Amazon Just Changed Titles — And Sellers May Need to Rewrite Hundreds of Listings

Welcome to our weekly newsletter, Hunter's Insights!

In this special edition, we bring you essential Amazon updates and industry insights to keep you ahead in the fast-paced world of e-commerce:

📝 Amazon May Be Preparing a Major Product Title Change

🚫 Amazon Removes Seller-Initiated Contact for Customer Reviews

📊 Amazon Tests New AI-Powered Full Funnel Campaigns

🎥 Amazon Just Made Product Video Creation a Whole Lot Easier

🆕 Amazon Ads Adds New BETWEEN Filter for Faster Data Analysis

📈 Amazon Expands AMC With 5 Years of Purchase History Data

🤖 Amazon Introduces AI-Selected “New Arrival” and “Notable Arrival” Badges

📝 Amazon May Be Preparing a Major Product Title Change

Amazon could soon limit product titles to just 75 characters, according to information appearing in help documentation and reports from Vendor Support. While nothing has been officially announced, sellers may want to start preparing.

Key Updates:

• Product titles could be capped at 75 characters beginning June 15.

• A new Item Highlights field may allow up to 125 additional characters.

• Total indexable content remains at 200 characters but is split across two fields.

• New listings would need to comply immediately, while existing listings may have until July 18.

• Amazon may use AI to suggest shortened titles, giving sellers 14 days to review changes.

The challenge is deciding which characters to keep for title optimization while balancing the brand name, keyword, product type, model number, and differentiator. For those with many ASINs, it’s not just a content update; it’s an operational project.

🚫 Amazon Removes Seller-Initiated Contact for Customer Reviews

Amazon has removed the "Contact Customer" button from the Customer Reviews dashboard, allowing sellers to communicate only when customers reach out first.

Key Updates:

• Sellers can no longer contact reviewers via the Customer Reviews dashboard.

• Resolving issues from negative reviews can be harder if customers don't reach out.

• Brands have limited ways to recover from poor customer experiences due to shipping issues, damaged products, and service problems.

• The change places more responsibility on product quality, fulfillment, and customer support before reviews are made.

Amazon is focused on maintaining trust in its review ecosystem, but some sellers feel that their legitimate customer service efforts are affected. The challenge lies in balancing review integrity with allowing brands to resolve genuine issues.

📊 Amazon Tests New AI-Powered Full Funnel Campaigns

Amazon is launching Full Funnel Campaigns, an innovative, AI-powered advertising solution that aims to streamline the management of marketing efforts across various stages of the customer journey, from awareness to conversion.

Key features include:

• Unified management of Sponsored Products, Sponsored Brands, and Display Ads.

• AI-driven budget allocation for optimized placements.

• Accelerated campaign launches using AI-generated creatives.

• Improved insights into the customer journey through the sales funnel.

This rollout has the potential to transform Amazon advertising, enabling brands to concentrate more on growth instead of manually adjusting multiple campaigns.

🎥 Amazon Just Made Product Video Creation a Whole Lot Easier

Amazon has launched AI-generated videos for Sponsored Products Video (SPV), allowing easy video ad creation with just a checkbox using existing images and assets from your listing—no videographer or editing needed.

Key Updates:

• Amazon can now auto-generate SPV creatives directly from your existing listing content.

• The AI pulls product features, images, and assets to assemble a ready-to-run video.

• This significantly lowers the barrier to testing video ads for brands that haven't invested in custom creative.

SPV impressions are limited, as expected in a beta rollout. It offers an interesting look at the future of advertising—more strategy, less asset creation. Robots aren't replacing marketers, but they're aiding in editing.

🆕 Amazon Ads Adds New BETWEEN Filter for Faster Data Analysis

Amazon has launched a new BETWEEN filter in Amazon Ads, simplifying performance analysis within specific value ranges. This new filter streamlines data isolation, reducing the need for complex queries.

Key Updates:

• The BETWEEN filter allows advertisers to quickly define value ranges within reports and datasets.

• Campaign analysis becomes faster when reviewing metrics such as spend, sales, CPC, CTR, or conversion rates.

• Reduces the need for multiple filtering conditions and manual data cleanup.

• Particularly useful for advertisers managing large accounts with extensive datasets.

This small feature update offers a quality-of-life improvement that analysts and media buyers will appreciate. Often, the biggest productivity boosts come from saving a few clicks repeatedly each week.

📈 Amazon Expands AMC With 5 Years of Purchase History Data

Amazon has introduced a new dataset in Amazon Marketing Cloud called Amazon Retail Purchases, providing brands with five years of purchase history from the Amazon Store. The first 60 days are free, followed by a $500 monthly fee, although audience creation remains free.

Key Highlights:

• Analyze five years of customer purchasing behavior.

• Track results beyond initial purchases driven by ads.

• Identify patterns of repeat purchases and customer acquisition through ASINs.

• Measure long-term customer value and purchasing timelines.

This update enables brands to gain insights into customer behavior over time, emphasizing that the most valuable campaigns may be those attracting repeat buyers, rather than those that only demonstrate immediate high Return on Advertising Spend (ROAS).

🤖 Amazon Introduces AI-Selected “New Arrival” and “Notable Arrival” Badges

Amazon is changing how new products gain visibility by automatically awarding "New Arrival" and "Notable Arrival" badges based on listing quality and early shopper engagement, eliminating the previous application process. 

Key points include:

• Sellers cannot apply for these badges; eligibility is determined by Amazon.

• Early performance metrics like click-through rates and conversion rates are critical.

• Listings are compared against successful products in the same category, emphasizing high-quality content.

• Some Handmade sellers report that the new badge replaces their Handmade icon.

Product launches are becoming more front-loaded; the first week's post-launch can determine if Amazon boosts a listing's organic exposure or if brands must rely on advertising. Preparation before going live is crucial for successful launches.

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