Amazon has rolled out a new rule that affects how you write your product titles. Ignoring it can lower your visibility or even lead to listing suppression.
This guide breaks down what the rule means, who it applies to, and how to follow it without hurting your search performance.
If keeping up with Amazon’s rule changes feels like a full-time job, let Manage Amazon handle it for you. From store setup to listing compliance, we keep your account updated and optimized so you can focus on growth.
What Is the Two-Part Title Rule on Amazon?
The Two Part Title Rule asks sellers to format their titles in two parts. First, the product name. Second, the most relevant key attributes. The goal is to make listings more accurate, improve the buyer experience, and reduce the chances of counterfeit or misleading products.
[Brand Name] + [Descriptive Keywords or Key Product Details]
That’s it. No more cramming 200 characters full of keywords like you’re playing SEO roulette. The new rule aims for clarity and uniformity.
Two-part title examples:
- Nike Men’s Running Shoes Lightweight Mesh Sneakers
- Samsung 65-Inch 4K UHD Smart TV with Alexa Built-In
- Lodge Cast Iron Skillet Pre-Seasoned 12 Inch
The goal is to find brand recognition upfront, followed by a clean, informative product description. That’s it. Clean. Easy to scan. Easy to trust.
Why Is Amazon Forcing This Change?
Amazon aims to become the most trusted go-to marketplace for buyers. To make product listings more accurate and reduce the risk of counterfeit goods, it has introduced the Two-Part Title Rule.
The marketplace became a mess of “Gaming Mouse RGB Wired Wireless Ergonomic LED 9-Button High DPI Optical for PC Laptop Macbook Pro Gamer” chaos. It was bad for buyers, bad for conversions, and bad for Amazon’s brand.
Amazon’s internal data reportedly showed that overly long titles reduce customer trust. And multiple A/B tests proved shorter, brand-led titles convert better.
So this isn’t just aesthetic. It’s about improving search, mobile readability, and trust. Plus, Amazon wants listings to mirror what Google already values: structured, relevant, scannable titles.
What Are Amazon’s Official Guidelines on Titles Now?
Amazon has updated its product title requirements to reflect the two-part rule. Here are the core constraints:
- Titles must start with the brand name
- Maximum title length: 80 characters (not 200)
- No promotional phrases (“free shipping”, “best seller”, etc.)
- No all caps, no symbols like “!!!”
- Do not include size/color unless essential to differentiate
Amazon title character limit: 80 characters across most categories. This is strict.
Amazon product description character limit: Up to 2000 characters (but optimize for clarity)
Amazon search term character limit: 250 bytes
Common Mistakes Sellers Are Making Right Now
Most mistakes boil down to trying to game the system.
- Skipping the brand name at the start
- Stuffing keywords at the end hoping it still ranks
- Going over the 80-character limit by a few words, assuming it won’t matter
- Using banned symbols or emojis
- Repeating information already in bullet points
The consequences? Lower visibility, suppressed listings, or worse, account warnings. If you’re already dealing with account suspensions, check your titles.
Why Long Amazon Product Titles Hurt Your Listing
Here’s what most people don’t realize: a long, cluttered title doesn’t just look bad. It actively works against you.
Mobile cuts off titles around 65 characters. So if your keywords or product details are hidden beyond that point, shoppers never see them.
And if the front part doesn’t quickly build trust? They scroll. You lose the click. You lose the sale.
Long Amazon product names also confuse Amazon’s algorithm. It sees noise, not clarity. The new rule forces you to simplify. And simplicity wins.
How to Optimize Amazon Product Titles Under the New Rule
Here’s a quick structure that works:
Brand + Product Type + 1 Key Feature + Variant (if applicable)
Example: Owala Water Bottle Stainless Steel Insulated with Flip Straw 24 oz
It’s short, it’s clear, and it tells the buyer exactly what they’re getting.
A great rule of thumb: prioritize clarity over keyword count. Place the most relevant keywords in your title, and shift the rest to back-end fields like Amazon’s search terms character limit.
