Amazon Limits Product Titles to 75 Characters
Starting July 27, 2026, Amazon will limit non-media product titles to 75 characters and direct sellers to move supplementary information to Item Highlights.
What are the key facts?
- 175-character limit
- 2Effective July 27, 2026
- 3Item Highlights to carry supplementary information
What happened?
Amazon Seller Central has released an update to its product title guidelines, revising the title-length requirements for non-media products. Starting July 27, 2026, titles for the relevant products may not exceed 75 characters, including spaces. The rule applies to the product title field itself, so sellers need to review the length and wording of titles in their existing product information.
According to the platform, some supplementary attributes and descriptive information previously placed in titles should be moved to Item Highlights. Amazon is also providing an AI-assisted optimization feature to help sellers identify additional information in titles and move it to Item Highlights. Item Highlights have a capacity of 125 characters. The update focuses on title length, information-field allocation, and the presentation of content on product detail pages.
What does this mean for cross-border sellers?
This update places greater emphasis on core identifying information in Amazon titles; lengthy selling points can no longer all be packed into the title. Simply cutting keywords to meet the limit could remove specifications, model numbers, or key attributes, affecting buyer understanding and competitive positioning. Highest-priority action: Export titles for key ASINs this week, restructure brand, category, model, and core attributes within the 75-character limit, and review Item Highlights at the same time.