Amazon 75-Character Title Limit: Rewrite Titles + Item Highlights

What Changed With Amazon Product Titles in 2026

Amazon announced the update in the Seller Forums in June 2026. The core rule is short, but it touches almost every listing:

• 75 characters maximum. Starting July 27, 2026, titles in all categories except media must be 75 characters or less, including spaces. Amazon says this makes sure the full title displays on mobile and matches the title length used by other online stores.
• A new Item Highlights field. You get an extra 125 characters to share details like materials or recommended uses that help shoppers compare options.
• AI rewrites for long titles. After July 27, any title still over 75 characters is gradually updated to an AI recommendation. Amazon says these changes take place throughout 2026.
• Your listings stay live. According to Amazon's announcement, listings stay active during the process, and you can edit your title and Item Highlights at any time.

This sits on top of the title rules Amazon introduced in January 2025. Those rules still matter when you rewrite:

• The special characters ! $ ? _ { } ^ ¬ ¦ are not allowed unless they are part of your brand name.
• The same word can't appear more than twice. Prepositions, articles, and conjunctions (like "for," "the," and "and") are the exceptions.

For sellers who wrote 150- or 200-character titles packed with keywords, this is a big shift. The good news is that you didn't lose space overall. You just have to organize it differently.

How Item Highlights Works (and Why It Matters for Search)

Item Highlights is the second half of your new "title area." Amazon explains it in a follow-up product title FAQ. Here are the points every seller should know:

• You still have 200 characters in total. They're split between Item name (75 characters) and Item Highlights (125 characters).
• Both fields count for search. Amazon says Item name and Item Highlights are both search inputs, and one isn't prioritized over the other. Amazon also states that search and discoverability are unchanged by the update.
• Shoppers see it. Item Highlights shows with your title in search results and on the product detail page. Since August 10, 2026, it displays beneath the Item name on both desktop and mobile. How many characters are visible can vary with screen size.
• Brand name goes in the title. Amazon recommends keeping your brand name in the Item name. Other important details can be spread across both fields.
• Key variation attributes go in the title too. If you sell a product in different sizes or colors, Amazon recommends putting the most important variating attributes in the Item name and moving the rest to Item Highlights if you run out of room.

In other words, Item Highlights isn't a place for leftovers. It's prime real estate that shoppers read right under your title. Treat it like a short, clear sales line, not a keyword dump.

Should You Rewrite Your Titles or Let Amazon's AI Do It?

You can let Amazon rewrite long titles for you. But that means a tool that doesn't know your customers decides which words stay and which go.

Here's how the process works for brand owners. When Amazon's AI changes a title, brand owners get 14 days before the change goes live to review, modify, or approve the AI-generated title and Item Highlights in Review Listings Changes. If you disagree with a change later, you can still edit the listing in Manage All Inventory or with the List Your Products tool.

The problem is the word "if." If you aren't checking Review Listings Changes regularly, the 14 days can pass without you noticing. In the forum thread under Amazon's announcement, several sellers said the AI suggestions they saw missed important product details, and some reported errors when saving the new Item Highlights field. Those are individual seller reports, not official data, but they're a good reason to check your listings yourself.

Our recommendation is simple: rewrite your best-selling and most-advertised ASINs by hand first. Then use Amazon's suggestions as a starting point for the rest, and edit them before you accept.

How to Rewrite a Long Title in 5 Steps

Use this process for each important listing. It works whether you start from scratch or from Amazon's AI suggestion.

Step 1: List every piece of information in your current title

Break your old title into parts: brand, product type, size or quantity, color, material, main feature, use cases, and keywords. Write each one on its own line. This shows you what you're actually working with.

Step 2: Pick what a shopper needs to recognize the product

Your 75 characters should answer one question: "Is this the exact product I'm looking for?" For most products, that means brand + product type + the one or two attributes that separate it from similar items, such as size, count, or color.

Step 3: Check your real search data before cutting words

Don't guess which words matter. If you're enrolled in Brand Registry, the Search Query Performance report shows which searches actually lead to clicks and purchases for your products. Your PPC search term reports help too. Keep the terms that convert near the front. Move supporting terms to Item Highlights.

Step 4: Write Item Highlights as a short benefit line

Use the 125 characters for details that help shoppers compare: materials, what's included, key features, and who or what it's for. Write it so a person can read it, not just an algorithm. Separate details with commas, and don't repeat words that are already in the title.

Step 5: Check the rules, then save

Count the characters (including spaces), remove banned special characters, and make sure no word appears more than twice. Then go to Manage All Inventory → Edit, update the title and Item Highlights, and save.

