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Amazon Title & Item Highlights - 3 Strategies to Optimize and Measure — Transcript

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0:00Amazon is changing product title formats
0:03and sellers who aren't prepared could
0:05see a drop in impressions, clicks, and
0:07sales. In this video, you will learn
0:09what Amazon's new title and item
0:11highlight changes mean for your listing,
0:14how to optimize for these changes using
0:16proven strategies, and how an AI agent
0:19can measure and improve your title
0:22performance over time. If you want to
0:24try Super Fuel title agent yourself,
0:28you'll find the link in the description.
0:31Hello Ben, it's nice to have you here.
0:33I'm excited to hear about your tools,
0:36Super Fuel, which helps to measure the
0:39performance of different Amazon product
0:42listing titles. Before we dive into your
0:44presentation and the tool, please just
0:46tell us a little bit about yourself and
0:49your what you are helping Amazon sellers
0:51with.
0:52>> Sure, sure. Thanks Augustus for having
0:54me here. Really excited to be part of
0:56this uh recording and and the podcast.
0:59So, my name is Ben Mathiew. I'm
1:00co-founder at Super Fuel. We are an AI
1:03agent that optimizes ASIN title and item
1:06highlights. This is also an agent that
1:08measures what title changes are working
1:10and what is not. And this agent can
1:12maximize metrics from a title agent
1:14point of view by multiple title
1:16optimizations.
1:18>> And this is something very time
1:20sensitive. The change is coming out
1:22soon. And I think we are happy to hear
1:24now what you will want to teach Amazon
1:26sellers about the changes and how to
1:28solve these problems.
1:29>> So, title is one of the top three things
1:31that contribute to ASIN's impressions
1:34and clicks. And now Amazon is changing
1:37that format. So, if you're not prepared
1:39if sellers are not prepared prepared, it
1:41can bring down metrics, these key
1:43metrics. And I'll show some examples of
1:45where we've seen that happen. So, in
1:47this session I'll primarily cover three
1:49things. What these new title changes
1:51are,
1:52how sellers can optimize for these
1:54changes themselves. I'll share some
1:55strategies that I've seen work for some
1:57of the ASINs that we've optimized. I'll
1:59also talk about how Superfuel title
2:01engine can measure and deliver growth
2:04through title optimizations.
2:06So, uh so before going into these title
2:08changes, uh let's just quickly back up a
2:10bit and see how relevant are the product
2:12titles. So, Amazon says your product
2:14titles are one of the first things
2:16customers see. And for customers
2:18shopping on mobile, which is 70% of
2:20customers, every character counts. And
2:23Amazon recently has mentioned that title
2:25and item highlights are searchable.
2:28Searchable as in customers find your
2:30products through this. Amazon engine
2:32also finds your products through title
2:34and item highlights. We've analyzed
2:36hundreds of thousands of ASIN titles. Uh
2:39we've optimized and measured exactly the
2:41impact from title changes. And what
2:43we've seen seen is that through
2:46intelligent title optimizations, uh
2:48ASINs can increase impressions, clicks,
2:51and CTR by almost 25 to 30%.
2:54Now, let's look at what these new
2:55changes from Amazon are.
2:57First, on the title side, Amazon says
2:59that title can be maximum of 75
3:01characters.
3:02As per Amazon, uh they say that it
3:05should capture essential identity of the
3:07product. It is what helps Amazon engine
3:10and customers identify this product. Uh
3:12on the item highlight side, uh Amazon
3:14says that it can be maximum of 125
3:16characters. As per Amazon, it is a space
3:19where sellers can communicate additional
3:21features, specifications, and
3:23differentiators. However, in our past uh
3:27execution of these titles and item
3:29highlights and its measurement after
3:31that, we found that in addition to what
3:33Amazon is saying here, which is to
3:34optimize for CTR and conversion, we've
3:36also uh
3:38uh found that including important
3:40keywords, especially if your product is
3:41keyword driven, uh it is very important
3:43to get impressions and in some cases CTR
3:45as well.
