Amazon is Testing 2-Part Product Titles

Amazon is testing a significant update to its product listing structure: the introduction of two-part titles.

The change can disrupt how brands position themselves on the platform, especially when it comes to visibility and searchability.

How Will The 2-Part Titles Look Like?

Part 1: A brief, clear title including Brand, Product Type, and Size/Variation.
Part 2: A dedicated section for Product Highlights: Features, Benefits, and Advantages.

But why now?

The mobile-first era (with over 70% of shopping done via mobile) demands shorter, more digestible titles. Simultaneously, Amazon’s push for AI-driven product discovery is amplifying the need for structured data. These changes relate to Amazon’s next-gen AI systems, like Cosmo and Rufus, which thrive on clear, indexed data.

Why It Matters for Brands

For brands, this is an opportunity to gain visibility and win search turf.

As Amazon’s AI engines become more sophisticated, products that align with customer search behavior will be prioritized. It means the Product Highlights section becomes a key real estate for high-volume, high-relevance keywords. The focus here should be on terms customers are actually typing in, not vague branding statements like “sustainably sourced” or “family-owned.”

Brands that aren’t ready for Amazon’s full rollout (expected in Q2 or Q3) risk being left behind, scrambling to update listings while competitors reap the benefits of early adoption.

Our Take at Front Row

While specifics on character limits and formatting haven’t been confirmed, we expect Amazon to provide a notice period before enforcing the new format, with a likely transition phase. As usual, Amazon will announce the change before full enforcement.

Though it's too early to take action, staying informed is crucial. Keep an eye on updates and be ready to act when details are confirmed.

At Front Row, we’re monitoring the situation closely and are here to help you prepare when the time comes. Reach out to us for guidance on navigating these upcoming shifts in Amazon’s marketplace.