Before and After: A Title Rewrite Example

Here's an illustrative example for a made-up brand, "Northpeak." The product and claims are invented to show the method. They aren't real data.

Old title (195 characters):
Northpeak Insulated Water Bottle 32 oz Stainless Steel Vacuum Insulated Leak Proof Lid BPA Free Wide Mouth Sports Bottle for Hiking Gym Office Travel Keeps Drinks Cold 24 Hours Hot 12 Hours Black

New Item name (63 characters):
Northpeak Insulated Water Bottle, 32 oz, Stainless Steel, Black

New Item Highlights (115 characters):
Leak-proof BPA-free lid with carry loop, double-wall vacuum insulation, wide mouth for ice, for hiking, gym, travel

Notice what happened:

• Brand stays first in the Item name, as Amazon recommends.
• Size and color stay in the title because they're the attributes that change between variations.
• Features and use cases moved to Item Highlights, where they're still searchable and still visible.
• Temperature claims were left out of both fields. Specific performance claims belong in your bullet points, where you have room to explain them, and only if you can back them up.

Total: 178 characters across both fields, compared with 195 before. The listing says almost everything it said before, but it reads like a product name instead of a list of keywords.

How to Update Titles in Bulk

If you have dozens or hundreds of ASINs, editing one at a time takes too long. Amazon describes two options:

• View enhancements. In Manage All Inventory, select Edit on a listing, then click View enhancements on the left of the page. You'll see AI-suggested titles and Item Highlights that already fit the 75- and 125-character limits.
• Category Listings report. Download the Category Listings report, which comes pre-filled with your product information. The Item Highlights field appears next to the Item name. Update both columns in the spreadsheet, save it, and upload it with the List Your Products tool. Amazon says listings are typically updated within eight hours.

A practical approach: sort your ASINs by sales, rewrite the top ones by hand, and use the spreadsheet for the long tail. Keep a copy of your old titles in the same file. If a change hurts performance, you'll know exactly what you had before.

Where Everything Else Goes: Bullets, Description, and Search Terms

A shorter title means the rest of your listing has to carry more weight. Here's how the pieces fit together, based on Amazon's own guide to creating product listings:

• Bullet points: You get up to five bullets for your product's most important details and attributes. This is where specific claims, measurements, and "why it's better" go.
• Product description: A broad overview of the product and its benefits.
• Images: You can upload up to nine photos. Clear, well-lit images do work that text can't.
• Backend search terms: Use them for synonyms and alternate names that don't fit anywhere else. Amazon's listings team notes that the search terms field must be less than 250 bytes, and if it goes over the limit, Amazon Search ignores the whole field.

If your brand is in Amazon Brand Registry, you can also add A+ Content to tell your brand story below the fold. And remember that strong early reviews help a clean title convert.

Common Mistakes to Avoid

Most title problems come from trying to keep old habits under new rules. Watch out for these:

• Ignoring Review Listings Changes. Brand owners only get 14 days to review an AI-generated title before it goes live. Check it on a schedule.
• Dropping the brand name to save space. Amazon recommends keeping the brand in the Item name.
• Moving the variation attribute out of the title. If a shopper can't tell your sizes or colors apart from the title, they may click the wrong one.
• Stuffing Item Highlights with keywords. Shoppers read it right under your title. A string of keywords looks spammy and wastes the space.
• Repeating words across fields. If a word is already in your title, use the space in Item Highlights or search terms for something new.
• Changing everything at once without notes. Keep a record of old and new titles and the date you changed them, so you can compare sales and traffic afterward.
• Forgetting your ads. After big title changes, keep an eye on your PPC keyword performance for a few weeks and adjust bids if conversion shifts.

Putting It Together

Amazon's 75-character title limit is now in force, and long titles are being rewritten by AI throughout 2026. You still have 200 characters to work with. The difference is that they're split into a clean product name and a 125-character Item Highlights line that both count for search.

The key takeaways:

• Titles in all categories except media must be 75 characters or less, including spaces
• Item Highlights adds 125 searchable characters that show beneath your title
• Keep your brand and the most important variation attributes in the Item name
• Avoid banned special characters and don't repeat a word more than twice
• Check Review Listings Changes so AI edits don't go live without your approval
• Use the Category Listings report to update many ASINs at once

Your next step: Open Manage All Inventory today, filter for your top 10 ASINs by sales, and check whether each title is 75 characters or less. Rewrite the ones that aren't before Amazon does it for you.