The accomplishment of Amazon’s new product title requirements

Last Updated on September 23, 2019 by

Amazon announcement regarding title rules as well as the new suppressing factor related to the title

Starting July 22, 2019, Amazon has suppressed ASINs from Amazon Search whose titles did not comply with Amazon’s product title requirements. That is why many eCommerce business leads are facing difficulties with their product as many ASINs are being suppressed. Don’t get confused! We are here to help you out. After July 22, 2019, it is important to maintain some requirements for creating any product title. Otherwise, your ASINs might be suppressed and you would face loss in your business. 

Title requirements apply to all non-media products on all of Amazon’s worldwide marketplaces, whether you use Fulfillment by Amazon or the Merchant Fulfillment Network. Amazon has four main criteria for product titles:

  1. The first letter of each word in your title should be capitalized with the exception of articles and conjunctions (e.g., and, or, for, the, a, an, etc.)
  2. Numerals should be used in place of spelling out numbers (1 instead of one)
  3. Measurements should be spelled out (3 inches, not 3” or 3 in.)
  4. Do not use symbols in your title
  5. Do not use any Type 1 High ASCII characters (Æ, ©, ô, etc.)
  6. Do not use characters such as emojis

Failure to comply with these requirements may cause a product to be suppressed from Amazon search results.

Amazon states that ASINs and listings that don’t meet their guidelines “result in poor customer experience.” To avoid poor customer experience, Amazon has imposed new title requirements.  Amazon’s focus will always be on their customers first, and this step helps Amazon’s algorithm better meet customer queries. Customer’s satisfaction is Amazon’s main target.

First, instead of titles over-stuffed with keywords, Amazon wants its products to have clearer, more concise titles. Now, most titles must be 200 characters, instead of 250. And there are many categories whose character limits are much lower than 200, so like Amazon mentions in their guidelines, make sure you’re following the rules specific to your product’s category. 

However, for many sellers, this decrease in the title’s character count may not be an issue. For example, here is a current title looks like on Amazon below.

At first glance, it seems like a long title, but we’re within the character limit. The title has 118 characters meaning we won’t have to make any changes in that respect. We have to use numerals and correct spelling out inch when needed.

To ensure you’re in compliance, log into Amazon Seller Central now and change your titles. The process is simple. Please follow the steps below.

Step 1:

Log in to Amazon Seller Central. Click Inventory > Manage Inventory.

Step 2:

Find the specific product that you need to change your title and click Edit.

Step 3:

Click the Vital Information tab. Change your product’s title on the Product Name bar to 200 characters or less. Finally, click Save and Finish.

Replace any important words stripped from your title into the product listing’s bullet points or description.

Amazon cares about your title’s keywords – and they are perhaps the most significant piece of putting together an effective product title. Broad, identifying, top-of-the-funnel keywords should go in your title. Keep these high volume keywords relevant and concise. A customer should know what you’re selling without seeing a picture. Titles should be evergreen and should not include any promotional messages like “sale” or “free shipping.” Also avoid phrases like “bestseller,” “customer favorite,” flagged keywords, or any guarantee. Including these terms in your title will result in Amazon suppressing your listing.

Remember, big or small, every seller is affected by this change. So, slimming down the character count of your titles to 200 will not affect your ability to compete in the marketplace, since everyone else has to do it too. If anything, it will make finding your product in Amazon’s search engine a lot easier. All in all, this is a big win for Amazon and its sellers.

Hopefully, this article is helpful for you for understanding Amazon’s accomplishment of new product title requirements. If you have any questions regarding this article or you face such problems making your product title under 200 characters, please feel free to contact us. We would be glad to help you out. Please keep reading our blogs. We are always there in support of your eCommerce business.

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