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Amazon Changes June-July 2019
Action Required for All Sellers
Change 1. Title and bullet point character limits.
If you have logged in to your Seller Central dashboard in the past few days, you may have noticed an announcement from Amazon indicating changes in their product title guidelines, and new enforcement procedures.
The remainder of the guidelines can be viewed here: Product Title Requirements
An important piece that should be highlighted in these guidelines is the title character limits for individual categories. For instance, the Beauty category is limited to 50 characters in the title.
We have already seen enforcement of these changes by Seller Support when attempting to change titles and bullet points that are beyond the character limits listed in the category Style Guides, located here: Style Guides for Product Categories
The majority of these guidelines have not changed, but most notable is the change in both title character limit and enforcement of title length. If your title is not within the appropriate character limits, it may be automatically suppressed on July 22nd.
It is imperative to change your listing titles prior to this date to prevent a sudden stoppage in sales.
We have thoroughly investigated the new character requirements per category and are able to make these changes via bulk upload for larger accounts, or directly in the inventory manager for those with only a few SKUs.
Change 2. New EBC / A+ structure.
A second large change has already quietly rolled out to several sellers: An EBC / A+ content overhaul. In addition to a new dashboard, there are new changes to the templates. It was previously possible and beneficial to have one large image serve as your EBC. You can no longer upload EBC in this manner, and instead must include text.
We speculate that the changes to character limits might bring changes to keyword indexing. For instance, EBC / A+ text may now be indexed to make up for the reduced character limits in the rest of the listing. We are testing these theories to determine the appropriate implementation of keywords within all future EBC / A+ and back-end product descriptions.
Seen below is an example of a new EBC / A+ template:
Contact us to implement these changes, adhere to Amazon policies, and prevent account disruption.
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