, Canada, Germany, Italy, Spain, Netherlands, Australia, Brazil, Japan, China, India, and Mexico. Amazon also offers international shipping to certain other countries for some of its products.

The Company operates through three segments: North America, International and Amazon Web Services (AWS).

The Company’s North America segment primarily consists of retail sales of consumer products and subscriptions through North America-focused Websites, such as www. amazon.com, www.amazon.ca, and www. amazon.com.mx. The North America segment includes export sales from its North America-focused Web sites.

The International segment primarily consists of retail sales of consumer products and subscriptions through internationally

focused Websites, such as www.amazon. com.au, www.amazon.com.br, www.amazon.cn, www.amazon.fr, www.amazon.de, www.amazon.in, www.amazon.it, www. amazon.co.jp, www.amazon.nl, www.amazon.es and www.amazon.co.uk. The International segment includes export sales from these internationally focused Websites.

The AWS segment consists of sales of computing, storage, database, and other service offerings for start-ups, enterprises, government agencies and academic institutions.

Amazon is the leader in innovation and is the first in making things simpler and attractive for their customers. The way Amazon treats its customers has been at the heart of the unbelievable success it has experienced. Amazon truly has been a company that has understood the needs of the customer and showed how to do business in the best way possible.

“We’ve had three big Ideas at Amazon that we’ve stuck with for 18 years, and they’re the reason we’re successful: Put the customer first.

Invent.

And be patient.

Jeff Bezos Founder of Aamazon

15

14

FOUNDER & CEO: JEFF BEZOS

Bezos selected the name Amazon by looking through the dictionary and settled on “Amazon” because it was a place that was “exotic and different” just as he envisioned for his Internet enterprise. The Amazon River, he noted was by far the biggest river in the world and he planned to make his store the biggest in the world. Bezos placed a premium on his head start in building a brand and it still built a huge, multibillion-dollar company. A lot of it comes down to the brand name. Brand names are more important online than they are in the physical world. Additionally, a name beginning with “A” was preferential due to the probability it would occur at the top of any list that was alphabetized. The company was founded in the garage of Bezos’ home in Bellevue, Washington.

After reading a report about the future of the Internet that projected annual Web commerce growth at 2,300%, Bezos created a list of 20 products that could be marketed online. He narrowed the list to what he felt were the five most promising products, which included compact discs, computer hardware, computer software, videos, and books. Bezos finally decided that his new business would sell books online, due to the large worldwide demand for literature, the low price points for books, along with the huge number of titles available in print.

Jeff Bezos, founder of the company, In 1994, he left his employment as vice-president of D. E. Shaw & Co., a Wall Street firm and moved to Seattle. He began to work on a business plan for what would eventually become Amazon.com. Now he is on the brink of overtaking Bill Gates to become the wealthiest person on the planet.

He quit a lucrative New York hedge fund job in 1994 with the simple idea to sell books online. Now Amazon sells nearly everything a consumer might want. His other passion is space travel. His aerospace company, Blue Origin, a company he founded in 2000, is developing a reusable rocket that Bezos says will carry passengers.

In each annual financial report, Bezos reprints the letter he sent to shareholders in 1997, when Amazon floated on the stock market. The letter lays out Bezos’s approach to business and running Amazon. He pledges to focus on the long term and being the market leader, “rather than short-term prof-

itability considerations or short-term Wall Street reactions”. He knows those reactions well, having worked on Wall Street for a hedge fund before founding Amazon.

Bezos has repeatedly told shareholders, analysts and staff that it is still “day one” for the company, despite the fact that it accounts for 43% of all online sales in the US, and his office at Amazon’s headquarters is located in a building called “day one”. His 2017 letter began with an explanation of what “day two” would be for Amazon. “Day two is stasis,” he wrote. “Followed by irrelevance. Followed by excruciating, painful decline. Followed by death. And that is why it is always day one.

According to Jeff Bezos, the best way to protect the company is “obsessive customer focus”. This focus has defined Amazon and Bezos, positively and negatively. While the company generated $136bn of sales last year, it has attracted criticism for seemingly sweeping aside small retailers and battering high streets around the world as it has expanded. Bezos has used the fortune built from Amazon to buy the Washington Post and invest in space travel through Blue Origin.

17

16

Jeff Bezos’ masterstroke was in cutting down on marketing expenses and invest it in keeping the customer happy. He cut down on advertising expenses and thus gave shipping free for the customers. Free shipping and the lowest prices on the planet made it a difficult option to ignore. Everyone was attracted to buy at Amazon. But the secret to the success of Amazon is how they maintained their relationship with the customer.

BACKGROUND “ I strongly believe that missionaries makebetter produts. They care more. For a missionary, it’s not just about the business. There has to be a business, and the business has to make sense, but that’s not why you do it. You do it because you have something meaningful that motivates you.”

-Jeff Bezos

Work Hard. Have Fun. Make History

Bezos incorporated the company as “Cadabra” on July 5, 1994. Bezos changed the name to Amazon a year later after a lawyer misheard its original name as “cadaver”.

In September 1994, Bezos purchased the URL Relentless.com and briefly considered naming his online store Relentless, but he changed its name to Amazon because Relentless sounded a bit sinister. The domain is still owned by Bezos and still redirects to the retailer. The company went online as Amazon.com in 1995.

The company began as an online bookstore. Since then, Amazon has expanded into other retail categories, such as food, clothing, and electrical, and developed a formidable cloud computing service, its own television shows and an electronic

personal assistant for people’s homes (Ruddick, 2017). Amazon was able to access books at wholesale from Ingram, a United States-based service provider company to the book publishing industry.

A system was put in place so that a beep was heard every time a customer places an order. The constant beeping quickly drove employee’s nuts, and the beepers were disabled, but orders were continued.

In the first two months of business, books were shipped to all 50 states in the US and 45 countries worldwide. Within two months, Amazon’s sales were up to $20,000 per week.

In July 1995, the company began service and sold its first book on Amazon.com “Douglas Hofstadter’s Fluid Concepts and

19

18

Creative Analogies, Computer Models of the Fundamental Mechanisms of Thought.”

In October 1995, the company announced itself to the public.

BUSINESS OVERVIEW

In 1996, it was reincorporated in Delaware. Amazon issued its initial public offering of stock on May 15, 1997, trading under the NASDAQ stock exchange symbol AMZN, at a price of US$18.00 per share.

In 1999, Time magazine named Bezos the Person of the Year, recognizing the company’s success in popularizing online shopping.

Since June 19, 2000, Amazon’s logotype has featured a curved arrow leading from A to Z, representing that the company carries every product from A to Z, with the arrow shaped like a smile.

Amazon’s initial business plan was unusual. It did not expect to make a profit for four to five years. This “slow” growth caused stockholders to complain about the company not reaching profitability fast enough to justify investing in or to even survive in the long-term. When the dot-com bubble burst at the start of the 21st century, destroying many e-companies in the process, Amazon survived and grew on past the bubble burst to become a huge player in online sales. It finally turned its first profit in the fourth quarter of 2001, $5 million, on revenues of more than $1 billion. This profit margin, though extremely modest, proved to skeptics that Bezos’ unconventional business model could succeed.

In 2011, Amazon had 30,000 full-time employees in the USA, and by the end of 2016, it had 180,000 employees. The company employs 306,800 people worldwide in full and part-time jobs.

On October 11, 2016, Amazon announced plans to build convenience stores and develop curb side pickup locations for food. In December 2016, the Amazon Go store was opened to Amazon employees in Seattle. The store uses a variety of sensors and automatically charges a shopper’s Amazon account as they walk out of the store; therefore there are no checkout lines. The store is planned to open for the general public in early 2017.

In June 2017, Amazon announced it would acquire Whole Foods, a high-end supermarket chain with over 400 stores, for $13.4 billion. The acquisition was seen by media experts as a move to strengthen its physical holdings and challenge Walmart’s supremacy as a physical retailer.

And now, amazon.com has become the world biggest on line store.

MISSION Amazon vision is to be Earth’s most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online.

BRAND PROMISE Amazon.com is the simplest way to get what you want at a great price. The brand promise is the unspoken assurance that gives customers about what they can expect from Amazon.

BRAND PROOF The Amazon.com has become synonymous with a superior level of convenience, selection, low prices, and customer service. Price, Selection, and Convenience these elements are the things Amazon can point to when evaluating how well they are pursuing its mission and keeping their brand promise.

21

20

DIFFERENT AREAS OF BUSINESS

Amazon Web Services Amazon Entries Solutions E-commerce Plateform

World-class fulfilment & Customer Service Centre

Media

Other processing & Fulfilment Services

Hardlines

PRESENT Location

Softline

Consumables

STRATEGY

Business Development Finance Human Resource Legal

23

22

AMAZON PECULIER CULTURE LEADERSHIP PRINCIPLES Amazon earns trust with its customers by making precise, high-bar promises and then keeping them. Amazon applies these principles across the company whether it’s in technology, retail or operations. The company makes sure to always put the customer first even if it’s team’s influence on the customer is indirect.

The company is willing to make long-term investments, sometimes at the expense of short-term gains also shares the good and the bad to help customers make informed decisions.

The company works to avoid the bland personality that customers typically associate with the big homogeneous, corporate Borg. Employees at Amazon take credit for the impressive things they do in a way that is subtle and sophisticated and endeavor to speak to their customers in a tone that is neither boastful nor boring. They use specificity when possible and sensible, and prefer to title features actually with a degree of precision.

Customer Obsession Leaders start with the customer and work backward. They work vigorously to earn and keep customer trust. Although Leaders pay attention to competitors, they obsess over customers.

Ownership: Leaders are owners. They think long terms and don’t sacrifice long-term value for short term result. They act on the behalf of the entire company, beyond just their own team. They never say “that’s not my job”.

Invent & Simplify Leaders expect and require innovation and invention from their team and always find ways to simplify. They are externally aware, look for new ideas from everywhere, and are not limited by “not invented here”. As we do new things, we accept that we may be misunderstood for long periods of time.

