20:46
Amazon SEO
Amazon is mandating that product titles shrink to a 75-character 'Item Name' field plus a new 125-character 'Item Highlights' field starting July 27th, and sellers who do nothing will have Amazon's AI auto-split their existing titles, so the video shows how to preview that AI split in Seller Central and, for large catalogs, use Helium 10's AI-powered Listing Builder to bulk-rewrite and sync titles while preserving keyword relevancy.
Starting July 27th, all non-media category titles must be 75 characters or less (including spaces), with a new 125-character 'Item Highlights' field absorbing the rest of the content.
The total character budget is roughly unchanged (~200 characters); it's now split across two fields instead of one long title.
Title has historically been the most important part of an Amazon listing for SEO, relevancy, and ranking, which is why sellers were worried about the change.
Helium 10's 'title density' metric shows how many page-one listings have a keyword as an exact phrase match in title, indicating how easy/hard it is to rank for that term.
Required elements are unchanged: title must include product name and brand name; recommended structure is brand name, then product name, then distinguishing features, within the first 75 characters.
Sellers can preview Amazon's AI-generated split before the deadline via Seller Central: Manage Inventory → Edit Listing (on the oldest SKU under an ASIN) → View Enhancements.
Starting July 27th, sellers get a 14-day window (possibly extended further) to review, modify, and approve Amazon's AI-generated changes via the 'Review Listing Changes' page before they go live automatically.
The presenter judges Amazon's AI split as 'not terrible' and one of the better Amazon AI efforts, correctly preserving nearly all original keywords, but flags that it shortened the exact phrase 'coffin gift box' to just 'gift box,' weakening relevancy for that specific phrase.
For sellers with hundreds or thousands of listings, manually reviewing each one is impractical; Helium 10 Diamond plan's Listing Builder offers a (expected temporary, likely removed by end of August) 'Bulk Optimize' feature powered by ChatGPT to generate recommended titles/highlights at scale.
Helium 10's AI design principle (credited to Andrew Bell): brand name first, product name second, and keep original keyword phrases intact rather than splitting them, unlike Amazon's approach in the 'coffin gift box' example.
Helium 10's 'Sync to Amazon' feature pushes the tool's suggested Item Name/Item Highlights directly to the Amazon listing; changes appear as pending within roughly 15-30 minutes rather than instantly.
For very large catalogs, the presenter suggests spot-checking a sample of AI-generated listings rather than reviewing every single one, and accepting the rest if quality is high.
Non-compliant listings originally over ~200-250 characters will be trimmed by Helium 10's AI and some keywords will likely be lost.
New listings can be built directly with separate Item Name/Item Highlights fields via Helium 10's 'Start AI workflow,' making the older bulk tool expected to become obsolete by end of August.
It's an open question whether keyword placement (item name vs. item highlights, beginning vs. end of title) will carry different SEO weight; Helium 10 plans to run experiments and reward better placement via its internal 'listing score.'
Best practice is to fill up the full 75/125 character allowance unless a specific category/niche performs better with shorter titles.
The presenter's closing advice: don't worry too much — worst case, doing nothing lets Amazon's AI make the changes, some keywords might be lost, but advertising, relevancy, indexing, and searchability won't change if the title content itself isn't altered, just split.
Title Density — A Helium 10 metric that counts how many page-one listings for a search term contain that term as an exact phrase match in their title, indicating how hard the keyword is to rank for. Apply: Check a keyword's title density before launch — if it's low (e.g., 3), including that exact phrase in your title can get you ranking on page one from day one, or within a couple days if you're the only one using it.
View Enhancements — A button inside Amazon Seller Central's Edit Listing page (accessed via the oldest SKU under an ASIN) that previews how Amazon's AI will split an existing title into the new 75-character Item Name and 125-character Item Highlights fields. Apply: Go to Manage Inventory → find the ASIN → Edit Listing → View Enhancements to see and evaluate Amazon's proposed split before July 27th.
Review Listing Changes page — A Seller Central page that lists pending AI-generated changes to a seller's listings awaiting approval. Apply: Check this page after July 27th to see, modify, and approve or reject Amazon's AI-generated title/highlights changes within the 14-day review window.
