Amazon Enforces 75 Character Product Title Limit Starting July 27
Amazon has announced that beginning July 27, all product titles must be limited to 75 characters, excluding media products. Sellers must utilize the new 125-character 'Item Highlights' field to supplement product information, with AI tools assisting sellers in making adjustments.
What are the key facts?
- 1Effective Date: July 27, 2026
- 2Title Limit: 75 characters or less (including spaces)
- 3New Feature: 125-character 'Item Highlights'
- 4Applicability: All categories except media products
What happened?
Amazon will implement a new product title policy requiring that titles do not exceed 75 characters in length to optimize the shopping experience for users. Meanwhile, the newly introduced 'Item Highlights' field will allow sellers to add 125 characters of supplemental information. If sellers do not update their product titles by the deadline, Amazon may gradually enable AI-generated recommended titles for automatic replacement. This policy aims to enhance user purchasing experience on mobile and maintain the overall quality of product displays on the platform.
What does this mean for cross-border sellers?
Sellers should optimize their ASIN titles before July 27, ensuring that key product selling points remain in the title to avoid losing important information. Additionally, they should promptly move secondary information to the 'Item Highlights' field to prevent exposure drops due to automatic modifications by Amazon's AI.