The Definitive Guide to Writing the Perfect Amazon Product Title

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Creating the perfect Amazon listing can be an intimidating task. There are a lot of factors to consider when trying to optimize your product for conversion. One of the first and most important places to start is with the product title. In this guide, we’ll go over what it takes to create a compelling Amazon product title that will pique your customer’s interest and get them to click. 

Here is an outline of what’s covered in this guide: 

  • Why is the Product Title Important? 
  • What are the Amazon Product Title Guidelines? 
  • Start with the Customer 
  • The Importance of Keywords 
  • Include Benefits, Features and Uses 
  • Use a Structure for Your Title 
  • Should You Hire a Professional?
  • Key Takeaways

Why Is The Title So Important? 

The product title, along with the main image, reviews, and price, is one of the few things that a potential customer will see on the search page.  

Your title acts as a headline and offers information about your product. Including valuable keywords and benefits will help you attract the right customer. 

Because there are so many products on Amazon, it’s easy to get lost in a sea of options. This is why optimizing your title is so important. Many big brands don’t take the time to optimize their listings so this is the perfect opportunity for you to attract a customer to your product! 

What are the Amazon Product Title Guidelines? 

There are four main requirements that Amazon tells us to follow for a product title: 

  • It must not exceed 200 total characters, including spaces 
  • It must not contain symbols or fancy characters like:  ~ ! * $ ? _ ~ { } # < > | * ; ^ ¬ ¦ ™ ¢ ∞ 
  • Avoid using promotional phrases such as “free shipping”, “limited time offer”, “shop now” 
  • Must contain product-identifying information  

It is best practice to follow these guidelines because it’s possible that by making one little mistake, your product could be suppressed from the search results. 

Another place to see a basic overview of what Amazon expects is in their Quick Start Style Guide. If you study and memorize all of the limitations that Amazon sets from the beginning, you’ll be more prepared when writing your title. 

The Perfect Amazon Product Title

There is no perfect formula, but if you keep the following in mind, you will be off to a good start. A product title must

  • Be easy to read 
  • Be written in title case (all important words beginning with a capital, and conjunctions and articles like “and”, “or”, “but” etc. in lower case) 
  • Persuade your customer to click 
  • Include the brand name as the first word 
  • Answer as many customer questions as possible (features, benefits and uses) 
  • Use as many characters as necessary to communicate value 

Now that you have a good understanding of the Amazon product title guidelines and what we believe you should include in the perfect title, let’s take a look at the most important part of selling on Amazon: the customer. 

Start with the Customer 

Your customer should be your main focus when writing a title for your product on Amazon. You want to create a smooth journey for them as a buyer.  

Once you’ve attracted them with a winning image, their next step is to scan for clues and information about your product in the title. On Amazon, you have milliseconds to make your impression and you need to make sure you optimize your listing. 

Think of the answers to these questions. Does your title: 

  • Tell them exactly what your product is?  
  • Answer their search query?  
  • Fit their search intent? 
  • Makes sense? 
  • Signal value? 
  • Suggest a way to use the product? 
  • Provide a benefit-driven description of your product? 
  • Look like a human wrote it? 

If you can provide as much relevant information to your customer in the title you have a better chance of getting them to take the next step, which is to click on your product and check it out in greater detail.  

Get into their mind and think about what they’re looking for. If you focus too much on your own product, you might lose them. 

The Importance of Keywords in Your Amazon Product Title 

The more relevant keyword phrases you can include in your product title without compromising readability, the better your chances of selling.” 

Keywords are especially important when it comes to writing your product listing because they help your customers find your product.  

Before you begin writing for your product, you need to dedicate some time to keyword research. Keyword research is directly related to the customer’s intent. You have to think about what words and phrases will help them find the product they’re looking for. 

Amazon’s search algorithm gives more importance to the keywords in your title than your description, bullet points or any other text. This means you should try to include your most important and most relevant keywords in your product title. This should be easy as these keywords should be describing your product anyway. 

Keyword research can be daunting. It’s helpful to have a well-defined process in combination with a proven Amazon seller software (we use Helium 10) to perform keyword searches, identify trends and see what keywords and phrases your competitors are ranking for. You’ll see through your research which keywords have a higher search volume, so you can identify which ones are most relevant to your product and use them in your title. 

Include Product Synonyms 

If you’ve done thorough keyword search, you may find that when there are multiple terms a customer can refer to your product. Because Amazon’s algorithm weighs the keywords and phrases in the title more heavily than in the bullets or description, it’s beneficial to include more than one of those synonyms.  

Take a look at this example for headphones. A visitor to Amazon could search for multiple keyword phrases to find this product. The more synonyms or terms for the product that appear in the title, the more customers it will reach. 

The brand includes at least 3 synonyms for the product to help it appear in front of more people: 

  • Earphones  
  • Headphones 
  • Earbuds 

If you’re using an Amazon seller software, you will know which phrases have the most search volume so you’ll know which ones to use at the beginning of your title. 

Avoid Keyword Stuffing 

It’s possible to include too many keywords. This is called keyword stuffing. Trying to cram as many keywords into a sentence or title creates a bad experience for your customer and could deter them from clicking. 

In the listing below, someone searching for “salve” could also search for “cream”, “ointment” or “conditioner”. Although this title includes many good keywords to help it appear in Amazon’s search results, you can see that that it makes the copy sound unnatural. Instead of speaking to the customer, they are listing out the many different ways of calling the product. Remember that it’s always important to keep your writing natural-sounding and include benefits and use cases that will spark your customer’s interest. 

