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If you sell on Amazon, big changes are coming to one of the most visible parts of your listings , your product titles. Amazon is expected to roll out a new Two-Part Title format as early as Q2 or Q3 of this year. Some are even calling it the biggest change to Amazon’s listing pages since the marketplace began, a real “land grab” opportunity for proactive brands. 

For established brands doing mid-7 to mid-8 figures in revenue with hundreds or thousands of SKUs, this is huge. It’s not just a random UI tweak; it’s a strategic chance to leapfrog less agile competitors. 

In this post, we’ll break down what two-part titles are, why they matter, and how you can start preparing right now to stay ahead of the pack.

What Are Amazon’s Two-Part Titles?

Amazon’s new title format will split your product title into two distinct sections:

• Core Product Title (Part 1): A short, clear identifier of the product , typically your brand name and the basic product info like what it is, model or variant, and maybe a key attribute (e.g. color or size). Think of it as the essentials only. 

For example, a current title that might read: “Nike Air Max 90 Running Shoes , Cushioned Sole , Lightweight and Breathable” would be simplified so the core title is just “Nike Air Max 90 Running Shoes”. This part is all about immediate recognition and compliance with Amazon’s preferred concise style.

• Product Highlights (Part 2): A second section for key features, benefits, and selling points. This is where you can put those juicy details that used to clutter up your title. In the running shoes example, Part 2 would contain phrases like “Cushioned sole for all-day comfort, lightweight and breathable design” , effectively a mini highlight reel of why the product is great. It’s like taking what you might currently jam into a long title or your first bullet point, and giving it its own dedicated space.

Amazon’s goal is to make listings cleaner and more scannable, especially on mobile devices where long titles often get cut off. Instead of one giant run-on title, shoppers will see a short title plus an immediate highlights snippet. 

Importantly, this change is expected to roll out in the very near future (likely by Q2 or Q3 2025), even though Amazon hasn’t given an official date or final character limits yet. They’ve been surveying sellers about this update, fine-tuning the details, and signaling that it’s coming soon. I

In short: two-part titles are about to become reality on Amazon , and you need to be ready.

Why This Change Matters (and Why You Should Act Now)

At first glance, two-part titles might sound like a simple formatting update. But don’t be fooled , this is a big deal for several reasons:

• Search Visibility & Ranking: Your title is one of the most heavily weighted factors in Amazon’s search algorithm. If Amazon starts treating the Core Title and the Highlights separately in search indexing, it could impact your visibility overnight. You want to make sure your critical keywords are in the right place. Amazon has even hinted that listings not following the new format might get suppressed once this goes live , so compliance isn’t optional. 
• Mobile Shopper Experience: Over 70% of Amazon traffic now comes from mobile devices. On a tiny phone screen, a 200-character title just gets truncated, and shoppers may miss the most important info. By front-loading a concise title and then showing highlights, Amazon can ensure the vital details and selling points are seen at a glance. This cleaner format could lead to higher click-through rates and conversions, because customers immediately see a product’s key benefits without digging. 
• Better Conversion Potential: A two-part title gives structure and “breathing room” to your listing. Shoppers can quickly identify the product, then read a couple of highlights that might seal the deal. No more wading through a wall of text. A clear presentation means faster, more confident purchasing decisions. Early tests and common sense suggest that when people find what they need faster, they’re more likely to click Add to Cart. Better formatting = better conversions. 
• Reduced Keyword Stuffing (with No SEO Loss): This change forces everyone to stop cramming every keyword into a single title field. You’ll have a dedicated spot for feature/benefit keywords now. That means cleaner titles without sacrificing discoverability , Amazon has stated the new format will not hurt your products’ search indexing. In fact, it may improve it, because a structured format is easier for their system (and their AI) to parse. The Highlights section is basically a new place for additional keywords and persuasive copy, which could be a huge SEO win if used smartly. 
• AI and Future-Proofing: Amazon’s push for structured data isn’t just about today’s search; it’s also about the future of shopping on the platform. Their new AI-driven features (like the “Cosmo” shopping assistant and “Rufus” AI search engine) rely on clean, organized information. Right now, Amazon’s AI sometimes pulls info from unreliable sources (like mis-parsed reviews) because titles/bullets are inconsistent. Providing a clear Highlights section gives Amazon’s algorithms a trustworthy, direct source of product info to draw on. This could mean your product gets recommended more accurately by AI tools. Essentially, you’re helping Amazon help you. 
• Competitive Advantage for Early Movers: Here’s the kicker , most brands will procrastinate or take a wait-and-see approach. Change is hard, and it’s easy to ignore it until Amazon forces the issue. That’s exactly why you, as an experienced operator, should start preparing now. Brands that have their two-part titles ready to go will “instantly outpace competitors who scramble after” the launch. By the time others are reacting, you’ll already be optimized and capturing the increased search traffic. 

