What Amazon Actually Said

Amazon posted the update under Policy and Compliance on June 10, 2026. The official wording: "Starting July 27, 2026, titles in all categories except for media will need to be 75 characters or less including spaces. This ensures that your title will fully display on mobile and is consistent with the title length used by other online stores."

That's a reduction from 200 characters to 75 — a drop of more than 60%. The reason is straightforward: over 70% of Amazon shopping now happens on mobile, where titles have always truncated at around 70–80 characters. Amazon is simply making the limit match reality.

75 + 125: The Two-Field System

The most important thing to understand is that Amazon isn't taking away indexable space — it's reorganizing it. You had 200 characters in your title. Now you have 75 in the title and 125 in Item Highlights, for the same total of 200 searchable characters.

But these two fields serve different purposes. The title is what a shopper reads to decide whether to click. Item Highlights is what helps them understand the product once they're looking. Amazon designed them to work together, not as one long field split in two.

How to Write a 75-Character Amazon Title

With 75 characters, you have room for roughly 10–14 words. Every word needs to earn its place. The most effective titles follow a clear formula, with the highest-priority information loaded to the front.

Capitalization rule: Capitalize the first letter of each word except for prepositions, articles, and conjunctions (and, with, for, of, the). Example: Canyonwall Collagen Peptides Powder, Grass-Fed, Unflavored, 16 oz

Before & After: What Good Looks Like

The titles below show how to move from a keyword-stuffed 200-character title to a clean 75-character title that still carries the most important information — with the overflow relocated to Item Highlights where it belongs.

Example 1 — Supplement

Example 2 — Kitchen Product

Example 3 — Fitness Product

How to Write Amazon Item Highlights

Item Highlights is a new 125-character searchable field that appears directly below the title in search results and on product detail pages. Amazon designed it for the information that used to live in the second half of an overstuffed title.

Think of it as your title's supporting sentence — the one that adds context once the shopper has already seen the product name and decided it's worth a second look.

What to Keep Out of Both Fields

Amazon's title policy has been tightening since January 2025. Alongside the character limit change, the following remain prohibited in both the title and Item Highlights:

• ✕Promotional language — "Best Seller," "Top Rated," "Buy Now," "#1 Choice," "Limited Time Offer"
• ✕Subjective claims — "Amazing," "Premium Quality," "Superior," "World's Best"
• ✕Competitor brand names — mentioning a competitor is a trademark violation and can result in suspension
• ✕Special characters — !, $, ?, _, {, }, ^, ¬, ¦ — unless part of your registered brand name
• ✕Repeated words — avoid using the same word multiple times (prepositions, articles, and conjunctions are exceptions)
• ✕Pricing or availability — "Free Shipping," "In Stock Now," "$19.99"
• ✕Unverified health or safety claims — especially in regulated categories like supplements, baby, and grocery
• ✓Factual product descriptors, brand names, materials, dimensions, count, and use cases are all compliant
• ✓Title Case capitalization (first letter of each major word) is the correct Amazon standard
• !Commas and hyphens are allowed and useful for readability — but they count toward your 75 characters

Why Letting Amazon's AI Rewrite Your Title Is Dangerous

After July 27, any title still over 75 characters will be gradually updated to Amazon's AI-generated recommendation. Your listing stays active — but Amazon chooses the words.

Most sellers read this and think: fine, it's just a formatting update. That misses what's actually at stake.

What to Do Before July 27, 2026

You have a narrow window to do this on your terms. Here's the most efficient way to work through your catalog before the deadline.

• 01

  Export and audit your current titles

  Download your inventory from Seller Central and filter for any title over 75 characters. Prioritize your top revenue ASINs first, then work through regulated categories (supplements, baby, health, grocery) before anything else.

• 02

  Map each title to the formula

  For each listing, decide: Brand + Product Type + Differentiator + Variant (if needed). Write the 75-character title first, then identify what moves to Item Highlights. Don't work in reverse — starting with the overflow leads to worse titles.

• 03

  Run a compliance check on every new title

  Particularly for health, supplement, and food products — review new title and Item Highlights wording for claim language, category fit, and consistency with your bullet points, images, and packaging. Marketing copy and compliant copy are not the same thing.

• 04

  Check Amazon's AI suggestion — then rewrite it yourself

  In Seller Central, go to Manage All Inventory → Edit → View Enhancements. Amazon's AI suggestion is a useful starting point, especially for understanding how the system will interpret your product. But read every word before you apply it.

• 05

  Write Item Highlights for every updated listing

  Don't just shorten your title and stop. Item Highlights is 125 characters of new, searchable real estate appearing directly below your title in search results. Fill it intentionally with materials, use cases, and secondary keywords — not leftover title fragments.

• 06

  Brand owners: monitor Review Listings Changes daily

  If you have Amazon Brand Registry, watch for AI-generated updates in Review Listings Changes after July 27. You have 14 days to review each change. Passive approval is still approval — what Amazon writes becomes what's on your listing.

Common Questions Answered