As of July 27, 2026, all listings on Amazon other than media (such as books, music, video, and software) must have product titles that are 75 characters or less, including spaces. Amazon rolled out this policy change along with an additional 125 character field for Item Highlights which allows for secondary information such as material, dimensions, and use. If you fail to bring the title into compliance, Amazon’s AI system will write a title that complies with this policy change, but Brand Registry sellers get 14 days before that goes live while non-Brand Registry sellers do not.

If you've not yet changed your titles, there's still time but only for so long.

What Changed, Exactly

The change was announced by Amazon through Seller Central in June 2026, becoming effective from July 27, 2026. The fundamental alteration is straightforward; the 200-character title field previously utilized by the majority of sellers to fill with keywords will now be separated into two dedicated fields.

Title (maximum 75 characters, inclusive of spaces): brand, product type, and the main distinctive feature – designed to fit completely in a mobile search results page.

Item Highlights (maximum 125 characters): a newly introduced searchable field with supporting information, such as material, compatibility, quantity, certifications, and use cases.

Collectively, they still have around 200 characters of indexable space. The difference is that Amazon will now specify where this information needs to be placed, rather than allowing sellers to simply stick everything into the one title.

It does not apply to any of the media categories, nor does it yet apply to several other marketplaces such as Egypt, Saudi Arabia, Türkiye, and the UAE, although it may do so in the future.

Why Amazon Made This Change

The goal according to Amazon is to ensure readability and a better shopping experience on mobile. Titles that were lengthy and filled with keywords would always be truncated with an ellipsis on the phone and hid behind a lot of secondary keywords the real product name. Shorter titles are also more aligned with how other big retailers (and increasingly AI shopping assistants such as Rufus and Alexa+) would understand product names.

This is a more important consideration than it seems at first glance. As the shopping surfaces powered by AI (Rufus, Alexa+, ChatGPT Shopping, Google AI mode) play an increasingly larger role in discovery, having a clear, unambiguous product name will help ensure proper identification by these systems, while item highlights provide clear attribute data.

What Happens If You Don't Update Your Titles

Your listing visibility is unaffected – Amazon guarantees listings will remain active during the transition process and titles over the limit are neither suppressed nor deleted.

What will happen is that Amazon's artificial intelligence will rewrite non-compliant titles for you using their "Enhance Listings" feature on a rolling schedule until the end of 2026.

If you have a Brand Registry, you can make use of the Review Listings Changes feature, giving you 14 days to review/edit/ approve your AI-generated title and Item Highlights before publication.

If you don't have a Brand Registry, there won't be such a reviewing opportunity – Amazon publishes your AI-generated version right away.

This translates into meaning that the cost of doing nothing is not a policy violation but rather the loss of control over your keywords, voice, and all listing optimizations to an automated rewrite which you might disagree with.

Example: Before and After 

Old style title (bloating and more than 75 characters long): "Brand XYZ Stainless Steel Water Bottle 32 oz Double Wall Insulated BPA Free Leakproof Wide Mouth for Gym Travel Sports Outdoor Everyday Use Kids Adults"

Shortened title (exactly 75 characters): "Brand XYZ Stainless Steel Water Bottle, 32 oz"

Updated Item Highlights (125 characters): "Double wall insulated, BPA free, leakproof, great for the gym, travel, or everyday use."

See how things changed places: the title includes all essential information (brand name, materials, product type, and capacity). All the other details (insulation, safety properties, and uses) have been moved to Item Highlights but remain searchable.

How to Update Your Titles the Right Way 

First audit your highest revenue generating ASINs. Do not try to optimize your entire catalog at once. Optimize the listings which generate most of the revenue since if there's a mismatch between your product listing and AI suggestions, the potential damage can be great.

Determine what are your "non-negotiables" for the title. This would include brand name, identity of your product, and one true differentiator – size/quantity/one key feature.

All the rest are candidates to be moved.

Move all other elements into Item Highlights. Materials, certifications, compatibility, package size, use-case language all go into Item Highlights field now – this is fully searchable so you don't lose any keyword equity, just moving it.

Do not duplicate content between these two fields. Duplication of the phrases between title and Item Highlights wastes characters that could be used for keyword or another important feature.

Use Amazon Enhance Listings tool as a starting point, not as a final product. Amazon's AI recommendations are fairly decent but this is only because they are based on the listing content you currently have – review and revise them!

If you use Brand Registry, take advantage of your 14 day review period. Look through all suggestions made by AI and compare them to your guidelines and priorities regarding keywords.

Monitor the performance. Watch click-through rate, conversion rate and keyword ranking on your ASINs within a month or two since shorter titles will change mobile search snippets.

Frequently Asked Questions

Can my product listing be hidden because of the title being more than 75 characters?

No. According to Amazon, the listing stays live even during the implementation period. Listings with long titles are replaced by an AI-generated title in the future but won't be hidden.

Since when has the 75-character title policy been introduced?

The deadline is set for July 27, 2026. It is being implemented gradually and should be finished by the end of 2026.

Is it applied to all Amazon categories?

Yes, it is applied to all Amazon categories excluding media products (books, music, videos, and software). However, there are a few exceptions such as Egypt, Saudi Arabia, Türkiye, and UAE.

What are Item Highlights on Amazon?

Item Highlights is a new, searchable attribute up to 125 characters which is placed either next to or beneath the product title in the search results and product detail page. This attribute is meant to carry supporting attributes such as materials, compatibility and use cases, which are no longer allowed in the title due to its shortening.

What will happen if I do not update the title by the deadline date?

Amazon's AI will create a compliant title and Item Highlights for you based on your listing. If you are using Brand Registry, then you have 14 days to accept these changes after Amazon generates them for you. If you are not using Brand Registry, then you do not get any such period.

Will I lose the keyword space due to the new 75-character title limit?

No, because the amount of indexable space between the title and Item Highlights remains around 200 characters. What has changed is that the space is now controlled by Amazon.

Key Takeaways

• Amazon requires that all titles, aside from media products, have 75 or fewer characters as of July 27, 2026.

• Item Highlights provides a field of 125 characters that includes information such as material, size, and use case.

• Titles can continue without penalty, but the AI will rewrite all non-edited titles in succession.

• If the listing is under Brand Registry, you'll have a 14-day review period before the new title is published.

• If not under Brand Registry, there is no such grace period.

• It would be wise to manually edit titles yourself in high-revenue listings rather than rely on an automatic program.