Product title requirements and guidelines

The product title or product name (the Item name field on the List your products page) is the first thing that customers see when they search for a product on Amazon. Titles must clearly and concisely describe key product information. Clear titles help customers to identify, differentiate and compare products, making it easier for them to make decisions and increasing the likelihood of a sale.

Product title requirements

Title requirements apply to all product types, except media product types , in all of our worldwide stores. In order to list a product for the first time, your title must meet the below requirements. If your product is already listed and the title doesn’t comply with these requirements, the title might be automatically corrected or it might not appear in our search results.

Follow these criteria when creating product titles:

• Titles must not exceed 200 characters, including spaces. Refer to Title length criteria exceptions for a list of exceptions to this requirement.
• Titles must not contain promotional phrases, such as “free shipping ” or “100% quality guaranteed ”.
• Titles must not use the following special characters: !, $, ?, _, {, }, ^, ¬, ¦. Other special characters, such as ~, #, <, > and *, are only allowed in specific contexts. For example, you may use these symbols as product identifiers (“Style #4301”) or measurements (“<10 lb”). Decorative usage of special characters is not allowed. For example, the title “Paradise Towel Wear Co. Beach Coverup << Size Kids XXS >>” is non-compliant because of the excessive use of symbols around the size.
• Titles must contain the minimum amount of information that can be used to clearly describe the product, such as “Amazon Essentials Dress”, “Columbia Hiking Boots” or “Sony Headphones”.
• Titles must not contain the same word more than twice. For example, “Baby Boy Outfits Baby Boy Autumn Winter Clothes Baby Boy Long Sleeve Suspender Outfit Sets” is a non-compliant title.

Product title guidelines

Creating high-quality product titles is crucial for driving discoverability and conversions. Customers quickly scan search results, so ensuring that your title captures the most important product information is key to making your listing discoverable. Additionally, overly long or cluttered titles can be difficult to read. Therefore, the ideal title should concisely reflect the key information about the physical product, without excessive detail or non-essential elements.

The following guidelines are best practices that you may want to consider to provide the best possible customer experience:

• Keep titles concise. While 200 characters is the maximum allowed, we recommend that you use 80 or fewer characters because mobile screens truncate long titles.
• Don’t include redundant information, unnecessary synonyms or excessive keywords in the product title.
• Only include the information that will help customers quickly recognise and understand the product. Order the words to reflect the most important product information upfront. You may consider the following order, if applicable:
  • Brand name
  • Flavour/style
  • Product type name
  • Key attribute (that is, the unique selling proposition of the product)
  • Colour
  • Size/pack count
  • Model number
  For example:
  • Amazon Fresh Decaf Colombia Whole Bean Coffee, Medium Roast, 12 Ounce (Pack of 3)
  • Amazon Fire HD 8 Tablet, 8” HD Display, 3-GB Memory, 32-GB RAM, 512 GB, Black
  • Amazon Essentials Toddler Girls’ Short-Sleeve Pique Polo Dress
• For products that have variations, include the size and colour variations in the title of the child ASINs and not in the title of the parent ASIN. The detail page displays the title of the parent ASIN and the title of the child ASIN will only appear once the ASIN has been added to the customer’s basket. The child ASIN title will not appear on the product detail page.
  • Example parent title: Amazon Essentials T-Shirt
  • Example child title: Amazon Essentials T-Shirt, White, Medium
• Do not use ALL CAPS.
• Capitalise the first letter of each word, except for prepositions (in, on, over, with) , conjunctions (and, or, for) , or articles (the, a, an) .
• Use numerals: “2” instead of "two" .
• Only use standard letters and numbers. Don’t use non-language ASCII characters, such as Æ, Š, Œ, Ÿ or Ž.
• Don’t use subjective commentary, such as “Hot Item ” or “Best seller ”.
• Titles can include necessary punctuation, such as hyphens (-), forward slashes (/), commas (,), ampersands (&) and periods (.).
• Titles can abbreviate measurements, such as “cm”, “oz”, “in” and “kg”.

Some categories may have specific title guidelines. For more information, go to category-specific style guides.

Example

FAQ

1. Are titles and product names the same thing?

   Yes.

2. What if my brand name contains a prohibited character, such as !, { or }?

   Ensure that your brand name is entered in the Brand name field. If that field contains a special character, that character will be exempt from title requirements. Our goal is to keep titles free from characters such as !, { or }, but they may appear in the brand byline that appears on detail pages and in search results.

3. What if my product does not have a brand name?

   If your product is generic with no brand name, you don’t need to state a brand name in its title. Instead, enter the word " generic " in the Brand name field.

4. Am I allowed to use prepositions, articles or conjunctions more than twice in the title?

   Yes.

5. Am I allowed to repeat the same word more than twice if the word is part of the brand name?

   The brand name is also not allowed more than twice. If part of the brand name appears in the title in different context, then it is not considered a duplicate. For example, in “Old Navy and Navy Blue”, the word “Navy” is not considered a duplicate.

6. Are model numbers recommended in titles?

   Yes. For more information, go to the category-specific style guides that is specific to your product category. We recommend that you include model numbers in titles for some categories, but not all of them.

7. How will I know if my title is non-compliant?

   You will be able to view any policy-violating titles directly in Manage all inventory. Additionally, intellectual property owners will be able to see these titles in Review listing updates.

8. How do I know if my title has been suppressed?

   Go to Manage inventory and click Search suppressed and inactive listings to see your listings with suppressed titles.

9. How can I unblock my suppressed title?

   Go to Manage Inventory, and edit the title to comply with Amazon’s policy requirements. We’ll check the edited title for compliance, and if it’s in compliance, we’ll automatically lift any suppressions.

10. How can I edit Amazon-suggested titles?

    You can edit the product title by going to Manage Inventory and providing a compliant title.