What do recent ASIN changes mean for Amazon Sellers?
In July this year, Amazon will instigate a crackdown on products (ASINs) that breach a host of their title requirements.
Amazon issued a statement briefly outlining their changes, urging sellers to check their terms for product titling a week before the new measures come into place. That was then followed up by a further post from an Amazon moderator that more explicitly explained how the changes will work.
The initial statement reads: “Starting July 22, 2019, Amazon will suppress ASINs from Amazon Search whose titles do not comply with Amazon's product title requirements. This is because our research shows that the ASIN titles that violate our policies result in poor customer experience. Please review Amazon's FBA Product Title Requirements prior to July 15, 2019 to verify that your current titles meet our guidelines.”
The meat on the bones to that release came from a post made by an Amazon moderator following extensive reaction to the news.
That read: “Hello Sellers, your business is important to us. We want to make sure that your business and the buying customer experience is not compromised by products whose titles do not meet Amazon's product title requirements. In general, these are titles with one or more of the following characteristics:
1) Title containing promotional keywords and phrases (for example, free shipping, 100% quality guaranteed, etc.)
2) Title containing non-readable characters including emojis.
3) Title exceeding more than 200 characters.
4) Title not containing any product identifying information (no product type name and no product characteristics - for example, a single word title such as N/A)
“When an ASIN is suppressed for any of the above reasons, you will be notified through the Manage Your Inventory screen in Seller Central, with the specific reason the ASIN was search suppressed. Once the issue is fixed on the title, we will remove the search suppression and the ASIN will appear back on Amazon Search.
“We understand your concerns and thank you for participating in this discussion.”
So what does the news mean for Amazon Sellers? Craig Gedey, the managing partner of Thompson and Holt, which specialises in getting Amazon companies back online should they suffer from suspension, explains.
Gedey said: “There are some positives to this move, as well as reasons for caution.
“It should hopefully stop Sellers from filing their titles with what are effectively spam keywords, just including words that hit search targets without actually describing the product on sale. That is an issue that has frustrated by Sellers and consumers for some time.
“But there have been concerns raised as well. Booksellers have rightly stated that they have no control over book titles, and some third-party sellers who list on existing product detail pages don’t necessarily have the ability to change the title.
“There will also be a fear from some Sellers who are skeptical that automated systems can distinguish the difference between compliant and non-compliant ASIN titles.
“At Thompson and Holt, the main thing we would recommend moving forward is that Amazon Sellers should get into the habit of regularly checking their accounts in case of suppressed inventory, in order to act as quickly as possible if their fall foul of the new rulings.”