We tested Amazon’s new 75-character title update to see what ranks

Amazon’s updated 75-character titles and new item highlights field have been live for several months, giving brands new ways to structure product information and support discovery. But how much impact are item highlights really having on search visibility? In this video, Leif Rehnberg shares the results of Flywheel’s testing across multiple accounts. The findings show that titles continue to do the heavy lifting for organic search, while moving keywords into item highlights produced little to no change in rank. Leif explains how brands should approach the two fields, why item highlights should support rather than replace title optimization, and what to consider as Amazon continues rolling out the updated experience across mobile and desktop. He also covers the importance of prioritizing the first 23 characters of item highlights on mobile, monitoring performance by device and establishing a baseline before testing. Watch the video to learn how to use Amazon’s new title and item highlights fields more effectively.