Amazon already adjusting titles in mobile

This This is the Billiondollar Sellers podcast. Your go-to source for cutting edge strategies and success stories from the world of Amazon and e-commerce. Buckle up and get ready to take your Amazon business to new heights. Don't forget to subscribe to the Billiondoll Sellers Newsletter. Welcome your host. >> Welcome your host, Kevin King. >> Hey everyone, and welcome to the Billiondoll Sellers podcast. I'm your host, Kevin King, and today is Monday, July 6th, 2026. We've got a massive show today, so buckle up. First up, Amazon is splitting your product titles in two, and the deadline is July 27th. So, that's about 3 weeks from now, and this is a big deal. Then, we've got some incredible data from Profound on how ChatGpt actually picks the products it recommends to shoppers, and the numbers are are kind of mind-blowing. We're also going to talk about a sneaky workaround to pull Amazon review data using Tik Tok shop and Helen 10's Chrome extension, plus some leadership stuff from Sam Hanky, the guy who ran the Philadelphia 76ers, a study on how chat GPT completely changes its product picks when it searches the web, and of course the hot picks and the parting shot. All right, and here's your Stump Bezos question for today. But of those people who actually click, how many end up buying? I'll give you a hint. It's way higher than what you'd see from a recorded ad. Think about that and I'll give you the answer at the end of the show. All right, let's get into it. So, this is I think one of the biggest changes Amazon has made to listings in a long time. Starting July 27th, your title is getting split into two pieces. A 75 character product name and a new 125 character field called item highlights. So, right now, most categories let you run about 200 characters in your title. And that's going down to 75 in every category except media. And this isn't just an announcement. It's already showing up in the wild on mobile. You can see it right now if you go look. Here's the way to think about it. The product name carries identity. It's what the thing actually is. And the item highlights carry relevance. The use case, the feature, the material, the reason somebody would buy it. And both of them still feed SEO. So this isn't just a cosmetic trim. This is a structural change to how Amazon organizes product data. Now, why is Amazon doing this? Andrew Bell, who's been following where shopping is going, says it actually makes a lot of sense. On a mobile card, 75 characters is enough to recognize a product at a glance. Alexa for shopping and Echo, a short name sounds natural when it's read aloud. And then that 125 character layer becomes what Alexa pulls from to answer follow-up questions about use case and fits. Because let's be honest, those long keyword stuff titles, they index terms, but they wreck comprehension on a small screen. And Amazon also wants product data that travels cleanly across storefronts, assistants, and these agent commerce systems that are coming. Product pages are becoming structured inputs, not standalone destinations. Uh, here's the part that should worry you. If you miss the deadline and don't do this yourself, Amazon rewrites the title for you. That's their AI on their schedule. And a week machine rewrite can cost you sessions, ranking, clickthrough, and conversion. You you don't want to hand that decision to Amazon on your hero listings. That's a terrible idea. And no, SEO isn't dead. What changed is title dependency. Identity has to work harder in those 75 characters. Relevance has to work harder in the 125. Everything else still supports the product graph. That's your bullets, backend terms, attributes, images, A+ content, reviews, and the price. So, what should you actually do before July 27th? First, split test your low priority products now. Learn how the new format behaves on stuff that doesn't matter so you're ready when you touch your Hero Ac. Don't blindly trust Amazon's listing enhancer to make the call for you. And second, move your converting features into item highlights. Things like leak proof, dishwasher safe, no metallic taste, that kind of language, and keep your money keyword and product type in the product name. Now, there's a tool built for exactly this, and it's called Superfuel. Superfuel is an AI agent built specifically for the title split. It reads your product data and your competitors uh keywords, search volume, sessions, click-through rate, conversion rate, price, verified specs, and it writes both the title and item highlights inside Amazon's limits. It picks from six different strategies depending on the product. Everything from protecting one dominant keyword to a clean hook built for the click. But here's the part that separates it from every other tile tool out there. After a change goes live, it measures the real impact and strips out ad spend, price changes, deals, and seasonality. So the lift you see is actually the tile's own effect. Then it gives you a verdict. Keep, monitor, or revert. Anything with a negative impact gets reverted automatically, and every change is logged. You approve every change before it goes live. Autopublish is optional per product, and you can test it on an AS without even connecting Solar Central. Results take about 2 to 4 weeks since that's how long it needs to isolate the tiles. real effect. A drinkware brand called Fellow credited a single title change with $6,500 in added revenue even while category searches were down. That's that's pretty impressive. The clock is ticking. July 27th. There's a link in the show notes to check out Super Fuel. All right, let's look at some interesting stats. So, there's some data going around on e-commerce platform founders and how much of their own companies they actually still own. Amazon's valued at about $2.6 $6 trillion and Jeff Bezos owns roughly 8.8% of it which puts his stake at around $228 billion. Jack Ma over Alibaba that platform is worth about $2.2 trillion but he owns less than 5% so his stake is roughly $110 billion. Jeang Ying who founded Tik Tok's