Like so many other digital ranking factors, the trick for writing perfect Amazon product titles is a bit of a gray zone.
Some people claim that you should keep titles as simple as possible, and other marketers believe it’s best to stuff the Product titles with as many characters as possible.
The general consensus about writing Amazon titles is a mixed bag, and the evidence for either side is pretty mixed as well.
Despite the somewhat confusing details – Fortunately, there are a number of rules and best practices that can help create great titles.
4 Core Elements of Top Ranking Amazon Product Titles
Starting with the basics. There are 4 elements that all Successful Amazon product titles should include:
- Product Brand name
- Details about the variant, color, or flavor
- Unit size / Quantity = size of product if it is clothing or apparel, or number of units in if your product is a bulk package
- Keywords = what the product actually is (remember to consider how your customers will search for this. Not just how YOU describe it)
As of June 2015, titles have a limit of 200 characters before Amazon will suppress listings from search (although some categories recommend limiting titles to as low as 80 characters.) But Amazon has recently increased that to 256 Characters for a product title.
You can be a little more flexible with Amazon than you can be in some other market places like Google Shopping, where the limit is significantly lower.
Beware Overly Complex Amazon Product Titles
As always, overly complex titles may cause a ding in sales by making customers skeptical of the product, but keyword rich products tend to rank better in Amazon’s SERPs than more concise, shorter titles with fewer important keywords.
You should strive to include as many of your key search terms as possible – without making it difficult to comprehend.
As mentioned earlier, this is what makes writing Amazon titles so difficult. Everyone has a differing opinion on how detailed titles should be.
The example above proves this ambiguity.
The two product listings are from the same computer manufacturer, and ranked evenly in Amazon’s result page. The listing on the left uses the minimalist, simple approach to writing titles. It contains as few keywords as possible. The listing on the right is full of descriptions of possible keywords.
Interestingly, they also have many numerical details that most consumer’s probably don’t search for or in some cases understand.
Amazon’s Product Title Recommendations
Thankfully, Amazon provides a number of suggestions for what sellers should or shouldn’t use in their titles.
Good titles should follow these rules:
- Capitalize first letter of each word
- Spell out measurements (Ounce, Inch, Pound)
- All numbers should be numerals (5 not “five”)
- Ampersands (&) should not be used in titles unless they are part of the products brand name. Otherwise, “and” should be written out in lowercase letters
What should you NOT include in Amazon product titles:
- Words in all CAPITAL LETTERS
- Seller information
- Promotions (Sale, 50% off)
- Suggestive commentary (Best, #1 Seller)
- Symbols ($,?,!)
- Size – if not relevant to product
- Color – if the product does not come in multiple colors
- example: silver stainless steel refrigerator
It is important to note that not all products require the same content in their titles. For example, the title for a computer would be significantly more detailed than the information for a plain t-shirt. The table below includes a few of the recommended formats in different product categories.