Amazon has announced changes to its product title policy to improve customer experience by making listings clearer and more consistent. These changes will be implemented globally starting January 21.
Amazon has noted that product titles have drifted away from focusing on customers and have become more about satisfying the algorithm. “Over time, we’ve seen product titles get longer and sometimes include unnecessary words or characters that can undermine customer trust.”
To address this issue, Amazon has introduced several policy changes focusing on three main areas: character limits, use of special characters, and repetition of keywords.
Amazon now requires that product titles be no longer than 200 characters, including spaces. However, for certain fashion and accessory products, stricter limits of 130 or 125 characters have been imposed, depending on the type of item.
Additionally, while the general limit is 200 characters, Amazon suggests keeping titles under 80 characters to prevent them from being cut off on some mobile devices.
Amazon also stresses avoiding redundant information, unnecessary synonyms, and keyword stuffing. An effective title should contain useful information and include key details like brand name, product type, main features, color, flavor, model, size, etc.
Amazon wants to eliminate unnecessary special characters in titles. Therefore, the use of characters like !, $, ?, _, {, }, ^, ¬, and ¦ is prohibited. The only exception is if these characters are part of the brand name.
Special characters like ~, #, <, >, and * can only be used in very specific situations, such as product identifiers (“Style #4301“) or measurements (“<10kg“).
Amazon’s new rules also limit the repetition of words in a title to no more than twice (excluding prepositions, articles, and conjunctions). Attempting to bypass this rule by using plurals or variations (e.g., eCommerce and e-commerce) is not allowed.
An exception is made for brand name words. For instance, if your brand is “Beer Ger,” you can use the word “beer” two more times in the title without it counting as three repetitions.
Starting January 21, Amazon will notify sellers whose product titles don’t comply with the new policy. These sellers will have 14 days to make the necessary adjustments. Product titles can be managed in the “Manage All Inventory” tab in Seller Central. During this period, product listings will remain active.
It’s important to emphasize the role of product titles, as they are crucial for helping customers identify and differentiate products, impacting their buying decisions. They are also critical for achieving good placement within Amazon’s own system, so the new policy will also affect how SEO is done on Amazon.
Photo: Depositphotos
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