Titles — surviving Amazon's truncation rules on the SERP.

Amazon's catalogue allows up to roughly 200 characters in a title (and some categories allow more), but the SERP truncates far more aggressively. On a typical mobile result tile, you have about 60 characters visible before the title gets cut off with an ellipsis. On desktop, it's roughly100–120.

Where the cut happens

Truncation is not at the character boundary — it's at the nearest word boundary that fits inside the allowed pixel width for the device. So:

• Mobile result tile: roughly 60 characters.
• Desktop result tile: roughly 100–120 characters.
• Detail-page title (above the buy box): roughly 200 characters before scroll.
• Sponsored Products tile: same as the equivalent organic tile.

Whatever sits beyond the cut still helps with ranking (Amazon's algorithm reads the full title) but it does not help with the SERP click. The first 60 characters do almost all the work.

The first 60 characters — what to lead with

Front-load the title with the elements the shopper needs to confirm relevance and quality in the first glance:

1. Brand name. First. Always. (For most categories — some apparel sub-categories are an exception.)
2. Product type / category noun. What it actually is, in the words the shopper just searched.
3. Key differentiator. One or two attributes that distinguish you from the rest of the tile (material, size, capacity, fit).

After those three, the title can carry secondary attributes that help with ranking but won't be visible on a mobile tile — pack size, colour variants, technical specs.

The title pattern that works across categories

A reliable structure:

Brand — Product type — Key differentiator, Secondary differentiators, [Pack/Size]

Example for a coffee category:

"Acme — French Press Coffee Maker — 1L Stainless Steel, Double-Walled Insulated, 4-Cup, Dishwasher Safe"

First 60 chars: "Acme — French Press Coffee Maker — 1L Stainless Steel," — brand, product type, key differentiator. Truncates cleanly. Reads cleanly. Ranks fully.

Policy traps

• No promotional language ("Best", "Top-rated", "Sale", "Free shipping").
• No emojis or symbols beyond hyphens and basic punctuation.
• No competitor brand names.
• No ALL CAPS for whole words.
• No claims that aren't supported by your category-allowed attributes.

Each of these can trigger title suppression or even a listing removal. The safe move is the descriptive title that doesn't try to do marketing.

What to take into the next episode

The title carries the words. The price-and-Prime row — covered next — carries the deal. Together they finish off the tile that the main image started.