#555 – An Amazon Title Glitch NO ONE Is Talking About! & Amazon PPC On ChatGPT? | Weekly Buzz 9/17/26
Audio version above. Video version below
We’re back with another episode of the Weekly Buzz with Helium 10’s VP of Education and Strategy, Bradley Sutton. Every week, we cover the latest breaking news in the Amazon, TikTok Shop, Walmart, and E-commerce space, talk about Helium 10’s newest features, and provide a training tip for the week for serious sellers of any level.
Huge Potential Amazon Title Issue!
Amazon may hide brand names from product titles in search results, which can hurt conversions when the brand name contains a product’s main keyword. Bradley discovered that removing “Hemp” from one listing coincided with its conversion rate and daily sales dropping by nearly half. Sellers should check their listings and, if affected, add the missing keyword separately within the title as a workaround.
Amazon Ads announces new integration to support advertising in ChatGPT
https://advertising.amazon.com/en-us/library/news/amazon-ads-chat-gpt-advertising-integration/
Amazon Seller Central News: Prepare for Prime Big Deal Days: October 6-7
https://sellercentral.amazon.com/seller-news/articles/QVRWUERLSUtYMERFUiNHM1o0NjM0UkZTRVdCRjY2
Amazon Seller Central News: New requirements for product bundles starting January 11
https://sellercentral.amazon.com/seller-news/articles/QVRWUERLSUtYMERFUiNHUk1IN1M4NDJIWkwzUktZ
Get inventory to the East Coast faster with Standard Ocean Express
https://sellercentral.amazon.com/seller-news/articles/QVRWUERLSUtYMERFUiNHWEpVOUNYRjg0QTRQRThX
Interested in Amazon Global Logistics? Visit http://h10.me/agl to explore Helium 10’s special introductory offers and learn more.
Bradley will be at Amazon Accelerate in Seattle, where attendees can find him at the Helium 10 booth or contact him on Instagram @serioussellerspodcast for a potential podcast interview. He’ll host three sessions on preparing Brand Stores for the holiday season with AI-powered tools, along with a presentation on turning eight hours of work into eight minutes using AI. He’ll also discuss smarter product selection using Product Opportunity Explorer and other data points.
Subscribe to the AM/PM Podcast on YouTube and turn on notifications for an upcoming masterclass on keyword research and building listings in 2026 and 2027.
In episode 555 of the AM/PM Podcast and Weekly Buzz, Bradley covers:
- 00:00 – Introduction
- 00:46 – Huge Potential Amazon Title Issue
- 09:06 – Amazon Ads in ChatGPT
- 10:26 – Prime Big Deal Days Dates Revealed
- 12:10 – New AI MCP Features
- 14:13 – Amazon Product Bundle Policy Change
- 17:03 – Look at Keyword Sales, Not Just Search Volume
- 20:21 – Get Inventory to East Coast Faster
- 21:32 – See You At Amazon Accelerate!
Transcript
Bradley Sutton:
There’s something happening with Amazon titles that could cost you thousands of dollars and nobody’s talking about it. Prime big deal days have been announced. ChatGPT, Amazon advertising coming soon. These stories and more on today’s Weekly Buzz. How cool is that? Pretty cool, I think. Hello everybody and welcome to another episode of the AM/PM podcast by Helium 10. I’m your host Bradley Sutton and this is the show that is our Helium 10 Weekly Buzz where we give you a rundown of all the goings on in the Amazon TikTok shop and e-commerce world. We let you know what new features Helium 10 has and we also give a training tip of the week. So let’s get started and see what’s buzzing.
Bradley Sutton:
All right, guys, a lot of news today. So let’s hop into it. The first one, I don’t see anybody talking about it. You know, for weeks and weeks, people have been talking about, oh, it’s the end of the world because Amazon’s chopping your titles and you only get 75 characters. And I’ve been saying, no guys, it’s pretty much the same stuff because your titles are not going to 75. It’s just the first part of your title is 75 and then you get 125 characters for the highlights. And it’s just in a smaller font and you get everything there and it kind of turned out to be that way. However, there is something going on that I noticed on one of the accounts that was costing hundreds of dollars in just one day.
