Amazon Product Title Requirements 2026: 75-Character Rule

Amazon product titles must now be 75 characters or fewer, including spaces, in every category except media. The rule took effect on 27 July 2026 and replaced the old 200-character limit for most products. Details that no longer fit can go into a new Item Highlights field of up to 125 characters, which is searchable and shows next to the title.

The older title rules from January 2025 still apply on top of the new limit: no banned special characters, no word used more than twice, and no promotional phrases.

Key takeaways

• Titles: 75 characters max, including spaces, for parent and child ASINs. Media is excluded.
• Item Highlights: an extra 125 searchable characters for materials, use cases and compatibility.
• Over-limit titles are rewritten by Amazon's AI over time. Brand owners get a 14-day review window.
• Banned characters, the two-repeat word limit and the no-promotion rule still apply.
• The real job is choosing what earns a place in the first 75 characters: brand, product type, and the one or two attributes shoppers search for most.

What changed in 2026

Amazon announced the change on the Seller Forums on 10 June 2026 under the heading "Updates to improve your product titles begin on July 27". Amazon's stated reasons are that titles should display in full on mobile and line up with title lengths at other online retailers.

Amazon has said the total amount of indexable text near the title has not shrunk. It has been split across two fields. What has changed is which words get the most visible spot.

Who it applies to

• All non-media categories. Home and kitchen, beauty, electronics, toys, sports, apparel and the rest are all in scope.
• Bundles. Bundles are not exempt, even though the older Bundle Policy page mentions 200 characters.
• Parent and child ASINs. Each title is checked on its own.
• Stores. Amazon excluded the Saudi Arabia, Egypt, Turkiye and UAE stores from the first rollout. The US and Canada are included.

What happens to titles that are still too long

Your listing stays active. After 27 July, Amazon gradually swaps over-limit titles for an AI recommendation. That recommendation draws on your current title, bullets, description and other listing content, and it can reorganize information rather than simply cut it off.

If you are the brand owner in Brand Registry, you get 14 days to review, change or approve the AI version in Review Listing Changes before it goes live. If you do nothing, the AI version is applied. Sellers without Brand Registry should not count on getting a review step, so they should fix titles themselves.

You can change your title and Item Highlights at any time, before or after an AI update.

Title rules that still apply

The January 2025 title policy (effective 21 January 2025) is still in force. A 70-character title can still break these rules.

Banned and restricted characters

Decorative symbols, emoji and ALL CAPS words are not allowed.

The two-repeat rule

No word can appear more than twice in a title. Some details trip sellers up:

• Prepositions, articles and conjunctions are exempt. "For", "with", "and" and "the" do not count.
• Plurals and other forms count as the same word. "Spatula" and "spatulas" are two uses of one word.
• Your brand name counts. If your brand contains a product word, it counts toward that word's limit. A brand word used in a different sense, such as "Navy" in "Old Navy" and "navy blue", is treated as separate.
• Lists count. "Loaf pan, muffin pan, baking pan" uses "pan" three times.

With only 75 characters, a third repeat is rare anyway. But old titles often break this rule, and AI rewrites tend to target them.

Content that is not allowed

• Promotional phrases: "free shipping", "sale", "best seller", "hot item", "100% quality guaranteed".
• Subjective claims: "best", "amazing", "top rated".
• Seller details that are not the brand.
• Keyword lists with no grammar, such as "spatula scraper turner spoon".

How to write a 75-character title

Amazon's guidance and the common seller order look like this:

Brand + product type + key attribute + material or style + size or pack count + color or model number

You will rarely fit all of those. Use this decision order to fill the space:

1. Brand. It goes first and it counts. A long brand name leaves less room, so plan for it.
2. The main product noun shoppers use. "Silicone Spatula Set", not "Kitchen Utensil Set" if shoppers search for spatulas. Check your search term report or Search Query Performance data to find the exact phrase that drives orders.
3. The one attribute that decides the click. For a spatula, heat resistance. For a phone case, the phone model. For a supplement, the count or strength.
4. Pack count or size, written as numerals: "3-Piece", "16 oz", "2-Pack".
5. Color or model number, for child ASINs only.

Everything else moves to Item Highlights, bullets, or backend search terms.

