The Amazon 75-character title change
Since July 27, 2026, Amazon product titles in every category except media must be 75 characters or fewer, spaces included. Here is what changed and a tool to fit your titles.
What to move
Comma-separated phrases, not sentences. Edit either box. The counts update as you type.
What changed
- The title limit is now 75 characters including spaces. The old guideline allowed much longer titles.
- A new field, Item Highlights, holds 125 more characters. It's searchable and shows under the title.
- Titles still over 75 after July 27, 2026 are being replaced, gradually, with Amazon's AI-written version. Listings stay live while that happens.
- Brand owners see the AI changes in Review listing changes 14 days before they take effect. Amazon's announcement doesn't describe a review window for other sellers.
Why fix titles yourself
An automatic rewrite chooses which of your words survive. Fitting the title yourself lets you keep the words customers search for and put the rest in Item Highlights. After you submit, Amazon says changes take 24 to 48 hours to show.
How the fitter decides
Amazon wants the most important information first: brand, style, product type, key attribute, color, size or pack count, model number. Most long titles are already written as comma-separated chunks in roughly that order, so the tool works chunk by chunk.
- It removes banned characters, promotional phrases, and any third use of the same word.
- It keeps chunks from the start of the title while the total stays at 75 or under. A later chunk that's short enough, like a color, can still stay.
- Chunks that don't fit move to Item Highlights, in their original order, up to 125 characters.
- If the first chunk alone is over 75, it's cut at the last whole word that fits and the rest moves.
It's a starting point. Read the new title as a shopper would and swap words between the two boxes until it reads well.
FAQ
When did the Amazon 75 character title limit start?
July 27, 2026, per Amazon's Seller Forums announcement updated June 10, 2026.
Can I still edit a title Amazon rewrote?
Yes. Amazon says you can change titles and Item Highlights at any time in Manage All Inventory.
Does the change apply outside the US?
Amazon's help page says the requirements apply in all stores except Saudi Arabia, Egypt, Türkiye and the United Arab Emirates.
How long do title updates take to appear?
24 to 48 hours after a successful submission, according to Amazon.
Pro: fix the whole catalog and keep it fixed
Rewrite your entire catalog to the 75-character rule automatically: titles that keep your top keywords, Item Highlights built from the rest, and a flat file ready to upload. Then we keep checking new and edited listings so they stay compliant.
This is an early project. Leave your email and we'll write only about the Pro version.
Amazon's rules this tool checks
- Titles must be 75 characters or fewer, including spaces, for all product types except media, in all stores except Saudi Arabia, Egypt, Türkiye and the United Arab Emirates.
- The 75-character limit started on July 27, 2026. Amazon says titles still over 75 after that date are gradually replaced with its AI recommendation. Brand owners get 14 days to review those changes.
- Item Highlights adds 125 characters for details like materials or recommended uses, written as comma-separated phrases. It shows below the title in search results and on the detail page, and Amazon says it is searchable.
- Banned characters:
! $ ? _ { } ^ ¬ ¦.~ # < > *are allowed only in context, like "Style #4301" or "<10 lb". - No word more than twice. Prepositions, articles and conjunctions are exempt. Brand names count.
- No promotional phrases. Amazon's examples are "free shipping" and "100% quality guaranteed". Its guidelines also call out "Hot Item" and "Best seller", and the restricted phrase "FSA/HSA eligible".
Last checked 2026-10-18. Sources: Amazon Seller Central, Product title requirements and guidelines (US), and Amazon's Seller Forums announcement Updates to improve your product titles begin on July 27 (updated June 10, 2026). Amazon does not say how it counts emoji or accented letters. We count each Unicode character as one.