How to Create Effective Product Titles

This article walks you through creating product titles on Amazon and explains what to do and what not to do.

Do's and Don'ts

1. Relevance

Do: Choose a title that describes the product precisely and only use relevant information.

Don't: Don't use exaggerated or misleading phrases in your title.

2. Keywords

Do:

• Integrate keywords into the title that potential customers may search for. You can check the most searched keywords in the emax digital tool under Search → Keywords (Search Frequency).

• Consider keywords with high search volume and low competition to maximise your chances of ranking well in search results. Identify both general keywords and long-tail keywords that are more specific to your target audience.

• Competitor analysis: You can also check which keywords your competitors are using. In the emax digital tool, navigate to Market Insights → Visibility in Search → per ASIN – Organic Search.

Don't: Don't overdo it with keywords — three keywords on top of the brand and product name are enough. And don't use multiple keywords that are too similar to each other or include the same words.

3. Length

Do: Keep the title concise and informative. Amazon recommends a maximum of 200 characters per title.

Don't: Don't include unnecessary details that overload the title.

Amazon Benchmarks

Amazon has guidelines and benchmarks for product titles that you have to follow:

• The title should never contain advertising phrases such as "free shipping" or "100% quality guarantee". You can view a full list of prohibited search terms here: https://sellercentral.amazon.de/help/hub/reference/GYTR6SYGFA5E3EQC

• The title should not include decorative characters such as ~ ! * $ ? _ { } # < > | ; ^ ¬ ¦.

• Do not use subjective comments such as "coveted item" or "bestseller".

• Titles must contain information that serves to identify the product, such as "Hiking Boots" or "Umbrella".

Overview of Amazon Title Recommendations by Category