parent company Bite Dance that's estimated at $330 billion he owns about 20%. So his stakes around $66 billion. All right. Now, this next one is, I think, one of the most important things we've talked about in a while. Profound tracked about a million Chut GPT shopping offers over 30 days. And then they backed that up with an 8-month look by covering 548 million offers. This is this is the closest thing we have to a peak inside the black box of how Chad GBT actually picks products to recommend. So, here's how it works. Somebody ask Chat GPT a question. Shopping mode kicks in and then hands back three to five products in a carousel, each with its own attributes. That carousel is a new shelf. Top slot wins. Customers are way more likely to click and buy the top offer, same as page one on Amazon. Now, Chad GBT fills that carousel from two very different places. One is a web crawl of your product detail page, your PDP, and the other is a direct version product feed plugged straight into OpenAI. Those two sources give Chad GPT completely different information about your product. And that difference is the whole game. So, here's a headline. feeds win the top slot almost every time. Of every product citation that came from a direct product feed, roughly 99.9% landed in the number one position. Products sourced from the feed basically don't show up in second or third. They show up first. And feeds gives chat GPT clean structured data it can't reliably scrape from a web page. Brand name, checkout image, merchant subtitle, and the best price tag showed up on 100% of feed offers. on PVP only offers brand and checkout image showed up 0% of the time. Structured beat scraped every time. But here's the catch. PDP still do most of the work. About 88% of all product offers Chad GPT served still came from web PDPs, not from feeds. And even among the 150 merchants who had already integrated their feeds, about 76% of their offers still came from PDP crawls. So feeds on the top slot, but PDP is on the volume. You need both. Ignore either one, you're leaving money on the table. And thieves are eating the market in real time. Late last November, feed retrieval was about 4.3% of all shopping polls. In the last 6 weeks of the study, it hit around 20%. That's roughly 15 times growth this year. The direction is not subtle. Chad GBT is leaning harder on feeds every single month. And one more thing, feed offers lean heavily on Shopify storefronts thanks to Shopify's OpenAI partnership. So if you sell on Shopify, the on-ramp is already built for you. So, here are the four things you can actually do about this. Number one, integrate your products feed with chat GPT. This is the big one. It's the single highest leverage move in the whole study. A feed gives you control over what chat GPT sees instead of praying the crawler reads your page, right? And as your ticket to that near guaranteed top slot. Next, fight for the best price tag. That tag is machine assigned to the lowest price chat GBT can find for that exact product. And it showed up on 100% of feed offers. It became a clear ranking signal. So watch competitors selling the same item and be the lowest price when you can. Number three, build trust surfaces on the page. The top ranked PDPs were loaded with proof. Descriptive reviews, FAQs, Q&As's, videos, images, thin pages lost, rich pages won. Give the crawler something to chew on. And finally, fix your product titles. Clear and descriptive, beat, clever, and niche. The winning title spelled out real use cases and features in plain language. Name the product for how people actually search for it, not for how cute it sounds in a brand deck. So, bottom line, feeds win rank, PDPs win reach. The best price tag, real reviews, and clear titles decide the rest. The sellers who set this up now get a running start while everyone else is still arguing about whether AI shopping is real. It's real, and the day is a million offers deep. Now, today's software tool of the day is actually a workaround that most sellers don't know about yet. So, Amazon killed review downloads a while back. No tool shows you that data straight from a listing anymore. You can still run review insights, but you can't export it or see the two and three-word phrases that people mention the most. But here's the trick. If that same product also sells on Tik Tok shop, open a listing on Tik Tok and run Helium 10's Chrome extension. Right now is the only tool with a Chrome extension built for Tik Tok shop and it pulls everything you want. 30-day revenue, GMBB ratings, and those two and three-word phrases you used to get on Amazon. And the best part is you can export it. So if you want to feed that language into Chat GBT or Claude or any LLM for listing copy or product research, you can just check if the product lives on Tik Tok shop, download the data and go. No other software besides Helen 10 does this right now. All right, so this next section is uh it's a little different from the usual tactical stuff. I think it's really important. Years ago, Sam Hinty ran the Philadelphia 76ers. And if you follow basketball, that name means something. He led the Sixers through what people later called the process. The plan was to lose enough games to build the team through the draft, stack the roster with young talent, and win big down the road. Basketball's version of Moneyball. And he's not with the Sixers anymore, but a lot of people still consider him one of the sharpest sports minds of the last 20 years. And he once said something that really stuck with me. Get you some players and then let them play. So, here's what that means for you as an Amazon seller. as the GM Hinky couldn't walk onto the court and put himself in the game when the team was down at halftime. It's against the rules. It would crush the players and it wouldn't work anyway. Same goes for you. If you want your Amazon business to grow, it can't run on you alone. You can't write every listing, answer every customer message, manage every PPC campaign, and chase every suppl's email. You've got VAS, a PPC manager, an ops