US product page localization means rewriting what a page says, shows, and discloses for US shoppers and US rules. Converting euros to dollars and centimeters to inches is the first layer, and it is the thinnest. Claims, sizing, imagery, and required disclosures decide whether the page converts and whether it holds up under US law.
This is the third item on the Compliance & Labeling list in our EU to US Expansion Checklist: run a full label and product-page localization review. This post covers what US product page localization checks beyond currency.
Is converting units and currency enough to localize an EU product page for US customers?
No. Currency and units are the visible changes, and the page can still carry claims you cannot substantiate, sizes shoppers cannot read, images that contradict your US label, and missing disclosures. Our EU to US Expansion Guide calls for a full review for this reason.
The table shows where each layer sits. Use it as a checklist for your own pages.
| Layer | What an EU page usually shows | What to check for US product page localization |
|---|---|---|
| Currency and units | Euro prices, centimeters, kilograms | Dollar prices, inches, pounds, and fluid ounces |
| Claims | Claims built for EU rules and norms | Claims you can substantiate under FTC and FDA rules |
| Sizing | EU or national size labels | A measurement chart in inches, tested against US fit |
| Imagery | EU packaging, labels, and plugs | Images that match the US label, the offer, and typical results |
| Disclosures | VAT-inclusive prices, EU cookie banner | All-in price rules, shipping times, US privacy links, warnings |
What claims change in US product page localization?
Anything that reads as a promise has to be backed by evidence before the page goes live. The FTC's advertising guidance (opens in new tab) says advertisers need objective evidence before an ad runs, and health and safety claims generally call for competent and reliable scientific evidence. A claim that passed EU review does not carry that burden over.
On a US product page, the words also decide how the FDA classifies the product. The FDA judges a product by intended use (opens in new tab), and it reads label claims, advertising, and websites to find it. A moisturizer page with a sun-protection claim can turn a cosmetic into a cosmetic and drug product.
Supplements carry their own wording limits. A structure/function claim needs substantiation and an FDA notification, and the label needs the disclaimer, with no disease claims. Our post on FDA and FTC requirements for EU brands covers the rules by category, and our post on US marketing claims standards goes deeper on wording.
Customer testimonials count as claims too. According to the FTC, consumer endorsements must reflect typical results or disclose what to expect, and paid or employment connections have to be disclosed. A five-star quote from an EU customer who got an unusual result is a risk on a US page.
How should sizing change for US shoppers?
Replace converted size labels with a measurement-based chart in inches. US clothing sizes follow no mandatory standard. Wikipedia's summary of US sizing (opens in new tab) says the standards that exist are voluntary, that North American sizes have drifted from them through vanity sizing, and that charts vary from one manufacturer to the next, sometimes by a full inch.
The spread is wide in practice. A 2026 analysis from The Pudding (opens in new tab) of 15 brands found that items labeled "Large" spanned waistlines from 29 to 34 inches. Its size chart data was captured in July 2025, so treat it as an illustration and not a current benchmark.
For an EU brand, the lesson is that a conversion table from EU size to US size will not match what US shoppers expect. List body measurements and garment measurements in inches, and say how the item fits. Test the chart with US customers or fit models before launch, and track size-related returns early, since our post on US returns and reverse logistics covers what those cost.
What should product imagery change?
In US product page localization, images count as part of the ad. The FTC's online disclosure guidance says an ad's effect comes from its net impression, and that every element of the page contributes to it, so a photo can make a claim as strongly as a sentence.
Review your photos against four checks. Before-and-after images need to show typical results or say what to expect.
Model photos should match the sizes and fit you describe. Packaging shots should match the US label, since a photo of EU packaging can contradict a US ingredient list or origin statement. Accessories, plugs, and anything shown in the photo but not included need clear labeling.
The same logic applies to labels shown on the page. For apparel, the FTC's textile labeling guidance (opens in new tab) requires English on the label and says "Made in the European Union" is not enough for a product made abroad, since the specific country is required. Check that a label photo on your page would pass the same test.
What disclosures does a US product page need?
For US product page localization, start with the price. California's hidden fees law (opens in new tab), in effect since July 1, 2024, prohibits advertising a price that leaves out mandatory fees. It allows sales tax and reasonable shipping costs to be excluded, and it requires handling charges to be included. The state's page does not say how the law applies to sellers based outside California, so ask counsel before you rely on that gap.
If you charge customers duties or import fees, ask counsel whether they count as mandatory fees on your page. Our post on sales tax nexus vs VAT covers why US prices show without sales tax and how tax is added later.
Shipping promises are covered too. The FTC says the Mail or Telephone Order Merchandise Rule applies to online orders, and it requires a reasonable basis for shipping within the stated time, or within 30 days if no time is stated. Our post on US delivery norms for EU brands covers what US shoppers expect.
Disclosures also have to be seen. The FTC's online advertising guidance says disclosures should sit close to the claim they qualify, appear before the purchase decision, and stay readable on a phone. Information that is integral to a claim, such as cost, should not hide behind a generic link.
Add the state-specific items last. A Prop 65 warning has to appear before purchase for products that need one, as covered in our post on Prop 65 for EU brands. California's privacy law also requires a "Do Not Sell or Share My Personal Information" link for businesses that sell or share data, which is a different mechanism from the EU's consent banner.
How do you run a US product page localization review?
Work through five steps, one page at a time, starting with your best sellers.
Step 1: Inventory every claim, image, and number
List each claim, testimonial, photo, price, size, and promise on the page. Include the title, bullets, gallery, reviews, size guide, and shipping banner.
Step 2: Check claims against evidence and category rules
Match each claim to the evidence behind it, and flag any that imply disease treatment or cannot be substantiated. Rewrite flagged claims with your specialist.
Step 3: Rebuild sizing and measurements for the US
Replace converted sizes with a measurement chart in inches, and add fit notes. Test with US customers before launch.
Step 4: Audit images against the US label and offer
Compare every photo with the US label, the contents of the box, and the claims on the page. Retire any photo that contradicts them.
Step 5: Add required disclosures and test on mobile
Add the all-in price, shipping times, warnings, and privacy links. Check each on a phone, then have counsel review the page before it goes live.
Frequently asked questions
Is converting units and currency enough to localize an EU product page for US customers?
No. US product page localization also covers claims, sizing, imagery, and disclosures. Claims need US evidence, sizes need an inch-based chart, images must match the US label, and price and shipping disclosures follow US rules.
Do I need to change my product claims for the US?
Often, yes. The FTC expects evidence before a claim runs, and the FDA reads your website to decide whether a product is a cosmetic, a drug, or both. Review each claim, and ask a regulatory specialist about health-related wording.
Can I use EU size conversions on a US product page?
You can show them, but they should not be your only guide. US sizing has no mandatory standard and varies by brand, so give measurements in inches and test the fit with US customers.
Does my EU cookie banner cover US privacy rules?
Not necessarily. California requires a "Do Not Sell or Share My Personal Information" link for businesses that sell or share data, and it works differently from EU consent. Ask counsel what your site needs.
What should you do next?
Download the EU to US Expansion Checklist (opens in new tab) and work through the Compliance & Labeling list, including the localization review. Then read the compliance section of the EU to US Expansion Guide to plan your US product page localization.
This post is general information and does not replace legal advice. Have counsel or a regulatory specialist review pages for regulated categories before launch.
