Overview

Amazon enforces strict rules around how sellers write product titles, and failing to follow them can result in suppressed listings or reduced search visibility. These requirements apply across all worldwide Amazon stores and cover everything from character limits to formatting conventions. Whether you're creating a new listing or updating an existing one, understanding these title guidelines is essential for staying compliant and maximizing discoverability.

Key Points / What Sellers Need to Know

• 200-character hard limit — Product titles cannot exceed 200 characters including spaces, though Amazon recommends keeping titles to 80 characters or fewer for optimal mobile display.
• No promotional language — Phrases like "free shipping," "100% quality guaranteed," or "best seller" are strictly prohibited in titles.
• Restricted special characters — Characters such as !, $, ?, _, {, }, ^, ¬, and ¦ are banned outright. Other symbols like ~, #, <, >, and * may only be used in specific functional contexts such as product identifiers or measurements.
• No excessive word repetition — The same word cannot appear more than twice in a title, with exceptions for prepositions, articles, and conjunctions. Brand names also count toward this limit.
• Title case formatting required — Sellers must capitalize the first letter of each word, except for prepositions (in, on, with), conjunctions (and, or, for), and articles (the, a, an). Writing in ALL CAPS or all lowercase is not compliant.
• No subjective commentary — Terms like "hot item," "best seller," or other editorial opinions have no place in product titles.

Formatting and Structure Rules

Amazon expects titles to follow a specific information hierarchy. The recommended order is: brand name, product line or style, product type, key attribute, material or ingredient, size, and pack count or model number. For example, a compliant title might read "BrandName Running Shoes, Lightweight Mesh, Size 12, Pack of 3" rather than a jumbled arrangement of the same details. This structured approach helps Amazon's search algorithm categorize products correctly and gives shoppers the information they need at a glance.