Bradley Sutton:
If I didn’t catch it, could have ended up costing thousands or even $10,000. And it’s something that you’re not gonna find out about in like Killington Alerts because it’s not an official title change that’s happening. It’s something that has happened for kind of like a long time but now it’s more impactful, more defined in my opinion than before. What is it? Let’s hop in. First of all, for those of you watching on YouTube, this is the hemp account and this is some search results for this hemp pain creams and things. Do you guys notice anything about these titles here? Probably you see, oh yeah, it looks like they split it up. Yeah, they did. But these are terrible titles. Now you might be thinking, oh, hey Bradley, Amazon did change your titles and look, that’s got screwed up. I’m like, no, I changed the title.
Bradley Sutton:
But I am not going to put here in my title cream for pain relief as one and then the other one roll on for pain relief. Why? It is missing the most important keyword, which is hemp. All right, this is a very unique product. It’s a hemp cream for pain relief. The other product here is a hemp roll on. Why in the world did those get taken out? Here’s the thing. What happened is, and what’s happening more, is Amazon is hiding brand names in the titles, even on the main page. Now let me just take a step back. I was a little bit dramatic saying this could cost tens of thousands of dollars. First of all, it absolutely can and I’m going to show you why. But probably this is not going to affect 98% of you. This product happens to be in the 2%. Why?
Bradley Sutton:
Because we have one of the main keywords in the brand name. The brand name for this is InMotion Hemp. All right, we did that on purpose. So the title should be InMotion Hemp Cream because why? The main keyword is hemp cream. And here for the roll on, the title is InMotion Hemp Roll On. It’s kind of cool because it allows us to not have to put extra keywords because the main keyword is literally in the title. But as you can see, Amazon has taken it out, right? And now some of these products didn’t get it taken off. Like look at this brand. This brand is called Hemp Emu, all right? And look here, it says Hemp Emu Joint and Muscle Cream.
Bradley Sutton:
So they got to keep their brand name and the main keyword hemp in their title. Here’s another Hemp Emu Roll On, all right? But then look at our product right next to it. It no longer has hemp. And so I was like freaking out because I’m like, hey, our conversions are going to tank because of this, right? People are going to like maybe not realize it’s a hemp product. Now guys, this is how the title should look. Like if you look in the back end of our listing, here’s a screenshot from it. It says InMotion Hemp Roll On for Pain Relief, all right?
Bradley Sutton:
Right there, it’s all there. This is the back end of Amazon. This is what it should be. And if you dig into the edit listing, sure enough, right here it says InMotion Hemp Roll On in both places under item name, all right? It’s all there. But this is why this didn’t come up in Helium 10 Alerts because Helium 10 Alerts is tied to the Amazon API. And according to Amazon, the title hasn’t changed. But when you’re looking on it on Amazon and in the search results, it has. So then I opened up a case with Amazon and take a look at what Jose here said.
Bradley Sutton:
He said, Amazon updated how product titles are displayed when a customer searches using general terms, for example, Roll On for Pain Relief without including a specific brand name. The system may not display unrecognized brand names in the title. Now, first of all, this product has sold hundreds of thousands of dollars on Amazon over years. Why in the world is our brand name unrecognized? Has got brand registry. But he says, hey, this is because for customers who are not familiar with the brand, the space is better used to show product attributes.
Bradley Sutton:
Your brand name isn’t removed from the listing. Customers will still see it when searching for your brand name and across your brand store. So if I were to go to Amazon and type in InMotion Hemp Pain Cream, let’s see if it actually shows up in the search results. It still doesn’t. So this Jose is full of baloney. I literally typed in our brand name, InMotion Hemp Pain Cream. And as you can see here, it still was not showing correctly, even though I put it in. But anyways, as I was going along with Jose, he said, oh, let me try and do something. There’s something that back end I can switch.
Bradley Sutton:
Now this was like 72 hours ago and nothing still happened. So what I did was I went back into the listing and I added another hemp keyword in there. So in other words, InMotion Hemp is the brand. And then I said hemp. So as you can see here, those of you looking at my edit listing, my new title says InMotion Hemp, hemp roll-on for pain relief. That might sound a little bit silly to you, but this is like super important. Why? Because now what’s going to happen theoretically is it’s gonna take out InMotion Hemp, but my other hemp keyword will remain. Did it work?
