Did you know that Amazon made its title policies more stringent for sellers around the end of January 2025? The purpose of these new regulations is to prevent merchants from creating titles that are too extensive, ambiguous, and packed with information, which ultimately causes more harm than benefit.
To be honest, we’re still shocked by the sheer number of sellers who write clumsy, keyword-stuffed titles, even those with hundreds of ratings. It appears as though they are simply packing in words without considering readability!
We created this blog just to help you comprehend the new guidelines, create better titles, and get them properly optimized. By following these guidelines, you’ll not only maintain compliance but also improve your listings’ visibility to Amazon’s algorithm and potential buyers.
Are titles really that important?
Of course! To believe otherwise would be insane. One of the first things a buyer notices about your product is its title. They are the first piece of information about your product and have an effect on your click-through rates. Therefore, it makes sense to work hard to make your titles as effective as feasible.
The truth is that you must work hard because your title must be appropriate for both Amazon’s algorithm and real customers. You don’t want to stuff it with so many keywords that it becomes unreadable, but you also don’t want it to be too short or vague, missing the important keywords that help it rank.
The importance of titles for ranking has also been highlighted by Amazon themselves. Although the relative importance of descriptions and bullet points has not been made clear, titles are one of the most powerful ranking variables. Your title may therefore be a major factor in your product’s poor organic rating.
What are Amazon’s changed rules for titles?
Amazon has rolled out new product title rules to clean up messy, keyword-stuffed, and overly long titles that make shopping harder for customers. If you’re still writing titles like “Best Baby Boy Outfit Set | Winter Fall Clothes for Baby Boy | Long Sleeve Overalls Romper Set | Soft Cotton Cute Baby Boy Outfit for Christmas,” you need to rethink your approach.
And honestly, they’ve a strong reason to change title rules. Product titles have become longer and sometimes include redundant wording or characters that can decrease customer confidence. Just look at the screenshot below—see how ridiculously long and cluttered that title is? It barely makes sense! Amazon doesn’t want listings filled with spammy, keyword-stuffed titles showing up everywhere. And let’s be real, neither do customers.
1. Title length limit: 200 characters max
Your product title cannot be longer than 200 characters, including spaces.
This applies to most product categories.
- Example of a good title (within 200 characters): “Stainless Steel Insulated Water Bottle – 32oz, Leakproof, BPA-Free, Keeps Drinks Cold for 24 Hours – Black”
- Example of a bad title (too long, exceeds 200 characters): “High-Quality Stainless Steel Insulated Water Bottle – Large 32oz Size, Leakproof, BPA-Free, Perfect for Gym, Hiking, and Camping – Keeps Drinks Ice Cold for 24 Hours and Hot for 12 Hours – Matte Black”
2. No special characters like !, $, ?, _, {}, ^, ¬, or ¦
These symbols are not allowed in titles unless they are part of a brand name. If your product title includes these characters, you need to remove them.
- Example of a good title (no special characters): “Organic Vitamin C Serum – Anti-Aging Face Serum with Hyaluronic Acid & Vitamin E – 30ml”
- Example of a bad title (contains ! and $ which are not allowed): “Best Vitamin C Serum for Face! 100% Organic & Natural – Only $9.99 – Limited Time Offer”
3. No repeating the same word more than twice
A word cannot appear more than two times in the title. Exceptions are prepositions (in, on, for), articles (the, a), and conjunctions (and, or).
- Example of a good title (words not repeated more than twice): “Wireless Bluetooth Earbuds – Noise-Canceling, Waterproof & Long Battery Life – Black”
- Example of a bad title (repeats “Bluetooth” and “Earbuds” too many times): “Bluetooth Earbuds – Best Bluetooth Wireless Earbuds for Running – Bluetooth 5.3 Earbuds”
What happens if your titles don’t follow these rules?
- If your product title doesn’t meet these rules, update it now to avoid issues. Hire Amazon SEO experts to professionally create Amazon titles.
- From January 21, 2025, Amazon will start enforcing these rules.
- You can check and fix non-compliant titles in the Manage All Inventory section.
- If you don’t update your title, Amazon might suggest a new one for you.
- Brand owners will have 14 days to accept or modify Amazon’s suggested titles before Amazon automatically updates them.