3:47Now, this is the These are photos of how
3:49the new titles look like. Maybe you
3:50already know this by now. So, uh this is
3:53where the new title shows up on mobile
3:55and this is below byline is where the
3:57item highlight show up. In the detail
3:59product page, this is where the title
4:01and the item highlights show up.
4:03On web view, however, this is where the
4:06title shows. After that, there's a
4:08vertical line and then starts the item
4:11highlights. In the detail product page,
4:13this is the title, vertical line, and
4:16then the item highlights. We're
4:18expecting Amazon to actually be even on
4:21web bring these item highlights as a
4:23second byline. That's the direction that
4:24may they may potentially take. Now,
4:26overall, these are just like a great
4:27move by Amazon because it makes your
4:30listings more shopper friendly, which is
4:32really good and helps you get more
4:34sessions and conversions.
4:36However, let's look at what are some of
4:37the challenges that you can expect as
4:39you
4:40move to these new title and item
4:42highlights. We've seen this in our own
4:43execution as well as some other sellers
4:46that we that we see. The first one is
4:48that
4:50when Amazon itself is using its AI to
4:52generate new title and item highlights,
4:54they may end up missing out key
4:56information from your product that can
4:58affect your clicks and CTR. For example,
5:01this is one of this is what one of the
5:02seller says, "The AI entirely removes
5:05the most important part of our titles. A
5:07bit that customers would key off in
5:09making a purchasing decision."
5:11Similarly, another seller says important
5:14dimensional data was removed from
5:16variation titles.
5:17Now, let me just show you a real example
5:19of an ASIN that we ourselves have
5:21optimized. So, this is Amazon generated
5:24title and item highlights. And this
5:26title and item highlight are generated
5:28by our title agent.
5:30So, one of the things that it like the
5:32most important thing that it actually
5:33missed was Amazon's title missed was
5:36this was one of the most important
5:38keywords for this ASIN, disposable
5:40plastic plates. This has 13,000 search
5:42volumes a month. That got removed from
5:45the title and a part of it was basically
5:48added to item highlights. So, this was
5:50very important to have in the title from
5:52a CTR point of view as well as from
5:54impressions point of view.
5:56Then Amazon also dropped uh 25 guests as
5:58a count. So, when shoppers are buying
6:00this product, they're looking at how
6:01many guests can I serve uh with this
6:04product. So, keeping count of guests was
6:07very important for CTR for this product.
6:09So, that got dropped. Uh third is for
6:12this brand specifically, keeping the
6:13product family name is very important.
6:16Bellies is their family name and keeping
6:18that was important. And this this we've
6:19seen this issue with a couple of other
6:21sellers as well where they have a
6:23product name which is uh even added on
6:26their product photography. Uh but, when
6:29Amazon is optimizing the title and item
6:31highlights, it basically removes that
6:33from the title. So, in some cases it is
6:35important to keep that.
6:36Uh in this case, it also Amazon also
6:38repeated 25 as a word three times in the
6:41highlight, uh which as per Amazon's own
6:43policy is uh a policy violation.
6:46So, these are some uh basically
6:48challenges that you can uh foresee and
6:50you can uh
6:52monitor when your title and item
6:54highlights are being optimized. Now,
6:56I'll just show you a few strategies that
6:58uh you can use. So, we have our our
7:00title agent basically explores different
7:02strategies depending on
7:04what the need of your ASIN is. So, if
7:07your ASIN is really really good with
7:08conversion but low on CTR, then it'll
7:11take a strategy that'll help boost CTR
7:13as well. Or if your uh CTR is good but
7:17the sessions that you're getting or
7:18impressions that you're getting to your
7:20ASINs are less, then it'll pick up a
7:21strategy that is most relevant for that.
7:23So, in this in these slides, I've
7:24covered top three strategies that I've
7:26seen work across uh our different uh
7:29ASINs that we've optimized.
