Amazon SEO
Amazon Updates
Amazon Product Titles: The 75-Character Limit
|
9 min read
Since 27 July 2026, Amazon product titles in every category except media have to be 75 characters or less including spaces. Anything longer gets replaced with Amazon's own AI recommendation, gradually, whether you act or not. A separate field called Item Highlights carries another 125 characters, and it is searchable, so the question is not whether you lose the words but whether you choose where they land.
Amazon limits product titles to seventy-five characters including spaces in all categories except media, a rule that started on the twenty-seventh of July twenty twenty-six. A separate Item Highlights field holds another one hundred and twenty-five searchable characters. Titles over the limit are rewritten automatically by Amazon.
What is the Amazon product title limit now?
Seventy-five characters, spaces included. Amazon's announcement of the change states that "starting July 27, 2026, titles in all categories except for media will need to be 75 characters or less including spaces", and gives the reason as mobile display: "this ensures that your title will fully display on mobile and is consistent with the title length used by other online stores". Amazon posted this on the US Seller Central forum and named no individual store, so if you sell outside the US, confirm the rule against your own marketplace's title requirements before assuming an exception.
Seventy-five characters is short. It is roughly brand, product, one differentiator and a size, and nothing else. A title built the old way, with material, colour, pack count, compatibility and three synonyms for the category, runs well past 75. Nobody has published how much of the catalogue sits over the line, but if your titles were written to fill a desktop search result, assume yours do.
| Field | Length | What Amazon says it is for |
|---|---|---|
| Title | 75 characters including spaces | The product name, in every category except media |
| Item Highlights | 125 characters | "Materials or recommended use cases that help customers compare options" |
| Where Item Highlights appear | Not applicable | "Searchable and visible with titles in search results and on product detail pages" |
| Media categories | Unchanged | Excluded from the 75-character rule |
Item Highlights is the part most summaries skip, and it changes the arithmetic. Amazon describes it as "an additional 125 characters for sharing materials or recommended use cases that help customers compare options" and says "this content is searchable and visible with titles in search results and on product detail pages". Two hundred characters across two fields, one of which Amazon calls searchable, is not obviously less room than the old category-specific caps gave you. Amazon's announcement does not state what the previous limit was.
The editorial decision is which of your existing title fragments is load-bearing. In practice the split falls the same way for most catalogues.
- Keep in the title: the brand, what the product actually is, and the one attribute a buyer filters on, such as size, capacity, wattage or compatibility.
- Move to Item Highlights: materials and recommended use cases, which is exactly what Amazon says the field is for.
- Move to the bullets: anything that needs a clause to make sense, because 125 characters will not carry a benefit and its explanation.
- Delete: repeated synonyms for the category, which were never doing the work sellers hoped and now cost space that a real attribute needs.
What happens to a title that is still too long?
Amazon rewrites it for you. The announcement is direct about the default: "after July 27, any titles still over 75 characters will be updated to the AI recommendation gradually. Your listings stay active throughout this process, and you can make changes to your titles and Item Highlights at any time."
Two things follow from that sentence. Nothing gets suppressed, so there is no outage to notice, which is exactly why an untouched catalogue drifts. Brand owners at least see pending changes queued in Review Listings Changes; Amazon does not say what anyone else sees. And the rewrite is not final, because you can edit afterwards. The cost is not permanence, it is that the first version customers see was chosen by a model optimising for Amazon's rules rather than by someone who knows which spec sells your product.
Brand owners get a stated review window
Amazon states that "when changes are made to your listings, brand owners will have 14 days before implementation to review, modify, and approve AI-generated recommendations for titles and Item Highlights in Review Listings Changes." That is a real, dated review period, and it only helps if someone actually opens that queue. If you are enrolled in Brand Registry and nobody on the team has looked at Review Listings Changes, the 14 days are passing unused.
How do you rewrite a title before Amazon does?
Use the enhancement view Amazon built for it, then overrule it where you know better. The path is specific enough to follow literally, and Amazon says the tools "will automatically adhere to the new limits", so a suggestion they generate already fits.
How to fit an Amazon title into 75 characters
- Open the listing in Manage All Inventory - Go to Manage All Inventory and find the listing you want to update, then select Edit from the drop-down menu. Work through your catalogue in revenue order rather than alphabetically, because the titles that matter are the ones that already sell.
- Open View enhancements - Click View enhancements on the left of the page. Amazon shows suggested titles and Item Highlights that follow the new requirements, and the tools automatically respect the limits of 75 characters for titles and 125 for Item Highlights.
- Decide what counts as key product information - Amazon says the recommendations keep key product information in the title and move additional details to Item Highlights. That judgement is the whole job. For most products the title is brand, what the thing is, and the one attribute a buyer filters on, such as size, capacity or compatibility.