Are right, A Lot Leaders are right a lot: They have strong judgment and good instinct. They seek diverse perspective and work to disconfirm their beliefs.

Learn and be curious Leaders are never done learning and always seek to improve them. They are curious about new possibilities and act to explore them.

25

24

Hire and develop the best

Dive deep

Leaders raise the performance bar with every hire and promotion. They recognize exceptional talent and will move them throughout the organization. Leaders develop leaders and take seriously their role in coaching others. We work on behalf of our people to invent the mechanism for development like career choice.

Leaders operate at all levels, stay connected to the details, audit frequently, and are skeptical when metrics and anecdote differ. No task is beneath them.

Insist on the highest standard Leaders have relentlessly high standards – many people may think these standards are unreasonably high. Leaders are continually raising the bar and drive their teams to deliver high-quality products, services, and processes. Leaders ensure that defects do not get sent down the line and that problem is fixed so they stay fixed.

Think big Thinking small is a self-fulfilling prophecy. Leaders create and communicate bold direction that inspires results. They think differently and look around corners for ways to serve customers.

Have backbone; disagree and commit Leaders are obligated to respectfully challenge decisions when they disagree, even when doing so is uncomfortable or exhausting. Leaders have conviction and are tenacious. They do not compromise for the sake of social cohesion. Once a decision is determined they commit wholly.

Deliver results Leaders focus on the key inputs for their business and deliver them with the right quality and in a timely fashion. Despite setbacks, they rise to the occasion and never settle.

Bias for action Speed matters in business. Many decision and actions are reversible and do not need extensive study. We value calculated risk taking.

Frugality Accomplish more with less. Constraints breed resourcefulness, self-sufficiency, and invention. There are no extra points for growing headcounts, budget size or fixed expenses.

Earn trust Leaders listen attentively, speak candidly, and treat others respectfully. They are vocally self-critical, even when doing so is awkward or embarrassing. Leaders do not believe their or their team body odor smell or perfume. They benchmark themselves and their teams against the best.

“At Amazon, everybody is a Leader”

by following the leadership principles of Amazon and can take following actions to give better results, which make Amazon a leader in the market.

27

26

Amazon call its warehouse a fulfilment centre. Because it provides fulfilment service to its seller and vendors.

FULFILMENT CENTRE Introduction

Amazon’s fulfilment centres are located worldwide. It’s principal corporate offices are located in Seattle, Washington. Fulfillment centers are located in the following cities, often near airports. Amazon Fulfillment centers can also provide warehousing and order-fulfillment for third-party sellers, for an extra fee. Warehouses are large and each has hundreds of employees. A picker may walk 10 or more miles a day. In the newer

fulfillment centers, items are stored on pods and brought to pickers by robots.

Amazon fulfilment centres are situated at United States, Canada, Mexico, Scotland, England, Wales, France, Germany, Poland, Italy, Slovakia, Spain, Japan, China and India.

In India fulfilment centres are situated at Mumbai, Bangalore, Hyderabad, Chennai, Ahmedabad, Jaipur, Haryana, Pune, Delhi and Kolkata.

29

28

3. Customer orders product When customer orders come then picker, a person who picks the products when customer orders come, as he already has the details of in which rack the product is located, they pick the products and pack it. There are 10 to 15 pickers in the FC and the average rate of picking of the item is 70 to 80 items per hour.

FULFILMENT BY AMAZON

4. Outbound Amazon pack and ship seller’s/Vendor’s products from fulfilment centre to customers.

5. Customer Service Amazon’s customer service and delivery creates loyal and happy customers.

Fulfilment by Amazon is a service available to third-party sellers grow by giving them access to Amazon’s world class fulfilment resource and expertise, acclaimed customer service, and trusted shipping options.

Send Inventory Seller sends their products to an Aamazon fulfilment centre.

1. Inbound Seller/Vendor send their products to an Amazon fulfilment centre (FC)

2. In-warding Whenever a vendor/seller supply products to the Fulfilment Centre, pickers of the Fulfilment Centre put products in a bin and scan products barcode, confirming that they have listed all products. Scanning of products also helps vendors to trace their inventory across all over India.

Once the products are received in Fulfilment Centre, associates of FC scan the ASIN No. of the products and keep it on racks. Every rack has a location in a particular Fulfilment Centre. Then they scan the barcode of the rack, for tracking the location of the products in future.

In the Fulfilment Centre, every item has a location, because Fulfilment Centre has crores of products and without tracking, it will be difficult for anybody to find them. This is an automated process. By scanning the barcode of the rack, associates get the details about the rack, how big the rack is, what items it has, and associates of the Fulfilment Centre will also know where to keep an item by scanning it.

Customer Returns

Receive & Store

Returns inquires and assistance (processing fees apply for certain products).

Amazon stores seller’s product - from a single unit to their entire inventory.

Customer Service

Customer orders product

Amazon’s Customer service and delivery and delivery creates loyal, happy customers.

Customer orders seller’s products from Amazon, often with fast, free delivery.

Pick, Pack & Ship Amazon ships seller’s products from fulfilment centre to customer.

31

30

IMAGING STUDIO DEPARTMENT & PROCESS ICQA Team

OPERATIONAL TEAM

ICQA Team does a random check of the racks by identifying virtual product and physical product. Whatever items are listed in the system are virtual products, which means if a person checks barcode of a rack in the system it will show the exact number of items which are available physically on the rack.

Operational team decides what items are to be shot in a day and drop the pick list for the ASIN which have to be picked for imaging studio and pickers from FC drop those ASIN in studio and ASIN are kept separately on the racks.

The responsibility of the ICQA Team is to see whether the number of the virtual products is matching with the number of the physical products. Mismatch of the virtual and physical product is known as Dirty Tot. They audit the random racks and do the correction if needed.

Operational team has different reasons for picking. One reason to drop the pick list of the products is for imaging and the second reason is transhipment.

Transhipment is a process where a product is moved to one fulfilment centre to other fulfilment centre. Transhipment happens physically and virtually. Virtually for keeping record so that associates of the fulfilment centre would know the product is moved to other fulfilment centre.

There are two types of transhipment take place, one is reactive and other is proactive.

Reactive If a customer place orders for two products. one is lying in nearby fulfillment centre for e.g., Del 3 and one is lying in different fulfillment centre for e.g., Del 2 so their system will put the product in transshipment lane for transferring the product which is lying in Del 2 and then associates of fulfillment centre will know this item has to go to DEL 3 for customer order. Once the product reaches to Del 3, packers will pack both products together and send it to the customer.

Proactive If an inventory has to move across India to any fulfillment center for having a balance in inventories for fast delivery, or for sending a product from one studio to other studios for the shooting is Proactive Transshipment.

33

32

2. Cleaning Chemicals

PREPPING TEAM The person who prepares products for imaging is known as prepper. The activities involve in prepping are unpacking of the ASIN, sorting, arrenging, cleaning, steaming, etc. to make it look good for imaging with the help of prepping tools.

Prepping team divide ASIN according to the bay (simple, moderate, complex) on which it has to be shot and do prepping of the ASIN accordingly.

Colin

Go Gone

3. Cleaning Material

Afterward prepping, preppers put ASIN on steel rack and put the racks into the bay in which those ASIN are going to shoot.

Tools used in prepping are as follows:

1. Unboxing Eqipment

Vacuum Cleaner

Scissor

Paper cutter

Electric Blower

Gloves Earbuds

Lint free cloths

35

34

4. During Shoot

THE STYLIST

Blue Tack

Zots

The role of stylist is to style the product and the garment on the board strictly as per the Style Guide which is open all the time on all the workstations for referring to the times of queries and taking care of the technical specifications.

Stylist and photographer works side by side, it is a two-way process. First stylist style a product and photographer shoot the product and communicate to the stylist regarding any changes.

Once ASIN reaches to the bay, stylist scan the barcode and put barcode stickers on the packet of the ASIN, so that prepper would distinguish what ASIN to pack in which packet. After doing styling, stylist again scan the barcode to record the total time taken in styling of the ASIN.

Double side Foam Tape

Double side clear tape

Amazon have three categories of stylist, stylist for flats, table top stylist for products and fashion stylist for apparels. As of now, there are three stylist for on-body category Mr. Anil Hosmani, Ms. Fabeha Khan and Ms. Deepshikha Choudhary. Two Stylists in Table Top category Ms. Luiyola Ruiva Shimray and Ms. RoshitaTandon and one stylist for flat Ms. Sanjogeeta Ojha. Rests of them are freelancers, hired as and when required.

The Fashion Stylist sets a Mood Board on the closest bay curtain as inspiration for efficiently coordinating the garments and to achieve the most appropriate how to wear and other looks, respectively. The Mood Board comprises a set of pictures, preferably how to wear images to get ideas for pairing. The look requirement to be executed by the stylist is trendy, stylish and minimalistic.

Audits happen on a daily basis for all the shots taken throughout the day. It is an internal audit done by senior stylists. Photographer uploads the images for DIS edit then DIS Chennai team edits for final website image display. In apparel category, images are uploaded twice in a day, first pre lunch and second at the day end and before every upload internal audit are compulsory.

Fishing Tape

Needles

37

36

INRODUCTION TO THE BAY THE PHOTOGRAPHER The role of photographer is to shoot the ASIN after the stylists get the product ready for the board. Photographer also scan the barcode, before and after shooting of the product for recording the time taken in imaging of the ASIN. A mandatory cropping guideline has to be followed for on figure imaging, which is mentioned in the style guide.

Products have specific angles to be clicked that has to be followed according to the style guide. Products have more variants (angles) than on-body.

Aesthetics of the photographer & stylists go together in selecting the best images from all the options available. For selection in off figure, photographer makes most of the selection decisions as the stylist is busy styling the next product. For selection in On figure, during the time the model is changing, both the photographer and the stylist get more time to select. Sometimes they select mutually, sometimes photographer alone and sometimes stylists alone, depending on the time available with both.

