Why are product titles decisive?

Search performance

Product titles on Amazon are at the center of the product discovery process. Amazon relies heavily on the product title text to figure out what the page is selling and to know when to bring it up in the search results. Amazon's A9 algorithm weighs the keywords in the title more heavily than those in the description. This means that your title text should match what prospective buyers type into the search bar.

Click-through rate

Writing compelling and informative titles is key to getting clicks. Along with the main picture, the price, and reviews, your product page title is one of the few things that is displayed in the search results. Experience shows that users visually scan for specific keywords in product titles and click on the products that have them.


Add-to-basket and conversion rely on an alchemy of page content, price point, and alignment with the initial user search intent. Titles play a vital role: they must ensure that buyers arrive on your page with an accurate idea of what your product is. Misleading or vague titles will lead to a decrease in your conversion rate.

What are Amazon's product title guidelines?

Amazon imposes some high-level guidelines for product titles that apply to all products on Amazon.com, Amazon.fr, Amazon.co.uk, Amazon.ca, Amazon.it, and Amazon.es.

  •  Title length cannot exceed 200 characters.
  •  Titles cannot contain promotional phrases such as "best value" or "shop now".
  •  Titles must not include decorative characters like $ {} #, etc.
  •  Titles must contain information that helps identify the product.

Amazon also provides more detailed instructions at the category-level. You can check them out on this page (tip: replace "com" in the URL with "fr", "de", "ca", etc. to see your local guidelines).

How to write Amazon product titles that sell

We looked into a dataset of 7000 best-selling product pages from 140 of Amazon's own top 50 pages across seven sites (CA, UK, US, DE, ES, FR, IT). Our goal was to reverse-engineer the formula for a top-performing product title.

Amazon Best Sellers first page

Stay away from short titles

Our research shows that almost 90% of best-selling product pages have more than 50 characters in their titles, 48% of pages have between 50 and 100 characters, and 42% have more than 100 characters.

As you can see, some short-titled products made their way to the best-sellers. These turned out to be from brands that don’t really need the optimization to sell well. In our sample, the brands that used fewer than 70 characters on average included Apple, Playstation, and Microsoft.

Amazon Best-Seller Products Title Length

Our recommendation is to use at least 100 characters in your titles.

Amazon says that only essential information should be included in the title. Our research shows that longer titles perform better, both in terms of search performance and CTR. But that’s only as long as you keep them informative. Read on to see what information should go into your titles.

Include your brand name as the first word

We found that 93% of best-selling product titles began with the name of the brand. And, nine times out of ten, the brand name was the very first word used. The few products that didn't mention the brand name in the title were from lower-ranking brands.

In all cases, we think building a strong brand should always be a top priority. It is the key to encouraging repeat purchases and achieving e-tail success! That starts by including your brand name everywhere it’s relevant.

Mention between one and three category aliases

Amazon's guidelines state that your product title should always include the name of the product category (USB mouse, coffee machine, hiking shoes, etc.). However, a good practice is to include more than one, especially if there are several keywords that people could use. For instance, people looking to buy a "USB stick" may also type "flash drive" or "thumb drive" into the search bar. Including several product category aliases in the title is a great way to place for most searches.

Category Alias in Amazon Best Sellers Product Titles

In our sample, we found that best-selling titles had an average of 1.7 category aliases, with a maximum of three.

Ex: Seagate HDD Internal 1 TB BarraCuda SATA 3.5 Computer Hard Disk Drive - Silver

Add features, attributes, and use cases

Amazon's guideline is that your title should include everything that helps describe your product. This includes the capacity, the color, the number of units, significant features, compatibility, etc.

Number of Product Attributes in Amazon Best-Sellers Titles

In our sample, we found that best-selling product titles included 4.4 attributes on average. For some product categories, attributes are necessary to describe the products, but almost all brands can benefit from adding additional details to their product titles. Four attributes is a good target.

Ex: Wyze Cam 1080p HD Indoor Wireless Smart Home Camera with Night Vision, 2-Way Audio, Works with Alexa & the Google Assistant, One Pack, White - WYZEC2

Wyze Cam 1080p

The #1 best-seller on Amazon.com for surveillance cameras. It lists eight features and attributes:

  • 1080p HD
  •  Indoor
  •  Wireless
  •  Night Vision
  •  2-Way Audio
  •  Works with Alexa and the Google Assistant
  •  One Pack
  •  White

"Smart home camera" is the category name, "WYZEC2" is the product reference.

Consider adding the reference/SKU of your product

In our sample, which contained many electronic products, 43% of product titles contained the reference code or the SKU of the product. There's no right or wrong on this matter, but we recommend adding it if it helps customers easily differentiate between your products.

Capitalize important words

Writing titles in all caps is not an option (Amazon forbids it), but you can capitalize the first letter of all important words (excluding little words like "and", "a", "from", "with", etc.). You can follow standard English title capitalization rules in all languages (even though you wouldn't typically capitalize every word in French titles, for example).

A winning Amazon product title formula

We suggest you follow this formula to write your product titles:

It may work better for some categories, so we'll gladly take your feedback and tweak it further!


Try rewriting this product title: "Sony WI-C310 Wireless in-Ear Headphones, Black" (49 characters). You can draw inspiration from the bullet points on the product page.

rewrite amazon product title

Our suggestion:

Product title example

Free template

Use our free Product Page Title Generator to create best-selling product page titles in minutes. You can even dynamically adjust the character length.

free Tool amazon Title Generator


  1. To edit this chart, you must first make a copy. Go to File, then select Make a Copy.
  2. Use the tab that matches the language for the titles you want to write.
  3. Fill in as many details as possible for your titles. Fields marked with * are mandatory.
  4. Pick the max. number of characters that you are allowed to use in the cell at the top.
  5. If you need titles for different sites with different requirements, you can change the maximum title length, and the titles will automatically adjust.


If you fill in the Reference/SKU information, it will always be used in the title. Delete it if you'd rather not have it displayed in the title.

For non-spammy titles, our recipe mixes features and category names. We append features 1 and 3 to the category name and category alias. Results may vary. Do proofread each title.

Free download
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