Overview

Amazon enforces specific product title requirements across all of its worldwide marketplaces, and these rules apply whether you fulfill orders through FBA or handle shipping yourself. Understanding and following these guidelines is essential for keeping your listings active, maintaining search visibility, and avoiding suppressed product pages.

Key Points / What Sellers Need to Know

• Character limit — Product titles must generally stay within 200 characters, though some categories enforce shorter limits (as low as 80 characters). Exceeding the limit can cause your listing to be suppressed from search results.
• No promotional language — Titles cannot include phrases like "free shipping," "best seller," "limited time offer," or any subjective claims. Amazon strictly prohibits marketing copy in the title field.
• No special characters for decoration — Symbols such as ~, !, *, $, and others used purely for visual emphasis are not allowed. Hyphens, commas, ampersands, and periods are permitted when they are part of the product name or serve a grammatical purpose.
• Proper capitalization — Each word should start with a capital letter (title case), except for prepositions, conjunctions, and articles. All-caps text is prohibited unless it is part of a brand name or standard abbreviation.
• Brand name placement — Titles should begin with the brand name in most categories. This helps customers identify the manufacturer and improves search relevance.
• No HTML or encoded characters — Tags, Unicode symbols, and other encoded content are not allowed in titles.

Title Structure and Formatting

Amazon recommends a consistent title structure that typically follows the pattern: Brand + Product Line (if applicable) + Key Feature or Material + Product Type + Size/Quantity/Color. For example, a well-structured title might read "Acme Premium Silicone Spatula Set, Heat-Resistant, 3-Piece, Red." This format gives shoppers the most important information at a glance and aligns with how Amazon's search algorithm parses listing data. Sellers should avoid stuffing titles with excessive keywords, as Amazon's systems can detect this practice and may suppress the listing. Instead, focus on including the most relevant descriptive terms naturally.