After selecting the final images, they have to be renamed according to the guidelines of the style guide. For example, the front shot has to name as “MAIN”. While uploading the images, the photographer places Icons for retouching. Icons are made to avoid any language disparities between the studio and the DIS team. The DIS notes the icons selected and does the retouching according to it before uploading the final images on the Amazon web portal.

Pictures are uploaded to a cloud drive from where DIS team takes it. DIS, Chennai is the editing team for all the imaging that happens all over India. It also plays the role of the QA (Quality Assurance) and QC (Quality Check).

If a photographer misses out on any of the norms specified by Amazon for imaging, then the DIS will reject the specific images. The studio metrics depends upon the number of rejects a photographer gets.

ODIS/TILT ODIS/Tilt is an automated device in which small products like Shoes, Wallets, etc. are shot. When imaging on ODIS/Tilt only photographer is needed. As it is an automated machine, camera placed inside it rotates taking shots of no. of variants. To provide the best images not only for customers but also for retouch teams (DIS), the photographer has to decide which products are imaged well inside an automated device or on a tabletop set instead.

What should not go inside ODIS: White or pale products which do not separate well from the background.

Silver products which are brighter than the white background.

Reflective products which require advanced lighting techniques.

Products which comprise many parts.

Products with a lot of cables.

In Del3, the simple category goes into Tilt. In India, the Tilt machine is only in Del3. The capacity of imaging of tilt machine or ODIS is above 200 ASINs per day.

Different product categories are shot in different locations depending on the resources available. For example, Heavy and bulky items are shot in Hyderabad, Jewelry, and watches in Bombay. Studio setups are done according to the ASINs shot there.

39

38

Big and Tall: Any garment is of extra small or extra large size for e.g., XL, XXL, XXXL and XS, XXS have come in the classification of big and tall and are shot on flats because their sizes are not suitable for On body shoot.

Dress Materials Unstitched Lehanga saree.

Socks

Categories of apparels

FLATS Styling and photographing apparel on flats is a common and effective method of presenting them online. At Amazon, on flats, apparels are laid flat on a surface of light gray color tilted backward at some degree. In Del 3 there was only one bay for flats where four flats board were placed, but now flats are moved to Del 19.

There is several benefits when using flats for presenting garments online. For one, it’s versatile and cheaper than using a model or mannequin. Shooting styled garments on flats requires more efforts than table top, on flats, it is a challenge to shoot garments in a way so that garments don’t look flat, lifeless, or lacking in appeal.

The process of styling and shooting of garments on a flat board, following global technical styling directions listed under style guides for various process class, followed across all Amazon Imaging Studios.

Apparels are categorized under two heads ie., on-body and off-body.

On-Body: It is processed on models, both male and female on the on-body bay and medium sizes are shot on male and small sizes are shot on the female. Stockings are also shot on the body on the mannequin of leg form.

There were three categories of apparels on flats which were simple, moderate and complex but now it is reduced to two categories that are moderate and complex.

Any garment which takes less than ten minutes to style falls under the moderate category, for example, formal shirts. In formal shirts prepping takes more time but styling takes less than ten minutes and BINGO for the moderate product is twenty-eight.Any garment which takes twenty minutes or above comes under the complex category for example Dress materials, unstitched lehengas, Kids jackets, etc. BINGO for complex apparel is seventeen.

Yellow and green pins are only used for styling. Yellow Pin is used for all garments except Yellow; Green is used for Yellow garments as it helps the DIS team in editing bulk pictures. Flats are strictly processed and technically style guide driven.

People involved in Flats The prepper prepares the board with two pins and the garment and puts it at the stylist’s station. The ratio of preppers vs. associates is 5:2 for Moderate and 5:3 for Complex.

After the stylists get the product ready for the board, the photographer shoot the garment. The ratio of stylish vs. photographer for Flats is 6:1.

Problem solving approaches

Off-Body: It is processed on flats. The garmentwhich cannot be worn by models are shot here for e.g., Kids wear, extra large sizes, dress materials, lehenga choli, and other Indian garments.

JDI (Just Do It): Simple problem solving. In this, the problem is solved by analysing and discussing with fellow team members.

KAIZEN: Research based problem solving. In this, the problem is big and lots of resaech and improvemnet is needed.

Flats process class:

Post process work

Kids Wear Formal Shirts: It is the standard set by Amazon US to shoot formal shirts on flats but now stylists at Amazon are experimenting formal shirt on-body too.

Audit is done by the head stylist for the shooting review then photographer uploads the images for DIS edit then DIS, Chennai team edits for final website image display.

Locations of Flats Hyderabad, Mumbai, Bangalore, and Delhi (DEL2 and DEL3)

41

40

Safety concern Steaming is the most critical task in Table top category in terms of safety. That is why the preppers are made to wear two pairs of gloves, first one is a full arm fabric glove whereas the second one is rubber covering hand till mid arm.

Work Process

TABLE TOP Product Range Table top category includes any product excluding apparel. It has 27 sub-categories of products. But in India two categories are excluded Fresh and Wine. Hence, in India, Amazon have 25 sub-categories of Table top products.

Production Bingo for Simple category is 60 ASINs per day, for moderate 44 ASINs per day, and for complex category it is 22 ASINs per day. Productivity on annual basis is 35,000 per annum, which is progressive or almost constant.

Reasons to shoot on table top There are three major reasons to shoot products on a table top: Size: Items too big to fit inside an ODIS have to be photographed on a table top. If the product is small but big enough to not able to shoot on ODIS/AIS, then the product is shot on the simple table top. Big products are shot on the moderate table top.

Background quality for the retouching team: Delicate structures like grids or a multitude of cables require a clean white background to ease the work of the retouch teams.

Those items should be photographed on a (glass) table with a lit white background.

Chrome and transparent items: having more control of the lighting on table top allows the photographer to give transparent items “substance” and chrome items clear graduated reflections.

Products have specific angles to be clicked that has to be followed according to the style guide. Table top products have more variants in comparison with on body. A stylist has to put in more efforts in categories like handbags and backpacks. These categories demand more styling input. The difficulty arises when products are not in the style guide. Those products are known as Product without Style Guide (PWSG).

43

42

Hair and makeup stylist take care of the hairstyle and makeup of the model.

The Stylist pairs two to three sets needed for the western or ethnic shoot and then the coordinates are changed. The example of bottoms includes for the shoot are Pants, Culottes, Skirts, Cigarette Pants and Palazzos.

At the end photographer takes the shot and stylist and the photoghapher both select the best shot.

ON BODY Amazon wants to change the face of how it sells fashion. The website offers front and back image of the apparel, which aims to be improvised by offering more variations in terms of apparel view, overall body language, gaze, styling that works best to enhance the desirability of the garment and make Amazon.in one of the most powerful e-commerce fashion store in India.

Categories shot For women, Ethnic wear, Casual Tops-Bottoms, Dresses, Active wear, IA/Shape wear/ Swimwear are shot and for men’s, Formal Shirts & Bottoms, Casual T-shirts & Bottoms, Ethnic Wear and Swimwear’s are shot.

No. of shots captured: Back, Front, Detail & How to wear No. of garments to be shot per day: The target is not set as current project is in the testing stage.

The current project contributes to the attempt for enhancing the apparel buying experience for the customers. It compares the existing High Glanced Products to the images that are captured during this testing project.

On Body Bays The bay comprises the shooting area, the changing room, apparel hangers, prop hangers, footwear stand, accessory (watches, earrings, belts, bracelets etc.) table, steamer, makeup area and Photographer’s area (desktop and camera with camera stand).

People Involved in On-Body bay The prepper prepares the ASINs and props to be shot for the day and is available in the bay from the start to the end of the shoot.

Makeup targeted to be achieved The look targeted is natural, neutral and minimalistic. The purpose is to add desirability and focus to the garment.

Hairstyle: The hairstyle needs to be in sync with the makeup, no over-the-top, fancy hairdos, but casual, regular, girl-next-door hair styling is given to the model.

Process The photographer captures 3 to 5 shots per angle, i.e., Back, Main, and PT09. The stylist checks for the best shot from the screen display in the bay, among the selection keeping in mind the various perspectives of the changed style guide that include body language, angle, and styling, make up, etc.

Time & Motion Study The time taken to style the model and shoot, captured by the respective stylist and the photographer. The total time is later combined to observe the time taken to style and photograph the Main, Back and How to wear look. The average time taken to style and shoot per garment varies from 6 to 9 minutes.

Photographing of apparels Key points to keep in mind while photographing garments.

For studio lighting, a source of continuous cool LED lamps are recommended for lighting to ensure exposure, shadows, and contrast are kept consistent. Garments should be well ironed for the on-body shoot, pinned with pearl pins and should maintain the flow of the garment for Flats shoot.

45

44

Style guide

PROJECTS STYLE GUIDE MANAGEMENT The style guides are fundamental quality assurance tools in product imaging and their update and maintenance are essential to achieve benchmarked image quality. These tools are defined (based on customer feedback) for image creation within Amazon product imaging studios and aligned for external (vendor/seller /3P) facing guidelines to achieve parity in image quality for desirable CX. The style guides are directed towards preventing image defects and allowing for efficient quality control by providing opportunities for defect detection.

The aim of the project To include products in the style guide whivare without style guide.

To make style guide more informative for stylists and photographers.

The scope of the project • • • • • • • • •

To update style guide content and exhibit parity in the imaging process, across all product imaging regions.

To provide opportunity, the inclusion of regional specific Style guides where relevant.

To systematically address style guide management through tiered phases: Understanding the existing Style Guide thoroughly.

Scoping for products without Style Guide from the daily production images from January to June 2017 and August to December 2016.

Collating the images according to categories and putting them in a presentation format.

Sharing the presentation with the Global Style Guide owners and Category leads for feedback.