Amazon’s guidelines for writing titles
1. Titles must be 200 characters or less
Amazon has a strict 200-character limit, including spaces. However, shorter titles (80-120 characters) tend to perform better, especially on mobile devices. Some categories may have exceptions, but for most products, 200 characters is the absolute max.
Examples:
- Good: “Columbia Men’s Waterproof Hiking Boots, Leather, Size 10 – Brown”
- Bad: “Columbia Hiking Boots for Men – Waterproof Hiking Boots for Men – Leather Trekking Shoes for Outdoor Adventures – Brown, Size 10” (Too long and repetitive)
2. No promotional phrases
Phrases like “Free Shipping,” “Best Seller,” “100% Guaranteed,” or “Limited Time Offer” are not allowed. Amazon wants titles to describe the product, not sell it with hype.
Examples:
- Good: “Samsung 55-Inch 4K Smart TV with Alexa Built-In, HDR10, 120Hz Refresh Rate”
- Bad: “Samsung 55-Inch Smart TV – FREE SHIPPING – 100% Best Deal! Limited Time Offer!”
3. Certain special characters are not allowed
- You cannot use: !, $, ?, _, {}, ^, ¬, ¦.
- Some symbols are allowed only in specific cases: ~, #, <, >, * → Allowed for product identifiers or measurements only.
- Hyphens -, forward slashes /, commas ,, ampersands &, and periods . → Allowed in general
Examples:
- Good: “Style #4301 High-Performance Running Shoes – <10 lb, Black, Size 9”
- Bad: “🔥🔥BEST Running Shoes!! SALE <Hurry Up!> Buy Now! #1 Seller!!”
4. Titles must be clear, concise, and easy to read
Titles should only include essential information—no extra fluff or unnecessary keywords.
Recommended structure:
- Brand name
- Flavor/style (if applicable)
- Product type
- Key feature or unique selling point
- Color and size
- Pack count (if needed)
Examples:
- Good: “Sony Noise-Canceling Wireless Headphones, Over-Ear, Black, 30-Hour Battery”
- Bad: “Wireless Headphones, Noise-Canceling, Great Sound Quality, Long Battery Life” (Too vague)
5. No repeating the same word more than twice
The same word cannot appear more than two times in a title. While Amazon allows up to 200 characters, they recommend 80 or fewer because long titles get cut off on mobile.
Examples:
- Good: “Winter Outfit Set for Baby Boys – Long Sleeve Shirt & Pants, Cotton”
- Bad: “Baby Boy Outfits Baby Boy Winter Clothes Baby Boy Long Sleeve Outfit” (Repeats “Baby Boy” too many times)
6. No keyword stuffing or unnecessary synonyms
Amazon does not want keyword-stuffed titles that try to manipulate rankings. Keep it natural, readable, and focused on what customers actually need to know.
Examples:
- Good: “iPhone 14 Pro Max Case – Shockproof, Slim Fit, Black Silicone”
- Bad: “iPhone 14 Pro Max Case – Best iPhone Case, iPhone Pro Max Case, iPhone 14 Cover, iPhone Protective Case”
7. Put the most important details first
Amazon suggests this order for maximum clarity:
- Brand Name
- Flavor/Style (if applicable)
- Product Type
- Key Features (Selling Points)
- Color & Size
- Pack Count (if needed)
Examples:
- Good: “Amazon Fire HD 8 Tablet – 8” HD Display, 3GB Memory, 32GB Storage, Black”
- Bad: “8” Display Tablet Fire HD Amazon, Black, 32GB, 3GB Memory” (Poor word order)
8. Variations should only appear in child ASIN titles
For products with variations (like different sizes or colors), the parent ASIN title should be general, while child ASINs should specify the variations. The child title only appears in the cart, so make sure it has the right variation info.
Correct:
- Parent title: “Amazon Essentials T-Shirt”
- Child title: “Amazon Essentials T-Shirt, White, Medium”
Incorrect:
- Parent title: “Amazon Essentials T-Shirt, White, Medium”
9. No ALL CAPS (except brand names if required)
Titles should not be in all caps. Capitalize the first letter of each word, except for small words like in, on, for, and, the, etc.
