#529 - Amazon Listing Title Armageddon? (Or Fake News?) & Walmart and TikTok "Prime Days" Buzz 6/11

the most in-depth discussion on this new Amazon title change that everybody is up in arms about. But spoiler alert, I think it's not a big deal at all. This and more on today's weekly buzz. How cool is that? Pretty cool, I think. Hello everybody and welcome to another episode of the AMM podcast by Helium 10. I'm your host Bradley Sutton and this is the show that is our Helium 10 weekly buzz where we give you a rundown of all the goings on in the Amazon Tik Tok shop and e-commerce world. We let you know what new features Helium 10 has and we also give a training tip of the week. So, let's get started and see what's buzzing. All right, guys. This week we're going to hop right into it because the entirety of the Amazon world is up in arms over this announcement that dropped yesterday. But guys, like I said in the intro, I might have the most contrary opinion on this that you will see out there. Like what I'm about to say, guys, is pretty much the opposite of what everybody else is saying out there. So, let's see what you guys think. I'd like to have your take. But anyways, what Amazon dropped in Seller Central this week was this article that you guys see here entitled Updates to Improve. I'm laughing because it's kind of like uh-oh, here goes Amazon with a gas lighting right off the bat, even in the title, you know, uh, pun intended, the title of this article is we're going to improve the product titles. A lot of people are saying it's not, uh, an improvement, but hey, I'm actually going to say the jury is still out on this. There's some there's some interesting things that have come up on this that I think uh, is really cool. Like, this is might be the best um, form of Amazon's AI that I've ever seen. What am I talking about? Let's get into this article first. It says, "Hey, your product titles are the first thing customers see. And for customers shopping on mobile, every character counts. So to ensure your product titles appeal to customers everywhere, we're making some changes that will help you show your product name and your product highlights seamlessly. Now, here is my first issue I have. All right. Um, Amazon is saying this and everybody's jumping on it, how this is important for mobile. Let me push back on that. I think this is a bunch of my initials. My name is Bradley Sutton. If you don't know what my initials are right now, guys, on mobile, if you were to search CoffinShelf, there's a pretty good experience. Now, as you can see here, you know, in the search results of of a search for Coffinshelf on the mobile app, you know, like it's allowing the brand name not to be at the beginning of the title. And there's a lot of uh characters here. Like, I'm counting about, you know, 70 to 80 characters showing up. Um, like here, look at the Helium 10 coffin shelf. This is pretty cool. It puts the actual brand name separate from the listing like like this is separate. You this Manny's mysterious oddities that is a different line. It's not like the first line of the title. This is separate. Like you see up here, Epic Gifts. This other uh competitor here has the brand name separate. And then you've got a lot of title here. There's like a good 80 characters of title. almost the entire title or the first half of the title is showing right here for the coffin shelf on the mobile browser already. Um here's this bat shelf took the title off which you know or the the brand name off which some people like and there's a lot of characters. Now what I want you guys to compare that to you remember Amazon is saying oh this is like a bad experience that we have on mobile. Take a look at the search results on Amazon for the same keyword coffin shelf. All right. First of all, it's forcing the brand name at the beginning on some of these. And look at this. Manny's mysterious oddities coffin shell. That is all there is on desktop for the title. Like it's truncated right there. Not even close to 75 characters. Here's another Manny's Mysterious Oddities product. Just says Manny's Mysterious Oddities Coffin Shelf. It doesn't even talk about the makeup. Like in my opinion, the desktop search result situation is super bad and being truncated weird. But it's weird because other products like these come from some different categories here. They're kind of truncated about 75 80 charact. So So guys, I think the desktop search experience might be the one that needs uh a little bit of help. I don't see how this is going to improve the mobile. I'm going to talk a little bit later. Like I said, this is going to be a super in-depth thing. We've got some like secret info from Amazon on this and I did, you know, a test on like 30 listings here. Um, but let me continue with this article. It says, and this is a key date, starting July 27, 2026, uh, titles in all categories except media will need to be 75 characters. Now, this is the first part that people are getting wrong. Yes, it's saying that the title, all right, it needs to be 75 characters, but it's it doesn't mean that your titles go from 200 down to 75. Why? Notice this next paragraph. It says, "The item highlights is a new field that provides an additional 125 characters for sharing materials or recommended use cases that help customers compare options. This content is searchable and visible with titles in search results and on