Amazon's new 75-character title limit: What sellers need to do now

What is Amazon's 75-character title limit?

As of July 27, 2026, Amazon titles are restricted to only 75 characters, including spaces. Media is the only product category unaffected by this new rule.

With Amazon’s announcement of the new 75-character limit rule, it also introduced one more field called “item highlights". It basically is an extra space where you can share all the other details and information related to the product’s material and use that simply don’t fit in the original title.

Completing this field might look like extra work, but it’s still searchable and visible. It also appears on the product detail pages.

For some Amazon sellers this change might be minor, but not for those with longer brand names. Since the brand name is mandatory, you’ll have fewer characters available for anything else.

Why is Amazon making this change?

Up till July, all Amazon product titles were around 150 characters. Yet, they mostly consisted of repetitive phrases and unnecessary words, spoiling the shopping experience. 

With the new limit, Amazon’s goal is to remove keyword stuffing in titles which leave the title unreadable or make shoppers lose interest in the product. Now, you can use the “item highlights” field to provide more useful information for your product.

Mobile optimization is another reason. When shopping via a mobile device, longer titles’ text gets cut off. With the new rule in place, shoppers will be able to get all the information they need at once easily.

What happens if you don't update your titles?

Amazon’s AI will rewrite any titles longer than the 75-character limit. That said, the process won’t happen overnight.

Those enrolled in the Brand Registry will have a 14-day review period. This means that  when you receive a suggestion from Amazon AI, you can simply reject it via the “Review Listing Changes".

How to rewrite your Amazon titles in 75 characters

Not everything is about hitting the 75-character limit. It’s more about how you distribute the keywords in your title, item highlights, and the backend search terms.

Step 1: Identify your core title elements

In every title, there are three important components to include:

1. Brand Name: Even though there’s a 75-character limit, Amazon still requests the brand name to be present in the title. 
2. Primary Keyword: This is the most important keyword for your product, because it’s the phrase that your ideal customers are typing into the search bar.
3. Core Differentiator: The detail that sets you apart from competitors in the search results is the core differentiator. It could be size, quantity, key feature, or formulation.

Always follow this formula:

[Brand] + [Primary Keyword] + [Key Differentiator]

💡Pro Tip: Identify these three elements for each ASIN first before writing the title. This will prevent you from adding too much text into the limited space.

Step 2: Move secondary details to item highlights

All the text that doesn’t fit in the formula discussed above should be added to “Item Highlights”. This includes:

• Materials and ingredients
• Use cases and compatibility info
• Comparison terms and secondary features
• Certifications and standards (e.g., non-GMO, BPA-free, UL-listed)

Item highlights allow you to add up to 125 characters. These are searchable and also appear in the search results. You can think of them as subtitles that provide more information about the product, helping shoppers compare your products to alternatives.

Step 3: Optimize backend search terms

Backend search terms are one of the most underused fields in Seller Central. They also represent a critical part of Amazon SEO. 

Amazon allows up to 250 bytes for backend search terms. If you exceed the limit by one byte, Amazon will ignore your entire field. While this space is invisible to shoppers, it’s fully indexed by Amazon’s search algorithm.

These tips will help you to make the most of the 250-byte limit:

1. Keywords like “foldable” or “travel-friendly” that don’t fit in the title should be inserted into the backend search terms.
2. If there are any common misspellings, synonyms, or alternative names for your product, you should include them in the backend search terms.
3. Long-tail variations such as “headphones for plane travel” or “turmeric for knee pain” specific to your title work really well here.
4. Don’t repeat words that are already in your title or item highlights.

Before-and-after examples of Amazon product titles

To help you apply the new updated framework across different categories, here are some examples:

Electronics

• Before (142 characters BrandX Wireless Bluetooth Noise Cancelling Over-Ear Headphones with 40-Hour Battery Life, Built-in Microphone, Foldable Design for Travel
• After (71 characters): BrandX Wireless Noise-Cancelling Over-Ear Headphones, 40-Hour Battery
• Item Highlights: Bluetooth 5.3, Built-in Mic, Foldable Design for Travel, Includes Case

The main change is the word "Bluetooth" which moved to “item highlights” since the primary keyword “Wireless Noise Cancelling Over-Ear Headphones” already implies bluetooth functionality. “Built-in Microphone” and “Foldable Design for Travel” also moved to “item highlights” where they’re still searchable and visible.

Supplements

• Before (158 characters): BrandY Organic Turmeric Curcumin 1500mg with BioPerine Black Pepper Extract and Ginger - 95% Curcuminoids - Joint Support Supplement - 90 Veggie Capsules
• After (68 characters): BrandY Organic Turmeric Curcumin 1500 mg - Joint Support, 90 Capsules
• Item Highlights: 95% Curcuminoids, BioPerine Black Pepper + Ginger, Veggie Caps, Non-GMO

The organic keyword “Organic Turmeric Curcumin 1500 mg” stayed in the title, along with the primary benefit (“joint support”) and capsule count. The details about the ingredients and formulation specifics moved to item highlights.

Home and kitchen

• Before (136 characters): BrandZ Stainless Steel Insulated Water Bottle 32oz with Straw Lid and Handle - BPA-Free, Leak-Proof, Double-Wall Vacuum, Keeps Cold 24hr
• After (73 characters): BrandZ Stainless Steel Insulated Water Bottle 32oz with Straw Lid
• Item Highlights: BPA-Free, Leak-Proof, Double-Wall Vacuum, Keeps Cold 24hr, Handle Included

The title now includes the product type, material, size, and key accessory (“straw lid”) for which shoppers actually search. The rest of the performance claims and certifications moved to item highlights.

