If you are an Amazon seller, you know that having a well-optimised product title is key to driving sales on Amazon. Getting your product titles right is one of the most critical components of Amazon Listing Optimisation.
There are many reasons why Amazon product titles are so important. First, they affect how your listing ranks on the Amazon search results page. As Amazon’s on-site search is one of the most effective ways to drive traffic to your product detail pages (PDPs), the importance of this factor cannot be stressed enough. On average, 81% of all users will click on a search result on the first results page, and the top 3 search results will attract the lion’s share of these clicks. Improving your ASIN's search ranking for a high search volume keyword can be a real game changer.
The more you fine-tune and optimise your PDP titles, the higher the likelihood your products (or ASINs as they are called on Amazon) rank in the top spots for relevant search queries. Moreover, a well-optimised title can help you attract more clicks. A title that communicates product specs and benefits well will have a higher click-through-rate (CTR) than a generic, short title that does not entice users to click (or buy). Finally, a good title can help you stand out from the competition by highlighting essential product differentiators.
Thus, you should aim to write titles that are relevant to your users while also covering crucial keywords to help propel sales to new heights.
Finding the right keywords can be a daunting task. How do you know which keywords are most relevant to your product? And how do you ensure you're using the right keywords in your title?
The good news is that there are several ways to find relevant keywords for your product. Amazon keyword research aims to identify search terms with a high monthly search volume that are relevant to your product. First, you can use Amazon's keyword tool to conduct keyword research. This tool is designed to help sellers find the right keywords for their products. You can access it via the Amazon Advertising Platform. However, an active Amazon Advertising Account is required to use this tool. You can also use popular 3rd party tools such as Helium10 or JungleScout to conduct your keyword research. The information provided by these tools is not 100% accurate, but it is usually a close approximation. These tools also provide additional information such as monthly search volume, target Cost-Per-Click (CPC) or keyword difficulty. With Helium10 you can also do a reverse keyword lookup. The tool “Cerebro” is part of the Helium10 platform, and you can use it to identify keywords your current Amazon listings already rank for. This task is critical as it is much easier to improve an existing keyword ranking than to start ranking for a new keyword.
Once you've found a few relevant keywords, use them in either your ASIN title, the ASIN bullet points or the listing backend. Try to use them in a way that sounds natural. Note that the Amazon search algorithm does not consider A+ content.
The most important titles should ideally be included in the ASIN title. When writing titles, always follow Amazon’s latest official guidelines. You can find them here.
Remember that your product title must not exceed 200 characters (including spaces) unless your product falls into one of the few categories with other limitations. It is also essential to consider that titles on mobile devices are typically truncated after 80 characters. So, conveying critical information at the beginning of the title is crucial.
When adding keywords to your title, focus on common product descriptors. Users may refer to a “clothes airer” as a “laundry rack” for example. Your keyword research will indicate which terms are more frequently used (or if you should include both in your title). Also, you may want to further communicate specific USPs in your product title. The resulting final product title could for example be:
[Your Brand] Clothes Airer and Laundry Rack - Indoor Use, Foldable, 2-Pack
As you can see, the title clearly communicates what the product is, the main benefits, and how many items are included.
Here are a few additional considerations when writing Amazon product titles:
- You titles should not be written in all caps
- Capitalise the first letter in each word. Exceptions are joining words such as “with”, “and”, etc. which should not be capitalised
- Where possible, use numeric values instead of spelling out numbers. This will also help reduce your character count
- Refrain from using ASCII characters and special characters such as the ampersand (&)
While it is important to include relevant keywords in your Amazon product title, you don't want to go overboard. At Impala Services we have observed that writing highly “keyword stuffed” product titles can have a negative impact on CTR. There is also a detrimental effect to your brand. While adding more keywords will help increase search exposure, your brand also blends in with generic Amazon sellers, negatively impacting your ability to create a strong brand. On the other hand, creating systematic and highly consistent product titles will make it easier for users to recognise your brand and differentiate between related products in your portfolio.
In summary, you must strike a balance between tactical keyword optimisation and long-term brand building for long-term success on Amazon. Contact us for a free consulting session if you need more support on creating effective Amazon Product Titles.