Writing an Amazon product title is a skill that requires you to consider the Amazon ranking algorithm and of course the consumer!  Experts say that you should keep titles as simple as possible, and others believe it’s best to keyword stuff away. Luckily, there are a number of suggested practices that can help create great titles.

Understanding the Basics of Amazon Product Titles

Starting with the basics, there are 4 elements that all Amazon product titles should include:

• Brand name
• 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

As of February 2020, titles have a limit of 200 characters before Amazon will suppress listings from search.  Some believe readability isn’t as important in Amazon product titles as it is on marketplaces like Google Shopping, where the limit is significantly lower.  We firmly believe titles are the biggest contributing factor to rankings and user clicks.

Sample Amazon Search Results…

For now… just observe the differences in these 4 Amazon search result listings.   We will come back to this very shortly.

Amazon’s 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 NOT to include in Amazon product titles:

• Price
• 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

Formatting

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.

Product Type	Title Style
Cookware & Cutlery	Brand + Line + Size + Product Type
Cook’s Tools & Gadgets	Brand(+Model Number if necessary) + Model Name + Product Type, Color
Small Appliances, Home Environment	Brand + Model Number + Model Name + Product Type, Color
Tableware	Brand + Pattern + Product Type, Number of Pieces
Bedding	Brand + Line/Pattern + Thread Count + Material + Size + Product Type, Color
Bath Towels	Brand + Line/Pattern + Material + Product Type + Quantity, Color
DVD Players	Brand+ Model Number + Size + Product Type + Screen Style (if needed) + Color/Pack Size
TVs	Brand + Model Number + Size + Product Type + (Color/Pack Size)
Video Games	Brand + Model Number + Product Type + Platform
Laptop/Desktop Computers	Brand + Model Number + PC Type + (Processor Speed + MB RAM + Hard Drive Size + Optical Drive )

**For more examples of title formats by category, check out Amazon’s help pages.

In Closing, lets circle back to our Sample Amazon Search Results…

Recalling your observations from above… here is our feedback…

1. Since this article was about “Product Titles”, let’s talk about that first.   We firmly believe the first one stands out above the rest.   It utilizes a great combination of keywords and yet is written for the consumer to entice the click.  Keywords of focus are sensory chew toys, chew necklace for boys, etc).   It brands the company “Hoodie Chew Chew”.  It separates statements with a line “|” to make them easier to read.   Important to note:   Amazon says you can’t use symbols.  But in our experience, this particular symbol has not been enforced.   It could be at some point.   So use at your discretion.
2. The first listings photography communicates the brand and positions the product of superior quality.
3. All products communicate the same social proof with positive reviews.  You might argue that 134 is more validation… but we find when the reviews get over 10, consumers start to lend trust.
4. Pricing seems to be consistent.   You might argue that the first listing is leaving a few bucks on the table from every sale.

 

If you are considering selling your product on Amazon or are struggling to do so.   Check us out!   That’s what we excel at.