Amazon seller guide
Amazon's 75-Character Title Change (27 July 2026): What Sellers Must Do
On 27 July 2026, Amazon is cutting most product titles to a maximum of 75 characters (including spaces) and introducing a new, searchable 125-character “Item Highlight” field. If you sell physical products on Amazon, this affects you — and titles left non-compliant will be rewritten automatically. Here's what's changing and how to stay in control.
What's changing on 27 July 2026
- • Titles capped at 75 characters (was up to 200) in all categories except media.
- • A new “Item Highlight” field — up to 125 characters of comma-separated phrases, searchable, shown under the title.
- • Amazon will auto-rewrite non-compliant titles, with a short window (≈14 days for brand-registered sellers) to review the change.
Why it matters
Long, keyword-stuffed titles have been a core ranking lever on Amazon for years. Cutting to 75 characters forces hard choices about which terms stay in the title. If you don't make those choices, Amazon's automated rewrite will — and it may drop the exact keywords driving your sales, or produce a title that reads poorly to shoppers. Acting before the deadline keeps you in control of your ranking and conversion.
The new title rules in brief
- • 75 characters maximum, including spaces.
- • Most important information first; avoid the brand name unless the product is unclear without it.
- • Title Case; numerals (“2” not “two”); abbreviated measurements (cm, in, kg).
- • No promotional or subjective language (“best”, “free shipping”, “top seller”).
- • No special characters such as ! $ ? _ { } ^, and no decorative symbols or emoji.
- • Don't repeat any word more than twice.
The Item Highlight field — your new keyword home
The 125-character Item Highlight field is the natural place for the materials, specs, features and use-cases that no longer fit the title. Write it as short comma-separated phrases (e.g. “Stainless steel, heavy duty, screw or self-adhesive fixing, space-saving”) — not full sentences — and don't repeat words already in the title, so you cover more search terms.
How to get compliant before the deadline
You can rewrite every title by hand, or let AI do it. Ecom Wizard audits your existing Amazon listings, flags every title over 75 characters, and rewrites them to the new rules in bulk — automatically generating a compliant Item Highlight from the detail that no longer fits, without losing your keywords. New listings you create are born compliant.
Get your catalogue compliant before 27 July 2026
Start free — audit and fix your Amazon titles + Item Highlights in minutes.
Start free →Frequently asked questions
When does the Amazon 75-character title limit start?+
It takes effect on 27 July 2026. After that date most product titles must be 75 characters or fewer, including spaces.
Which products are affected by the new title rule?+
All product categories except media (books, music, video, DVD), across most Amazon stores. If you sell physical products, assume you are affected.
What happens if my Amazon title is over 75 characters?+
Amazon will begin automatically rewriting non-compliant titles. Brand-registered sellers typically get around 14 days to review and approve the suggested change in "Review Listing Changes" before it goes live — so an unmanaged listing can be shortened in a way you would not have chosen.
What is the new Amazon Item Highlight field?+
It is a new field of up to 125 characters, written as short comma-separated phrases (not sentences). It is searchable and appears beneath the title in search results and on the product page — the natural home for the materials, specs and use-cases that no longer fit a 75-character title.
Will shorter titles hurt my Amazon SEO?+
Not if you move your important keywords into the Item Highlight field, bullet points and backend search terms. The total searchable space is similar — it is just distributed differently. The risk is leaving Amazon to auto-rewrite the title and losing keywords by accident.
How do I make my existing titles compliant before 27 July 2026?+
You can rewrite each title by hand to the new rules, or use a tool. Ecom Wizard audits your existing titles, flags the non-compliant ones, and rewrites them to 75 characters while generating a compliant Item Highlight from the detail that no longer fits — in bulk.
This guide is for general information and reflects Amazon's announced changes for 27 July 2026; always check Seller Central for the rules that apply to your account and category.