7:31The first one basically first strategy
7:32optimizes for sessions and CVR,
7:35impression sessions and CVR. So, the
7:37format there is basically in the title
7:39having a brand, product type on what the
7:42product is, and one to two top traffic
7:44keywords. Now, do note that this
7:46particularly works if you have one or
7:48two keywords that are driving 70 to 80%
7:51of your sales.
7:53Uh this is This is this This format is
7:54not good if you are in a long-tail uh
7:56product where there are many search
7:58terms that drive sales. And in
8:01highlights, this specifically includes
8:03some secondary keywords and mostly
8:05focused on conversion-oriented features
8:07and language. So, in this example, our
8:10dog food was an was a keyword of 44
8:1342,000 search volume. It included that
8:16uh in the title.
8:17Uh and especially for this ASIN, when we
8:19compared last year's sessions and CTR
8:22versus this year's, uh there was a
8:23significant drop. So, protecting and
8:25holding sessions or even growing that
8:27was very important. So, this agent
8:28picked that as a strategy. And from a
8:30conversion point of view, it included
8:32other things such as grain-free,
8:34probiotics, sticky, it is made in USA.
8:37This it identifies from your existing
8:39product features that it verifies from
8:42your images, title, existing bullet
8:44points, and also looking at customer
8:45reviews on what do customers really like
8:47from your ASIN's features. So, this is
8:49one strategy.
8:51Second strategy focuses on CTR and CVR,
8:54uh which is the difference being here it
8:56focuses on adding a very important
8:59differentiator, the most important
9:00differentiator of your product versus
9:02other competitors, including that in the
9:04title. For example, for this ASIN, it
9:05has included high absorption sleep and
9:08calm comfort as a key differentiator.
9:10And the rest of the item highlights
9:12continue to focus on
9:14uh important keywords, but also
9:15communicating that in in a in a
9:17conversion-oriented language.
9:20Third strategy is uh it's it's more
9:22relevant for categories where there are
9:24a lot lot of keywords that drive sales.
9:26It is also relevant where it's a new
9:28ASIN, where the title as well as the
9:31highlights focuses on covering uh as
9:34many keywords as possible, but in the
9:35most natural form. For example, here we
9:38have a gloves product uh where it has
9:41included uh a lot of important keywords
9:43in the title as well as keywords
9:46converted into readable language in item
9:49highlights. So, these are three popular
9:51strategies that uh you can uh explore.
9:54There are more strategies that you would
9:55find on our website, which I'll which
9:57I'll quickly run you through towards
9:58towards the end of the call.
10:00Now, let me show you how SuperFuel as a
10:02title agent works.
10:04SuperFuel optimizes titles. Uh it
10:06measures what is working, what is not
10:08working, and it also optimizes your ASIN
10:11till it reaches a maximum its maximum
10:13potential.
10:14First step of this uh agent is to
10:16generate the most effective title. And
10:19uh to to see the output for your own
10:20ASIN, you can basically click on try it
10:23for free, and you can put in your ASIN.
10:25I just put one ASIN to just show you
10:27what that output looks like. So, once
10:29you put your ASIN, it will uh basically
10:31show uh what the agent does with the
10:34with the title. So, here it is show is
10:36showing a couple of changes that it made
10:37to the title. We come to that in a bit.
10:39It also shows what is the expected sales
10:41lift. Once you connect your Seller
10:43Central, it has more accurate
10:44information, more access to your brand
10:47analytics, sales, and traffic to give
10:48more accurate estimate. And then it also
10:50shows you what is the data that it
10:52looked at to arrive at this title. So,
10:54let's look at what the agent did here.
10:56So, here it added a couple of things.
10:57One, it added 60 servings to item
11:00highlights.
11:01So, what it explains the supply duration
11:03is number one CTR driver in supplements.
11:07Our 60 servings two one supply is a
11:09major differentiator versus competitors.
11:11Competitors are offering 28 to 30
11:13capsules.