Bradley Sutton:
30 minutes later, guys, look at this. Now on my listing, it says hemp roll-on for pain relief, fast acting. All right, so it works. So any of you guys, if you guys have a brand name where you were always banking on part of the brand name being your main keyword, check, like search for your product without using the brand name, using a generic keyword that you know you’re on page one for. Check if Amazon is removing the brand name. If it is, your keyword conversion might change.
Bradley Sutton:
Now, is this just kind of like wishful thinking on my part? Oh yeah, Bradley, like how big of a deal is just taking out this hemp word from your listing? Watch this guys. Look at Helium 10 for when this happened. I caught it as soon as it happened. The day before for this product, I had $1,400 worth of sales for this product in a day. And then when hemp got taken out of the title, it went down to $800, a $600 drop. I fixed it that night. I put hemp back in the title.
Bradley Sutton:
What was sales the next day? It went from 800 to $1,575, all right? Now, of course there’s ebbs and flows in sales, but guys, this is a little bit too much of a coincidence to just say it’s not related. Obviously, having the hemp keyword in there played a role in this. Further proof, I look at the page sessions, all right? So the day that the hemp keyword got taken out of the listing, look at this.
Bradley Sutton:
Unit session percentage, 14.77%, all right? Now, when I put hemp back into the title, 28% conversion rate, unit session percentage. Yes, guys, the keyword in the title really did make a difference, all right? It was double the conversion rate, and that resulted in double the revenue. So again, guys, this is something I don’t think many people are talking about because yeah, probably 98% of you, it doesn’t affect. For Manny’s Mysterious Oddities, our coffin shelf, it’s actually, I wish they took it out of the title, Manny’s Mysterious Oddities, because that’s a stupid brand name that we had done a long time ago.
Bradley Sutton:
It’s way too long, and it doesn’t help me with SEO at all. But unfortunately, they’re not taking it away. So again, Amazon does not take away all brand names. And also, some of you, like Manny’s Mysterious Oddities, might have a brand name that has nothing to do with keywords, so even if it took it away, it’s actually a good thing for you. But for those few of you who built in a main keyword in your brand name, take a look at your listings, see if Amazon changed it, and the workaround for now, just add that keyword right into the middle of your title, and then Amazon only takes away the brand name, and then you’ll still have your main keyword there.
Bradley Sutton:
All right, next up, Amazon Ads, this is from Amazon Advertising, this is from last week, late last week, if you miss it. It says, Amazon Ads announces new integration to support advertising in ChatGPT. This is not available across the board yet. This is like in a beta right now. But Amazon Ads, it says here, has announced a partnership with OpenAI to support advertising in ChatGPT. This new partnership enables advertisers to expand their Amazon Ads campaigns with a conversational ad experience on ChatGPT. All right, it says, select advertisers are currently testing this as part of a pilot.
Bradley Sutton:
I imagine there’s gonna be a lot more details on this during Accelerate, Amazon Accelerate next week, or Amazon Unboxed the following week. It looks like it’s gonna be part of Amazon DSP, because they were quoting somebody, a director from Amazon DSP. He said, the AI-driven ad experience isn’t just a vision of what’s to come, but an opportunity for advertisers to meet relevant users where they spend time today.
Bradley Sutton:
With access to ChatGPT ads, advertisers can now extend their campaigns further into where their customers are actively spending time. So what do you guys think of this? You upset it’s only available through DSP? I know not many of you have DSP right now. Are you gonna jump on this if it does become available to everybody? All right, next up, in case you missed it, the Prime Big Deal Days dates have been announced and confirmed October 6th and 7th.
Bradley Sutton:
All right, and don’t forget, as we announced last week or the week before, you still have time, but just a couple days more, to get your deals in. Because as Amazon says here, the date has been extended to September 22nd to do best deals and lightning deals. However, if you’re like me and you don’t do those, and you do Prime-exclusive discounts, you can submit those up to 12 hours before the event ends.
