Amazon’s 75-character title rule and Item Highlights

Amazon announced the rule in its Seller Forums in June 2026:

“Starting July 27, 2026, titles in all categories except for media will need to be 75 characters or less including spaces.”

Amazon’s reason: titles should display in full on mobile.

Before this, the cap was 200 characters, set in January 2025. The other January 2025 rules still apply:

• A word can appear at most twice, not counting words like “and”, “the” and “for”.
• No ! $ ? _ { } ^ ¬ or ¦, unless they are part of the brand name.

• Categories: all except media. Amazon’s post doesn’t define media; trade coverage reads it as books, music and video.
• Listings: new and existing. Titles still over 75 characters after 27 July get rewritten.
• Countries: every Amazon store except Saudi Arabia, Egypt, Türkiye and the United Arab Emirates, says Amazon’s help page on product titles. The Seller Forums post didn’t list them.

Amazon’s post says titles still over 75 characters “will be updated to the AI recommendation gradually.”

• Your listing stays active while that happens.
• Brand owners get 14 days before a change goes live to review, edit or approve it, in Review Listings Changes.
• Every seller can see changes Amazon made in Manage All Inventory, under View Change History.
• You can edit your title and Item Highlights at any time.

Some seller blogs say the rewrites go live with no review. Amazon’s own post gives brand owners the 14 days, so we go by that. The post mentions the review step only for brand owners.

An AI rewrite keeps the words it thinks matter. If you write the 75 characters yourself, you choose which buyer words stay.

Amazon describes Item Highlights as “an additional 125 characters for sharing materials or recommended use cases that help customers compare options.” Amazon says the field:

• is searchable;
• shows with the title in search results;
• shows with the title on the product page.

Together, the title and Item Highlights give you 200 characters, as many as a title had before. Amazon’s suggestions for both fields appear in Manage All Inventory.

In the weeks after the change, some sellers reported error 100476, “This attribute ‘Item Highlight’ is currently unsupported”, when they added the field. If you see it, ask Seller Support.

1. Start with what the product is, in the words buyers type. Find them with the autocomplete method.
2. Keep one or two deciding details: size, count or the main material.
3. If your category asks for the brand first, count it in the 75.
4. Move materials, uses and what’s in the box to Item Highlights.
5. Put the rest in your bullets and your backend Search Terms.

The title keeps the phrases buyers search. The details moved, and they stay searchable.

Paste a title into the free title checker to see its length before you save it.

To choose the words, Shopperwords shows the keywords buyers type before and after yours, right under Amazon’s search box. Pro adds estimated monthly searches, so you can see which phrase earns a place in the 75. See pricing.