In order to sell your product on Amazon, you need to make sure that not only do you have the inventory to support selling on Amazon, but the marketing chops to drive customers to your product pages and then convert them on your product pages. There are about four things that customers notice when they search for products on Amazon: price, customer reviews, the photo, and the listing title. While you don’t have direct control over the customer reviews, you as the seller on Amazon do have control over the other three components. Since we’re a site focused on titles and headlines, we’re going to teach you how to write great Amazon listing titles so that you can sell more products.
Why Do Amazon Titles Matter?
There are two reasons why Amazon titles matter. First, they are how the customer first learns about what your product is if they can’t understand what’s in the photo. For example, if your photo is zoomed in on a feather, but you don’t say in your title that the product is a “cat toy,” customers may think you’re selling a duster.
Second, what you write in the title affects the Amazon SEO (Search Engine Optimization) which ultimately determines where your product shows up in the product listings (on the 1st page or the 99th). Amazon uses the keywords (see “Do Keyword Research” section below) in the title to influence what search terms your product listing ranks for. Also, the more customers that understand what your product is, the more clicks you will get which will help your rankings in the long run.
How Do You Write a Great Amazon Title?
Below we have outlined the steps you should take to create great Amazon titles that do well in SEO rankings and can generate higher clickthroughs and conversions.
Step 1: Follow the Amazon Title Guidelines
Amazon clearly outlines its title guidelines for FBA fulfilled products in Seller Central. In particular, your Amazon listing titles:
- Must be less than 600 characters including spaces. Check your word count here.
- Should include information describing the product such as “shoes” or “cat toy.”
- Should not include promotional phrases such as “free shipping,” “100% quality guaranteed,” etc.
- Should not include special characters.
Following these simple guidelines is a great first step to making sure your Amazon listings rank well.
While not in the official guidelines, there are some other general tips you should follow with your title:
- Include your brand/company name and manufacturer’s name if applicable
- Include the variant/color/size of the product if applicable (or said “colors vary”)
- Avoid using ampersands (&); instead, write out the word “and”
- Include your official product name
- Write numbers as numerals instead of words (8 versus eight)
Step 2: Do Keyword Research
If you don’t know what SEO (Search Engine Optimization) is, it’s a way of optimizing that language your use in your product listing to get free “organic” traffic from Amazon. The idea is that if a customer searched for your product with a keyword (let’s say “cat toys”), with SEO your goal would be to show up on the first page of search results (or even the first 4 results on that page) without pay for any advertising.
To rank well and optimize your SEO, it’s best to research what keywords customers are searching for and which ones have low competition (i.e. fewer sellers include these keywords, but a lot of customers search for them). Then include these keywords in your title to help Amazon understand that you want to rank for these keywords.
A simple way to do keyword research is to use a tool called Jungle Scout. Jungle Scout has a feature called “Keyword Scout” that will give you the easiest keywords to rank for based on your criteria and even shows you how frequently these keywords have been searched for over time.
Step 3: Capitalize Your Title Correctly
You need to make sure that your title is consistently capitalized using the correct style rules. We recommend using “Title Case” for all Amazon listing titles since it aligns with other listings and will ensure your listing title doesn’t stand out for the wrong reasons like obnoxious upper case titles.
In general, follow these title capitalization steps:
- Capitalize the first letter of every major word (excluding prepositions)
- Do not use all upper case
- Avoid sentence case when possible
You can use our free title capitalization tool to capitalize your title into Title Case automatically.
Step 4: Analyze Your Headline
As a final step, we recommend using our Headline Analyzer to evaluate your title on multiple criteria including readability, SEO, and sentiment. While Amazon titles generally score differently on this tool than blog titles, it gives you a good baseline for how customers will interpret your title.
A higher score can mean increased conversion and clickthrough rates, but you will need to experiment with it to see how it performs in your niche.
Hopefully, this article gave you a great place to start to improve your Amazon titles. We want to help you whether you are new to selling on Amazon looking for how to create your first product listing or a veteran looking to optimize your rankings. We are a community that loves headlines, titles, and capitalization so we wanted to provide you the best advice for writing your Amazon product listing titles.