On July 27, 2026, Amazon caps product titles at 75 characters (including spaces) in every category except media. A new searchable field, Item Highlights, adds 125 characters below the title, but it only unlocks once your title fits the cap. Titles left over the limit will be rewritten by Amazon’s AI, and brand owners get just 14 days to review each change. Rewrite your best sellers yourself, before Amazon does it for you.
Title cap
Including spaces, with the brand name counted. Applies to parents, child variations, and bundles.
All categories except mediaItem Highlights
A new searchable field shown under the title in results. It unlocks only once your title fits 75.
New fieldAI rewrites
Over-limit titles get rewritten by Amazon’s AI after the deadline. Brand owners get 14 days to review each change.
After July 27What is Amazon’s new 75-character title rule?
Starting July 27, 2026, product titles on Amazon must be 75 characters or fewer, including spaces, in every category except media. Amazon announced the change on June 11, 2026, cutting the previous 200-character ceiling by more than half. It applies to parent listings, child variations, and bundles, with no exemptions.
The brand name counts toward the 75. Existing content rules still apply on top: no word used more than twice, no promotional phrases like “free shipping,” and no decorative special characters. Amazon’s title requirements page already reflects the new limit in every store except Saudi Arabia, Egypt, Türkiye, and the UAE.
The rule did not appear overnight. Amazon capped titles at 200 characters in January 2025, then tested a two-part title format in April 2025. July 27 is the finish line of an eighteen-month push toward shorter, mobile-first titles.
The road to the 75-character title
Eighteen months of Amazon title policy, ending with AI enforcement.
Why is Amazon cutting titles to 75 characters?
Amazon’s stated reason is mobile visibility. More than 70% of Amazon shoppers browse on phones, where long titles truncate at roughly 80 characters, hiding everything after the cut. A 75-character cap means the whole title displays on the screens where most buying actually happens.
Why 75? Because that is what a phone screen shows
Share of Amazon shoppers browsing on mobile devices.
There is a cleanup motive too. Two hundred characters invited keyword stuffing, and search results filled with near-unreadable titles. Shorter titles push differentiation into structured fields Amazon’s search and AI shopping tools can parse, which is exactly where Item Highlights comes in.
What are Item Highlights?
Item Highlights is a new, optional field that gives you 125 additional characters for details that no longer fit the title: materials, use cases, age ranges, and compatibility. Amazon confirmed the field is indexed for search and displays with the title in search results and on product pages.
Your searchable real estate, before and after July 27
Roughly the same 200 characters, now split into two structured fields.
Two mechanics matter. First, Item Highlights only unlocks once your title is 75 characters or fewer, so shortening titles is the gateway. Second, the field is separate from bullet points, and it can be updated in bulk through Amazon’s updated flat-file templates or by API.
The open question is weight. Amazon has not said whether a keyword in Item Highlights ranks as strongly as one in the title. Until sellers finish testing, treat your 75 title characters as prime keyword real estate and use highlights for supporting terms.
What happens if I do nothing before July 27?
After July 27, Amazon will gradually rewrite any over-limit title using AI, generating a compliant title and Item Highlights from your existing content. Brand owners get 14 days to review, modify, or approve each recommendation in the Review Listing Changes tool. If you take no action, the AI version goes live. Listings stay active throughout.
Early seller reports explain the risk. In Amazon’s own announcement thread, sellers describe AI suggestions that strip differentiating details or produce near-identical generic titles across a catalog. Your title is your strongest ranking signal; letting an algorithm rewrite it unsupervised is how hard-won rankings slip.
Responsibility does not transfer, either. Amazon confirmed that if an AI-generated title creates a policy or compliance problem, the seller still owns it and must appeal through Seller Performance. Reviewing AI output is now part of catalog management.
How do you write an Amazon title in 75 characters?
Keep a simple order: brand, product type, the one attribute buyers filter on, then size, count, or model. Cut everything else. Use numerals instead of spelled-out numbers, abbreviate measurements, and delete repeated keywords: a word used twice has already hit Amazon’s indexing limit anyway.
Worked example: a 121-character title, rebuilt for the new format
Secondary claims move out of the title and into Item Highlights.
Fictional product for illustration. The keyword phrase buyers actually search (“organic sencha green tea bags”) stays in the title; supporting claims move down.
What belongs in Item Highlights: materials and certifications, use cases and occasions, compatibility, and care instructions. What still belongs in the title: the search phrase your buyer types, plus the variant fact (count, size, flavor) that stops a wrong-item order. Size and color go in child titles only, not the parent.
| Rule | Before July 27, 2026 | After July 27, 2026 |
|---|---|---|
| Title length | Up to 200 characters | 75 characters max, including spaces |
| Item Highlights | Not available | 125 searchable characters, unlocked once the title fits 75 |
| Brand name | Counted toward the cap | Still counted, still leads the title |
| Word repetition | No word more than twice | Unchanged, and repeats waste scarce characters |
| Variations | Long parent and child titles common | Parent and child titles both capped at 75 |
| Bundles | Older guidance allowed 200 | No exemption: 75 applies |
| Enforcement | Suppression warnings | Amazon AI rewrites over-limit titles; 14-day brand review |
Which listings should you fix first?
Triage by revenue, not alphabet. Fix your top-selling ASINs and every ad-targeted listing first, because those are the pages where a bad AI rewrite costs the most. Then sweep the rest of the catalog, longest titles first, using Amazon’s bulk update template.
You can preview Amazon’s suggestions today: open Manage All Inventory, choose Edit, then View Enhancements to see the recommended title and Item Highlights for each listing. For products with multiple resellers, the Brand Registry owner is responsible for making the updates.
For a ten-SKU catalog this is a weekend project. For hundreds of variations it is a real content operation: rewriting, keyword-checking, and reviewing AI output at scale. The deadline is one week away.
$0 to top-5 organic on core seasonal keywords
Listing SEO is the discipline this change rewards. When a winter accessories brand launched with Amplifyr, structured titles, backend keywords, and advertising took its hero product from unranked to top-5 organic on its biggest search terms, driving a $16,607 peak week. Disciplined listing content is what compounds into rank.
Frequently asked questions
When does Amazon’s 75-character title limit start?
Does the brand name count toward the 75 characters?
What are Amazon Item Highlights?
Will Amazon rewrite my titles automatically?
Do variations and bundles have to follow the new rule?
Is your catalog ready for July 27?
Get a free Amazon audit before the deadline. We will flag every title over 75 characters, draft compliant rewrites and Item Highlights, and show you the fastest wins across listings, advertising, and account health. No commitment.
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