- Put the rest into Item Highlights deliberately - Use the 125 characters for materials and recommended use cases rather than for leftover keywords. Amazon says this content is searchable, so specifics a buyer would actually type belong here, not a comma-separated list of synonyms.
- If you are a brand owner, work the review queue - Open Review Listings Changes and deal with pending recommendations inside the 14-day window. Approving a good suggestion takes seconds and modifying a bad one is far cheaper than discovering the rewrite later on a page that sells.
Does a shorter title cost you search traffic?
Nobody has published data either way, so treat confident numbers with suspicion. What is known is structural rather than statistical: Item Highlights is searchable by Amazon's own description, so a keyword moved from the title into that field is still on the listing and still findable. Amazon has not said whether it counts for as much there as it did in the title.
The second structural point is about who reads listings now. Amazon's shopping assistant, announced as Alexa for Shopping, answers questions about a product rather than returning a ranked list of title strings. Amazon has not published which listing fields it reads; the best available map is independent analysis, which we covered in the guide to Alexa for Shopping and which puts titles, bullets, descriptions, specifications and A+ content on the same footing. A fact that moves from the title to Item Highlights is still a fact on the listing. A fact you delete to save characters is not.
Be careful what you read about this change
This topic attracted a wave of posts with precise traffic and conversion figures attached to the 75-character cap. Amazon has published no before-and-after data, and neither has anyone with a stated methodology. Guides that describe exactly how the AI picks which words survive are also guessing: Amazon says only that the recommendations keep key product information in the title and move additional details to Item Highlights.
Quick win for today
Sort your catalogue by revenue and open View enhancements on the top ten. Those are the titles where an automatic rewrite costs the most and a deliberate one gains the most. The SellerMagnet profit dashboard shows which ASINs actually carry your margin, which is a better running order than the one Manage All Inventory gives you by default.
Titles sit on top of everything else in the listing. Our listing optimization guide covers the conversion work the title introduces, the Alexa for Shopping guide explains what reads the rest of the page, and the Featured Offer guide covers what decides which offer a shopper sees at all.
Amazon title limit FAQ
What is the Amazon product title character limit?
75 characters including spaces, in all categories except media, since 27 July 2026. Media categories are excluded from the rule.
What are Item Highlights?
A separate field of 125 characters for materials or recommended use cases. Amazon says the content is searchable and appears with titles in search results and on product detail pages.
What happens if my title is still over 75 characters?
Amazon updates it to its AI recommendation gradually. Your listings stay active during the process and you can change the title and Item Highlights at any time afterwards.
Can I review Amazon's suggestion before it goes live?
Brand owners can. Amazon gives them 14 days before implementation to review, modify and approve the recommendations in Review Listings Changes. It does not say what sellers outside Brand Registry see.
Do I lose the keywords that no longer fit?
Not if you move them. Item Highlights is searchable by Amazon's own description, so the question is whether a term is still on the listing somewhere, not whether it is in the title.
Where do I edit the title and Item Highlights?
In Manage All Inventory, select Edit on the listing and open View enhancements. The suggestions there are constrained to 75 characters for the title and 125 for Item Highlights.
Stop Juggling Tools. SellerMagnet Combines Everything You Need.
Join a smarter way to manage your Amazon store.
Recommended Articles
SellerMagnet Tools
Amazon Updates
Amazon's Agent Policy: What It Means for Your Tools
Amazon's BSA update of 4 March 2026 added an Agent Policy for automated software and AI agents. What it requires, who it lands on, and what a seller can actually check.
Read more
FBA
Amazon Updates
Amazon Multi-Channel Fulfillment: What Changed in 2026
MCF ships your other sales channels out of FBA stock. What Preferred Pricing changed in January 2026, what the April packaging defaults changed, what to check.
Read more
Amazon SEO
Amazon Updates
Amazon Product Titles: The 75-Character Limit
Amazon capped product titles at 75 characters on 27 July 2026 and rewrites longer ones itself. What Item Highlights hold, and what brand owners get that others do not.
Read more
FBM
Amazon Updates
Amazon On-Time Delivery Rate: The 2026 Rule Changes
From February 2026 an OTDR breach deactivates only your worst listings, and from June 2026 padded handling time is its own violation. What both changes require.
Read more
Amazon Basics
Amazon Updates
Amazon GPSR Compliance: What Gets a Listing Removed
What GPSR requires on an Amazon EU listing, who can actually be your responsible operator, what to submit in Seller Central, and how to clear a flagged offer.
Read more
Amazon SEO
Amazon Updates
Alexa for Shopping 2026: What Amazon Sellers Must Change
Amazon renamed Rufus to Alexa for Shopping in May 2026 and widened it. What the assistant reads in your listing, and the listing changes that actually matter.
Read more