Submitting on the Missing Style Guide Portal for inclusion into the Style guide.

Liaison with MQM for inclusion into the Style Guide.

As the name suggests “style guide” a reference by stylists as well as photographers to style and shoot the products of specific ways. The style guide, also known as SG is an online wiki page that contains supreme shots of the products, shot with definite sets of rules which are set by the global team of Amazon to use images strictly as it is given in the style guide by stylists and photographers all over Amazon when styling or shooting the product.

Style guides were made long back, probably in US (Amazon’s origin), hence they might require time to time up-gradation. For apparel like Lehnga choli, Dress material, Hijab, saree, as well as for products like Rakhee, mangalsutra, India makes its own style guide as these products are country specific.

The process of bringing a change in the style guide When any change or up-gradation is needed in style guide, then stylist go on a call with different stylists all over the world, they will discuss the best option for the style guide.

The outcome of the call has to be put on the Amazon’s portal.

Cause of style guide change Two issues are noted which cause style guide change; ASIN missing style guide Style guide change Any changes that anybody wants to make in the style guide have to be approved by all the teams from different countries as it has to be followed all over. Even the DIS team has to grant approval for the changes as their works will also be affected with any style guide change. It has to be scalable for all the teams around the world. Eventually, the style guide owners have to approve after analysis the changes on in a broader perspective.

Any change in style guide affects the interests of the sellers. Thus, it is very important for the category team to approve any style guide change.

These changes can also be initiated the other way. When the sellers aren’t satisfied by the current images and reach out to the category team, eventually then the category team reaches out to the studio team requesting for a change, if possible. Sometimes even the DIS team can reach out to the studio team requesting a change in styling that makes their editing process easier. So, the request for style guide change can have different origins.

47

46

Many things are already in the process of change. But since the process of getting the changes approved is time consuming, it does not happen frequently.

Style guide comprises following global tenet The number of shots: Details of the tier and shot is provided on the basis of product.

The naming of images: As there is a specific name for each image so, the name of the image is given here, for example, MAIN, PT01, PT02, PT03, PT04, PT12 and so on.

Description: Description of the name of the images is mentioned here, for example, MAIN is mostly on the front.

Direction: Information of what kind of surface is needed to shoot a product, how many pixels should be there in an image after cropping, etc.

Apart from above details, information of rules related to style a product, placement of camera angle, placement angle of product on the surface, the rotation angle of the image is also provided in the Style Guide.

Categories of style guide There are over 100 category-specific Style Guide wiki pages available which are divided below into broad categories of product in style guide are as follows: Soft lines Special cases Consumables Hard line Amazon special offers

Soft lines It contains product like apparel, socks & hosiery, handbag, backpack & luggage, Zappos, shoes, eyewear, jewelry, watches and apparel accessories.

Special Cases This category contains products for energy efficient labels, Scale, hazmat labeling, editing wikis, and Quidsi.

Consumables It contains edible items like fresh (Category for food available for order), wine, HPC & grocery, personal care appliances, beauty/skincare, adult products.

Hardlines & Media Hardline category contains the item for baby, toy, sports, home textile, home hardware, home furniture, lawn & garden, kitchen–tableware, kitchen–appliances, consumer electronics, BISS, tools, automotive, books, music, DVD. Amazon Specific Offers Amazon basics, Kindle, private labels, gift cards, encore/Dominos books.

Product without style guide (PWSG) Through, the style guide is already made for all categories of products but there are products which are new in the studio from some categories and have not been shot before in any other studios, these kinds of products are known as Product without style guide (PWSG).

Categories of Product without style guide are as follows • • • • • • • • • • • • • • • • • • • • • • •

Automotive BISS Baby product Beauty Personal care appliances Drugstore BMVD (Book, Music, Video, DVD) Sports Toys Handbag Backpacks & Luggage Watch Home textile Kitchenware Kitchen appliances Home hardware Consumer electronics Grocery HPC Office Products Pantry Pet products Tools

49

48

AUTOMOTIVE Pproducts The style guide is to provide photographers with a direction on how to image automotive products. The focus for smaller items is on shooting those within an automated device like ODIS/AIS. Larger items will be photographed in a small table top. All Automotive products require a PT12 scale image.

Small items such as headlight, bulbs, connector, sparkplugs, Motorcycle Windshield, Catalytic Converter, Blower / Fan Motor, Standard Size Piston, Hitch Ball Mount Adapter, Brake Master Cylinder, Loaded Disc Brake Caliper, Air Conditioning Receiver Drier, etc. are shot in ODIS/AIS machine. Most of the automotive products are shot in ODIS/ AIS machine.

Product shot on ODIS/AIS machine Camera at 0 or 90 degree Bottle & container, Headlight/fog light/Tail light/Driving light, and Belts have three shots front, back and scale shot i.e., MAIN, PT01 and PT12. These products are shot at front and back or overhead.

Sparkplugs and Floor mat also have three shots front, detail shot and scale shot which is name as MAIN, PT01 and PT12. In case multiple products DIS icon is used.

Gasket/Piston sets are placed at 90 degree and shot on 0 degree and have only main shot. Gaskets sets/kit when product with depth is included then camera should be at 45 degrees to show depth. Orient the largest pieces vertically.

Camera rose for Container, Default, cylinder, Doughnut and Rod

showing the product.

Camera rose for product shot at 45/45 Brake pad/ Shoes set, Shock, Hydraulic Trunk Strut, Sensor Auto, Hose, Wiper, Grease Fitting Pump, Tie Rod, Door / Window Runner, Fuel Injection Module, Spark Plug Cables, Transmission Shift Cable, Fuel Cap Pressure Tester, Multi-Function Switch, Starter, Outer Tie Rod, Fuel Pump, Fuel Level Sensor Kit, Hand guard Kit, Remote Start Kit, Ring and Pinion Set, Lower Ball Joint, Thermostat Insert, etc. need two shots main and scale shot. Camera at 45 degree to show depth and product is placed at a 45 degree angle (45/45). These products are shot at Rod. Some automotive products like tools in the automotive guideline are aligned with BISS.

Product shot on Table Top Product such Nets & chains and Helmets are shot on table top. For these products three shots are needed main, detail shot should show the edge and accessories, and scale shot.

PWSG products of Automotive: Tire & Wheel Two Wheeler Combo (Set of rim with different design) ASIN No. - B06XP266NJ

Products like filter have two shots main and scale shot, shot at container.

Bulb and connectors have three shots front, back and scale shot. Door handle & lug nut have two shots main and scale shot and are shot at default.

Automotive product like Catalytic Converter, Motorcycle Windshield, Blower / Fan Motor, Standard Size Piston, Hitch Ball Mount Adapter, Brake Master Cylinder, Loaded Disc Brake Caliper, Air Conditioning Receiver Drier are shot at cylinder and need two shots main and scale shot.

Seal, Clutch assembly, fan and other doughnut like single products have three shots front, back and scale shot. Wheel bearing kit & assembly kit have two shots main and scale shot and are shot at Doughnut. Front and side view of tire is shot, main shot at Doughnut and PT01 shot at 0 or 90 degrees. Car wheel requires 1 to 4 Shots for clearly

MAIN Front of Product Camera Angle - 0°, Placement Angle - 45°, Rotation Angle - 0°

PT01 Back of Product Camera Angle - 0°, Placement Angle - 45°, Rotation Angle - 0°

Lights

50

51

LED Parking Light ASIN No. - B01MCRVFXJ

Miscellaneous Premium Exhaust ASIN No. - B06XBXPKHZ

MAIN 45° Camera Angle, 45° Placement Angle, 0° Rotation Angle

PT01 45° Camera Angle, 45° Placement Angle, 0° Rotation Angle

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

Auto Accessories and Appearance Enhancement MAIN 45° Camera Angle, 45° Placement Angle, 0° Rotation Angle

PT01 45° Camera Angle, 45° Placement Angle, 0° Rotation Angle

Neck Rest Pillow ASIN - B01M4HABQ3

Lights White Interior Light for All Cars ASIN No. - B01M3O6MF0 MAIN 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT01 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

Auto Accessories and Appearance Enhancement Heavy Metal Jaguar with Stand ASIN - B016S1DD9O

MAIN 45° Camera Angle, 45° Placement Angle, 0° Rotation Angle

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

MAIN 45° Camera Angle, 45° Placement Angle, 0° Rotation Angle

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

53

52

Cleaning Equipment Microfiber Cleaning Hand Gloves ASIN No. - B01M22U34T

MAIN 0° Camera Angle, 30° Placement Angle, 0° Rotation Angle

PT01 45° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

MAIN 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

MAIN 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT01 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

MAIN 45° Camera Angle, 0° Placement Angle, 0° Rotation Angle MAIN 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT01 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

55

54

BISS Pproducts (Business, Industrial, Scientific supply) BISS is a widest category of products. Tools, small automotive products, Office stationery products, Industrial use products, and products use for scientific use are come under BISS category.

Detailed Product categories falls in BISS are as follows MAIN 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

Miscellaneous Blind Spot Mirror ASIN No. - B01MDKKYK2

Abrasive & Finishing Products Collets, Dressing tool, Mandrels, wheel adapter and flanges, Abrasive belt, Abrasive brushes, Abrasive mounted points, Abrasive wheels and disc, Flap wheels, Sanding disc, Sanding disc baking pads, Buffing and polishing accessories, Finishing compound and tumbling Media, Laps & Hones, Hand files, Manual sanding products, Sanding sheet, Sand blasters and Sharpening stones.

Additive Manufacturing Products 3D printer parts, accessories, material and spool.

