Amazon’s New Listing Title Policies: What Sellers Need to Know and Why Some Are Concerned
While these changes are largely welcomed by sellers seeking a more professional marketplace, one particular rule has sparked concern and debate within the Amazon seller community.
Let’s break down the new policies and discuss why some sellers are worried about compliance challenges.
The Key Changes to Amazon Listing Titles
According to the announcement, the updated requirements for listing titles include:
Character Limit: Product titles must not exceed 200 characters, including spaces. This encourages concise and easy-to-read titles.
Prohibited Special Characters: Special characters like !, $, ?, _, {, }, ^, ¬, and ¦ are no longer allowed unless they are part of a brand name. This ensures titles look clean and professional.
Word Repetition Restriction: Titles may not contain the same word more than twice. Exceptions are made for prepositions, articles, and conjunctions.
Why the Word Repetition Rule Is Raising Concerns
Of the three updates, the word repetition restriction has sparked the most concern among sellers. While the intent of this rule is to avoid redundancy and streamline product titles, it presents practical challenges for certain product categories and sellers.
1. Product Variations:
Many sellers offer products with variations in size, color, or material, and it’s common to repeat key descriptive words in these titles. For example:
- “Cotton T-Shirt - Women’s T-Shirt - Size Medium”
Under the new rules, the word “T-Shirt” can only appear twice. Sellers will need to find alternative phrasing, which could make the title less clear or less searchable.
2. Brand Names with Repeating Words:
Some brand names naturally include repetition, as do product descriptions for certain industries. For instance:
- “CleanClean Eco Cleaner - Clean Scent - 500ml”
In this example, the brand and product function both rely on the word “clean,” making compliance nearly impossible without sacrificing essential information.
3. Function Descriptions:
Certain product categories need repeated words to convey their function. A “Coffee Grinder and Coffee Storage Container” is a clear and useful description, but it would violate the new policy.
The Seller Perspective: Balancing Clarity and Compliance
Many sellers agree that shorter, more focused titles are beneficial. However, they’re concerned that these restrictions may force them to compromise clarity or searchability. Amazon titles are crucial for driving traffic and conversions, and removing key descriptive words could impact both.
To address these issues, Amazon has provided some support:
- Override Suggestions: Brand owners will receive suggested updates for non-compliant titles and have 14 days to act before Amazon enforces the changes.
- Ask Amazon Event: On January 8, 2025, Amazon will host a Q&A session to address seller concerns.
Tips for Adapting to the Changes Coming Into Effect Jan 21:
- Audit Your Titles Now: Review your product titles and identify any that may not comply with the new rules.
- Focus on Keywords: Use highly relevant keywords to replace repetitive ones while maintaining clarity.
- Leverage Descriptions: Shift secondary information to the product description or bullet points.
- Join the Q&A: Attend the January 8 event to ask specific questions about compliance challenges.
Final Thoughts
While Amazon’s new listing title policies aim to enhance the customer experience, the restrictions on word repetition pose challenges for many sellers. Striking a balance between compliance and effective product representation will be key. Sellers should take proactive steps to adjust their listings and voice their concerns at Amazon’s upcoming event. By working within these guidelines, the seller community can ensure their products remain competitive while adhering to the new standards.