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Parent Title Experimentation (Apparel, Jewelry, Sporting Goods)
Do you have products in the Apparel/Clothing, Jewelry or Sporting Goods categories? If not, you can skip this article as it won't apply to what you are doing on Amazon. But if you do, lets talk about how you can optimize your Parent titles!
Parent Titles in the Apparel/Clothing, Jewelry and Sporting Goods categories on Amazon with few exceptions are know as "Parent Display Method" products or PDM products. This means that some of the information that is shown on the product page to customers will use information from the parent and the parent's information will be shared by all of the Child ASINS/Variants of that parent. For these kinds of products, the parent title becomes very important to get right as it will be dictating the main customer experience for all of the product's variants.
Parent titles operate a little bit differently than normal Child titles to name a few differences:
Parent Titles are generally shorter 50 - 120 characters. This is common best practice but Amazon may put hard limits on certain categories.
Parent Titles need to represent all of the variants of the product while still giving good information. This lowers the number of keywords we can use in parent titles.
Parent titles should give impression of the variants. This one is a bit more controversial. But current data show that giving examples of the best selling variants is a great way to increase click through and conversion on a parent title. For example:
Original: Girls Leather Gloves, Waterproof and BPA Free
With Variant Callouts: Girls Leather Gloves, Waterproof and BPA Free, Leopard Print, Patriotic Colors XS-XXL
By adding the callouts to the best selling variants and mentioning the size range, we can give customers who are considering clicking on our product more confidence that they will find what they need with our product.