product detail pages. Okay, so first of all, important point number one, the changeover date is July 27th where you have to have this done. What does that mean? I heard a lot of people saying, "Oh my god, how can you do this right before Prime Day?" Even I said that because why? Because I thought this said June 27th. I was like, "How in the world, Amazon, you gonna pull this thing on us and make us change this by June 27th?" right around Prime Day. And I was mistaken because it's actually July 27th. So my suggestion is guys, despite this, do not do anything to your listings right now. You're good. All right. You don't want to screw things up. Maybe something happens to your listing right during Prime Day, right? The second part, this is the part that I think is is is critical. Everybody's saying, "Oh, this is the end of keyword stuffing." Well, first of all, nobody has ever suggested to do keyword stuffing in titles. That's never been the best practice. So, so no business uh is as usual because you've never supposed to done keyword stuffing. Oh, the the way you you your customers discover your products is now completely changed and you're screwed. No, guys, you've probably been doing 200 character titles for a long time. This is going to be the same, but the only difference is it's taking out 75 characters. And I want to talk a little bit about what's supposed to go there. putting it in bigger letters potentially and then right underneath it's kind of like a subtitle that they're calling item highlights where the rest of your title which you already had there you pretty much can keep the whole entire thing and Amazon is saying still going to be searchable still going to be visible so that's the part that maybe is going to be a little bit better on desktop and mobile potentially if for sure the 75 plus the 125 show up without truncation. I don't see how that's possible, but I think maybe it's going to be possible on mobile and desktop potentially if that subtitle, that 125 item highlights is in a smaller font because now guess what? Now it can show everything there theoretically. So in that sense, yeah, visibility in search results might be a little bit better. Uh let's continue here. We're providing AI powered tools to help you create optimal titles and item highlights. uh these tools will automatically adhere to the new limits 75 and 125 and you can take these steps. Now, here's another part where I think people are getting wrong. In the past, anything Amazon says about AI and seller central, sellers like run to the hills because they're like, "Oh, this this Amazon suggested listing and all these suggested uh updates for titles and bullet points in the past." Yes, guys, it was abysmal back in the day. It was terrible. the kind of things that Amazon's AIS in seller central would um would recommend and you're like, "Oh my god, it's putting like forbidding keywords there. It's like chopping my title in half and taking out all my main keywords." I would never allow Amazon AI to do anything. But guess what, guys? Amazon's AI, oh my goodness, it has come a long ways. I'm going to show you guys in a little bit some examples. So again, this is something I think you might be misled on if you're listening to people saying that you don't want Amazon's AI to touch it. I'm going to show you uh some situations where it's actually not that bad. Let's actually go through that here because here it gives instructions in this article uh how to see what your listing what AI would change your listing. It says go to manage inventory, select edit for a product and then hit view enhancement. So let's go ahead and do that together. Here's our coffin shelf. We are going to go we're in manage inventory. We are going to hit edit listing. And then what I want you guys to do is to go to product details tab. And right here you are going to see the new titles right here. It says item name right here. That used to be the title. And then it says item highlight. It's blank for pretty much everybody right now. And I don't think it's actually going to go live uh until later. Now what Amazon says if you want to see what the AI is going to do to I mean you can just go in here right now. Like let's say you only have one listing and you're like, you know what, I want to get ahead of this thing. I'm just going to go ahead and change my uh my title to be 75 characters and then put the rest of my characters in this 125 uh character field. You can do that now if you want to. Again, I suggest not doing it. We got Prime Day coming up. Wait, you know, Amazon might even change this a little bit. So, so there's no rush here. So, hit this button, view enhancements. You'll see here uh first of all, there there's a couple weird things going on. Number one, down here below it's saying that there's AI generated content for the bullet points. This is a complete bug. This part is wrong. So, yeah, this part of AI sucks. Uh, guys, if you're going to submit Amazon's AI suggestions, turn off the bullet points because I don't know what the heck is going on. What it's saying is your AI generated content. And then, as you can see, there's only like one bullet point on the right hand side for some reason. This is just your original bullet point. So, just to be safe, turn that off until Amazon uh Amazon fixes that. Now, something new is this included components. All right, this I don't you know, this might have