Another Big Change to Amazon's Title Rules, to be Applied Since August!
Amazon announced its Q2 2025 financial report not too long ago. Net sales reached US$167.7 billion, a 13% year-over-year increase, while net income was US$18.2 billion, up 25.8% year-over-year. Both figures were above market estimates. Although performance was strong in the second quarter, Amazon's third-quarter outlook is relatively cautious, suggesting a degree of growth anxiety. With macroeconomic growth pressures, Amazon's front-end page iteration speed has recently increased, leaving many sellers slow to keep up.
Part 1: Amazon’s Coupon Page Changes Again
On the morning of August 7th, many sellers found a significant change to the layout of Amazon’s coupon page: the green label “Save XX% with coupon” was changed to “Coupon price, $XX”. Amazon has specifically deleted the original discount text and now includes the final payment price on the product page. Compared to the old version, which used a discount rate to psychologically impact consumers, the new price makes the product's final price more transparent.
This straightforward update quickly generated controversy among sellers:
- "First thing this morning and I cannot believe this new coupon layout".
- "The new version includes prices more overtly, and the colors are different. Mine shows in pink".
- "If you want to give firangs a benefit because they can’t do math, sure, you could increase couponing".
From the platform's perspective, many sellers speculate that Amazon wants you to use more coupons with the new version. On one hand, users are saved from a boring calculation, optimizing their decision-making process and potentially increasing conversion rates. On the other hand, because coupons are paid for based on sales revenue, the more they are used, the more Amazon earns.
On the sellers’ side, some feel that the old model of marking up prices and then stacking discounts to enhance visual effect will completely collapse under this transition. This means sellers will need to adjust their pricing models. It is worth noting that this change is not an isolated event. Coupon policies have changed often for over a year now, and in March of this year, Amazon experimented with placing the final discount price upfront in a narrow range.
Industry insiders believe that Amazon’s deeper intention is not just to sell at a low price, but to establish a closed-loop price supervision system. This system would enable brands to control the quality of discount activities by their partners, stabilizing inflated discounts and price manipulation to retain more price-sensitive consumers. Overall, this update causes some inconvenience for sellers in the near future as they need time to familiarize themselves with the new interface and adjust their operational plans.
Part 2: Industry Sources: "The New Title Rule is a Done Deal"
According to AMZ123, there is a hot topic in the cross-border community: "Amazon double products title is implemented". At the end of April, Amazon announced it would revamp the product listing structure and sent questionnaires and notification emails about the “two-part title rule” to multiple sellers.
According to an email notification, Amazon would be rolling out the two-part title policy to help sellers showcase their products better. The new rule will break product titles into two parts, replacing old, keyword-stuffed titles:
- Main Title: Generally contains brand, category, simple specifications, etc..
- Subtitle: Shows product features, selling points, and usage.
Amazon noted that the new rule was still being fine-tuned, with analysts speculating it would likely come in Q2 or Q3 2025. However, several industry insiders recently disclosed that Amazon in fact introduced the new title regulation in August and has been slowly rolling it out across categories. Some vendors have already seen a lift, with traffic for their products improving significantly.
Analysts argue that the reform is meant to optimize the shopping experience. With more than 70% of Amazon’s traffic now coming from mobile devices, long, keyword-stuffed titles could previously lead to partial product information being displayed. The new feature automatically places key product information in the most impactful position, resulting in increased click-through rates and conversions.
For sellers, this regulation will transform how products are exposed on the platform, requiring them to rethink their titling strategy. Seasoned sellers who adapt quickly will gain a search visibility edge. The regulation may also reshape how traffic flows on the platform. Previously, big sellers dominated the game by stuffing keywords, leaving small players with no chance. With the new rule, there is strategic room for long-tail keywords in the subtitle, giving small and medium sellers who are good at refined operations an opportunity to accurately access niche markets and seize traffic.
As of press time, there is no official announcement from Amazon on the full implementation of this regulation. According to industry sources, "Very few products in the 3C category are benefiting from the new regulation as it remains the test stage as of today".
What are your sellers’ thoughts on this rumor?
