Quick answer: Amazon’s own announcement states that from July 27, 2026, titles in all categories except media must be 75 characters or less, including spaces. A second field, Item Highlights, carries an additional 125 characters. The 200 characters a title once held on its own are now split across those two fields.
This page is maintained against Amazon’s published requirements. When a limit changes, this page changes with it.
The current limits, field by field
| Field | What Amazon states today | What the field is for |
|---|---|---|
| Item name (the title) | 75 characters or less, including spaces | The product name a buyer sees first, in search results and at the top of the detail page |
| Item highlights | An additional 125 characters | Materials or recommended use cases that help customers compare options |
| Both fields together | 200 characters | The same total a title alone used to carry, now split across two fields |
Amazon puts the split plainly in its own seller Q&A: you still have 200 characters for your important product information, split between Item name at 75 characters and Item highlights at 125.
Two dates matter, and they are not the same date.
| Date | What changed |
|---|---|
| July 27, 2026 | The 75-character limit applies, in all categories except media |
| August 10, 2026 | Item highlights display beneath the Item name across desktop and mobile |
Amazon gives its reason for the shorter title directly: it “ensures that your title will fully display on mobile and is consistent with the title length used by other online stores”.
What Item Highlights are and how they work with the title
Item Highlights is a separate field, not an overflow box. Amazon describes it as an additional 125 characters for materials or recommended use cases that help customers compare options.
The line that decides how you use it: Amazon states this content “is searchable and visible with titles in search results and on product detail pages”.
So a term moved out of the title is not a term thrown away. It moves into a field Amazon says is searchable and shown next to the title.
Amazon’s guidance on what belongs where, quoted from its seller Q&A:
- Brand name: “We recommend that you keep your brand name in the Item name.”
- Variating attributes: keep the most important ones in the Item name. If 75 characters will not hold them all, keep the most important there and move the rest to Item highlights.
What happens to a title that is still over 75 characters
Nothing is switched off. Amazon states that after July 27, titles still over 75 characters “will be updated to the AI recommendation gradually”, and that “your listings stay active throughout this process”.
| Situation | What Amazon states happens | Where you act |
|---|---|---|
| Title over the limit, no action taken | Amazon updates it to its own recommendation, gradually | Manage Inventory, at any time |
| You are the brand owner | 14 days before implementation to review, modify and approve the recommendations for titles and Item Highlights | Review Listings Changes |
| You want to see what changed | Amazon points sellers to the change record on the listing | Manage All Inventory, then View Change History |
| You want to see recommendations early | Amazon names its Enhance Listings tool for reviewing recommended titles | Enhance Listings |
The practical read: the 14-day window is the only part of this a seller controls, and it belongs to brand owners. If your titles matter to you, the window is the deadline, not July 27.
The title rules that are not about length
Length is the rule that changed. The other requirements Amazon published with the January 2025 title update are about characters and repetition.
From Amazon’s January 2025 title requirements announcement, quoted:
- Prohibited special characters: “!, $, ?, _, {, }, ^, ¬, and ¦ are not allowed, unless they are part of the brand name.”
- Word repetition: “Titles may not contain the same word more than twice. Prepositions, articles, and conjunctions are exceptions.”
The length figure in that same 2025 announcement, 200 characters, is the figure the July 2026 change replaced. The character and repetition rules above are stated separately from it.
Which categories are excepted
Amazon names exactly one exception: media. Its wording is “all categories except for media”.
If you sell in a media category, check the title requirements shown for that category inside Seller Central before you rewrite anything.
How to cut a long title to 75 characters
Work in this order. It protects the terms that earn impressions and moves the rest rather than deleting them.
- List what the current title is doing. Brand, product type, the one or two attributes a buyer filters on, then everything else. Everything else is your cutting material.
- Keep the brand name in the Item name. That is Amazon’s own recommendation, and it is also what a buyer scans for first.
- Keep the product type immediately after the brand. If a buyer cannot tell what the product is inside 75 characters, no other optimisation matters.
- Keep the attribute that varies. Size, colour, capacity, count: the one a buyer picks between on your own detail page.
- Move materials and use cases to Item highlights. That is the field Amazon says it built for exactly that content.
- Send structured data to structured fields. Measurements belong in the dimension attributes, writing product dimensions correctly, not padded into a title that no longer has room for them.
- Count the characters, including spaces, before you submit. Both fields, separately.
A worked example. The before is a typical pre-2026 title at 173 characters. The after splits the same information across the two fields.
| Field | Text | Characters |
|---|---|---|
| Before, one title | YourBrand 32 oz Insulated Water Bottle, Stainless Steel Vacuum Flask, Leak Proof Lid, Keeps Drinks Cold 24 Hours and Hot 12 Hours, Wide Mouth, Dishwasher Safe, Midnight Blue | 173 |
| After, Item name | YourBrand Insulated Water Bottle 32 oz, Stainless Steel, Midnight Blue | 70 |
| After, Item highlights | Vacuum flask keeps drinks cold 24 hours and hot 12 hours. Leak proof lid, wide mouth, dishwasher safe. | 102 |
Nothing was deleted. The brand, the product type, the capacity, the material and the colour stayed in the title. The performance claims moved to the field Amazon built for them.
Deciding which terms are worth the characters is the part that takes judgment. A term buyers actually type earns its place ahead of a term that only reads well.
eMarspro Plans to Support Sellers
Keyword Optimization Services
Rewriting a catalogue to 75 characters is a keyword prioritisation job before it is a copywriting job. Deciding which terms hold the title, which move to Item Highlights and which belong in structured fields is handled as part of Amazon listing optimization services, with scope set in your SOW.
eMarspro has been managing marketplace accounts since 2011 and today supports 300+ brands across 60+ marketplaces.
Frequently Asked Questions
Amazon states that from July 27, 2026, titles in all categories except media must be 75 characters or less, including spaces. A separate Item Highlights field carries an additional 125 characters. Amazon’s January 2025 title announcement also prohibits the special characters !, $, ?, _, {, }, ^, ¬ and ¦ unless they are part of the brand name.
The 200 characters still exist, but not in one field. Amazon states that the total is now split between Item name at 75 characters and Item highlights at 125 characters. A title written to the old 200-character limit is over the current limit on its own.
Amazon states that after July 27, titles still over 75 characters will be updated to its AI recommendation gradually, and that listings stay active while that happens. Brand owners get 14 days before implementation to review, modify and approve the recommendations in Review Listings Changes.
Amazon states that Item Highlights content is searchable and is shown with titles in search results and on product detail pages, so a term moved there is still in a searchable field. What ranking depends on is broader than the title alone, and how ranking on Amazon actually works is worth reading before you rewrite a catalogue.
Compliance Monitoring
Amazon title requirements keep changing, so catalogue monitoring needs to run alongside day to day account monitoring. If Amazon has rewritten your titles, we can help identify which ASINs changed and what was lost. Get a free account audit with findings delivered within 48 hours.
