Amazon's product detail page options like media assets, videos, product attributes, and browse node capabilities have changed more than you think over the last 2 decades. Most of these changes aren't noticeable to the every day user.

Look back 10 years and they are. But in the moment, the people who notice them most are sellers.

When they're announced, people seem to get in hysterics about the changes. Some love them. But most hate them or minimally gripe about them because, well, it's a change. And the gurus shout the news from the rooftops with an ominous “end of the world” tone.

Many people don't like change, I believe, because they don't like being uncomfortable or trying new things.

We've grown accustomed to comfort. Comfort feels good in the moment but chasing it is a surefire way to atrophy your life and ultimately be uncomfortable.

Everything in life is hard. So choose your hard. Listen to Joe Rotondo, Founder & CEO of Smearcase, and I chop it up about that on the Season 4 Opener for The Longer Game. (Wow, that's a lot of hyperlinks)

I've chosen to embrace change, especially when it's challenging. I want to lean in because I get a head start of everyone else. But more importantly I want to grow. And whether the change in life or on Amazon sticks, I get to grow!

People get upset about these Amazon changes because they so often see them as bad for their business, i.e. it will hurt their revenue. What's wild is, people assume the changes are going to be negative, like Amazon hasn't relentlessly tested it and have data on why the changes are positive. Reality check: they have and they do.

At the end of the day, people either adapt and get over the change or they die on Amazon. We will adapt and help our clients at Cartology to adapt quickly.

The big change: Amazon's titles are being reduced from 200 characters to 75. You can read the Amazon update here. Due date is July 27th. And if you don't change them, Amazon's AI-powered tools will, slowly but surely.

I believe this a net positive for customers and for brands. It means less keyword stuffing and more product focus. Now the Headline section, which will handle the leftover 125 characters from the original title length, could be the new keyword stuffing spot. My buddy Brett Bohannon has some thoughts on that.

Most people shop on mobile anyway, so they aren't seeing those curtailed titles.

Let's all commit to have better quality listings. That means:

Can we do that?

Need I say more?

My content often centers around the three distinct categories of Amazon’s business: Catalog, Creative, & Advertising. This is your tasting flight of smaller yet no less delicious samplings of the Amazon ecosystem. Today’s Flight focuses on experimentation.

I already gave you a really big update on Product Titles. And then I said, need I say more? Didn’t you read that?

Update your Titles now. Focus on your Brand Name, rank keywords, and the most important features. Think structure like “Brand Name Rank Keywords Product Name Feature” as an example. Add keywords you had to drop from your title in the Generic Keywords (Back End Search Terms) section or your Bullet Points to compensate. Use the Headline Section too and see how it looks.

91% of people use mobile to browse Amazon but Desktop still wins on conversions. What gives? I’m not really sure but all the more reason to mobile optimize.

Experiment relentlessly. Test your main image for improved CTR. Test secondary images for conversion. You can’t test Premium A+ Content but you can test regular A+ Content. Test it all. Just don’t test everything all at once or you risk knowing the true causation for the change. Trust me. I’ve done it all too recently.

In 2025 Amazon announced it was partnering with some external retailers to run Ads on their Ad Network. iHerb was one of them. They now seem to be pushing this with brands that sell on their website. Retail Media Networks aren’t going anywhere people.

If you sell on Amazon and iHerb, test this. Sounds simple, because it is. I don’t believe in an Auto to Manual Ads approach but that’s the best thing to do here because there aren’t any iHerb specific keyword research tools, other than the general Ahrefs or SEMRUSH tools of the world. Run the campaigns and see if there is an ROI. See Creative insights above for our view on experimentation.

I love going to Disney World. They’ve got some amazing drinks there. My wife and my favorite spot is La Cava del Tequila. And some of the drinks have been so good I’ve recreated them at home. Some I’ve nailed, others not yet. This Corn Old Fashioned is no longer on the menu and I did create the recipe myself, other than seeing an ingredient list, so I’m claiming it as my own. It’s flavor forward, not overpowering, and still boozy. Give it a whirl. You won’t be disappointed.

Every two weeks I release a new podcast episode that talks all about the future of retail. This is the most recent one.

Good brands sell products. But good is the enemy of great. Great brands know their Why. Great brands have great products. They have great customer service. They obsess over achieving their Why and go above and beyond to get there.