How to Optimize Your Amazon Product Title to Increase Conversion Rate

January 1, 2021
Written by Ken Zhou
Optimize your Amazon product title

Keeping your listings relevant is of utmost priority when it comes to selling on Amazon. You want your listing to rank high on the search result and win the Buy Box. By continuously being relevant, your sales will steadily grow and your conversion rate will increase. The value created for the customers should be at the forefront when you optimize your Amazon Product Title.  

Sadly, 19 out of 20 listings are not correctly optimized. The figures mean many businesses are listing their products without using the correct keywords to attract the highest number of visitors and generate higher conversion rates. 

Most of the time, sellers focus on the product description instead of allocating enough time for each part of the listing. The Amazon Product Title should be given equal emphasis. 

If you want to understand how to optimize your Amazon Product Title, continue reading. 

Understanding the Amazon Product Title 

The Amazon Product Title is one of the most critical but often overlooked parts of a product listing. Whenever you search on Amazon for a particular product, the search result will reveal tons of listings. The heading that you first see on the search result is the product title.

The product title shall determine whether a customer shall click on the listing or not. An SEO optimized title can drive sales to your listing while an unstructured one can drive sales away from your business. 

Using Amazon Search Engine Optimization can help you optimize your product titles. It will help you generate more leads and create product titles that will entice buyers to click on your listing. 

Importance of SEO Optimized Amazon Product Titles

You may ask why it is essential to optimize Amazon's Product Titles when you can simply create any title and post it on Amazon. Well, the answer to that is your Amazon Product Title can affect your buyers' interest in your product. 

To expound more on the topic, we listed 3 reasons why an Optimized Product Title is important. 

Describe the Product

Customers are keen to get information quickly. They don't want to waste their time trying to figure out the product. What they prefer is to know about it with only one glance. By optimizing your product titles, customers will quickly understand the product and help them decide if they want to buy it or not. 

Make sure your product title describes your product. The titles should help readers  understand its features and benefits. Moreover, you will be providing value to your customers. 

Rank High 

When optimizing your product tile, the goal is for your listing to reach as many people as possible. Amazon will use your title to rank your product in a specific category. If you want it to rank high, you must optimize it. 

Furthermore, the keywords you used on your product title will determine your product title's relevance. If your product title is detailed and precise, customers will quickly see it at the top of the page when they search for a specific detail about the product. 

Let's say you are selling an insulated water bottle. Instead of a title that says, "Insulated Water Bottle," you can change it to "Insulated Stainless Steel Water Bottle with Spout lid 18 oz Blush Colored." 

The first one didn't provide any details, while the other one offered valuable information. By optimizing your product title, you attract buyers to click on your listing, thereby generating more leads and ranking high on Amazon. 

Increase Conversion Rate

By creating a descriptive and optimized product title, you earn more clicks that can turn into conversions. Your customers won't have a hard time looking for your listing, and you provide valuable information for them. In the example above, stating the product's design and features helps increase the selling points of the product.

The more relevant leads you have, the bigger  your chance for conversion. More conversions will boost your ranking on the search results. 

Crucial Pieces of an Amazon Product Title

Before you start creating your product titles, take note of Amazon’s requirements

The parts of a product title are the following:

  1. Brand Name
  2. Quantity
  3. Color
  4. Size
  5. Material/Key Feature

These five elements must be indicated on the product title to help customers understand your listing. With just one scan of the listing, they can know what you are offering to them. It is best if you follow the format of starting with the brand name and ending with the product features when creating the product title. 

The other requirements are:

  1. Capitalize the first letter of each word 
  2. Don't use ampersands unless it is part of a brand name
  3. Titles must not exceed 200 characters, including spaces.
  4. Avoid using subjective phrases such as "100% quality guaranteed".
  5. Numbers should be in numeral form 
  6. Spell out the unit of measures such as inch, and pound

All product titles must comply with the following requirements to avoid being flagged by Amazon. 

Tips to Optimize your Amazon Product Title

Find the best keywords

Amazon has its unique algorithm to help a product listing rank high on the search results. Although there are other factors for a listing to rank high, such as the price, quality, history, and selection, the product title's keywords have a significant impact. 

You might think of using a ton of keywords for your product titlebut this practice of using can harm your ranking. Instead of stuffing your product title with many words, you can spend your time researching relevant keywords.

Conduct keyword research to find the list of relevant keywords that you can use for your product title. The keyword research will give you a list of keywords, search volume, trend, cost-per-click, and competition. From the information provided, you'll choose the best keyword for your product. 

