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AMAZON & ECOMMERCE COPYWRITING

Amazon Product Titles in 2020: How to Write And What to Know

Amazon has new rules when it comes to product listing titles. Let's discuss how to grab your reader's attention with concise, informative, and interesting product titles for Amazon.
When it comes to creating a winning Amazon title, there are two main challenges. First, you need to come up with a good set of keywords and only then proceed with a good title.

Let's show how to grab your reader's attention with concise, informative, and interesting product titles for Amazon.

Important Pieces of Information Needed in the Amazon Product Title

Before you begin to write, you'll want a general formula to use as your guideline which Amazon helpfully provinces. No matter what product you are selling, the title should contain the following bits of information:

  • Brand name
  • Color, flavor, or another variation
  • Size and/or quantity
  • Keywords
As an example, if you're selling sneakers, the product title should look something like this: Converse White Size 9 Sneakers.

This is a very short version of how it should look, and we'll explore how to grow it since titles are allowed up to 50 characters. This helps your Amazon product listing rank higher in searches.

There's also another reason. Starting in July 2019, Amazon suppresses ASINs from Amazon Search whose titles do not comply with Amazon's product title requirements. This is because the research shows that ASIN titles that violate Amazon policies result in poor customer experience.

Being suppressed from the search algorithm would result in being suppressed from search results, and that's what every seller would want to avoid. Products with bad titles will be near-impossible for customers to find on the platform.

50 characters are plenty for a title. With very few exceptions, anything beyond that is the content that should be in bullet points or the product description. This also means that Amazon shoppers will not be inundated by titles like "Cute baby infant boy girl present gift child birthday baby shower soft towel gift set for infant boy or girl" or "iPhone Charger, Lightning Cable MFi Certified 5Pack(3/3/6/6/10 FT) Extra Long Nylon Braided USB Charging&Syncing Cord Compatible iPhone Xs/XS Max/XR/X/7/7Plus/8/8Plus/6S/6SPlus/SE/5/Ipad More (Grey)"

Here's what Amazon says about the update:

Your business is important to us, and we want to make sure that both your business and the customer experience are not compromised by products whose titles do not meet Amazon's FBA product title requirements. Amazon currently requires that titles for non-media products meet the following requirements:

  • Titles must not contain promotional keywords and phrases, for example, "free shipping", "100% quality guaranteed".
  • Titles cannot contain non-readable characters, such as HTML characters.
  • Title length must not exceed 50 characters.
  • Titles must have product identifying information, for example: "hiking boot", "umbrella".
What's interesting, Amazon doesn't always comply with their own policies. Many sellers report that Amazon retail listings have titles that run hundreds of characters long. But Amazon has ownership of those listings and apparently it's fine with them.

Challenges of the New Amazon Product Title Policy

There are many contradictions in the title policy that make it near impossible for some sellers and their items to follow. For example…

Conjunctions (and, or, for) and articles (the, a, an) should not be capitalized.

Amazon automatically capitalizes the word "the" in product titles.

Use numerals (2 instead of two)

If you're selling Tale of Two Cities, you need to change it to Tale of 2 Cities?

Don't use symbols, such as ~ ! * $ ?

Many perfectly legitimate product titles and brands contain a hyphen.

Don't capitalize prepositions with fewer than five letters (in, on, over, with).

If you're selling the film In Bruges, this means you need to change it to in Bruges. For many sellers, it's impossible to make titles to be both grammatically correct and within policy.

That's when you need to be creative. If your ASIN titles aren't fully optimized and up to scratch then your products won't appear in Amazon Search results. In order to create a positive customer experience, your content needs to be of good quality.

Product Title Formatting Rules to Follow

Amazon has specific guidelines on how product titles should be written, and they include:

  • Capitalizing the first letter of every word (an exception to this is the word 'and', which should be in all lowercase letters) and don't capitalize every single word.
  • Writing it as 'and' and not using the ampersand ('&'), unless the ampersand is part of the product's brand name.
  • Writing numbers as numerals, not words (e.g. 14 instead of fourteen).
  • Units of measurements should be spelled out and not abbreviated (e.g. Pounds instead of lbs, etc.).
  • Avoid putting prices, promotions, symbols, seller information, and suggestive commentary in the title (e.g. don't say a product or you are the best).
  • You don't need to put the color or size in the title if it's not directly relevant to the product (e.g. if an item only comes in one color or size, like a stainless steel toaster)
What Happens When Your Listing Is Suppressed

Suppressed listings have no buy box. If a buyer wants to see your offer, they must click the "see all offers" link near where the buy box usually is. It also means you cannot advertise. Your listing is also suppressed from Amazon's search.

Including the Keywords in Title

This is often where merchants underperform. Amazon has its own unique algorithm which can help your product rank higher on searches. Although different factors, like price, availability, sales history, and selection also impact a product's search ranking, the keywords you use are often most within your control.

One thing remains certain. Keyword stuffing, the practice of jamming as many keywords into the title as possibly allowed, can actually harm your product's ranking. Instead, it's well worth it to spend a bit of time finding out which keywords work best for you.

The proven practice is putting yourself in the place of a buyer. Do searches for the products you're selling, and see which items show up on top of the search page. Examine the keywords found in those titles and compare how frequently they're found in your searches.

In the next step, take the most common keywords and apply them to your product titles. As a bit of extra work that may pay good dividends, see if there are other, less frequently used keywords that are associated with sellers with a high ranking. The goal is to emulate these merchants so you can be a better seller yourself.

Boost your Amazon Product Images

It'll take a bit of time and practice, but eventually, you will master the art of creating awesome product titles. Once you do, and once you see a spike in your sales volume, make sure you're using the best product images possible.

Like this article?
Then go ahead and get in touch, so we can create your perfect, high-converting Amazon product listing.
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