How the title character limit affects your Amazon PPC campaigns

In Sponsored Products, the ads are showing your title. When you don’t apply the changes, your ads will also change. As such, the Amazon 75-character title limit isn’t just affecting organic listings, but your whole PPC strategy.

Here’s what you should audit after you update your titles:

Look at your primary keyword in Ad Previews and ensure your main keyword is well-placed.

Next, study the auto campaign keyword reports. Amazon’s algorithm uses your titles to match your auto campaigns with the search queries. Once you create a new title, you can change the queries for which your ads show up. While doing so, it’s important to run a Search Term Report for two weeks after you do the initial change to see if there are any changes in matched queries.

For two to three weeks, monitor click-through rate (CTR). Shorter and cleaner titles are always better and improve your CTR because shoppers can easily read the title without it being cut off or having to scroll more. 

If keyword phrasing has changed, fine-tune exact match campaigns. For example, if you change “Wireless Bluetooth Headphones” in your title to “Wireless Noise Cancelling Headphones,” your exact match keywords may need to be matched to the updated wording for relevance scoring.

This is an opportunity. Ads that have cleaner titles and are easier to read tend to do better because shoppers can process the information faster. A shopper is more likely to click on a short title and clear description of the product. 

On the plus side, once you make the changes to the titles, your Sponsored Brands ads will also look cleaner and more professional. That said, before your ads go live, ensure the new formatting looks good first. 

How to prioritize which listings to update first

Sellers who have hundreds or thousands of SKUs can’t update all their listings’ titles at once. If this describes your scenario, start here:

• Products that are bringing in 20% of your revenue: These listings close the most sales and are at risk of being written with AI.
• Titles that currently have more than 150 characters: First trim these down before Amazon’s AI strips the important keywords or information.
• Brand-registered ASINs: If you have Brand Registry, you get a 14-day review period before the changes go live. Monitor these ASINs closely in the “Review Listings Changes” panel.
• ASINs that run PPC ads: Once you change the titles, it will also affect your ads’ appearance and the search terms with which they match.
• Products in category-specific product groups: For example industrial parts and electronics have more to lose than other categories as their specifications are more technical and necessary. 

💡Pro Tip: Start with those products that generate your most revenue and the top-risk ASINs before you apply the changes to the rest. 

Common mistakes to avoid when writing product listing titles

As you update your titles, these are the common mistakes to avoid:

Stuffing keywords in item highlights

Keyword stuffing is one of the main reasons why this change is happening. The highlights should be used to specify only: 

• The materials
• Use
• Features 

Just like it happened with the titles, Amazon will start to take action against overstuffing in this section too.

Removing your brand name to save characters

Your brand name still has to appear in the title. Removing it to save characters will ultimately create a compliance problem. You can even get your listing suppressed.

Ignoring backend search terms

Even though this is one of the most underused fields in Seller Central, you still get 250 bytes of search terms. While shoppers never see these, you need to fill this space with keywords that no longer fit your title or item highlights.

Trusting Amazon’s suggestions completely

You can use the suggestions to help you get started. However, ensure you verify all the recommendations with real product data and the right keyword strategy.

Final thoughts

You’re the one who knows your brand, products, and keyword strategy best. As such,  you want to avoid that the algorithm rewrites your titles.

While this change might seem scary, just stick to the plan and keep your brand name, primary keyword, and core differentiator in the title. You can move all the other details to the item highlights and leave the keywords that don’t fit in backend search terms.

Start with your top performers. This will allow you to stay one step ahead of other sellers, and you’ll be able to keep your keyword equity, ad performance, and control of your listings. 

If you want to do this transition faster and you need additional help with listing optimization, consider working with an experienced Amazon PPC management agency like Olifant Digital. We offer a free marketing plan and 60-day money-back guarantee. 

Frequently asked questions

Does Amazon’s 75-Character Limit Include Spaces?

Yes, with Amazon’s new title limit the spaces are also considered. For example, if your title is “BrandX Wireless Headphones 40hr Battery", it has a total of 42 characters, including the spaces between.

Does my brand name count toward the 75-character limit?

Yes, your Amazon brand name also counts towards this 75-character limit. If you have a longer name, it leaves you with fewer characters for keywords and more details. On the other hand, if you don’t include it, your listing can get suppressed or removed.

What categories are exempt from the 75-character limit?

Media is the only product category exempted from Amazon’s new 75-character limit. All of the others will have to obey the limit that’s set.

Are item highlights the same as bullet points?

They’re not the same. Bullet points are key features that are presented below the product’s price on the product detail page. Item highlights, on the other hand, is a new feature that was introduced by Amazon. It has 125 characters that you can use for additional product info and is indexed by Amazon’s search engine.

Can I still edit my Amazon product title after July 27, 2026?

Yes, you can still change the title when you want. The manual editing will be locked on July 27, 2026. From that period on, Amazon AI will start with the rewrites. If you don’t like your title after this rewrite, you can still manually set the preferred one, as long as it stays within the 75-character limit.

Where do I find the item highlights field in Seller Central?

To find the item highlights, you need to go to “Manage All Inventory”, find the product to which you want to apply changes, and click “Edit”. The new field is visible in the product detail area. Once you get to the inventory management screen, you can get AI-generated title and item highlight recommendations.