Think of it like an SEO land grab: those who claim the high ground early will enjoy months of superior organic placement. On the flip side, late movers could see their rankings drop or even face suppression for non-compliant titles, leaving them either invisible or forced to overspend on ads to catch up. Nobody wants to be in that boat.

In short, two-part titles aren’t just a formatting tweak , they’re a structural change to how Amazon listings work, with implications for search, compliance, and conversion all at once. The good news is you still have time to prepare. This is a rare chance to get ahead of an Amazon change instead of playing catch-up. Let’s walk through how to do that.

Step-by-Step: How to Prepare Your Two-Part Titles

You don’t need to flip the switch on your live listings just yet (in fact, you shouldn’t until Amazon officially rolls it out). But you should be doing the groundwork now. Here’s a practical step-by-step plan for large brands to get ready:

1. Audit Your Current Titles: Start by reviewing your catalog’s existing Amazon titles. Identify titles that are too long, repetitive, or filled with fluff that might get cut off or could be moved out. Essentially, flag any listing where the title currently tries to do too much. Get a list together of what needs adjustment. 
2. Define the Core Title for Each Product: For each product, distill down the must-have info that should go into Part 1 (Core Product Title). It should read like a straightforward product name that anyone can understand in one glance. 
3. Draft Compelling Product Highlights (Part 2): Figure out what goes into Part 2 , this will be your Product Highlights section. Think of 2-3 must-mention features, benefits, or unique selling points for the item. Focus on terms people actually search for, and features that differentiate the product. 
4. Use Bullet Point #1 as Your Highlights Placeholder: Take the content you drafted for Part 2 and place it in your listing’s first bullet point for now. Think of Bullet Point 1 as the holding space for your Product Highlights. 
5. Get Your Systems & Team Ready: Implementing this change across a large catalog means coordination. If you use any PIM or listing tools, update your templates to accommodate two-part titles. Communicate with your team about this upcoming change. 
6. Stay Patient and Watch for the Green Light: Until Amazon officially enables two-part titles, hold off on drastically changing your live titles. Keep an eye on Amazon seller news and forums for the announcement. 
7. Own the New Format and Keep Optimizing: Once two-part titles are the norm, continue to optimize your Part 2 highlights based on new keywords, seasonal angles, or customer feedback. 

Final Thoughts: Don’t Wait for Amazon to Force Your Hand

Change on Amazon can be intimidating, especially for large brands that have a lot to lose if something goes wrong. But in this case, preparing for two-part titles in advance is a move that’s likely to pay off many times over. You’ll avoid last-minute scrambles, protect (and potentially boost) your search rankings, and offer customers a better experience.

The fact that you’re operating at scale , with sizable revenue and extensive SKU catalogs across Amazon, Walmart, Target, and your own DTC site means you know the drill. The winners in our space are the ones who anticipate Amazon’s next move and prepare, rather than react.

Take them up on the offer and shape your product titles on your terms, with your best foot forward. You’ll not only safeguard your current business, but stand to capture additional market share from competitors who drag their feet.

So, get your game plan in place: start splitting those titles, polish up your bullet point #1 with juicy highlights, and rally your team. When Amazon flips that two-part title switch, you’ll be ready to hit “Publish” and sprint out of the gate, leaving everyone else fumbling with their updates. In the fast-paced world of Amazon, proactive beats reactive every time. This is your chance to prove it. 

Get ahead now, and thank yourself later.