Amazon Product Title Guidelines for the 2025 Title Policy Change

1. Introduction: Amazon Product Title Policy Changes

When it comes to Amazon listing optimization, your Amazon product title is absolutely crucial. Many copywriters will write the entire listing first, from bullets to product description, before even touching the Amazon title; writing one is a complicated exercise, and involves a combination of writing ability, Amazon SEO, and a certain awareness of branding and marketing. Before your customers even see your product listings, they’ll likely come across your listing title first. A good one will attract the right customer, help customers find the product that matches their search intent, and rank your product on the algorithm.

Things are about to get a bit trickier. Amazon is rolling out a product title policy change, which takes effect on January 21. Non-compliant titles will be reworded by Amazon, and you’ll be given 2 weeks to repair the title given the edits provided. If you don’t swoop in and amend your title, you’ll face one of two scenarios: at best, your product ranking will be affected; at worst, your listing faces suppression.

In other words, Amazon means business with this new policy change. It’s not the first time it’s happened, either; Amazon changes up its policy pretty regularly. They outlawed emojis in the listing a few years ago, then limited the back-end fields, forcing sellers to focus on plain copy and persuasive copywriting in the product information.

At the end of the day, staying compliant with the new policy will only help sellers. Amazon’s changing up its title requirements to “enhance clarity (and) improve the shopping experience,” to quote Carbon6. Granted, the new guidelines will pose challenges for Amazon sellers, which is why we’ve prepared this guide for you. Discover title guidelines, best practices, and more, so you’re prepared for the upcoming policy change.

Ready?

While you’re at it – make sure you implement the best practices for your Amazon product images as well, because these can supplement the copy to inform customers of your product’s features, attributes, and benefits. Check out our guide to localizing main images and secondary images.

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2. How to Optimize Your Amazon Product Title 

You’ll find lots of forums containing the specific policy change on Amazon seller central.

But since your YLT Translations friends care deeply about your success – here’s a checklist you can follow to make sure you’re compliant with Amazon title requirements this January 21:

1. General Compliance

• Adhere to Amazon’s updated title policies for your category.
• The title character limit is 200 characters
  • The Amazon product title character limit can change depending on different product categories. Make sure you check the limit. Amalytix has a list here, but you’ll also find out the specific Amazon product title requirements in your Seller Central account.
• Avoid promotional phrases (e.g., “Best Seller,” “Hot Item,” or “Free Shipping”).
• Exclude subjective claims (e.g., “Fantastic,” “Amazing”).

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2. Formatting Rules

• Capitalize the first letter of each word except for conjunctions, prepositions, and articles (e.g., “and,” “of,” “the”).
• Use numerals for numbers (e.g., “12” instead of “twelve”).
• Abbreviate measurements (e.g., “in,” “oz,” “cm”).
• Avoid all caps (except for standard acronyms, e.g., “USB”).
• Use proper punctuation to improve readability (e.g., commas, hyphens, pipes).
• Exclude special characters and symbols (e.g., !, *, #, &, %, $). Commas, ‘|’ and ‘;’ are allowed.
• Special characters in brand names (e.g., !, {, }) are exempt if entered in the “Brand name” field.

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3. Essential Information

• Include the brand name at the start of the title.
• Clearly identify the product type (e.g., “Water Bottle,” “Running Shoes”).
• Highlight the key features (e.g., “Insulated,” “Bluetooth Compatible”).
• Add specific product attributes (e.g., “Color,” “Size,” “Material,” “Quantity”).
• Use concise, descriptive language to maximize clarity.

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4. Keywords and SEO

• Conduct Amazon-specific keyword research to find relevant terms.
• Include primary keywords early in the title for better ranking.
• Avoid keyword stuffing—keep titles readable and natural. Do not repeat the same word twice in a title.
  • Incidentally, Amazon allows the use of a word thrice, provided that one of those times is used in a different context, i.e. in a brand name. For example, “TechGear Mobile Phone Accessories Cell Phone Holder – Compatible with Most Mobile Phones.” The brand name is “TechGear Mobile Phone Accessories,” so “mobile phones” can be used again.
• Optimize the first 80 characters for mobile search visibility.
• Singular and plural forms are counted as the same word

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5. Parent and Child ASINs

• Use a general title for Parent ASINs (e.g., “Men’s Running Shoes”).
• Add specific details (e.g., color, size) to Child ASINs for product variations.

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6. Localization and International Compliance

• Translate titles accurately for non-English markets.
• Adapt titles to meet local regulations and consumer behavior.
• Ensure all measurements and units are appropriate for the target region (e.g., “cm” vs. “in”).

Keep in mind that keywords differ per market; translating keywords isn’t a good idea, because different cultures call things differently. We always recommend localizing your content, and working with experts to make sure your listing is localized properly. Read our guide on the best practices for Amazon listing translation and localization.

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7. Testing and Review

• A/B test titles using Amazon’s “Manage Your Experiments” tool to identify high-performing versions.
• Verify readability on both desktop and mobile devices.
• Regularly update titles every 90 days with new keywords and features.

