Vendor Central Catalog Management
Transcription
Amazon has its own logic for writing a product title to optimize search results, as well as give the consumer enough information in order to make an informed decision before clicking on a product link to view the rest of the product information. This logic is commonly known as ATS logic, which stands for adaptive translation system, and basically insists on certain words of your title being in a specific order to enhance search results and help consumers know what they’re about to buy.
show moreIt is important to further decide beforehand, which of your products is going to be the parent or main ASIN on Amazon and which will then become the child ASINs. What this means is that if, for example, you sell cookware, you may have a set of pots and pans containing six items and a set containing 12 items and a set containing 16 items.
You may also have each of these three sets available in several different colors. Are you then going to choose the black six piece set as your parent ASIN and have the remaining colors and sets as the child ASINs. This would need to be decided front before you start mapping your products in a spreadsheets and working on each of their listing components.
As the title is affected by whether the product is apparent or a child ASIN, the title should contain the following information brand name, color and or flavor and or variant size and or quantity and keywords. It is important to adhere to the following Amazon product title formats, capitalizing the first letter of every word, except prepositions and conjunctions.
And don’t capitalize every single word, writing it as, and, and not using the Amand unless the ampersand is part of the product’s brand name, writing numbers as numerals, not words. Units of meas measurements should be spelled out and not abbreviated, avoid putting prices, promotions, symbols, seller information, and suggestive commentary in the title.
For example, don’t say a product or you are the best, and you don’t need to put the color size in the title if it’s not directly relevant to the product. For example, if an item only comes in one color or assign. When it comes to adding some keywords into your title, consider doing some research as a consumer yourself, do searches for the products you’re selling and see which items pop up first, examine the keywords, found in those titles and compare how frequently they’re found in your searches.
Then take the most common keywords and apply them to your product titles as a bit of extra work that may pay handsome dividend. See if there are other less frequently used keywords that are associated with sellers with a high ranking, the goal is to emulate these merchants. So you can be a better seller yourself.
Amazon’s title logic normally runs as follows, and you can use this for your parent ASIN title brand plus subbrand plus model, name or number plus product type for a child ASIN. This will then look something. Brand plus subbrand plus model name or number plus product type plus variance. Amazon limits your product, title to 200 characters.
Titles that are longer than this, or do not fit their above logics will be removed or edited by Amazon themselves without requiring your permission. Amazon announced in mid 2019, that listing titles that don’t comply with their rules will now be near impossible for customers to find on the platform.
This is due to Amazon’s algorithm, favoring listings, whose titles are relevant to the customer’s search terms instead of being stuffed with keywords. It is therefore very important that you get your titles prepared correctly from the start and during preparation to ensure that when you start listing your products on vendor central, the listings run smoothly.
Remember that Amazon has different logics for different categories. So always request a style guide from your vendor manager or buyer as soon as possible so that you can follow these guidelines when preparing your listings additional tips when preparing your product titles. Only the first word and brand names must start with upper case letters.
Amazon categories have different character limits in their titles. Amazon title rules are different depending on the category. Sizes are not translated in titles. Other measuring units are converted in titles. In most cases, translated titles will not keep the original word order and book and CD titles are translated, but foreign expressions and titles will be left alone.
You can find more information on title structure by going to the support center on vendor central, selecting the view resource center, scrolling down to the selling your products, header and downloading the ATS style guards. And the title requirements, byproduct category documents.