Cutting Tools

MAIN 45° Camera Angle to show the depth, 0° Placement Angle, 0° Rotation Angle

PT01 0° or 90° Camera Angle, Parallel to camera Placement Angle, 0° Rotation Angle

PT02 0° or 90° Camera Angle, Parallel to camera Placement Angle, 0° Rotation Angle

Boring bars, Brazed tool, Broaches, Counter bores, Counter sinks, Cutting burs, Cutting tool coolants, Cutting tool holder, Debarring cutter, Drill adapters, Fixturing clamps, Hole cutters, Hole saws, Index able insert holder, Index able inserts, Industrial drill bits, Live centers, Milling tools, Punches, Arch, Reamers, Router bits, Shell reamer arbors, Slotting cutters, Threading dies.

Fasteners Anchors, Nuts, Pins, Retaining rings, Rivets, Screw & bolts, Spacers & Standoffs, Threaded insert, Threaded rods and studs and Washers.

Filtration Compressed air treatment, Combo filters, Pneumatic Mufflers, Industrial process filtration, Lab filters, Strainers and Water purification.

Food Service Equipment & Supplies MAIN 45° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

Concession and vending equipment, Display, Signage, Disposables, Straws, Decorative napkins, Food & dish transport, Menu & check displayers, Restaurant furniture, Shelves & racks, Worktable and workstation.

57

56

Hydraulics, Pneumatics & Plumbing

Packaging & Shipping Supplies

Cylinder & accessories, Fittings, Flow meters, Flow switches, Hose Nozzles, Hoses, Pipes, Protective caps, Pumps, Push-in-plugs, seal & 0 rings, Tubing and Valves.

Barcode scanner, Bubble wrap/pack, Dispensers, Corrugated boxes and corrugated pads.

Industrial Electrical

Power Transmission Products

Circuit production products, Controller and indicators, Lightning component, Optoelectronic products, Passive components, Semiconductor products, Sensors, Wiring and connectors.

Bearings, Belts, chains, Control cables, Coupling, Collars & Universal joiner, Enclosures & cases, Gear stock & pinion wire, Gearboxes, Gear heads & Speed reducers, Gears, Linier motion products, Lubricants & oils, Pulleys, Roller chain sprockets, Shafting, Shock & vibration control and Springs.

Industrial Hardware Brackets, Catches, Chains, Drawer slides, Grommets, Handles and pulls, Hinges, Hooks, Knobs and hand wheel, Latches and Snaps.

Industrial Power & Hand Tools Industrial hand tools, Industrial power tool, Soldering, Brazing, Welding and heating,

Janitorial & Sanitation Supplies Cleaning chemical, Cleaning tool, Floor care, Odor & drain maintainer, Paper products, Personal care products, Restroom fixtures, Waste receptacles & liners.

Lab & Scientific Products Glass & Lab ware, Lab chemicals, Lab furniture, Lab instrument & equipment, Lab supplies and consumables, Life science and microbiology supplies.

Material Handling Products Cable ties, Casters, Coil chains, Dollies, Drum handling equipment, Hand tucks, HVAC Equipment, Hydraulic lifting cylinder, Hydraulic lifting pumps, Industrial magnets, Jacks, Lift tables, Loading dock plates, Loading dock wheels and chocks, Machine tools safety accessories, Material lifts, Pallet strappers, Pallet trucks, Pallets, Panel carriers, Platform trucks, Pulling & lifting, Roller stands, Securing strap, Service cart and Wheels.

Occupational Health & Safety Products Emergency response equipment, Facility safety products, Hazardous material handling, Lockout and tag out products, Personal protective equipment, Safety signs and signals and Safety trainings.

Professional Healthcare Apparel/wearable, Capital equipment, Furniture/Durable equipment, Small tools, Headpiece instrument and Paper/flats.

Raw Materials Carbon & Graphite, Ceramics & Glass, Fabric, Fibers & Textile, Industrial wire, Laminates and composites, Metals & alloys, Plastics, Rubber, Sim and Shim stocks.

Science Education Anatomical models, Charts & posters, Early learning classroom supplies, Fossils, Insects & Insect kit, Magnets, Measurement kits, Microscope sample slide, Model animal, Optics, Scientific gifts, Specimens and Scientific model.

Tapes, Adhesives & Sealants Acrylic adhesive, Adhesive accelerators, Adhesive dispensers, Adhesive dots, Adhesive primer, Adhesive tape, Aerosol Adhesive, Caulk, Contact cements, Cyanoacrylate Adhesive, Epoxy Adhesive, Hot melt Adhesive, Industrial Lubricant, Industrial sealants, Polyvinyl acetate adhesive, Retaining compounds and Silicone Adhesive.

Test, Measure & Inspect Airflow & air quality, Calibration, Dimensional measurements, Electrical testing, Humidity & moisture, Inspection and analysis, Light measurement, Motion, speed & force, Network & cable testers, Pressure and temperature, Recorder & Data acquisition, Scales & balances, Sound measurements, Surface and hardness testing, Water quality and Instrumentation.

59

58

PWSG products of BISS:

Desoldering Station

Soft Water Resistant Earplugs

ASIN - B01KMCL3MO

ASIN - X000KE5TYL

MAIN Front of Product 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT01 Back of Product 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT02 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

Function Generator

PT01

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

PT02

Drill Bit set (shot according to tool SG)

ASIN - B01KMCKBI6

MAIN 45° Camera Angle, 45° Placement Angle, 0° Rotation Angle

MAIN 45° Camera Angle, 45° Placement Angle, 0° Rotation Angle

ASIN - B01LTIB6TU

PT01 Detail shot 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

MAIN. 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT01

PT02

PT03

PT04

61

60

Chemical Resistant Glove – Option1 ASIN - X000KE5TYV

Cable Ties ASIN - B01H5H7QNY

MAIN 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

MAIN Front of Product 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT01 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT01 Back of Product 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

Chemical Resistant Glove – Option 2

Soldering Iron

Brushless Motor

ASIN No. - B00IXEZ5VO

ASIN No. - B01BJWVF24

MAIN 90° Camera Angle, 0° Placement Angle, 0° Rotation Angle

.MAIN

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

.PT01 Showing extra features

MAIN 45° Camera Angle, 45° Placement Angle, 0° Rotation Angle

63

62

BABY Pproducts Small products are shot in ODIS/AIS such as small Nipples, Solid feeding, Straw & sippy cup cleaning tool, Gift cards, Piggy banks, etc. have two shots screening main and scale shot. Products like Care safety, Wipes lying flat, Teethers, Pacifiers, Small accessories, Sippy cups, Infant/child skin care, Tissue paper, etc. for which three shot is needed MAIN, PT01, and PT12.

Baby Oral Hygiene Set ASIN - 4710962401147

Small cylinder bottles, Laying boxes, Bib single, Stroller accessories, Bath toys, Development toys in case of flat toys shot on four variant, MAIN, PT01, PT02 and PT12.

Products like Monitor, Bibs & Burp clothes, Bib set, Wipe Box, Bottles, Sleep toys & aid and Photo frame which have details need five shots i.e. MAIN, PT01, PT02, PT03 and PT12.

Big products are shot on table top. Examples of such products are Bathing accessories and Pillows have only two shots main and scale shot, Character Towels, Car storage, Booster seat, Reflective object, High chair & boosters, Fitted swaddles/Swaddle blanket, Crib bedding sets, Toddler bedding set, Single fitted sheet/Mattress pad, Baby décor, etc. these kinds of products have three shots. Baby pillow and Dinning sets, Wall decals, Cloth diaper, Gifts like keepsakes and Photo album have four shots. Product like Bathing tubs, Carriers, Medical supplies & equipment, Lamps and Brest feeding have five shots. Enormous products like Car seat have six shots i.e. MAIN, PT01, PT02, PT03, PT04 and PT12.

MAIN 0° Camera Angle, 12° Placement Angle, 0° Rotation Angle

PT01 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT02 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT03 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

PWSG products of Baby Products: Pillow ASIN - B00K1AQEEA

Baby Disposable Mats ASIN - X000M1SECL

MAIN 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

SWCH

MAIN 15° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT01 45° Camera Angle, 45° Placement Angle, 0° Rotation Angle

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

65

64

BEAUTY Pproducts Cropping is done aggressively around the product, allowing a consistent amount of extra room on the bottom edge for reflections added in Retouch. The naming for boxes and an actual product are different. The sides of a box are named FRNT, BACK, LEFT, RGHT, TOPP, and BOTT; and the alternate sides of an actual product are named PT’s.

If any product include a cap or lid in the MAIN image, then PT01 is required only when the back image of the product provides valuable information to the customer. In addition to the standard variant requirements, a .DTLS variant is required that showcases how many units are included in the pack size. In case if imaging a kit, all parts of a kit should imagine together and when not possible, SOPs should followed. PT12 image is shot with the scale marker styled according to product type.

Normally, three shots are required for beauty products i.e. MAIN, IN01 and SWCH which stand for swatch. When an ASIN has three or more products then there is no need to create a SWCH or IN01 for each individual product. Products that come in blister packaging must be photographed as packaged before removing to shoot the product itself.

All beauty products are shot on table top.

PWSG products of Beauty Products:

Gillette Flexball Pro Glide Gift Pack ASIN - B01MS8CIDY

MAIN

PT01

PT02

PT03

PT04

PT05

PT12 Scale shot (currently archive for future use)

1. Product shot at 0 degree camera angle Skin, Hair and Body care which include Eye treatment, Face treatment, Night & Day and Anti-Aging creams; Standard Bars and Multiple Boxed Soap Packs; Bottles, Pumps, Tubes like Shampoo & Conditioner, Lotion, Cleansers, Sunless Tanning; Perfumes, Home scents & candles, Hair brushes have five shots, MAIN, FRNT, BACK, LEFT or RGHT and PT12. Skin care kits which include combos, dual-packs, and complete sets of facial care products have seven shots. Razors, Cosmetic bags and cases have six shots showing variants like MAIN, PT01, PT02, PT03, PT04, and PT12.

Skin Tightening Facial Kit Free 1 ASIN - B006LXBNNI

2. Product shot at 0 or 90 degree camera angle 0-degree or 90-degree camera angle depends if product can stand on-end alone. A product like standard tool which comes into blister packaging requires this shot.