Bradley Sutton:
So obviously, you’ve got a couple weeks if you wanna schedule those, and that’s usually what I do. Now, here’s an important point. We obviously have Black Friday coming up, and as you know, Amazon made all these rules about deals and coupons and discounts, like, oh, the median price, this, and you have to have it less than 20% of the lowest price in the last 60 days, or blah, blah, blah, right?
Bradley Sutton:
So Amazon was gracious enough, look at this clarification, they said, promotional prices during Prime Big Deal Days are excluded from the look-back window. So your discounts won’t affect Black Friday and Cyber Monday deal eligibility. So that’s a real good plus from Amazon. Now, something I thought that was funny, guys, if you look at the announcement from Amazon, all right, about Prime Big Deal Days, people sometimes make fun of me if I make a mistake when I say something, or I make a typo in a blog or something like that. But guys, look at this. This is Amazon, all right, with their gargantuan budget.
Bradley Sutton:
Look what they said in this article that they just made. Hey, Amazon’s AI shopping assistant, Rufus, helps customers find gifts. Blah, blah, blah, Rufus this, Rufus that. Guys, Rufus has not been a thing in months. So hey, even Amazon can make some typos and mistakes here. All right, some new feature alerts all about the Helium 10 MCP, all right? So the first update is for those who, elite members, it’ll eventually get to Diamond, but for the MCP, for those who use Helium 10 ads, you can now create rules, all right? So rules are how ads have always worked. You know, you can say, hey, if it’s above 200% ACOs, then lower the bid by 20%.
Bradley Sutton:
If it’s between 180 and 200, lower it by 30%. If it’s between 100 and 150, et cetera, et cetera, et cetera. It might take a long time to do that, but now you can just like make a long voice message and design your rules. And then Helium 10, or Claude, I guess you could say, is going to make the rule in Helium 10. And so that you don’t have to go and, you know, do this like line by line with your mouse and keyboard and things like that. So, and then you could even like pick different campaigns, like, hey, assign this new rule to all the campaigns that have been above 50% ACoS for me.
Bradley Sutton:
So that’s pretty cool. So that’s something that’s coming soon to Diamond, but now available to Elite members. The next is a brand new tool available in the MCP that has never been available before. These, this is for those Helium 10 members who have a Market Tracker 360. You know, it’s advanced metrics about category, subcategory level, and detailed historical sales. That’s not available in the regular Helium 10.
Bradley Sutton:
Guess what, guys? You now have the ability to run queries in Claude, ChatGPT, using the Market Tracker 360 MCP. You could have a, ask it to give you a list of your markets, get the market leaderboard, look at the market overall, get the market products, get market statistics, and then dive into it. So this is gonna be really powerful. I mean, Helium 10’s MCP was already powerful for product research, just with a regular black box, looking at sales from the last 30 days and historical prices and stuff. Market Tracker 360, as you guys know, is on a whole another level, and that’s now available in the MCP.
Bradley Sutton:
All right, next up from Amazon Seller Central, this could impact some of you, all right? New requirements for product bundles starting January 11th. First of all, the fact that they put it out for so long usually shows you that, hey, this might be impactful to a lot of people, because other things, they’ll be like, oh yeah, by the way, Prime Big Deal Dale’s coming in two weeks, or hey, this policy is gonna shift in like three weeks. They’re giving this until next year, all right? So it says, effective January 11th, 2027, we’re updating the product bundling policy. So most product bundles listed as a single ASIN must be packaged by the original manufacturer or brand.
Bradley Sutton:
Now, I remember this had changed a while back. Like, for example, let’s say, like, if you guys look here, I’ve got this Korean Rejuran, like, jelly, DNA Glow jelly, right? I take this and I suck on this little tube here and it gives me vitamins, all right? Salmon DNA or something, right? And here’s another supplement I have here from Korea called All The Better. It’s from a different brand, and these are melatonin gummies. Now, here’s the thing. What sellers were doing back in the days was they would make a bundle with two different brands’ products. And I remember a while back, Amazon said, no, you can only put the same brand of products together, right?
