Amazon announces new rule: Product titles limited to 75 characters starting July 27
Amazon announced that starting July 27, all product titles, except for media categories, must be limited to 75 characters. Sellers should utilize a new 125-character 'Item Highlights' field to supplement key information. This aims to optimize the mobile shopping experience, requiring sellers to adjust listings in advance to avoid automatic modifications by the system.
What are the key facts?
- 1Effective date: July 27, 2026
- 2Title limit: 75 characters maximum
- 3New feature: 125-character 'Item Highlights' field
What happened?
Amazon will implement new product title specifications, requiring titles to be no longer than 75 characters (including spaces). A new 'Item Highlights' feature allows sellers to add an extra 125 characters to describe materials, uses, and other key information. Listings that do not meet this standard may be automatically optimized by the system.
What does this mean for cross-border sellers?
Sellers should audit existing listings immediately, retain core keywords in titles, and move redundant information to the Item Highlights field to maintain search visibility.