been in the back end, but I never remember this being on the front end. So, you might want to take a look at that. Now, scrolling back up here, item name. All right. The original title here was Manny's Mysterious Oddities Coffin Shelf and Coffin Gift Box with Spooky Accessory Set, small cute goth Halloween box by 14 by 7 in black. All right, that was my old title. I don't know when the heck that was in, like 5, six years ago or something, right? And so, what did the new title? Now, the first thing that I like about this AI thing is that I don't know what happened in brand registry 7 years ago when we made this, but it put Manny's Mysterious Odyssey all in caps. So, as you guys were seeing from some of our search results, it makes our search results super ugly. You can see here it's like Manny's Mysterious Odysseies all in caps and then it goes to regular, you know, uh, capital and small letters for the rest of the title. That is super ugly. I can never change that. But look what the AI is doing. It is changing Manny's Mysterious Oddities to only capitalize the first letter. And take a look at what it did. Manny's Mysterious Oddities Coffin Shelf and Gift Box Black. Now, here is the thing that blows my mind, guys. Not only is that a decent title, like that is the title of the product. A Amazon's AI did it right. Do you guys notice something here? In my original title right now, it said 14 by 7 in. This title says 15 by 8 in. Why? First of all, you might be thinking, "Ah, Bradley, look at that. Amazon's AI is screwing up. It's changing the dimensions of your product." But take a look at this, guys. I actually just updated the size of this product. All right? And I updated an image. And I guess I forgot to update the title. That's why it still says 14 by 7 in. Take a look at one of the images here. You'll see the image I changed to be 15 by 7.5 in. So, Amazon somehow uh maybe it's like it it took into consideration also the you know like the dimensions that that somebody measured the the product in. I don't know, you know, like maybe that something happened, but I think it just picked up on this one image that shows that I have an updated size and the AI was smart enough to change my title accordingly. That's pretty scary, guys. Anyways, here we go. Here is my title. Now, the item highlights. Look what it has here. small cute goth Halloween box with spooky accessories set. Guess what guys, that is almost my complete title that I already have. And this is why I think this whole thing is not as big an issue as some people are making it out to be because my old title was 200 characters. And guess what? My new this new rules I have 200 characters to play with. It's just going to split it up. Now, the part that is kind of like TBD until July or August is what impact on relevancy and ranking does this have. Amazon is saying no impact. Now, let's just take their word for it. So, like yeah, this is not a big deal, but Amazon has been known to make mistakes and not realize that it might algorithmically change something. We're not going to know that until we actually get these, you know, new listings up and be able to see if there is any um, you know, change in in like, you know, ranking uh, slight fluctuations or relevancy. Um, you know, you can Helium 10 as the only tool that measures Amazon relevancy. We'll definitely be running that to see what changed. But right now, as you can see, this AI, if you do nothing and allow Amazon's AI to change your title, it's going to do a good job. But like I said, I do suggest maybe doing it one by one just because who knows what the heck is happening with these bullet points. That shouldn't really be touched. But yeah, th this is the the process, guys, if you want to see what Amazon is going to suggest for your listing. Now, something I did, uh not me, uh I commissioned this, but but Rush, uh I have a full-time Amazon person on my team. She went through 30 different listings and put what the new title would be. And we did an analysis and almost all of these guys is pretty good. Again, what you see from the original title, the all caps Manny's Mysterious Odysseies, it takes it away and puts it into a much better looking thing. But every single one of these titles that Amazon's AI is doing, it's pretty darn good, guys. Now, interestingly enough, you might be wondering, did it did you lose tons and tons of keywords when Amazon's AI suggested a new change? Take a look, guys. None, almost none out of all these 10 listings that had, I don't know, let's just say 40 keywords or 50 keywords each total, we lost about three or four keywords. And most of them weren't even important uh keywords. Like this one was tall and wide. Well, it took it away the tall and wide cuz I had that for the dimensions. That's not really not needed for the title. Probably shouldn't have had that anyways. That's the only keywords that we lost. And so we lost almost no like three and four important keyword phrases. Now, here's the caveat on this. What if you guys are already kind of against what Amazon's suggesting? You've got a 250 character title or 275 character. Yes, Amazon's AI is going to, you know, squeeze that down. Um, and so, you know, Helium 10's been working on some alternatives. So, if you don't trust the Amazon AI, you want to use the Helium 10 one, we're going to have some like clawed skills that you're going to be able to use to run this