Amazon is cracking down on products (ASINs) with non-complying titles beginning next month. According to the announcement:
"Starting July 22, 2019, Amazon will suppress ASINs from Amazon Search whose titles do not comply with Amazon's product title requirements. This is because our research shows that the ASIN titles that violate our policies result in poor customer experience. Please review Amazon's FBA Product Title Requirements prior to July 15, 2019 to verify that your current titles meet our guidelines."
Sellers had mixed reactions
to the news. One seller said keywords did not necessarily belong in titles - "This is one Amazon guideline that I would absolutely love to see enforced. Some titles on this site are downright laughable."
Another seller also applauded the move, saying it would deter sellers who filled titles with keyword spam - "You see stuff like "Cute baby infant boy girl present gift child birthday baby shower soft towel gift set for infant boy or girl,"" the seller wrote.
Another seller was concerned it would be a repeat of the "pesticide fiasco
" that swept up ASINs having nothing to do with the intended crackdown. Sellers are skeptical that automated systems, or "bots," can discern the difference between compliant and non-compliant ASIN titles.
Another seller was skeptical about Amazon's motivation: "Just another move by Amazon to suppress sales from 3rd party sellers to boost their own sales of their own brands and products," the seller wrote.
Booksellers were concerned, since they have no control over book titles.
And as one seller pointed out, third-party sellers who list on an existing product detail page do not necessarily have the ability to change the title. Similarly, a seller said they might invest a great deal of time in fixing non-compliant titles and then have other sellers come along and undo the changes.
It would seem sellers should get into the practice of regularly checking their accounts for suppressed inventory.
Your business is important to us. We want to make sure that your business and the buying customer experience is not compromised by products whose titles do not meet Amazon's product title requirements. In general, these are titles with one or more of the following characteristics:
1) Title containing promotional keywords and phrases (for example, free shipping, 100% quality guaranteed, etc.)
2) Title containing non-readable characters including emojis.
3) Title exceeding more than 200 characters.
4) Title not containing any product identifying information (no product type name and no product characteristics - for example, a single word title such as N/A)
When an ASIN is suppressed for any of the above reasons, you will be notified through the Manage Your Inventory screen in Seller Central, with the specific reason the ASIN was search suppressed. Once the issue is fixed on the title, we will remove the search suppression and the ASIN will appear back on Amazon Search.
We understand your concerns and thank you for participating in this discussion.
Emojis in product titles?! What's your favorite pet peeve about how sellers and brands write titles, and what concerns do you have about the latest crackdown?