MAIN 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

BACK 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

67

66

Eyeshadow with Blush and Contour Palette ASIN - 9316542138325

Complexion Perfection Foundation Sponge ASIN - B06XSX2SLZ

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

MAIN 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

MAIN 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

Eyeshadow Palette, Rosebud ASIN - 9316542138332

Pack of 3 Doy Assorted Pack Soaps ASIN - B06W9JBQ8T

PT01

MAIN

PT02

MAIN 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT03

PT12 (currently archive for future use)

Pt01 90° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

69

68

Wax Heater

PERSONAL CARE APPLIANCES

ASIN - X000KCUZ0V

It includes electronic styling appliances such as hair straightener, hair dryer, hair styling tool, etc. Personal care appliances mostly have four shots. Hair straighter or any other appliances which fall into the category of rod are style at 45/45 angle, other appliances like hair dryers are style in a specific angle to show its details as much as possible for MAIN shot. Other three shots include PT01 for showing feature which are not shown in the MAIN shot, PT03 for extra accessories other than the product which is shown in MAIN shot and PT12 is scale shot.

PWSG products of Personal Care appliances: MAIN 45° Camera Angle, 45° Placement Angle, 0° Rotation Angle

Massager

PT01 45° Camera Angle, 45° Placement Angle, 0° Rotation Angle

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

ASIN - 8906055210239

Digital Thermometer ASIN - X000OUC2GJ

MAIN 45° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT01 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT02 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

MAIN 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

Blood Pressure Monitor ASIN - B01N07PZBU

PT01 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT02 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

Sleep Mask ASIN - B071F3N1NS

MAIN 45° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT01 45° Camera Angle, 45° Placement Angle, 0° Rotation Angle

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

MAIN

PT01

71

70

DRUGSTORE

Walking Stick/Crutch ASIN - B00SJ8MJ40

This category includes relaxation products like fountains, sound & aromatherapy, massagers, etc. Personal care and hygiene goods like oral care, razors, deodorant, cotton swabs, etc. Electronic appliances like blood pressure measuring machine, etc. Miscellaneous medicals like supports, first aid, heating/cooling pads, etc. and adult products.

Imaging overview includes MAIN shot that is for front of product, in or out of packaging depending on product type. PT01 & PT02 shot includes image additional information if present. FACT shot for any kind of facts that is there on packaging. INGR shot is for showing ingredient of the product. PT12 shot is scale shot of the product.

PWSG products of Drugstore: Wrist Support

MAIN. 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

ASIN - B00JVKHT8G

PT01 23° Camera Angle, 45° Placement Angle, 0° Rotation Angle

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

Tynor Cervical Collar Soft Support ASIN - 8903424015068

MAIN. Product with strap

PT01 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT02 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT03 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

Supplements – Jar /bottle ASIN - B00DRH75YW

MAIN. 45° Camera Angle, 45° Placement Angle, 0° Rotation Angle

Fact

INGR

PT01 Back of Product 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

PT01 45° Camera Angle, 45° Placement Angle, 0° Rotation Angle

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

73

72

BMVD (Book, Music, Video and DVD) Foot Care Cream ASIN - B001VHENNQ

BMVD product includes books, music, video and DVDs only. Generally four shots are taken for this category MAIN, BACK, PTxx, and PT12. In general products of the BMVD category are photographed using AIS/ODIS device. The MAIN and the BACK is a 100% front/back cover image of the product. The PT12 is a front cover image with scale marker.

PWSG products of BMVD:

MAIN 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

FRONT

BACK

Universal Traction Pulley Bracket ASIN - B01CEIOMC2

PT01

Fiction Pack ASIN - 9782017041726

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

Fiction Pack ASIN - 9782017041726

MAIN. 45° Camera Angle, 45° Placement Angle, 0° Rotation Angle

MAIN

PT01

MAIN

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

PT01

PT12 Scale shot (currently archive for future use)

75

74

SPORTS In style guide sports category have two sub categories outdoors and sporting goods. In outdoor category it includes products like Hunting & Fishing, Running & Nordic Walking, Cycling, Golf, Camping & Hiking, Winter Sports, Water Sports, Climbing, Horseback Riding & Farming, Motorsports, Archery & Armed Sports, Wearable, Accessories, Skateboards, Skating, Inline Skating, Ice Skating, Team Sports, etc. In sporting goods products like Exercise & Fitness, Water Sports, Tennis, Squash, Martial Arts & Boxing, Scooters, Yoga, Archery & Armed Sports, Fun Sports, Wearable, Game room & Leisure, Sports Medicine, Accessories, etc. are included.

Combo Badminton Racquet ASIN - 8406610025099

Small products like ball, gloves, Halter, etc. requires one or two shots depending upon the details of the product. Some products have four or six variants also depending on type of products.

PWSG products of Sports:

MAIN 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

Table Tennis Racquet

PT01 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT02 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

ASIN - B009Y7CT2C

Plastic Cricket Set ASIN - B00PLRZYNK

MAIN

PT01

PT02

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

Shoe Skates ASIN - B00PH5YD6K

MAIN

MAIN

PT01

PT02

PT03

PT01

PT02

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

77

76

TOYS There are many sub categories of toys that are Construction toys, Arts & Crafts, Games, Board Puzzles, Infant - Preschool Toys, Learning and Exploration, Vehicles, Plush, Outdoor & Sports Toys, Action Figures, Party Supplies & Costumes and Dolls.

Five to nine tires of images are shot for toys depending on complexities of toy. Board games have minimum of five tires of images and complex toys like remote control vehicles have maximum of nine shots.

Inflatable Bean Bag ASIN - B01N3QMG6T

PWSG products of Toys: Creative Educational Aids ASIN - 8901870000218

MAIN 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

MAIN 45° Camera Angle, 45° Placement Angle, 0° Rotation Angle

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

Activity Table ASIN - B01MPWVFJ4 MAIN Front of box faces right

PT01 Back of box faces right

PT02 45° Camera Angle, 45° Placement Angle, 0° Rotation Angle

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

Plane ASIN - 8906068860346

MAIN 45° Camera Angle, 45° Placement Angle, 0° Rotation Angle

PT01 45° Camera Angle, 45° Placement Angle, 0° Rotation Angle

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

79

78

HANDBAG Handbag comes under moderate category and it is very vast category. There are many sub categories of handbags in style guide which are bags with shoulder strap under 9 inches, bags with single shoulder strap 9 inches or longer, multiple strap bags, bags with chain handles, double handle tote handbags, bags with extra products, reversible bags, expandable bags, fold-over bags with a handle or strap, fold over flap cross body without handles, fold over clutch without handles, fashion backpacks, fashion sling backpacks, convertible backpacks, clutch without a strap, clutch with a strap, baby bags, cosmetic bags, re-usable shopping bags, handbags with a purse hook, handbags with interchangeable pieces, healthy back bags, weekender/travel bags, travel laundry bags, leather kit, handbag set, wristlets, cell phone cases, lunch bags, coin purses, small goods / card cases, wallets, laptop bags, i-pad sleeves and cases, girl’s handbags and jewelry bags.

For handbag four to seven tier per shots is needed and images are named as MAIN, PT01, PT02, PT03, PT04, PT05, PT09. MAIN shot is the front of the bag.

• MAIN variant always imaged according to the product description, for example when the product says it comes with 2 bags, both need to be shown in the .MAIN, • PT01 shot is a 30 degree angle of the back of the bag with the left side of the back of the bag closest to the camera.

• PT02 is a side shot of the bag, front of the bag facing right.

• PT03 is a bottom shot of the bag shot parallel to the camera.

• PT04 is an overhead shot angled at 75 degrees of the inside of the bag • PT05 is a shot to show an extra feature or add-on item, and • PT09 is the scale shot.

All images are shot on the milky white acrylic to produce a reflection then DIS team always retains the reflection in re-touch. Any Additional shots of ways to wear the bag will be shot at the MAIN angle. It is mandatory that all variants are 1000 pixels or greater on the longest side after crop. This is to ensure that the image is compatible with the Rich Media Format zoom function.

1. Rules to keep in mind for strap and scale A ‘shoulder’ bag is shot on the shoulder. A ‘cross body’ bag is shot crossing the scale.

A bag that has a strap that measures less than 7 inches is considered an ‘elbow’ bag and is shot at the elbow crease of the scale. Lighting for the scale form itself and the background do not need to be optimal, styling and lighting of the bag have the greatest effect on the final image.

The following bags do not get a scale shot • Jewelry Bags • Cosmetic Bags • Men’s Wallets • Men’s Shaving • Travel Laundry Bags • Women’s Wallets • Laptop and ipad Sleeves and Cases

2. Rules to keep in mind for strap For MAIN shots straps are removed only for clutches. Handbags with straps that are nine inches or longer, style as straps down and behind nicely the left side of the bag.

The strap is removed for all other shots except for the PT09 which will feature the longer strap. Handbags with straps that are less than 9 inches are hung for the .MAIN, PT01, PT02, and PT09 images. Strap is rounded at the top and hangs both front and back, straps should not come to a point.

3. Rules to keep in mind for buckles For PT09 Scale image, if the strap is attached, then buckle is placed on the left side of the bag, halfway between the apexes of the strap where the strap connects to the bag.

If the strap is removable, then also buckle should be placed on the left side of the bag, but should be hidden in the MAIN to achieve a more fluid curve on the strap styling.

4. Rules to Keep in Mind for Fringe For bags with fringes strap goes over the fringe. Fringes are drape nicely so that the strap isn’t pulling on the fringe. Fringe should sit naturally on the table and it should brushed forward and make sure that the fringe on the far left and right side is not widening the crop. If handbag has a longer strap, it is style straps down and behind nicely the left side of the bag.

5. Rules for Chain Straps Chains should be nicely draped in front of the bag, leaving 2.5 inches of the chain to lie on the table top. The chain then gently tuck behind the bag for MAIN shot.

