Amazon has announced a major update to product title requirements that will affect sellers across nearly all categories. Starting July 27, 2026, product titles will be limited to 75 characters or less, and Amazon will begin using AI-powered recommendations to help sellers comply.
While this may sound like a small change, it could impact search visibility, click-through rates, and how your products appear on mobile devices.
What’s Changing?
Beginning July 27, 2026:
- Product titles must be 75 characters or fewer, including spaces.
- Applies to all categories except media products.
- Sellers will receive an additional field called Item Highlights, allowing up to 125 characters for key product details.
- Item Highlights will be searchable and visible in both search results and product detail pages.
- Amazon will provide AI-generated recommendations for compliant titles and Item Highlights.
- Listings that remain over 75 characters may be updated automatically by Amazon over time.
Why Is Amazon Making This Change?
According to Amazon, the goal is to improve the customer experience, especially on mobile devices.
Many product titles have become excessively long over the years, often stuffed with keywords, dimensions, colors, model numbers, and promotional language. On mobile screens, customers frequently see only part of the title.
By limiting titles to 75 characters and moving secondary information into Item Highlights, Amazon hopes to create:
- Cleaner search results
- Better mobile shopping experiences
- Easier product comparisons
- More consistent catalog quality
What Is Item Highlights?
Item Highlights is a new field that provides up to 125 additional characters to describe:
- Materials
- Product features
- Recommended use cases
- Key differentiators
Instead of cramming everything into the title, sellers can keep titles concise while still providing important information customers need.
For example:
Old title:
“Premium Stainless Steel Water Bottle 32oz Double Wall Vacuum Insulated BPA Free Leakproof Travel Bottle Blue”
New title:
“Premium Stainless Steel Water Bottle, 32oz”
Item Highlights:
“Double-wall insulated, BPA-free, leakproof design for travel and outdoor use.”
Amazon’s AI Will Help (And Potentially Make Changes)
One important detail from Amazon’s announcement is that sellers can already review AI-generated recommendations.
To see them:
- Go to Manage All Inventory
- Edit a listing
- Select View Enhancements
- Review Amazon’s suggested title and Item Highlights
Amazon states that these recommendations are designed to:
- Follow the new character limits
- Retain the most important product information
- Move additional details into Item Highlights
After July 27, Amazon may gradually apply AI-generated recommendations to non-compliant listings.
Brand owners will receive a 14-day review period before implementation and can approve, modify, or reject suggested changes through Review Listing Changes.
Key Best Practices From Amazon’s Updated Guidelines
Amazon also updated its Product Title Requirements and Guidelines documentation.
Some notable recommendations include:
Keep Titles Under 75 Characters
The new limit is now a formal requirement, not just a recommendation.
Avoid Keyword Stuffing
Don’t repeat words unnecessarily.
Bad:
“Men’s Men’s Jeans Denim Jeans”
Better:
“Men’s Original Fit Jeans”
Remove Promotional Language
Avoid phrases such as:
- Best Seller
- Hot Item
- Free Shipping
- Guaranteed
Avoid Excessive Capitalization
Bad:
“PREMIUM RUNNING SHOES”
Better:
“Premium Running Shoes”
Use Standard Characters
Avoid special symbols and decorative characters that do not contribute meaningful product information.
Focus on Core Product Information
Your title should primarily identify:
- Brand
- Product type
- Key variation (when appropriate)
Additional details can move into Item Highlights.
What Sellers Should Do Now
Even though enforcement starts on July 27, sellers should begin reviewing listings immediately.
Recommended action plan:
1. Identify Long Titles
Look for listings exceeding 75 characters.
2. Review AI Recommendations
Amazon is already generating compliant title suggestions.
3. Add Item Highlights
Use the new field to preserve important information that no longer fits in the title.
4. Monitor Brand Notifications
Brand owners should watch for AI-generated recommendations awaiting approval.
5. Test Performance
Monitor click-through rates, conversion rates, and search visibility after updates.
Final Thoughts
This change is part of Amazon’s broader effort to improve catalog quality and mobile shopping experiences.
For years, many sellers optimized titles primarily for search algorithms. Amazon is now pushing sellers toward a cleaner structure:
- Shorter titles
- Better readability
- More useful product information
- AI-assisted optimization
The good news is that sellers are not losing space entirely. Instead, Amazon is shifting some of that information into the new Item Highlights field, which remains searchable and visible to customers.
If you sell on Amazon, now is a good time to review your catalog before the July 27 deadline and ensure your listings reflect the new requirements before Amazon’s AI starts making changes for you.