Examples:
- Good: “Apple MacBook Pro 16-inch Laptop, M3 Chip, 16GB RAM, Silver”
- Bad: “APPLE MACBOOK PRO 16-INCH LAPTOP, M3 CHIP, 16GB RAM, SILVER”
10. Use numerals instead of spelling out numbers
Always use “2” instead of “two”, “10oz” instead of “ten ounces”.
Examples:
- Good: “Bluetooth 5.3 Wireless Earbuds – 20-Hour Battery, Noise-Canceling”
- Bad: “Bluetooth Five Point Three Wireless Earbuds – Twenty Hour Battery, Noise Canceling”
Best practices for creating titles
1. Structure your title for maximum impact
A strong Amazon product title follows a structured format that ensures clarity and visibility. The ideal format includes: Brand name + product type + key features (size, material, color, benefits) + quantity/model (if applicable).
For example: Xyz stainless steel coffee maker, 12-cup capacity, auto shut-off, black
This format keeps the title organized, helping both customers and Amazon’s algorithm understand the product. Avoid vague or incomplete titles like:
- Incorrect: Xyz coffee maker (too broad, lacks essential details)
- Correct: Stainless steel kitchen gadget – best for coffee lovers (unclear and includes a promotional phrase, which Amazon does not allow)
2. Use relevant keywords without stuffing
Keywords help your product rank in search results, but overloading your title with too many keywords makes it look unnatural and unappealing. Focus on adding high-traffic, relevant keywords that match what buyers are searching for.
- Incorrect: Abc Bluetooth wireless earbuds, noise-canceling headphones with mic, 30-hour battery life, black
- Correct: Bluetooth wireless earbuds noise-canceling earbuds wireless headphones Bluetooth mic best seller (unnatural and repetitive)
Use keyword research tools to find the best keywords and incorporate them smoothly without overloading the title.
3. Prioritize key features and benefits
Your title should highlight the most important details that influence purchasing decisions. Instead of listing technical specs in a generic way, frame them in a way that explains how they benefit the customer.
- Incorrect: Ghi yoga mat, 6mm thick, eco-friendly (plain and lacks appeal)
- Correct: Ghi non-slip yoga mat, 6mm thick, eco-friendly material, extra cushioning for joint support (includes a key benefit—extra cushioning)
4. Keep the title clear and readable
Clarity and readability are essential for making your title easy to scan. Avoid unnecessary words, excessive punctuation, and overly complex phrasing.
Use commas or dashes to separate details:
- Correct: Jkl women’s cotton t-shirt, v-neck, short sleeve, sizes s-xl, red
- Incorrect: Jkl women’s cotton t shirt v neck short sleeve sizes small medium large red (hard to read)
Stick to sentence case (only capitalize the first word and proper nouns)
- Correct: Abc adjustable car phone holder, dashboard mount, 360° rotation, universal fit
- Incorrect:ABC ADJUSTABLE CAR PHONE HOLDER, DASHBOARD MOUNT, 360° ROTATION, UNIVERSAL FIT (shouting and unprofessional)
Avoid all caps except for brand names. It looks spammy and is against Amazon’s guidelines.
5. Follow Amazon’s formatting and compliance rules
Amazon has strict guidelines for product titles. If you don’t follow them, your listing might get suppressed or have reduced visibility.
- Character limit: Keep titles under 200 characters, but aim for 80-100 for better readability.
- No promotional phrases: Avoid words like “best seller,” “limited offer,” “hot deal.”
- Category-specific rules: Some categories require details like size or color. Always check Amazon’s style guide for your category.
6. Use numerals instead of spelling out numbers
To save space and improve readability, always use numerals instead of writing out numbers. Numbers stand out visually, making titles easier to scan.
- Correct: 12-piece nonstick cookware set, induction compatible, dishwasher safe
- Incorrect: Twelve-piece nonstick cookware set, induction compatible, dishwasher safe
7. Hire Amazon product ranking service for optimized titles
Amazon ranking experts can suggest optimized product titles based on search trends and competitor data. They help identify relevant keywords, improve readability, and ensure compliance with Amazon’s rules.
Need help optimizing your product titles? Work with our Amazon management experts to make them more effective and search-friendly.
