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Creating Your Amazon Product Listing Title


Did you know the words you use affect other people? Of course, you did. Even the words we use when creating an Amazon listing title matter in more ways than you may realize.


Let’s take a look at why your product listing title is so vital to your product’s success on Amazon. And why the words you use and the placement of those words are important to consider.

Let’s go through the process of making a compelling and high ranking title for your Amazon product listing.


What are the rules?


Amazon has title structure rules. Each category’s title specifications are published in the category style guides. Because the rules vary by category Amazon provides category specific style guides for easy reference for each category. You can download the style guide for your category from the downloadable file template table on the Templates for Specific Categories page.


For our purposes, let’s start with the Amazon Services Quick Start Style Guide and review the title section.


General rules and requirements for title creation.


Note: If your products do not have all the following types of information, they may be suppressed from the website

  • Capitalize the first letter of each word.

  • Do not capitalize conjunctions (and, or, for), articles (the, a, an), or prepositions with fewer than five letters (in, on, over, with).

  • Use numerals (2 instead of two).

  • State the number of items in a bundled product (pack of 10).

  • Keep it under 200 characters, but make sure to include critical information.

  • Use only standard text, since special characters or symbols like © will not display in the title.

  • Do not include price and quantity.

  • Do not use ALL CAPS.

  • Do not include information about yourself or your company. If you own the brand, put your brand information in the brand field.

  • Do not include promotional messages, such as “sale” or “free ship.” Follow these instructions on how to set up promotions (sign in required).

  • Use your seller name as the Brand or Manufacturer only if your product is Private Label. · Do not include subjective commentary, such as “Hot Item,” or “Best Seller.”

Ok, the rules look easy, what is next?


Now it is time to apply the art and science to our title, making sure to stay within the specifications as stated above.


We start with keyword research. Keyword research is important as the foundation for the wording used not only in the title but for all indexable copy in your listing. How do we know what people are searching for? Don’t guess, find out what people are typing into the search bar. There are a few ways to do that. One easy step is to open Amazon.com and type your item into the search bar. Amazon automatically helps us out by showing some of the relevant searches that contain that item, if the search terms apply your product consider using them in your title. You can also use AdWords keyword planner. It is free. as long as you have an Adwords account you have access to it. Keep in mind this tool is pulling information amassed from Google searches. If you want something targeted to Amazon buyers, you can use Merchantwords, a search tool that provides search terms from within Amazon.

Using all three is excellent. You can also use competitor information.


What is a value proposition? And why do I need one?


We have covered the keywords, now let’s add a value proposition to the title. This section of the title is your way of letting the buyer know how they will benefit from buying your product. Will it make their life better? We want the buyer not only to want our item but to feel they need it! We don’t have a ton of space but remember we have a list of keywords that tell us what folks are looking for. The keywords you found during your research may be a key to what your buyer’s pain points.


Yipes! How does all of this come together?


Time to wrap this up. Our recommended formula for titles includes all of Amazon’s requirements but varies a bit from Amazon’s basic title formula. Let’s look at the differences.


In the listing guidelines Amazon uses the following title as an example of a good basic listing:

Laura Ashley Sophia Collection 300-Thread-Count Pillow Cases (Blue, Queen, Set of 2)


This example follows the recommended Amazon title formula structure of:

· Brand - Laura Ashley

· Product line - Sophia Collection

· Material or key feature - 300-Thread-Count

· Product Type – Pillow Cases

· Color - Blue

· Size - Queen

· Packaging/Quantity - Set of 2


Instead, our title formula we use looks like this:


· Item - (what is it?) use your main keyword for this

· Your brand

· What makes it special- (value proposition) use your keyword list for this too

· Style - (color, size, etc.)

· Packaging (how many units included in the price)


Let’s compare.


Current Amazon approved listing example:

Laura Ashley Sophia Collection 300-Thread-Count Pillow Cases (Blue, Queen, Set of 2)


Our improved listing example:

Pillow Cases 300 thread count Sophia collection | by Laura Ashley | Experience Timeless Quality and Luxurious feel (Blue, Queen size, Set of 2)


The difference is subtle but impactful. Which listing would attract you?

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