and do um you know, like flat files, we're going to have in our AI listing builder a way where if you are losing keywords, we're going to make sure the keywords lost are not your important ones. And then whatever keywords were lost, and we see that it's no longer anywhere else in your listing, like bullet points, we'll actually update the rest of your listing accordingly. like whatever was lost from the title because you had too long of a title before, like 250, 270 characters. We'll take that keyword lost and put it like in a bullet point or your description. So, that's pretty cool. Um, I'm not sure when exactly that's going to be ready. Like I said, guys, we don't have no rush at all. Uh, don't be doing stuff until July anyways in my opinion, but stay tuned for announcements from Helium uh 10 on that. Now, one thing that I didn't like though about this is that I had a few listings in another account where a lot of them I actually didn't have the brand name at the beginning of the title. Like Amazon allowed me to get away with that. Like it had it allowed me to put it at the very end. And now with this new AI, it's forcing me to put that brand name at the beginning. So that a little bit of a pet peeve to me because now that's taking up real estate. And now I'm like, why in the world did I choose this these dang three-word brand names that's taking up half my title? So, um, in retrospect, that part of the AI I don't like. But that's that's really what Amazon's policy is. Amazon's policy has always wanted you to have the brand at the beginning of the title. Right now, I got some extra info that Amazon was uh gracious enough to send us. Shout out to Addy over there. Some info that I can't really share it on the screen, but I'm just going to talk about uh some of it here. Okay, we've got some FAQs that they gave. So, first of all, it said, "Why is Amazon making this change? We already told you the the gas lit reason about the the mobile, which I really don't think is a reason. It's actually better looking on desktop. It asks, "What is item highlights and how does it work?" It says, "Titles help customers identify a product, but the highlights ensure that all key product information is represented in a way that's easy to see. With this new structure, titles are reserved to identify the product itself, like hiking boots, and then item highlights can provide additional details like ages 10 plus or waterproof. So again, this is exactly what we've always been doing with titles, right? When does this go into effect? It says, "Any title still over 75 characters will be updated to the AI recommendation starting July 27th. Your listings will stay active throughout this process, and you can make changes to your titles and highlights at any time in the manage inventory. What happens to my existing listings that have titles longer than 75 characters? Again, they're going to be automatically updated, it says here. question, will this change affect my products dis uh search ranking or discoverability? The answer from Amazon, no. We will use your product title and item highlights for product discovery. So all your key information is still searchable. So again, basically in other words, the Amazon uh seller terminology, you're still it's still going to be indexing. Now, whether it's going to index as strongly as the old title, time will tell on that. which product types are affected. This change will impact product titles all categories except for media in all marketplaces, all countries except for Saudi Arabia, Egypt, Turkey, and UAE. What happens if I sell in multiple marketplaces? Do I need to update titles separately for each one? The answer, your titles will be updated across all stores where your product is sold. Question: What if my brand name alone is close to or exceeds 75 characters? Amazon says not really an answer. Uh it's kind of like almost like a screw you kind of thing, but basically says, "Hey, when we reviews our site, almost or most brand name and core product titles fit within 75 character limit." So in other words, you know, if yours doesn't, you really have a dumb brand name. That's the vibe I get from there. I'm not saying that, guys. I feel myself dumb that I had these dang three-word brand names, but still doesn't come close to 75 characters. Question. Will this affect my Amazon advertising? The answer, since item highlights are searchable along with your title data, this change will not affect your sponsored products performance. Another similar question again like the a previous one. What if my product genuinely requires more than 75 characters to be accurately identified? They said, "Hey, sorry, not sorry." You know, you got to get it down to 75. whatever else you have, put it in that 125- which guys, it's literally right there under the title. So, I don't think we lose anything by by putting extra stuff down there. How will this listing affect or how will this affect listings in non-English marketplaces where character counts work differently? For example, Nihongo Japanese. It says here, the 75 character limit will apply to titles across all marketplaces. And that's pretty much what it says. So, like I guess it says no, that's that this character doesn't matter if it's Japanese or or not. You have to stick to the 75 character limit. Question. If you update my listings, will you automatically create the item highlights too? Answer, yes. Another