6. Rules to Keep in Mind for Key Fobs and Tassels Key fobs, tassels, or any other removable embellishment should be placed on the right

81

80

side of the handbag. Removable tassel, ID tag, etc. of the handbag is placed on the left side of the bag. If any removable article is placed on the right side then it should be removed and put at the left side of the bag and re-attach on the right side after shoot.

If the article comes on the right, and is not removable it is to remain on the right. If the article comes on the left and is not removable, it is to remain on the left. If the handbag has a longer strap, style straps down and behind, nicely to the left side of the bag.

Canvas Women's Combo Tote Bag ASIN - X000K4P27P

7. Rules to Keep in Mind for Inside Shots All bags Inside of bags should be clean, steamed and have plastic or paper hardware covers removed. Inside pockets should stay closed unless there is a detail to show. The entire bag must show in the .PT04 and right and left sides of the bag should be symmetrical.

Short handles Handles/flaps should go down if they can lie flat against the bag, showing no white space. If the handles cannot lay flat against the bag, they will stay up. The front handle should line up with the front of the bag, showing no white space. If the front handle/ strap cannot align with the front of the bag, it can cover some of the interior.

Any major interior details should not be covered. Front and back handles should be parallel. The apex of the handles should align with the centre of the handbag.

Long straps

MAIN Variation of Product 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT01 Back of the Product 30 degree away from the light

PT02 Side view

PT03 Bottom view

PT04

PT12 Scale shot Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

Travel Organizer ASIN - B01B7MSGY6

Long straps go down and lie flat against the sides of the bag. The strap excess should be hidden underneath the bag.

PWSG products of Handbag:

Men's Wallet And Perfume Combo ASIN - X000KMR8GF

MAIN Front of the Product 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle MAIN

PT01

PT02

PT03

PT01 Back of the Product 30 degree away from the light

PT04

83

82

BACKPACKS & LUGGAGE Backpack & Luggage are divided into three sub categories i.e. Luggage, Athletic bag, Backpacks/Hip bags.

Briefcase ASIN - 8901836010640

Luggages have five or more than five number of shots. MAIN, PT01, PT02, PT03, PT04, PT09 is always for scale. The MAIN shot is a 30 degree angle image of the luggage piece and handle/should be extended up to 6 inches. The PT01 shot is a 50 degree angle of the back of the luggage piece with the left side of the back of the bag closest to the camera. The handle should be extended all the way up. The PT02 shot is an image of the side of the bag, front of the luggage piece facing right. The PT03 is luggage piece laid down angled to the bottom left approx. 50 degrees. The PT04 is an open shot with the lid of the bag lifted up and the case angled to the lower right at approx. 30 degrees.

The PT09 is the scale image.

Men’s and Unisex luggage should be featured on the Men’s scale. Female/feminine luggage should be featured on the Women’s scale. Boys and Unisex Kids luggage should be featured on the Boys scale. Girl’s luggage should be featured on the Girls scale. The PT09 for Luggage should be shot on White Plexi. Reflection will be retained for all scale shots.

For athletic bag four shots is required. The MAIN variant will be imaged according to the product description. For Example when the product says it comes with 2 bags, and then both need to be shown in the MAIN. Athletic bag could be identifies by typically made of canvas or nylon, usually a very casual/durable look.

For backpacks/Hip bags also four shots required. The straps on backpacks should be adjusted to where the MAIN is showcasing 3 inches of the straps from the top of the bag to the top of the arch/curve of the straps. The MAIN variant will be imaged according to the product description.

MAIN Front of Product 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT01 Back of Product 0° Camera Angle, 45° Placement Angle, 0° Rotation Angle

PT02 Side view 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT03 Bottom left 45° Camera Angle, 45° Placement Angle, 0° Rotation Angle

PT04 Open view 45° Camera Angle, 45° Placement Angle, 0° Rotation Angle

Packing Organizer ASIN - LPNCZ002241916

PWSG products of Backpack and Luggage: Travel Pillow and eye mask ASIN - 4750826043229 MAIN Front of Product 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

MAIN 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT01 0° Camera Angle, 10° Placement Angle, 0° Rotation Angle

PT04 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT01 Back of Product 15° Camera Angle, 45° Placement Angle, 0° Rotation Angle

PT02 Side view 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT04 Open view 90° Camera Angle, 0° Placement Angle, 0° Rotation Angle

85

84

WATCH

HOME TEXTILE

Watches have five numbers of shots MAIN, PT01, PT02, PT05 and PT08. MAIN is for front of the watch at 0° Camera Angle, 0° Placement Angle and 0° Rotation Angle. PT01 is for back of the watch showing strap at 45° Camera Angle, 0° Placement Angle and 0° Rotation Angle. PT02 is side shot of the watch showing dial at 0° Camera Angle, 0° Placement Angle and 0° Rotation Angle. PT05 is always a scale shot and PT09 shot is for showing box of the watch.

Backrest Support Cushion ASIN - X000NTLXG1 Classification – Home

The ideal time setting for analog watches is 10:10 with the second hand set at 25.

However, the acceptable range is between 10:08 and 10:12 and for the second hand between 25 and 35 seconds.

PWSG products of WATCH: MAIN 45° Camera Angle, 45° Placement Angle, 0° Rotation Angle

PT01 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT02 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT03 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT12 Scale Shot (currently archive for future use)

White Dial Unisex Watch ASIN - 8907258527247

Packing cubes ASIN - B01MS1370H

MAIN 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT01 45° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT02 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT05 Scale shot

PT08 45° Camera Angle, 45° Placement Angle, 0° Rotation Angle

MAIN 45° Camera Angle, 45° Placement Angle, 0° Rotation Angle

PT01 45° Camera Angle, 45° Placement Angle, 0° Rotation Angle

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

87

86

KITCHENWARE Sipper Bottle ASIN - B06XPJJYHW

China Dinner Set ASIN - B01LY9AXWX

MAIN 45° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT01

PT02

PT03

PT04

MAIN 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

Lunch Box Set

Handmade Copper Jug Set

ASIN - B01E8JXISO

ASIN - B06XK9YN8S

MAIN 45° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT01 45° Camera Angle, 45° Placement Angle, 0° Rotation Angle

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

MAIN 23° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT01 DTLS 45° Camera Angle, 45° Placement Angle, 0° Rotation Angle

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

PT12

89

88

KITCHEN APPLIANCES Air Purifier ASIN - B01G213D0Y

Gas stove Table, 4 Burner Black ASIN – 8901365402732

MAIN 45° Camera Angle, 23° Placement Angle, 0° Rotation Angle

PT01 DTLS

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

MAIN. 23° Camera Angle, 45° Placement Angle, 0° Rotation Angle

Pop-up Toaster

Water Heater

ASIN – B01N1X0QOM

ASIN - X000G5XDR9

MAIN 45° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT01

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

MAIN

PT02 Details

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

PT01 Details

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

91

90

HOME HARDWARE

GROCERY Bikano 5 in One Combo ASIN - B06XRY3ZMG

Bathroom Set ASIN - B01NBJDM6D

MAIN 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

FACT

INGR MAIN 45° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT01

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

HPC Basket Adult Product ASIN - B01LJDFPJC

ASIN - B01N1RFZ7P

MAIN 45° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

MAIN. 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT01 Details

PT12 Scale shot (currently archive for future use)

93

92

OFFICE PRODUCTS Kitchen Mate Tray ASIN - 8906040303809

Pen combos ASIN - 8901198423881

MAIN 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT01 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT02 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

PANTRY

MAIN 45° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT01 90° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT02 45° Camera Angle, 45° Placement Angle, 0° Rotation Angle

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

Scotch-Brite Kitchen Scrub Cloth ASIN - 8901361305785

Cleaner ASIN - 5053249209876

MAIN 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

MAIN Front of Product 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT01 Back of Product 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

PT01 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

SWCH

95

94

PET PRODUCTS Hand Wash Pouch ASIN - B06XKB2T3K

DOG HARNESS ASIN No. - X00096LODZ

MAIN Front of Product 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT01 Back of Product 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

Dish Washing Liquid with Free Pril ASIN - B01L1FFG2E

MAIN Product angled at 30 degrees. The front of the harness is on the right side and angled towards the camera

DOG JACKETS (reversible) ASIN No. - X000B203J3

MAIN Jackets are stuffed to take its natural shape. The front of the jacket towards the left.

MAIN Front of Product 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT01 Front of the harness on the right. Make sure the return of the straps are not showing.

PT01 Back of Product 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

PT12 Product at 0 degree angle facing the camera straight, imaged with marker according to SOP.

PT02 Inside shot of the jacket laid out flat.

PT01 Top shot of the jacket.

PT03 Reverse inside shot of the jacket laid out flat. This is applicable only for reversible jackets.

97

96

TOOLS PET FOOD (transparent plastic cover) ASIN No. - X000N9BOJ7

Long Nose Plier ASIN - B00P66NZAK

MAIN

INGR

PT12 MAIN. 0° Camera Angle, 0° Placement Angle, 0° Rotation Angle

Powder ASIN No. - X000MI0QBB

MAIN

PT01 Extra sides with information

PT12

PT12 Scale shot (currently archive for future use)

99

98

• •

2:00pm to 4:00 pm: Backpacks & Luggage: Same exercise as mentioned above.

4:00 pm to 6:00 pm: Practice on the bay

DAY 2

STYLIST TRAINING MODULE

• • •

9am to 11am: Shoes: Same exercise as mentioned above.

11:30 to 1:30 Apparel Accessories: Same exercise as mentioned above.

2:00 pm to 6:00 pm: Practice on the bay

Contribution The training and ramp up of stylists joining the studio is currently unstructured and practice an on the job training. Stylist need to make this more formal as they plan to move to a more freelancers based workforce. Therefore, Amazon are creating a Stylist Training Module which will help the freelancer’s ramp up effectively. This training would be for 2 days consecutively for feelancers and consist of a two part module.