Bradley Sutton:
So, like, for example, I’ve got two All The Better products. Like, I can make a bundle like this. However, according to this, that can’t be done anymore either, right? Like, I’m not the manufacturer, so I cannot make a bundle of two All The Better stuff. Only if All The Better made their own bundle and I sold it as a bundle, that would be allowed. So that’s kind of impactful for a lot of you guys, wholesalers and stuff who perhaps do things like that. Like, maybe you’re trying to make a six-pack of some kind of can or something like that. Like, if I’m reading this correctly, that’s not gonna be allowed anymore. However, there are exceptions.
Bradley Sutton:
It says here in this news article, it would still be permitted in the following instances, authorized repackaged products. So, it can be bundled if you have a letter of authorization from the brand owner or manufacturer giving you permission to repackage, all right? Another one, exempt categories. So, bundles listed within gifting browse nodes and camera product types don’t need to be in original manufacturer configurations. And another one, of course, virtual bundles, all right? Virtual bundles are not the same ASIN, so obviously that wouldn’t apply here.
Bradley Sutton:
It says here, if any listed product bundles are non-compliant after January 11th, they will be deactivated and become listing violations on your health account dashboard. So, this doesn’t affect me, but I bet it affects some of you guys out there, especially you wholesalers or repackagers let me know in the comments below what you think of this change. All right, next up is our strategy of the week. And for years, we’ve always focused on search volume, right? And nothing wrong with search volume. I still look at search volume. But in some instances, there’s actually a better metric that Helium 10 has that can help you understand a keyword’s potential. Carrie, let us know what that is.
Carrie Miller:
I want to share another advanced strategy that is unique to Helium 10 and it’s this, and that’s a WeShow keyword sales estimate. So before, with Helium 10 and even now with most other tools, all you could see was search volume. And in other words, how many people are searching for a specific keyword every month? So now why do we want to know search volume and why do we care? Well, typically we assume that the higher the search volume, the higher the sales. And for the most part, that’s actually true.
Carrie Miller:
But at the end of the day, wouldn’t you rather know the estimated number of sales tied to a keyword? Because it’s not always a direct relationship between high or low search volume and high or low sales. So let me show you what I mean. So if I go into Cerebro, so I’ve actually done a reverse ASIN search on our Coffin Shelf here. So these are all the results that we’ve got here. So we’ve got search volume here and then the keyword sales, okay?
Carrie Miller:
So we’ve got 153,000 search volume right here with close to 1500 sales. This is actually quite a bit less of a search volume and it has a little bit more sales. So between the two, you might want to think, okay, is this one more relevant or not? But some of these are actually really broad. So it might actually be harder to convert. So that’s something to consider, but we’ve got a much lower keyword sales here for bedroom decor, which is much more broad as well.
Carrie Miller:
So if we continue scrolling down, something that you might want to also take a look at is the search volume versus the number of sales. So Gothic decor, this is probably pretty broad and it’s a very low number of sales compared to search volume. So you’re gonna have a pretty low conversion rate there in general, but say we had something, let’s look at our search volume and let’s do like a minimum of 500 and let’s do up to a thousand, okay?
Carrie Miller:
So let’s apply filters here and we’re gonna see kind of a lower search volume. So sometimes you can actually see with the search volume that’s lower, you can actually see higher sales, but okay, so we’ve got 18 sales for 798 searches. Something you could do is compare kind of the ratio.
Carrie Miller:
It’s like, okay, so I get eight, there’s 18 sales total out of this lower search volume, but if I can capitalize on all of these keywords that have lower search volume, that maybe everyone else is going after those higher search volume keywords, maybe I have a better chance on these lower search volume keywords because there’s actually a higher percentage of conversion rate there. So you can actually kind of calculate that by dividing the two and then multiplying by 100 to find a percentage, but this is actually a really, really helpful thing to be able to kind of see whether or not you want to really go after a certain keyword. For example, is it really, really competitive and there’s not even that many sales or is it really way too broad and there’s not that many sales or is it very, very relevant and there’s a lot of sales, that’s probably the one you want to go for.
