Is Amazon Really Enforcing Shorter Titles For Listings?
Amazon Imposes Shorter Titles For Listings
The giant mogul, Amazon, announced early last week that they will begin enforcing shorter titles for listings, starting July 22nd. The new policy was backed with a public warning that Amazon listings that failed to comply with Terms of Service could potentially get suppressed.
Why Would Amazon Implement Shorter Titles for Listings?
According to the company:
“Our research shows that listings with complete product information, including images, category (item-type), and titles (parent titles) with less than 80 characters for apparel, shoes and luggage category and 130 characters for all other categories improve the shopping experience. This makes it easier for customers to find, evaluate, and purchase products.”
They went on to conclude:
“As a result, we will hide (or suppress) from search and browse non-media listings that do not meet certain standards. This means that a customer will not be able to find your listing in search if your listing is suppressed.”
What Do Amazon Title Changes Mean for Amazon Listings?
In short, it means that if your current title abides by the antiquated, 200 character count guideline, you probably should consider changing it.
Choosing to not take action may not necessarily suppress your amazon listings – at least not right away – but when Amazon makes a public announcement enforcing shorter titles for listings, strategically it doesn’t make much sense NOT to stay in accordance with their Terms of Service.
As a general rule of thumb, your title should follow this basic outline:
Brand, Product Name (Your most precise and core keyword), Material, Color, Size/Weight/Dimension
For example, if you are selling a Baby Blanket, a solid title might be:
Cots&Tots Baby Blankets for Boys, 100% Organic Cotton, Blue, 24” x 40”
LittleBear Plush Blankets for Babies, Hypoallergenic Microfiber, Animal Print, XL
To know for sure what the rules are for shorter titles for listings with regards to your product, refer to Amazon’s Style Guide which can be found in your Seller Central account. Here is an example of the Style Guide for those selling products in Outdoors and Sports:
Remember: Not all categories are created equal, so you want to make sure you are following the guidelines set forth for your particular category and node.
“We will also suppress the following incomplete Clothing & Accessories listings, including:”
- Child listings in Shoes without:
- A Department value
- A Size
- A Color value
- Child listings in Jewelry with:
- A missing or invalid Department value, except for Jewelry Accessories
- Incomplete or invalid Material Type, Metal Type, Gem Type, and Pearl Type specifications, except for Jewelry Accessories (as of August 1, 2017)
- A UPC (if the brand is on the Major Jewelry Brands list)
- Child listings in Watches and Luggage without:
- A Department value
For a complete list of rules and constraints (including those for images),
- A Department value
Why Is Amazon Trying to Impose Shorter Titles for Listings and How Does That Affect Keywords and Indexing?
As mentioned before, the conglomerate states that the motive behind reinforcing stringent Amazon title changes is largely for providing a seamless buying experience for customers. Buyers don’t want to wade through tons of content. A long title could easily dissuade a potential buyer, negatively impacting conversion rates which is neither in Amazon’s nor your best interest.
If you are concerned that this new implementation for Amazon listings will negatively influence your chance of indexing – don’t. There will still be opportunities to index; they are just moving to other areas in your inventory fields in Seller Central.
✓ Generally speaking, keep your title between 80-100 characters (although, you’ll really want to follow your Category’s Style Guide to provide an accurate, in-depth guideline.
✓ Make sure your Inventory fields are optimized for indexing and ranking purposes
✓ For more understanding on Manage Inventory Fields and how they affect your indexing capabilities, click here.
✓ Should you have any trouble navigating your Seller Central inventory fields, knowing how to fill them out correctly, or need a refresh on your title and/or content – don’t hesitate to contact us at email@example.com or check out our website at https://liazonmarketing.com/