On January 3rd, Amazon officially released new product title requirements, which will take effect on January 21st, 2025. The main goal of this policy adjustment is to enhance the shopping experience through a standardized product list. But this new regulation has sparked widespread attention and discussion among sellers, especially for brand sellers.
Key interpretation of the new regulations:
Title length limit: The title cannot exceed 200 characters (including spaces).
• Restrict special characters: Do not allow the use of special characters such as!, $? Wait, unless they are part of the brand name.
Repetitive vocabulary limitation: The same word can only appear twice in the title (excluding prepositions, articles, and conjunctions).
14 day modification deadline: Brand owners will have 14 days to take action based on recommendations, after which Amazon will update the title to meet their requirements.
Some sellers point out that if they do not comply with Amazon's "deadline". Will Amazon use AI to automatically modify non compliant titles? After all, some sellers have already experienced Amazon "tampering" with their titles. Worried about the recurrence of old events
Seller concern: Is AI modification reliable?
It is estimated that 22% of product titles on Amazon currently do not meet the new requirements, mainly due to keyword stuffing. If Amazon enables AI tools to automatically modify these titles:
How to ensure quality issues?
AI modifications may not accurately reflect brand value and may even lead to semantic errors.
Some sellers have stated that when Amazon used AI to modify titles in the past, it actually reduced the quality of the list and affected the brand image.
• Efficiency and challenges?
Amazon's confidence in its AI model enables it to execute policies on a large scale in a shorter period of time. Although this improves efficiency, it also leaves sellers with insufficient response time.
How should sellers respond?
1. Check and optimize the title in advance:
Check for non compliant titles on the 'Manage All Inventory' page and manually adjust according to the following principles:
① Ensure that the title is concise and clear, and remove unnecessary keyword stuffing.
② Avoid using the same word more than twice, especially in product feature descriptions.
③ Avoid using special characters that do not comply with specifications.
2. Utilize the tools provided by Amazon:
Amazon will provide recommendations to brand sellers in the 'Comment List Update'. Sellers should adjust the title according to suggestions within 14 days to avoid potential deviations caused by AI automatic modifications.
3. Participate in Amazon Forum activities:
Amazon will hold an "Ask Amazon" event on January 8th, where sellers can ask questions in advance on the forum. By directly communicating with the Amazon team, learn more details and execution logic of the new regulations.
The deeper meaning behind the new regulations: optimizing the shopping experience or raising the threshold for competition?
Amazon's announcement mentions that the new title specification aims to help buyers find products that meet their needs more easily. However, it is worth noting that this policy has a more profound impact on brand sellers:
Adjustment of SEO optimization methods:
Sellers who have long relied on keyword stuffing need to adjust their strategies and reposition their title keyword layout.
Brand sellers need to balance brand characteristics and SEO needs while maintaining standardized titles.
The potential duality of AI intervention:
On the one hand, the efficiency of AI can quickly process massive amounts of product information; On the other hand, AI modifications may weaken the personalized expression of brand sellers.
Summary and Suggestions: How can sellers turn danger into opportunity?
The implementation of the new regulations is a standardized upgrade to the Amazon ecosystem. For sellers, instead of passively accepting AI automatic modifications, it is better to actively optimize the title:
Take advantage of this adjustment opportunity to re-examine the overall quality of the product list.
Strengthen the refined operation of the brand, ensuring that product titles meet platform requirements and highlight brand value.
Pay attention to the dynamic changes in Amazon policies and maintain communication with the official channels.
The ultimate goal of the new regulations is to increase buyer trust and improve the shopping experience. For sellers, this is both a challenge and an opportunity to enhance their competitiveness. Preparing in advance and responding reasonably will help you seize market opportunities under the new regulations.