Item Highlights: what goes there

Item Highlights is a separate field of up to 125 characters. It is searchable and shows with the title in search results and on the detail page. Amazon positions it for materials and recommended use cases. Good candidates:

• Materials and construction ("stainless steel core, BPA-free silicone")
• Use cases ("for cooking, baking, mixing and scraping bowls")
• Compatibility ("fits iPhone 17 Pro and MagSafe chargers")
• What is in the box, care instructions, or dimensions

You can only add Item Highlights once the title is 75 characters or fewer. The same character, repetition and promotion rules apply. Amazon says it monitors this field for restricted content, so treat it with the same care as the title.

Amazon has not said whether Item Highlights words carry the same ranking weight as title words. Keep your single most important search phrase in the title itself.

Worked example: rewriting a 170-character title

Here is a typical pre-2026 title for a fictional brand:

Brightlume Silicone Spatula Set, 3 Piece Heat Resistant Kitchen Spatulas for Cooking, Baking and Mixing, Non Stick Safe Rubber Spatula Set with Stainless Steel Core, Gray

170 characters. It also breaks the two-repeat rule: "Spatula", "Spatulas" and "Spatula" count as three uses of one word. "Set" appears twice, which is the limit.

Step 1: List every piece of information. Brand, product type (silicone spatula set), pack count (3), heat resistance, uses (cooking, baking, mixing), non-stick safe, rubber (a synonym), steel core, color.

Step 2: Rank by search demand and click impact. Say your search term report shows "silicone spatula set" is the top converting phrase, and "heat resistant spatula" is second.

Step 3: Build the title.

Brightlume Silicone Spatula Set, 3-Piece, Heat Resistant to 600F, Gray

70 characters. Brand first, the top phrase intact, the pack count, the key attribute with a specific number, and color. (Only claim a temperature you can back up.)

Step 4: Move the rest to Item Highlights.

Stainless steel core, non-stick safe, for cooking, baking, mixing and scraping bowls

84 characters, well inside 125.

Step 5: Send the leftovers to backend search terms. Words like "rubber", "scraper" and "spoonula" belong in the search terms field, not in the visible title. See our guide to Amazon backend search terms for the byte limit and format.

To count characters in bulk, paste titles into a spreadsheet and use =LEN(A2). Flag anything above 75.

How to update titles in Seller Central

For one listing:

1. Go to Inventory > Manage All Inventory.
2. Find the product and select Edit.
3. Click View enhancements on the left to see Amazon's AI title and Item Highlights suggestions. Amazon says these follow the new limits automatically.
4. Accept, edit or ignore the suggestion. Edit the title and Item Highlights fields directly.
5. Save and check the live detail page after the update processes.

For many listings: download a category listing template (the flat file) from the Add Products via Upload area, update the title and Item Highlights columns, and upload it. Third-party feed tools and the Listings API can update both fields too.

For AI changes Amazon proposes: check Review Listing Changes regularly if you are a brand owner. The 14-day clock runs whether you look or not.

Some sellers have reported error 100476 ("This attribute 'Item Highlight' is currently unsupported") or templates without an Item Highlights column. If you hit that, shorten the title first, try again later, or open a Seller Support case.

Common mistakes

• Dropping the main keyword to fit the brand and a slogan. Your top converting search phrase should survive the cut.
• Waiting for the AI. AI rewrites can drop the attribute that drives your clicks. Write the title yourself.
• Keeping size and color in the parent title. They belong in child titles.
• Cramming synonyms with slashes. "Spatula/Scraper/Turner" wastes characters and reads badly. Pick one; send the rest to backend.
• Forgetting the ads side. Your title shows in Sponsored Products ads. A shorter, clearer title often lifts click-through rate, which helps your ads too. If ad performance shifts after a rewrite, review your common PPC mistakes checklist.
• Claims you cannot prove. Temperatures, certifications and "BPA-free" need evidence.

For the full rules page, see Amazon's Product title requirements and guidelines in Seller Central (log in to view). To check which search terms actually convert before you choose title words, run your report through the free Search Term Report Analyzer.

Bottom line

Amazon titles are now 75 characters, and the space has to earn its keep: brand, the main search phrase, and the attribute that wins the click. Move materials and use cases to Item Highlights and synonyms to backend search terms. Fix your titles yourself before Amazon's AI does it for you, and check Review Listing Changes so an automatic rewrite never surprises you. For the rest of the page, see our Amazon listing optimization guide.

Frequently asked questions

Amazon fees, policies and features change often. Figures here were checked in October 2026; confirm current rates in Seller Central before making pricing or budget decisions. Sotrics is not affiliated with Amazon.