Amazon is testing a two-tier product title structure that could reshape how listings appear in search and on the PDP. In this post, I share why we’re already preparing for the shift, how we’re prioritizing our top ASINs, and how we’re using AI to support the process without compromising creative strategy. Whether the change rolls out or not, the work we’re doing now puts us in a stronger position to lead.
There’s an upcoming shift taking place in the Amazon space. It hasn’t been fully announced, and there’s no official launch date, but Amazon is currently testing a change that could significantly impact how listings appear and perform.
The platform is experimenting with a two-tier product title structure. In this model, a short title would be shown in search results, while a longer, more detailed version would appear on the product detail page.
Nothing has been confirmed. We don’t know if it will roll out broadly, or exactly when. But we’re already planning for it.
Understanding the Two-Tier Title Approach
The idea behind this structure is simple. Rather than relying on one long title to cover every keyword and descriptor, Amazon may begin splitting titles into two separate views. The first would be concise and focused on shopper clarity in search results. The second would live on the PDP and carry additional context, supporting keywords, and product-specific detail.
If this becomes the standard, it will change how brands prioritize title copy, how keywords are balanced, and how listings are indexed and perceived by shoppers. Brands that are prepared early will be in a stronger position to take advantage of the change, while others will be left adjusting after the fact.
That’s why we’re choosing to move now.
Why We’re Writing Titles That Might Never Be Used
This work may never be published in the exact format we’re preparing for. But the value isn’t only in execution, it’s in the discipline of being ready before the industry shifts.
If the two-tier structure goes live, we’ll already have a foundation built. We’ll be able to move quickly with content that’s thoughtful, organized, and ready to test. This approach could create an early SEO advantage, and we intend to be in front of that moment, not behind it.
And if the change never happens? We still walk away with better titles. Our team has already sharpened its thinking around content hierarchy, keyword prioritization, and writing for multiple contexts. That’s never wasted effort. It’s content strategy that scales.
Starting With the ASINs That Matter Most
We’re not applying this approach across every listing at once. Instead, we’re beginning with our highest-performing ASINs, the products with the most to gain from increased visibility and optimized search presence. These are listings where even a slight increase in click-through or conversion can drive meaningful revenue.
By focusing our energy where it matters most, we’re giving ourselves the opportunity to test intelligently and apply learnings in a way that delivers real impact.
Using AI to Support the Process, Not Replace It
AI has helped us move quickly, but it hasn’t taken over the creative. We’re using it to flag overly long titles, suggest condensed versions, and apply basic formatting rules across large sets of listings. These efficiencies allow us to focus more of our time and attention on what matters: the voice, tone, structure, and strategy behind each listing.
Every final title decision is still reviewed and written by a human. That judgment is essential. Because at the end of the day, AI can help with the mechanics, but it can’t replace creative nuance or customer-first thinking.
Leading Ahead of the Curve
Plenty of teams will wait to see if the rollout is official. They’ll hold off until the change becomes widespread. Others may assume it won’t affect their category or won’t have significant impact.
We don’t take that approach.
Creative leadership on Amazon means watching for the early signals. It means building systems that are ready before the pressure is on. It means exploring what’s possible, even when the path isn’t yet confirmed, and knowing when the opportunity to act is worth the effort.
This isn’t about chasing trends. It’s about preparing for what comes next and making sure the team is in position to move when it matters.
Final Thought
If the two-tier title structure becomes the new standard, we’ll already be in motion. And if it doesn’t, we’re still better for the work.
Because strong creative is never just about reacting to change. It’s about being thoughtful, strategic, and prepared. That’s what allows us to scale with confidence. That’s what keeps us ahead.
