Published October 15, 2026 by the ListRubric team.
Timeline
| Date | Change |
|---|---|
| January 21, 2025 | Amazon's title policy sets a 200 character cap for most categories, bans the special characters ! $ ? _ { } ^ ¬ ¦ unless part of the brand, and limits any word to two uses. |
| Before July 27, 2026 | Amazon announces the 75 character limit and the new Item Highlights field, and adds AI tools under "View enhancements" to suggest compliant titles. |
| July 27, 2026 | Titles in all categories except media must be 75 characters or less including spaces. Titles over the limit start being replaced with AI recommendations, gradually. |
Change 1: titles drop to 75 characters
Amazon's announcement is short: "Starting July 27, 2026, titles in all categories except for media will need to be 75 characters or less including spaces." Amazon gives two reasons. A 75 character title shows in full on mobile, and it matches the title lengths used by other online stores.
For many sellers this is the biggest listing change in years. A typical title written for the old 200 character limit has to lose well over half its length.
Change 2: Item Highlights adds 125 characters
To make up for the shorter title, Amazon added Item Highlights, up to 125 extra characters for "materials or recommended use cases that help customers compare options." Amazon says Item Highlights is searchable and appears with the title in search results and on the detail page. Sellers report you can only add it once the title is 75 characters or less.
Change 3: Amazon's AI rewrites long titles
After July 27, Amazon replaces titles that are still too long with its AI recommendation, gradually. Listings stay active while this happens. Brand owners get 14 days to review, change or approve the AI version in Review Listing Changes before it goes live.
Sellers on the Seller Central forums have pushed back on some AI rewrites, saying they drop key search terms or read awkwardly. You keep the most control by writing the short title yourself.
What did not change
- The banned special characters and the twice-per-word rule from January 2025 still apply.
- Media listings are still exempt from the length limit.
- Bullet points, descriptions and backend keywords are not affected by the title change.
What to do now: a five step plan
- Find your long titles. Export your listings and count title characters, or paste them into the checker above one at a time.
- Prioritize best sellers. Rewrite the ASINs that drive the most revenue first, before Amazon's AI does it for you.
- Rewrite to 75. Brand, product type, key spec, one differentiator. The title generator gives you a starting draft.
- Move the rest to Item Highlights. Materials, uses and compatibility.
- Watch Review Listing Changes. If you are the brand owner, check it at least weekly so no AI rewrite goes live without you seeing it.
What it means for Walmart, TikTok Shop and Shopify sellers
Nothing changed on other channels because of Amazon's update. Walmart still allows up to 150 characters, TikTok Shop 25 to 200, and Shopify recommends 60 for SEO titles. If you copied one title across all channels, you now need an Amazon specific version. Check each with our Walmart, TikTok Shop and Shopify checkers, or read the full Amazon title requirements.