What is the Amazon title character limit in 2026?

Trade press reports that since July 27, 2026, product titles must be 75 characters or fewer, including spaces, in all categories except media. Many categories previously allowed 200 characters. Amazon added a separate searchable Item Highlights field of up to 125 characters.

What happens if my Amazon title is over 75 characters?

The listing stays active, but Amazon's AI gradually rewrites the title. Brand Registry owners get 14 days to review the suggested title and Item Highlights before they apply. Sellers without Brand Registry are reported to get no review window, so rewriting titles yourself is safer.

Are Item Highlights searchable on Amazon?

Yes. Item Highlights is a searchable field of up to 125 characters shown near the title. Amazon has said both the title and Item Highlights are search inputs. Use it for important features and secondary keywords that no longer fit in the title.

What characters are not allowed in Amazon titles?

Under Amazon's 2025 title rules, titles cannot use ! $ ? _ { } ^ ¬ or ¦ unless the character is part of the brand name. Titles also cannot repeat a word more than twice, except prepositions, articles and conjunctions, and should avoid promotional phrases.

Should the brand name be in an Amazon title?

Yes. Amazon's title guidance expects the brand name in the title, usually first. It counts toward the 75 characters, so keep the rest tight: product type with primary keyword, then one or two deciding attributes such as size or quantity.

Amazon Product Title Optimization for the 75-Character Rule

What changed: 75-character title limit plus a 125-character Item Highlights field
When: Announced June 10, 2026; enforced from July 27, 2026
Who it affects: All Amazon listings except media categories
What to do: Rewrite titles yourself before Amazon's AI does

Key takeaways

Since July 27, 2026, titles must be 75 characters or fewer in all categories except media.
Use the 125-character Item Highlights field, bullets and backend terms for words cut from titles.
Write your own titles from keyword data instead of relying on Amazon's AI rewrites.

Amazon title rule changes

Jan 2025
Banned characters and word repeat limit
Jun 10, 2026
75-character limit announced
Jul 27, 2026
Enforcement and AI rewrites begin
Ongoing
Brand owners get 14 days to review

What changed with Amazon titles in 2026?

PPC Land reported Amazon's announcement, updated June 10, 2026: titles in all categories except media must be 75 characters or fewer, including spaces, with enforcement from July 27, 2026. Many categories previously allowed up to 200 characters. Listings over the limit stay active, but Amazon's AI gradually rewrites their titles. Brand Registry owners get 14 days to review the suggested title and Item Highlights in the review queue; trade press reports that sellers without Brand Registry get no review window.

SellerSprite notes that parent and child variation titles are each counted separately, and that spaces, punctuation, measurements and quantities all count.

Limit: 75 characters including spaces
Applies to all categories except media
Enforced from July 27, 2026
Over-limit titles rewritten by Amazon's AI
Brand Registry: 14 days to review suggestions

What is the Item Highlights field?

Item Highlights is a separate, searchable field of up to 125 characters. It appears near the title in search results and on the detail page. Use it for the details that used to pad titles, such as material, key specs, compatibility and uses. Amazon has said the title and Item Highlights are both search inputs. Reports also say you can add Item Highlights only once the title is within the limit, so shorten the title first.

Title rules from 2025 that still apply

Amazon's January 2025 title policy is still in force alongside the new limit. It bars certain special characters unless they are part of the brand name, and it limits word repetition. Non-compliant titles get suggested corrections, and sellers who ignore them can see the title changed or the listing suppressed.

No word more than twice, except prepositions, articles and conjunctions
No ! $ ? _ { } ^ ¬ ¦ unless part of the brand name
No promotional phrases such as best seller or free shipping
Brand name in the title
Applies to parent and child titles

A title formula for 75 characters

With so little space, every word must earn its place. Lead with what the product is, because that is what shoppers and Amazon need first. A simple formula works for most categories: brand, product type with primary keyword, then the one or two attributes that decide the purchase, such as size, quantity or a key feature. Use numerals and standard abbreviations: 32 oz, not thirty two ounces. Leave colour and size to variation attributes where possible.

Brand
Product type plus primary keyword
Top deciding attribute: size, count or key feature
Optional second attribute if it fits

Before and after examples

Before, 132 characters: BrandName Insulated Water Bottle 32 oz, Stainless Steel Water Bottle with Straw Lid, Leakproof BPA Free Metal Bottle for Gym, Hiking.

After, 69 characters: BrandName Insulated Water Bottle 32 oz Stainless Steel with Straw Lid. Item Highlights: Leakproof, BPA free, keeps drinks cold, for gym, hiking and office.

Before, 118 characters: BrandName Yoga Mat Non Slip, Extra Thick 6mm Exercise Mat for Women and Men, Yoga Mat with Carrying Strap for Home Gym.

After, 61 characters: BrandName Yoga Mat 6mm Thick Non Slip Exercise Mat with Strap. The audience and home gym terms move into Item Highlights and backend search terms.

Before and after

	Before	After
Length	132 characters	69 characters
Keywords	Repeated bottle three times	Each word once
Extra details	Crammed in title	Moved to Item Highlights

How to keep ranking keywords when cutting titles

Cutting a title can remove words you rank for, so do it with data. List your current title words, then check which ones carry converting searches in your Sponsored Products search term report and Brand Analytics Search Query Performance. Keep the primary keyword in the title. Move secondary keywords into Item Highlights, descriptive phrases into bullets, and synonyms into backend search terms. See our Amazon backend keywords and Amazon keywords examples guides.

Amazon product title optimization, step by step

Work through your catalogue starting with the ASINs that sell most.

Export titles and flag every one over 75 characters
Check the review queue for AI title suggestions and their deadlines
List the converting keywords in each current title
Rewrite with the formula: brand, product type, deciding attribute
Move remaining keywords into Item Highlights, bullets and backend
Check for repeated words and banned characters
Submit, then confirm indexing by searching ASIN plus keyword
Track rank and conversion for four weeks

Title compliance check

75 characters or fewer
Brand name included
No word more than twice
No banned special characters
No promotional phrases
Item Highlights filled

Should you accept Amazon's AI title suggestions?

Review them, do not accept them blindly. AI suggestions are based on your existing title, bullets, description, backend terms and A+ Content, and they can be good. But they may drop the keyword that drives most of your sales or lead with a less important feature. Brand Registry owners should check the review queue regularly, because if the 14-day window passes, the suggestion is applied. If you are not in Brand Registry, see our Amazon Brand Registry guide.

Where PPC Spider helps

PPC Spider's Amazon SEO services rewrite titles to the 75-character rule using your search term and Brand Analytics data, fill Item Highlights, and track rank after each change in SpiderOS. Start with a free Amazon audit to find over-limit titles before Amazon rewrites them.

Sources

PPC Land: Amazon cuts product title limit to 75 characters on July 27 (ppc.land/amazon-cuts-product-title-limit-to-75-characters-on-july-27/)
SellerSprite: Amazon's 75-character title limit is live (sellersprite.com/en/blog/amazon-75-character-title-limit-2026)
SunTec India: Amazon product title policy update 2025 (suntecindia.com/blog/amazon-product-title-policy-update-2025-impact-on-sellers/)

Want this done for your account?

We run these playbooks on client accounts every day. Start with a free audit.

Get a free audit