11:14Another change that it made was it added
11:16saw palmetto pumpkin seed to item seed
11:19to item highlights. So, here it is found
11:21that
11:22uh it has This is verified in our
11:24confirmed features either in our images
11:27or title or bullet points.
11:29And uh this also has 1,000 uh 500 search
11:32volume per month. And this is important
11:34because this is a main product uh main
11:36focus product. This is a key
11:38differentiator for men specific
11:39positioning.
11:40It also added gut and prostate support
11:42to item highlights. Uh it found this
11:45from customer feedback and reviews. Uh
11:48it also there's also an important
11:50keyword gut health here, which has 3,400
11:52search volume um uh via this particular
11:55keyword.
11:57It also added non-GMO to item
11:59highlights. Uh so this is something
12:01other competitors are including and our
12:03customer feedback also confirms that
12:04this is valuable. Uh so um and it is
12:07also confirmed from our verified
12:09features. So these are some changes.
12:11Now, uh let's look at what is the data
12:13that it looked at. It looked at these
12:14specific competitors who have a certain
12:16amount of monthly sales, very similar
12:18features.
12:20It looked at all the keywords that our
12:22ASIN and competitor ASINs are ranking
12:24on, uh prioritizing top search volume
12:26keywords, but as long as those keywords
12:28are relevant for our product. It looked
12:30at customer features, what do customers
12:32like about our product, what do what do
12:34they not like about our product. What
12:36are
12:37other customers from other competitors
12:39uh as well liking as well as not liking.
12:42It also looks at what are the verified
12:44product features that it should not that
12:46the agent should not go beyond when it
12:48is creating title as well as item
12:50highlights. And it refers to where it
12:52picked that information from. And once
12:53you connect your account, it refers to a
12:55lot of other information. It looks at
12:57your brand analytics to see what
12:58keywords are doing well, not doing well,
13:00what has historically generated sales.
13:03It looks at uh your sales and traffic
13:05trends this year over the previous year.
13:07Uh it also if you are adding brand
13:09tools, it uses that. And it also uh this
13:12this agent also learns from past
13:13executions. So it it will measure what
13:16title changes are working and not
13:17working and use that to generate the new
13:20titles. So this is a quick uh summary of
13:23uh what you can see. This you can get
13:24onto our website and within 5 minutes
13:26you'll be able to see this output uh for
13:28free uh for your own ASIN. Now, let me
13:31show you uh what the agent does after
13:33the title execution. So, this is an uh
13:36um
13:37So, this is our agent interface.
13:39This is an ASIN and this is the timeline
13:42of a few brief changes that the agent
13:45did over a period of time. So, what I
13:47What you see here is uh basically the
13:49first title change recommendation. This
13:51is what I was showing you on the
13:53previous page. It goes on to explain the
13:55reasoning for all the changes. Uh either
13:58it is picked up from keywords or it is
14:00picked up from competitors or it is
14:02picked up from
14:03uh basically some something that
14:05customers have really liked or said or
14:07it is looking at past data.
14:09And then it also applies if you have
14:10added any rules, which I'll show you how
14:12you can do that. Uh if you have added
14:14any rules or if this agent has executed
14:16in the past uh and learned from the
14:18past, it'll include those learnings. And
14:20once it generates this title, it also
14:23plans the next step. In this case, it is
14:25going to reanalyze this after a few
14:27days. It is specifically going to look
14:29at the CTR metrics and whether the
14:31organic rank for this keyword has
14:32changed or not.