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8. Prohibited Content

• Do not include pricing or promotional terms (e.g., “50% Off”).
• Avoid time-sensitive language (e.g., “New Arrival,” “2025 Model”).
• Exclude competitor brand names or unauthorized claims.
• Ensure titles do not contain offensive or obscene content.

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9. Quality Assurance

• Proofread for grammatical errors and typos.
• Confirm alignment with product images and listing details.
• Regularly check for compliance updates from Amazon.

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Sellers can view non-compliant titles in “Manage All Inventory.”

3. What is the Policy Change’s Impact on Sellers?

Amazon product title optimization is crucial for sellers looking to maintain visibility and prevent listing suppression, especially in light of the changes that Amazon recently announced. Nevertheless, these updates, particularly around keyword usage and long-tail keywords (which will most likely have repeating words) can inadvertently affect your SEO performance. Here’s what to know about the risks of non-compliance, the importance of localization, and strategies for maintaining your organic ranking.

1. Non-Compliance with Amazon Product Title Guidelines: Listing Suppression and Lower Rankings

Amazon recommends these changes in order to improve user experience and maintain consistency across listings. Failure to comply can result in significant penalties, including:

• Listing Suppression: Non-compliant titles may be flagged and removed from search results, drastically reducing visibility. Common violations include exceeding character limits, using promotional language, or including special characters.
• Lower Search Rankings: Titles that do not align with Amazon’s formatting and keyword guidelines are deprioritized by the A9 algorithm. Poor adherence can reduce your product’s relevance and diminish its discoverability.

To avoid these pitfalls:

• Regularly review Amazon’s title guidelines for your category.
• Perform compliance checks on existing listings using tools like Helium 10 or Data Dive.
• Conduct audits on suppressed or underperforming listings to identify non-compliance issues.

2. Amazon Product Title Optimization on a Global Scale: Localized Marketplaces

Adapt your product detail page to all the marketplaces you sell in, in order to drive sales and maintain compliance. Amazon’s policies and consumer expectations vary per region – this is why localization must be a key factor in your global strategy.

Why Localization Matters:

• Policy Variations: Title character limits and formatting rules may differ across marketplaces. For example, a title that adheres to U.S. guidelines may exceed limits in the EU or Asia.
• Cultural Preferences: Customers in different regions may prioritize specific attributes. A German customer may look for technical specifications, while a Japanese customer may value compactness or aesthetic appeal.
• Keyword Differences: Direct translations of keywords may not align with local search trends. Conduct localized keyword research to ensure your titles remain relevant.

Best Practices for Localization:

• Tailor keywords to each marketplace by conducting new keyword research for every market you sell in.
• Include region-specific units of measurement and product attributes (e.g., “inches” vs. “centimeters”).
• Partner with translation experts or services like YLT Translations to create culturally appropriate titles.

3. How Can You Maintain the Organic Rank of Your Amazon Listing?

It’s a common practice: your optimized Amazon listing title contains at least 2 long-tail keywords in order to trigger the algorithm to pay attention to you. We all know that a good product title is the backbone of any healthy Amazon product listing. Now, given that Amazon is limiting repeated words to 2x per listing, there’s no doubt that the product listing titles won’t be responsible for much of your ranking potential anymore.

Titles that used to include multiple keyword variations now need to be concise, potentially limiting your ability to target various search queries.

How Title Restrictions Affect SEO:

• Keyword Overlap: Many long-tail keywords contain the same root keyword. If you include fewer variations in your title, your product may rank for fewer search queries.
• Reduced Keyword Diversity: The new character limits force sellers to prioritize some keywords over others, potentially narrowing your visibility in search results.

Strategies to Maintain Organic Ranking:

1. Utilize Backend Keywords: Include additional long-tail keywords in the backend search terms of your listing. This allows you to target relevant queries without cluttering your title.
2. Leverage Your 5 Amazon Bullet Points: Use the product features section to expand on the keywords you couldn’t include in the title. Highlight secondary long-tail keywords naturally within this space.
3. Optimize A+ Content: Amazon’s A+ content is a valuable area to reinforce your keywords. Use descriptive text to enhance keyword relevance while providing additional product information. Also, make sure to add alt text to the images.
4. Conduct Regular A/B Testing: Experiment with different title variations using Amazon’s “Manage Your Experiments” tool to identify the best-performing keywords and structure.
5. Monitor Keyword Performance: Use tools like Helium 10 or Jungle Scout to track how your keywords are ranking and identify gaps caused by title restrictions.

Given that Amazon enforces its policy changes pretty stringently, it’s probably a good idea to explore other optimization tips in order to retain your SEO score. Titles must still carry relevant keywords, and explain the features and benefits of your product, because ultimately, the title will still drive traffic to your main product listing. It may be a bit tough now to optimize your product title because of these new restrictions, which vary from what we’re used to, but don’t worry…you’ll get used to it.

