Amazon Implements 75-Character Limit for Product Titles Starting July 27
Starting July 27, Amazon will implement new product title rules across all categories, excluding media, requiring titles to be limited to 75 characters. Simultaneously, the platform will introduce the 'Item Highlights' feature, allowing sellers to provide product characteristics, materials, and uses within 125 characters. Titles that do not meet the standards will be automatically updated by Amazon's AI tools.
What are the key facts?
- 1Effective date: July 27, 2026
- 2Title limit: 75 characters (including spaces)
- 3New feature: Item Highlights (125 characters)
What happened?
Amazon aims to enhance the mobile shopping experience by shortening titles. The new regulation mandates that titles do not exceed 75 characters, requiring sellers to retain key information in the title while moving supplementary information to the new Item Highlights field, which will have search visibility. Sellers should proactively optimize their listings before the deadline to avoid automatic modifications by the system.
What does this mean for cross-border sellers?
Sellers should promptly audit high-volume ASINs, streamline title structure, keep core keywords within the first 60 characters, and utilize Item Highlights to add product differentiating features to maintain search prominence and click-through rates.