Amazon's new rules! Change these listing titles immediately!

"New year, new atmosphere, new rules, new routines." Since the beginning of 2025, Amazon has successively implemented a number of new policies, which means more opportunities to be explored for sellers, but also greater operational challenges to a large extent.

Following a number of changes including FBA policies and promotional period rules, Amazon recently disclosed important new regulations again.

Recently, Amazon US released a latest announcement: Starting from January 21, 2025, the platform will update its product title policy to standardize listing requirements and improve the shopping experience.

Amazon further stated that some listing titles are currently too long or contain extra characters, which may affect consumers' decision-making confidence to a certain extent. The implementation of the new rules will help ensure that product titles are clear, concise and consistent.

Specifically, after the implementation of this policy, the listing title writing must meet the following requirements:

①For most product categories, the title must not exceed 200 characters (including spaces)

② Special characters !, $, ?, _, {, }, ^, ¬, and ¦ are not allowed unless they are part of the brand name

③ The title should not use repeated words, except for prepositions, articles and conjunctions.

Amazon also pointed out that from the time the new rules come into effect, sellers must check and correct titles that do not meet the new standards in "Manage All Inventory". In addition, Amazon will provide brand owners with modification suggestions for non-compliant titles in "Review List Updates". Brand owners will have 14 days to adjust the titles to meet the requirements. Titles that are not corrected in time will be automatically updated by Amazon according to the new policy.

As we all know, for a complete listing, the title is undoubtedly the most important part. An excellent product title is very helpful in catching consumers’ attention, increasing click-through rate and exposure.

However, although Amazon's original intention was to guide sellers to create concise and accurate product titles to increase actual order conversion rates, the specific content of the policy has aroused multiple questions from sellers.

On the one hand, Amazon requires sellers to modify all titles that do not comply with the regulations after the implementation of the policy. However, in the eyes of many sellers, sellers only have about half a month to react from the release of the new regulations to their official implementation. For some people with a large number of stores, the workload is extremely heavy as they need to sort out thousands of product information during this period.

Some sellers said that they have begun trying to update the information of some old listings, but they have been locked and cannot be edited.

On the other hand, the new policy stipulates that the same keyword cannot be used twice or more in product titles, but the definition is relatively broad. For example, the titles of movies, books, etc. contain repeated words, and the brand name itself contains the product name. For example, if the brand name is XX bag, and the product sold is a knitting project bag, then the listing title will inevitably use the word "bag" repeatedly.

Some sellers also said that there are also cases where a word appears in both singular and plural forms, such as "toy and toys", "tooth and teeth", "massager and massagers". Amazon has not given clear rules for handling these possible situations.

In addition, some sellers pointed out that if someone misses the announcement or is busy with modifications and cannot complete the listing of all products within 2 weeks, then these listings will have confusing texts, the listings will be removed from the shelves, etc. Amazon has not given clear regulations, and it may even cause the listings to be hacked and the titles to be tampered with.

Based on the above situations, many sellers are quite worried and question whether the server quality of Amazon system can guarantee the stability of links while receiving such large-scale link change operations.

It has only been about a week since 2025, but Amazon has made frequent moves. In addition to the new rules for listing titles, it has also recently changed the Prime discount rules. And it seems that due to this, the front-end price display of many sellers has also changed.

We learned that according to feedback from many sellers, the Prime discount prices of many listings on sale are directly displayed instead of the selling prices on the front end.

According to a seller, "Today, when I searched for competing products in the same category on the front desk, I found that all the links with Prime discounts showed Prime prices. Has Amazon changed the version again? Previously, most Prime prices had to be clicked into the listing to see, which was relatively obscure."

▲ The picture comes from the seller’s disclosure

At present, many sellers have reported similar situations:

"Same situation. It feels like we're probably getting the lowest price ever. If it's the same as the normal price discount, the price will be even lower next month."

“It will be a strike-through price, with the Exclusive Prime price displayed below. When you click on the product page, there will be a regular price above the shopping cart.”

"PED will be moved to the price discount section in January, so the prices shown later are all discounted prices."

We understand that this phenomenon does not apply to all listings at present, and the specific situations are also different. For example, when you click on the listing page, you will see two versions. One version has an obvious "Prime member price" logo on the top and a "Regular Price" option below. This version is relatively more likely to increase conversions; the other version does not have a "Regular Price" option and directly displays the Prime price.

▲ The picture comes from the seller’s disclosure

Some sellers speculated that Amazon is still in the trial stage, and how the final front-end price display will change remains to be discussed.

It is worth noting that Amazon announced at the end of last month that it would move Prime exclusive discounts to the price discount tool , effective January 7, 2025. The updated price discount tool now supports both Prime exclusive discounts and discounts applicable to all buyers.

For this reason, some sellers said that the above situation is likely related to the recent adjustment of prime exclusive discounts, but it has not been fully implemented yet, and it is expected that we will need to wait for the full unification of the platform.

However, judging from the current feedback from sellers, this change has also led to "discounts on top of discounts" for some sellers, that is, the system captures the price after the price reduction, and the sellers need to give further discounts on this basis.

One seller unfortunately became one of the first “victims”: “Last week, I started using price discounts, and the discount price was directly displayed on the front desk. Then this week, BD stopped showing the deal sign, and then the case replied that it had to be reduced by 5% in order to be displayed normally.”

Overall, whether it is the new requirements for listing titles or changes in the rules related to Prime discounts, they all send out signals that Amazon is actively seeking change. With the frequent updates of various policies, sellers will also face more complex operational challenges in the new year.