Amazon is testing a new two-part title format for products sold on the marketplace. A change that could radically transform visibility in searches, considering that the quality of titles directly influences purchasing decisions.
The most attentive sellers should therefore prepare in advance for this update. Properly structuring titles could improve performance in mobile shopping, with the awareness that Amazon’s artificial intelligence will prioritize this new format in search results.
How Amazon’s title format is changing
Let’s get straight to the point. The change devised by Amazon splits the product title into two distinct and complementary sections. The first part will contain a short title with essential identifiers such as brand and product type. The second part will present the “Key Features” that help customers in their purchasing decisions.
Some analysts have already defined this change as an important visibility opportunity for those who act promptly. But why has Amazon chosen to change the product listing title format?
>>> Discover How to Avoid Tax Errors When Selling on Amazon. <<<
Why Amazon is revolutionizing titles
There are several reasons behind this choice. First of all, the new format responds to usability needs, considering that the majority of shoppers use mobile devices, where short titles improve the experience.
Moreover, Amazon’s artificial intelligence tools, Cosmo and Rufus, require structured data to function effectively. The company wants brands to provide accurate product information directly, and for this reason sellers should avoid superfluous branding language.
What to do in view of the change
It’s worth noting that the new format is based on the guidelines already established in January 2025 with the 200-character limit. The new initiative will instead take a further step forward, with Part 1 of the title keeping titles short and relevant, respecting the expected character limits, and Part 2 allowing the inclusion of more structured details without returning to the old keyword stuffing tactics.
For now, we recommend a cautious approach in adapting to this change. The short title could be limited to about 50 characters, while the long version could reach 150. Long titles may not appear on mobile devices, reducing visibility and requiring some stylistic effort.
It is also advisable not to modify listings immediately. It’s better to wait for full implementation because premature updates could damage SEO performance on Amazon.
Consequences for brands
Naturally, this is a good opportunity for reflection. For example, long or complex brand names may face some difficulties with this new format, while those with short names could have a competitive advantage on the marketplace. In any case, everyone will be even more encouraged to focus on the product’s value rather than branding.
Some analysts have also shared how this change could rewrite best practices for listings. It could indeed alter rankings and customer interactions in a non-marginal way. Others are more skeptical of the change, despite Amazon claiming it will give sellers “full control” over how to stand out on its platform. Images attract people, while text serves automated systems.
We’ll see in the coming weeks what happens.
Try the Profit Tool for free
Take full control of your Amazon Business. You will see with clarity real profits, margins, ROI, orders, costs and have a balance for each European marketplace. If you are not yet familiar with ZonWizard's Profit Tool, find out how it can help you manage and grow your business.