To ensure you chose the correct keyword that will work best for your product, you may use Amazon's predicted search to see the keywords used by customers. Once you pick out your keywords, use the best one for your product title. 

Integrating a keyword in your product title will help your listing appear in the relevant search result when customers search for products. Lastly, it will help you increase your views and leads. 

Use clear and descriptive words.

We've mentioned earlier that using clear and descriptive words will help customers quickly gain information about a product. It is the first thing they will see in the search result. Hence, it will affect their decision to click on the listing or not. Using descriptive words will attract those leads to your listing. 

What kind of words should you include in your title? 

Generally, you will include your brand name, color, size, features, and material. Each product category has its formula to create product titles. 

For example, electronics have a formula of Brand + Model + Product Type + Color.  

The result will be KitchenAid KSM150PSER Artisan 5-Quart Mixer, Empire Red.

You don't exactly have to stick with Amazon's formula, but it can help you if you're a beginner. 

Provide value to customers

When you're creating your Amazon product title, you always have to think about your audience and what value they will receive. These people are the ones who will purchase and benefit from your product. You should put yourself in their shoes. 

What value will they receive? What will they benefit from it? 

What are they also trying to find?

It's easy to think from a marketer's perspective, but you should also think of the buyer's perspective. What are they looking for when they search for this particular keyword? What information will make them choose your product? Think of what value you can give them through your product.

Avoid using irrelevant words.

Keyword stuffing is using a ton of keywords in the product titles. We've mentioned before that you should avoid using several keywords because it will affect your listing. This is the same  when adding descriptive words to your product title. 

Avoid using irrelevant words. For example, you don't have to place the color of the product if you are offering various shades of it. Don't use words that are subjective or aren't true . For example, you are not allowed to use Bestseller or Guaranteed Effective. 

Also, avoid placing promotions in your title. You'll regularly edit your title, which will affect your ranking. Lastly, stop using fluff. You have a 200-character limit for the product title, so use it wisely. 

Follow Amazon's rules.

Amazon has set up its own rules and requirements when it comes to creating a product title. You may review these before you plan on posting. It will help you avoid encountering problems. 

Samples of Winning Amazon Product Titles

1. Berry Premium 8 Piece Towel Set (Light gray); 2 Bath towels, 2 Hand towel, and four washcloths - Cotton towels 

Format: Brand Name + Title + Color + Material

The product title followed the format of starting with the brand name, the title, color, and material. The title specified it was a bundle of towels consisting of bath towels, hand towels, and washcloths. The color was indicated because it has four other colors available. The fabric was also mentioned  for those who prefer cotton towels. 

When a user searches for a towel set, they will quickly know what they will receive.

2. Lifetime Jewelry 1MM Rope Chain, 24k Gold with inlaid Bronze, Premium Fashion Jewelry

Format: Brand Name + Size + Product Type + Metal + Keyword

Online shoppers can't see the actual product; hence, being descriptive as possible is essential. The product title specified the metal, size, and usage of the product. It also uses the keyword premium fashion jewelry. 

3. Barako Portable Folding Wine and Champagne Picnic Table for Wine Lovers, Mahogany, 30 x 50 inches

Fomat: Brand Name + Keywords + Target Audience + Material + Size

For this example, tons of adjectives indicate that the table is a portable folding table. It is suitable for wine, champagne, or picnic. Customers will truly understand the value they will receive, with only one look at the Amazon product title. 

4. Kind Healthy Grains Granola Bar Clusters, Oats and Honey with Toasted Coconut, 11 Ounce Bags, Organic 

Format: Brand Name + Keywords + Flavor + Weight + Type

The product title is properly optimized, for it provides useful information about the product without going overboard. Customers who love granola bar clusters can easily gather information about the product, for it details the flavor and weight. 

5. Panasonic PV-D4743S Progressive Scan DVD/VCE Combo, Silver

Format: Brand + Model + Product Type + Color

Using Amazon's format, the product title describes the DVD player's model, the product type, and the color. It will help buyers of the DVD player pick the brand, color, and model they wish to buy. 

Key Takeaway

Amazon is truly a great platform on which to sell your products. You have millions of customers buying on this platform, so grabbing every opportunity is a must. One of the keys to increasing your leads and conversion rate is to create a winning Amazon Product Title.

Optimizing your product title is a great way to utilize the platform and increase your leads. It may take some practice at first, but you will surely see results. Perhaps you’ve asked  how to optimize Amazon listing or how to improve listing in amazon? Don’t fret because here at Seller Interactive, we offer Amazon optimization services. For inquiries, email [email protected]  

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