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4. Best Practices for Amazon Product Titles

So, here are some Amazon product title best practices to help you adjust to this new ruling. Remember that each product on Amazon is different, so experiment with these best practices, and see what works for your product catalogs.

Here’s a basic formula for great Amazon product titles:

[Brand Name] + [Product Type] + [Key Features] + [Material/Size/Color]

Example:

SummitEdge Activewear Leggings – High-Waisted Compression Tights for Women, 4-Way Stretch, Moisture-Wicking, Black, Sizes XS-XXL

Key Tips:

1. Prioritize Readability: Titles should be clear and flow naturally. Avoid cramming keywords together, as it disrupts readability and can confuse customers.
2. Focus on Customer Intent: A strong product title uses words that highlight what buyers care about most (e.g., functionality, comfort, size, material). Think about how the product solves their problem.
3. Avoid Keyword Stuffing: Use each keyword only once unless it’s part of a different context (in other words, the keyword is part of the brand name) – twice, if you have absolutely no other choice. Repeating keywords excessively can make the title look spammy and harm SEO. Keep the most relevant Amazon keyword at the beginning of the title, and include different attributes of the product to help customers gauge if it’s the right product for them from the title alone. A good title will help increase click-through rate while diminishing your bounce rate, and will contribute to the health and rank of an effective product listing.
4. Exclude Promotional Phrases: Avoid subjective terms like “best,” “premium quality,” or “limited-time offer,” as Amazon’s guidelines prohibit them in titles.

Keep in mind that the policy takes effect on January 21, 2025, so you don’t have much time to swoop in and create a new Amazon title per listing. But if you have the bandwidth and the resources, try to create different titles and market test them on platforms like Product Pinion and PickFu.

A title that consists of these best practices can help your product rank in spite of the policy changes.

A good rule of thumb is to keep mobile optimized titles to 80 characters; usually, it’s good practice to see if the first 80 characters of your title make sense for customers viewing your listing on their mobile phones. Concise titles are key for mobile optimization.

Follow these best practices for creating titles, keep your title length within the rules of the policy, and make sure you follow the strategies that Amazon advises, and you should do well past the implementation date of January 21.

Keep in mind that this blog was written with the guidelines set forth by Amazon as of the date of publishing, and things may change past January 21. It’s always a good rule of thumb to monitor your Seller Central account to see if Amazon advises any more changes to your product titles, even if you followed the rules and guidelines to the letter.

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5. A Localized and Optimized Amazon Product Title

The best way to dominate Amazon FBA in all the markets you sell in is through careful, targeted, and adept localization of your listings. It’s not enough to run your content through machine translations like Google Translate or ChatGPT and hope that the translated keywords will rank the same way they rank in your home country; that’s because it’s crucial to take many things into account, such as cultural nuances, slang and jargon, and naming conventions.

We will always maintain that the best way to trigger Amazon search for your product in every single market is to generate new keywords for every market you sell in, and adapt the copywriting and content accordingly.

Also, keep in mind that the type of product you sell will be received differently in different markets; for example, a “Mr. & Mrs.” line of clothing did well in the USA, but fell flat in Germany, because the product just didn’t resonate with the German customers.

For more examples of Amazon products that did well abroad – and, similarly, failed spectacularly – make sure to follow Jana on LinkedIn. Occasionally she’ll publish case studies on brands who’ve mastered international expansion, and some of the common mistakes that other brands have made.

As you localize your content, also the title should reflect the cultural nuances, language preferences, and search behaviors of the target audience to ensure relevance and maximize engagement in each marketplace. Your entire product catalog needs to be optimized within the Amazon product title policy changes; these rules will take effect across every single marketplace, so make sure you follow the rules. Don’t risk your product being hidden due to non-compliance.

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6. Conclusion: Be Sure to Stay On Top of These Title Changes

A well optimized Amazon product listing is starting to look very different. Before, sellers could rely on keywords to get found; now, guidelines are shifting sellers towards more customer-centric selling strategies.

Optimizing your titles to comply with the new guidelines being implemented on January 21 is a non-negotiable. Make sure you stay on top of things like Amazon title length, non-repetition of root keywords, descriptive and persuasive copywriting, and so forth, to maximize click through rate and maintain your organic ranking.

Keep in mind that this blog was written based on the policy guidelines published by Amazon, but the exact implementation will depend on you. You’ll have a 2-week period after the implementation of the policy to review title changes proposed by Amazon, just in case there may be nuances here or there we may have missed out on. It’s quite possible that the policies may change depending on the category you sell in, or for large product catalogs, or even the countries you may sell in, so be sure to monitor your account to check for compliance.

As always, YLT Translations is here to help, so drop any questions you may have, or send us an email at info@ylt-translations.com. We’ll do our best to take care of you! Navigating these changes isn’t easy, but hey, the life of an Amazon seller is all about change and adaptation. Consider this par for the course, and an opportunity to edit your listings so they speak to your customers more eloquently.

Good luck – let us know how it goes!