Carrie Miller:
Is it a really relevant, even if it has a low search volume, but there’s still a good number of sales, you’re going to want to go for that. So this is going to help you to kind of prioritize which keywords are going to be more important than others. And it just gives you a really good data point to refer to when you’re really prioritizing those keywords. So check it out if you haven’t already checked this one out.
Bradley Sutton:
Thank you very much, Carrie. Last news article of the day, also from Amazon, it says, get inventory to the East Coast faster with Standard Ocean Express. It says, hey, you can get product to East Coast shipping facilities faster with Standard Ocean Express, a new speed option for seller managed placement bookings.
Bradley Sutton:
It says, Amazon Global Logistics or AGL Ocean Express routes your shipments via the LA port with direct railroad to our East Coast fulfillment centers. And your inventory is going to be available to customers sooner with no changes to your existing booking process. So this is something brand new. Like, I’m not sure what would happen before, like, did it not go to the West Coast and then go on rail? Well, like, was it routing stuff around South America or through the Panama Canal or something and then to the East Coast? If so, yeah, I mean, this will obviously, you know, save a lot of time.
Bradley Sutton:
There’s links here that talk about more information about this, but if you guys haven’t used AGL and you’re interested in AGL, don’t forget, Helium 10 has some special introductory offers that the AGL team from Amazon gave us. For more information, go to h10.me forward slash AGL, h10.me/agl. All right, guys, next week, I will be at Amazon Accelerate in Seattle.
Bradley Sutton:
Any of you guys coming? First of all, if you’re there, stop by the booth, contact me or hit me up on my Instagram, slide into my DMs, Serious Sellers Podcast on Instagram, and let me know. Maybe I can interview you for five, 10, 15 minutes or more to come on the podcast. It’d be great to get more stories out there. But if you guys wanna hear me speak, I am speaking in a lot of different venues. Some of them are private, like they’re podcasts with Amazonians and stuff, but the ones that are available to go to, for example, there’s one session I’m doing called Get Your Brand Store Holiday Season Ready with AI Power Tools.
Bradley Sutton:
There’s some really cool stuff that is coming to brand stores that I think 98% of you guys have never seen before. So we are doing this session three different times. The first one will be on the 23rd, which is Wednesday, 11 a.m. to 11.45 a.m. in the L5 Ballroom 2. Then we do the same session again, if you missed that, same day from 1.30 p.m. to 2.15 in that same room, Ballroom 2. And then if you missed both of those, I’m doing it again on the 24th, Thursday, from 1.30 to 2.15 p.m. in the L5 Ballroom 2, the same room there. So hopefully you can see me there.
Bradley Sutton:
Also, I have another speaking spot on the 23rd, which is Wednesday. This one is at 12.30 p.m. It’s entitled How AI Can Turn Eight Hours of Work Into Eight Minutes. You guys wanna see that one? Make sure to go to the Partner Theater B, the LEX Pavilion, all right? That’s gonna be near our Helium 10 booth. The last speaking spot I have, I think it’s gonna be a really great session. It’s about data points like Product Opportunity Explorer and some new things that maybe you guys don’t know about. That is gonna be on Thursday at 11 a.m. It’s entitled A Multi-Channel Approach to Smarter Product Selection. It’s gonna be in L3, room 345.
Bradley Sutton:
Again, 11 a.m. It would be great to see you there. But please, if you miss coming to one of these speaking spots, no worries. Look out for me. I’ll be roaming the floors. I’ll be at the Helium 10 booth sometimes. But slide into my DMs on Instagram. We can arrange perhaps me to interview you five, 10 minutes to come on the podcast, tell your story. Last but not least, make sure to go to YouTube right now and subscribe to AM/PM podcast. That might be where you’re watching this now, or maybe if you’re listening to this on podcast, because this weekend, we’re gonna have a great masterclass all about getting the keywords for listing and building a listing in 2026 and 2027. Things have changed a lot, especially with new title rules and different ways to use AI. So that’s kind of like a must listen to episode. Check that out.
Make sure to subscribe to AM slash PM podcast and turn the bell on. Hit all for the bell so that you can get notified when that podcast drops. All right, guys, that’s it for news this week.
I believe Kerry will be doing the news next week live from Amazon Accelerate. So make sure to tune in next week to see what’s buzzing.
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