Key takeaways
- Amazon’s new title rules took effect on July 27, 2026, with most product titles now limited to 75 characters.
- Media categories are exempt.
- Sellers can use a new 125-character “Item Highlights” field for additional product details.
- Amazon will gradually apply AI-generated titles to listings that remain over the limit.
Amazon has introduced stricter product title requirements designed to make listings easier to read on mobile devices and give shoppers more consistent information when comparing products.
As of July 27, 2026, product titles in most Amazon categories must be limited to 75 characters, including spaces. Media categories are excluded from the change.
The new limit represents a substantial reduction for sellers that previously used lengthy, keyword-heavy product titles. According to Amazon, the shorter format should help ensure that complete titles are displayed to shoppers browsing on smartphones. It should also bring Amazon listings more closely into line with the title lengths used by other online retailers.
However, sellers don’t necessarily have to remove useful information from their listings entirely, as Amazon has introduced a separate “Item Highlights” field that gives merchants an additional 125 characters to describe important product attributes.
This field can be used to highlight details such as:
- materials
- intended uses
- performance benefits
and other information that may help customers compare similar products.
Item Highlights are searchable and displayed alongside titles in Amazon search results and on individual product detail pages.
Sellers with titles longer than 75 characters are now being encouraged to update their listings by shortening the main title and moving supporting details into the “Item Highlights” field.
Amazon is recommending that merchants use its “Enhance Listings” tool to do this. This provides AI-generated suggestions for revised titles and Item Highlights that comply with the new requirements; it is designed to retain the most important identifying information in the main product title, while transferring secondary benefits, specifications, and use cases to the Item Highlights field.
Brand owners can review AI-generated recommendations through Amazon’s Review Listings Changes section. They have up to 14 days to approve, edit, or reject the recommendations before the proposed changes are implemented.
Amazon has said that titles still exceeding 75 characters after the July 27 deadline will be updated gradually using its AI-generated recommendations. Listings will remain active while this process takes place, and sellers will still be able to change their titles and Item Highlights afterward.
Why this matters to ecommerce merchants
This change means that Amazon sellers can no longer rely heavily on long, keyword-packed titles to communicate every product benefit or target multiple search terms.
More broadly, the update reflects a growing ecommerce trend toward shorter, cleaner product information designed for mobile shoppers and AI-driven search systems. Sellers that structure their product data clearly across titles, highlights, attributes, and descriptions are likely to be better placed to adapt.
Chris Singleton is the Founder and Director of Ecommercetrix.
Since graduating from Trinity College Dublin in 1999, Chris has advised many businesses on how to grow their operations via a strong online presence, and now he shares his experience and expertise through his articles on the Ecommercetrix website.
Chris started his career as a data analyst for Irish marketing company Precision Marketing Information; since then he has worked on digital projects for a wide range of well-known organizations including Cancer Research UK, Hackney Council, Data Ireland, and Prescription PR. He then went on to found the popular business apps review site Style Factory, followed by Ecommercetrix.
He is also the author of a book on SEO for beginners, Super Simple SEO.