Amazon Cuts Product Title Limit to 75 Characters and Adds Item Highlights, with Non-Compliant Titles Auto-Updated to AI Recommendations Starting July 27, 2026
Amazon has announced that starting July 27, 2026, product titles in all categories except media must be 75 characters or fewer, including spaces — a sharp reduction from the prior 200-character allowance. To make room for detail that no longer fits, Amazon is introducing a new Item Highlights field that gives sellers an additional 125 characters for materials, recommended uses, or comparison details; Item Highlights content is searchable and appears alongside titles in search results and on product detail pages. Sellers can keep their current titles until July 27 or update them early using the AI-assisted Enhance Listings tool, which trims the title to the new limit and moves the extra information into Item Highlights. After July 27, any title still over 75 characters will gradually be updated to Amazon's AI recommendation; listings stay active throughout and sellers can keep editing titles and Item Highlights at any time. Brand owners get a 14-day window to review and approve the AI-generated recommendations before they are applied.
Real-World Impact
A listing whose title today can run up to 200 characters must be cut to 75 characters or fewer by July 27, 2026, with up to 125 characters of additional detail moved into the new Item Highlights field.
Key Points
- Effective July 27, 2026: product titles in all categories except media must be 75 characters or fewer, including spaces, down from the prior 200-character limit
- New Item Highlights field adds 125 characters for materials, recommended uses, or comparison details; the content is searchable and shows alongside titles in search results and on product detail pages
- Sellers can continue using their current titles until July 27 or update early — the AI-assisted Enhance Listings tool trims the title and moves extra detail into Item Highlights
- After July 27, any title still over 75 characters will gradually be updated to Amazon's AI recommendation; listings remain active and titles/Item Highlights can be edited at any time
- Brand owners get a 14-day window to review and approve the AI-generated recommendations before they are applied
- Amazon says the shorter limit ensures titles fully display on mobile and aligns with title lengths used by other online stores
What You Should Do Now
- 1Audit your catalog for titles over 75 characters before July 27, 2026, prioritizing your top-revenue ASINs
- 2Use the Enhance Listings tool to review the AI-recommended 75-character title and Item Highlights, then edit them to keep your most important keywords in the title
- 3Move secondary detail (materials, use cases, comparison points) into the new Item Highlights field rather than losing it
- 4If you are a brand owner, watch for the 14-day review window and approve or adjust the AI recommendations before they are applied automatically