Are Your Keywords Safe? Preparing for the New Amazon Title 2-Part Format

 

Amazon just rewrote the rules of the game—and your keyword strategy might be next.

 

What’s Changing, and Why It Matters

 

Amazon is testing a major update to how Amazon product title content is displayed, introducing a two-part Amazon title optimization structure. Instead of squeezing every keyword and feature into one long line, sellers will have two clear spaces to work with: a short Amazon title and a section for key product highlights.

 

This change is meant to improve how your Amazon product listing shows up on mobile devices (where most shopping happens) and to give Amazon's new AI tools (Cosmo and Rufus AI) cleaner, more structured data. Cosmo and Rufus are Amazon's smart systems that help shoppers find what they need faster by analyzing your Amazon product listing, including your product title, images, bullet points, and descriptions.

 

The better organized your listing is, the more likely Amazon AI systems are to recommend it in search results. This is where the new Amazon two-part title format comes in. To help both shoppers and Amazon's AI understand your product more easily, titles will be divided into two parts, each with its own purpose and function:

 

Part 1: Clear, Concise Title – Brand, product type, size, variation

Part 2: Product Highlights – Features, benefits, competitive edge

This update makes your Amazon listing easier to scan for the shopper quickly scrolling on the phone and Amazon’s smart systems quietly working behind the scenes. It’s all about helping your product stand out faster, show up in more searches, and connect with the right customers the moment they’re ready to buy it.

 

The New Map of Amazon Listings

 

We’re moving from one long Amazon product title to a more holistic approach to Amazon SEO strategies where every element of the product detail page (PDP) plays a defined role in discoverability and conversion.

 

Here’s how the core SEO-optimized components break down:

• Title: The essential identifiers: brand, product type, variation, size.
• Product Highlights: A new section designed to feature top benefits and standout features (think of this as your hook). This section hasn’t rolled out yet; it’s something Amazon teased in recent emails. But it’s likely coming soon, so getting ahead of it now puts you one step ahead of the game.
• Bullet Points: Where you support your story: use cases, benefits, and key objections.
• Product Description: Deeper storytelling space, great for expanding on brand tone, instructions, or technical context.
• Generic Search Terms (Backend): Hidden but powerful SEO field used for keywords you can’t fit elsewhere.

Beyond copy, don’t forget that your image stack, A+ Content, and Brand Story play a strategic role in SEO for Amazon listings and can be optimized for both search and shopper behavior. A well-rounded PDP gives your product the best chance of being seen and bought.

 

This change isn’t cosmetic, it’s foundational. Mobile users (70% of Amazon traffic!) often see only the first 50–80 characters. If your main value prop is buried at the end, it’s getting cut off.

 

Now’s the time to future-proof your listings for this cleaner, more modular format.

 

The Keyword Survival Strategy

 

From Buckets to Blueprints

 

Back in the day (okay, last week), you might have treated your Amazon product title like a keyword buffet. Everything went in. Now? Think blueprint, not bucket.

 

Strategic Amazon keyword optimization is key:

 

The Bullet Point Black Box, No More

 

Let’s be honest, bullet points on Amazon often get treated like a catch-all for leftover features and marketing fluff. But with the Product Highlights section stepping in (eventually), it’s a great reminder that bullets deserve more attention. Now!

 

You don’t have to wait for new features to sharpen your bullets. Benefit-focused bullet points with relevant long-tail Amazon SEO keywords are already a best practice, and they’ll keep your listings ahead of the curve when the new structure goes live.

 

✅ Do:

• Lead with benefits, not specs.
• Use natural language for humans and AI.
• Cover FAQs, objections, and real use cases.

❌ Don’t:

• Repeat the same phrases as the Highlights.
• Overstuff with keywords. It’s 2025, not 2015.

AI, Mobile, and the Art of Getting Found

 

While not officially rolled out yet, this potential update isn’t just about shorter titles, it’s about giving Cosmo and Rufus (Amazon’s AI engines) structured data to improve Amazon sales through better ranking and recommendations.

 

Amazon wants clean input so it can give accurate output. Your job? Make sure every section of your listing has a role:

 

• Title = Identification
• Highlights = Value
• Bullets = Depth

 

Think of it as building a house: foundation, walls, and interior design. No more keyword salad, this is architecture.

 

Build Listings Like You’re Building a Website

 

Every element of your Amazon product listing optimization should serve a purpose, just like sections of a well-designed landing page. And just like a page, it needs to be skimmable, structured, and strategically laid out for both humans and bots.

 

That said, if your current listings already follow Amazon’s existing title guidelines, you’re on solid ground. Titles should stay within 200 characters, avoid repeating words more than twice, use only relevant keywords, and maintain a clean, logical structure free from disallowed symbols. There’s no need to rush into shortening your titles to 50 characters just yet; keep following current Amazon SEO best practices. 

 

If your content is already compliant and performing well, keep it as is. Focus on planning ahead, especially if you manage a large catalog.

H3: Here’s a quick prep checklist to get you started:

 

1.  Identify core identifiers (brand, product, size).
2.  Draft 2–3 punchy Product Highlights.
3.  Restructure your bullets for clarity.
4.  Track CTR and conversion performance.
5.  Stay updated as Amazon finalizes the rollout.

 

Don’t Panic, Plan

 

The new Amazon two-part title format isn’t here to punish, it’s here to push sellers toward a better customer experience and smarter SEO strategy. Early adopters will win visibility. Late movers will pay for ads.

 

Not Sure Where to Start? We’ve Got You

 

Our team is ready to support your next move. We’re here to help you plan, prioritize, and protect your rankings every step of the way.