Part 1 - Introduction to the Studio process • • •

Life of an ASIN inside the studio Photo-path process & usage Studio’s Best practices

Part 2 - Knowledge Share of table top categories Every stylist will be trained of 4 categories during two days of training; Handbags, Backpacks & Luggage, Shoes and Apparel Accessories. The reading materials for all 4 categories for training will be shared like Style Guide, Answers and SOPs. At the end of each reading, the stylist will be given an online test to perform to test his/her grasp of the reading.

Training Timelines DAY 1 • • •

My contribution to this project is to create a training questionnaire which will be use to quiz the stylists.

The test should be of 30 minutes and included images from the Style Guide and from the Answers.

The questionnaire needs to be created for following categories: • Handbags, • Backpacks & Luggage, • Shoes • Apparel Accessories

QUESTIONNNAITE FOR HANDBAG 1. Handbag is a moderate table top category. What is the right way to style the strap of a handbag in MAIN shot?

1. Handbag is a moderate table top category. What is the right way to style the a).strap A of a handbag in MAIN shot? e). A& C a). A

e). A& C

b). B

f). A & B

c). C

g). All of them

d). D

h). None of them

b). B

f). A & B

c). C

g). All of them

d). D

h). None of them

9am to 11am: Introduction to Studio Process 11:15am to 11:30am: Introduction of Style guide, Answers & SOP. 11:30am to 1:30am: Handbags: The stylist is given time to read and understand the Style Guide/Answers/SOP. After finishing reading up on the category he/she will take the online test to check his/her understanding of the category.

AA

BB

C

C

D

D

4. Preppers Preppers have have done done prepping prepping of ofthe thebags bagsgiven givenbelow, below,do doyou youfind findany any 4. inaccuracy in prepping? inaccuracy in prepping?

100

YES YES

101

NO NO

If yes, yes, then then which which bag bag needs needs prepping preppingagain? again?

If 2. Zippers have specific styling method for each variants. What is the right way to style zipper tabs for PT04 variant? a). A

2. Zippers have specific styling method for each variants. What is the right way to style zipper tabs for PT04 variant?

b). B

a). A

d).D D d). e).A A &&C C e). f).C C&&BB f).

a). A A a). b). B B b). c).

C c). C

b). B

c). C

c). C

d). D

d). D

A

B

A

C

B

A

D

C

D

a). A a). A

a). Left bottom

b). B b). B

b). Middle of the bag

c). Both A and B c). Both A and B

a). Left bottom b). Middle of the bag

A

B

A

A

B

B

B

4. Preppers have done prepping of the bags given below, do you find any inaccuracy in prepping?

NO

If yes, then which bag needs prepping again? a). A b). B c). C

DD

d). None of them d). None of them

A

YES

CC

5. Stuffing is needed in every bag for shoot. Which bag is the correct example for 5. Stuffing is needed in every for shoot.

Which bag is the correct example for stuffing of slim pockets andbag computer compartments. stuffing of slim pockets and computer compartments.

3. In case of double zipper, where zipper should be placed?

3. In case of double zipper, where zipper should be placed?

BB

d). D e). A & C f). C & B

6. When stuffing a bag, which side to look to make sure that the bag is not overstuffed or under stuffed? a). A & B b). B & C c). A & C d). Only C

102

overstuffed or under stuffed?

the bag is removable, on which side of the bag it should be placed?

a). A & B b). B & C c). A & C d). Only C

a). Left

103

b). Right

A A

B

B

C

7. In some cases front and back of the bag is similar, how will you differentiate front of the bag from the back?

9. If belted buckle of a bag is adjustable then in which hole it should be placed from the end of the strap? a). 1st hole

a). Through looking at key Fobs

b). 2nd hole

b). Through looking at zipper pocket inside the bag

c). 3rd hole

c). Through looking at side view of the bag

d). 4th hole

d). Through looking at bottom of the bag

A

B

C

D

8. In some handbags, tags/tassels/fobs/key chains are removable. If hand tag of the bag is removable, on which side of the bag it should be placed? a). Left b). Right

10. The buckle slide of removable strap goes on which side of the bag? a). Left b). Right

MAIN shot?

10. The buckle slide of removable strap goes on which side of the bag?

a). 1.5 inches

104a). Left

105

b). 2 inches

b). Right

c). 2.5 inches d). 3 inches

A

B

13. Normally, handbag images are organized as MAIN, PT01, PT02, PT03, PT04, PT09.

What is the correct sequence of handbag from the images given below: 13. Normally, handbag images are organized as MAIN, PT01, PT02, PT03, PT04, PT09.

What is the correct sequence of handbag from the images given below:

11.What Whatisisthe theright right way style Drawstrings?

11. way to to style Drawstrings?

a). A, B, D, C, E, F

a).AA a).

a). A, B, D, C, E, F

b). B, C, D, E, F, A

b). b).BB

b). B, C, D, E, F, A

c). B, D, C, F, E, A

c). c).C C

c). B, D, C, F, E, A

d). B, A, C, D, E, F

d). B, A, C, D, E, F

A

B

A

A A

C

B

b). 2 inches c). 2.5 inches d). 3 inches

C C

DD

E

E

F

F

C

12. There is a styling tool which helps in styling of the strap in specific measurement for each variant. What is the measurement for styling the strap of a handbag in MAIN shot? a). 1.5 inches

BB

14. PT09 is the scale shot and some bags do not get PT09 shot. From the following products which product do not get a scale shot? a). Cosmetic bag, Women’s wallet and Men’s wallet b). Travel laundry bag and Jewelry bag c). Laptop & iPod sleeve d). All bags

products which product do not get a scale shot?

106

a). Cosmetic bag, Women’s wallet and Men’s wallet

16. In case of leather bag, steaming preferably done only from:

b). Travel laundry bag and Jewelry bag

a). Outside of the bag

c). Both side of the bag

b). Inside of the bag

d). Steaming not needed in leather bag

c). Laptop & iPod sleeve d). All bags

Travel laundry Bag

Cosmetic Bag

Women’s wallet

Jewelry Bag

Men’s wallet

Laptop & iPod sleeve

A

15. Cross body bags get PT09 shot i.e. scale shot. On which shoulder, men’s cross body bags should be placed? a). Left b). Right

A

107

B

17. Expandable bags needs to prep in its: a). Expandable form

c). In both form

b). Indispensable form

d). Expandable bag do not need prepping

B

A

B

16. In case of leather bag, steaming preferably done only from:

18. In case of luggage bag set, at what distance from floor and hand, luggage bag should placed in scale shot to align with men’s hand?

a). Outside of the bag

c). Both side of the bag

a). 5” and 10”

b). Inside of the bag

d). Steaming not needed in leather bag

b). 4” and 36” c). 6” and 48” d). 4” and 8”

108

n case of luggage bag set, at what distance from floor and hand, luggage bag uld placed in scale shot to align with men’s hand?

a). A

c). C

b). B

d). D

109

5” and 10”

4” and 36”

6” and 48”

4” and 8”

B

A

C

D

21. Which is the correct shot for PT05? a). A

19. Which of the following image is correct example for styling a fringe bag?

19. Which of the following image is correct example for styling a fringe bag?

b). B c). C

a). A a). A

d). D

b).BB b). c). c).AA&&DD d). d).C C&&DD

A

A

A

B

B

C

D

a). a cross body bag b). a shoulder bag

20. Which of the following is the correct shot for women’s cross body scale shot? a). A

c). C

b). B

d). D

C

D

22. A bag that has a strap that measures less than 7 inches is considered as __________.

D

C

B

c). an elbow bag d). a pouch

b). hang the handbag

b). a shoulder bag

c). Style strap nicely on the left side of the bag

110

c). an elbow bag

d). Style the strap behind of the handbag.

d). a pouch

A

111

B

C

D

23. It is mandatory that all variants are _____________ or greater on the longest side after crop, to ensure that they are compatible with the Rich Media Format zoom function. a). 100 pixels

A

B

C

D

25. Sliding buckle on non detachable strap should be placed in the _____________ of the bag. a). middle b). lower side

b). 1,000 pixels c). 2,000 pixels d). 10,000 pixels

A

B

26. At how many inches chain strap should be swooped out to the left of the bag?

26. At how many inches chain strap should be swooped out to the left of the bag?

a). 1.5 inches

a). 1.5 inches

24. Handbags with straps that are under 9 inches, you will: a). style the straps down b). hang the handbag c). Style strap nicely on the left side of the bag d). Style the strap behind of the handbag.

b). 2 inches

b). 2 inches

c). 2.5 inches

c). 2.5 inches

d). 3d). inches 3 inches

113

112

REFERENCES

MY EXPERIENCE Interned as a Stylist at Amazon has taught me a work procedure of the company, enhanced my styling skills, and given me a wider perspective of the field.

Amazon.com Inc (AMZN.O). Retrieved July 27, 2017, from in.reuters.com: http://in.reuters.com/ finance/stocks/companyProfile?symbol=AMZN.O

This 8 week journey helped me to enhance my knowledge and taught me how to apply my knowledge at the practical front. In this course of journey I came across enormous problem accepted by full gusto and high spirit. The entire 8 weeks of training has been an adventure, and the learning has been the treasures of adventure which helped me to understand how to implement classroom knowledge in practical world.

Amazon.com, Inc Success Story. Retrieved July 27, 2017, from successstory.com: https://successstory. com/companies/amazoncom-inc Jeff Bezos. Retrieved July 27, 2017, from www.forbes.com: https://www.forbes.com/profile/jeff-bezos/ (2016). Amazon Annual Report.

Amazon Company Profile. (2017, 07 21). Retrieved from www.papermasters.com: https://www. papermasters.com/amazon-company-profile.html Editors, B. (2017, April 27). Jeff Bezos. Retrieved July 27, 2017, from www.biography.com: https:// www.biography.com/people/jeff-bezos-9542209

114