Amazon is quietly testing a major update to product listings that could reshape how sellers present their items and how customers discover them. The new two-part product title format, first observed in April 2025, introduces a clear separation between a short, concise product title and a dedicated “Product Highlights” section. While not officially rolled out, this shift builds on the January 2025 title policy changes and reflects Amazon’s broader push for clarity, mobile optimization, and AI compatibility.
Why Titles Matter More Than Ever
Product titles are more than just labels—they directly impact conversions. According to Salsify’s 2023 Shopper Research, over 70% of U.S. shoppers say the quality of product titles and descriptions influences their buying decisions. As Amazon prioritizes better mobile experiences and AI-driven recommendations, the structure and clarity of titles are becoming mission-critical.
What’s Changing with Amazon’s New Format?
This upcoming two-part format splits titles into:
- Part 1: Core Title – A brief product identifier with brand name, product type, and key variation.
- Part 2: Product Highlights – A supporting section emphasizing features, benefits, or use-cases to aid buying decisions.
Amazon strategists call this a “land grab” for visibility, especially for brands that adopt early. He emphasizes that this is more than a visual tweak—it’s a data strategy. Structured titles help feed Amazon’s AI tools like Cosmo and Rufus, which depend on clean, organized content to power smarter search and recommendation engines.
The Link to January’s Policy Update
In January 2025, Amazon introduced a product title limit of 200 characters, signaling a crackdown on keyword stuffing and cluttered listings. The new two-part structure builds on that, but rather than just restricting length, it guides sellers on how to present critical information.
- Part 1 enforces brevity and relevance.
- Part 2 allows for structured elaboration—without turning titles into “word salad.”
Both initiatives aim to enhance shopper trust and streamline mobile browsing, where lengthy titles often get cut off or ignored.
What Sellers Should Know—and Watch Out For
While this change could benefit mobile visibility and click-through rates, he warns against jumping the gun. “If you knee-jerk every time Amazon sneezes, you’ll burn yourself out making changes that never stick,” he says.
Here are some of his key takeaways:
- Shorter is better: The core title may be capped at ~50 characters, while the second part could allow ~150 characters—though final limits haven’t been announced.
- Mobile users may never see the second part: If Amazon truncates longer titles on mobile, sellers relying on long descriptions could lose valuable exposure.
- Brand names may suffer: Long or non-descriptive brand names could get buried, especially if they take up too much of the core title.
- Focus on product value, not branding: Most Amazon-native shoppers don’t prioritize brand identity—they want function, speed, and price clarity.
A Controlled Display or Reduced Flexibility?
Not everyone is excited about the change. Prominent Amazon agency , says the move reflects Amazon’s increasing control over how listings appear. He ties the update to Amazon’s recent effort to eliminate the “main image hack,” where sellers embedded text or keywords in hero images to boost performance.
While Amazon claims this title structure will “give sellers more control,” Wickham and others argue it does the opposite—especially compared to platforms like Etsy or Shopify, which offer more creative freedom.
What’s Next?
The two-part product title format is expected to roll out fully by Q3 2025. For sellers, this isn’t just another title tweak—it could redefine how listings are optimized for search, mobile, and AI relevance. Those who adapt early may gain a competitive edge, while laggards could find themselves relying more on ad spend just to maintain visibility.
The bottom line? This isn’t about shortening your title—it’s about sharpening your strategy. Sellers should prepare their listings, review keyword strategies, and rethink what information matters most to shoppers in a fast-scrolling, mobile-first world.
Contact our Amazon SEO specialists to get a better idea and prepare for the future.
