Amazon to suppress ASINs that do not meet title requirements
Amazon will suppress from Amazon Search ASINs that do not comply with product title requirements starting July 22, 2019.
Ensure that your products follow these product title requirements from Amazon and make any necessary changes before July 15, 2019.
Sellers should have received an email from Amazon announcing the change, but if you haven’t, then see the announcement on the seller forums.
Clear, consistent product titles make shopping much more convenient. As an Amazon shopper, you may have been overwhelmed in the past by sellers who spammed keywords into the titles, cluttering up search results and making shopping for products a bit of a chore.
Amazon has category-specific requirements as well as general requirements. Make sure to check Amazon for the latest product title requirements if you sell in a variety of categories.
For instance, 200 characters are generally the maximum for product titles, but some categories may have a lower limit.
Below are some commonly ignored requirements:
- Capitalize the first letter of each word except for articles (a, an, the), conjunctions (for, and, nor, but, or, yet, so), and prepositions fewer than 5 letters (with, in, on)
- Do not use all caps
- Use numbers instead of spelling them out: 2 instead of Two
- Spell out measurements like 3 inches instead of 3″
- Do not use symbols like ! @ ? ~
- Do not use subjective comments like “Best Seller”
- Do not include a price or promotional messages like “Free Shipping” or “Sale”
Examples of listings on Amazon
Here’s an example of a product title for a popular nut milk bag.
This listing ignores a few of the requirements:
- It contains sections of all capital letters
- Measurements are not spelled out
- Possibly contains subjective comments like “PRO QUALITY”
- Possibly violates promotional messages requirement by offering free recipes and videos
With some careful revision, this product title can be optimized to meet title requirements and its length reduced significantly.
How might a cleaner product title look like?
Compare the difference between the AmazonBasics listing for a keyboard and mouse combo and listings from third-party sellers.
While some of the details may be useful to customers in the second listing, like “6-Button Mouse,” having redundancy like “Wire Corded” in the third listing just makes the title more cluttered.
Instead, consider putting information into the bullet points or descriptions instead of the title. Details like device and OS compatibility in the third listing can be moved to bullet points.
Customers generally base their decisions on pictures, reviews, and price, but long and messy titles may make customers scroll past listings.
Long titles require more effort to read and process, and many people don’t want to put any extra effort into shopping. Don’t forget to take a look at your listing on a mobile device to get a sense of how your listing comes across to customers.
Review your listings and revise them to ensure that your product titles meet Amazon’s guidelines before July 15, 2019. Take the opportunity to revise your product detail page to ensure that bullet points and descriptions meet Amazon policies as well.
If your listing is suppressed from search results, you’ll not only lose revenue, but you’ll also lose your sales ranking.
This has the potential to push your listing further down in the search results, making it more difficult to recover once you’ve revised your product titles.