14:34Now, this is the analysis after uh the
14:37execution is done, a few days after the
14:38execution. Here, it has found that
14:41the weekly sales for this ASIN rose by
14:4219%, but there were a few other things
14:44that happened. Ad spend increased by a
14:46certain percentage. There was a spring
14:48deal that ran. There was also a rating
14:51change. After estimating the sales
14:53impact of all these other factors, it
14:55estimates the net impact of the title on
14:57this ASIN. So, it estimated the net
14:59impact of the title is $430 a month and
15:03the CTR increased from title changes 1.5
15:06to 1.84. It also summarizes other
15:08changes that have happened on your uh It
15:10also summarizes what else has worked or
15:12not worked. So, in this case,
15:14adding these two keywords um or these uh
15:18specific phrases drove the the
15:20There is a specific keyword that was
15:22added that did not add much value. So,
15:24it measures what is working and not
15:26working and it applies it it basically
15:29adds all these learnings to brand
15:30intelligence and uses that in the future
15:32as well.
15:33And then it generates a new title with
15:35these changes plus some more changes.
15:37Some more changes that it made was it
15:39added for espresso and pour over here
15:42because there are these other keywords
15:44which can increase the amount of traffic
15:46we can get to our product. Um and yeah,
15:50these are specific words that were added
15:52and it also discovered some more use
15:54cases from customer reviews that we
15:55should potentially cover in our title.
15:58Uh so yeah, so it So, what the agent
16:00here does is it basically optimizes your
16:02title almost four to five times till it
16:04generates the most optimal title that
16:06maximizes your key metrics. Uh and it
16:09continues to apply what it is learning
16:11from the brand intelligence or what it
16:14worked in in the what what has worked in
16:16the past for this particular ASIN.
16:19For this particular ASIN but for but
16:21other brands as well. So, uh you would
16:22see the list of all your ASINs and the
16:24work that the agent has done here.
16:27Um and similarly, it will basically show
16:29all the changes that happened to the
16:30ASIN and what its net impact is. And if
16:33a title agent is claiming $160 sales
16:36impact, uh
16:38what what else happened with that ASIN
16:40and what is the impact of sales from the
16:41other things is something that you would
16:42see here.
16:44Now, if for if you're running this agent
16:46on multiple ASINs, you will see all the
16:48pending actions to be reviewed or
16:50approved here. Uh so, you can see the
16:53reasoning for all the actions here. And
16:56you can approve here. You can also edit
16:58these titles. Uh one important aspect of
17:00the title agent is if you edit your
17:02titles, it will remember what you edited
17:05so that next time it is generating a
17:06title, it will it will apply this
17:09uh apply these learnings to generate uh
17:11the next title.
17:13Uh so, this is where you would review
17:14all these ASINs. You can see uh the deep
17:17dive additional data of what customers
17:19like, what customers don't like,
17:21competitors, valid features verified
17:24from your product details as well as
17:26keyword ranking. So, you can see all of
17:27that while approving the title.
17:30Now, if you want to add specific brand
17:32rules, you can come here.
17:34I was saying that when you edit your
17:36titles, the agent learns. Whatever it
17:38learns, you will see this that pop up
17:40here. But, you can also add your own
17:41specific rules. Maybe you have you want
17:43to place your brand in a certain place.
17:45Or maybe something else that you want to
17:47consider, you can add that here. So,
17:48next time the agent generates a title,
17:50it uses those rules.
17:52What majority of our customers actually
17:53do is they set on auto execute after
17:57reviewing the title a few times.
18:00Because what the agent does is once you
18:01auto set on to auto execute, the agent
18:04every few weeks, the agent will learn
18:07and explore a new title. New title as in
18:09with minor changes. And then it will do
18:11that a few times to generate the most
18:13optimal title and collect all those
18:14learnings. Auto execution
18:16enables a title agent to learn and
18:19improve. What is not working, it will
18:20reverse. What is working, it will
18:21continue to keep and then accumulate as
18:23brand intelligence.
18:25So, that's largely how our agent works.
18:28You can see lot more information on our
18:31website. So, you can see what are the
18:34types of changes that the agent makes
18:37and how it measures the impact. You can
18:39see that on our website.
18:41You can also see what our other
18:42customers have to say from using this
18:44agent over the last few months. So, the
18:48most valuable information that or most
18:51valuable thing that customers have liked
18:53here is that this agent, once it makes
18:55the changes, it measures what is
18:56working, what is not, and can use these
18:59learnings for future optimizations.
