The title of a product on Amazon carries a lot of weight when it comes to organic rank and click-through rates, and if your listing isn’t in step with the official style requirements, the upcoming Amazon policy enforcement should motivate you to make some changes.
Amazon recently announced that on July 22 it will be “suppressing ASINs from Amazon Search that violate Amazon’s title guidelines.” According to the announcement, the reason behind this new enforcement is that titles that don’t comply with Amazon’s guidelines “result in a poor customer experience.”
As shown in the news release above, the announcement mentions some specific requirements:
- No promotional language can be used, such as “free shipping” or “100% quality guaranteed.”
- Other examples would be “Best Seller” or “Hot Item.”
- No non-readable characters can be used, such as HTML code.
- The length of a title can’t exceed 200 characters. Titles must include “product identifying information,” which describes what the product is, such as a garlic press or first aid kit.
Although not mentioned in the announcement, the Amazon Style Guide also contains a number of further requirements, such as using all caps or special characters (such as ! or $) being prohibited.
No one wants their business to be disrupted, so it’s important to understand the effect of what this new level of Amazon policy enforcement may have on your brand, and then take some practical steps to ensure you can maintain your visibility and sales.