Too many keywords crammed into a title make it sound unnatural and hard to read

Can you Craft a Canonical URL from Your Product Title? 

If you follow a proper structure and include the more important keywords at the beginning of the title there is a possibility that Amazon will create a canonical URL.  

A canonical URL contains the first 5 words from your title followed by the product ASIN. This is especially useful because even if a customer begins their search on Google, if your canonical URL fits their search, your Amazon listing will rank higher and you might just have a new customer.  

For example, if you have a customer searching for “organic natural mosquito repellent” on a search engine and your title looks something like this: [Brand Name] organic natural mosquito repellent, your will have a higher chance of appearing in the search and this canonical URL will lead them to your product on Amazon. 

Although it doesn’t always work, it’s a good idea to keep this in mind when writing your listing title. 

Include Features, Benefits and Uses 

“The title is the only text your customer will see from the search page, so it should share important information. Every word counts.” 

The perfect Amazon product title should deliver as much valuable information as possible to your customer. A customer scans through dozens of results all displayed on one page and they want to be able to find information quickly. The more information they can gather about your product from the title, the more likely they are to click.  

How do you ensure you’re providing the right information?  

Focus on what speaks to the customer. Include the features, benefits and use cases of your product. 

  • feature explains something about the product,  
  • benefit answers the question “so what?”  
  • use case offers examples of how to use the product. 

What makes your product unique and how does it add value to the customer? Is it organic, hands-free, vegan, perfect for children, compatible with Apple, removable, multipurpose? If you know your product well, then you should be able to relate its value to your customers and understand how it can help them. Chances are, they’ll already be thinking about some of these things while scanning so if they see your title includes some of the words they had in mind, they’ll be more likely to click. 

Look at this example: 

This product title speaks to the customers and makes them want to click

The product is a bread mix. There are many features and benefits listed here. “Easy to make” will save you time, it’s delicious (mouthwatering), and is free of artificial ingredients, colours and flavours. And the use case example is great too – no machine needed!  

As a customer, I’m intrigued. There is already so much value just within the title that I want to learn more about this product and if it’s right for me. 

When you think about what value your product can provide your customer, you’re already a step ahead of your competition. Including features, benefits and use cases in your product title is crucial in standing out from other products because your customer will be scanning for the product that fits as many of their needs as possible. 

Follow a Structure for Your Amazon Product Title 

When setting up products on Amazon, it’s helpful to follow a structure for your product listings and titles. This gives your brand a consistent look, feel and message, which builds trust and familiarity. 

The structure for each category and product may be different, but we always recommend that you try to maximize the number of characters you use in your product title. Remember, people will be scanning the search results page for words that they find useful or relevant to their own search. 

Here are some more things to consider. 

Lead with the Brand Name 

We recommend beginning each title with the brand name. This not only helps you establish recognition if you’re just beginning to promote your products, but it helps customers easily identify what they’re looking for.  

Put the Most Important Information First 

Lead with the most important information. Even if you have up to 200 characters to use in your title, not everything will be visible. There is a cut-off point. Include the most relevant information first so that your customer can find what they’re looking for whether on mobile or desktop. 

Remember everything that’s important and valuable to a customer in a listing: 

  • Brand name 
  • Keywords 
  • Benefits 
  • Features 
  • Use cases  
  • Quantity, size, colour or packaging 

Once you have practiced with a few products it will all become easier. Keep practicing and always write with your customer in mind. 

Use your Characters 

Depending on the category of the product, titles can be up to 200 characters long. According to BlueBoard’s research, 90% of best-selling products use at least 50 characters and 42% use over 100. You should absolutely try to use as many characters as you can to showcase the features, benefits and uses of your product.  

Make it Readable 

As important as keywords are, it’s also important that your customer can read your title easily. We try to break up our titles into digestible sections using dashes to physically break up the text making it easier for a customer to scan. 

The Perfect Product Title Structure 

We like to follow a general structure for product titles, but it’s not always the case that it works with every product or category. Depending on the product, you may not have a lot of characters to work with. Perhaps your product is very straightforward and won’t need to delve into details. 

We usually modify our title structures for each product, but we like to start with a general structure that looks something like this: 

Brand Name Keyword – Descriptive Word, Primary Benefit, Keyword – Secondary Benefit Keyword – Tertiary Benefit or Use Case, Keyword – Colour / Size / Quantity (if in a bundle) 

Should you Hire a Professional? 

There are so many things to consider when starting your Amazon journey. There is a steep learning curve to product optimization and it’s often difficult to get everything right. From keyword research to copywriting to product photography, getting your products on Amazon requires a lot of time and expertise. 

You may want to consider hiring someone to help you optimize your products for sales. A professional will have access to all of the tools and already has the experience optimizing products from all sorts of categories.  

Reach out to us if you have any questions or are interested in learning about how we’ve improved sales for our clients. 

You your free Amazon product listing audit

Key Takeaways 

As you can see, there is much more that goes into a perfect Amazon product title than meets the eye. With some hard work and practice, you can optimize your Amazon product titles for conversions. 

Keep these key points in mind when crafting the perfect title: 

  • Put yourself in your customer’s shoes and imagine what they’re looking for
  • Always include relevant keywords
  • The perfect product title balances features, benefits and uses
  • A well-defined process will get you further
     

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