Navigating Amazon's New Title & Item Highlight Update

As part of our commitment to keeping your catalog fully optimized, we wanted to fill you in on a standard platform update Amazon is rolling out next month regarding how product titles are displayed.

What’s Changing (and Why)

Amazon is shifting toward a cleaner, more mobile-friendly shopping experience. To do this, they are breaking down traditional product titles into two distinct parts:

• Shortened Product Title: A concise title capped at 75 characters.

• Item Highlights: A new secondary field capped at 125 characters to showcase key features, dimensions, or materials.

On mobile apps, these will appear stacked (with the title in bold and highlights in a lighter grey underneath). On desktop, Amazon will automatically merge them into one seamless line separated by a pipe symbol ( | ). Ultimately, it’s a great change for mobile conversion rates and keeps search results looking sharp.

Our Action Plan

This update goes live on July 27th. If a listing hasn't been updated by then, Amazon's automated backend system will automatically shorten the title for you. To make sure we maintain absolute control over your brand voice, formatting, and key SEO keywords, our team is going to handle this transition manually.

Step 1: Mandatory Title Optimization (Under 75 Characters)

All product titles will be optimized and shortened to a maximum of 75 characters ahead of the deadline. To maintain consistency and maximize discoverability, we will be strictly utilizing the following standardized format:

[Brand] + [Product Style/Model] + [Keyword Descriptor] + [Size/Color/Weight]

Step 2: Tiered SEO & Catalog Prioritization

Because crafting the perfect keyword descriptor requires a strategic, less formulaic approach, we are rolling out a phased transition based on product priority and SEO performance:

• Phase 1: We will focus on your top-priority, high-volume products first to protect your core revenue and ensure a seamless transition.

• Phases 2 & 3: We will shift into mid- and lower-tier catalog items to bring the remaining inventory up to speed before the live date.

A Note on Amazon's Moving Target

If there is one constant on Amazon, it’s change. Based on what we’ve already seen while testing this new format with our other brand partners, we expect some algorithmic quirks and minor display issues to pop up along the way. We want to keep you ahead of the curve: our team is watching the backend closely and is ready to make quick, real-time adjustments to ensure this transition is as seamless as possible for your catalog.

Next Steps

We are already diving into your catalog to map out these adjustments. Because you know your products best, we will reach out along the way for your quick input and approval on the updated text before we push anything live.