How to optimize your Amazon product listing

How to Optimize Your Amazon Product Listing Title

How to Write an Amazon Product Listing Title in 2019

A common question many Amazon sellers have is: “How can I improve organic search traffic to my listing and improve my rank?”

An easy answer/solution to this question is:  Optimize your product listing title! 

Just a few simple fixes to your title will help you in three basic ways:

  1. Products will be easier to find organically (because Amazon's algorithms scan titles a certain way)
  2. Conversion rates will improve (because you are giving shoppers descriptive information)
  3. Your rank will improve (because your conversion rates improved)

How to Write your Amazon Search-Friendly Listing Title in 3 Easy Steps

Amazon wants sellers to answer questions in the title.

  1. WHO is selling the product.
  2. WHAT the product is.
  3. WHY the product is special.

In that order.

Start with “WHO”

Amazon considers the brand name a “credibility and trust” factor in search.

For example, Nike and Adidas both sell men's running shoes.

But, many shoppers have a preference between the brands for a number of reasons (style, fit, comfort, the perception of quality, value, etc.)

Some people like Nike, while others like Adidas.

Establishing your brand name in front of your main keywords helps to separate yourself from all other sellers in the marketplace selling similar products.

Follow with “WHAT”

This is where you are going to describe as accurately as possible, WHAT your product is.  It's not about features or benefits.

It's about WHAT you are selling.

Is it a stainless steel garlic press?

Or is it wireless noise-canceling Bluetooth earbuds?

Convert with “WHY”

This last part is crucial to selling your item as much as it is for improving search rank.

You want to stand out from the rest of the crowd by giving shoppers a reason to click to your listing and learn more about why your product is better than the competitors.

The best way to do this is by following your main product keywords with main product features that people are looking for that are associated with your product.

For example, most people will start a search on a product they are looking for with some basics.

Like “portable powerbank”

So what?

WHY is your portable powerbank better than some other sellers?

-It's “fast charging”

-It is “compatible with iPhone 7, Samsung Galaxy 8”

-It is “high capacity”

 

amazon product title example

Know the Rules

It is important to understand Amazon has specific rules with regard to writing listings.  Here they are for titles:

Product title guidelines

Length:

Use 50 characters maximum as a general rule.

Capitalization:

  • Capitalize the first letter of each word
  • Do not use ALL CAPS
  • Conjunctions (and, or, for) and articles (the, a, an) should not be capitalized
  • Don't capitalize prepositions with fewer than five letters (in, on, over, with)

Numbers and symbols:

  • Use numerals (2 instead of two)
  • Spell out measurements ( 6 inches not 6″ )
  • Don't use symbols, such as ~ ! * $ ?
  • Don't use Type 1 High ASCII characters (Æ, ©, ô, etc.)

Product information:

  • Include the size and color in “child” ASINs for variations1
  • Don't include price or promotional messages, such as “sale” or “freeship”
  • Don't use subjective commentary, such as “Hot Item” or “Best Seller”
  • Your merchant name for Brand or Manufacturer information should not be included unless your product is Private Label.

In Conclusion

Optimizing your title isn't difficult, but it does take some practice.

If you don't know if you're doing it right, look at what the page one sellers in your product's category are doing.

Use listing analytics tools like JungleScout Pro to view listings by “Listing Quality Score” and search for listings that have a score of 7 or higher.  This would indicate a listing that contains an optimized title, bullets, images, and description.

Take note of these optimized listings and use these as a framework for building out better listing content for your products.