- The product title is one of the most important components of an Amazon product page. When a customer browses through search results on Amazon, the photo is one of the first things they see.
- If the image interests them, they will then read the product title.
- Your title has less than a second to capture the customer’s interest.
- If it doesn’t, the shopper will continue browsing through the search results and click on the competition.
- The objective of the title is to provide the customer with key pieces of information that persuade them to click on your product.
- Once the customer is on the product page, the other pieces of content come into play: additional photos, bullet points, product descriptions and A+ content.
- Before writing product titles, it is important to familiarize yourself with Amazon’s style guidelines:
- Capitalize the first letter of every word except for prepositions and conjunctions, e.g. “and,” “for,” “with,” etc.
- Do not include any promotional messaging, such as “sale” or “offer.”
- Do not use adjectives such as “great” or comparatives and superlatives such as “healthiest” and “best seller.”
- Use numerals for all numbers and spell out any measurements, e.g. “3 ounces,” not “three oz.”
- Amazon also has a title structure it asks vendors and sellers to follow, known as its ATS logic.
- This can vary slightly according to the product category. Here is an example of a recommended title structure:
- Brand + Sub-Brand + Model Name/Number + Product Type + Variants (flavour, size, colour, et cetera).
- Titles that don’t follow Amazon’s rules may be rejected or edited without notification. Amazon truncates every product listing to 112 characters.
- Hence, it is vital to take some time to work on the titles because it is one of the crucial factors that decides its CTR (Click-through Rate) on the results page.