Amazon is tightening the reins on product titles starting January 21, 2025. These updates aim to improve clarity and compliance across the platform and will individually impact accounts on both Seller Central and Vendor Central. Adaptation to this new policy will be key to avoiding suppression, suspension, and reduced visibility in search results.
These updates are a framework for creating titles that better serve shoppers and align with Amazon’s evolving standards.
What’s Changing?
Amazon's new title policy focuses on precision and professionalism. Key updates include:
Character Limit: Titles cannot exceed 200 characters, including spaces.
Mobile Optimization: Prioritize the first 80-100 characters for mobile readability.
Banned Symbols: Symbols like !, $, {}, and ? are prohibited unless part of the brand name.
Functional Symbols Allowed: Hyphens, colons, and regular brackets are acceptable.
Keyword Repetition: Words can appear no more than twice, with exceptions for articles, conjunctions, and prepositions.
Brand Name Exceptions: Brand names can appear up to three times in different contexts.
Amazon is providing a 14 day compliance window from the time these updates are flagged or implemented. If no action is taken, Amazon will automatically update titles, risking suppression, suspension, or detrimental algorithmic changes. Non-compliance could significantly impact your product’s visibility and sales performance.
Why These Changes Matter
Amazon’s motivation is clear: better titles mean better shopping experiences. Concise, readable titles build trust, improve click-through rates (CTR), and drive conversions. From an algorithmic perspective, well-optimized titles enhance discoverability and align with Amazon’s A9 preferences.
The days of overstuffed, keyword-laden titles are over. While these updates prioritize user experience, they also pose challenges for SEO, particularly in leveraging long-tail keywords.
Strategies for Success
Navigating this new landscape requires a strategic approach. To align with the new guidelines, businesses using Seller Central and Vendor Central should take the following steps:
1 |
Prioritize Long-Tail KeywordsIdentify 1-2 high-performing long-tail keywords and incorporate them naturally within the first 80 characters for mobile optimization. |
2 |
Use Variations and SynonymsAvoid keyword repetition by substituting closely related terms that maintain intent while improving readability. |
3 |
Leverage Other FieldsUnused long-tail keywords can still shine in bullet points, A+ content (including alt text), and backend search terms. |
4 |
Focus on FunctionalityHighlight the product’s core features and benefits in a clean, straightforward way. Superfluous language won’t just hurt compliance—it diminishes credibility. |
Example Old: Bluetooth Speaker – Portable Bluetooth Speaker with Long Battery Life New: Portable Wireless Bluetooth Speaker with Long Battery Life |
Pro Tips for Optimization
Front-load titles with your most relevant keyword and a unique selling point.
- Test your titles on mobile to ensure clarity and impact within the first 80 characters.
- Avoid fluff—let your product’s features and benefits speak for themselves.
Final Thoughts
Amazon’s policy changes are less about restriction and more about refinement, creating titles that resonate with both the algorithm and the customer. These updates promote clarity, professionalism, and performance, paving the way for stronger results.
Staying ahead in Amazon’s competitive marketplace requires expertise, adaptability, and precision. For those looking to refine their strategy and drive results, Channel Bakers specializes in helping brands navigate complex changes like these. From crafting compliant, high-performing titles to optimizing every facet of your product listing, we’re here to support your success.