Product title is one of the most important factors affecting store clicks and improving product conversion rate, and it is also an important factor affecting search ranking. As the first factor to attract consumers to the door, product title has a large search weight. So, how to write a product title? What content must be included?
First, the product title should reflect the basic information of the product, such as brand, product name, model or product series name, product selling point, material, color, size and quantity. As we all know, Amazon has been increasing its efforts in brand building, so brand is crucial to the Amazon platform. In the title composition, Amazon directly leaves the first row to the brand name. This also reflects the increasing market position of brand products.
Secondly, the product title should be as consistent as possible with the buyer’s search habits. This requires sellers not only to master the basic information of the product in advance, but also to have sufficient understanding of the market and competitors.
Finally, the product description should be accurate and clear. For materials, colors, sizes and quantities, just describe them according to the actual situation, but for the description of product selling points, ensure that consumers are not misunderstood and do not exaggerate the product.
For the specific writing of product titles, we also need to pay attention to the following points.
(1) The first name must be the brand, and the trademark symbol cannot appear. If there is no brand, indicate “N/A”.
(2) The title cannot contain company, logistics, shipping, promotion or other information unrelated to the product, such as Best Seller, Free Delivery.
(3) If it is sold in bulk, the number of batches must be indicated after the product name, such as “a pack of 50”.
(4) If the product has multiple uses, only one can be written. Other uses can be filled in the five-line description or long description.
(5) The total length of the title cannot exceed 200 characters (spaces occupy 1 character), special characters or period symbols cannot appear, Chinese input method cannot be used, and the first letter of each word must be capitalized (except for words such as a, an, and, the, on, of, for, or).
Under the premise of complying with Amazon platform rules, product titles should meet the following three requirements as much as possible: first, they should be able to stimulate buyers’ desire to click; second, they should be able to dispel consumers’ concerns and prompt them to make quick purchasing decisions; third, they should be able to cater to Amazon algorithms to increase exposure.