What changed on July 27, 2026
Amazon announced in Seller Central that, starting July 27, 2026, titles in all categories except media need to be 75 characters or less, including spaces. Amazon's stated reason is mobile: a 75 character title displays in full on a phone screen and lines up with the title lengths other online stores use.
Before this change, the cap for most categories was 200 characters, set by the title policy that took effect on January 21, 2025. Going from 200 to 75 means many established listings lost more than half of their title space overnight.
What counts toward the 75 characters
- Spaces count. Amazon's announcement says "75 characters or less including spaces." A title with 12 words and 11 spaces uses those 11 characters too.
- Punctuation counts. Commas, hyphens and slashes are characters. The checker above counts every character exactly as you paste it, after trimming extra spaces.
- Your brand counts. Brand names are part of the title, so a long brand name leaves less room for the product.
Which products are exempt
The announcement exempts the media category. That covers books, music, video and DVD style listings. Tick "Media item" in the checker to skip the length rule for those. Every other category, from grocery to tools, falls under the 75 character limit.
What happens to titles that are still too long
Your listing does not go inactive. According to Amazon, titles still over 75 characters after July 27 are gradually replaced with an AI generated recommendation. Brand owners get 14 days to review, modify or approve those suggestions in Review Listing Changes before they go live. You can edit your title and Item Highlights at any time.
The catch is control. If you wait for Amazon, its AI decides which words stay in your title. Writing your own 75 character version first lets you keep the words you know shoppers search for.
Where the extra detail goes: Item Highlights
Amazon added a new field called Item Highlights with up to 125 more characters. Amazon says this content is searchable and appears with the title in search results and on the product detail page. It is the right home for materials, recommended uses and comparison details that used to pad your title.
A simple way to rewrite a long title
- Start with brand and product type. "Acme Insulated Water Bottle" tells a shopper what it is in 27 characters.
- Add the one or two specs shoppers filter by. Size, count or the main material. "32 oz" or "2 Pack."
- Cut adjectives that do not help a buyer decide. Words like premium, high quality and perfect take space and add nothing a shopper can verify.
- Remove promotional language. Phrases like free shipping or best seller break Amazon's title rules anyway. See the full list on our Amazon title requirements page.
- Move everything else to Item Highlights. Uses, compatibility and secondary features go there.
Want a draft to start from? The Amazon product title generator builds a 75 character title from your product details and shows what to move into Item Highlights.
How to update your title in Seller Central
Amazon's announcement lists these steps: go to Manage All Inventory, find the listing, choose Edit from the drop-down menu, then click View enhancements to see Amazon's suggested title and Item Highlights. You can accept them or write your own. If you list through flat files or an API, update the item name field and the new Item Highlights attribute in your feed.
Example
Before (138 characters): ACME Best Seller Premium Stainless Steel Water Bottle Water Bottle 32oz FREE SHIPPING! Insulated, Leak Proof, BPA Free, for Gym and Travel
After (70 characters): Acme Stainless Steel Water Bottle 32oz Insulated, Leak Proof, BPA Free
Item Highlights: Double wall vacuum insulation, fits most cup holders, made for gym, travel and daily use