seller
- What changed
- 75 character title limit plus a 125 character Item Highlights field
- When
- Enforced from July 27, 2026; AI rewrites continue through 2026
- Who it affects
- All sellers and brand owners on Amazon.com, except media categories
- What to do
- Rewrite long titles yourself and review AI suggestions within 14 days
Key takeaways
- Amazon titles are limited to 75 characters in all categories except media, enforced from July 27, 2026.
- Item Highlights adds 125 searchable characters for materials, uses and secondary terms.
- Rewrite titles yourself; Brand Registry owners get 14 days to review AI rewrites, others may get none.
How the title rules changed
200 character cap, special character and repeat word rules
Amazon announces the 75 character limit
Enforcement starts, Item Highlights live
AI rewrites long titles in waves
What is the Amazon title character limit in 2026?
Amazon announced on its Seller Forums on June 10, 2026 that product titles must be 75 characters or fewer, spaces included, in all categories except media such as books, music and video. Enforcement started on July 27, 2026. Parent and child titles in a variation family are each counted separately against the limit.
Amazon said the change is meant to make titles display fully on mobile screens and to bring title length closer to other online retailers. Listings with longer titles stay active and buyable, so there is no immediate sales risk, but the title shoppers see may change without your input if you do nothing.
- Limit: 75 characters including spaces
- Scope: all categories except media
- Start of enforcement: July 27, 2026
- New field: Item Highlights, up to 125 characters
- Long titles are rewritten by Amazon's AI, not suppressed
How Item Highlights work alongside the title
Item Highlights is a new searchable attribute that appears near the title in search results and on the product detail page. Amazon positions it for materials, recommended uses and comparison terms, the details that used to make titles long. Together, title and Item Highlights give you about 200 characters of indexable text, the same total many categories allowed in a single title before.
Amazon's FAQ says both fields are inputs for search. Optimizers still assume the title carries more weight, so keep your most important search phrase in the title and use Item Highlights for supporting terms. Some sellers reported an error when adding Item Highlights to listings whose titles were still over 75 characters, so shorten the title first.
| Title | Item Highlights | |
|---|---|---|
| Brand name | ||
| Product type | ||
| Key differentiator | ||
| Size, count or color | ||
| Materials | ||
| Use cases | ||
| Comparison terms |
75 + 125 characters, both searchable
The rules that still apply from the 2025 title policy
The 75 character limit sits on top of the title requirements Amazon introduced on January 21, 2025. Those rules have not gone away, and a short title can still fail them.
- No special characters such as ! $ ? _ { } ^ ¬ ¦ unless they are part of the brand name
- The same word cannot appear more than twice, except prepositions, articles and conjunctions
- No promotional phrases such as best seller or free shipping
- No subjective claims you cannot prove
- Brand name should match your registered brand exactly
What happens to titles over 75 characters?
Amazon is rewriting noncompliant titles gradually rather than all at once. Brand owners enrolled in Brand Registry get a 14 day window to review, edit or approve the AI generated title and Item Highlights before the change goes live, through the Review Listing Updates queue. If nobody acts, the AI version is applied.
Sellers without Brand Registry are reported to get no review window, so their titles can change without notice. That is one more reason to protect your brand with Amazon Brand Registry and to rewrite titles yourself instead of waiting for the queue.
How to rewrite a title to 75 characters, step by step
A good 75 character title reads like a product name, not a keyword list. Work from data, not guesswork, and change one family of listings at a time so you can measure the effect.
- Export your catalog and sort titles by character count
- Pull the top converting search terms for each ASIN from Brand Analytics or your ad reports
- Write the title as brand, product type, one key feature, then size, count or color
- Move materials, use cases and secondary keywords into Item Highlights
- Check the special character and repeated word rules
- Upload, then watch sessions, conversion rate and ad search terms for two to four weeks
75 character title check
- Brand first, spelled as registered
- Product type a shopper would search
- One key differentiator
- Size, count or color if it matters
- No banned special characters
- No word used more than twice
- No promotional claims
What to keep and what to cut
The fastest way to lose 100 characters is to cut what the shopper already sees elsewhere. Images show color, bullets explain benefits and the variation selector shows sizes. Keep what makes the shopper click: the brand, what the item is, and the one attribute that separates it from the result next to it.
For example, a 180 character supplement title can usually be reduced to brand, product, strength and count, with the dietary claims and use cases moved to Item Highlights and bullets. Our guide to Amazon product title optimization covers formulas by category, and Amazon backend keywords explains where cut terms can still be indexed.
- Keep: brand, product type, key differentiator, size or count
- Move: materials, use cases, compatibility lists
- Drop: repeated keywords, filler adjectives, promotional words
How shorter titles affect search and ads
Title text feeds Amazon search and also the relevance signals that Sponsored Products uses for automatic and broad targeting. When titles shrink, some ad keywords may lose relevance and impressions. Watch search term reports closely for a month after a rewrite and add exact match keywords for any phrase that dropped out of the title.
Shorter titles can also help click through rate on mobile, where long titles were truncated. The overall effect differs by listing, which is why measuring each change matters more than any rule of thumb. Our Amazon variations guide explains how titles work across parent and child ASINs.
Common problems after the change
The most frequent issue is a title that will not update because another contributor's data wins, often called a locked title. If your edits are ignored, see our guide to the Amazon locked title fix. Other sellers report AI rewrites that drop the brand or change the product type, which is why the 14 day review queue should be checked weekly.
Our Amazon SEO services team rewrites titles and Item Highlights in bulk and tracks rank for the terms that matter. SpiderOS monitors listing changes and search terms daily, and you can start with a free Amazon audit that flags every title over the limit.
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)
- Amazon Seller Forums: New product title requirements effective January 21, 2025 (sellercentral-europe.amazon.com/seller-forums/discussions/t/3781c84d-4778-40fe-9dde-30039a0948f6)
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