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With the prosperity of e-commerce industry, various modalities, e.g., vision and language, are utilized to describe product items. It is an enormous challenge to understand such diversified data, especially via extracting the attribute-value pairs in text sequences with the aid of helpful image regions. Although a series of previous works have been dedicated to this task, there remain seldomly investigated obstacles that hinder further improvements: 1) Parameters from up-stream single-modal pretraining are inadequately applied, without proper jointly fine-tuning in a down-stream multi-modal task. 2) To select descriptive parts of images, a simple late fusion is widely applied, regardless of priori knowledge that language-related information should be encoded into a common linguistic embedding space by stronger encoders. 3) Due to diversity across products, their attribute sets tend to vary greatly, but current approaches predict with an unnecessary maximal range and lead to more potential false positives. To address these issues, we propose in this paper a novel approach to boost multi-modal e-commerce attribute value extraction via unified learning scheme and dynamic range minimization: 1) Firstly, a unified scheme is designed to jointly train a multi-modal task with pretrained single-modal parameters. 2) Secondly, a text-guided information range minimization method is proposed to adaptively encode descriptive parts of each modality into an identical space with a powerful pretrained linguistic model. 3) Moreover, a prototype-guided attribute range minimization method is proposed to first determine the proper attribute set of the current product, and then select prototypes to guide the prediction of the chosen attributes. Experiments on the popular multi-modal e-commerce benchmarks show that our approach achieves superior performance over the other state-of-the-art techniques.