Bulk Optimize (Helium 10 Listing Builder) — A temporary Diamond-plan feature in Helium 10 Listing Builder that uses ChatGPT to generate recommended Item Name and Item Highlights for many active listings at once via a 'Rewrite' button. Apply: Select all active listings, hit Rewrite to generate AI title/highlights suggestions in bulk, then spot-check a sample before accepting the suggestions across a large catalog.
Sync to Amazon — A Helium 10 Listing Builder feature that pushes the tool's optimized Item Name and Item Highlights directly to the corresponding Amazon listing. Apply: After approving Helium 10's suggested title/highlights, select the listings and click Sync to Amazon, then wait 15-30 minutes and refresh Edit Listing to confirm the change appears as pending.
Start AI workflow — A Helium 10 Listing Builder feature for brand-new listings that auto-populates separate Item Name and Item Highlights fields from scratch. Apply: When creating a new listing after the format change, launch the Start AI workflow instead of the older bulk tool, which is expected to be phased out by end of August.
Listing Score — Helium 10's internal scoring system that rates a listing partly based on where keyword phrases are placed within the title/highlights. Apply: Use the score as feedback on whether keyword placement (e.g., item name vs. item highlights) follows Helium 10's recommended best practices, pending further testing on how much placement actually matters.
Recommended title structure — A title-construction rule requiring brand name first, product name second, and distinguishing features (size, color/variation) within the new 75-character limit, with keyword phrases kept intact rather than split. Apply: When writing or reviewing an AI-suggested title, verify brand name leads, product name follows immediately, and important keyword phrases (like 'coffin gift box') remain unbroken rather than fragmented across the title/highlights split.
The 'coffin gift box' example shows that even an AI split judged 'not terrible' overall can silently break exact-phrase-match relevancy for a specific secondary keyword by fragmenting it across fields, illustrating a subtle risk that isn't caught by simple 'did all keywords survive' checks.
The presenter's claim that title position carries unequal SEO weight (a keyword at the very start of a title outweighs the same keyword at the end) implies that moving content from Item Name into Item Highlights could quietly demote previously high-value keywords, even though the words technically still appear on the listing.
Helium 10 frames its own Bulk Optimize tool as a limited-time offering (likely pulled by end of August) tied directly to Amazon's deadline, positioning the vendor's Diamond-plan upsell as the practical solution to a problem Amazon itself created.
The presenter openly acknowledges his own tool's AI is imperfect but argues Helium 10's suggestion (keeping 'coffin gift box' intact) is superior to Amazon's own AI output on the exact same listing, an implicit vendor-vs-platform comparison used as a sales argument.
«Again, title is super important. That's why a lot of sellers were very worried about this.»
— 02:43
«Let me just tell you, first of all, it's not terrible. All right? It is not bad at all compared to other things that Amazon has had with AI...»
— 04:44
«This July se[venth] 27th deadline does not mean that hey Amazon is just overwriting all your listings on July 27th. You're going to have an additional theoretically speaking 14 days.»
— 07:52
«It's literally humanly impossible unless you have a team of 10 people maybe doing it around the clock on July 27th, right?»
— 08:48
«Not your your whole title is not treated equally. Like if you have the word coffin shelf at the very very beginning of your title that is not the same as having coffin shelf as the last two words of the title.»
— 15:23
«My last advice is don't worry too much about this, guys. The worst case scenario, you do nothing and you allow Amazon's AI to change everything. Yes, you might lose some keywords, but it's not going to be the end of the world.»
— 19:43
«For now, we need to just go off of Amazon's word and and and that advertising and relevancy and indexing and searchability is not going to change at all if you don't change your title, if you're just splitting it into the two.»
— 19:53
«wish you the best of success in this new Amazon title world that we are living in»
— 20:15
Reception
Viewers largely appreciated the clear walkthrough and useful AI features, but several raised confusion or frustration over inaccuracies (size discrepancy, missing caps) and the update not yet appearing live on Amazon.
This is a vendor tutorial from Helium 10 that genuinely explains an Amazon-mandated title-format change and walks through Amazon's own preview tools, but it doubles as a pitch for Helium 10's Diamond-plan Bulk Optimize feature, which the presenter frames as the practical solution for large catalogs while noting it's likely a temporary, deadline-driven offering.
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