Amazon’s testing a new two-part product title format, and while there’s no official launch date yet, this update has the potential to shake up how your products rank and perform. The new format splits titles into two sections: a short “Core Product Title” and a separate “Product Highlights” section that will showcase benefits and features.

It might seem like a small formatting tweak, but this one could impact SEO, compliance, and conversions all at once. Let’s break down what’s changing, how it could affect your brand, and what you should (and shouldn’t) do right now.

What’s Happening

Amazon is in the process of rolling out a new title format with two parts:

• Core Product Title: This is your short, descriptive product title—brand name, product type, model number, color, etc. Think: “Nike Air Max 90 Running Shoes.”
• Product Highlights: A separate section focused on key features, benefits, or selling points like “Cushioned sole for all-day comfort” or “Lightweight and breathable.”
  

The change is designed to make listings cleaner and more scannable, especially on mobile, where the current titles often get cut off. Amazon hasn’t dropped a firm date or character limits yet, but we know it’s coming.

Why It Matters

This isn’t just a cosmetic change.

• Your title is one of the biggest factors in Amazon’s search algorithm. If they start treating “Product Highlights” differently than the core title, it could impact your visibility and rank overnight.
• If you move your high-intent keywords into the wrong section too early, you may lose indexing or drop off relevant search results.
• Amazon has also warned that listings not following the new format may get suppressed, so compliance will matter.

For mobile users (aka most shoppers), this could actually improve conversions, but only if you play it right.

How It Affects You

This change is going to impact how your listings rank, convert, and get shown in search—so what you do next matters.

• Jumping in too early could hurt your SEO. If you move keywords into the new “Highlights” section before Amazon confirms how it’s indexed, you risk losing visibility in search. Until we know how the algorithm treats both parts of the title, it’s not worth the gamble.
• Listings that don’t follow the format could get suppressed. If you keep stuffing benefits into the core title once the new system is live, Amazon could flag your listings. You might lose ranking, or worse, get buried altogether.
• Most brands will wait, but you should prep now. You don’t need to publish changes yet, but you should start mapping your titles into two parts. Keep the Core Title focused on searchable product info. Use the Highlights section for benefits and marketing language once Amazon gives the green light.
• We finally get a cleaner way to talk about features. When this does roll out, it gives you space to highlight what makes your product great, without cramming it into the same field as your brand name and product type. That’s a win for both SEO and conversion, if Amazon handles it right.

If you make smart moves now and wait for the official launch, you’ll be in a much better position than the brands who panic and start making blind edits.

Why This Could Actually Be a Good Thing

Let’s be honest: most product titles on Amazon right now are a mess.

• Titles are too long, stuffed with keywords, and hard to read. Shoppers are skimming 200+ character listings packed with specs, features, and fluff that don’t help them decide what to buy.
• This new format gives structure and breathing room. By separating the searchable title from the benefit-driven copy, your listings become easier to scan and actually more helpful to shoppers.
• Mobile users will thank you. On smaller screens, long titles get cut off, and customers don’t even see the selling points. The Highlights section fixes that by showing the good stuff right up front.
• Better formatting = better conversions. When people can find what they’re looking for faster, they’re more likely to click, and more likely to buy.

This update might feel like a hassle now, but it could clean up the platform in a big way. The listings that follow the structure well? They’re going to stand out immediately.

Via Amazon Seller Central

What You Should Do Next

Here’s our game plan and what we recommend you do too:

• Don’t make changes yet. It’s tempting to jump ahead, but premature edits could break your listings. Wait until Amazon gives us the official structure.
• Keep an eye out for updates. We’re watching closely for word from Seller Central on implementation dates, character limits, and format rules.
• Start mapping out your new title format. Take your current top-selling listings and split them into “Core Title” and “Highlights” mockups. Use short, clean product identifiers for the Core and test different benefit statements for the Highlights section.
• Audit your current titles. Start identifying where you’ve jammed in extra feature language or marketing fluff—those are the parts you’ll likely move down into the new section later.

This update could help improve customer experience and open up better conversion copy space, but it could also tank performance if your listings don’t follow the new structure.

We’ll be tracking every change Amazon rolls out around this. When they give the green light, we’ll be ready to move fast, and help our clients get ahead of the competition.

If you want us to help prep your listings for this change or just need a gut check on how to split your titles, hit us up. We’re already building templates and strategies to roll out when the time comes. Let’s make sure you’re ready.