Amazon Implements 75-Character Title Limit Starting July 27, 2026
Amazon will enforce a new title length limit of 75 characters starting July 27, requiring sellers to move core selling points to the new 125-character 'Item Highlights' field. This change aims to optimize mobile display, and sellers should proactively update their listings to avoid risks associated with automatic modifications.
What are the key facts?
- 1Effective date: July 27, 2026
- 2Title limit: 75 characters (including spaces)
- 3New field: Item Highlights (125 characters)
- 4Scope: All categories except media
What happened?
Amazon announced that starting July 27, 2026, all product titles, except for media categories, must not exceed 75 characters. At the same time, the 'Item Highlights' field has been introduced, allowing sellers to provide supplementary information of up to 125 characters. Amazon will use AI to assist sellers with adjustments; if modifications are not made by the deadline, the system may automatically process changes.
What does this mean for cross-border sellers?
Sellers must audit existing listings immediately, streamline core title keywords, and utilize the new field to supplement product attributes to prevent search ranking drops due to automatic modifications.