19:01And that helps brands actually make
19:04title as a very measurable operational
19:08strategy just like they would measure
19:10and optimize PPC.
19:12You can see a few more strategies. So, I
19:15ran you through through three strategies
19:18on our on those slides. You can explore
19:20more strategies here.
19:22So, so that's largely how our title
19:24agent works. Highly recommend trying it
19:26for free. Just put in your ASIN and see
19:29what the title agent generates. And for
19:31the next
19:324 weeks, we actually have an extended
19:35free trial period where you can add
19:38ASINs, you can measure measure the
19:40agent's impact, you can subscribe this
19:43to this product or pay for this product
19:44only after the agent has generated
19:46positive sales impact for your ASINs.
19:49Our pricing starts at about $49 a month.
19:52So,
19:53it is primarily usage-based. So, you can
19:55visit this pricing section to learn
19:58more.
19:58So, if you if you want to connect with
20:00me or if you want have more questions,
20:02I'll be more than happy to answer
20:04questions. You can book a call with me
20:07on this on on the website towards the
20:10end of the towards the end of the
20:11website or you can directly email me at
20:14[email protected].
20:16>> Amazing. Thank you very much, Ben. And I
20:18wanted to clarify when you said your
20:20agent is uh
20:22uh changing the title, is it updating
20:25directly or the user still needs to
20:27approve the because there was a screen
20:29for approval?
20:30>> Yeah, no. So, this updates directly.
20:33That is if you approve via the API,
20:36this tool directly pushes the new title.
20:39Uh but not just that, it does a few more
20:41advanced things. That is if the title
20:43has not gone live, it re-attempts the
20:46title using the API. And it it
20:48re-attempts a few times. And if it is
20:51not going live,
20:53um it basically contacts the API support
20:56and then coordinates with them to make
20:58this title live.
21:00Uh apart from that, if in the future the
21:02title has regressed, that is your title
21:04we have pushed a certain title and it
21:05has regressed after some time or it is
21:07reverse, it catches that as well and
21:09again reinitiates that process to make
21:11the title live.
21:13>> All right. So, these approvals by the
21:15user were
21:17in which step if the agent is updating
21:21automatically?
21:23>> Okay. So, there are two two parts to
21:24this. One is the user, especially the
21:26first time the user is seeing they may
21:28like a let's say if a brand is seeing
21:31the recommended title the first time
21:32they would want to see what kind of
21:33title does the agent generate. So, they
21:35would not want to automatically let
21:37agent execute. So, in such case for for
21:39such a scenario we basically created
21:41titles that the seller can see, brand
21:43can see and edit them if they want to
21:46and then click on approve and approving
21:48here makes the ASIN title live.
21:51But after a point after the seller has
21:54confidence, the seller can move this
21:56task to be auto executed. So, and the
21:59agent can auto execute. So, right now
22:0190% of our customers
22:03operate this agent with auto execution.
22:06>> Perfect. Thank you very much, Ben. And
22:07again those who want to to see how
22:09SuperFuel works so just go to the
22:11website. You'll find the link below in
22:13the description and
22:15yeah, try it for free as long as it is
22:18there and then I hope Ben you will bring
22:20some more features to this tool in the
22:22future. It looks powerful.
22:24>> Yeah, there are a couple of things in
22:25the pipeline so I'll not tell tell too
22:27much right now but
22:29customers who are on this agent they'll
22:30get to experience and see a lot of new
22:32things.
22:33>> Okay, cool. Thank you very much, Ben.
22:35Bye-bye.
22:36>> Thanks, I guess. Thanks, everyone.
22:39>> I hope this video will help you to
22:40optimize your Amazon product titles and
22:43if you want to try SuperFuel agent, you
22:45will find the link in the video
22:47description below. And now I recommend
22:49you to watch another video where you
22:51will learn more strategies for
22:53optimizing your Amazon product listings.

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