What Item Highlights is
When Amazon cut titles to 75 characters on July 27, 2026, it added a separate field called Item Highlights. In Amazon's words, it "provides an additional 125 characters for sharing materials or recommended use cases that help customers compare options." Amazon also says the content is searchable and visible with titles in search results and on product detail pages.
So Item Highlights is not a hidden backend field. Shoppers see it, and it can help your listing match searches. Treat it as the second half of your title.
The rules we could confirm
- Up to 125 characters. Amazon states this limit in the announcement and says its own AI tools follow it.
- Your title must be 75 characters or less first. Sellers report a Seller Central error, "100476: Provide an Item Name that is 75 characters or less to use Item Highlights," when the title is still too long. The counter above checks your title too if you paste it.
What to put in Item Highlights
Amazon's own suggestion is materials and recommended use cases. In practice, that means the detail you cut from your old title:
- Materials and build. "18/8 stainless steel, double wall vacuum insulation."
- Uses. "For gym, hiking, office and travel."
- Compatibility. "Fits most car cup holders and backpack side pockets."
- Measurable benefits. "Keeps drinks cold up to 24 hours" if you can back it up.
What not to put in Item Highlights
- Words already in your title. The tool flags overlap. Repeating "water bottle" wastes characters you could spend on new information.
- Promotions and opinions. "Best gift ever" or "free shipping" tells a shopper nothing they can compare.
- Claims you cannot support. Amazon restricts some claims in other listing fields, such as antibacterial or eco-friendly. Leave them out here too unless your product qualifies.
Examples
| Title (75 or less) | Item Highlights (125 or less) |
|---|---|
| Acme Insulated Water Bottle, 32 oz, Stainless Steel | Double wall vacuum insulated, leak proof lid with carry loop, fits most cup holders, for gym, hiking and travel |
| Acme Kids Sunscreen Lotion SPF 50, 6 fl oz | Water resistant 80 minutes, fragrance free, reef friendly formula without oxybenzone, for face and body |
| Acme Wireless Earbuds with Charging Case, Black | Bluetooth 5.3, up to 30 hours with case, IPX5 sweat resistant, touch controls, built in mic for calls |
Examples are illustrations. Only claim what your product actually does.
How to add Item Highlights
Amazon's announcement points sellers to Manage All Inventory, then Edit, then View enhancements, where Amazon suggests a title and Item Highlights you can accept or change. If you upload through flat files or a listing tool, look for the new Item Highlights attribute. Some feed tools list it under a title differentiation field group.
Start with your title. If it is not under 75 yet, use the 75 character title checker or the title generator, which also drafts Item Highlights from the words that did not fit.