Amazon announces a fundamental change in the product title structure: In the future, titles will be structured in two parts with a clear separation between identifying product features and individual highlights. The goal is better display on mobile devices as well as optimized placement in search and recommendations. While the rollout is initially planned for the USA in the second or third quarter of 2025, an early introduction in Germany is also likely. The transition could have significant effects on visibility, click-through rate, and advertising performance.
What do sellers & vendors need to consider?
Closely monitor US developments: Anyone selling in the US should closely follow the introduction, proactively test and optimize the new title structure for bestsellers, and document learnings.
Watch for a permanent rollout signal: If the new model remains active in the US for more than 6-8 weeks without A/B testing, a full-scale introduction can be expected—both for the US market and prospectively in Europe.
Focus on relevant keywords: Instead of keyword stuffing, relevant search terms should be purposefully placed in the highlight section, as this part will, according to experts, be more strongly indexed by Amazon’s AI.