question about searchability. My titles are tailored to ensure maximum searchability. In other words, I've been using Helium 10. I've gotten the best keywords. It's so important I have these keywords here. Answer. Since item highlights is searchable along with title data, this change will not impact your searchability. Question. What can I put in an item highlight? Are they moderated? Answer: We recommend using highlights to spotlight additional product details like materials, recommended age ranges, or use cases. Because highlights are optional, they're only monitored to ensure no restricted content is included. Can I use bad grammar and abbreviation on my titles to make sure they're under the character limit? Answer is basically no. Current title best practices uh still applies. question. Do both parent and child asens have to fall under the new 75 character limit? Answer, yes. All right, guys. So, like I said, this is a pretty in-depth u you know part of just about this new title change. The people who might be worried are the people uh who've got like a thousand or 10,000 different products. You know, shout out to Yeitzak and Niron Leggings. He's got like thousands of SKs. You might be like, "How in the world am I going to change these and optimize it?" As I showed you guys, the AI optimizing one that Amazon is going to manually do. I tested 30 and there was not one of them where I was like, "Oh, this is bad or or it took out, you know, the main keywords." But then again, I was always in compliance where I had only 200, you know, uh, character titles. So, if you have tons of ones, you could just like do nothing and wait for Amazon to change it or wait for Helium 10's uh new tools to come out that will have even more optimized than Amazon's AIS um that you'll be able to bulk uh do potentially. All right, guys. Next up, let's switch marketplaces. We know Amazon Prime Day is coming on June 23rd. What about the other big retailers? Well, Walmart has their summer sale, kind of like their Prime Day, starting also, or actually a day earlier, on June 22nd. Uh, Target Circle deal days starts June 23rd, same exact time as Prime Day. Tik Tok shop deals for you days, this goes from June 17th, so super early, and it goes super late, all the way to July 2nd. All right, so guys, you know, if you're selling on these other platforms, this is the time a lot of people are shopping. not just on Amazon, but these other websites. So, make sure you've got some cross promotional activities uh potentially uh going on. All right, speaking of Prime Day and things, you know, last thing you might want is is your listings and other marketplaces being hijacked. Shiovali has a strategy on how you can see instantly who is jumping on your listings in foreign marketplaces. >> Did you know someone could be selling your product in another Amazon marketplace right now, and you wouldn't even know it? Why is this important? and how can it make you money? Because if someone is selling on your AS in another marketplace, whether they're drop shipping, they're selling non-genuine inventory, or simply reselling without your authorization, well, it impacts your brand, your pricing, as well as potentially your reviews. And if they sell under your AS, any negative review affects that listing overall that can spill over into your main marketplace. Monitoring this is not optional. It's simply brand protection. Let me show you how you can check on this inside of Helium 10. All you need is the Helium 10 Chrome extension. You're going to go to your product or even a competitor's product and make sure that the Chrome extension is running. In the top right hand side where it says all marketplaces, you're going to click see more data. Now you can see every Amazon marketplace where that AS is active. For example, we are only selling this product in US and Canada. But look at this. someone's selling our product in Amazon France, in Amazon Poland, and even Amazon Belgium. It even shows how much stock they've got. So, let's click into Amazon Sweden. Who in the world is selling our product there? Here it is. Our listing live in Amazon Sweden. Somebody called Trade is selling it for 1,143. We don't really know what the Swedish currency is, if I recall. maybe cronis. But if we didn't have this tool, we would have had no idea that this was happening, right? The same as showing up in Amazon Japan, Amazon Turkey, Amazon Poland, Belgium, and more. And this tool lets you see where your competitors are active, what marketplaces they're expanding into, how much stock have they got left, and whether someone is hijacking your listing. And remember, if someone sells under your AS, good product or bad, that review is going to be attached to your AS and that's going to affect your listing health overall. So, it's critical that you monitor who's selling your AS in the marketplaces where you are not actively selling yourself. With the Helium 10 Chrome extension, you can check this in seconds and protect your brand globally instead of trying to figure out what to do next after the damage has already been done. >> Thank you for that, Shioali. Next article comes from Seller Central and it's entitled, "Register now for Amazon Accelerate 2026 and save $100." So guys, this is, you know, one of the best Amazon conferences in the entire world every year. Maybe the only one that rivals it is the Amazon conference that they