Amazon SEO Ranking Factor: Product Title2018-12-18T16:01:54+00:00

Amazon SEO Ranking Factor: Product Title

How to optimize the product title

The product title has a big influence on Amazon’s ranking and on Amazon search engine optimisation. Amazon states that important product information needs to be displayed in the title. In addition to the search term, the title has to includes the brand, the size, the material, the colour and other important features. Originally 500 characters were available! In 2015, however, a limit of 200 characters was introduced by Amazon and at the end of 2017, only 120-150 characters might be left to use. Amazon’s intention is to contain keyword spam, thus improving customer experience.

Amazon SEO Optimisation with the Product Title

Anyone who has been involved with SEO for some time knows that a title should actually be no longer than 60 characters. Similar to Google, the Amazon product title is an important ranking factor. But on Amazon, the title tag has a character limit of 120-150 characters.  Amazon SEO experts and Amazon SEO agencies recommend sellers to include as many keywords as possible in the limited space. An Amazon SEO optimised product title is different from the myriad of other titles. It contains exactly the information the customer is looking for. A look at the titles of high ranking products shows which keywords are most important.

The key to a good Amazon ranking is the right choice of keywords for the title. If a keyword is already used in the title, there is no need to use it again. With 120-150 characters, it is not possible to fit a lot of keywords in the title. The internal Amazon search engines consider various factors for their search results. In addition, customers are looking for products with different terms – this has sometimes led to a distortion of the product name, which suddenly included synonyms and different spellings.

The use of very long titles is no longer possible. Long titles are penalized by Amazon – through the deactivation of the respective ASIN.

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Now only a maximum of 120-150 characters is allowed

In the US, Amazon punishes sellers if their product titles are too long: If more than 150 characters are used, the product will disappear from the search results. The first cases in Germany have already been registered – Amazon usually gives the seller 24 hours to adapt to the title style guides. If the seller does not meet the deadline, Amazon deactivates/deletes the ASIN. For some sellers, this means that they have to revise their entire Amazon product range.

On October 16, 2017, Amazon has begun announcing a „clean-up“ of product titles that do not conform to the style guides. Additionally, sellers receive a standardised email. The adjustment of the affected product titles should be carried out by now. So far, however, no announcements have been sent to the German marketplace, only sellers in Spain, France & United Kingdom were informed by Amazon.

In the emails from Amazon, the (now outdated) style guides were linked, with the note to adapt product titles according to these specifications. Titles that contain redundant, irrelevant or inaccurate descriptions of the product or do not meet the general title requirements should be adapted and revised by the seller. Amazon states that it seeks to improve the shopping experience for Amazon customers with these revisions.

The key to a good Amazon ranking is the right choice of keywords for the title. If a keyword is already used in the title, there is no need to use it again. With 120-150 characters, it is not possible to fit a lot of keywords in the title. The internal Amazon search engines consider various factors for their search results. In addition, customers are looking for products with different terms – this has sometimes led to a distortion of the product name, which suddenly included synonyms and different spellings.

The use of very long titles is no longer possible. Long titles are penalized by Amazon – through the deactivation of the respective ASIN.

The reason for the title restriction is that Amazon sees a decline in its product catalogue quality and intends to stop it with the new policy. The customer experience is of prime importance for Amazon, thus, necessary actions are taken immediately to avoid jeopardizing it.

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