lead, maybe a brand manager. They can do the job without you hovering over their shoulder. The number one job of a CEO is to hire great people and develop them. That's it. That gets you out of the weeds and into an actual management seat. And if your team can't deliver, you got two choices. Train them better or replace them. You'll notice what's not on that list. Jump in and do it yourself is not an option. That's the trap that keeps seller stuck at seven figures forever. And every founder goes through this change as the company grows. Most fight it. You start as Michael Jordan running the floor plan every position scoring 50 a night. You source the product. You launch it, you run the ads, you handle returns, and for a while that works. It doesn't scale. At some point, you got to become Phil Jackson. You stop scoring and you start coaching. You motivate the team. You get people working together. You draw up the plays that beat your competition. Your job is no longer to do the work. It's to make sure the work gets done well. And then if you build it right, you move to the owner's box. You hire executives who can coach for you. So the whole thing isn't riding on you standing on the sideline every night. And one more thing from Heny's talk. When a team wins a championship, the players cut down the nets and lift the trophy, not the GM. If you build a business that's winning, give the credit to the people who did the work. Let your team celebrate. Let them feel the reward. You're the CEO. Wanting recognition for the company you built is natural. Everybody feels it. But, uh, watch what happens when you let your people cut down the nets. They work harder. They stay longer. They start acting like owners. And since we're on the subject of getting the right players, one tool worth your time in the hiring process is a personality assessment. Most sellers hire on gut and a resume. Then they're shocked when the new VA can't handle ambiguity, while the ops hire hates talking to suppliers. A good assessment tells you how someone communicates, how they make decisions, and how they work with others before you sign them on. The big companies figured this out a long time ago. Google uses assessments to find people who fit the culture, not just the skill test. Southwest hires for the service mindset. Marriott uses the results to build training around each person's strengths. You don't need to be a giant to do this. For remote teams, especially where you're hiring people you may never meet in person, knowing how someone's wired is worth a lot. And the same tests tell you plenty about yourself, which helps you figure out what kind of people you actually need around you. Get you some players, then let them play. All right. Now, this next study goes handinhand with that Chad GPT shopping piece we covered earlier. Visibility Labs ran 20,000 Chad GPT responses to see how much product recommendations shift when web search is on versus off. And uh the gap is bigger than anyone expected. Turn search on and 80.2% of recommended products change. Only about 20% of what chat GPT suggests from memory alone survives once it starts pulling from the web. And here's the part that should stop you cold. Products that got recommended 100% of the time with search off. Only 15.8% of them still show up with search on. As sure things are the least safe. Uh, a few more numbers worth knowing. Chad GBT names about 5.2 products per answer uh with search on, 6.2 with search off. Run the same prompt 10 times and then you get about 19 unique products with search, almost 22 without. So search actually narrows the field a little and it reshuffles almost the entire deck. And why does this matter? Cuz search is a default now. When a real shopper asks, you know, what's the best whatever in your category, Chad GPT is reading live web pages, not what it memorized during training. And the study found the thing that really moves the needle. The more often your product shows up in the sources chat GPT sites, the more often it gets recommended. Products cited zero times barely registered. Products cited about three times per answer were the ones getting recommended every single time. So the takeaway is stop trying to spray brand mentions across the web to influence training data. That game is already lost and it barely worked anyway. Win the citations instead. Get your product into the articles, the roundups, and the pages that Chad GBT is already pulling for the queries you care about. That is AEO, answer engine optimization, in one sentence. Be in the sources it reads, and you're in the answer it gives. Bangfish has a tool called Bone Digger that does exactly this. It finds what sources are getting cited and tells you what you need to do to piggyback on that. There's a link in the show notes. All right, before we wrap up, a few more hot picks for you. YouTube content is now showing up in about 25% of AI chatbot responses, which is pretty wild. Amazon is tightening up their fulfilled by merchant requirements. There's a good piece on what actually matters more than an AI prompt intent or keywords. And YouTube wants your TV remote to become a checkout button, which you know that that's interesting if you think about where commerce is heading. Links to all those are in the show notes. And here's your parting shot for today. This one's from Leo Bernett. Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read. I love that one. And you know, with these new title changes coming on July 27th, that advice is more relevant than ever. 75 characters to make it simple, clear, and memorable. That's the game now. All right. And and about that Stunt Bezos question from the beginning, I asked about the average click rate on live selling being 2.2%. And how many of those clickers actually buy? The answer is 17.3%. So almost one in five people who click on a live selling event end up buying. That's that's way higher than recorded ads. How cool is that? All right, that's all for today, folks. I'll see you again on Thursday. This is Kevin King signing off from the Billiondoll Sellers podcast.