put on in China where like 10,000 sellers in a stadium, but this is the best one or the biggest one especially for the USA. And the dates are September 22nd to 24 in Seattle. Remember the main benefit if nothing else obviously you're going to be able to hang out with Helium 10. You'll be able to, you know, see what's coming to Amazon. If you ever had problems with something with your Amazon account, chances are you can get it fixed with their seller cafe. All right? So that makes it worth it for many people to go to Accelerate just for the seller cafe where you can go face to face with a top level Amazon associate who can get to the bottom of your problems. So, uh, check the link in, uh, the description below, uh, for the link to be able to get $100 off. This deal lasts until August 8th. Next thing, you guys know what ASS is? That's the Amazon search shuffle. Other abbreviations is Amazon ASG, Amazon search glitch, or ASA, Amazon search anomaly. Uh, these are different names that people have had over the years of where all of a sudden all of your ranks all of a sudden go to like rank 32. That's one, you know, one of the anomalies that some people notice. Uh, a lot of times some people say, "Hey, all of a sudden for like hours of the day or even days in a row, my listing is not ranking at all. It doesn't even index anymore and then it comes back randomly." All right, because of this is happening for years, we develop something at Helium 10. It's completely free. You don't even have to have a Helium 10 account for it. But I just want to report that guys, it has detected some Amazon search anomalies. So, this is kind of like a a a detector. What do you call that thing for earthquakes? RTOR scale, right? Where if a lot of people's listings or a lot of people's keywords are all of a sudden de-indexing, like I don't know what the percentage is, but like let's say maybe it's like 20% or 10%, which is way normal. You know, always people have weird things of ranking based on based on different scenarios and you know, how much inventory you might have. You know, the the less inventory you have, the more instable your inventory or your ranking is going to be. Um but anyways if a big number of people are experiencing de-indexing and danking uh sometimes it's one sometimes it's both we are showing it on this tracker and you can see since June the 7th we have had the biggest number of Amazon search anomalies since March of 2026 and then right that was only one day in March before that we didn't have anything going back to December this. So, what I would suggest doing, guys, is take a look at your sales. Has anybody's sales gone down? Has anybody's page views gone down? Go to your own keyword tracker and take a look. You know, you can see here that here I have a lot of keywords that that weren't affected. I've got these keywords on Helium 10 Boost, which means it's check checking 24 times a day. And you can see I am consistently ranking. However, look at this right here. What happened today? From 800 a.m. until 12 a.m. All of a sudden, I did lose my ranking. You see, this is that Amazon search anomaly that that is happening. And I said it wasn't on my listings. I just didn't even see it until I just I clicked into here. But this is happening to me to to some of my listings. Let me look at my other one. Bat bath rug. This one is completely pretty much uh consistent. So, my ranking here is consistent, but I've got some keywords that uh the ranking is off. So, if you guys ever want to just get notified when there's some anomalies happening, this is completely free. We're not going to like spam you or anything. Just go to h10.me/asa, sign up, and then you'll get a notification if a search anomaly is happening. You know, the question is, hey, can I do anything about it? No, you just got to kind of like write it out and wait till Amazon fixes it. But, um, at least you have visibility to know, oh, did something happen to my listing? Like, am I suspended or something? No. If you see a big spike here, it's probably a lot of people are affected. All right, guys. A couple of podcasts you should just binge watch maybe this weekend. Uh, it's my annual ones of the Maldiv's honeymoon launch strategy. So, the first one, there's actually a two-parter. Part of it is on AM PM podcast, part of it is on Sirius Sellers podcast. Go to h10.me A is in Apple, M is in Mary 526. H10.me uh AM526. That is the Maldives honeymoon part one where I talk all about like Rufus and Alexa for shopping and why people are crazy with the kind of things that they've been trying to say about it. And then also how to do some product research to launch products. And then once you're finished with that, go directly to h10.me/750. That's episode 750 of the Serious Sellers podcast. And that is the actual Maldives honeymoon launch strategy where I go through all of my steps and show you how I got to page one within one week on almost all of my main keywords for the launches I did uh a few weeks ago. So there are some great episodes that you guys have ready for you. All right guys, so as we mentioned today or today shouldn't be any Amazon listing title Armageddon. Hope you guys are are taking some of these crazy LinkedIn messages with a grain of salt, but you are going to have to take action potentially by July 27th. Hope this episode was helpful to you. We'll see you guys in the next episode to see what's buzzing.