What to Do If You Sell Multiple Variants or Product Types
Yes, this can be tricky. But Amazon’s advice is consistent: only include what is essential for customer decision-making.
So if you sell a 5-pack and 10-pack, or Red vs Blue, use those in the title only if it helps differentiate. Don’t include “Best Value Combo Pack Deal!” Just write it like:
“Sharpie Permanent Markers Fine Point 12 Count Black”
And if you’re dealing with Amazon brand restrictions, stay within your approved naming rights. Do not misrepresent brand names or create misleading formats.
How to Test If Your Titles Are Working
This is where most sellers fall short. They change titles once and hope for the best. Don’t.
Use Amazon A/B testing inside your Brand Registry (aka Manage Your Experiments). Test two versions: one with extra details, one that’s tight and to-the-point.
Track:
- Click-through rate
- Conversion rate
- Total sales velocity
If you’re not using Amazon’s experiments tool, you’re guessing. Test every title update before scaling it across your catalog.
Why A+ Content Still Matters Even with Great Titles
Your title pulls the click. A+ Content closes the sale.
Even with a well-optimized title, you still need trust signals. That means sharp product photography, branded visuals, and benefit-rich comparison charts.
Amazon reports listings with A+ Content see up to 10 percent higher conversion rates. And if you’re not using it? You’re leaving money on the table.
At Manage Amazon, we help sellers design and optimize A+ content that converts. From layout strategy to keyword-backed messaging, our team makes sure your product detail pages turn clicks into customers.
Tools That Can Help You Implement the Two-Part Title Rule
Manual editing across hundreds of ASINs isn’t sustainable. Thankfully, there are tools to help:
- Manage Amazon: Their bulk ASIN manager flags non-compliant titles and helps restructure listings based on new Amazon title guidelines
- Helium 10: Alerts you to title length violations, keyword gaps, and suppressed listings
- Jungle Scout: Tracks title performance alongside conversion metrics
If you’re managing multiple listings, these tools are essential.
How to Avoid Common Implementation Issues
Here’s where sellers stumble even after knowing the rule:
- Updating listings through feeds but forgetting to override old template data
- Applying two-part format inconsistently across parent-child listings
- Not testing how titles appear on mobile
- Forgetting to rewrite bullet points after simplifying the title
Fixing your title isn’t enough. Everything around it has to support the same clean, buyer-first structure.
Why Manage Amazon Is Built for Sellers Navigating Title Rule Changes
Most sellers aren’t struggling with understanding the rule. They’re struggling with applying it across hundreds of SKUs, while tracking performance, without breaking anything.
That’s where Manage Amazon makes the difference. It doesn’t just flag non-compliant titles. It helps you rewrite them in bulk, test them in real time, and push updates that stick.
If you’ve been burnt by suppressed listings, missed opportunities, or just feel lost inside Amazon’s ever-shifting rules, Manage Amazon gives you the structure and visibility to stay ahead.
FAQs
What is the correct title length for Amazon listings now
The official limit is 80 characters including spaces. Amazon enforces this strictly across most categories and any excess can result in suppressed listings.
Why is the brand name required at the start of the product title
Amazon prioritizes customer clarity. Starting titles with the brand improves trust, consistency, and alignment with Amazon’s catalog quality standards.
How can sellers check if their titles follow Amazon’s new rule
The easiest way is to run listings through software that flags title issues. Manage Amazon offers this functionality, making it faster to stay compliant across all ASINs.
What else should be optimized besides the product title
Sellers should also focus on A+ Content, bullet points, and backend search terms. Manage Amazon helps with A+ Content strategy that turns more clicks into conversions.
Final Takeaway:
This isn’t one of those updates you can ignore and hope it goes away. Titles are the front door to your listing. Amazon is now watching how clean, compliant, and helpful they are.
Fix them, test them, and support them with great content. And if you’re overwhelmed or already making common mistakes, start with the title. That’s where the real click happens.
