The current Amazon title requirements
As of October 2026, an Amazon product title has to pass these rules. The first comes from the July 27, 2026 update. The next two come from the policy Amazon put in place on January 21, 2025.
- Length: 75 characters or less, including spaces. This applies to every category except media. It replaced the earlier 200 character cap for most categories.
- No banned special characters. The characters ! $ ? _ { } ^ ¬ and ¦ are not allowed unless they are part of your brand name.
- No word more than twice. A title may not use the same word more than twice. Prepositions, articles and conjunctions such as for, the and and are exceptions.
Amazon's January 2025 announcement says non-compliant titles show up in Manage All Inventory, and brand owners get suggested fixes in Review Listing Updates with 14 days to act before Amazon updates the title.
Promotional language
Sales and marketing claims such as "free shipping", "best seller", "sale" or "limited time" do not describe the product, and Amazon has long told sellers to keep them out of titles. Our checker flags them as failures because they waste characters and commonly trigger listing quality warnings.
What a good Amazon title includes
Within 75 characters you have room for about 10 to 12 words. Use them on facts a shopper uses to decide:
- Brand, written the same way every time.
- Product type in plain words people search for, like "water bottle" rather than "hydration vessel."
- The key spec: size, capacity, count, or the main material.
- One differentiator if it fits, such as "Insulated" or "Leak Proof."
Everything else, including uses, compatibility and secondary features, now belongs in Item Highlights (up to 125 characters) and your bullet points.
Common reasons titles fail
- Keyword stuffing. Repeating "water bottle" three times now breaks the twice-per-word rule, and it uses up characters you need.
- Decorative symbols. Exclamation marks and dollar signs are banned. Use commas or hyphens to separate attributes instead.
- Old 200 character titles. Any title written before July 2026 is probably too long now. See the 75 character limit guide for how to cut one down.
- Brand added twice. If your brand is in the title and Amazon also prepends it, you can end up over the limit. Keep the brand once at the start.
How the ListRubric checker scores your title
For Amazon, the checker runs five checks: length against 75 (skipped for media), promotional terms, ALL CAPS words, the banned special characters, and repeated words. A word used more than twice is a fail. A word used exactly twice is allowed, so it shows as a warning because each repeat still costs characters. When something fails, you get a suggested shorter title you can copy.
Need to check bullets too? Try the Amazon listing analyzer. Selling on more channels? We also have checkers for Walmart.com, TikTok Shop and Shopify.