Amazon Product TitlesTop tips for writing Amazon product titles

Whether you’re new to Amazon or a seasoned seller, it pays to keep up to date with Amazon’s policies for listing your products. Amazon doesn’t usually publicise when minor changes are made to their policies, and some sellers have been caught out with suspended searches or worse. Here we look at how to write titles for non-media products. [i]

Why titles matter

The product title is the first thing people see, alongside your hero image, when they search for products on Amazon. Customers need to understand what you’re selling so they can decide if it’s what they’re looking for. Remember, they are searching for a solution to a problem and they need to be able to see if your product is the solution.

Keywords

Do your research and include your main keyword. Don’t be tempted to keyword stuff your title or include keywords that aren’t relevant to your product. Some sellers use this tactic to try to get more people to their listing but end up with a high bounce rate. That means people clicking on your listing, having a quick look, then leaving without buying.

Amazon will penalise you if it sees that happening a lot, and your product will end up further down the search pages. They are focused on the customer’s online shopping experience and will promote listings with higher conversion rates.

Reviewing your draft titles

When you’ve drafted a few different versions of the title, read them aloud. Do they sound like a complete sentence or just groups of words thrown together?

Keep it relevant and concise. Unless your product is in a specialised field with acronyms that people specifically search for, keeping it easy to understand is best for the overall customer experience. And don’t forget the spelling. If your listing is for the US marketplace, the spelling of some words will be different than for Amazon Australia marketplace.

Examples of good and poor titles

Think about when you’re searching for something online – what titles grab your attention? Which ones do you ignore? Remember, titles only have 200 characters so make it easy for customers. Let’s look at a couple of examples:

Poor example

This is a product with a title that has been keyword-stuffed. The word 'Bowl' appears 5 times.

How many times do you see the word ‘bowl’ in the title? This is a classic example of keyword stuffing. It’s not a good use of the 200 character limitation.

Good example

This product listing has a good title. It is written like a sentence and reads well.

Simple, direct, and reads like a normal sentence. Good use of the number of characters available.

Four rules you must follow

Amazon has four requirements that you must abide by for all non-media product titles:

  1. Don’t exceed 200 characters, including spaces. Amazon actually recommends keeping the number of characters to a maximum of 80, as longer titles can be harder to read than shorter titles.
  2. Don’t include promotional phrases, such as ‘free shipping’, ‘100% quality guaranteed’
  3. Don’t contain characters for decoration, such as  ~ ! * $ ? _ {} # | ;
  4. Must contain information that identifies your product, such as ‘umbrella’, ‘dog collar’

Remember: If you don’t follow the rules, your listing could be search-suppressed by Amazon.

Tips from Amazon on enhancing your titles

Amazon doesn’t penalise you if you don’t follow all the listed tips, but they ‘strongly encourage adherence’ to these standards:

 

If you need help with your product listings or want someone to set them up for you, book a session with the Seller Central Setup team through Service Packages. Or if you’re not sure which one to choose, contact us.

[i] The information in this article is current at the time of publication.