Introduction
Amazon has started rolling out one of the most important modifications to its product detail pages ever: Two-Part Titles. This design improvement is meant to change how vendors showcase their merchandise to consumers, particularly in the age of AI and mobile-first. This post examines what exactly Two-Part Titles are, why Amazon introduced them, and how vendors can prepare to ride this change toward increased visibility, discoverability, and sales.
What Are Two-Part Titles?
Two-Part Titles are a fresh new product listing format that divides the classic single-line title into two separate, functional parts:
Part 1: The Core Title
This consists of the must-haves: Brand, Product Type, and Key Identifiers (e.g., Size, Color, or Variant).
Example: “Owala FreeSip Water Bottle, 24oz”
Part 2: Product Highlights
A concise, keyword-laden summary that describes prominent features, benefits, or unique selling points of the product.
Example: “Leak-proof lid, BPA-free, straw included, keeps cold for 24 hours”
The update focuses on conciseness, clarity, and organized content enhanced for Amazon’s AI algorithms and mobile design.
Why Amazon Is Making This Change
1. Mobile-First Shopping Experience
More than 70% of Amazon purchases are now made on mobile. Long, messy titles are hard to read on small screens and slow down the user experience. Two-Part Titles enable a more scannable and concise layout, making it simpler for customers to access the information they require at a glance.
2. AI-Driven Discovery (Rufus & Cosmo)
Amazon has been aggressively investing in Generative AI tools like Rufus and Cosmo. These systems analyze listing data to generate answers, product comparisons, and personalized recommendations. However, inconsistent and poorly formatted titles have limited the effectiveness of AI-generated content. Two-Part Titles offer structured, reliable data that AI engines can digest more effectively.
3. Enhanced Indexing and Search Relevance
Part 2 of the title—Product Highlights—is expected to carry high SEO weight, acting as a prime indexable section for Amazon’s internal search engine and AI tools. Instead of relying on scattered keywords across bullet points and descriptions, Amazon is giving sellers a dedicated space to feature search-relevant phrases.
4. Cleaner Customer Experience
This change contributes to a broader initiative to make Amazon listings more consistent and clean. Customers should be able to identify what a product is and why it’s great within the first 2-3 seconds of viewing a listing.
The Opportunity: Why This Is a Land Grab for Brands
This isn’t just another formatting update—it’s a massive opportunity for early movers.
Brands that prepare early will:
Rank higher in AI-powered search results
Increase CTR with cleaner, mobile-optimized listings
Convert better with benefits clearly communicated in Product Highlights
Those that delay risk falling behind as Amazon’s algorithms favor listings that are structured for this new format.
How to Maximize Your Listings for Two-Part Titles
1. Create a Clean, Compliant Core Title
Keep it simple:
Brand Name
Product Type
Identifiers (Size, Variant, Color)
Example:
Bad: “Amazing BPA-Free Water Bottle with Straw, Leak-Proof, 24oz, Perfect for Sports and Travel”
Good: “HydroMate Water Bottle, 24oz, Blue”
This remains simple and adheres to Amazon’s mobile-centric guidelines.
2. Make the Product Highlights Work Hard
Use the Product Highlights section to:
List the top 3–5 features
Include high-conversion search terms
Highlight your unique value proposition
Example:
“Leak-proof, BPA-free, built-in straw, keeps drinks cold 24 hours, easy carry handle”
3. Leverage Keyword Tools and Search Term Reports
Treat the Highlights section like your new SEO powerhouse. Pull in:
Terms from your Search Term Report
Competitor keyword gaps
Keywords from Amazon’s suggested terms and auto-complete
4. Use A/B Testing
Use Amazon Experiments (formerly Manage Your Experiments) to test different Highlight phrases and keyword combinations. Measure improvements in CTR, conversions, and traffic volume.
5. Prepare Bullet Point 1 as a Launchpad
Many believe Bullet Point 1 will be the precursor to Product Highlights, or even the source data for it. Use this area now to fine-tune what you’ll later migrate to the new structure.
Common Mistakes to Avoid
🚫 Stuffing the Core Title with Keywords
This defeats the purpose of clarity. Overloading it reduces readability and can hurt mobile performance.
🚫 Using Fluffy Brand Messaging in Highlights
Phrases like “family-owned” or “ethically sourced” may feel meaningful but don’t drive search or conversion unless directly relevant.
🚫 Failing to Update Old Listings
Don’t just apply Two-Part Titles to new SKUs. Updating your bestsellers will deliver the most immediate ROI.
Case Study: Early Adopter Brand Wins
A CPG brand that updated 50 of its top listings to follow the Two-Part Title structure during beta testing saw the following in 30 days:
22% increase in mobile conversion rate
31% increase in total impressions
15% improvement in keyword ranking for top 10 search terms
This shows the structural change isn’t just cosmetic—it directly impacts visibility and revenue.
Rollout Timeline: When Will This Be Mandatory?
Amazon has not officially announced a fixed date, but insiders and agencies report that a full rollout is expected by Q3 2025. Brands should begin optimizing now to get ahead of the algorithm changes and ride the wave of early advantage.
Conclusion: The Future of Product Listings Is Structured, Searchable, and Smart
Amazon’s Two-Part Titles represent a fundamental shift toward smarter, cleaner, and more AI-optimized listings. For brands, this change is both a challenge and a huge opportunity. Those who act early and strategically will dominate visibility, conversions, and market share.
Whether you’re a solo seller or managing an enterprise-level catalog, updating your listings to meet this new standard should be a top priority in 2025.
