📜HISTORY-MAKING CHANGE📜: Amazon is making a massive structural shift in their page setup → Introducing TWO-PART TITLES.

🔹 PART 1: Short, clear title (Brand, Product Type, Size/Variation)
🔹 PART 2: Product Highlights (Features, Benefits, Advantages)

This is the BIGGEST change to Amazon’s page structure since the marketplace was born.... and it will be a LAND GRAB for brands. Let’s break it down.

****** Why now? ******
➤ MOBILE-FIRST ERA: 70%+ of shopping happens on mobile. Short titles are needed to adapt to that format.
➤ GENAI READY DATA: Amazon’s new AI engines (Cosmo/Rufus) need structured, prioritized data. Product Highlights are perfect for that. I anticipate this will carry the highest indexable value within the page structure.
➤ REVIEWS AREN’T ENOUGH: Let’s face it — Rufus results are awful because they’re based on reviews. Amazon knows the mess of incomplete or incorrect data is to blame. They need a way to incentivize brands to provide the best data, structured correctly.

****** What should I do? ******
Remember — this is a LAND GRAB. If you treat this like a formatting or copywriting update, you're going to lose.
✅ NOT A BRANDING EXERCISE: Don’t waste the Highlights section on fluff like “ethically sourced” or “family-owned.” Focus on high-volume, high-relevance search terms that match what customers are actually typing — because that’s what AI will index to drive traffic to your page.
✅ GET READY NOW: Brands should get their two-part titles ready this month. Amazon’s rollout is expected in Q2 or Q3. If you're ready when the switch flips, you’ll instantly outpace competitors who scramble after. Think of Bullet Point 1 as the holding position for the Product Highlights.

******* Conclusion *******
Winter is coming: Early movers will win search territory. Late movers will pay for ads.