Amazon is gearing up to launch one of its most dramatic changes to the product page design since the marketplace began: Two-Part Titles. Quietly announced in a seller survey on April 21, 2025, and expected to roll out in the coming months, this change is set to redefine how brands compete for attention on Amazon.
In an era dominated by mobile browsing and an increasing desire for AI-driven search, Two-Part Titles won’t just be a formatting tweak—but instead a main player in the fight for visibility, relevance, and conversion. For brands, not only is it about adapting to the upcoming change, but it’s also about gaining real estate on Amazon.
What Does Two-Part Amazon Titles Mean for Sellers and Brands?
Under the new structure, Amazon product titles will be split into two separate sections:
- Clear & Concise Title:
Focuses on the essentials: Brand, Product Type, Model/Style/Flavor, Size, and Variation.
Example: HydrationStation 40 oz Stainless Steel Tumbler, Leak-Proof, Model 250, Rose Red
- Product Highlights:
A new field designed for feature-rich content.
Example: Durable & Lightweight, Cupholder Compatible, Silicone Straw Included, Insulated Stainless Steel Holds Hot or Cold Beverages, BPA-Free
Two-Part titles will ideally result in smarter recommendations, cleaner search results, and better visibility for products. This additional field is thought to also help Amazon’s AI systems, including Rufus and Cosmo. For brands, this upcoming change is an opportunity to rethink how you describe your product, in both human and machine-readable terms.
Preparing Now for Two-Part Amazon Title Implementation:
Although Amazon has yet to roll out the requirements of the Two-Part titles, such as character length and other limitations, it’s not too early to start putting some thought into how you plan to break your product titles into two separate parts. If you start putting together your Two-Part title strategy now, you will be set up for better success when it becomes time to add them to Amazon. For brands, it’s important to get ahead and upload your Two-Part titles as early on as possible to ensure you maintain control of the attributes and your overall brand presence on Amazon.
If you're a client looking for more information, contact your account team! If you’re interested in learning more about how Blue Wheel can aid in your brand efforts in online marketplaces, schedule a consultation with our team, we would love to hear from you.
Julia Asburry is the Senior Marketplace Support Analyst at Blue Wheel, where she plays a vital role in enhancing Account Health and Customer Service management. Her work empowers our clients to not just sustain, but truly thrive in the eCommerce landscape. With over half a decade of diverse experience in the industry, she wears many hats within the organization, bringing a wealth of expertise that propels us forward and helps set us apart.
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